TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf

The report showcases that in 2023, Maharashtra ranked first in BFSI sector ad volumes with a 20% share, while on digital platforms, AMFI was the top advertiser, accounting for 8% of total ad impressions in the BFSI sector.

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

2. 2.
3.
4.
1.
Ad volumes of BFSI Sector increased by 13% in Y
2023 over Y 2022.
Life Insuranceand LIC of Indiaboth hold 1
st
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 : 2023Highlights –Part 1
Television Print

3. 7.5.
6.
BFSI Sector ad volumes on Radio increasedby
13% during the Y 2023 over Y 2022.
In Advertisers,Life Insurance Corporation Of
India retained its 1
st
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.
Maharashtrasecured 1
st
position with 20% share
of ad volumes in Y 2023 for BFSI Sector.
Advertising for BFSIwas preferred in Eveningand
Morningtime-band on Radio.
Period : 2023Highlights –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 BFSIsector in the Y 2023.
Radio Digital

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

5. 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 Ad Volumes
100
57
81
67
Jan-Mar'23 Apr-Jun'23 Jul-Sep'23 Oct-Dec'23
Indexed Growth in Ad Volumes
Quarterly Trends : 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 growthof 13%in ad
volumes for BFSI.
Compared to 1
st
Quarter of Y 2023, 2
nd
, 3
rd
and 4
th
quarters observed de-growth of 43%, 19% and 33% for BFSI
Sector on TV.
Index: Y 2019=100

6. 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 Ad Volumes
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%.

7. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top 10 Categoriesand Advertisersof BFSI Sectoron 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 1
st
and 2
nd
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/SharebrokingOrganization 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%

8. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top 10 Brandsof BFSISectoron TV
Period : 2023
Top 10 Brands
Muthoot Finance Loan Against Gold 8%
IIFL Finance Gold Loan 6%
AMFI (Association Of Mutual Funds In India)5%
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 TVduring 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.

9. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
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.
Newsand 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%

10. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Most Preferred Program Genres by BFSI Sector advertisers on TV
News Bulletinwas the most preferred program genre to promote brands under BFSI Sectoron
Television.
Top 2 program genres i.e. News Bulletinand Feature Filmstogether 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%

11. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Time Band analysis for BFSI Sectoradvertising on TV
Prime Time garnered highest advertising on TV followed by Afternoonand Morningtime-bands.
Prime Time, Afternoon& Morningtime 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

12. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Preference of ad size by advertisers of BFSISectoron 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 sec45-60 sec>60 sec

13. 02
Print
Period : 2023 compared to 2022Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads

14. 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
Jan-Mar'23 Apr-Jun'23 Jul-Sep'23 Oct-Dec'23
Indexed Growth in Ad Space
Quarterly Trends : Y 2023
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 growthin Q’3 and Q’4 of 8% and
26% compared to Q’1. But, Q’2 witnessed 29% ofde-growth in ad space over Q’1 of Y 2023.
Index: Y 2019=100

15. 8.0%
5.7%
10.9%
3.6%
4.5%
9.3%
8.3%
7.2%
11.2%
8.4%
11.1%
11.6%
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 Ad Space
Monthly Ad Space Trend of BFSI Sectorin 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.

16. Period : 2023
Top 10 Categoriesand Advertisersof BFSI Sectorin 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 9
th
and 10
th
positions, compared to their 14
th
and 12
th
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
Top 10 Categories % Share
Life Insurance 14%
Banking-Services & Products 9%
Mutual Funds 7%
Balance Sheet 4%
Corporate-Financial Institute 4%
Housing/Construction Loans 3%
Mortgage Loans 2%
Fixed Deposits 2%
Credit Cards 2%
Bonds 2%
Top 10 Advertisers % Share
Life Insurance Corporation Of India 12%
National Payments Corporation Of India 3%
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%

17. Top 10 Brandsof BFSI Sectorin Print
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : 2023
Top 10 Brands
LICdominates 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 9
th
position compared
to its 5035
th
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%

18. Newspaper: Publication Language & Genre for BFSI Sectorin Print
Englishwas the top Publication Language with 55% share of ad space in Y 2023.
General Interest dominates ad space in General Newspaper with 54% share.
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : 2023
PublicationGenre % Share
General Interest 54%
Business/Finance/Economy 46%
Focus on Advertising in General InterestNewspapers by
advertisers
Publication Languages
55%
22%
5%
5%
3%
10%
EnglishHindi GujaratiMarathi Malayalam Others (8)

19. South Zone was the leading territory for BFSI Sector advertising with 34% share of ad space in Y
2023.
New Delhi & Mumbai were top cities in Pan India during Y 2023.
Zone wise Advertising share of BFSISectorin Print
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : 2023
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%

