The advertising budgets by corporates have failed to pick momentum post Diwali season as big category spenders like telecom, financial institutions, automobile and real estate companies have decided to stay away from advertising.

Experts say broadcasters who usually experience a 20-25 per cent cut in ad spends post Diwali are now witnessing a further dip of 10-15 per cent. However, declining ad revenues are forcing broadcasters to go all out to attract advertisers.

“The categories like real estate, financial sectors, automobile have bought their spends down by 50 per cent, 65 per cent and 40 per cent respectively,” said Nandini Dias, COO, Lodestar Universal.

While the traditional big spenders are staying away, it is new category advertisers like the direct-to-home service providers – Airtel, Reliance's Big TV who are acting as lucky mascots for broadcasters in troubled waters.