The TAM AdEx data on Life Insurance category for Q4’20 compared to Q3’20 includes ad volumes on TV, print and radio and digital, top 10 advertisers, exclusive brands, top TV channel genres and more.

1. TAM AdEx Overview of
Advertising by the
Category:
Life Insurance
Media:
TV, Print, Radio & Digital
TV, Radio, Print & Digital: Q3-Q4’20 (Quarter)
Q3’20= Jul’20 – Sep’20
Q4’20= Oct’20 – Dec’20

2. 1
3
2
4
Ad Volume Growth^ New Brands
TV: Channel Genre & Time-band Print
Ad volumes for Life Insurance Category in Print
increased by 34% and 10% on Digital while on TV
& Radio slipped by 8% & 41% respectively in Q4’20
compared to Q3’20.
Count of New Brands** in TV, Print and Radio:
TV: 6 Brands
Print: 19 Brands
Radio: 5 Brands
Top 3 channel genres together added 92% share
of Life Insurance ad volumes during Q4’20 on
TV.
Afternoon, Morning and Prime Time time-bands
together added 77% share of ad volumes
60% of category’s ads were in Hindi and English
Publications during Q4’20.
South Zone topped with 36% ad volume share in
Print during Q4’20
Highlights – 1
^Ad Volume Growth Comparison Period: Q4’20 over Q3’20
**New Brands period: Q4’20 compared to Q3’20

3. 5
7
6
8
Advertisers Digital
Category Ranking in BFSI Radio
LIC of India and Max Life Insurance
Company were common advertisers across
all media
Programmatic/Ad Network transaction
method captured 81% share of Life Insurance
category’s ad insertions on Digital.
Among all the categories under BFSI Sector,
Life Insurance topped in Radio & Digital
media while it ranked 2nd in TV and 3rd on
Print in Q4’20
More than 55% of category’s ad volumes was
contributed by Top 4 states
Advertising for category on Radio preferred
during Morning and Evening time-band
Highlights – 2

4. Period : Q3’20= Jul’20 – Sep’20
Q4’20= Oct’20 – Dec’20
Ranking of Life Insurance among other categories of BFSI Sector
Insight:
• Category ranking remained same in all
Media during both the quarters Q3 and Q4
of Y 2020.
• Life Insurance ranked 1st on Radio and
Digital, 2nd on TV and 3rd in Print among all
categories of BFSI.
TV
Radio
Print
Digital
Q-3 Q-4

5. 100
92
Index : Q3’20 = 100
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Volumes for TV Period: Q3’20= Jul’20 – Sep’20
Q4’20= Oct’20 – Dec’20
Ad Volumes for Life Insurance Category on TV
Insight:
 Ad Volumes for Life Insurance on
Television declined by 8% in Q4’20
compared to Q3’20.
Q3’20 Q4’20
A slight drop in Ad Volumes of Life Insurance category on TV in Q4’20
Comparison Period Growth is for Q4’20 over Q3’20

6. 100
59
Ad Volumes for Life Insurance Category on Radio
Insight:
 Ad volumes for Life Insurance
category on Radio drop by 41% in
Q4’20 compared to Q3’20.
`
Index : Q3’20 = 100
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Volumes for Radio Period: Q3’20= Jul’20 – Sep’20
Q4’20= Oct’20 – Dec’20
Comparison Period Growth is for Q4’20 over Q3’20
Q3’20 Q4’20
Ad Volumes of category on Radio saw a huge drop in Q4’20

7. 100
134
Ad Volumes for Life Insurance Category in Print
Ad Volumes for Life Insurance in Print grew during Q4’20
Insight:
 Advertising in Print increased by
34% in Q4’20 compared to Q3’20.
Index : Q3’20 = 100
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print Period: Q3’20= Jul’20 – Sep’20
Q4’20= Oct’20 – Dec’20
Comparison Period Growth is for Q4’20 over Q3’20
Q3’20 Q4’20

8. 100
110
Ad Volumes for Life Insurance Category on Digital
Ad insertions for Life Insurance grew on Digital during Q4’20 over Q3’20
Insight:
 Ad Insertions on Digital rose by
10% in Q4’20 compared to Q3’20.
Index : Q3’20 = 100
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on ad insertions for Digital Period: Q3’20= Jul’20 – Sep’20
Q4’20= Oct’20 – Dec’20
Comparison Period Growth is for Q4’20 over Q3’20
Q3’20 Q4’20

