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Financial Sector Media Analysis Report

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Ornico conducted research to review advertising, news and social media conversations in the Financial Industry, including banks and insurance brands, for the period January – December 2023.

Some prominent brands were randomly selected for review, and the aim was to provide a high-level view of activity in paid-for marketing activities, news reporting, as well as social media conversations. Key findings include:

Advertising Trends 

  • Ten banks and insurance companies were reviewed, collectively launching 3908 new executions in 2023. 
  • OUTsurance emerged as the most prolific advertiser, accounting for a staggering 72% of all new executions. 
  • The total adspend for the period reached R 4,268,106,413, with 414,934 executions tracked across TV, radio, and print channels. 

Medium Preferences 

  • TV advertising dominated, with the top channels featuring an even distribution of adverts. 
  • Clientele and OUTsurance were the predominant advertisers on TV, jointly contributing to 64% of all activity on the top five channels. 
  • Radio and print saw OUTsurance as the top advertiser by both ad spend and number of ads, while Assupol focused primarily on TV advertising. 

Editorial Content Insights 

  • Ornico reviewed editorial content related to Old Mutual, Discovery, and Sanlam during 2023. 
  • 11,265 articles and broadcast clips were analysed. 
  • Traditional media reporting highlighted an increase in claims related to load shedding and climate-related disasters for Sanlam,  Discovery,  and Old Mutual. 

For a more in-depth look at the findings, download the full report.

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