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TAM AdEx Cross Media Report on Life Insurance

The TAM AdEx data on Life Insurance category for Q4’20 compared to Q3’20 includes ad volumes on TV, print and radio and digital, top 10 advertisers, exclusive brands, top TV channel genres and more.

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TAM AdEx Cross Media Report on Life Insurance

  1. 1. TAM AdEx Overview of Advertising by the Category: Life Insurance Media: TV, Print, Radio & Digital TV, Radio, Print & Digital: Q3-Q4’20 (Quarter) Q3’20= Jul’20 – Sep’20 Q4’20= Oct’20 – Dec’20
  2. 2. 1 3 2 4 Ad Volume Growth^ New Brands TV: Channel Genre & Time-band Print Ad volumes for Life Insurance Category in Print increased by 34% and 10% on Digital while on TV & Radio slipped by 8% & 41% respectively in Q4’20 compared to Q3’20. Count of New Brands** in TV, Print and Radio: TV: 6 Brands Print: 19 Brands Radio: 5 Brands Top 3 channel genres together added 92% share of Life Insurance ad volumes during Q4’20 on TV. Afternoon, Morning and Prime Time time-bands together added 77% share of ad volumes 60% of category’s ads were in Hindi and English Publications during Q4’20. South Zone topped with 36% ad volume share in Print during Q4’20 Highlights – 1 ^Ad Volume Growth Comparison Period: Q4’20 over Q3’20 **New Brands period: Q4’20 compared to Q3’20
  3. 3. 5 7 6 8 Advertisers Digital Category Ranking in BFSI Radio LIC of India and Max Life Insurance Company were common advertisers across all media Programmatic/Ad Network transaction method captured 81% share of Life Insurance category’s ad insertions on Digital. Among all the categories under BFSI Sector, Life Insurance topped in Radio & Digital media while it ranked 2nd in TV and 3rd on Print in Q4’20 More than 55% of category’s ad volumes was contributed by Top 4 states Advertising for category on Radio preferred during Morning and Evening time-band Highlights – 2
  4. 4. Period : Q3’20= Jul’20 – Sep’20 Q4’20= Oct’20 – Dec’20 Ranking of Life Insurance among other categories of BFSI Sector Insight: • Category ranking 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. TV Radio Print Digital Q-3 Q-4
  5. 5. 100 92 Index : Q3’20 = 100 Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Ad Volumes for TV Period: Q3’20= Jul’20 – Sep’20 Q4’20= Oct’20 – Dec’20 Ad Volumes for Life Insurance Category on TV Insight:  Ad Volumes for Life Insurance on Television declined by 8% in Q4’20 compared to Q3’20. Q3’20 Q4’20 A slight drop in Ad Volumes of Life Insurance category on TV in Q4’20 Comparison Period Growth is for Q4’20 over Q3’20
  6. 6. 100 59 Ad Volumes for Life Insurance Category on Radio Insight:  Ad volumes for Life Insurance category on Radio drop by 41% in Q4’20 compared to Q3’20. ` Index : Q3’20 = 100 Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Ad Volumes for Radio Period: Q3’20= Jul’20 – Sep’20 Q4’20= Oct’20 – Dec’20 Comparison Period Growth is for Q4’20 over Q3’20 Q3’20 Q4’20 Ad Volumes of category on Radio saw a huge drop in Q4’20
  7. 7. 100 134 Ad Volumes for Life Insurance Category in Print Ad Volumes for Life Insurance in Print grew during Q4’20 Insight:  Advertising in Print increased by 34% in Q4’20 compared to Q3’20. Index : Q3’20 = 100 Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cms for Print Period: Q3’20= Jul’20 – Sep’20 Q4’20= Oct’20 – Dec’20 Comparison Period Growth is for Q4’20 over Q3’20 Q3’20 Q4’20
  8. 8. 100 110 Ad Volumes for Life Insurance Category on Digital Ad insertions for Life Insurance grew on Digital during Q4’20 over Q3’20 Insight:  Ad Insertions on Digital rose by 10% in Q4’20 compared to Q3’20. Index : Q3’20 = 100 Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on ad insertions for Digital Period: Q3’20= Jul’20 – Sep’20 Q4’20= Oct’20 – Dec’20 Comparison Period Growth is for Q4’20 over Q3’20 Q3’20 Q4’20
