F&B sector ad volumes on Radio up 60% in Q4 2020: TAM AdEx

TAM AdEx’s overview of advertising by the Food & Beverages sector in 2020 across TV, Print, Radio and Digital reveals steep growth in all four media platforms in the post-lockdown period, with Radio recording a growth of 60%, TV saw an ad volume growth of 37%.

Television

As per TAM AdEx’s report, compared to Q1 of 2020, Q4 saw a 37% increase in ad volumes on Television. Due to COVID-19, lowest Ad Volumes were observed in Q2, which includes the lockdown period. It took two months of the post-Lockdown period for the F&B sector’s ad volumes to recover and reach Pre-Lockdown levels. During the festive period, Ad Volumes on Television witnessed double digit share. Ad Volumes of the F&B sector on Television grew by 6% in 2020 over 2019.

The Top 10 advertisers accounted for 65% share of F&B ad volumes in 2020, with Hindustan Unilever leading the list. Milk Beverages and Chocolates together contributed 27% to the ad volumes share of the F&B sector. The Top 10 Brands accounted more than 15% share of ad volumes in 2020, with Horlicks topping the list with a 4% share.

GEC Channel Genre topped the preference list of F&B sector during 2020. The Top 2 channel genres on TV together accounted more than 55% share of ad volumes for F&B sector during 2020. The Top 2 programme genres – Feature Films and News Bulletins – together added more than 45% to the total Ad Volume share of F&B sector on TV. Feature Films were the most preferred for promoting F&B brands on Television.

Prime Time was the most preferred time-band on TV, followed by the Afternoon and Morning time-bands. Prime time, Afternoon and Morning time bands together accounted more than 70% share of Ad Volumes. Advertisers of the F&B sector preferred 20-40 seconds ad size on TV, while 20-40 seconds and <20 seconds ads together covered more than 95% shares in 2020.

Digital

On the other hand, when it comes to ad insertions of the F&B sector on Digital, they contracted by 42% in 2020 over 2019. Compared to Q1 of 2020, Q4 witnessed 2 times ad insertion growth for the F&B sector. Due to COVID-19, the lowest ad insertions were observed in Q2, which includes the lockdown period. Post the lockdown, October 2020 witnessed the highest ad insertions share, followed by November 2020.

On the Digital Medium, the Top 10 Advertisers accounted more than 60% share of ad insertions in 2020, with Hindustan Unilever leading the list. Ice Cream/ Frozen Desserts and Chocolates topped the F&B sector with almost same 13% of advertising share. The Top 10 Brands accounted for 39% share of ad insertions in 2020, with Kwality Wall’s Cornetto leading the list with 12% of ad insertions of the F&B sector on the Digital Medium.

Programmatic ads topped with more than 65% share of transaction method for Digital advertising of F&B sector in 2020.

Print

Compared to Q1 of 2020, Q4 witnessed a 24% Ad Space growth in Print for the F&B sector. Due to COVID-19, lowest Ad Volumes were observed in Q2, which includes the lockdown period. Print Ad Space recovered to pre-Lockdown levels within just 3 months of the post-Lockdown period. Ad Space in Print witnessed double digit share, with highest ad volumes in November 2020. Ad Space of the F&B sector in Print decreased by 10% in 2020 over 2019.

The Top 10 Advertisers accounted for more than 40% share of Ad Space in 2020, with GCMMF (Amul) leading the list. Spices leads the list of Top 10 Categories of F&B sector in Print. The Top 10 Brands accounted for 21% share of ad space in 2020, with Horlicks leading the list. The Top 5 Publication Languages accounted for 81% share of the F&B sector’s ad space. General Interest publication genre added 99% share of the sector’s ad volumes.

Among the four zones, North topped for the F&B sector advertising, with 40% share in Print during 2020. Kolkata and New Delhi were the Top 2 cities in overall India.

Sales Promotion for the F&B sector accounted more than 10% of the Ad Space in the Print medium. Among Sales Promotions, Add On Promotion occupied 28% share of the pie, followed by Discount Promotion with 23% share in 2020.

Radio

Compared to Q1 of 2020, Q4 witnessed 60% growth in ad volumes of the F&B sector on Radio. Due to COVID-19, lowest Ad Volumes were observed in Q2, which includes the lockdown period. Ad volumes for the F&B sector on Radio decreased by 8% in 2020 over 2019. Lowest ad volumes were observed in April 2020 and May 2020, which was the lockdown period. The Festive period boosted Ad Volumes for the F&B sector during October-December 2020.

The Top 10 advertisers accounted for 51% share of ad volumes in 2020, with K P Pan Foods leading the list. On Radio, Pan Masala ruled with more than 25% of the total ad volume share of the F&B sector. Among the Top 10 F&B brands, three brands belonged to Pan Masala category. The Top 10 Brands accounted for 37% share of ad volumes in 2020, with Rajshri Pan Masala, which is brand of K P Pan Foods, heading the list.