Mumbai: TAM AdEx India has released a quarterly advertising report on the BFSI sector for Jul-Sept’23.

TV:

Ad volumes in the BFSI sector witnessed de-growth during both periods; Apr-Jun’23 and Jul-Sept’23 of 43 per cent and 19 per cent respectively compared to Jan-Mar’23. Whereas, when comparing ad volumes of Jul-Sept’23 with Jul-Sept’22, it increased by 34 per cent.

Mortgage loans, life insurance, corporate-financial institute and banking services & products retained their first, second, third and fourth positions in Jul-Sept’23 compared to Apr-Jun’23. The top 10 categories collectively added 88 per cent share of ad volumes on TV for the BFSI sector. Anywhere Banking was the only new entrant in the top 10 category list and secured ninth position with a three per cent share of ad volumes in Jul-Sept’23 over Apr-Jun’23.

Compared to Apr-Jun’23, IIFL Finance retained its first position with 10 per cent share of ad volumes on TV for BFSI Sector during Jul-Sept’23. National Payments Corporation of India and Manappuram Finance were new entrants in the top 10 advertisers list during Jul-Sept’23 over Apr-Jun’23. Also, there were four exclusive advertisers present in Jul-Sept’23 compared to Apr-Jun’23 for the BFSI sector. Together, the top 10 advertisers added 61 per cent share of ad volumes on TV advertising for BFSI sector during Jul-Sept’23.

IIFL Finance Gold Loan retained its first position with a nine per cent share of ad volumes in Jul-Sept’23 over Apr-Jun’23 for BFSI sector. Manappuram OGL (Online Gold Loan) and Kotak Mahindra Activmoney Savings Account were the only new entrants present in the top 10 brand list of Jul-Sept’23 over Apr-Jun’23. Also, there were four exclusive brands present in the top 10 brand list during Jul-Sept’23 compared to Apr-Jun’23.

The top two TV channel genres accounted for 77 per cent of ad volumes share for the BFSI sector during Jul-Sept’23. The news channel genre was most preferred by BFSI players in Jul-Sept’23.

News bulletin was the most preferred program genre to promote brands in BFSI sector on Television. The top two program genres i.e. News Bulletin and feature films together added 60 per cent of the sector’s ad volumes.

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 74 per cent share.

Advertisers of the BFSI sector preferred 20 - 40 sec ad size on TV during Jul-Sept’23. 20-40 seconds and <20 seconds ads together covered 88 per cent share of ad volumes on TV for the BFSI sector.

Print:

BFSI Sector ad space witnessed growth of eight per cent during Jul-Sept’23 compared to Jan-Mar’23. Whereas, Apr-Jun’23 observed de-growth of 29 per cent compared to Jan-Mar’23. Also, ad space in Jul-Sept’23 was increased by 44 per cent over Jul-Sept’22.

During Jul-Sept’23, the public issues category retained its first position with 51 per cent share of ad space compared to Apr-Jun’23. Banking services & products ascended to second position with 13 per cent share of ad space compared to its fifth position in Apr-Jun’23. Also, Life insurance and mutual funds retained their third and fourth positions in Jul-Sept’23 compared to Apr-Jun’23. Credit cards and securities/sharebroking organisation were the only new entrants in the top 10 category list during Jul-Sept’23 over Apr-Jun’23. The top 10 categories together accounted for 90 per cent share of ad space in Jul-Sept’23.

On print advertising, Life Insurance Corporation of India retained its first position during Q’1, Q’2, and Q’3 of Y 2023. During Jul-Sept’23, there were four new entrants present in the top 10 advertiser list compared to Apr-Jun’23. Also, there were two exclusive advertisers present in the same list during Jul-Sept’23 over Apr-Jun’23. The top 10 advertisers together covered 30 per cent share of ad space in Jul-Sept’23. HDFC Bank ascended to second position in Jul-Sept’23 compared to its 1503 rank in Apr-Jun’23.

LIC ascended to first position in Jul-Sept’23 with four per cent share of ad space compared to its 815 rank in Apr-Jun’23. During Jul-Sept’23, there were four new entrants and four exclusive brands present in the top 10 brand list compared to Apr-Jun’23. Among the first three quarters, Jan-Mar’23 had the highest collective ad space share of 37 per cent of the top 10 brands.