20. Period : 2023 compared to 2022
03
RADIO
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads

21. 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 Ad Volumes
100
33
51
84
Jan-Mar'23 Apr-Jun'23 Jul-Sep'23 Oct-Dec'23
Indexed Growth in Ad Volumes
Quarterly Trends : Y 2023
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 growthin ad volumes of Y 2020 of 6%. Additionally, Y 2023 observed growthof 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

22. 9.1%
11.4%
16.7%
2.5%
5.5%
4.4%
5.6% 5.8%
7.5%
9.6%
13.4%
8.4%
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 Ad Volumes
Monthly Ad Volume Trend of BFSI Sectoron 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’23of 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.

23. Period : 2023
Top 10 BFSI Sector’s Categoriesand Advertiserson Radio
Life Insurance dominates the Category list with 25%of the total BFSIad volumes. Top 10 categories added 88%share of sector ad
volumes on Radio.
Automobile General Insurance, Retail Banking and Securities/SharebrokingOrganization 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
Top 10 Categories % Share
Life Insurance 25%
Housing/Construction Loans 21%
Banking-Services & Products 11%
Health/Accidents General Insurance 9%
Mortgage Loans 5%
Automobile General Insurance 4%
Corporate-Financial Institute 4%
Multiple Loans 3%
Retail Banking 3%
Securities/SharebrokingOrganization 3%
Top 10 Advertisers
%
Share
Life Insurance Corporation Of India 24%
LIC Housing Finance 14%
SBI (State Bank Of India) 11%
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%
AMFI (Association Of Mutual Funds In India)2%

24. Top10 Brandsof BFSI Sectoron 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%
SBI (State Bank Of India) 5%
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%
AMFI (Association Of Mutual Funds In India)2%
LIC Housing Finance was the top brand of BFSI Sector onRadio 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 4
th
position in Y 2023 compared
to its 398
th
position in Y 2022.

25. State-wise share of BFSI Sectoradvertising 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.
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : 2023
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

26. Time Band analysis for BFSIadvertising on Radio
Advertising for BFSI was preferred in Eveningfollowed by Morning time-band on Radio.
88% share of the BFSI Ad Volumes were in Evening and Morning time-bands in the Y 2023.
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : 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

27. Period : 2023 compared to 2022
04
Digital
Note: Figures are based on Impressions for Digital

28. 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
Jan-Mar'23 Apr-Jun'23 Jul-Sep'23 Oct-Dec'23
Indexed Growth in Ad Impressions
Quarterly Trends : Y 2023
On Digital, ad impressions observed a massive surgeof 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

29. 5.9%
7.6%
10.3%
6.3%
8.2%
11.0%
6.0%
8.8%
5.7%
9.3%
11.0%
9.7%
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 Ad Impressions
Monthly Ad Impression Trend of BFSI Sectoron 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%.

30. Top 10 Categoriesand Advertisersof BFSI Sector on Digital
On Digital, Mutual Funds ascended to 1
st
position with 19% share of ad impressions in Y 2023 over Y 2022. Life
Insurance descended to 5
th
position in Y 2023 compared to its 1
st
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
Top 10 Categories % Share
Mutual Funds 19%
Securities/SharebrokingOrganization 18%
Corporate-Financial Institute 16%
Banking-Services & Products 12%
Life Insurance 12%
Automobile General Insurance 5%
Housing/Construction Loans 4%
Credit Cards 3%
Retail Banking 2%
Health/Accidents General Insurance 2%
Top 10 Advertisers
%
Share
AMFI (Association Of Mutual Funds In India)9%
Olymp Trade 6%
Sundaram Asset Management Company 5%
Tata AIG General Insurance Company 4%
Canara HSBC & OBC Life Insurance Company3%
National Payments Corporation Of India 3%
Nippon Life India Asset Management 3%
SBI (State Bank Of India) 3%
Axis Bank 3%
IndusInd Bank 2%

31. Top 10 Brandsof BFSI Sectoron Digital
Note: Figures are based on Impressions for Digital Period : 2023
Top 10 Brands
AMFI (Association Of Mutual Funds In India)9%
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 4
th
position in Y 2023 compared
to its 197
th
position in Y 2022.
Among the top 10 brands present in Y 2023, 4 of them were new entrants
compared to Y 2022.

32. Transaction Methods of Digital Advertising in BFSISector
Note: Figures are based on Impressions for Digital Period : 2023
68%
15%
11%
3%
2%
Programmatic was the top transaction method for Digital
advertising of BFSISector in the Y 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 DirectDirect

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