TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf

TAM AdEx :
2023 Cross Media Advertising
Recap - BFSI Sector
SOURCE: ADEX INDIA
A DIVISION OF TAM MEDIA RESEARCH

2.
3.
4.
1.
Ad volumes of BFSI Sector increased by 13% in Y
2023 over Y 2022.
Life Insurance and LIC of India both hold 1st
position in top categories and advertisers lists
respectively, in the Y 2023.
Advertising growth of 15% was observed in Y 2023
over Y 2022 for BFSI Sector.
Among the top advertisers, there were 5 new
entrants during Y 2023 over Y 2022.
Muthoot Finance Loan Against Gold was the
leading brand with 8% share of ad volumes in Y
2023.
News (65%) was the top channel genre followed by
Movies (15%) during Y 2023.
Out of the top 10 brands, 4 of them belonged to Life
Insurance Corporation Of India.
South Zone was the leading territory for BFSI
Advertising in Print with 34% share of ad space.
Also, Bangalore was the top City of South Zone.
Period : 2023
Highlights – Part 1
Television Print

7.
5.
6.
BFSI Sector ad volumes on Radio increased by
13% during the Y 2023 over Y 2022.
In Advertisers, Life Insurance Corporation Of
India retained its 1st position with 24% share of ad
volumes in Y 2023 over Y 2022.
Ad impressions for BFSI Sector significantly
increased by 40% during Y 2023 over Y 2022.
Together, the top 10 categories covered 92% share of
ad impressions with Mutual Funds leading the list.
Maharashtra secured 1st position with 20% share
of ad volumes in Y 2023 for BFSI Sector.
Advertising for BFSI was preferred in Evening and
Morning time-band on Radio.
Period : 2023
Highlights – Part 2
8.
AMFI was the top advertiser on Digital with 8%
share of ad impressions for BFSI Sector.
Programmatic was the top transaction method for
Digital advertising of BFSI sector in the Y 2023.
Radio Digital

Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : 2023 compared to 2022
01
TV

Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2019 to Y 2023
Ad Volumes’ Trend for BFSI Sector on TV
100
110
128 123
139
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
Indexed Growth in AdVolumes
100
57
81
67
Jan-Mar'23 Apr-Jun'23 Jul-Sep'23 Oct-Dec'23
Indexed
Growth
in
Ad
Volumes
QuarterlyTrends :Y 2023
 Indexed Ad Volumes for BFSI Sector on TV witnessed growth from Y 2020 to Y 2023, in which, Y 2023 had the
highest growth of 39% over Y 2019. Also, when we compared Y 2023 with Y 2022, there was growth of 13% in ad
volumes for BFSI.
 Compared to 1st Quarter of Y 2023, 2nd , 3rd and 4th quarters observed de-growth of 43%, 19% and 33% for BFSI
Sector on TV.
Index: Y 2019=100

9.2%
13.0%
10.6%
4.5%
6.2%
8.0%
8.9%
10.2%
7.6%
6.8%
8.5%
6.6%
Jan'23 Feb'23 Mar'23 Apr'23 May'23 Jun'23 Jul'23 Aug'23 Sep'23 Oct'23 Nov'23 Dec'23
Monthly Share of AdVolumes
Monthly Ad Volume Trend of BFSI Sector on TV
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Dec’23
 Ad volumes for BFSI Sector were highest during Feb’23 with 13% share of ad volumes followed by
Mar’23 with 10%.
 There was a drastic decline in ad volumes of BFSI during Apr’23 of 4.5%.

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 added 84% share of ad volumes on TV with Life Insurance leading the list. Also, Life
Insurance and Mortgage Loans retained their 1st and 2nd positions in Y 2023 over Y 2022.
 In the top Categories, Housing/Construction Loans and Retail Banking were the only new entrants in Y 2023 over
Y 2022.
 Life Insurance Corporation of India was the top advertiser of BFSI Sector on TV with 12% share of ad volumes.
 Together, the top 10 advertisers covered 49% share of ad volumes on TV.
Period : 2023
Top 10 Categories % Share
Life Insurance 22%
Mortgage Loans 19%
Banking-Services & Products 9%
Corporate-Financial Institute 7%
Credit Cards 6%
Mutual Funds 5%
Housing/Construction Loans 5%
Retail Banking 4%
Health/Accidents General Insurance 3%
Securities/Sharebroking Organization 3%
Top 10 Advertisers % Share
Life Insurance Corporation Of India 12%
Muthoot Financial Enterprises 8%
IIFL Finance 6%
AMFI (Association Of Mutual Funds In India) 5%
Piramal Capital & Housing Finance 4%
Visa International Service Association 3%
Shriram Life Insurance Company 3%
HDFC Standard Life Insurance Company 2%
Bandhan Bank 2%
National Payments Corporation Of India 2%

