Overview of Life Insurance on TV, Print & Radio

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Overview of Life Insurance on TV, Print & Radio

Period: Jan-Mar, 2017

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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



54%42%

5%

TV Radio Print

TV occupied more than half of Ad Insertions Pie


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


Note: Figures are based on Ad Insertions for TV, Radio and Print Period: Jan-Mar ’17



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Top 10 advertisers added almost 100% share on TV, Print and Radio



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


Canara HSBC & OBC Life Insurance Co.

4


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


Canara HSBC & OBC Life Insurance Co.

15

Bajaj Allianz Life Insurance Co. Ltd 11


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



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New Brands of Life Insurance Category





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

Print

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



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


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



98%

1%0.5%

Brand Promotion Discount Promotion Others

Ad Promotions


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


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



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




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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Data & Analytics

Overview of Life Insurance on TV, Print & Radio