F&B sector's Digital ad volumes grew 75% during Jan-Mar’21: TAM AdEx

At 75%, the Food & Beverage sector saw the highest growth in ad volumes on Digital medium during Jan-Mar’21, compared to Jan-Mar’20, as per TAM AdEx data. Ad Volumes of the F&B sector on Television grew by 43% during the same period, while a significant growth for the F&B sector was seen on Radio medium during Jan-Mar’21.

Digital

On Digital medium, Chocolates category was on top with 16% share of F&B sector’s advertising, followed by Instant mixes with a share of 11%. The Top 10 Advertisers accounted for 63% share of the ad insertions during Jan-Mar’21, with Cadburys India leading the list with a share of 14%.

General Mills India and Hindustan Unilever followed with 9% share of the ad insertions each.

As far as transaction methods are concerned, Programmatic had the lion’s share of 77% of the F&B sector’s ad insertions for Digital advertising during Jan-Mar’21, followed by Ad Network method on 2nd place with a share of 15%.

Television

Ad Volumes of the F&B sector on Television grew by 43% during Jan-Mar’21, compared to same period in previous year. Milk Beverages and Biscuits together accounted for more than 26% of the ad volumes share of the F&B sector. The Top 10 advertisers accounted for more than 60% share of ad volumes during Jan-Mar’21, with Hindustan Unilever topping the list with 14% share.

There were 600 new brands observed during Jan-Mar’21 over Jan-Mar’20. The Top 2 news brands – Sunfeast Yippee Saucy Masala and Sunfeast Moms Magic – were from ITC advertisers during Jan-Mar’21.

The Top 2 channel genres on TV together – GEC and Movies – accounted for more than 55% of the ad volumes share for the F&B sector during Jan-Mar’21. The GEC genre topped the list of F&B sector’s channel genres during Jan-Mar’21. At 29%, Feature Films was the most preferred program genre to promote F&B brands on Television. The Top 2 program genres – Feature Films and News Bulletin – together added more than 40% of the total ad volume share of the F&B sector 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 for more than 70% share of ad volumes. Advertisers of the F&B sector preferred 20-40 seconds ad size on TV. 20-60 seconds and <20 seconds ads together covered 95% share of the Ad Volumes during Jan-Mar’21.

Print

Indexed growth in ad space for the F&B sector in Print grew by 28% during Jan-Mar’21, compared to Jan-Mar’20. The Top 10 advertisers accounted for more than 40% share of the print ad space. GCMMF (Amul) was the top advertiser with 11% share of the overall sector’s ad space during Jan-Mar’21, followed by Hindustan Unilever with 5% share. The Spices category led the list of the Top 10 F&B sector categories.

In the Print medium, more than 1,350 new brands were seen during Jan-Mar’21. Pushp Quick Fry was the top new brand, followed by Tea Valley Utsah.

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

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

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

Radio

A significant growth was seen on Radio medium during Jan-Mar’21, compared to Jan-Mar’20. On Radio, Pan Masala/ Zarda/ Gutkha had 16% of the total ad volumes’ share of the F&B sector. The Top 10 Advertisers added 54% share of ad volumes during Jan-Mar’21. Mother Dairy Fruit & Veg led the list with 18% share, followed by GCMMF (Amul) - 9%, KP Pan Foods – 6%, Adani Wilmar - 5%.

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 the Radio medium.

The Top 3 states occupied more than half the ad pie for the F&B sector. Gujarat state was on top with 31% share of the ad volumes, followed by Uttar Pradesh with 14% share. Advertising for the F&B sector was preferred in the Afternoon and Evening time-bands on Radio.