overview of life insurance on tv, print & radio
TRANSCRIPT
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Highlights
Life Insurance advertising on Radio surged by 51%
in Jan-Mar ’17 compared to Jan-Mar ’16.
TV had 54% share of category Ad Insertions
followed by Radio with 42% share.
Life Insurance Corporation of India topped all the
mediums.
SBI Life Smart Bachat was the top new brand on TV
and Print.
Maharashtra was the top state with 18% share of
Life Insurance advertising on Radio.
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Index TV Print Radio
100
117111
151
Index : Jan-Mar ’16 = 100
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print and Secondages for TV and Radio Period: Jan-Mar ’17
Advertising on all mediums grew during Jan-Mar ’17 compared to Jan-Mar ’16
Growth in Ad Volumes for Life Insurance during Jan-Mar ’17
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
Category Advertising on TV, Print and Radio rose
by 17%, 11% & 51% respectively during Jan-Mar ’17
compared to Jan-Mar ’16.
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Media wise contribution of Ad Insertions in Life Insurance
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
54%42%
5%
TV Radio Print
TV occupied more than half of Ad Insertions Pie
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertions for TV, Radio and Print Period: Jan-Mar ’17
TV had 54% share of category Ad Insertions
followed by Radio with 42% share.
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Monthly Trends based on Ad Insertions in Life Insurance
Print and Radio had highest category Ad Insertions
in the month of Mar ’17.
43 % 44 %
39 %
0
5
10
15
20
25
30
35
40
45
50
Jan '17 Feb '17 Mar '17
% A
d Inse
rtio
ns
TV Print Radio
Ad Insertions on TV observed sudden decline in March
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertions for TV, Radio and Print Period: Jan-Mar ’17
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
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Top 10 advertisers added almost 100% share on TV, Print and Radio
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print and Secondages for TV and Radio Period: Jan-Mar ’17
Life Insurance Corporation
of India, the top advertiser
on all mediums.
In addition to the above,
SBI Life Insurance Co. Ltd
and India Post were
present among Top 10
advertiser on all mediums.
TV % Share
Life Insurance Corporation of India 42
SBI Life Insurance Co. Ltd 12
Sahara India Life Insurance Co. 10
Bharti Axa Life Insurance Co. 10
HDFC Standard Life Insurance Co. Ltd
9
Aviva Life Insurance Co. India 7
Max Life Insurance Co. Ltd 5
ICICI Prudential Life Insurance Co. 5
Exide Life Insurance Co. Ltd 0.1
India Post 0.1
Print % Share
Life Insurance Corporation of India 90
Canara HSBC & OBC Life Insurance Co.
4
SBI Life Insurance Co. Ltd 2
Bajaj Allianz Life Insurance Co. Ltd 1
Indiafirst Life Insurance 1
India Post 1
HDFC Standard Life Insurance Co. Ltd 0.5
Aegon Life Insurance Co. Ltd 0.3
Shriram Life Insurance Co. Ltd 0.03
IDBI Federal Life Insurance Co. Ltd 0.02
Radio % Share
Life Insurance Corporation of India 51
Canara HSBC & OBC Life Insurance Co.
15
Bajaj Allianz Life Insurance Co. Ltd 11
SBI Life Insurance Co. Ltd 10
Aegon Life Insurance Co. Ltd 6
Edelweiss Tokio Life Insurance Co. Ltd 3
Indiafirst Life Insurance 3
ICICI Prudential Life Insurance Co. 1
India Post 0.1
Top 10 Advertisers of Life Insurance
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
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New Brands of Life Insurance Category
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print and Secondages for TV and Radio Period: Jan-Mar ’17
SBI Life Smart Bachat was the top new brand on TV and Print Bajaj Allianz Life Etouch
Online Term was present
on both Print and Radio.
TV
SBI Life Smart Bachat
Aviva Heart Care
ICICI Prudential New Age Protection Plans
SBI Life Insurance Child Plans
VNR Brothers
SBI Life Smart Bachat
Bajaj Allianz Life Etouch Online Term
Radio
Aegon Life Smart Next
Bajaj Allianz Life Etouch Online Term
LIC New Endowment Plus
Canara HSBC & OBC Protection Plan
Bajaj Allianz Future Gain
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Top 10 Program Genres of Life Insurance Advertising on TV
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
News Bulletin was the top Program Genre with 36%
share of Life Insurance advertising on TV,
followed by Feature Films with 15% share.
Rank Program Genres % Share
1 News Bulletin 36
2 Feature Films 15
3 Business Program 5
4 Interviews/Portraits/Discussion 5
5 Drama/Soap 5
6 Reviews/Reports 4
7 Film Songs 3
8 Music Shows/Songs 3
9 Film Based Magazines 2
10 Comedies 2
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Jan-Mar ’17
News Bulletin was the top Program Genre on TV
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Advertising Promotions of Life Insurance in Print
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
98%
1%0.5%
Brand Promotion Discount Promotion Others
Ad Promotions
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print Period: Jan-Mar ’17
Brand Promotion covered 98% of the Pie, while
Discount Promotion had 1% share of Ad space. Brand Promotion made a clean sweep with 98% share of Print advertising
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South Zone garnered 34% share of advertising in Print
*City & Ad Language Table provides Top 10 records
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print Period: Jan-Mar ’17
Zone % Share
South Zone 34
North Zone 26
West Zone 23
East Zone 15
National 1
City % Share
Mumbai 6
New Delhi 4
Bangalore 4
Chennai 4
Kolkata 4
Hyderabad 3
Chandigarh 3
Lucknow 3
Ahmedabad 2
Pune 2
Ad Language % Share
English 33
Hindi 30
Telugu 9
Marathi 7
Tamil 5
Malayalam 4
Oriya 3
Kannada 3
Gujarati 3
Bengali 1
Zone, Language and City wise Advertising share of Life Insurance in Print
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
Mumbai was the top City with 6% share of Life
Insurance advertising in Print.
English was the top Ad Language with 33% share of
Ad space in Print.
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18%
13%
11%
11%
11%
9%
8%
8%
4%3% 3%
Maharashtra Gujarat Delhi West BengalTamil Nadu Andhra Pradesh Karnataka Uttar PradeshRajasthan Kerala Madhya Pradesh
Maharashtra was the top state in Radio advertising of the category
State wise share of Life Insurance Advertising on Radio
(The entire analysis is based on ad volumes expressed in secondages/column centimeters. All spends number if any, indicate
market valuation of the ad space/time bought. The figures should be taken only as indicative and not absolutes)
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Jan-Mar ’17
Maharashtra grabbed 18% share of Life Insurance
advertising on Radio.
Gujarat followed with 13% share, on 2nd place.
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Watch this space for interesting analysis
(Analysis from AdEx India- A Division of TAM Media Research)
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