Mumbai : Tam AdEx has released a report on advertising in BANKING FINANCE INVESTMENTS (BFSI) on TV, Print, Radio and Digital mediums.
TV
The BFSI sector's ad volumes on television increased by 13 per cent in 2022 as compared to 2020.
Life Insurance had the highest ad volume share among any of the BFSI sector with 24 per cent . The top five categories accounted for more than 60 per cent of the total ad volume of the sector. During 2022, the top ten advertisers accounted for 53 per cent of total ad volume, with LIC of India leading the pack with a 16 per cent share.
Among the top ten BFSI brands, four of them were of LIC of India. Top ten brands accounted 39 per cent share of ad volumes in 2022 with Muthoot Fin Loan Against Gold securing 1st position.
Top two TV channel genres accounted for 80 per cent of ad volumes share for BFSI sector during 2022. News channel genre most preferred by BFSI players in 2022.
News Bulletin, the most preferred program genre to promote brands under BFSI sector on Television. Top two program genres i.e. News Bulletin and Feature Films together added more than 55 per cent of the sector’s ad volumes
Prime Time garnered highest advertising on TV followed by Afternoon and Morning time-bands. In terms of ad volumes, the prime time, afternoon, and morning time bands collectively accounted for 73 per cent
Preference of ad size by advertisers of BFSI sector on TV
Advertisers of BFSI sector preferred 20 - 40 secs ad size on TV. 20-40 seconds and less than 20 seconds ads together covered 89 per cent shares in 2022.
Ad space of BFSI sector grew by 74 per cent in 2022 over 2020 and by 16 per cent in 2022 as compared to 2021.
Public Issues dominated the top ten categories with 20 per cent of Ad space share. LIC of India was the top advertiser in the sector with 14 per cent share of ad space during 2022. Top ten categories and advertisers accounted for 58 per cent and 28 per cent share of ad space respectively.
Brands of LIC of India dominates the top brands list in 2022. The top 10 brands accounted for 17 per cent share of the total ad space in Print.
English language has the highest share of Ad Space, i.e., 48 per cent . The Top 5 Publication languages together added 87 per cent share of sector’s ad space. General Interest commands ad space in General Newspaper with 62 per cent
South Zone transcends with 34 per cent share of BFSI advertising in Print in 2022.
Mumbai & New Delhi were top cities in West Zone and North Zone respectively
Radio
Index ad volume growth of BFSI sector increased by 27 per cent during 2022 as compared to 2020. When compared to 2021, BFSI Sector witnessed marginal ad volume drop in 2022.
Life Insurance dominates the Category list with 30 per cent of the total BFSI ad volumes. Top ten categories added 89 per cent ad volume share of a sector on Radio. Top ten advertisers added 76 per cent share of ad volumes during 2022, among which LIC of India was the leading Advertiser.
Top ten brands accounted for 49 per cent share of ad volumes in 2022, in which LIC Housing Finance is the leading Brand. 6 out of Top ten brands were of LIC of India during 2022.
The Top 3 states occupied 45 per cent share of Ad Volumes for the BFSI sector. Maharashtra tops the state-list with 20 per cent share of the sector’s ad volumes in 2022
Advertising for BFSI was preferred in evening closely followed by morning time-band on Radio. 85 per cent share of the BFSI ad volumes were in Evening and morning time-bands in 2022.
Digital
On digital medium, ad insertions grew by 10 per cent during 2022 as compared to 2020.
Life insurance was the leading category with 22 per cent share of digital sector’s advertising. Top ten categories added 88 per cent share of sector ad insertions. Top ten advertisers had 39 per cent share of ad insertions during 2022 with LIC of India on top of the list adding 10 per cent share.
Top ten brands accounted 31 per cent share of ad insertions in 2022 with AMFI (Asso of Mutual Funds in India) leading the list.
Ad network was the top transaction method for digital advertising of BFSI sector in 2022 with 53 per cent of share. Programmatic/Ad Network and programmatic transaction methods together captured 35 per cent share of BFSI ad insertions on Digital.
