News Broadcasting
Ad revenue impact on US TV networks not too bad
NEW YORK: The US-Iraq conflict has hit ad revenues of US television networks but if media reports are anything to go by, matters are not as bad.
Reports in US newspapers indicate that while television lost between $150 million to $ 200 million, it is not as bad as what could have been. The loss would have more than doubled, had the networks completely done away with their normal programme schedules and dished out war news around the clock.
Having said that, however, the effect of the Iraq war on the programme line-up is still being felt. More news translates into a fewer number of commercial slots. ABC is said to be asking producers to create alternative versions of episodes that are two and a half minutes shorter. This will free up space for news updates. The bright side is that less prime-time ad slots could increase ad rates for those entertainment shows that have a decent pull regardless of the war, claim the reports.
Leading news broadcaster CNN has taken a more pragmatic view of the situation. Noting that advertisers were not so averse in continuing a certain level of presence this time as opposed to the Gulf War which took place at the start of the previous decade, CNN is running TVCs albeit on a limited basis. Over half the advertisers are willing to show visibility, which is a sharp contrast to the 20 per cent figure at the time of the Gulf War.
Fox News Channel ad sales chief Paul Rittenberg has been quoted in the report saying that the network lost about $four million in ad sales since the conflict began as the network chose to go largely ad-free.
While some advertisers want to stay completely out of the picture for the time being, others are willing to be seen in programmes that have nothing to do with the ongoing conflict. The CEO of a media-buying arm at one of the world’s biggest agencies has foreseen a major problem happening if the war continues till the middle of next month.
The problem with a long-term war is that advertisers will get caught in a jam, thanks to the rather cheerless mood prevailing in the country. On the one hand, one cannot have ads with a humourous message or catchy music. On the other hand, if one goes down the patriotic route then there is the risk of the viewer perceiving this as being opportunistic.
The ad community however would do well to take note of a USA Today report which states that viewers are very set in their patterns. They can be affected for a few days, but by and large they stick with what they normally do. They know that if something dramatic happens, they will be told about it.
Whatever the duration of the war, one thing is certain. The Iraq conflict will hit Viacom, Fox and Disney’s profit targets for the first quarter of the year. Not only do they have to cope with reduced ad spends, there are also significant costs involved in covering the conflict.
In television advertising, it is the “upfront” market that sets the tone for the $54 billion industry’s upcoming year. This year’s selling period may have the misfortune of colliding with a prolonged conflict in Iraq. The upfront sales season starts 12 May, selling network and cable ad time from October 2003 through September 2004. The report states that last year’s upfront sales season sold $8 billion worth of network spots and another $6.6 billion in commercials for cable and syndicated television. That was up 15.9 per cent from the 2001 season.
The silver lining here is that if a lot of ad time inventory during the upfront season is unsold then the networks could be able to sell it at higher prices later on. This will again hinge on the extent to which the economic and geopolitical circumstances improve, the reports point out.
News Broadcasting
Induction cooktop demand spikes 30× amid LPG supply concerns
Supply worries linked to West Asia tensions push households and restaurants to turn to electric cooking alternatives
MUMBAI: As geopolitical tensions in West Asia ripple through global energy supply chains, the familiar blue flame in Indian kitchens is facing an unexpected challenger: electricity.
What began as concerns over the availability of liquefied petroleum gas (LPG) has quickly evolved into a technology-driven shift in cooking habits. Households across India are increasingly turning to induction cooktops and other electric appliances, initially as a backup but now, for many, a necessity.
A sudden surge in demand
Recent data from quick-commerce and grocery platform BigBasket highlights the scale of the shift. According to Seshu Kumar Tirumala, the company’s chief buying and merchandising officer, demand for induction cooktops has risen dramatically.
“Induction cooktops have seen a significant surge in demand, recording a fivefold jump on 10 March and a thirtyfold spike on 11 March,” Tirumala said.
The increase stands out sharply when compared with broader kitchen appliance trends. Most appliance categories are growing within 10 per cent of their typical demand levels, while induction cooktops have witnessed explosive growth as households rush to secure an alternative cooking option.
Major e-commerce platforms including Amazon and Flipkart have reported rising searches and orders for induction stoves. Quick-commerce apps such as Blinkit and Zepto have also witnessed stock shortages in major metropolitan areas including Delhi, Mumbai and Bengaluru.
What was once considered a convenient appliance for hostels, small kitchens or occasional use has suddenly become an essential addition in many homes.
A crisis thousands of miles away
The trigger for this shift lies far beyond India’s kitchens.
Escalating conflict in the Middle East has disrupted shipping routes through the Strait of Hormuz, one of the world’s most critical energy corridors. Nearly 85 to 90 per cent of India’s LPG imports pass through this narrow waterway, making the country particularly vulnerable to supply disruptions.
The ripple effects have been swift.
India currently meets roughly 60 per cent of its LPG demand through imports, and tightening global supply has already begun to affect domestic availability and prices.
Earlier this month, the price of domestic LPG cylinders increased by Rs 60, while commercial cylinders rose by more than Rs 114.
To discourage panic buying and hoarding, the government has also extended the mandatory waiting period between domestic refill bookings from 21 days to 25 days.
Restaurants feel the pressure
The strain is not limited to households. Restaurants, hotels and roadside eateries are also grappling with supply constraints as commercial LPG availability tightens under restrictions imposed through the Essential Commodities Act.
In cities such as Bengaluru and Chennai, restaurant associations report that commercial LPG availability has dropped by as much as 75 per cent, forcing many establishments to rethink their kitchen operations.
Some restaurants have reduced menu offerings, while others are rapidly installing high-efficiency induction systems, creating hybrid kitchens where electricity now shares the workload with gas.
For smaller eateries and roadside dhabas, the shift is less about sustainability and more about survival.
A potential structural shift
The government has maintained that there is no nationwide LPG crisis and has directed refineries to increase production to stabilise supply.
Nevertheless, the developments of March 2026 may already be triggering a longer-term behavioural shift.
For decades, LPG has been the backbone of cooking in Indian households. However, recent disruptions have highlighted the risks of relying on a single fuel source.
Increasingly, households appear to be hedging against uncertainty by adopting electric cooking options to guard against price volatility and delivery delays.
If the current trend continues, the induction cooktop, once viewed as a niche appliance, could emerge as a quiet symbol of India’s evolving kitchen economy.
