According to the TAM AdEx report on category advertising, the Ad volumes of the category Edible Oils on Television saw a growth of 66% during Jan-Aug ’21 compared to the same period in the previous year. Top 5 advertisers garnered more than 55% share of ad volumes with Adani Wilmar topping the list.
55+ exclusive brands were present in the category during Jan-Aug’21 over Jan-Aug’2020-40 seconds and <20 seconds ads together covered more than 95% share of ad volumes. Adani Wilmar had 15% of ad volumes, the highest among Edible Oils. More than 55% of ad volumes of the category were covered by the Top 5 Advertisers. The top 10 brands accounted for nearly 50% share of 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 during Jan-Aug’21 compared to Jan-Aug’20. 55+ exclusive brands appeared for 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 & Movies with 25% and 14% respectively.
Top 2 channel genres grabbed more than 70% of ad volume share for the Edible Oils category during Jan-Aug ’21. News Bulletin, the most preferred program genre to promote Edible Oil brands on Television. The Top 2 program genres i.e. News Bulletin and Feature Films together added more than 50% of the category ad volumes.
Advertisers of the Edible Oils category preferred <20 secs ad size on TV. The 20-40 seconds and <20 seconds ads together added more than 95% share of the category’s ad volumes during Jan-Aug’21.
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. Kaleesuwari Refinery topped among the advertisers of the Edible Oils category in Print with 22% of the ad space’s share. Top 5 advertisers accounted for more than 55% of category ad space during Jan-Aug’21. Freedom Refined Sunflower Oil was the top brand with an 11% share of ad space during Jan-Aug’21. Between Jan and Aug of this year, the Top 10 Brands grabbed around 40% of ad space.
In a Print medium, 165+ exclusive brands were seen during Jan-Aug’21. Sona Sikka Edible Oil was the top exclusive brand followed by Gold Winner Vita D. The 2 out of the Top 10 exclusive brands were from Kaleesuwari Refinery during Jan-Aug ’21. The Hindi language was on top with a 36% share of ad space. The Top 5 Publication languages together added 87% share of the category’s ad space. The General Interest publication genre had a 99.7% share of the category’s ad space in Jan-Aug’21.
South Zone topped for Edible Oils category advertising with 45% share during Jan-Aug’21 closely followed by North Zone. Bangalore & Chennai were Top 2 cities in overall India in terms of category advertising in Print. In the Edible Oils category, Sales Promotion had a 25% share of Ad Space in the Print medium. Among Sales Promotions, Add-on Promotion occupied 41% share of Ad Space followed by Combination Promotion with 19% share during Jan-Aug’21. Kaleesuwari Refinery topped with more than 50% of category share followed by Cargill India with 23% share during Jan-Aug’21.
Radio
Indexed growth in ad volumes for Edible Oils was 7% during Jan-Aug’21 compared to Jan-Aug’20. On Radio, Adani Wilmar topped among advertisers with 27% of the total Edible Oils’ ad volumes. The top 10 Advertisers accounted for an 85% share of category ad volumes on Radio. The top 10 Brands added 75% share of 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 in 2nd position. Gujarat state topped with 55% share of ad volumes followed by Rajasthan with 12% share. The top 3 states occupied 75% share of Category Edible Oil’s ad pie during Jan-Aug’21. Advertising for the Edible Oils category was preferred in the Afternoon and Evening time-band, combining more than 70% share ad volumes on Radio.
Digital
On the Digital medium, ad insertions decreased significantly by 32% during Jan-Aug’21 compared to the same period last year. Cargill India was on top with a 55% share of the category’s advertising. Top 10 advertisers added 95% share of category ad insertions on Digital. The top 10 Brands had an 87% share of 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% of Edible Oil’s 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% share respectively.