Top 10 Brands of BFSI Sector on TV
Period : 2023
Top 10 Brands
Muthoot Finance Loan Against Gold 8%
IIFL Finance Gold Loan 6%
LIC Jeevan Akshay 7/Jeevan Shanti 4%
Visa Card 3%
Piramal Finance Home Loan 2%
Bandhan Bank 2%
LIC New Pension Plus 2%
Shriram Life Assured Income Plan 2%
UPI Chalega 2%
 Muthoot Finance Loan Against Gold remained the top brand of BFSI
Sector on TV during Y 2023 over Y 2022 with 8% share of ad volumes.
 Piramal Finance Home Loan was an exclusive brand during Y 2023 over Y
2022.
 The top 10 brands together accounted for 36% share of ad volumes.

Most Preferred Channel Genres by BFSI Sector advertisers on TV
 News was the most preferred Channel Genre by the BFSI Players with 65% share of ad volumes in
Y 2023.
 News and Movies Channel Genres together contributed 81% share of ad volumes for BFSI on TV.
Period : 2023
Channel Genres % Share
News 65%
Movies 15%
GEC 14%
Sports 3%
Music 2%
Others (6) 1%

Most Preferred Program Genres by BFSI Sector advertisers on TV
 News Bulletin was 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 60% of the sector’s ad
volumes.
Period : 2023
Top 10 Program Genres % Share
News Bulletin 44%
Feature Films 16%
Business Program 11%
Drama/Soap 6%
Interviews/Portraits/Discussion 4%
Cricket 2%
Reviews/Reports 2%
Religious/Devotional/Astrology 2%
Action/Thriller 1%
Film Based Magazines 1%

Time Band analysis for BFSI Sector advertising on TV
 Prime Time garnered highest advertising on TV followed by Afternoon and Morning time-bands.
 Prime Time, Afternoon & Morning time bands together accounted for 73% share of ad volumes.
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 : 2023

Preference of ad size by advertisers of BFSI Sector on TV
 Advertisers of BFSI Sector majorly preferred 20 - 40 secs ad size on TV.
 20-40 seconds and <20 seconds ads together covered 91% shares in the Y 2023.
Period : 2023
74%
16%
6%
3%
20-40 sec <20 sec 45-60 sec >60 sec

02
Print
Period : 2023 compared to 2022
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads

Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2019 to Y 2023
Indexed Ad Space for BFSI Sector in Print
100
76
126
146
169
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
Indexed Growth in Ad Space
100
71
108
126
Indexed
Growth
in
Ad
Space
 Ad Space in Print for BFSI Sector observed consistent growth over the period from Y 2021 to Y 2023. There was
growth of 26%, 46% and 69% in Y 2021, Y 2022 and Y 2023 respectively over Y 2019. Whereas, Y 2020 was the only
year in which ad space decreased by 24% over Y 2019.
 Additionally, compared to Y 2022, there was growth of 15% in ad space for BFSI Sector during Y 2023.
 While analyzing Quarterly Trends of Y 2023, we discovered there was consistent growth in Q’3 and Q’4 of 8% and
26% compared to Q’1. But, Q’2 witnessed 29% of de-growth in ad space over Q’1 of Y 2023.
Index: Y 2019=100

8.0%
5.7%
10.9%
3.6%
4.5%
9.3%
8.3%
7.2%
11.2%
8.4%
11.1%
11.6%
Monthly Share of Ad Space
Monthly Ad Space Trend of BFSI Sector in Print
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-Dec’23
 Sept’23 and Mar’23 both had the highest share of ad space of 11.2% and 11% in Y 2023 for BFSI
Sector. Whereas, Apr’23, May’23 and Feb’23 had the lowest share of 3.6%, 4.5% and 5.7%
respectively.

Period : 2023
Top 10 Categories and Advertisers of BFSI Sector in Print
 Life Insurance retained its position as the top category in BFSI Sector in Y 2023 over Y 2022 with 14% share of ad space. Also, the top 10
categories together accounted for 48% share of ad space.
 During Y 2023, Credit Cards and Bonds entered the top category list and secured 9th and 10th positions, compared to their 14th and 12th
positions respectively in Y 2022.
 Together, the top 10 advertisers covered 28% share of ad space with Life Insurance Corporation Of India leading the list.
 The top advertisers of BFSI Sector included 5 new entrants during Y 2023 over Y 2022.
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads
Life Insurance 14%
Mutual Funds 7%
Balance Sheet 4%
Mortgage Loans 2%
Fixed Deposits 2%
Credit Cards 2%
Bonds 2%
Top 10 Advertisers % Share
SBI (State Bank Of India) 2%
HDFC Asset Management Company 2%
HDFC Bank 2%
Nippon Life India Asset Management 2%
Muthoot Financial Enterprises 2%
Union Bank Of India 2%
Housing Devel Finance Corporation 1%
Axis Bank 1%

