TAM AdEx: Ad insertions on digital for F&B sector surge 75% during Jan-Mar’21 

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AdEx India, a division of TAM Media Research launched the report titled Overview of Advertising by the Sector: Food & Beverages. The report revels that ad volumes of Food & Beverages on Television grew by 43% during Jan-Mar’21 compared to same period in previous year. During this period Spices lead the list of Top 10 categories of F&B sector in Print.

On Radio the top 10 advertisers added 54% share of ad volumes during Jan-Mar’21 from which Mother Dairy Fruit & Veg was leading the list.  Whereas on the Digital medium during Jan-Mar’21 compared to Jan-Mar’20 nearly 75% growth observed in ad insertions of F&B sector.

Television

Ad Volumes’ Trend for Sector F&B on TV

Ad Volumes of F&B sector on Television grew by 43% during Jan-Mar’21 compared to same period in previous year.

Top 10 Categories and Advertisers of F&B sector on TV

Milk Beverages and Biscuits together accounted more than 26% to the ad volume share of F&B sector. Top 10 advertisers accounted more than 60% share of ad volumes during Jan-Mar’21 with Hindustan Unilever topping the list.

Top 10 New Brands of F&B on TV

here were 600 new brands observed during Jan-Mar’21 over Jan-Mar’20. Top 2 news brands were from ITC advertisers during Jan-Mar’21.

Preferred Channel Genres by F&B sector’s advertisers on TV

Top 2 channel genres on TV together i.e. GEC and Movies accounted more than 55% of ad volumes share for F&B sector during Jan-Mar’21. GEC genre topped the list of F&B sector’s channel genres during Jan-Mar’21.

Preferred Program Genres by F&B sector’s advertisers on TV

Feature Films most preferred program genre to promote F&B brands on Television. Top 2 program genres i.e. Feature Films and News Bulletin together added more than 40% of the total ad volume share of F&B sector on TV.

Preference of ad size by advertisers of F&B sector on TV

Advertisers of F&B sector preferred 20 -40 secs ad size on TV. 20-60 seconds and <20 seconds ads together covered 95% share of Ad Volumes during Jan-Mar’21.

Time band analysis for F&B advertising on TV

Prime Time was the most preferred time-band on TV followed by Afternoon time-band. Prime Time, Afternoon & Morning time bands together accounted more than 70%share of ad volumes.

Print

Ad Space for F&B Sector in Print

Indexed growth in ad space for F&B grew by 28% during Jan-Mar’21 compared to Jan-Mar’20.

Top 10 Categories and Advertisers of F&B Sector in Print

Spices category leads the list of Top 10 F&B sector. GCMMF (Amul) was the top advertiser with 11% share of overall sector’s ad space during Jan-Mar’21 closely followed by Hindustan Unilever. Top 10 advertisers accounted more than 40% share of ad space.

Top 10 new brands of F&B in Print

In Print medium, more than 1350 new brands seen during Jan-Mar’21. Pushp Quick Fry was the top new brand followed by Tea Valley Utsah.

Newspaper: Publication Language & Genre for F&B sector in Print

Hindi language was on top with 49% share of ad space and top 5 Publication languages together added 80% share of sector’s ad space. General Interest publication genre had 99% share of sector’s ad space.

Top Advertisers of Sales Promotion for F&B Sector in Print

Among the Sales Promotion’s advertisers, Kaleesuwari Refinery topped with 17% share of ad space followed by DJ Sons Consumer Goods during Jan-Mar’21.

Zone wise Advertising share of F&B Sector in Print

Among 4 zones, North Zone topped for F&B advertising with 37% share in Print during Jan-Mar’21. Kolkata & New Delhi were Top 2 cities in overall India for the sector advertising in Print.

Advertising Promotions of F&B Sector in Print

In F&B sector, Sales Promotion accounted 18% share of ad space in Print medium.Among Sales Promotions, Add On Promotion occupied 44% share of ad space followed by Multiple Promotion with 16% share during Jan-Mar’21.

Radio

Ad Volumes’ Trend for F&B Sector on Radio

A significant growth seen on Radio medium during Jan-Mar’21 compared to Jan-Mar’21.

Top 10 Categories and Advertisers of F&B for Radio

On Radio, Pan Masala/Zarda/Gutkha had 16% of the total ad volumes’ share of F&B sector. Top 10 Advertisers added 54% share of ad volumes during Jan-Mar’21 from which Mother Dairy Fruit & Veg was leading the list.

Top 10 New Brands of F&B on Radio

There were more than 250 new brands observed during Jan-Mar’21 over Jan Mar’20. Mother Dairy Milk was the top new brand on Radio medium.

State-wise share of F&B advertising on Radio

The Top 3 states occupied more than half of ad pie for the F&B sector. Gujarat state was on top with 31% share of ad volumes followed by Uttar Pradesh with 14% share.

Time band analysis for F&B advertising on Radio

Advertising for F&B sector was preferred in Afternoon and Evening time-band on Radio.

Digital

Ad Insertions’ Trend for F&B Sector on Digital

75% growth observed in ad insertions of F&B sector on Digital medium during Jan-Mar’21 compared to Jan-Mar’20.

Top 10 Categories and Advertisers of F&B for Digital

On Digital medium, Chocolates category was on top with 16% share of sector’s advertising. Top 10 Advertisers accounted 63% share of ad insertions during Jan-Mar’21 with Cadburys India leading the list.

Transaction Methods of Digital Advertising in F&B Sector

Programmatic topped with 77% share of F&B sector’s ad insertions for Digital advertising during Jan-Mar’21 followed by Ad Network method on 2nd place.