BFSI ad impressions on Digital jump 91% in H1 2023: Tam Media

BFSI ad impressions on Digital saw 91% rise during the Jan-Jun’23 period over Jan-Jun’22, as per a TAM Media’s half yearly report on advertising in BFSI. Television and Radio also saw growth in BFSI ad volumes. However, ad space of the BFSI sector decreased by 7% in Jan-Jun’23 over Jan-Jun’22.

Television

The BFSI sector’s ad volumes on television increased by 4% in during Jan-Jun’23 compared to Jan-Jun’22. The top 10 categories together accounted for 85% share of the ad volumes in TV during Jan-Jun’23. Life Insurance & Mortgage Loans retained their 1st and 2nd positions, respectively, 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 the total ad volumes. LIC of India and Muthoot Financial Enterprises retained their 1st and 2nd positions, respectively, during H1’23 over H1’22. Piramal Capital & Housing Finance was an exclusive advertiser with 5% share of the ad volumes in H1’23 over H1’22.

The Top 10 Brands accounted for 42% share of the ad volumes in H1’23 over H1’22, with Muthoot Finance Loan Against Gold leading the list. LIC New Pension Plus and Piramal Finance Home Loan were the exclusive brands during Jan-Jun’23 over Jan-Jun’22.

Print

On the other hand, ad space of the BFSI sector in Print witnessed degrowth of 7% in Jan-Jun’23 compared to Jan-Jun’22.

Public Issues and Life Insurance retained their 1st and 2nd positions, respectively, in H1’23 over H1’22, with Public Issues leading the list. Fixed Deposits and 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.

Out of the top 10 brands, five 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, and LIC New Pension Plus were the exclusive brands present in Jan-Jun’23 over Jan-Jun’22.

Radio

Index ad volume growth of BFSI sector witnessed a surge of 32% on Radio during Jan-Jun’23 compared to Jan-Jun’22.

Life Insurance dominated the Category list with 28% of the total BFSI ad volumes. The Top 10 categories added 91% ad volume share of the sector on Radio. The Top 4 brands retained their respective positions in Jan-Jun’23 compared to Jan-Jun’22. The 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.

The Top 10 Brands accounted for 58% share of the ad volumes in the Jan-Jun’23, in which LIC Housing Finance retained its 1st position. Five out of Top 10 brands belonged to LIC of India during H1’23. LIC Dhan Varsha, LIC Pension Plus and AMFI were the exclusive brands present in the top 10 list in H1’23 over H1’22.