Private banks contributed to 40 per cent of the banking sector’s print advertising in 2006, according to a report by AdEx India (TAM Media Research’s division). The advertising trends in the banking sector reveal that it has recorded a 3 per cent dip in ad volumes over the previous year. Compared to 2005, PSU banks registered a dip of 7 per cent in print ad volumes in the year 2006, whereas private banks saw a 4 per cent increase in volumes.
Products & services, retail banking and anywhere banking were the top three sub-categories that together contributed to 81 per cent of the ad volumes in the banking sector. ‘Products & Services’ cornered the maximum share of 59 per cent, followed by ‘retail banking’ and ‘anywhere banking’ with 13 per cent and 9 per cent share respectively. Nearly 70 per cent of the new brands launched in the sector belong to ‘Products & Services’.
The growing sub-categories of banking sector in print are ‘corporate ads’ which recorded a maximum 132 per cent rise in volumes compared with 2005. The other two sub-categories were investment banking and agricultural banking. Publications in south, west and north zone contributed to 90 per cent share of ad volumes, with the south zone having the largest share of 42 per cent. The banking sector has used 70 per cent of ad volumes among the newspapers in the general interest genre, followed by 30 per cent in business/finance/economy genre.
In case of magazines, the maximum volume of 31 per cent was used in business/finance/economy, followed by general interest-news/current affairs genre with 28 per cent.
The top five advertisers in the banking sector were State Bank of India, Canara Bank, Union Bank of India, ICICI Bank and Bank of India, contributing to 37 per cent share of ad volumes. State Bank of India topped the charts with a 10 per cent share.
Among the top ten new brands launched in the banking sector, eight belong to PSUs, whereas two belong to private banks.
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