MAM
Media planners unconvinced that ‘Extraa Innings’ packs in female viewers
MUMBAI: Just how much has Extraaa Innings expanded the “non-purist” cricket audience base? That Charu Sharma, his “angels” and crew, were expected to beat the “few good men” of ESPN Star Sports was always a no-brainer. Especially on the back of the live World Cup telecast.
But the jury is still out among media specialists as to just how far MAX attempt to “get in the housewives” has been a success.
The ratings for 9-15 February 2003 show that MAX Extraaa Innings has attained some element of success. MAX officials claim that they have hit the requisite target audience. Among the segments, the two-hour pre-match Extraaa Innings attracted a high female viewership, delivering an average rating of 1.1, while the half-hour lunch segment delivered a higher rating of 1.2, an official release says.
Optimum Media Solutions Amit Ray says: “Given a choice, the females would still prefer the soaps in the afternoons and even during the live matches. After the matches, the females will definitely watch the primetime serials.”
Everest Integrated Communication client servicing manager Vinay Kanchan says: “I don’t think that putting a woman in a programme makes it appealing to women. Women themselves might find these characters who appear quite irritating. The manner in which commentary is done in the current day and time, the game is made quite simple for even a common man (or woman) to understand. The experts are very good (legends like Gavasker, Boycott, Barry Richards ) and you like (and this holds true for women as well I guess) to listen to them uninterrupted. The females add a new dimension and some unnecessary comment quipped in between such as – ‘Oh his square drive is sooo cute’!”
Mindshare Fulcrum MD Vikram Sakhuja says: “Our analysis on Extraaa innings shows that the ratings the program is picking up, especially after the match are not too special. These are the ratings that the channel would have got anyway. Also, while competitive channels have shown big drops during live cricket, they have not been hurt during the Extraaa Innings.”
“Since media is talking about how Extraaa Innings has been fashioned for entertainment audiences (and not just the sports purists). So basically, the jury is out if Mandira Bedi and Charu Sharma are successful in adding appeal. I will stick to Ganguly and company,” Sakhuja adds.
WPP Media research shows that the Extraaa Innings ratings in the “Soaps” TG (Sec ABC, 15+ females, C&S in all India): is as follows:
SAF vs WI – 2.1
SL vs NZL – 0.6
ZIM vs NAM – 0.4
AUS vs PAK – 1.4
BAN vs CAN – 0.4
SAF vs KEN – 0.3
IND vs HOL – 1.6
WI vs NZL – 0.4
SL vs BAN- 0.4
KEN vs CAN- 0.3
IND vs AUS – 1.9
Madison Media COO (West) Punitha Arumugam says: “No! Extraaa Innings has not drawn female viewers as can be seen from the figures below. The ratings are as per the expectations we had earlier.Advertisers will definitely prefer live cricket matches to wrap around programmes as the involvement will be far higher with the programme and hence with the ads during the live telecast rather than the wrap around programmes.”
Madison Media’s research shows
– Extraa Innings : For every 100 male viewers there were 68 female viewers on an average.
– SET MAX regular programmes : For every 100 male viewers there were 105 female viewers on an average.
– SONY regular programmes : For every 100 male viewers there were 135 female viewers on an average.
Sony executive V-P and MAX business head Rajat Jain however maintains: “In fact, Extraaa Inningscan be credited with igniting the cricket passion among female viewers. Even before India played its first match, Extraaa Innings attracted 16.2 million female viewers, which swelled to an unprecedented 17.1 million females by the end of week 1 of the action of the ICC Cricket World Cup on MAX.”
Extraaa Innings delivered an average of 1.1 among females in C & S HHs (cable & satellite Households), with India matches notching 1.5 and non-India matches delivering 0.9 TVRs. “These ratings are specially significant when compared to past cricket wrap-around programmes in competing channels which never delivered more than 0.03 among this TG,” said Jain.
MAM
India’s financial sector spent less on TV ads in 2025 but flooded the internet
Banks, insurers and lenders cut tv ads as digital jumps, LIC and Muthoot lead tv and Axis Bank tops online
MUMBAI: India’s banking, financial services and insurance sector, one of the most prolific advertisers in the country, delivered a split verdict on media in 2025. It spent less on television, held its nerve in print, turned up the volume on radio and deluged the internet with a ferocity that left every other medium looking pedestrian. The picture that emerges from TAM AdEx’s cross-media report for the BFSI sector is of an industry in transition, still wedded to the news bulletin but increasingly seduced by the algorithm.
Television: a retreat with caveats
TV ad volumes for the BFSI sector fell 16 per cent in 2025 compared with 2024, a sharp reversal after two years of consistent growth that had pushed volumes 16 per cent above 2021 levels by 2023 and a further 7 per cent higher by 2024. Within 2025 itself, the drop was concentrated in the middle of the year: the second and third quarters saw ad volumes slide 35 per cent each against the first quarter, with a partial recovery of 13 per cent in the fourth.
