Edible Oils TV ad volumes up 66% in Jan-Aug’21, but digital sees 32% drop: TAM AdEx

Ad volumes of Edible Oils category saw the highest growth on Television at 66% during Jan-Aug’21, compared to the same period in 2020, as per TAM AdEx’s overview of this category’s advertising across key media. This was followed by Print, where the Edible Oils category’s ad volumes witnessed a 36% growth. On the other hand, Digital ad insertions of this category dropped by 32% during Jan-Aug’21.

TV

When compared to the same period last year, the ad volumes of Edible Oils category on television surged by 66% during January-August 2021. More than 55% ad volumes of the category was covered by the Top 5 Advertisers. Adani Wilmar had 15% of the ad volumes, the highest among Edible Oils. The Top 10 brands accounted for nearly 50% share of the ad volumes during Jan-Aug’21, with Mahakosh Soyabean Refined Oil leading the list with 8% share. Nutrela Gold was the top exclusive brand, followed by Pantanjali’s Rice Bran and Kachi Ghani Mustard Oil during Jan-Aug’21, compared to Jan-Aug’20. Over 55 exclusive brands appeared for the Edible Oils category during Jan-Aug’21 over Jan-Aug’20.

News genre alone had 48% of the category’s ad volumes, followed by GEC and Movies with 25% and 14% shares, respectively. The Top 2 channel genres – News and GEC – grabbed more than 70% of the ad volumes’ share for Edible Oils category during Jan-Aug’21. News Bulletin was the most preferred program genre to promote Edible Oil brands on Television. The Top 2 program genres – News Bulletin and Feature Films – together added more than 50% of the category ad volumes.

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

Advertisers of Edible Oils category preferred <20 seconds ad size on TV. 20-40 seconds and <20 seconds ads together added more than 95% share of the category’s ad volumes during Jan-Aug’21.

Print

When comparing Jan-Aug’21 to Jan-Aug’20, the Print medium saw a notable 36% increase in ad space for the Edible Oils category. The Top 5 advertisers accounted for more than 55% of the category ad space during Jan-Aug’21. Kaleesuwari Refinery topped among the advertisers of the Edible Oils category in Print with 22% of the ad space share. Between January and August of this year, the Top 10 Brands grabbed around 40% of the ad space. Freedom Refined Sunflower Oil was the top brand with 11% share of the ad space during Jan-Aug’21.

Over 165 exclusive brands were seen during Jan-Aug’21 on the Print medium. Sona Sikka Edible Oil was the top exclusive brand, followed by Gold Winner Vita D. Two out of the Top 10 exclusive brands were from Kaleesuwari Refinery during this period.

Hindi language was on top with 36% share of the ad space. The Top 5 Publication languages together added 87% share of the category’s ad space. The General Interest publication genre had 99.7% share of category’s ad space in Jan-Aug’21.

South Zone topped for Edible Oils category advertising in Print, with 45% share during Jan-Aug’21, closely followed by North Zone, which had a share of 30%. Bangalore and Chennai were the Top 2 cities in overall India in terms of category advertising in Print.

In Edible Oils category, Sales Promotion had 25% share of the Ad Space in Print medium. Among Sales Promotions, Add on Promotion occupied 41% share of the Ad Space, followed by Combination Promotion with 19% share during Jan-Aug’21. Kaleesuwari Refinery topped with more than 50% of the category share, followed by Cargill India with 23% share during Jan-Aug’21.

Print

Indexed growth in ad volumes for Edible Oils was 7% in Print during Jan-Aug’21, compared to Jan-Aug’20. On Radio, Adani Wilmar topped among advertisers with 27% share of the total Edible Oils’ ad volumes. The top 10 Advertisers accounted for 85% share of the category ad volumes on Radio. The Top 10 Brands added 75% share of the ad volumes during Jan-Aug’21, with Fortune Refined Cottonseed Oil leading the list. More than 40 exclusive brands were present during Jan-Aug’21 over Jan-Aug’20. Tirupati Cotton Seed Oil was the top exclusive brand on Radio medium, followed by Emami Healthy & Tasty Cooking Oil on the 2nd position.

Gujarat state topped with 55% share of the ad volumes, followed by Rajasthan with 12% share. The Top 3 states occupied 75% share of the Category Edible Oil’s ad pie during Jan-Aug’21.

Advertising for Edible Oils category was preferred in the Afternoon and Evening time-bands, combining more than 70% share ad volumes on Radio.

Digital

Compared to TV, Print Radio, on the Digital medium, ad insertions decreased significantly by 32% during Jan-Aug’21 as against Jan-Aug’20.

Cargill India was on top with 55% share of the category’s advertising. The Top 10 advertisers added 95% share of the category ad insertions on Digital. The Top 10 Brands had 87% share of the ad insertions during Jan-Aug’21, with Gemini Edible Oil Range on top of the list adding 28% share.

Video creatives bagged more than 65% share of Edible Oil’s Digital Ad Insertions, followed by Display creatives during Jan-Aug’21. Desktop Video topped among Digital Platforms with 55% of category Ad Insertions, followed by Desktop Display and Mobile Display with 16% and 15% shares, respectively.

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