TAM AdEx - Half Yearly Advertising Report - BFSI.PDF

Half Yearly Report for
Advertising in
BANKING FINANCE INVESTMENTS (BFSI)
Media: TV, Print, Radio & Digital
Period: Jan-Jun’23
Source: AdEx India, A division ofTAM Media Research

2.
3.
4.
1.
The BFSI sector's ad volumes on television increased
by 4% in Jan-Jun’23 over Jan-Jun’22.
Life Insurance and Lic of India topped categories
and advertisers lists respectively, during Jan-Jun’23.
Ad Space of BFSI sector decreased by 7% in Jan-Jun’23
over Jan-Jun’22.
LIC of India was the leading Advertiser in H1’23
with 19% share of sector’s ad space.
Muthoot Finance Loan Against Gold was the
leading brand in Jan-Jun’23 with 8% share of ad
volumes.
News (68%) was the top channel genre followed by
Movies (14%) in H1’23.
LIC was the leading Brand during Jan-Jun’23.
South Zone secured 1st position in BFSI advertising
with 34% share.
Period : Jan-Jun’22 and Jan-Jun’23
Highlights – Part 1
Television Print

7.
5.
6.
Index ad volume growth of BFSI sector increased by
32% during Jan-Jun’23 compared to Jan-Jun’22.
Top 10 Advertisers added 81% share of ad volumes
among which LIC of India was the leading
advertiser.
BFSI ad impressions on Digital saw 91% rise during
the Jan-Jun’23 over Jan-Jun’22.
Mutual Funds category was on top with 18% share
of sector’s advertising.
Maharashtra was the leading state with 20% share
of ad volumes followed by Gujarat with 16% share.
Advertising for BFSI was preferred in Evening and
Morning time-band on Radio.
Highlights – Part 2
8.
Top 10 Advertisers had 47% of ad impressions with
AMFI leading the list.
Programmatic was the leading transaction method
for Digital advertising of BFSI sector in Jan-Jun’23.
Radio Digital

Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Jun’23 compared to Jan-Jun’22
01
TV

Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Jun’23 compared to Jan-Jun’22
Ad Volumes’ Trend for BFSI on TV
BFSI sector's ad volumes on television increased by 4% in during Jan-
Jun’23 compared to Jan-Jun’22.
100
104
Jan-Jun'22 Jan-Jun'23
Index: Jan-Jun’22=100
Indexed Growth in Ad Volumes

Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top 10 Categories and Advertisers of BFSI sector on TV
 The top 10 categories together accounted for 85% share of ad volumes in TV during Jan-Jun’23.
 Life Insurance & Mortgage Loans retained their 1st & 2nd positions in Jan-Jun’23 over Jan-Jun’22.
 Housing/Construction Loans, Multiple Loans & Retail Banking were the new entrants in the top 10 list of categories in Jan-Jun’23
compared to Jan-Jun’22.
 During Jan-Jun’23, the top 10 advertisers accounted for 58% of total ad volumes.
 LIC of India & Muthoot Financial Enterprises retained their 1st & 2nd positions during H1’23 over H1’22.
 Piramal Capital & Housing Finance was an exclusive advertiser with 5% share of ad volume in H1’23 over H1’22.
Period : Jan-Jun’23
Top 10 Categories % Share
Life Insurance 30%
Mortgage Loans 17%
Banking-Services & Products 9%
Corporate-Financial Institute 5%
Housing/Construction Loans 5%
Health/Accidents General Insurance 5%
Credit Cards 4%
Mutual Funds 3%
Multiple Loans 3%
Retail Banking 3%
Top 10 Advertisers % Share
Life Insurance Corporation Of India 18%
Muthoot Financial Enterprises 8%
IIFL Finance 6%
Piramal Capital & Housing Finance 5%
AMFI (Association Of Mutual Funds In India) 5%
Bandhan Bank 3%
SBI Life Insurance Company 3%
Visa International Service Association 3%
Shriram Life Insurance Company 3%
HDFC Standard Life Insurance Company 3%

