Advertising spends/advertising expenditure of BFSI industry in 2022

Rewinding Y 2022 for
Advertising in
BANKING FINANCE INVESTMENTS
(BFSI)
Media: TV, Print, Radio & Digital
Period: Y 2022
Source: AdEx India, A division ofTAM Media Research

2.
3.
4.
1.
The BFSI sector's ad volumes on television increased
by 13% in the Y 2022 as compared to Y 2020.
Life Insurance and LIC of India topped categories
and advertisers lists respectively, in the Y 2022.
Ad Space of BFSI sector grew by 74% in Y 2022 over Y
2020 and by 16% in Y 2022 as compared to Y 2021.
LIC of India was the leading Advertiser in the Y 2022
with 20% share of sector’s ad space.
4 out of Top 10 Brands belongs to LIC of India.
News (67%) was the top channel genre followed by
Movies (13%) in the Y 2022.
LIC was the leading Brand in the Y 2022.
South Zone topped in BFSI advertising with 34%
share.
Period : 2022 vs 2021
Highlights – Part 1
Television Print

7.
5.
6.
Index ad volume growth of BFSI sector increased by
27% during Y 2022 as compared to Y 2020.
Top 10 Advertisers added 76% share of ad volumes
among which LIC of India was the leading
advertiser.
BFSI ad insertions on Digital saw 5% rise during the
Y 2022 over Y 2021.
Life Insurance category was on top with 27% share
of sector’s advertising.
Maharashtra state topped with 20% share of ad
volumes followed by Gujarat with 15% share.
Advertising for BFSI was preferred in Evening and
Morning time-band on Radio.
Period : 2022 vs 2021
Highlights – Part 2
8.
Top 10 Advertisers had 39% of ad insertions with
LIC of India leading the list.
Ad Network was the top transaction method for
Digital advertising of BFSI sector in the Y 2022.
Radio Digital

Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : 2022 compared to 2021
01
TV

Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : 2022-21 compared to 2020
Ad Volumes’ Trend for BFSI on TV
The BFSI sector's ad volumes on television increased by 13% in the Y
2022 as compared to Y 2020.
100
117 113
Y 2020 Y 2021 Y 2022
Index: Y 2020=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
 Life Insurance had the highest ad volume share among any of the BFSI sector with 24%. The Top 5
categories accounted for more than 60% of the total ad volume of the Sector.
 During the Y 2022, the top 10 advertisers accounted for 53% of total ad volume, with LIC of India
leading the pack with a 16% share.
Period : 2022
Top 10 Categories % Share
Life Insurance 24%
Mortgage Loans 18%
Corporate-Financial Institute 8%
Banking-Services & Products 6%
Credit Cards 5%
Securities/Sharebroking Organization 4%
Retail Banking 4%
Mutual Funds 4%
Health/Accidents General Insurance 3%
Corporate-NBFCS 3%
Top 10 Advertisers % Share
LIC of India 16%
Muthoot Financial Enterprises 10%
AMFI (Asso Of Mutual Funds In India) 8%
HDFC Standard Life Insurance Co 3%
IIFL Finance 3%
Shriram Life Insurance Co 3%
Visa International Service Asso 3%
Axis Bank 2%
Bank Of Baroda 2%
ICICI Bank 2%

Top 10 Brands of BFSI sector on TV
Period : 2022
Top 10 Brands
Muthoot Fin Loan Against Gold 10%
LIC Jeevan Akshay 7 3%
IIFL Finance Gold Loan 3%
LIC- IPO 3%
Visa Card 3%
LIC SIIP 2%
LIC Nivesh Plus 2%
Axis Bank 2%
Shriram Life Assured Income Plan 2%
 Among the Top 10 BFSI brands, 4 of them were of LIC of India.
 Top 10 Brands accounted 39% share of ad volumes in the Y 2022 with
Muthoot Fin Loan Against Gold securing 1st position.

