Banking Sector
advertising on TV in the year 2006
(20 March, 2007)
Key
Findings:
49
per cent rise in ad volumes of Banking sector on TV in the year
2006 over 2005.
'Products
and Services' garnered 82 per cent share of ad volumes in Banking
sector on TV in year 2006.
Q4 saw maximum ad volumes on TV across the years 2005-2006.
Advertising
skewed towards Business and Hindi News channels.
Private
Banks had a higher 67 per cent share whereas PSUs contributed
33 per cent share on TV in 2006.
ICICI
Bank was the Top advertiser on TV.
Bank
of Baroda (endorsed by Rahul Dravid) had the maximum share in
celebrity endorsed advertising.
This
week, AdEx India looks at the advertising trends in the Banking
Sector in the year 2006.
Growth
in Banking Sector advertising on TV in 2006 compared to previous
year.
49 per cent rise was registered in ad volumes of Banking sector
on TV in the year 2006 compared to 2005.
Split
of categories in Banking Sector on TV in the year 2006.
A huge 82 per cent share of ad volumes were contributed by Products
and Services in Banking sector on TV in the year 2006.
Retail
Banking and Banking related Services had a share of 6 per cent
and 5 per cent respectively followed by 4 per cent share in
Corporate advertising.
Top
Growing categories of Banking Sector on TV in 2006 compared to the
previous year.
Maximum
2.8 times growth in ad volumes observed in Investment Banking
on TV in the year 2006 over 2005.
Other
three categories with maximum rise in ad volumes in 2006 were
Agricultural, Banking related services and Products and Services.
Seasonality
trend of advertising by Banking Sector on TV across years 2005-2006.
The
fourth quarter saw a peak in ad volumes of Banking sector
on TV across the years 2005-2006.
High
advertising by categories like Products and Services
and Banking related services results in the peak in
fourth quarter.
Channel
Genres used by the Banking Sector on TV in the year 2006.
Top
five channel genres contributed 78 per cent share of
ad volumes in Banking sector on TV in the year 2006.
Business channels had the maximum 21 per cent share
closely followed by Hindi News channels with 20 per
cent share.
Contribution
of Private and Public Banks in Banking sector on TV in the
year 2006.
High
advertising by Private banks with 67 per cent share
on TV in year 2006 whereas Public banks had a share
of 33 per cent.
Growth
of advertising by Private and Public Banks on TV in year
2006 over 2005.
110
per cent rise in ad volumes of Private banks in the
year 2006 over the previous year.
PSUs saw a dip of 6 per cent in ad volumes in year 2006.
Top
five Advertisers of Banking Sector on TV in the year 2006.
Top
five Advertisers contributed 51 per cent share of ad
volumes on TV in the year 2006.
ICICI
Bank leads advertising in Banking sector with 18 per
cent share followed by HSBC with 13 per cent share.
Contribution
of Categories in new brands launched in banking sector on
TV in the year 2006
Among
the new brands launched in the Banking sector on TV
in the year 2006, 49 per cent were contributed by Products
and Services.
Corporate
saw 17 per cent of new brands.
Top
ten New Brands launched in the Banking sector on TV in the
year 2006
Among
the new entrants in the Banking sector in 2006, HSBC
Premier topped advertising on TV.
Citigroup
Global E Service and ABN Amro Van Gogh were on second
and third position respectivelyely.
Top
five Brands with maximum Celebrity endorsement in Banking
sector on TV in the year 2006.
Among
the brands endorsed by Celebrities, three of them were
PSUs whereas ICICI Bank was the only Private bank.
Bank
of Baroda (endorsed by Rahul Dravid) had the maximum
55 per cent share of advertising on TV in the year 2006.
ICICI
Bank (endorsed by Shahrukh Khan) on second position
with 29 per cent share.
Watch
out for forthcoming interesting analyses in future.
(Analysis
from AdEx India - A Division of TAM Media Research)
49
per cent rise in ad volumes of Banking sector on TV in the year
2006 over 2005.
