BFSI sector’s ad volumes on television increased by 19% in during January-June 2024 compared to January-June 2022, as per TAM AdEx-Half Yearly Advertising Report – BFSI. The rise was 14% when compared to January-June 2023.
Life Insurance and Mortgage Loans categories retained their 1st and 2nd positions in January-June 2024 over January-June 2023.
LIC of India and Muthoot Financial Enterprises retained their 1st and 2nd positions in advertiser during H1 2024 over H1 2023. News Channel Genre was most preferred by BFSI players in January-June 2024.
As per the report, the top 10 categories together accounted for 89% share of ad volumes in TV during January-June 2024. Life Insurance and Mortgage Loans retained their 1st and 2nd positions in January-June 2024 over January-June 2023.
National Payments Corporation of India and Tata Aig General Insurance Company were the new entrants in the top 10 list of Advertisers in January-June 2024 compared to January-June 2023.
Top 10 Brands accounted for 39% share of ad volumes in H1 2024 with Muthoot Finance Loan Against Gold leading the list.
National Payments Corporation of India and Share.Market were exclusive brands during January-June 2024 over January-June 2023. Tata AIG Health Insurance was the new entrant in the top 10 list of Brands during January-June 2024, as per the report.
Top three TV channel genres accounted for 94% of ad volumes share for BFSI sector during H1 2024.
News Bulletin, the most preferred program genre to promote brands in the BFSI sector on Television. Top 2 program genres i.e. News Bulletin and Feature Films together added 63% of the sector’s ad volumes.
According to the report, 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 74% share.
Advertisers of BFSI sector preferred 20 – 40 sec ad size on TV during H1 2024. 20-40 seconds and <20 seconds ads together covered 92% share.
BFSI sector’s ad volumes on Print increased by 27% in during January-June 2024 compared to January-June 2022. Increase was 37% when compared to January-June 2023. Life Insurance category retained its 1st position in H1 2024 over H1 2023.
Life Insurance retained its 1st position in H1 2024 over H1 2023. Bonds and Credit Cards categories were the new entrants in the top 10 list during H1 2024 over H1 2023. South Zone secured 1st position in BFSI advertising with 34% share.
During H1 2024, the top 10 categories together added 47% share of ad space. LIC of India retained its 1st position among advertisers in January-June 24 with 12% share of ad space.
In Print Medium, the top 10 advertisers of BFSI Sector together added 31% share of ad space in January-June 2024. Out of the top 10 brands in H1 2024, three of them belonged to LIC of India. The top 10 brands accounted for 20% share of the total ad space in Print.
Aside from LIC, NPCI-UPI, and SBI (State Bank of India), all other brands in the Top 10 list were exclusive to the January to June 2024 period when compared to January to June 2023.
South Zone was the leading territory with 34% share of BFSI advertising in Print in January-June 2024. Chennai and New Delhi were top cities in South Zone and North Zone respectively.
Highlighting the ad volumes’ trend for the BFSI sector on Radio, the report stated that index ad volume growth of the BFSI sector witnessed an increase of 30% during January-June 2024 compared to January- June 2022. 2% drop seen during January-June 2024 compared to January-June 2023. Life Insurance dominates the category list with 31% of the total BFSI ad volumes.
The top two advertisers retained their respective positions in January-June 2024 compared to January-June 2023. Top 10 advertisers added 78% share of ad volumes during H1 2024, among which LIC of India was the leading advertiser.
As per the report, top 10 brands accounted for 54% share of ad volumes in the January-June 2024, in which LIC Housing Finance retained its 1st position. Six out of top 10 brands belonged to LIC of India during H1 2024.
LIC Jeevan Utsav, Acko General Auto Insurance and LIC Index Plus were exclusive brands present in the top 10 list in H1 2024 over H1 2023. The top three states occupied 46% share of Ad Volumes for the BFSI sector.
Advertising for BFSI was preferred in the evening closely followed by morning time-band on Radio. 89% share of the BFSI Ad Volumes were in Evening and Morning time-bands in January-June 2024.
Maharashtra was the leading state for advertising on Radio with 20% share of the sector’s ad volumes in January-June 2024. Advertising for BFSI was preferred in Evening and Morning time-band on Radio.
On Digital medium, ad impressions observed Increase by 74% during the H1 2024 compared to H1 2022. Increase was 17% when compared to H1 2023. Securities/Sharebroking Organization category ascended to 1st position in H1 2024 with 20% share of ad impressions compared to 4th rank in H1 2023, as per the report.
Top 10 Advertisers collectively added 50% share of ad impressions during H1 2024 with Bajaj Finserv leading the list. Programmatic was the leading transaction method for Digital advertising of BFSI sector in January-June 2024 solely covering 80% share.
