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Virat Kohli leads among celebrity endorsing brands of ‘F&B’ sector on TV: TAM AdEx-Cross Media Advertising Report on Food and Beverages’ Apr-Aug’20

by Felicia Menezes
October 10, 2020
in Exclusive, Featured
3 min read
Regional Language channels had 60% Ad Volumes’ share in Overall Television advertising during Jul – Sep’20: TAM report
Share Share ShareShare

The TAM AdEx-Cross Media Advertising Report on Food and Beverages’ for period Apr-Aug’20. We focus on the Top TV Channel Genres and Program genres preferred by F&B Sector, Time band analysis for Sector on TV and Radio, Zone-wise advertising share of sector and Celebrity endorsement for F&B and other points too.

Top Channel Genres preferred by advertisers of F&B Sector on TV

Top 3 channel genres on TV together added 85% share of ad volumes share for F&B sector during Apr-Aug’20.

Top 10 Program Genres preferred by advertisers of F&B Sector on TV

Feature Films genre most preferred for promoting F&B brands on Television. The Top 2 program genres that are Feature Films and News Bulletin together added more than 50% share of ad volumes on TV.

Time band analysis for F&B advertising on TV

Prime Time was the most preferred time-band on TV followed by Afternoon and Morning time-bands. Prime Time, Afternoon & Morning time bands together added 72% share of ad volumes.

Celebrity endorsement for F&B on Television

Virat Kohli tops the chart of the Top 5 Celebrities followed by Kareena Kapoor Khan on the 2nd spot. Looking by celebrity Profession, ads endorsed by Film Actresses had 45% share of ad volumes followed by Film Actors with 34% share.

Preference of ad size by advertisers of F&B on TV

Advertisers of F&B sector preferred 20 – 40 seconds ad size on TV. 20-40 seconds and <20 seconds ads covered 74% and 22% share respectively during AprAug’20.

Newspaper: Publication Language and Genre for F&B Sector in Print

Top 5 Publication Languages added 83% share of ad space in Apr-Aug ’20. Nearly 63% of sector’s ads were on Hindi and English Publications during Apr-Aug’20.

General Interest publication genre almost added 99% share of sector’s ad volume.

Zone wise Advertising share of F&B Sector in Print

New Delhi & Kolkata, the Top cities in North and East Zone also topped at overall India level during Apr-Aug’20.

Top advertisers using Sales Promotion for F&B Sector in Print

Hindustan Unilever topped with 21% share of promotional ad volumes in F&B sector. While the Top 5 advertisers together added 68% share of Sales Promotion ad volumes during Apr-Aug’20 in Print.

State-wise share of F&B advertising on Radio

Top 3 states together had 61% share of ad volumes for the sector. Gujarat topped the states with 36% share of the sector’s ad volumes during Apr-Aug’20.

Time band analysis for F&B advertising on Radio

The preferred time for Advertising for F&B was in Afternoon and Evening time-band on Radio. While 68% share of the F&B ad volumes were in Afternoon and Evening time-bands during Apr-Aug ’20.

Transaction Methods of Digital Advertising in F&B Sector

Programmatic was the top transaction method for Digital advertising. Programmatic transaction method captured 51% share of F&B ad insertions on Digital.

Tags: Celebrity endorsement for F&BF&B Sector on TVTAM AdEx-Cross Media Advertising ReportTime band analysis for F&B advertisingTop TV Channel Genres and Program genresVirat Kohli

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