Life insurance advertising on television between January and November 2004 registered a rise of 84 per cent over the corresponding period in 2003. The total amount spent up to November was Rs 257.5 crore (Rs 139.7 crore). Life Insurance Corporation of India was the biggest spender, accounting for 27 per cent of the ad spend by insurance firms.
According to data from AdEx India, a unit of TAM Media Research, the amount spent on advertising in the second half of 2004 (up to November), was lesser than the first half. From 2000 to 2003, there has been a 353 per cent increase in the spends.
ICICI Prudential Life Insurance has been the second big spender (with 25 per cent of the share). Tata AIG Life Insurance was the third largest spender but accounted for only 9 per cent; Dabur CGU and Max New York 8 per cent each. Other companies' share collectively stood at 23 per cent. Some of these companies are SBI Life, MetLife India and Kotak Mahindra Old Mutual.