Period
Market
Category
Synced
Media Campaign Overview
Driving reach to policy sale
Net Reach · TG
◎
134M
▲ 64% of 210M TG universe
1+ reachTarget 60%
Incremental Reach /TV
＋
+38%
▲ 36.4M cord-cutters added
OTT + YouTube de-dupvs TV-only
GRP / SOV
▦
1,240GRP
▲ 31% category SOV
TV target-GRPsP1 markets
Traffic & Leads
⤓
33.0M
▲ 8.6M leads · +27% YoY
sessions → enquiriesGoal +30%
Conversions (Attributed)
⟿
0.61M
▲ 34% brand-attributed
policies issuedMMM + view-through
The Media Waterfall
FY 26–27 YTD · all channels de-duplicatedPaid impressionsTV GRP-eq + digital
100%entry
Net reach (1+)de-duplicated TG
55.6%step conv
Site / app sessionsengaged visits
24.6%step conv
Enquiries (leads)high-intent
26.1%step conv
Qualified leadsagent-verified
45.3%step conv
Policies issuedconverted
15.6%step conv
0.025%Impression → policy
3.6%Reach → enquiry
7.1%Lead → policy
₹2,459Blended cost / policy
Read left→right: paid impressions compress into reach, into site/app sessions, into raw enquiries, into agent-qualified leads, into issued policies. Stage conversion % shown at right.
Budget Distribution
Annual₹150Cr · FY 26–27
TV (PT) ₹100Cr
OTT ₹18Cr
YouTube ₹12Cr
Social ₹8Cr
Display ₹5Cr
Search / Perf ₹7Cr
Spend pacing vs flight plan
₹ Cr / month₹150 CrPlanned
₹71 CrSpent YTD
98%On pace
Brand lift study — pre vs post
Δ pointsAwareness +9.2 pts
Consideration +12.4 pts
Intent +6.8 pts
Trust +8.1 pts
Preference +5.4 pts
Health signals
vs targetLead growth → +30% goal91%
Net reach → 60% goal107%
High-income reach → 55%87%
Video VTR → 65%109%
!
Pacing flag: Term lead growth (+19%) trails Health (+34%). Re-weight ₹4–6 Cr of Q3 OTT toward Term-intent cohorts.
Illustrative dataset modelled on the PolicyBazaar brand media brief (May 2026) for pitch demonstration. Figures are simulated to show the measurement architecture, not actuals.