The English language has the highest share of ad space, i.e., 57 per cent. Also, the top five publication languages together added 93 per cent share of the sector’s ad space. Business/finance/economy dominates ad space in general newspaper with 52 per cent.

South Zone was the leading territory with 33 per cent share of BFSI advertising in Print in Jul-Sept’23. New Delhi & Mumbai were the top cities in North Zone and West Zone respectively. Also, they were the top two cities in PAN India during Jul-Sept’23.

Radio:

Index ad volume of the BFSI sector witnessed de-growth of 67 per cent and 49 per cent during Apr-Jun’23 and Jul-Sept’23 respectively, compared to Jan-Mar’23. Also, Jul-Sept’23 observed a de-growth of 20 per cent in ad volumes compared to Jul-Sept’22.

Compared to Apr-Jun’23, the life insurance category retained its first position with 40 per cent share of ad volumes in Jul-Sept’23. Banking services & products ascended to second position in Jul-Sept’23 compared to its third position in Apr-Jun’23. Together, the top 10 categories added 89 per cent share of ad volumes in Jul-Sept’23 for the BFSI sector. Multiple loans and automobile general insurance were the only new entrants in the top 10 category list during Jul-Sept’23 over Apr-Jun’23.

Life Insurance Corporation of India retained its first position with 40 per cent share of ad volumes in Jul-Sept’23 compared to Apr-Jun’23. During Jul-Sept’23, Bank of Baroda was a new entrant in the top 10 advertiser list and secured the third position compared to its 16th position in Apr-Jun’23.

Also, there were three exclusive advertisers present in the top 10 advertiser list during Jul-Sept’23 compared to Apr-Jun’23. The top 10 advertisers together contributed 85 per cent share of ad volumes in Jul-Sept’23.

During Jul-Sept’23, LIC Dhan Vriddhi was a new entrant in the top 10 brand list and secured first position with an 18 per cent share of ad volumes, compared to its 11th position in Apr-Jun’23. Also, there were six exclusive brands present in the top 10 brand list during Jul-Sept’23 over Apr-Jun’23. Out of the top 10 brands present in Jul-Sept’23, five of them belonged to Life Insurance Corporation of India.

Compared to Apr-Jun’23, Maharashtra retained its first position on radio advertising with 20 per cent share of ad volumes in Jul-Sept’23. Together, the top five states accounted for 65 per cent share of ad volumes in Jul-Sept’23.

Advertising for BFSI was preferred in the evening closely followed by the morning time-band on radio. 90 per cent share of the BFSI ad volumes were in evening and morning time-bands in Jul-Sept’23.

Digital:

On Digital medium, ad impressions observed surge of seven per cent during Apr-Jun’23 compared to Jan-Mar’23. Whereas, Jul-Sept’23 observed de-growth in ad impressions of 14 per cent over Jan-Mar’23. Ad impressions during Jul-Sept’23 witnessed a growth of 23 per cent in the BFSI sector compared to Jul-Sept’22.

During Jul-Sept’23, mutual funds and securities/sharebroking organisation retained their first and second positions with 24 per cent and 19 per cent share of ad impressions compared to Apr-Jun’23. Personal/professional loans was the only new entrant in the top 10 category list during Jul-Sept’23 compared to Apr-Jun’23. Also, the top 10 categories together added 94 per cent share of ad impressions in Jul-Sept’23.

In Jul-Sept’23, Nippon Life India Asset Management was a new entrant in the top 10 advertiser list and secured first position with 11 per cent share of ad impressions compared to its 17th position in Apr-Jun’23. There were a total of five new entrants in the top 10 advertiser list during Jul-Sept’23 compared to Apr-Jun’23. The top 10 advertisers together added 43 per cent share of ad impressions in Jul-Sept’23.

During Jul-Sept’23, Nippon India Mutual Fund was a new entrant in the top 10 brand list and secured first position compared to its 21st position in Apr-Jun’23. In Jul-Sept’23, there were total of five new entrants of brands in the top 10 brand list compared to Apr-Jun’23. UPI Chalega was an exclusive brand present in Jul-Sept’23 over Apr-Jun’23.

Programmatic was the leading transaction method for digital advertising of the BFSI sector in Jul-Sept’23 with 73 per cent of the share. Programmatic and programmatic/ad network transaction methods together captured 86 per cent share of BFSI ad impressions on digital.