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.