BFSI ad volume on TV up 7% in Jan-March’22

According to TAM AdEx report, while Print and Radio each saw 11% growth in ad volume in Jan-Mar'22, it was 8% for Digital

e4m by exchange4media Staff
Published: Jul 6, 2022 10:40 AM  | 3 min read

The BFSI sector's ad volumes on television saw a 7% jump between Jan-Mar’22 compared to January and March of last year, according to TAM AdEx report on the sector across media for the period Jan-March’22. 

While a 11% advertising growth was seen in Jan-Mar'22 over Jan-Mar'21 in print, Radio saw 11% growth and Digital saw 8% rise during the same period. 

On TV, Life Insurance had the highest ad volume among BFSI categories at 31%. The top five categories accounted for more than 70% of the total ad volume of the sector. Between Jan-Mar of this year, the top 10 advertisers accounted for more than 60% of total ad volume, with LIC leading the pack with a 25% share. Top ten BFSI brands accounted for 49% share of ad volumes in Jan-Mar’22 with LIC-IPO topping the list.

The news genre was the most preferred genre for the sector during Jan-Mar’22 followed by movies. These top-two channel genres on TV together accounted for more than 80% of ad volume share for the BFSI sector during Jan-Mar’22.  

On print, comparing Jan-Mar'22 to Jan-Mar'21, there was a noticeable rise of 11% in ad space of the Print medium. Life Insurance and Audited/Unaudited Financial Report had a similar share of the BFSI sector in Print with 24% of the ad space. LIC was the top advertiser in the sector with a 27% share of ad space during Jan-Mar'22 and the top ten categories and advertisers accounted for 92% and 45% share of ad space respectively. LIC held the first rank in advertisers list whereas half of the brands from LIC with nearly one-fourth of the total share of print ad space. 

Furthermore, English language dailies were on top with 52% share of the sector's ad space. The top five publication languages together added 87% share of the sector's ad space.  General Interest has the highest publication genre with 59% of sector’s ad space. 

Meanwhile on Radio, indexed ad volume growth of the BFSI sector grew by 11% during JanMar'22 compared to Jan-Mar'21. Unlike TV and print, on Radio, the Housing/Construction Loans category topped with 31% of the total BFSI ad volumes. Top ten categories added more than 95% share of sector ad volumes while the top ten advertisers added 79% share of ad volumes during Jan-Mar'22 among which LIC of India led the list. In radio, LIC Housing Finance led the list of top ten brands, accounting for more than 60% share of ad volumes in JanMar’22.

On digital, ad insertions grew by 8% during Jan-Mar’22 compared to the same period last year. On the medium, Life Insurance category was on top with 28% share of the sector's advertising and top ten categories added 93% share of sector ad insertions on Digital.  Also the top ten advertisers had 53% share of ad insertions during Jan-Mar'22 with LIC of India on top of the list adding 18% share. The top ten brands accounted for 44% share of ad insertions in Jan-Mar’22 with LIC New Jeevan Anand leading the list.

Ad Network was the top transaction method for digital advertising of the BFSI sector in Jan-Mar’22 and programmatic/ad network and programmatic transaction methods together captured more than 25% share of BFSI ad insertions on digital.


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