News Channel Genre was most preferred by BFSI players in Jan-Jun’24
Mumbai: TAM AdEx’s Half-Yearly Report on radio advertising revealed a 9% increase in ad volumes from January to June 2024, compared to a 6% rise during the same period in 2023. The top three sectors contributed nearly 50% of total ad volumes, with the services sector alone accounting for 31% in the first half of 2024. The auto sector followed in second place, capturing a 10% share of ad volumes.
Within the services sector, Properties/Real Estate and Hospitals/Clinics held the top two positions, with 16% and 7% shares of ad volumes, respectively, in H1 2024 compared to H1 2023.
The evening time slot (5:00 PM – 9:59 PM) was the most favored for radio advertising, followed by the morning (6:00 AM – 10:59 AM) and afternoon (11:00 AM – 4:59 PM) slots. Together, the evening and morning time slots accounted for 69% of total ad volumes. Ads lasting between 20-40 seconds were the most preferred duration for radio advertising during both periods.
BFSI sector’s ad volumes on television increased by 19% in during Jan-Jun’24 compared to Jan-Jun’22. Rise was 14% when compared to Jan-Jun’23. Life Insurance & Mortgage Loans categories retained their 1st & 2nd positions in Jan-Jun’24 over Jan-Jun’23
BFSI sector’s ad volumes on Print increased by 27% in during Jan-Jun’24 compared to Jan-Jun’22. Increase was 37% when compared to Jan-Jun’23. Life Insurance category retained its 1st position in H1’24 over H1’23.
Bonds & Credit Cards categories were the new entrants in the top 10 list during H1’24 over H1’23. South Zone secured 1st position in BFSI advertising with 34% share.
Index ad volume growth of BFSI sector witnessed increase of 30% during Jan-Jun’24 compared to JanJun’22. 2% drop seen during Jan-Jun’24 compared to Jan-Jun’23. Life Insurance dominates the Category list with 31% of the total BFSI ad volumes.
Maharashtra was the leading state for advertising on Radio with 20% share of the sector’s ad volumes in JanJun’24. Advertising for BFSI was preferred in Evening and Morning time-band on Radio.
On Digital medium, ad impressions observed Increase by 74% during the H1’24 compared to H1’22. Increase was 17% when compared to H1’23. Securities/Sharebroking Organization category ascended to 1 st position in H1’24 with 20% share of ad impressions compared to 4th rank in H1’23.
Top 10 Advertisers collectively added 50% share of ad impressions during H1’24 with Bajaj Finserv leading the list. Programmatic was the leading transaction method for Digital advertising of BFSI sector in Jan-Jun’24 solely covering 80% share.
On TV BFSI sector’s ad volumes on television increased by 19% in during JanJun’24 compared to Jan-Jun’22. Rise was 14% when compared to JanJun’23.
The top 10 categories together accounted for 89% share of ad volumes in TV during Jan-Jun’24.
Life Insurance & Mortgage Loans retained their 1 st & 2 nd positions in Jan-Jun’24 over Jan-Jun’23. § National Payments Corp. of India & Tata Aig General Insurance Company were the new entrants in the top 10 list of Advertisers in Jan-Jun’24 compared to Jan-Jun’23.
During Jan-Jun’24, the top 10 advertisers accounted for 54% of total ad volumes.
LIC of India & Muthoot Financial Enterprises retained their 1 st & 2 nd positions in advertiser during H1’24 over H1’23.
Television:
Top 3 TV channel genres accounted for 94% of ad volumes share for BFSI sector during H1’24.
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% share.News Channel Genre was most preferred by BFSI players in Jan-Jun’24.
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 63% of the sector’s ad volumes.
Print:
BFSI sector’s ad volumes on Print increased by 27% in during JanJun’24 compared to Jan-Jun’22. Increase was 37% when compared to Jan-Jun’23.
Life Insurance retained its 1 st position in H1’24 over H1’23.
Bonds & Credit Cards were the new entrants in the top 10 list of categories during H1’24 over H1’23.
During H1’24, the top 10 categories together added 47% share of ad space.
LIC of India retained its No 1 position among advertisers in Jan-Jun’24 with 12% share of ad space.
In Print Medium, the top 10 advertisers of BFSI Sector together added 31% share of ad space in Jan-Jun’24
Radio:
Index ad volume growth of BFSI sector witnessed increase of 30% during Jan-Jun’24 compared to Jan-Jun’22.
2% drop seen during Jan-Jun’24 compared to Jan-Jun’23.
Life Insurance dominates the Category list with 31% of the total BFSI ad volumes. Top 10 categories added 91% ad volume share of sector on Radio.
The Top 2 Advertisers retained their respective positions in Jan-Jun’24 compared to Jan-Jun’23.
Top 10 Advertisers added 78% share of ad volumes during H1’24, among which LIC of India was the leading advertiser.
Top 10 Brands accounted for 54% share of ad volumes in the Jan-Jun’24, in which LIC Housing Finance retained its 1st position.
6 out of Top 10 brands belonged to LIC of India during H1’24.
LIC Jeevan Utsav, Acko General Auto Insurance & LIC Index Plus were exclusive brands present in the top 10 list in H1’24 over H1’23.