9. Top Advertisers of Life Insurance category for TV and Print
Radio and Digital follows
99% of the ad volume in Print was contributed by LIC of India in Q4’20; Total 4 advertisers were common between TV and Print
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV and Col*Cms for Print Period: Q4’20= Oct’20 – Dec’20
TV Share %
Shriram Life Insurance Company 34
LIC of India 27
ICICI Prudential Life Insurance Company 15
HDFC Standard Life Insurance Company 13
Max Life Insurance Company 8
PNB Metlife India Insurance Company 3
Canara HSBC & OBC Life Insurance Company 0.1
India Post 0.01
Print Share %
LIC of India 99
Canara HSBC & OBC Life Insurance Company 0.3
Birla Sunlife Insurance Company 0.2
Aviva Life Insurance Company India 0.1
Max Life Insurance Company 0.1
Shriram Life Insurance Company 0.04
SBI (State Bank Of India) 0.03
PNB Metlife India Insurance Company 0.03
Bharti Axa Life Insurance Company 0.02
Sahara India Life Insurance Company 0.02

10. Top 10 Advertisers of Life Insurance Category for Radio and Digital
 LIC of India and Max Life
Insurance Company were common
across all media.
Insight (across all 4 media):
 Top 10 advertisers added 100%
share of ad volumes/insertion on
all media.
 Top advertiser in Print and Radio
added 99% during Q4’20.
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio and Ad Insertions for Digital Period: Q4’20= Oct’20 – Dec’20
Life Insurance Corporation topped on Radio while ICICI Prudential Life topped on Digital between during Q4’20
Radio Share %
LIC of India 99
PNB Metlife India Insurance
Company
1
SBI Life Insurance Company 0.5
India Post 0.1
Max Life Insurance Company 0.01
India First Life Insurance 0.001
Aegon Life Insurance Company 0.001
Digital Share %
ICICI Prudential Life Insurance Company 80
HDFC Standard Life Insurance Company 8
SBI (State Bank Of India) 6
Max Life Insurance Company 2
LIC of India 1
Exide Life Insurance Company 1
SBI Life Insurance Company 1
Canara HSBC & OBC Life Insurance
Company
1
PNB Metlife India Insurance Company 0.2
Bajaj Allianz Life Insurance Company 0.1

11. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print and Secondages for TV & Radio Period: Q3’20= Jul’20 – Sep’20
Q4’20= Oct’20 – Dec’20
TV Radio Print
ICICI Pru Life Insu All-In-One Term Plan LIC Ulip (Unit Linked Schemes) LIC Jeevan Labh
LIC Children Plans PNB Metlife LIC New Jeevan Shanti
LIC New Jeevan Anand LIC Jeevan Umang LIC Children Money Back
PNB Metlife Guaranteed Future Plan Postal Life Insurance/Rural Postal Insurence LIC Jeevan Tarun
LIC Pension & Group Scheme India First Life Insurance LIC Group Superannuation Cash Accum Plan
Top 5 New Brands^ from Life Insurance Category in each traditional mediums
6 New Brands on TV 5 New Brands on Radio 19 New Brands in Print
^New Brand of Q4’20 compared to Q3’20
Insight:  Highest number of new brands introduced by LIC in Print media
compared to other media during Q4’20.

12. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Q4’20= Oct’20 – Dec’20
67% of Life Insurance category’s ad volume were on News channels
Insight:
Top Channel Genres preferred by advertisers of Life Insurance Category on TV
 News & GEC channel genres together added
87% share of ad volumes for Life Insurance
category on TV during Q4’20.
Rank Channel Genres % Share
1 News 67
2 GEC 20
3 Movies 5
4 DTH Home 5
5 Music 3
Others (3) 1

13. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Q4’20= Oct’20 – Dec’20
Rank Program Genres % Share
1 News Bulletin 46
2 Feature Films 9
3 Business Program 7
4 Interviews/Portraits/Discussion 6
5 Channel Presentation/Promotion 5
6 Film Based Magazines 4
7 Reviews/Reports 4
8 Film Songs 3
9 Drama/Soap 2
10 Religious/Devotional/Astrology 2
Life Insurance category’s advertising was mostly during News Bulletin and
Feature Films programs i.e. 55% of the ad volume
Insight:
Top 10 Program Genres preferred by advertisers of Life Insurance Category on TV
 Top 10 program genres together added 89%
share of ad volumes on TV.

