BFSI ads in Digital, TV, Radio saw degrowth in Q3 of 2023: TAM Media

BFSI sector advertising in Digital, Television and Radio saw degrowth in Jul-Sept’23 over Jan-Mar’23, while it saw growth of 8% in Print media during the same period, as per TAM Media’s quarterly report on BFSI advertising in Digital, Television, Print, and Radio in the in Jul-Sept’23 period.

Television

TV Ad volumes of the BFSI Sector witnessed de-growth during both periods – Apr-Jun’23 and Jul-Sept’23 of 43% and 19%, respectively, compared to Jan-Mar’23. Whereas, when comparing ad volumes of Jul-Sept’23 with Jul-Sept’22, there was an increase of 34%.

Mortgage Loan was the leading category with 26% share of ad volumes in Jul-Sept’23.

IIFL Finance retained its 1st position in the Top 10 advertiser list during Jul-Sept’23 over Apr-Jun’23.

News (57%) was the top channel genre, followed by Movies (19%) in Jul-Sept’23.

Print

On the other hand, BFSI Sector ad space in Print media witnessed growth of 8% during Jul-Sept’23 compared to Jan-Mar’23. Whereas, Apr-Jun’23 observed de-growth of 29% compared to Jan-Mar’23. Also, ad space in Jul-Sept’23 was increased by 44% over Jul-Sept’22.

LIC of India was the leading Advertiser in Jul-Sept’23, with 8% share of the sector’s ad space. During Jul-Sept’23, LIC ascended to 1st position with 4% share of ad space over Apr-Jun’23.

South Zone secured 1st position in BFSI advertising with 33% share.

Radio

Index ad volume of BFSI sector witnessed de-growth of 67% and 49% during Apr-Jun’23 and Jul-Sept’23, respectively, compared to Jan-Mar’23. Also, Jul-Sept’23 observed de-growth of 20% in ad volumes compared to Jul-Sept’22.

The Top 10 Advertisers on Radio added 85% share of ad volumes among which LIC of India was the leading advertiser in Jul-Sept’23.

Maharashtra was the leading state with 20% share of ad volumes, followed by Gujarat with 15% share.

Advertising for BFSI was preferred in the Evening and Morning time-bands on Radio.

Digital

On Digital medium, BFSI sector ad impressions observed surge of 7% during Apr-Jun’23 compared to Jan-Mar’23. Whereas, Jul-Sept’23 observed de-growth in ad impressions of 14% over Jan-Mar’23. Ad impressions during Jul-Sept’23 witnessed growth of 23% in BFSI Sector compared to Jul-Sept’22.

Mutual Funds category retained its 1st position in Jul-Sept’23, with 24% share of ad impressions over Apr-Jun’23.

Nippon India Mutual Fund was the leading brand in Jul-Sept’23, with 11% share of ad impressions.

Programmatic was the leading transaction method for Digital advertising of BFSI sector in Jul-Sept’23.