  9. 9. Top Advertisers of Life Insurance category for TV and Print Radio and Digital follows 99% of the ad volume in Print was contributed by LIC of India in Q4’20; Total 4 advertisers were common between TV and Print Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV and Col*Cms for Print Period: Q4’20= Oct’20 – Dec’20 TV Share % Shriram Life Insurance Company 34 LIC of India 27 ICICI Prudential Life Insurance Company 15 HDFC Standard Life Insurance Company 13 Max Life Insurance Company 8 PNB Metlife India Insurance Company 3 Canara HSBC & OBC Life Insurance Company 0.1 India Post 0.01 Print Share % LIC of India 99 Canara HSBC & OBC Life Insurance Company 0.3 Birla Sunlife Insurance Company 0.2 Aviva Life Insurance Company India 0.1 Max Life Insurance Company 0.1 Shriram Life Insurance Company 0.04 SBI (State Bank Of India) 0.03 PNB Metlife India Insurance Company 0.03 Bharti Axa Life Insurance Company 0.02 Sahara India Life Insurance Company 0.02
  10. 10. Top 10 Advertisers of Life Insurance Category for Radio and Digital  LIC of India and Max Life Insurance Company were common across all media. Insight (across all 4 media):  Top 10 advertisers added 100% share of ad volumes/insertion on all media.  Top advertiser in Print and Radio added 99% during Q4’20. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for Radio and Ad Insertions for Digital Period: Q4’20= Oct’20 – Dec’20 Life Insurance Corporation topped on Radio while ICICI Prudential Life topped on Digital between during Q4’20 Radio Share % LIC of India 99 PNB Metlife India Insurance Company 1 SBI Life Insurance Company 0.5 India Post 0.1 Max Life Insurance Company 0.01 India First Life Insurance 0.001 Aegon Life Insurance Company 0.001 Digital Share % ICICI Prudential Life Insurance Company 80 HDFC Standard Life Insurance Company 8 SBI (State Bank Of India) 6 Max Life Insurance Company 2 LIC of India 1 Exide Life Insurance Company 1 SBI Life Insurance Company 1 Canara HSBC & OBC Life Insurance Company 1 PNB Metlife India Insurance Company 0.2 Bajaj Allianz Life Insurance Company 0.1
  11. 11. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cms for Print and Secondages for TV & Radio Period: Q3’20= Jul’20 – Sep’20 Q4’20= Oct’20 – Dec’20 TV Radio Print ICICI Pru Life Insu All-In-One Term Plan LIC Ulip (Unit Linked Schemes) LIC Jeevan Labh LIC Children Plans PNB Metlife LIC New Jeevan Shanti LIC New Jeevan Anand LIC Jeevan Umang LIC Children Money Back PNB Metlife Guaranteed Future Plan Postal Life Insurance/Rural Postal Insurence LIC Jeevan Tarun LIC Pension & Group Scheme India First Life Insurance LIC Group Superannuation Cash Accum Plan Top 5 New Brands^ from Life Insurance Category in each traditional mediums 6 New Brands on TV 5 New Brands on Radio 19 New Brands in Print ^New Brand of Q4’20 compared to Q3’20 Insight:  Highest number of new brands introduced by LIC in Print media compared to other media during Q4’20.
  12. 12. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV Period: Q4’20= Oct’20 – Dec’20 67% of Life Insurance category’s ad volume were on News channels Insight: 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. Rank Channel Genres % Share 1 News 67 2 GEC 20 3 Movies 5 4 DTH Home 5 5 Music 3 Others (3) 1
  13. 13. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV Period: Q4’20= Oct’20 – Dec’20 Rank Program Genres % Share 1 News Bulletin 46 2 Feature Films 9 3 Business Program 7 4 Interviews/Portraits/Discussion 6 5 Channel Presentation/Promotion 5 6 Film Based Magazines 4 7 Reviews/Reports 4 8 Film Songs 3 9 Drama/Soap 2 10 Religious/Devotional/Astrology 2 Life Insurance category’s advertising was mostly during News Bulletin and Feature Films programs i.e. 55% of the ad volume Insight: Top 10 Program Genres preferred by advertisers of Life Insurance Category on TV  Top 10 program genres together added 89% share of ad volumes on TV.
