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India s only Independent Multi Media Content Intelligence Platform

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(1)

India’s only Independent Multi Media

(2)
(3)

Time Period :

Dec’13 – May’14

Medium: Print, TV

(4)

Key findings:-

Sector

Contribution

Life Insurance, Banking and Broking were focused on TV

platform

General Insurance & Mutual Fund actively used Radio

platform for promotion

Medium

Impact

Print: Banking spends the most, while Mutual Funds

allocate the least funds

TV: life Insurance leads here, while MF industry was the

laggard

Radio: General insurance spends the maximum while

Broking sector has completely missed this sector

(5)

BFSI

Print

TV

Radio

(6)
(7)

life insurance

Unit: No. of ads Pre: Dec’13-Feb’14 Post: Apr’14 – May’14

0 20000 40000 60000 80000 100000

Pre Mar'14 Post

21% 88% 0 5000 10000 15000 20000 25000 30000 35000 40000

Pre Mar'14 Post

27% 89% 0 1500 3000 4500 6000 7500 9000

Pre Mar'14 Post

66%

(8)

key findings:

Drop in trend observed in

all three medium over 6

months time period

Steep dip observed after

Mar’14 in all three medium

(very less no. of ads shown)

TV medium ads dipped to

87% from Pre to post

Radio medium ads dipped to

84% from Pre to post

Print medium ads dipped to

63% from Pre to post

(9)

banking

Unit: No. of ads

0 10000 20000 30000 40000 50000 60000 70000 80000

Pre Mar'14 Post

74% 8% 0 5000 10000 15000 20000 25000

Pre Mar'14 Post

61% 59% 0 2000 4000 6000 8000 10000 12000

Pre Mar'14 Post

61%

0%

(10)

key findings:

Drop in trend observed in all

three medium from pre to

Mar’14.

- Print observed no dip in post period.

- Dip in TV was also low (8%) in post period

- Radio has maximum dip of 58% in post period

TV medium ads dipped to 42%

from Pre to post Radio medium ads dipped to 84% from Pre to post

Print medium ads dipped to 66% from Pre to post

(11)

general insurance

Unit: No. of ads

0 5000 10000 15000 20000 25000 30000 35000

Pre Mar'14 Post

69% 66% 0 5000 10000 15000 20000 25000 30000 35000 40000

Pre Mar'14 Post

62% 85% 0 1000 2000 3000 4000

Pre Mar'14 Post

35%

47%

(12)

key findings:

Drop in trend observed in all three medium from pre to

Mar’14.

- Radio ads increase to 85% in post period

- TV and Print ads dipped in post period with maximum dip in

TV ads

TV medium ads dipped to 86%

from Pre to post Radio medium ads dipped to 27% from Pre to post

Print medium ads dipped to 82% from Pre to post

(13)

mutual fund

Unit: No. of ads

0 2000 4000 6000 8000 10000 12000 14000

Pre Mar'14 Post

88% 41% 0 2000 4000 6000 8000 10000 12000

Pre Mar'14 Post

24% 66% 0 200 400 600 800 1000 1200

Pre Mar'14 Post

12% 24%

(14)

key findings:

- Drop in trend observed in all TV and Radio medium from pre

to Mar’14

- Saw rise in trend 12% in print

medium from pre to Mar’14

- TV ads increased in post period by 41%

- Radio and print observed dipped in post period

TV medium ads dipped to 76%

from Pre to post Radio medium ads dipped to 44% from Pre to post

Print medium ads increased to 44% from Pre to post

(15)

broking

Unit: No. of ads

0 5000 10000 15000 20000

Pre Mar'14 Post

73% 31% 0 500 1000 1500 2000 2500 3000 3500 4000

Pre Mar'14 Post

69%

5%

No Radio ads

in broking

(16)

key findings:

Drop in trend observed in all TV and Print medium from pre to Mar’14

- TV ads increased in post period by 31% - Print observed dipped in post period by

