TAM shared its report on Advertising by the sector: Food and Beverage. The report was divided into 4 parts Television, Print, Radio, Digital. The report highlighted Ad Volumes for F&B sector on TV, Ad Volumes for F&B sector on TV, Ad Space for F&B sector in Print, Advertising Promotions of F&B sector in Print, Ad Volumes for F&B sector on Radio, Ad Insertions for F&B sector on Digital and many more.
Ad Volumes of the F&B sector on Television grew by 6% in 2020 over 2019. Compared to the 1st quarter of Y 2020, Q4 saw a 37% increase in ad volumes on Television. Due to Covid-19, the lowest Ad Volumes observed in the 2nd quarter which includes the lockdown period. it took 2 months post Lockdown period for the F&B sector’s ad volumes to recover and reach the Pre-Lockdown level.
In the Top 10 Categories and Advertisers of F&B for TV, Milk Beverages and Chocolates together contributed 27% to the ad volume of the F&B sector. The top 10 advertisers accounted for 65% share of ad volumes in Y 2020 with Hindustan Unilever leading the list.
In the top 10 Brands from the F&B sector on TV, Top 10 Brands accounted for more than 15% share of ad volumes in 2020 with Horlicks topping the list. Whereas, in top Channel Genres preferred by advertisers of F&B sector on TV, Top 2 channel genres (GEC, Movies) on TV together accounted for more than 55% share of ad volumes for F&B sector during Y 2020.
Prime Time was the most preferred time-band on TV followed by Afternoon and Morning time-bands. Primetime, Afternoon & Morning time bands together accounted for more than 70% share of Ad Volumes.
In Ad Space for F&B sector in Print, Ad Space of F&B sector in Print decreased by 10% in Y 2020 over Y 2019. Compare to the 1st quarter of 2020, Q4 witnessed 24% Ad Space growth. Due to Covid-19, the lowest Ad Volumes observed in 2nd quarter which includes the lockdown period.
In the Top 10 Categories and Advertisers of F&B in Print, Spices leads the list of Top 10 Categories. Also, the top 10 Advertisers accounted for more than 40% share of Ad Space in Y 2020 with GCMMF (Amul) leading the list.
In Newspaper: Publication Language and Genre for F&B sector in Print, Top 5 Publication Languages which are, Hindi, Marathi, Tamil, Kannada, English accounted 81% share of sector’s ad space. Whereas, General Interest publication genre added a 99% share of the sector’s ad volume.
Sales Promotion for the ‘F&B’ sector accounted for more than 10% of 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 Y 2020.
In Ad Volumes for F&B sector on Radio, Ad volume for F&B sector on Radio decreased by 8% in 2020 over Y 2019. Compared to the 1st quarter of Y 2020, Q4 witnessed 60% growth in ad volumes. Due to Covid-19, the lowest Ad Volumes observed in the 2nd quarter which includes the lockdown period.
In the Top 10 Categories and Advertisers of F&B for Radio Pan Masala ruled with more than 25% of the total ad volume share of the F&B sector. The top 10 advertisers accounted for 51% share of ad volume in Y 2020 with K P Pan Foods leading the list.
The Top 3 states which were Gujarat, Rajasthan, and Tamil Nadu occupied a 55% share of ad volumes for the F&B sector. Gujarat state was on top with 30% share of ad volumes followed by Uttar Pradesh with 15% share.
Advertising for the F&B sector was preferred in the Afternoon and Evening time-band on Radio. 68% share of the F&B ad volumes were in Afternoon and Evening time-bands in Y 2020.
In Ad Insertions for F&B sector on Digital, Ad insertions of F&B sector on Digital contracted by 42% in Y 2020 over Y 2019. Compared to 1st quarter of Y 2020, Q4 witnessed 2 times ad insertion growth for F&B sector. Due to Covid-19, lowest ad insertions observed in 2nd quarter which includes the lockdown period.
In the Top 10 Categories and Advertisers of F&B for Digital, Ice Cream/Frozen Desserts & Chocolates were top F&B sector with almost the same 13% of advertising share. Top 10 Advertisers accounted for more than 60% share of ad insertions in Y 2020 with Hindustan Unilever leading the list.
In the Transaction Methods of Digital Advertising in F&B sector, Programmatic ads topped with more than 65% share of transaction method for Digital advertising of F&B sector in Y 2020.
