Ad volumes of the BFSI sector on Television saw marginally drop by 1% during Jan-Aug ’21 compared to the same period in previous year. The top 10 advertisers garnered more than 55% share of ad volumes with LIC of India topping the list, as per TAM AdEx Banking Finance Investments (BFSI) sector.
Life Insurance had the highest ad volume of any BFSI category at 27%. The Top 5 categories accounted for more than 65% of the total ad volume of the Sector. Between Jan-Aug of this year, the top 10 advertisers accounted for more than 55% of total ad volume, with LIC of India leading the pack with a 15% share. UPstox was the top exclusive brand followed by Shriram Life Assured Income Plan during Jan-Aug’21 compared to Jan-Aug’20. More than 240 exclusive brands appeared in the BFSI sector between Jan-Aug of this year, compared to Jan-Aug of the previous year.
The news genre alone accounted for 69% of the sector’s ad volumes, with Movies and GEC both accounting for 11% each. The top 3 channel genres grabbed 91% of ad volumes share for the BFSI sector during Jan-Aug ’21. News Bulletin, the most preferred program genre to promote BFSI brands on Television. The top 2 program genres i.e. News Bulletin and Feature Films together added more than 55% of the sector and volumes.On Television, Prime Time was the most preferred time-band, followed by Afternoon & Morning. Together, the Prime Time, Afternoon, and Morning time bands combined for more than 70% of ad volume.
Advertisers of the BFSI sector preferred 20 – 40 secs ad size on TV. 20-40 seconds and <20 seconds ads together added 88% share of sector ad volumes during Jan-Aug ’21.
When comparing Jan-Aug’21 to Jan-Aug’20, there was a noticeable rise of 60% in ad space of the Print medium. Audited/Unaudited Financial Report topped among the categories of BFSI sector in Print with 31% of the ad space’s share. Top 5 categories added more than 75% of sector ad space during Jan-Aug’21. The LIC of India was the top advertiser in the sector with 19% share of ad space during Jan-Aug’21. The Top 10 advertisers accounted for more than 30% share of ad space.
In Print medium, 3160+ Exclusive Brands seen during Jan-Aug’21. LIC Bima Jyoti was the top exclusive brand followed by AU Small Finance Bank Mult Service. 3 out of Top 10 Exclusive Brands were from LIC of India during Jan-Aug’21.
English language was on top with 58% share of ad space. The Top 5 Publication languages together added 87% share of the sector’s ad space. Business/Finance/Economy publication genre had 51% share of sector’s ad space in Jan-Aug’21.
South Zone topped for BFSI sector advertising with 33% share during Jan-Aug ’21 closely followed by West Zone & North Zone. Mumbai & New Delhi were Top 2 cities in overall India in terms of sector advertising in Print.
Indexed ad volume growth of the BFSI sector grew slightly by 5% during Jan-Aug’21 compared to Jan-Aug’20. On Radio, Life Insurance category topped with 36% of the total BFSI ad volumes. Top 10 categories added more than 90% share of sector ad volumes on Radio. The top 10 Advertisers added 83% share of ad volumes during Jan-Aug’21 among which LIC of India led the list.
On Radio, more than 130+ Exclusive Brands present during Jan-Aug’21 over Jan-Aug’20. SEBI (Securities & Exchange Board of India) was the top exclusive brand on Radio medium followed by LIC Jeevan Anand in 2nd position. 3 out of Top 5 Exclusive Brands were from LIC of India during Jan-Aug’21.
On Radio, the top 4 states occupied more than 50% of ad pie for the BFSI sector. Maharashtra state was on top with 20% share of ad volumes followed by Gujarat with 15% share. Advertising for the BFSI sector was preferred during Evening and Morning time-bands, combining 88% share of sector ad volumes on Radio.
On Digital medium, ad insertions grew by 30% during Jan-Aug’21 compared to the same period last year. In Digital, the Life Insurance category was on top with 37% share of the sector’s advertising. Top 10 categories added 93% share of sector ad insertions on Digital. The top 10 Advertisers had 55% share of ad insertions during Jan-Aug’21 with ICICI Prudential Life Insurance Co. on top of the list adding 21% share.
Ad Network transaction method topped with 47% share of BFSI’s ad insertions on Digital during Jan-Aug ’21 followed by Programmatic/Ad Network with 38% share.