TAM AdEx: Life Insurance ad volumes in print up by 34% in Q4’20

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dEx India, a division of TAM Media Research launched the report titled ‘Overview of Advertising by the Category: Life Insurance‘ the report revels Ad volumes for Life Insurance Category in Print increased by 34% and 10% on Digital while on TV and Radio slipped by 8% and 41% respectively in Q4’20 compared to Q3’20. The count of new brands on TV, Print and Radio was 6, 19 and 5 respectively. The top 3 channel genres together added 92% share of Life Insurance ad volumes during Q4’20 on TV.

LIC of India and Max Life Insurance Company were common advertisers across all media Among all the categories under BFSI Sector, Life Insurance topped in Radio and Digital media while it ranked 2nd in TV and 3rdon Print in Q4’20. Ranking of Life Insurance among other categories of BFSI Sector remained same in all Media during both the quarters Q3 and Q4 of Y 2020. Life Insurance ranked 1st on Radio and Digital, 2nd on TV and 3rd in Print among all categories of BFSI.

Ranking of Life Insurance among other categories of BFSI Sector

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  • Category ranking remained same in all Media during both the quarters Q3 and Q4 of Y 2020.
  • Life Insurance ranked 1ston Radio and Digital, 2nd on TV and 3rd in Print among all categories of BFSI.

Ad Volumes for Life Insurance: 

TV

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Ad Volumes for Life Insurance on Television declined by 8%in Q4’20 compared to Q3’20

Radio

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Ad volumes for Life Insurance category on Radio drop by 41%in Q4’20 compared to Q3’20

Print

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Advertising in Print increased by 34%in Q4’20 compared to Q3’20.

Digital

Ad Insertions on Digital rose by 10% in Q4’20 compared to Q3’20.

Top Advertisers of Life Insurance category for TV and Print

99% of the ad volume in Print was contributed by LIC of Indiain Q4’20; Total 4 advertisers were common between TV and Print.

Top 10 Advertisers of Life Insurance Category for Radio and Digital

The top 10 advertisers added 100%share of ad volumes/insertion on all media.  Top advertiser in Print and Radio added 99% during Q4’20. LIC of India and Max Life Insurance Company were common across all media.

Top 5 New Brands from Life Insurance Category in each traditional mediums

Highest number of new brands introduced by LIC in Print media compared to other media during Q4’20. Top Channel Genres preferred by advertisers of Life Insurance Category on TV. News & GEC channel genres together added 87%share of ad volumes for Life Insurance category on TV during Q4’20.

Top 10 Program Genres preferred by advertisers of Life Insurance Category on TV

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Top 10 program genres together added 89%share of ad volumes on TV.

Time band analysis for Life Insurance Category’s advertising on TV

For Life Insurance advertising, Afternoonwas the most preferred time-band on TVfollowed by Morning & Primetime-band. Afternoon, Morning and Prime Timetime-bands together added 77%share of ad volumes for ‘Life Insurance advertising.’

Preference of ad size by advertisers of Life Insurance Category on TV

20-40 seconds ads covered 51%share of ad volume during Q4’20.

Publication Language and Genre for Life Insurance Category in Print

60%of category’s ads were in Hindi and English Publications during Q4’20. General Interest publication genre had 90%share of ad volumes and Business/Finance/Economy had 10%share of category’s ad volume.

Zone wise Advertising share of Life Insurance Category in Print

South Zone topped with 36%share of Life Insurance category advertising in Print during Q4’20 Mumbai and New Delhi were the Top 2 cities in overall India level during Q4’20

State-wise share of Life Insurance Category’s advertising on Radio

More than 55%of category’s ad volumes was contributed by Top 4 states viz. Maharashtra, West Bengal,, Gujarat& Tamil Nadu during Q4’20

Time band analysis for Life Insurance Category’s advertising on Radio

Morning and Evening time-bands together 90%share of ad volumes during Q4’20.

Transaction Methods of Digital Advertising in Life Insurance Category

Programmatic/Ad Network transaction method captured 81%share of Life Insurance category’s ad insertions on Digital in Q4’20.

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