Top 10 Brands of BFSI Sector in Print
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : 2023
Top 10 Brands
 LIC dominates the Top Brands list in the Y 2023.
 The top 10 brands of BFSI Sector contributed 16% share of ad space.
 Out of the top 10 brands present in Y 2023, 4 of them belonged to Life
Insurance Corporation Of India.
 HDFC Systematic Invest Plan was the only exclusive brand present during
Y 2023 over Y 2022.
 During Y 2023, HDFC Bank-Corporate ascended to 9th position compared
to its 5035th position in Y 2022.
LIC 3%
NPCI-UPI 2%
HDFC Systematic Invest Plan 2%
LIC New Jeevan Shanti 2%
Muthoot Fin Loan Against Gold 1%
Nippon India Mutual Fund 1%
HDFC Home Loans 1%
LIC Dhan Varsha 1%
HDFC Bank-Corporate 1%
LIC Jeevan Akshay 7 1%

Newspaper: Publication Language & Genre for BFSI Sector in Print
 English was the top Publication Language with 55% share of ad space in Y 2023.
 General Interest dominates ad space in General Newspaper with 54% share.
Publication Genre % Share
General Interest 54%
Business/Finance/Economy 46%
Focus on Advertising in General Interest Newspapers by
advertisers
Publication Languages
55%
22%
5%
5%
3%
10%
English Hindi Gujarati Marathi Malayalam Others (8)

 South Zone was the leading territory for BFSI Sector advertising with 34% share of ad space inY
2023.
 New Delhi & Mumbai were top cities in Pan India duringY 2023.
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 27%
West Zone 26%
East Zone 13%

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

Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Y 2019 to Y 2023
Indexed Ad Volume for BFSI Sector on Radio
100
106
135 133
151
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
Indexed Growth in AdVolumes
100
33
51
84
Indexed
Growth
in
Ad
Volumes
 Ad volumes on Radio for BFSI Sector registered growth from Y 2020 to Y 2023. Ad volumes of Y 2021, Y 2022 and Y
2023 increased significantly by 35%, 33% and 51% respectively over Y 2019.
 There was growth in ad volumes of Y 2020 of 6%. Additionally, Y 2023 observed growth of 13% compared to Y
2022.
 Whereas, BFSI Sector’s Quarterly Trends of Y 2023 reflected de-growth of 67%, 49% and 16% in Q’1, Q’2 and Q’3
compared to Q’1.
Index: Y 2019=100

9.1%
11.4%
16.7%
2.5%
5.5%
4.4%
5.6% 5.8%
7.5%
9.6%
13.4%
8.4%
Monthly Share of AdVolumes
Monthly Ad Volume Trend of BFSI Sector on Radio
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-Dec’23
 BFSI Sector’s ad volume on Radio was highest during Mar’23 and Feb’23 with 17% and 11% respectively. But, it
suddenly witnessed a major decline in Apr’23 of 2.5% after reflecting the highest share of ad volumes in Mar’23.
 From Jul’23 to Nov’23, ad volume share witnessed consistent growth.

Period : 2023
Top 10 BFSI Sector’s Categories and Advertisers on Radio
 Life Insurance dominates the Category list with 25% of the total BFSI ad volumes. Top 10 categories added 88% share of sector ad
volumes on Radio.
 Automobile General Insurance, Retail Banking and Securities/Sharebroking Organization entered the top categories list in Y 2023
over Y 2022.
 Life Insurance Corporation Of India remained the leading advertiser in Y 2023 over Y 2022 with 24% share of ad volumes. Also, the
top 10 advertisers covered 74% share of ad volumes.
 Among the top Advertisers, AU Small Finance Bank was the only exclusive advertiser present in Y 2023 over Y 2022.
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads
Life Insurance 25%
Mortgage Loans 5%
Automobile General Insurance 4%
Multiple Loans 3%
Retail Banking 3%
Top 10 Advertisers
%
Share
LIC Housing Finance 14%
HDFC Ergo General Insurance Company 6%
Bank Of Baroda 4%
Union Bank Of India 4%
ACKO General Insurance 4%
Punjab National Bank 3%
AU Small Finance Bank 2%

Top10 Brands of BFSI Sector on Radio
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : 2023
Top 10 Brands
LIC Housing Finance 14%
LIC 6%
HDFC Ergo Health Insurance 5%
LIC Dhan Vriddhi 5%
ACKO General Auto Insurance 4%
SBI Home Loan 3%
LIC Jeevan Umang 3%
LIC Jeevan Labh 2%
 LIC Housing Finance was the top brand of BFSI Sector on Radio with 14%
share of ad volumes.
 4 out of the top 10 brands were from Life Insurance Corporation Of India.
 The top 10 brands together added 50% ad volume share in Y 2023.
 HDFC Ergo Health Insurance upheaved to 4th position in Y 2023 compared