  14. 14. 9% 24% 29% 10% 24% 4% For Life Insurance advertising, Afternoon was the most preferred time-band on TV followed by Morning & Prime time-band Source: AdEx India (A Division of TAM Media Research) Period: Q4’20= Oct’20 – Dec’20 Note: Figures are based on Secondages for TV Insight:  Afternoon, Morning and Prime Time time-bands together added 77% share of ad volumes for ‘Life Insurance advertising’. Time band analysis for Life Insurance Category’s advertising on TV 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
  15. 15. Preference of ad size by advertisers of Life Insurance Category on TV 51% 39% 10% 20-40 Sec > 60 Sec < 20 Sec Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for TV Period: Q4’20= Oct’20 - Dec’20 Advertisers from Life Insurance Category preferred 20-40 Sec ad size on TV Insight:  20-40 seconds ads covered 51% share of ad volume during Q4’20.
  16. 16. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cm for Print Period: Q4’20= Oct’20 – Dec’20 Newspaper: Publication Language and Genre for Life Insurance Category in Print Insight:  60% of category’s ads were in Hindi and English Publications during Q4’20. Publication Language % Share Hindi 32% English 28% Telugu 8% Marathi 8% Tamil 6% Top 5 Publication Languages added 82% share of ad space in Q4’20  General Interest publication genre had 90% share of ad volumes and Business/Finance/Economy had 10% share of category’s ad volume. Publication Genre % Share General Interest 90% Business/Finance/Economy 10% Focus on Advertising on General Interest Newspapers by advertisers
  17. 17. Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Col*Cm for Print Period: Q4’20= Oct’20 – Dec’20 South Zone topped with 36% share of Life Insurance category advertising in Print during Q4’20 Zone % Share South Zone 36 North Zone 27 West Zone 25 East Zone 13 Top 2 Cities - West Zone Mumbai Nagpur Top 2 Cities - South Zone Bangalore Chennai Top 2 Cities - North Zone New Delhi Chandigarh Zone wise Advertising share of Life Insurance Category in Print Insight:  Mumbai & New Delhi were the Top 2 cities in overall India level during Q4’20. Top 2 Cities - East Zone Kolkata Patna
  18. 18. 17% 16% 14% 11% 10% 8% 7% 6% 4% 4% 4% Maharashtra West Bengal Gujarat Tamil Nadu Delhi Karnataka Andhra Pradesh Uttar Pradesh Rajasthan Kerala Madhya Pradesh Category’s advertising was maximum in Maharashtra on Radio during Q4’20 Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for Radio Period: Q4’20= Oct’20 – Dec’20 Insight:  More than 55% of category’s ad volumes was contributed by Top 4 states viz. Maharashtra, West Bengal,, Gujarat & Tamil Nadu during Q4’20. State-wise share of Life Insurance Category’s advertising on Radio
  19. 19. 45% 8% 45% 2% Advertising for Life Insurance category on Radio was preferred in Morning and Evening time-band Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Secondages for Radio Period: Q4’20= Oct’20 – Dec’20 Insight:  Morning and Evening time-bands together 90% share of ad volumes during Q4’20. Time band analysis for Life Insurance Category’s advertising on Radio Morning 6:00 to 10:59 Afternoon 11:00 to 16:59 Evening 17:00 to 21:59 Night 22:00 to 05:59
  20. 20. 81% 10% 5% 2% 1% 0.5% Programmatic/Ad Network Programmatic Direct Ad Network Programmatic Direct Other Source: AdEx India (A Division of TAM Media Research) Note: Figures are based on Ad Insertion in Digital Period: Q4’20= Oct’20 – Dec’20 Programmatic/Ad Network was the top transaction method for Digital advertising Insight:  Programmatic/Ad Network transaction method captured 81% share of Life Insurance category’s ad insertions on Digital in Q4’20. Transaction Methods of Digital Advertising in Life Insurance Category
  21. 21. For any queries write to: taminsights@tamindia.com Website Link: www.tamindia.com

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