The ad volumes of the Ecom-Food/Grocery category on Television rose by 45% during Jan-May’21 compared to Jan-May’20. The Top 10 advertisers nearly accounted for a 100% share of category ad volumes during Jan-May’21 with Flipkart.com leading the list, states TAM AdEx-Cross Media Report on E-com Food & Grocery.
Flipkart Grocery and Licious were the Top 2 brands during Jan-May’21 with a 22% share of ad volumes. The top 5 brands had more than 85% share of ad volumes. Jiomart.com was the leading new brand followed by Faasos during Jan-May’21 compared to Jan-May’20. More than ten new brands appeared for Ecom-Food/Grocery category during Jan-May’21.
The movie’s genre alone had 27% of the category’s ad volumes, followed by GEC in 2nd position. Top 3 channel genres grabbed 72% of ad volumes for Ecom-Food/Grocery category during Jan-May’21. Feature Films is the most preferred program genre to promote Ecom-Food/Grocery on Television. The Top 3 program genres, i.e. Feature Films, News Bulletin, and Film Songs, added more than 50% of category ad volumes.
On TV, Prime Time was the most preferred time band, followed by Afternoon. Prime Time, Afternoon, and Morning time bands together added more than 70% share of ad volumes.
Advertisers of the Ecom-Food/Grocery category preferred <20 secs ad size on TV.
<20 seconds and 20-40 seconds ad size together added 100% share of category ad volumes during Jan-May’21.
In a Print medium, ad space of the Ecom-Food/Grocery category grew sharply by 2.5 times during Jan- May ’21 over Jan-May’20.
Reliance Retail and Grofers India were the Top 2 advertisers of the Ecom-Food/Grocery category, contributing almost 50% share of ad space in Jan-May’21.
Jiomart.Com was the top brand with a 28% share of ad space, followed by Grofers with a 21% share. Top 10 advertisers and brands added 93% and 92% shares, respectively.
More than 70 new brands were seen during Jan-May’21 compared to Jan-May’20. Jiomart.Com was the top new brand, followed by Tendercuts. In.
During Jan-May’21, the English language topped with 57% share of Ecom-Food/Grocery’ ad space followed by Hindi with 13% share.
Top 5 Publication languages together added 88% share of category ad space. The General Interest publication genre had with 96% share of ad space.
South Zone topped with 39% share of ad space during Jan-May’21, closely followed by West Zone. Bangalore & Hyderabad were Top 2 cities in overall India for Print Advertising.
Sales Promotion had 92% share of Ecom-Food/Grocery category during Jan-May’21.
Among Sales Promotions, Multiple Promotion occupied 65% share of ad space followed by
Discount Promotion with 28% share.
Among advertisers using Sales Promotions, Reliance Retail topped with a 30% share of ad space, followed by Grofers India with 23% share during Jan-May’21.
Radio
When comparing Jan-May’21 to Jan-May’20, 76% growth in Ecom-Food/Grocery advertising was observed on Radio medium.
Among the advertisers, Reliance Retail topped with 28% of the ad volumes’ share in Jan-May’21. Jiomart.Com was the top brand with a 28% share of ad volumes, followed by Zomato.Com with a 13% share. During Jan-May’21, Top 10 advertisers and brands had the same percentage of ad volumes. i.e. 89%.
25+ new brands observed in Jan-May’21 over Jan-May’20. Jiomart.Com was the top new brand on Radio medium followed by Suprdaily App.
Delhi state was on top with a 23% share of ad volumes, followed by Maharashtra with a 21% share. The Top 2 states occupied more than 40% of ad pie for Ecom-Food/Grocery category.
Advertising on Radio was preferred in the Evening time-band followed by Morning and Afternoon.
77% share of ad volumes for Ecom- Food/Grocery category contributed by Evening and Morning time-bands.
Digital
On Digital medium, ad insertions increased sharply by 2.5 times during Jan-May’21 compared to Jan-May’20 for Ecom- Food/Grocery category.
Meat And Spice and Grofers India were the top 2 advertisers of the Ecom-Food/Grocery category, which together added 41% share of ad insertions during Jan-May’21.
Meatigo.Com was a top brand with a 28% share of ad insertions during Jan-May’21. The top 10 brands had more than 75% share of ad insertions.
Ad Network transaction method topped with 78% share of Ecom-Food/Grocery category ad insertions on Digital during Jan-May’21 followed by Programmatic/Ad Network with 8% share.