Top 10 Brands of BFSI sector on TV
Period : Jan-Jun22 and Jan-Jun’23
Top 10 Brands
Muthoot Fin Loan Against Gold 8%
AMFI (Asso. Of Mutual Funds In India) 5%
IIFL Finance Gold Loan 5%
LIC Jeevan Akshay 7/Jeevan Shanti 5%
LIC New Pension Plus 4%
Piramal Finance Home Loan 4%
Bandhan Bank 3%
SBI Life 3%
Visa Card 3%
HDFC Life 2%
 Top 10 Brands accounted for 42% share of ad volumes in H1’23 over H1’22
with Muthoot Finance Loan Against Gold leading the list.
 LIC New Pension Plus & Piramal Finance Home Loan were exclusive
brands during Jan-Jun’23 over Jan-Jun’22.

Most Preferred Channel Genres by BFSI advertisers on TV
 Top 2 TV channel genres accounted for 82% of ad volumes share for BFSI sector during H1’23.
 News Channel Genre was most preferred by BFSI players in Jan-Jun’23.
Channel Genres % Share
News 68%
Movies 14%
GEC 12%
Sports 3%
Music 1%
Others (6) 2%

Most Preferred Program Genres by BFSI advertisers on TV
 News Bulletin, the most preferred program genre to promote brands in BFSI sector on Television.
 Top 2 program genres i.e. News Bulletin and Feature Films together added 61% of the sector’s ad
volumes.
Top 10 Program Genres % Share
News Bulletin 46%
Feature Films 15%
Business Program 10%
Drama/Soap 5%
Interviews/Portraits/Discussion 5%
Cricket 2%
Reviews/Reports 2%
Religious/Devotional/Astrology 2%
Film Based Magazines 1%
Action/Thriller 1%

Time Band analysis for BFSI advertising on TV
 Prime Time garnered 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 73% share.
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59
13%
19%
22%
9%
32%
5%

Preference of ad size by advertisers of BFSI sector on TV
 Advertisers of BFSI sector preferred 20 - 40 sec ad size on TV during H1’23.
 20-40 seconds and <20 seconds ads together covered 92% share.
16%
76%
5% 3%
< 20 Sec 20-40 Sec 40-60 Sec > 60 Sec

02
Print
Period : Jan-Jun’23 compared to Jan-Jun’22
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads

Ad Space for BFSI Sector in Print
Ad Space of BFSI sector witnessed degrowth of 7% in Jan-Jun’23
compared to Jan-Jun’22.
100
93
Indexed Growth in Ad Space

Top 10 Categories and Advertisers of BFSI in Print
 Public Issues & Life Insurance retained their 1st and 2nd positions in H1’23 over H1’22 with Public Issues leading the list.
 Fixed Deposits & Retail Baking were the only new entrants in the top 10 list of categories during H1’23 over H1’22.
 During H1’23, the top 10 categories together added 88% share of ad space.
 LIC of India retained its 1st position in Jan-Jun’23 with 19% share of ad space.
 Adani Enterprises was an exclusive advertiser during Jan-Jun’23 with 2% share of ad space.
 In Print Medium, the top 10 advertisers of BFSI Sector together added 38% share of ad space in Jan-Jun’23.
Public Issues 27%
Life Insurance 21%
Balance Sheet 8%
Mutual Funds 7%
Fixed Deposits 3%
Mortgage Loans 3%
Retail Banking 2%
National Payments Corporation Of India 3%
Housing Development Finance Corporation 3%
SBI (State Bank Of India) 3%
Adani Enterprises 2%
Union Bank Of India 2%
Muthoot Financial Enterprises 2%
HDFC Asset Management Company 2%
Punjab National Bank 2%
ICICI Bank 1%

