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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