TAM has released its TAM AdEx-Cross Media Report for BFSI sector on TV, Print, Radio and Digital during Jan-Mar’22.
TV
The BFSI sector’s ad volumes on Television increased by 7 pc between Jan-Mar’22 compared to Jan-Mar’21.
Among the Top 10 Categories and Advertisers of BFSI sector on TV, Life Insurance had the highest ad volume of any BFSI category at 31 pc. The Top five categories accounted for more than 70 pc of the total ad volume of the Sector.
LIC of India led the Advertisers with 25 pc share. The top 10 advertisers accounted for more than 60 pc of total ad volume during Jan-Mar’22.
Among the Top 10 BFSI Brands, LIC- IPO topped the list with 8 pc share in Jan-Mar’22. Top ten Brands accounted for 49 pc share of ad volumes. Four out of 10 brands belonged to LIC of India.
News Channel Genre was most preferred by BFSI advertisers on TV during Jan-Mar’22.
Top 2 channel genres together accounted for more than 80 pc of ad volumes share.
News Bulletin was the most preferred program genre to promote Brands under BFSI sector on Television. Top two program genres, News Bulletin and Feature Films together added more than 55 pc share of the sector’s ad volumes.
Prime Time garnered highest advertising on TV followed by Afternoon and Morning time-bands.
Prime Time, Afternoon and Morning time bands together accounted for more than 70 pc share of ad volumes.
Advertisers of BFSI sector preferred 20 – 40 secs ad size on TV. 20-40 seconds and <20 seconds ads together covered more than 90 pc shares in Jan-Mar’22.
There was a noticeable rise of 11 pc in ad space for BFSI Sector in Print medium during Jan-Mar’22 compared to Jan-Mar’21.
Among the Top 10 Categories and Advertisers of BFSI in Print, Life Insurance and Audited/Unaudited Financial Report had similar share of 24 pc of the ad space in the categories.
In top advertisers list, LIC of India led with 27 pc share of ad space during Jan-Mar’22. Top 10 categories and advertisers accounted for 92 pc and 45 pc share of ad space respectively.
Among Top 10 Brands of BFSI in Print, half of the brands are from LIC of India with nearly 1/4th of the total share of print ad space.
In Newspaper- Publication Language & Genre, English language dailies were on top with 52 pc share of ad space. The Top 5 Publication languages together added 87 pc share of ad space.
General Interest has highest publication genre with 59 pc of sector’s ad space.
In the Zone wise Advertising share, South Zone topped with 36 pc share of BFSI advertising in Print in Jan-Mar’22.
Mumbai & New Delhi were on top position among cities in West Zone and North Zone respectively.
RADIO
Indexed ad volume growth of BFSI sector on Radio grew by 11 pc during Jan- Mar’22 compared to Jan-Mar’21.
Among Top 10 BFSI Categories and Advertisers on Radio, Housing/Construction Loans category topped with 31 pc of the total ad volumes. Top 10 categories added more than 95 pc share of sector’s ad volumes.
In the Top Advertisers list, LIC of India led with 27 pc share of ad volumes. The Top 10 Advertisers added 79 pc share of ad volumes during Jan-Mar’22.
Among Top 10 Brands of BFSI on Radio, LIC Housing Finance led the list with 16 pc share of ad volumes. Top 10 Brands accounted more than 60 pc share of ad volumes in Jan- Mar’22.
In the State-wise share of BFSI advertising on Radio, Maharashtra topped with 18 pc share of the sector’s ad volumes in Jan-Mar’22.
The Top 3 states occupied more than 40 pc share of Ad Volumes.
Advertising for BFSI on Radio was preferred in Evening time-band closely followed by Morning time-band. 83 pc share of the BFSI Ad Volumes were in Evening and Morning time-bands in Jan-Mar’22.
DIGITAL
On Digital medium, ad insertions grew by 8 pc during Jan-Mar’22 compared to same period in last year.
Among Top 10 Categories and Advertisers of BFSI on Digital, Life Insurance category was on top with 28 pc share of sector’s advertising. Top 10 categories added 93 pc share of sector’s ad insertions on Digital.
In the Advertisers list, LIC of India topped with 18 pc share. Top 10 Advertisers had 53 pc share of ad insertions during Jan-Mar’22.
Among Top 10 Brands of BFSI on Digital, LIC New Jeevan Anand led the list with 13 pc share.
Top 10 Brands accounted for 44 pc share of ad insertions in Jan-Mar’22.
Ad Network was the top transaction method for Digital advertising of BFSI sector in Jan-Mar’22. Programmatic/Ad Network and Programmatic transaction methods together captured more than 25 pc share of BFSI ad insertions on Digital.