Top 10 Brands of BFSI in Print
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-Jun’22 and Jan-Jun’23
Top 10 Brands
 Out of the top 10 brands, 5 of them belonged to LIC of India in H1’23.
 The top 10 brands accounted for 25% share of the total ad space in Print.
 LIC Dhan Varsha, Adani Enterprise-IPO, HDFC Systematic Investement
Plan & LIC New Pension Plus were exclusive brands present in Jan-Jun’23
over Jan-Jun’22.
LIC 4%
LIC New Jeevan Shanti 4%
NPCI-UPI 3%
HDFC Home Loans 3%
LIC Dhan Varsha 2%
LIC Jeevan Akshay 7 2%
Adani Enterprises-IPO 2%
HDFC Systematic Invest Plan 2%
Muthoot Fin Loan Against Gold 2%
LIC New Pension Plus 1%

Newspaper: Publication Language & Genre for BFSI in Print
 English language has the highest share of ad space, i.e., 51%. The Top 5 Publication languages
together added 88% share of sector’s ad space.
 General Interest dominates ad space in General Newspaper with 59%.
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-Jun’23
Publication Genre % Share
General Interest 59%
Business/Finance/Economy 41%
Focus on Advertising in General Interest Newspapers by
advertisers
Publication Languages
51%
23%
6%
4%
3%
12%
English Hindi Marathi Gujarati Tamil Others (8)

 South Zone was the leading territory with 34% share of BFSI advertising in Print in Jan-Jun’23.
 Mumbai & New Delhi were top cities in West Zone and North Zone respectively. Also, they were
the top two cities in PAN India during H1’23.
Zone wise Advertising share of BFSI Sector in Print
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-Jun’23
Top 2 Cities - East Zone
Kolkata
Patna
Top 2 Cities – North Zone
New Delhi
Chandigarh
Top 2 Cities - South Zone
Bangalore
Chennai
Top 2 Cities – West Zone
Mumbai
Ahmedabad
Zone % Share
South Zone 34%
West Zone 27%
North Zone 26%
East Zone 13%

03
RADIO
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads

Ad Volumes’ Trend for BFSI Sector on Radio
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-Jun’23 compared to Jan-Jun’22
Index ad volume growth of BFSI sector witnessed surge of 32%
during Jan-Jun’23 compared to Jan-Jun’22.
100
132
Indexed Growth in Ad Volumes

Top 10 BFSI Categories and Advertisers on Radio
 Life Insurance dominates the Category list with 28% of the total BFSI ad volumes. Top 10 categories added 91%
ad volume share of sector on Radio.
 The Top 4 brands retained their respective positions in Jan-Jun’23 compared to Jan-Jun’22.
 Top 10 Advertisers added 81% share of ad volumes during H1’23, among which LIC of India was the leading
advertiser.
 AMFI was an exclusive advertiser during Jan-Jun’23 compared to Jan-Jun’22.
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads
Life Insurance 28%
Mortgage Loans 5%
Fixed Deposits 2%
Auto Loans 2%
Multiple Loans 2%
Automobile General Insurance 1%
LIC Housing Finance 14%
HDFC Ergo General Insurance Company 12%
Bank Of Baroda 4%
Punjab National Bank 3%
Cholamandalam MS General Insurance 3%
AMFI (Association Of Mutual Funds In
India)
3%
Union Bank Of India 3%
The Federal Bank 3%

Top 10 Brands of BFSI on Radio
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-Jun’22 and Jan-Jun’23
Top 10 Brands
LIC Housing Finance 14%
HDFC Ergo Health Insurance 10%
LIC 8%
SBI Home Loan 4%
LIC Dhan Varsha 4%
LIC Nivesh Plus 4%
LIC Jeevan Umang 3%
LIC Pension Plus 3%
India)
3%
 Top 10 Brands accounted for 58% share of ad volumes in the Jan-Jun’23,
in which LIC Housing Finance retained its 1st position.
 5 out of Top 10 brands belonged to LIC of India during H1’23.
 LIC Dhan Varsha, LIC Pension Plus & AMFI were exclusive brands present
in the top 10 list in H1’23 over H1’22.