The retreat did not reshuffle the deck. Life insurance retained first place among TV categories with 19 per cent of ad volumes, mortgage loans held second with 16 per cent, and the top ten categories together accounted for 82 per cent of all BFSI television advertising. The dominance of news channels was equally pronounced: news claimed 68 per cent of ad volumes, general entertainment channels a distant 14 per cent and movies 12 per cent. Together, news and GEC captured 82 per cent of the sector’s television spend. News bulletins alone took 48 per cent of programme-genre volumes, with feature films second at 12 per cent. Prime time, between 6pm and 11pm, drew 34 per cent of ad volumes, followed by afternoon at 22 per cent and morning at 20 per cent. A full 82 per cent of all ads ran between 20 and 40 seconds.
Life Insurance Corporation of India was the sector’s biggest TV spender with 11 per cent of ad volumes. Muthoot Financial Enterprises came second with 9 per cent, followed by National Payments Corporation of India at 6 per cent, Tata AIG General Insurance at 5 per cent and State Bank of India at 5 per cent. The top ten advertisers together accounted for 51 per cent of total TV volumes. Three names were new to the top ten in 2025: Tata AIG General Insurance, IIFL Finance and Tata Capital. At brand level, Muthoot Finance Loan Against Gold led with 9 per cent share, Tata AIG Health Insurance entered the top ten for the first time, and the top ten brands together contributed 35 per cent of ad volumes.
Print: the long climb continues
Print told a different story. Ad space for the BFSI sector has grown every year since 2021, rising 16 per cent in 2022, 30 per cent in 2023, 51 per cent in 2024 and 64 per cent in 2025, all measured against a 2021 baseline. Within 2025, ad space was flat in the second quarter but surged 46 per cent in the third and 33 per cent in the fourth compared with the first. Life insurance led print categories with 21 per cent of ad space, followed by mutual funds and banking services and products at 13 per cent each, and corporate financial institutes at 11 per cent. The top ten categories together took 82 per cent of print ad space. LIC led print advertisers with 6 per cent share, and the top ten together covered just 19 per cent of ad space, a reflection of how fragmented print spending remains. Three new entrants joined the top ten in 2025, with Billion Brains Garage Ventures the only exclusive presence not seen in 2024’s list. In the top ten brands, LIC dominated with a 2 per cent share, while Nippon India Mutual Fund rose to third position from fourth in 2024. English accounted for 62 per cent of print ad space, Hindi for 20 per cent. Business and finance publications took 59 per cent of the genre split. The south zone led regional spending with 33 per cent of print ad space, Bangalore topping that zone, while New Delhi and Mumbai were the leading cities nationally.
Radio: louder than ever
Radio ad volumes for the BFSI sector have climbed steadily, rising 12 per cent above 2021 levels in 2023, 36 per cent in 2024 and 45 per cent in 2025. The quarterly pattern within 2025 was volatile: a sharp drop of 43 per cent in the second quarter and 42 per cent in the third, followed by a near-full recovery in the fourth. Life insurance led radio categories with 22 per cent of volumes, banking services and products second at 14 per cent and corporate NBFCs third at 11 per cent. LIC of India held its position as the leading radio advertiser with 20 per cent of ad volumes; the top ten radio advertisers together covered 69 per cent. Muthoot Financial Enterprises led radio brands with 10 per cent share, five of the top ten brands belonged to LIC alone, and SBI Mutual Fund made a remarkable leap to fifth position from 272nd in 2024. Evening and morning time-bands together captured 84 per cent of radio ad volumes, with evenings at 44 per cent and mornings at 40 per cent. Maharashtra was the leading state for radio BFSI advertising with 18 per cent share; Maharashtra, Gujarat and Uttar Pradesh together accounted for 43 per cent.
Digital: the five-times surge
If one number defines the 2025 BFSI advertising story, it is five. Digital ad impressions for the sector multiplied fivefold between 2021 and 2025, having already doubled in 2023 and doubled again in 2024 before the 2025 leap. Within the year, impressions dipped 19 per cent in the second quarter and 12 per cent in the third before recovering 8 per cent above the first quarter by the fourth. Banking services and products led digital categories with 27 per cent of impressions, life insurance and credit cards tied at 19 per cent each, and securities and sharebroking organisations fell from first place in 2024 to fourth in 2025. Axis Bank was the runaway leader among digital advertisers with 12 per cent of impressions, followed by ICICI Bank at 9 per cent, IDFC First Bank at 7 per cent and Kotak Mahindra Bank at 6 per cent. The top ten digital advertisers covered 59 per cent of impressions, and seven of them were new entrants compared with 2024, signalling rapid churn in the digital spending hierarchy. At brand level, Axis Bank led with 9 per cent, ICICI HPCL Super Saver Credit Card vaulted to third place from 921st in 2024, and six of the top ten digital brands were new to the list. Programmatic buying accounted for 91 per cent of all digital BFSI transactions; combined with ad networks, it captured 96 per cent.
The data from TAM AdEx paints the portrait of a sector that still believes in the power of the television news bulletin to sell insurance to the masses, but increasingly knows that the next generation of borrowers, investors and cardholders is scrolling, not watching. The race is now on to reach them before the algorithm serves up someone else’s loan offer first.