14. 9%
24%
29%
10%
24%
4%
For Life Insurance advertising, Afternoon was the most preferred time-band on TV followed by Morning & Prime time-band
Source: AdEx India (A Division of TAM Media Research) Period: Q4’20= Oct’20 – Dec’20
Note: Figures are based on Secondages for TV
Insight:
 Afternoon, Morning and Prime Time time-bands together
added 77% share of ad volumes for ‘Life Insurance
advertising’.
Time band analysis for Life Insurance Category’s advertising on TV
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59

15. Preference of ad size by advertisers of Life Insurance Category on TV
51%
39%
10%
20-40 Sec > 60 Sec < 20 Sec
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Q4’20= Oct’20 - Dec’20
Advertisers from Life Insurance Category preferred 20-40 Sec ad size on TV
Insight:
 20-40 seconds ads covered 51% share of ad
volume during Q4’20.

16. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Q4’20= Oct’20 – Dec’20
Newspaper: Publication Language and Genre for Life Insurance Category in Print
Insight:
 60% of category’s ads were in Hindi and English
Publications during Q4’20.
Publication Language % Share
Hindi 32%
English 28%
Telugu 8%
Marathi 8%
Tamil 6%
Top 5 Publication Languages added 82% share of ad space in Q4’20
 General Interest publication genre had 90% share
of ad volumes and Business/Finance/Economy had
10% share of category’s ad volume.
Publication Genre % Share
General Interest 90%
Business/Finance/Economy 10%
Focus on Advertising on General Interest Newspapers by advertisers

17. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Q4’20= Oct’20 – Dec’20
South Zone topped with 36% share of Life Insurance category advertising in Print during Q4’20
Zone % Share
South Zone 36
North Zone 27
West Zone 25
East Zone 13
Top 2 Cities - West Zone
Mumbai
Nagpur
Top 2 Cities - South Zone
Bangalore
Chennai
Top 2 Cities - North Zone
New Delhi
Chandigarh
Zone wise Advertising share of Life Insurance Category in Print
Insight:  Mumbai & New Delhi were the Top 2 cities in overall
India level during Q4’20.
Top 2 Cities - East Zone
Kolkata
Patna

18. 17%
16%
14%
11%
10%
8%
7%
6%
4%
4% 4%
Maharashtra West Bengal Gujarat Tamil Nadu
Delhi Karnataka Andhra Pradesh Uttar Pradesh
Rajasthan Kerala Madhya Pradesh
Category’s advertising was maximum in Maharashtra on Radio during Q4’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Q4’20= Oct’20 – Dec’20
Insight:
 More than 55% of category’s ad
volumes was contributed by Top 4
states viz. Maharashtra, West Bengal,,
Gujarat & Tamil Nadu during Q4’20.
State-wise share of Life Insurance Category’s advertising on Radio

19. 45%
8%
45%
2%
Advertising for Life Insurance category on Radio was preferred in Morning and
Evening time-band
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Q4’20= Oct’20 – Dec’20
Insight:
 Morning and Evening time-bands together
90% share of ad volumes during Q4’20.
Time band analysis for Life Insurance Category’s advertising on Radio
Morning
6:00 to 10:59
Afternoon
11:00 to 16:59
Evening
17:00 to 21:59
Night
22:00 to 05:59

20. 81%
10%
5%
2% 1%
0.5%
Programmatic/Ad Network Programmatic Direct Ad Network
Programmatic Direct Other
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertion in Digital Period: Q4’20= Oct’20 – Dec’20
Programmatic/Ad Network was the top transaction method for Digital advertising
Insight:
 Programmatic/Ad Network transaction
method captured 81% share of Life
Insurance category’s ad insertions on
Digital in Q4’20.
Transaction Methods of Digital Advertising in Life Insurance Category

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