Advertisers pay based on trp. It doesn't matter movie is hit or flop on box office. Tamil, Telugu news portals always post trp related news it doesn't matter trp is big or small. There are many flop movies of south which worked gret on star, zee, sun. Same is the case with hindi movies. Adipurush also a hit for star maa( telugu version). Yes sometimes blockbuster dont work on tv like yjhd, bajirao, padmavat are disaster on tv. Many akshay kumar flops worked great on tv. Onboarding sponsor is not a big thing, final trp matter. Same goes for sporting events like ipl, world cup. Ad rates can go up or down based on trp