TAM AdEx Report for cross media report highlights how did the advertising fare in the BFSI sector across TV, Print, Radio, and Digital for the period of Jan-April 2021.

2. 2.
3.
4.
1.
BFSI ad volumes grew by 2% in Jan-Apr'21 over
same period in previous year
Top 10 advertisers garnered more than 50% share
of ad volumes with LIC of India topping the list
Advertising growth of 49% seen in Jan-Apr'21 over
Jan-Apr'20
LIC of India topped with 30% share of sector’s ad
space
150+ new brands present in the sector during Jan-
Apr'21 over Jan-Apr'20
20-40 seconds and <20 seconds ads together
covered 89% share of ad volumes
4 out of Top 10 new brands were from LIC of India in
Jan-Apr’21
South Zone topped in BFSI advertising with 35%
share. Mumbai & New Delhi were Top 2 cities.
Period : Jan-Apr'21
Highlights – Part 1
Television Print

3. 7.
5.
6.
BFSI ad volumes on Radio grew by 27% in Jan-
Apr'21 over Jan-Apr'20
Life Insurance category topped with 33% of the
BFSI ad volumes
During Jan-Apr’21, Digital ad insertions significantly
grew by 84% over Jan-Apr’20
Life Insurance category was on top with 35% share
of sector’s advertising
Top 10 Advertisers added 88% share of ad volumes
among which LIC of India led the list
Maharashtra state topped with 19% share of ad
volumes followed by Gujarat with 16% share
Period : Jan-Apr'21
Highlights – Part 2
8.
Top 10 Advertisers had 61% of ad insertions with
ICICI Prudential Life Insurance Co. leading the list
Ad Network transaction method topped with 45%
share of BFSI’s ad insertions
Radio Digital

4. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Apr'21 compared to Jan-Apr'20
TV
01

5. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Apr'21 compared to Jan-Apr'20
Ad Volumes’ Trend for BFSI on TV
100 102
Jan-Apr'20 Jan-Apr'21
Indexed Growth in Ad Volumes
Index: Jan-Apr'20=100
 Ad volumes of BFSI sector on Television rose by 2% during Jan-Apr'21 compared to same period in
previous year.

6. 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 33% of ad volumes, the highest among BFSI categories. More than half of the ad
volumes in the sector were covered by the Top 3 categories solely.
 Top 10 advertisers accounted for more than 50% share of ad volumes during Jan-Apr'21 with LIC of
India leading the list.
Top 10 Categories % Share
Life Insurance 33%
Mortgage Loans 13%
Securities/Sharebroking Organization 10%
Health/Accidents General Insurance 6%
Banking-Services & Products 5%
Anywhere Banking 4%
Corporate-Financial Institute 4%
Mutual Funds 4%
Credit Cards 3%
Multiple Loans 3%
Top 10 Advertisers % Share
LIC of India 18%
Muthoot Financial Enterprises 7%
HDFC Standard Life Insurance Co. 5%
Epx Uptech 4%
Shriram Life Insurance Co. 4%
Best Money Gold 4%
ICICI Bank 3%
Securities & Exchange Board of India 3%
Bandhan Bank 3%
AMFI (Asso. of Mutual Funds In India) 3%
Period : Jan-Apr'21

7. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top 10 New Brands of BFSI on TV
 UPstox was the top new brand followed by SEBI during Jan-Apr’21 compared to Jan-
Apr’20.
 More than 150 new brands appeared for BFSI sector during Jan-Apr'21.
Top 10 New Brands
UPstox
SEBI (Securities & Exchange Board of India)
LIC SIIP
Liberty General Insurance
Bharti Axa Life Guaranteed Income Pro
ICICI Bank Digital Banking
Visa Card
Edelweiss Tokio Life Protection Plans
Shriram Life Assured Income Plan
Tata Capital Shubharambh Loans
Period : Jan-Apr'21 compared to Jan-Apr'20

8. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Most Preferred Channel Genres by BFSI advertisers on TV
 News genre alone had nearly 70% of the sector’s ad volumes followed by GEC on 2nd position.
 Top 3 channel genres grabbed 90% of ad volumes share for BFSI sector during Jan-Apr'21.
Channel Genres % Share
News 69%
GEC 11%
Movies 10%
Music 3%
Sports 2%
Others (6) 5%
Period : Jan-Apr'21

9. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Most Preferred Program Genres by BFSI advertisers on TV
 News Bulletin, the most preferred program genre to promote BFSI brands on Television.
 Top 2 program genres i.e. News Bulletin and Feature Films together added more than 50% of the
sector ad volumes.
Program Genres % Share
News Bulletin 43%
Feature Films 12%
Business Program 11%
Interviews/Portraits/Discussion 7%
Reviews/Reports 5%
Drama/Soap 3%
Cricket 2%
Film Based Magazines 2%
Film Songs 2%
Music Shows/Songs 1%
Period : Jan-Apr'21

10. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Time Band analysis for BFSI advertising on TV
 on TV, Prime Time was the most preferred time-band, followed by Afternoon.
 Together, the Prime Time, Afternoon, and Morning time bands combined for more than 70% of ad
volume.
12%
19%
23%
10%
31%
5%
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
Period : Jan-Apr'21

11. 24%
65%
6% 5%
< 20 Sec 20-40 Sec 40-60 Sec > 60 Sec
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
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 added 89% share of sector ad volumes during Jan-
Apr'21.
Period : Jan-Apr'21

12. Period : Jan-Apr'21 compared to Jan-Apr'20
Print
02
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads

13. Period : Jan-Apr'21 compared to Jan-Apr'20
Ad Space for BFSI Sector in Print
100
149
Jan-Apr'20 Jan-Apr'21
Indexed Growth in Ad Space
Index: Jan-Apr'20=100
 When comparing Jan-Apr'21 to Jan-Apr'20, there was a noticeable rise of 49% in ad space of the
Print medium.
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads

14. Period : Jan-Apr'21
Top 10 Categories and Advertisers of BFSI in Print
 Life Insurance topped among the categories of BFSI sector in Print with 1/4th of the ad space’s
share. Top 10 categories added more than 80% of sector ad space during Jan-Apr'21.
 LIC of India was the top advertiser in the sector with 30% share of ad space during Jan-Apr'21.
 Top 10 advertisers accounted for more than 40% share of ad space.
Top 10 Categories % Share
Life Insurance 25%
Audited/Unaudited Financial Report 22%
Public Issues 18%
Health/Accidents General Insurance 6%
Banking-Services & Products 4%
Housing/Construction Loans 4%
Securities/Sharebroking Organization 3%
Bonds 2%
Corporate-NBFCS 2%
Corporate-Financial Institute 2%
Top 10 Advertisers % Share
LIC of India 30%
ICICI Bank 3%
Securities & Exchange Board of India 2%
SBI (State Bank of India) 2%
Indian Railway Finance Co. 2%
National Payments Co. of India 2%
Muthoot Financial Enterprises 1%
LIC Housing Finance 1%
Housing Development Finance Co. 1%
Suryoday Small Finance Bank 1%
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads

15. Top 10 New Brands
ICICI Bank InstaBiz
RailTel Corporation of India-IPO
ICICI Bank Trade Online
LIC Bima Jyoti
LIC Jeevan Tarun
Indian Railway Finance Co.-IPO
LIC Bachat Plus
LIC Money Back Policy
Rupay Contactless Cards
Suryoday Small Finance-IPO
Top 10 New Brands of BFSI in Print
 In Print medium, more than 2000 new brands seen during Jan-Apr'21.
 ICICI Bank InstaBiz was the top new brand followed by RailTel Corporation of India-IPO.
 4 out of Top 10 new brands were from LIC of India during Jan-Apr’21.
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-Apr'21 compared to Jan-Apr'20

16. Publication Genre % Share
General Interest 56%
Business/Finance/Economy 44%
Publication Language % Share
English 52%
Hindi 21%
Marathi 6%
Gujarati 4%
Telugu 4%
Others(8) 13%
Newspaper : Publication Language & Genre for BFSI in Print
 English language was on top with 52% share of ad space. The Top 5 Publication languages together
added 87% share of sector’s ad space.
 General Interest publication genre had 56% share of sector’s ad space in Jan-Apr’21.
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-Apr'21

17. Zone wise Advertising share of BFSI Sector in Print
 Among 4 zones, South Zone topped in BFSI advertising with 35% share during Jan-Apr'21.
 Mumbai & New Delhi were Top 2 cities in overall India for advertising in the sector.
Zone % Share
South Zone 35%
North Zone 27%
West Zone 26%
East Zone 12%
Top 2 Cities - East Zone
Kolkata
Patna
Top 2 Cities - North Zone
New Delhi
Chandigarh
Top 2 Cities - South Zone
Bangalore
Chennai
Top 2 Cities - West Zone
Mumbai
Ahmedabad
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-Apr'21

18. Period : Jan-Apr'21 compared to Jan-Apr'20
Radio
03
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads

19. Ad Volumes’ Trend for BFSI Sector on Radio
100
127
Jan-Apr'20 Jan-Apr'21
Indexed Growth in Ad Volumes
Index: Jan-Apr'20*=100
 Indexed growth in ad volumes for BFSI grew by 27% during Jan-Apr'21 compared to Jan-Apr'20.
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-Apr'21 compared to Jan-Apr'20