State-wise share of BFSI advertising on Radio
 The Top 3 states occupied 47% share of Ad Volumes for the BFSI sector.
 Maharashtra was the leading state for advertising on Radio with 20% share of the sector’s ad
volumes in Jan-Jun’23.
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-Jun’23
20%
16%
11%
11%
9%
7%
7%
7%
5%
4% 3%
Maharashtra Gujarat Uttar Pradesh Tamil Nadu
Andhra Pradesh Delhi West Bengal Karnataka
Rajasthan Madhya Pradesh Kerala

Time Band analysis for BFSI advertising on Radio
 Advertising for BFSI was preferred in Evening closely followed by Morning time-band on Radio.
 87% share of the BFSI Ad Volumes were in Evening and Morning time-bands in Jan-Jun’23.
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-Jun’23
42%
11%
45%
2%
Morning
6:00 to 10:59
Afternoon
11:00 to 16:59
Evening
17:00 to 21:59
Night
22:00 to 05:59

04
Digital
Note: Figures are based on Impressions for Digital

Ad Impressions Trend for BFSI Sector on Digital
Note: Figures are based on Impressions for Digital Period : Jan-Jun’23 compared to Jan-Jun’22
On Digital medium, ad impressions observed a massive surge of 91%
during the H1’23 compared to H1’22.
100
191
Indexed Growth in Ad Impressions

Top 10 Categories and Advertisers of BFSI on Digital
 Mutual Funds ascended to 1st position with 18% share of ad impressions in H1’23. Also, the top 10 categories
together accounted for 92% share of ad impressions.
 Credit Cards & Retail Banking were the new entrants in the top 10 list of categories during Jan-Jun’23.
 Top 10 Advertisers collectively added 47% share of ad impressions during H1’23 with AMFI leading the list of
advertisers.
Note: Figures are based on Impressions for Digital Period : Jan-Jun’22 and Jan-Jun’23
Mutual Funds 18%
Life Insurance 17%
Securities/Sharebroking Organization 14%
Automobile General Insurance 4%
Credit Cards 3%
Retail Banking 2%
India)
11%
Sundaram Asset Management Company 7%
Canara HSBC & OBC Life Insurance
Company
7%
Olymp Trade 4%
Axis Bank 4%
Tata AIG General Insurance Company 4%
Tata AIA Life Insurance Company 4%
Bajaj Allianz General Insurance Company 2%
National Payments Corporation Of India 2%

Top 10 Brands of BFSI on Digital
Note: Figures are based on Impressions for Digital Period : Jan-Jun’22 and Jan-Jun’23
Top 10 Brands
India)
11%
Sundaram Mutual Fund 7%
Olymp Trade App 4%
Canara HSBC & OBC I Select Term Plan 4%
Tata AIA Life Insurance 3%
Axis Bank 3%
Canara HSBC &OBC Life Insurance 3%
Tata AIG Auto Secure Car Insurance 2%
Visa Card 2%
SBI Home Loan 2%
 Top 10 Brands accounted for 41% share of ad impressions in Jan-Jun’23.
 AMFI retained its 1st position with 11% share of ad impressions in H1’23
over H1’22.

Transaction Methods of Digital Advertising in BFSI Sector
Note: Figures are based on Impressions for Digital Period : Jan-Jun’23
61%
20%
12%
5% 2%
 Programmatic was the leading transaction method for
Digital advertising of BFSI sector in Jan-Jun’23 with 61% of
share.
 Programmatic and Programmatic/Ad Network
transaction methods together captured 80% share of BFSI
ad impressions on Digital.
Programmatic Programmatic/Ad Network
Ad Network Programmatic
Direct
Direct

For any queries write to: taminsights@tamindia.com
Website Link: www.tamindia.com

TAM AdEx - Half Yearly Advertising Report - BFSI.PDF

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