State-wise share of BFSI Sector advertising on Radio
 BFSI Sector’s advertising share was highest in Maharashtra with 20% in Y 2023.
 Maharashtra, Gujarat and Tamil Nadu together accounted for 46% share of ad volumes.
20%
16%
11%
10%
9%
8%
7%
7%
6%
4%3%
Maharashtra Gujarat Tamil Nadu Uttar Pradesh
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 followed by Morning time-band on Radio.
 88% share of the BFSI Ad Volumes were in Evening and Morning time-bands in the Y 2023.
42%
11%
46%
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

Note: Figures are based on Impressions for Digital Period : Y 2019 to Y 2023
Indexed Ad Impressions for BFSI Sector on Digital
100
43
161
237
331
Y 2019 Y 2020 Y 2021 Y 2022 Y 2023
Indexed Growth in Ad Impressions
100
107
86
125
Indexed
Growth
in
Ad
Impressions
 On Digital, ad impressions observed a massive surge of 3.3 Times and 2.3 Times in Y 2023 and Y 2022 over Y 2019.
Also, ad impressions in Y 2021 were increased by 61% over Y 2019.
 Whereas, Y 2020 reflected de-growth of 57% over Y 2019.
 Compared to Y 2022, there was growth of 40% in ad impressions in Y 2023.
 Both Q’2 and Q’4 of Y 2023 observed growth of 7% and 25% over Q’1, but, ad impressions in Q’3 were decreased
by 43%.
Index: Y 2019=100

5.9%
7.6%
10.3%
6.3%
8.2%
11.0%
6.0%
8.8%
5.7%
9.3%
11.0%
9.7%
Monthly Share of Ad Impressions
Monthly Ad Impression Trend of BFSI Sector on Digital
Note: Figures are based on Impressions for Digital Period : Jan-Dec’23
 Both May’23 and Nov’23 had highest share of ad impressions of 11% for BFSI Sector and Sept’23
observed the lowest share of 5.7%.

Top 10 Categories and Advertisers of BFSI Sector on Digital
 On Digital, Mutual Funds ascended to 1st position with 19% share of ad impressions in Y 2023 over Y 2022. Life
Insurance descended to 5th position in Y 2023 compared to its 1st position in Y 2022.
 In top Categories, Retail Banking was the only new entrant in Y 2023 over Y 2022.
 AMFI continued to be the leading advertiser on Digital with 9% share of ad impressions in Y 2023 over Y 2022.
Together, the top 10 advertisers covered 41% share of ad impressions.
 Out of the top 10 advertisers in Y 2023, there were 6 new entrants among them compared to Y 2022.
Note: Figures are based on Impressions for Digital Period : 2023
Mutual Funds 19%
Life Insurance 12%
Automobile General Insurance 5%
Credit Cards 3%
Retail Banking 2%
Top 10 Advertisers
%
Share
Olymp Trade 6%
Sundaram Asset Management Company 5%
Tata AIG General Insurance Company 4%
Canara HSBC & OBC Life Insurance Company 3%
Nippon Life India Asset Management 3%
Axis Bank 3%
IndusInd Bank 2%

Top 10 Brands of BFSI Sector on Digital
Top 10 Brands
Olymp Trade App 6%
Sundaram Mutual Fund 4%
Nippon India Mutual Fund 3%
Tata AIG Autosecure Car Insurance 3%
UPI Chalega 3%
SBI Home Loan 2%
Tata AIA Life Insurance 2%
Canara HSBC & OBC I Select Term Plan 2%
Axis Bank 2%
 The top brands of BFSI Sector on Digital collectively added 35% share of
ad impressions with AMFI leading the list.
 Nippon India Mutual Fund ascended to 4th position in Y 2023 compared
 Among the top 10 brands present in Y 2023, 4 of them were new entrants
compared to Y 2022.

Transaction Methods of Digital Advertising in BFSI Sector
68%
15%
11%
3%
2%
 Programmatic was the top transaction method for Digital
advertising of BFSI Sector in theY 2023 with 68% of share.
 Programmatic and Programmatic/Ad Network
transaction methods together captured 83% share of BFSI
ad impressions on Digital.
Programmatic Programmatic/Ad Network
Ad Network Programmatic Direct Direct

DISCLAIMER
TAM has made every effort to ensure that the information in this report is appropriate/correct, however TAM does not
assume and hereby expressly disclaim any and all liability to any party for any loss, damage, or disruption caused by
errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause. The
content of the report is only for information and awareness purposes only and not intended to substitute any
professional advice regarding its usages. Before any reference or use of this report in manner kindly connect with TAM
Media Research Pvt. Ltd. All rights including copyright reserved with TAM Media Research Pvt. Ltd.

For any queries write to: taminsights@tamindia.com
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