BFSI ad volumes on Radio grew by 27% in Jan-April 2021: TAM

TAM cross-media report 2021

TAM AdEx cross-media report highlights how the advertising fared in the BFSI sector across TV, Print, Radio, and Digital for the months of Jan-April 2021 as compared to the same period in the previous year.

According to the latest TAM AdEx cross-media report, BFSI ad volumes grew by 2% on Television, 27% on Radio, 49% in Print, and 84% on digital for the period of Jan-April 2021 over the same period in the previous year.

Amongst the top categories on Television, Life Insurance had 33% of ad volume occupying the first position in the list, the highest among BFSI categories. More than half of the ad volumes in the sector were covered by the top 3 categories solely. LIC led the list of the top 10 advertisers on the medium.

On Radio, the Life Insurance category topped with 33% of the total BFSI ad volumes. Overall, the top 10 categories added more than 90% share of sector ad volumes on Radio. SEBI (Securities & Exchange Board of India) was the top new brand on Radio medium followed by LIC SIIP in the second position in the brands’ list. For the state-wise advertising share on Radio, Maharashtra state was on top with a 19% share of ad volumes followed by Gujarat with a 16% share.

Also read: Two Wheelers topped with 6% share of Ad Space in April 2021: TAM

In the Print medium, more than 2000 new brands were seen during Jan-April 2021, as per the TAM AdEx cross-media report. ICICI Bank InstaBiz occupied the first position amongst the top 10 brands followed by RailTel Corporation of India-IPO. Further, English language was on top with 52% share of ad space on the medium.

For digital, ICICI Prudential Life Insurance Co. topped the list of advertisers with a 21% share. Overall, the top 10 Advertisers garnered a 61% share of ad insertions during Jan-April 2021 for the medium.

You can access the complete report here:



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