20. Period : Jan-Apr'21
Top 10 BFSI Categories and Advertisers on Radio
 On Radio, Life Insurance category topped with 33% of the total BFSI ad volumes. Top 10 categories
added more than 90% share of sector ad volumes on Radio.
 Top 10 Advertisers added 88% share of ad volumes during Jan-Apr'21 among which LIC of India led
the list.
Top 10 Categories % Share
Life Insurance 33%
Housing/Construction Loans 19%
Health/Accidents General Insurance 9%
Securities/Sharebroking Organization 8%
Banking-Services & Products 7%
Anywhere Banking 6%
Mortgage Loans 3%
Automobile General Insurance 2%
Auto Loans 2%
Fixed Deposits 2%
Top 10 Advertisers % Share
LIC of India 32%
SBI (State Bank of India) 20%
Securities & Exchange Board of India 8%
HDFC Ergo General Insurance Co. 7%
LIC Housing Finance 7%
Star Health & Allied Insurance Co. 4%
Bank of Baroda 4%
IDBI Bank 3%
Indusind Bank 2%
National Payments Co. of India 1%
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads

21. Top 10 New Brands of BFSI on Radio
 On Radio, more than 100 new brands present during Jan-Apr'21 over Jan-Apr'20.
 SEBI (Securities & Exchange Board of India) was the top new brand on Radio medium followed by
LIC SIIP on 2nd position.
Top 10 New Brands
SEBI (Securities & Exchange Board of India)
LIC SIIP
LIC Jeevan Anand
Indusind Bank Fixed Deposit
IDBI Bank Fastag
MCX Investor Protection Fund
Saraswat Bank
BOB M-Connect Plus
ESIC (Employees State Insurance Co.)
Aditya Birla Health Insurance
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-Apr'21 compared to Jan-Apr'20

22. State-wise share of BFSI advertising on Radio
 On Radio, The Top 2 states occupied more than 1/3th of ad pie for the BFSI sector.
 Maharashtra state was on top with 19% share of ad volumes followed by Gujarat with 16% share.
19%
16%
11%
9%
8%
8%
8%
8%
5%
5%
3%
Maharashtra Gujarat Tamil Nadu Delhi
Uttar Pradesh Karnataka West Bengal Andhra Pradesh
Rajasthan Madhya Pradesh Kerala
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-Apr'21

23. Time Band analysis for BFSI advertising on Radio
 Advertising for BFSI sector was preferred in Evening and Morning time-band, combining 87% share
of sector ad volumes on Radio.
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads
42%
10%
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
Period : Jan-Apr'21

24. Digital
04
Note: Figures are based on Insertions for Digital Period : Jan-Apr'21 compared to Jan-Apr'20

25. Ad Insertions’ Trend for BFSI Sector on Digital
100
184
Jan-Apr'20 Jan-Apr'21
Indexed Growth in Ad Insertions
Index: Jan-Apr'20=100
 On Digital medium, ad insertions increased significantly by 84% during Jan-Apr’21 compared to
same period in last year.
Note: Figures are based on Insertions for Digital Period : Jan-Apr'21 compared to Jan-Apr'20

26. Top 10 Categories and Advertisers of BFSI on Digital
 On Digital, Life Insurance category was on top with 35% share of sector’s advertising. Top 10
categories added 97% share of sector ad insertions on Digital.
 Top 10 Advertisers had 61% share of ad insertions during Jan-Apr'21 with ICICI Prudential Life
Insurance Co. on top of the list adding 21% share.
Top 10 Categories % Share
Life Insurance 35%
Securities/Sharebroking Organization 18%
Mutual Funds 14%
General Insurance 9%
Housing/Construction Loans 6%
Corporate-Financial Institute 4%
Credit Cards 3%
Health/Accidents General Insurance 3%
Automobile General Insurance 3%
Banking-Services & Products 2%
Top 10 Advertisers % Share
ICICI Prudential Life Insurance Co. 21%
SBI Life Insurance Company 8%
Securities & Exchange Board of India 6%
Nippon Life India Asset Management 6%
LIC of India 5%
Motilal Oswal Securities 5%
LIC Housing Finance 3%
DSP Investment Managers 3%
HDFC Standard Life Insu Co. 2%
Max Life Insurance Co. 2%
Note: Figures are based on Insertions for Digital Period : Jan-Apr'21

27. Transaction Methods of Digital Advertising in BFSI Sector
 Ad Network transaction method topped with 45% share of BFSI’s ad insertions on Digital during
Jan-Apr'21 closely followed by Programmatic/Ad Network with 43% share.
Note: Figures are based on Insertions for Digital
45%
43%
5%
4% 4%
Ad Network Programmatic/Ad Network Programmatic Direct Direct Others (2)
Period : Jan-Apr'21

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