Most Preferred Channel Genres by BFSI advertisers on TV
 Top 2 TV channel genres accounted for 80% of ad volumes share for BFSI sector during the Y 2022.
 News Channel Genre most preferred by BFSI players in the Y 2022.
Period : 2022
Channel Genres % Share
News 67%
Movies 13%
GEC 12%
Sports 2%
Music 2%
Others (6) 2%

Most Preferred Program Genres by BFSI advertisers on TV
 News Bulletin, the most preferred program genre to promote brands under BFSI sector on
Television.
 Top 2 program genres i.e. News Bulletin and Feature Films together added more than 55% of the
sector’s ad volumes.
Period : 2022
Top 10 Program Genres % Share
News Bulletin 43%
Feature Films 13%
Business Program 10%
Interviews/Portraits/Discussion 5%
Drama/soap 4%
Reviews/reports 3%
Film Based Magazines 2%
Cricket 1%
Religious/devotional/astrology 1%
Film Songs 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%.
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
12%
19%
23%
10%
31%
5%
Period : 2022

Preference of ad size by advertisers of BFSI sector on TV
 Advertisers of BFSI sector preferred 20 - 40 secs ad size on TV.
 20-40 seconds and <20 seconds ads together covered 89% shares in the Y 2022.
Period : 2022
15%
74%
8%
3%
< 20 Sec 20-40 Sec 40-60 Sec > 60 Sec

02
Print
Period : 2022 compared to 2021
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads

Period : 2022-21 compared to 2020
Ad Space for BFSI Sector in Print
Ad Space of BFSI sector grew by 74% in Y 2022 over Y 2020 and by
16% in Y 2022 as compared to Y 2021.
100
150
174
Y 2020 Y 2021 Y 2022
Index: Y 2020=100
Indexed Growth in Ad Space

Period : 2022
Top 10 Categories and Advertisers of BFSI in Print
 Public Issues dominated the Top 10 Categories with 20% of Ad space share.
 LIC of India was the top advertiser in the sector with 14% share of ad space during the Y 2022.
 Top 10 categories and advertisers accounted for 58% and 28% share of ad space respectively.
Public Issues 20%
Life Insurance 12%
Mutual Funds 6%
Mortgage Loans 2%
Fixed Deposits 2%
Housing/Construction Loans 2%
Corporate-NBFCS 2%
Multiple Loans 1%
LIC of India 14%
SBI (State Bank Of India) 2%
Canara Bank 2%
SBI Funds Management 2%
Punjab National Bank 1%
National Payments Corp Of India 1%
ICICI Bank 1%
Nippon Life India Asset Mgmt 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 : 2022
Top 10 Brands
 Brands of LIC of India dominates the Top Brands list in the Y 2022.
 The top 10 brands accounted for 17% share of the total Ad Space in Print.
LIC 4%
LIC-IPO 3%
LIC Jeevan Akshay 7 2%
NPCI-UPI 1%
LIC Dhan Rekha 1%
Acko General Auto Insurance 1%
Muthoot Fin Loan Against Gold 1%
SBI Mutual Fund 1%
LIC New Pension Plus 1%

Newspaper: Publication Language & Genre for BFSI in Print
 English language has the highest share of Ad Space, i.e., 48%. The Top 5 Publication languages
together added 87% share of sector’s ad space.
 General Interest commands Ad Space in General Newspaper with 62%.
Publication Genre % Share
General Interest 62%
Business/Finance/Economy 38%
Focus on Advertising in General Interest Newspapers by
advertisers
Publication Languages
48%
24%
6%
5%
3%
12%
English Hindi Marathi Gujarati Tamil Others (8)

 South Zone transcends with 34% share of BFSI advertising in Print in the Y 2022.
 Mumbai & New Delhi were top cities in West Zone and North Zone respectively.
Zone wise Advertising share of BFSI Sector in Print
Top 2 Cities - East Zone
Kolkata
Patna
Top 2 Cities - West Zone
Mumbai
Ahmedabad
Top 2 Cities - South Zone
Bangalore
Chennai
Top 2 Cities - North Zone
New Delhi
Chandigarh
Zone % Share
South Zone 34%
North Zone 26%
West Zone 27%
East Zone 12%

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 : 2022-21 compared to 2020
Index ad volume growth of BFSI sector increased by 27% during Y
2022 as compared to Y 2020. When compared to Y 2021, BFSI
Sector witnessed marginal ad volume drop in Y 2022.
100
129 127
Y 2020 Y 2021 Y 2022
Index: Jan-Mar'21=100
Indexed Growth in Ad Volumes

