BFSI ad spends shift to digital as TV dips, print sees limited traction: TAM

BFSI ad spends shift to digital as TV dips, print sees limited traction: TAM

Advertising spends by the BFSI sector in 2025 indicate a clear shift in media strategy, with television ad volumes declining by 1% and print seeing only marginal movement, according to TAM AdEx data. The report highlights that traditional heavyweights such as HDFC Bank, State Bank of India (SBI), LIC and ICICI Bank have moderated their presence on TV and print compared to previous years. While these platforms continue to be used, their role has become more selective and campaign-specific. Print remains relevant largely for corporate communication and trust-led messaging, but has not seen any significant increase in BFSI spends. In contrast, the sector is increasingly directing investments towards digital platforms. Both legacy BFSI brands and newer fintech players are focusing on digital-first strategies, driven by the need for sharper targeting, measurable outcomes and performance-led campaigns. The data suggests that digital is now emerging as the primary medium for customer acquisition and engagement, especially for products such as loans, credit cards and insurance services. Overall, the report underlines a broader shift in BFSI advertising, where brands are moving away from mass-led visibility towards more efficient, targeted and ROI-driven media planning.