Ad volumes in India’s BFSI sector have declined by 16% year-on-year in 2025, according to TAM AdEx data, even as digital advertising has recorded strong growth.
The report has highlighted that digital ad impressions have increased five times in 2025 compared to 2021, indicating a shift in media strategy despite a slowdown in traditional formats.
On television, Life Insurance and Mortgage Loans have retained their top positions among categories, while Life Insurance Corporation of India has remained the leading advertiser with an 11% share of ad volumes.
The top 10 advertisers have contributed 51% of total ad volumes, and the top 10 brands have accounted for 35%.
News channels have continued to dominate media selection, accounting for 68% of BFSI ad volumes on TV, followed by general entertainment channels at 14%.
In digital, Banking Services & Products have led with a 27% share of ad impressions. Axis Bank has emerged as the top advertiser with a 12% share, while programmatic buying has accounted for 91% of total digital ad transactions.
Print has shown consistent growth, with ad space increasing 64% in 2025 compared to 2021. The South Zone has led print advertising with a 33% share, while English-language publications have dominated with 62% share of ad space.
Radio advertising has also expanded, with ad volumes increasing 45% in 2025 compared to 2021. Maharashtra has led radio advertising with an 18% share, and evening and morning time bands have accounted for 84% of ad volumes.
Across media, Life Insurance has remained the dominant category, while Muthoot Finance Loan Against Gold has continued to lead among TV brands with a 9% share of ad volumes.
The report has also noted the entry of new advertisers across platforms, with digital seeing the highest churn, where seven of the top ten advertisers have been new entrants in 2025 compared to the previous year.
