Mumbai: TAM India has released a half-yearly report for advertising in Banking Finance Investments(BFSI).
Ad volumes’ trend for BFSI on TV:
The BFSI sector's ad volumes on television increased by four per cent during Jan-Jun’23 compared to Jan-Jun’22.
The top 10 categories together accounted for 85 per cent share of ad volumes in TV during Jan-Jun’23. Life insurance & mortgage loans retained their first & second positions in Jan-Jun’23 over Jan-Jun’22. Housing/construction loans, multiple loans & retail banking were the new entrants in the top ten list of categories in Jan-Jun’23
compared to Jan-Jun’22. During Jan-Jun’23, the top ten advertisers accounted for 58 per cent of total ad volumes. LIC of India & Muthoot Financial Enterprises retained their first & second positions during H1’23 over H1’22. Piramal Capital & Housing Finance was an exclusive advertiser with five per cent share of ad volume in H1’23 over H1’22.
Top 10 brands accounted for 42 per cent share of ad volumes in H1’23 over H1’22
with Muthoot Finance Loan against gold leading the list. LIC New Pension Plus & Piramal Finance Home Loan were exclusive brands during Jan-Jun’23 over Jan-Jun’22.
The top two TV channel genres accounted for 82 per cent of ad volumes share for BFSI sector during H1’23. The news channel genre was most preferred by BFSI players in Jan-Jun’23.
News bulletin was the most preferred program genre to promote brands in the BFSI sector on television. The top two program genres i.e. news bulletin and feature films together added 61 per cent of the sector’s ad volumes.
Prime time garnered the 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 share.
Advertisers of the BFSI sector preferred 20 - 40 sec ad size on TV during H1’23. 20-40 seconds and less than 20 seconds ads together covered 92 per cent share.
Ad space for BFSI sector in Print:
Ad space of the BFSI sector witnessed a degrowth of seven per cent in Jan-Jun’23 compared to Jan-Jun’22.
Public issues & life insurance retained their first and second positions in H1’23 over H1’22 with public issues leading the list. Fixed deposits & retail banking were the only new entrants in the top 10 list of categories during H1’23 over H1’22. During H1’23, the top 10 categories together added 88 per cent share of ad space. LIC of India retained its first position in Jan-Jun’23 with 19 per cent share of ad space. Adani Enterprises was an exclusive advertiser during Jan-Jun’23 with two per cent share of ad space. In print medium, the top 10 advertisers of the BFSI sector together added 38 per cent share of ad space in Jan-Jun’23.
Out of the top 10 brands, five of them belonged to LIC of India in H1’23.
The top 10 brands accounted for 25 per cent share of the total ad space in print.
LIC Dhan Varsha, Adani Enterprise-IPO, HDFC Systematic Investment
Plan & LIC New Pension Plus were exclusive brands present in Jan-Jun’23
over Jan-Jun’22.
The English language has the highest share of ad space, i.e., 51 per cent. The top five publication languages together added 88 per cent share of the sector’s ad space. General interest dominates ad space in general newspaper with 59 per cent.
South zone was the leading territory with 34 per cent share of BFSI advertising in Print in Jan-Jun’23. Mumbai & New Delhi were the top cities in the West zone and North zone respectively. Also, they were the top two cities in PAN India during H1’23.
Ad volumes’ trend for BFSI sector on radio:
Index ad volume growth of BFSI sector witnessed surge of 32 per cent during Jan-Jun’23 compared to Jan-Jun’22.
Life Insurance dominated the category list with 28 per cent of the total BFSI ad volumes. The top 10 categories added 91 per cent ad volume share of the sector on radio. The top four brands retained their respective positions in Jan-Jun’23 compared to Jan-Jun’22. The top 10 advertisers added 81 per cent share of ad volumes during H1’23, among which LIC of India was the leading advertiser. AMFI was an exclusive advertiser during Jan-Jun’23 compared to Jan-Jun’22.
Top 10 brands accounted for 58 per cent share of ad volumes in Jan-Jun’23, in which LIC Housing Finance retained its first position. Five out of the top 10 brands belonged to LIC of India during H1’23. LIC Dhan Varsha, LIC Pension Plus & AMFI were exclusive brands present in the top 10 list in H1’23 over H1’22.
The top three states occupied 47 per cent share of ad volumes for the BFSI sector. Maharashtra was the leading state for advertising on radio with 20 per cent share of the sector’s ad volumes in Jan-Jun’23.
Advertising for BFSI was preferred in the evening closely followed by morning timeband on radio. 87 per cent share of the BFSI ad volumes were in evening and morning time-bands in Jan-Jun’23.
Ad impressions trend for BFSI sector on digital:
On Digital medium, ad impressions observed a massive surge of 91 per cent
during the H1’23 compared to H1’22.
Mutual Funds ascended to first position with 18 per cent share of ad impressions in H1’23. Also, the top 10 categories together accounted for 92 per cent share of ad impressions. Credit cards and retail banking were the new entrants in the top 10 list of categories during Jan-Jun’23. The top 10 advertisers collectively added 47 per cent share of ad impressions during H1’23 with AMFI leading the list of advertisers.
Top 10 brands accounted for 41 per cent share of ad impressions in Jan-Jun’23.
AMFI retained its first position with 11 per cent share of ad impressions in H1’23
over H1’22.
Programmatic was the leading transaction method for digital advertising of the BFSI sector in Jan-Jun’23 with 61 per cent share. Programmatic and programmatic/ad network transaction methods together captured 80 per cent share of BFSI ad impressions on digital.