5%

TV medium ads dipped to 53% from Pre to post

Print medium ads dipped to 61% from Pre to post

(17)
(18)
(19)

print medium:

Bank 44% Life Insurance 25% General Insurance 13% Broking 12% Mutual Funds 6% 0 1000 2000 3000 4000 5000 6000

Dec'13 Jan'14 Feb'14 Mar'14 Apr'14 May'14

Bank Life Insurance General Insurance Broking Mutual Funds

 Banking sector contributed maximum ads (44%) on print medium

 Trend shows all financial sectors have advertised

from Dec’13 to May’14 in print medium

(20)

64% drop in all sectors

ads from Dec’13 to

May’14

Mar ’14 was the peak

month for all sectors

After Mar ’14, all

sectors observed dip in

ads (around 72%)

Banking sector

observed inconsistency

with fall and rise in ads

over 6 month’s period

Life insurance sector

ads were dropped by

97% in Apr ’14

General insurance ads

increased from Dec’13

to Mar’14 by 104% but

then decreased by 91%

from Mar’14 to May’14

Mutual funds sector

has least impression on

print medium (only 6%)

Broking and mutual

funds ads were almost

same during and after

Mar’14

(21)
(22)

Life Insurance 47% Bank 28% General Insurance 13% Broking 8% Mutual Fund 4%

tv medium:

0 10000 20000 30000 40000 50000 60000 70000 80000

Dec'13 Jan'14 Feb'14 Mar'14 Apr'14 May'14

Life Insurance Bank General Insurance Broking Mutual Fund

 Life insurance sector contributed maximum ads (47%)

 Below Trend shows all financial sectors have

advertised from Dec’13 to May’14 in print medium

(23)

key findings:

70% drop in all sectors ads from Dec’13 to May’14

Mar’14 was the peak month for life insurance

sector

Life insurance sector sharply drops by 93% after

Mar’14

Banking sector observed consistent decline after Jan’14 with very slightly rise in Mar’14. Overall 74%

decline in ads from Jan’14 to May’14

General insurance ads increased from Dec’13 to Feb’14 by 152% but then decreased by 95% from

Feb’14 to May’14.

Mutual funds sector has least impression on TV medium (only 4%) and it

dropped by 94% after Jan’14 to May’14

Broking also have least

impression on TV only 8%

and the drop in ads after Mar’14 is 16%

(24)
(25)

General Insurance 37% Life Insurance 34% Bank 17% Mutual Fund 12%

radio medium:

0 5000 10000 15000 20000 25000 30000

Dec'13 Jan'14 Feb'14 Mar'14 Apr'14 May'14

General Insurance Life Insurance Bank Mutual Fund

Unit: No. of ads

 General insurance sector contributed maximum ads (37%)  Below Trend shows all financial sectors except Broking

sector advertisements from Dec’13 to May’14 on Radio medium

(26)

key findings:

61% drop in all sectors

ads from Dec’13 to

May’14

No ads for Broking

sector

Mar’14 was the peak

month for life

insurance sector

Life insurance sector

sharply dips by 94%

after Mar’14

Banking sector

observed inconsistent

trends with dipping to

86% from Jan’14 to

May’14

General insurance ads

increased from Feb’14

to Apr’14 by 52% but

then decreased by 46%

from Apr’14 to May’14

Mutual funds sector

has least impression

on radio medium

(12%)

Mutual fund ads were

consistent from Feb’14

to Mar’14 but then

dropped to 95% from

(27)
(28)

Overall Financial Sector saw dip in pre period in all

medium except mutual

fund where 12% rise was

observed in print medium

LI dip by 88% after Mar’14 in TV medium and 89% on

Radio medium

There were no Ads for Broking on Radio

TV medium saw rise in ads in broking and mutual

(29)

Thank you

Ashutosh

ashutosh@kanalytics.in

+91 98202 81935

403, Shivam Chambers, SV Road, Goregaon-West, Mumbai-400 062

References

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