Established non-fiction shows such as Bigg Boss and Kaun Banega Crorepati have continued to attract advertisers despite the blackout. Bigg Boss has roped in 95 sponsors across its language editions, while KBC has secured 25 sponsors. Cricket is also drawing advertiser interest, with India matches providing an opportunity to reach large audiences in a second half of the year largely devoid of marquee events such as the IPL or ICC tournaments. The India-West Indies series has drawn a strong response from brands, while the India-New Zealand series is also expected to see strong traction.