Banking, Finance
& Investment Sector advertising on TV in the year 2006
(13 March, 2007)
Key
Findings:
52
per cent growth in ad volumes of Banking/ Finance/ Investment
sector on TV in 2006 over 2005.
Insurance
and Banking services garnered 50 per cent share of ad volumes
on TV in the year 2006.
Most of the advertising in Q1 and Q4 across the years 2005-2006.
Advertising
skewed towards Business and Hindi News channels.
ICICI
Bank leads advertising on TV in 2006.
'Max
Newyork Life Insurance' had the maximum share in celebrity endorsed
advertising.
Rahul
Dravid topped the endorsement advertising on TV in the year
2006.
This
week, AdEx India looks at the advertising trends in the Banking,
Finance and Investment Sector in the year 2006.
Growth
in advertising of Banking/Finance/Investment Sector on TV in 2006
compared to previous year.
2006 saw a rise of 52 per cent in ad volumes of Banking/ Finance/
Investment sector on TV compared to 2005.
Sub-categories
of Banking/Finance/Investment Sector on TV in year 2006.
50 per cent of the ad volumes were contributed by Insurance
and Banking services combined on TV in the year 2006.
Mutual
Funds on third position with 11 per cent share.
Growing
sub-categories of Banking/Finance/Investment Sector on TV in the
year 2006 compared to 2005.
Corporate
ads of Financial Institutions saw a huge 73 times rise in volumes
on TV in the year 2006 over the previous year.
Nearly
equal three times growth in ad volumes of Depository Accounts
and Securities/ sharebroking Organizations.
Seasonality
of Banking/Finance/Investment Sector advertising on TV across the
years 2005-2006.
Peak
in advertising was observed in both first and the last
quarter across the years 2005-2006 on TV.
Q1
saw high advertising by ATM Services/Debit Cards, Credit
Cards, Insurance services, Loans, Mutual Funds etc.
More
of Banking services, Fixed Deposits, Forex Services
etc. advertised in the last quarter of the year.
Share
of advertising on National vs Regional channels on TV in
years 2006.
National
channels had the maximum 76 per cent share of ad volumes
in the year 2006 whereas 24 per cent share belong to
Regional channels.
Across the Regional zone, Southern channels had the
maximum 12 per cent share.
Top
five Channel Genres used by Banking/Finance/Investment sector
in 2006.
73
per cent share of ad volumes were contributed by the
Top five channel genres on TV in the year 2006.
Business
and Hindi News channels had the maximum advertising
with 21 per cent and 19 per cent share.
Nearly
equal share of advertising by Regional GECs and English
News channels.
Top
Advertisers of Banking/Finance/Investment sector on TV in
2006.
The
Top five advertisers of Banking/Finance/Investment sector
contributed 27 per cent of ad volumes.
ICICI Bank was on Top with the maximum 7 per cent share
on TV in 2006.
Close
competition between HDFC Standard Life Insurance and
HSBC for the second position with equal 6 per cent share.
Advertisers
of Banking/Finance/Investment sector using Celebrities for
endorsement on TV in the year 2006.
Max
Newyork Life Insurance (which is endorsed by Rahul Dravid)
had the highest 22 per cent share in overall endorsement
advertising by Celebrities on TV in the year 2006.
Bank
of Rajasthan (endorsed by Hema Malini) was on second
position followed by equal share of American Express
Bank (endorsed by Abhishek Bachchan) and Bank of Baroda
(endorsed by Rahul Dravid).
Profession
of Celebrities endorsing brands of Banking/Finance/Investment
sector on TV in the year 2006.
Sports
Persons had the maximum 58 per cent share in Celebrity
endorsed advertising on TV in the year 2006.
Film
Actors had a share of 27 per cent followed by 15 per
cent share of Film Actresses.
Top
Celebrities endorsing brands of Banking/Finance/Investment
sector on TV in the year 2006.
Rahul
Dravid (the brand ambassador of Max Newyork Life Insurance
and Bank of Baroda) had the maximum 34 per cent share
in 2006.
Hema
Malini (endorsing Bank of Baroda) followed by Abhishek
Bachchan (endorsing American Express Bank) had a share
of 14 per cent and 12 per cent share respectively.
Watch
out for forthcoming interesting analyses in future.
(Analysis
from AdEx India - A Division of TAM Media Research)
52
per cent growth in ad volumes of Banking/ Finance/ Investment
sector on TV in 2006 over 2005.
