LIC dominates BFSI sector ad volumes across media in Jan-Marâ€™22: TAM AdEx

The Banking Finance Investments (BFSI) sector saw a 7% growth in ad volumes on Television in Jan-Mar’22 over Jan-Mar’21, TAM AdEx’s data has revealed. In Print, BFSI advertising grew 11% during this period, while the sector recorded a similar growth percentage in Radio ad volumes. Meanwhile, BFSI ad insertions on Digital saw 8% rise during Jan-Mar’22 over Jan-Mar’21.

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The BFSI sector’s ad volumes on television increased by 7% between January and March 2022, compared to the Jan-Mar period of last year. Between Jan-Mar of this year, the top 10 advertisers accounted for more than 60% of the total ad volumes, with LIC of India leading the pack with a 25% share. Life Insurance had the highest ad volume of any BFSI category at 31%. The Top 5 categories accounted for more than 70% of the total ad volumes of the Sector.

Among the Top 10 BFSI brands, four out of the top 10 brands belonged to LIC of India, with LIC’s IPO ads leading the list. The Top 10 brands accounted for 49% share of the ad volumes in Jan-Mar’22.

News Channel Genre was the most preferred by BFSI players during Jan-Mar’22 with a share of 67%, followed by Movies genre with a share of 14%. The Top 2 channel genres on TV together accounted for more than 80% of the ad volumes’ share for the BFSI sector during Jan-Mar’22.

Print

When comparing Jan-Mar’22 to Jan-Mar’21, there was a noticeable rise of 11% in ad space of the Print medium. LIC of India was the top advertiser in the sector with 27% share of the ad space during Jan-Mar’22. Life Insurance and Audited/ Unaudited Financial Report had similar share of BFSI sector in Print with 24% of the Print ad space. The Top 10 categories and advertisers accounted for 92% and 45% share of the ad space, respectively.

LIC of India held the 1st rank in Advertisers list, whereas half of the brands from LIC of India occupied nearly 1/4th of the total share of the print ad space.

English language dailies were on top with 52% share of the sector’s ad space. The Top 5 Publication languages together added 87% share of the sector’s ad space. General Interest is the highest publication genre with 59% of the sector’s ad space.