Period : 2022
Top 10 BFSI Categories and Advertisers on Radio
 Life Insurance dominates the Category list with 30% of the total BFSI ad volumes. Top 10
categories added 89% ad volume share of sector on Radio.
 Top 10 Advertisers added 76% share of ad volumes during the Y 2022, among which LIC of India
was the leading Advertiser.
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads
Life Insurance 30%
Mortgage Loans 5%
Mutual Funds 4%
Multiple Loans 3%
Corporate-NBFCS 3%
Fixed Deposits 2%
LIC of India 28%
LIC Housing Finance 14%
Bank Of Baroda 9%
Punjab National Bank 4%
Union Bank Of India 3%
Cholamandalam Ms General Insurance Co 2%
SBI Funds Management 2%

Top 10 Brands of BFSI on Radio
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : 2022
Top 10 Brands
LIC Housing Finance 14%
LIC 6%
LIC Jeevan Labh 6%
LIC Nivesh Plus 5%
LIC Jeevan Umang 5%
LIC Dhan Rekha 3%
Bob Housing Finance 2%
PNB (Punjab National Bank) 2%
 Top 10 Brands accounted for 49% share of ad volumes in the Y 2022, in
which LIC Housing Finance is the leading Brand.
 6 out of Top 10 brands were of LIC of India during Y 2022.

State-wise share of BFSI advertising on Radio
 The Top 3 states occupied 45% share of Ad Volumes for the BFSI sector.
 Maharashtra tops the state-list with 20% share of the sector’s ad volumes in the Y 2022.
20%
15%
11%
9%
9%
8%
8%
7%
5%
4%
4%
Maharashtra Gujarat Tamil Nadu Delhi
Uttar Pradesh Andhra Pradesh 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.
 85% share of the BFSI Ad Volumes were in Evening and Morning time-bands in the Y 2022.
40%
13%
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 Insertions for Digital

Ad Insertions’ Trend for BFSI Sector on Digital
Note: Figures are based on Insertions for Digital Period : 2022-21 compared to 2020
On Digital medium, ad insertions grew by 10% during the Y 2022 as
compared to the Y 2020.
100
105
110
Y 2020 Y 2021 Y 2022
Index: Y 2020=100
Indexed Growth in Ad Insertions

Top 10 Categories and Advertisers of BFSI on Digital
 Life Insurance was the leading category with 22% share of digital sector’s advertising. Top 10
categories added 88% share of sector ad insertions.
 Top 10 Advertisers had 39% share of ad insertions during the Y 2022 with LIC of India on top of the
list adding 10% share.
Note: Figures are based on Insertions for Digital Period : 2022
Life Insurance 22%
Mutual Funds 19%
Securities/Sharebroking Organization 12%
Automobile General Insurance 4%
Corporate-NBFCS 4%
Personal/Professional Loans 2%
LIC of India 10%
Tata AIG General Insurance 4%
SBI Life Insurance Company 3%
DSP Investment Managers 3%
Tata AIA Life Insurance Comp 3%
Poonawalla Fincorp 2%
Bajaj Finserv 2%
ICICI Prudential Asset Mgmt Co 2%
Kotak Mahindra Asset Management 2%

Top 10 Brands of BFSI on Digital
Top 10 Brands
LIC New Jeevan Anand 5%
licindia.com 4%
Tata AIG Autosecure Car Insurance 3%
Tata AIA Life Insurance 3%
Poonawalla Fincorp 2%
Zerodha 2%
DSP Tax Saver Fund 2%
Bajaj Finserv 2%
Kotak Mutual Fund 2%
 Top 10 Brands accounted 31% share of ad insertions in the Y 2022 with
AMFI (Asso of Mutual Funds in India) leading the list.

Transaction Methods of Digital Advertising in BFSI Sector
Note: Figures are based on Insertions for Digital Period : 2022
53%
22%
13%
5% 4%
 Ad Network was the top transaction method for Digital
advertising of BFSI sector in theY 2022 with 53% of share.
 Programmatic/Ad Network and Programmatic
transaction methods together captured 35% share of BFSI
ad insertions on Digital.
Ad Network Programmatic/Ad Network
Programmatic Direct Programmatic
Direct

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

Advertising spends/advertising expenditure of BFSI industry in 2022

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