General Insurance emerged as the category with highest advertising spends across all mediums between January-June 2019, as compared to the same period last year, according to data released by AdEX India, a division of TAM Media Research. Of the three mediums, radio accounted for the highest share in terms of ad volume at 41% between January-June 2019, when compared to same period of the previous year. This is followed by TV, which occupied 12% share, while print managed to grab just 5%.
As for ad insertions, radio ruled the charts with 82% share of general insurance followed by TV and Print with 16% and 2% share, respectively.
ICICI Lombard is the top advertiser on TV with 40% share, followed by Bajaj Allianz General Insurance and Bajaj Allianz Life Insurance at 33% and 27% share, respectively. As per the data, within TV, general insurance spent 60% on news channels and movies channels.
On print, Oriental Insurance Company bagged the top spot with 40% share, followed by Bajaj Allianz General Insurance at 20%. Moreover, at 97% share brand promotion dominated the category, followed by sales promotion at 2%. Also, Southern India received the maximum spends in terms of volume of advertising at 32% share, followed by North at 28%. Meanwhile, East and West zone’s share stood at 19%, each.
On radio Maharashtra topped with 18% share, followed by Tamil Nadu with 15% share. New India Assurance Company emerge as the top advertiser in the segment, said the data. As for digital, TataAIG.com lead the advertisers in the segment. As for the transaction method, programmatic transaction method occupied three-fourth of the pie with 75% share, followed by direct at 25% and ad network at 0.5%.