TAM Ad-Ex Cross-Media Report 2021 - Food & Beverages

2.
3.
4.
1.
Ad Volumes of F&B sector on Television grew
by 43% during Jan-Mar’21 compared to same
period in previous year
Milk Beverages and Biscuits together
contributed 26% to the ad volume share of
F&B sector
Spices leads the list of Top 10 categories of F&B
sector
GCMMF (Amul) was the top advertiser with 11%
share of overall ad space during Jan-Mar’21
Top 10 advertisers accounted more than 60%
share of ad volumes during Jan-Mar’21 from
which Hindustan Unilever topped the list
GEC genre topped the list of F&B sector’s channel
genres during Jan-Mar’21
Hindi language was on top with 49% share of ad
space and top 5 publication languages together
added 83% share of sector’s ad space
Among the Sales Promotion’s advertisers,
Kaleesuwari Refinery topped with 17% share of ad
space
Period : Jan-Mar’20-21
Highlights – Part 1
Television Print

7.
5.
6.
A significant growth seen on Radio medium during
Jan-Mar’21 compared to Jan-Mar’20
Top 10 Advertisers added 54% share of ad volumes
during Jan-Mar’21 from which Mother Dairy Fruit &
Veg was leading the list
75% growth observed in ad insertions of F&B sector
on Digital medium during Jan-Mar’21 compared to
Jan-Mar’20
On Digital medium, Chocolates category was on top
with 16% share of sector’s advertising
Gujarat state was on top with 31% share of ad
volumes followed by Uttar Pradesh with 14% share
Advertising for F&B sector was preferred in
Afternoon and Evening time-band on Radio
Highlights – Part 2
8.
Top 10 Advertisers accounted 63% share of ad
insertions during Jan-Mar’21 with Cadburys India
leading the list
Programmatic topped with 77% share of F&B sector’s
ad insertions for Digital advertising during Jan-Mar’21
Radio Digital

Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Mar’20-21
TV
01

Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-Mar’20-21
Ad Volumes’ Trend for Sector F&B on TV
100
143
Jan-Mar'20 Jan-Mar'21
Indexed Growth in Ad Volumes
Index: Jan-Mar’20=100
 Ad Volumes of F&B sector on Television grew by 43% during Jan-Mar’21 compared to same period
in previous year.

Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Top 10 Categories and Advertisers of F&B sector on TV
 Milk Beverages and Biscuits together accounted more than 26% to the ad volume share of F&B
sector.
 Top 10 advertisers accounted more than 60% share of ad volumes during Jan-Mar’21 with
Hindustan Unilever topping the list.
Top 10 Categories % Share
Milk Beverages 16%
Biscuits 10%
Chocolates 9%
Tea 7%
Soft Drink Aerated 6%
Spices 5%
Edible Oil 4%
Coffee 3%
Pan Masala /Zarda /Gutkha 3%
Soft Drink Non Aerated 2%
Top 10 Advertisers % Share
Hindustan Unilever 14%
Brooke Bond Lipton India 10%
Cadburys India 9%
ITC 7%
Britannia Industries 5%
Pepsi Co 5%
Coca Cola India 5%
GCMMF (Amul) 4%
Nestle India 3%
Perfetti Van Melle India 2%
Period : Jan-Mar’21

Top 10 New Brands of F&B on TV
 There were 600 new brands observed during Jan-Mar’21 over Jan-Mar’20.
 Top 2 news brands were from ITC advertisers during Jan-Mar’21.
Top 10 New Brands
Sunfeast Yippee Saucy Masala
Sunfeast Moms Magic
Kinley Mineral Water
Nestle Lactogrow
Brit Treat Jimjam
Lays Herby Crush/Cheesy Love
Sunfeast Dark Fantasy Choco Nut Fills
Saffola Honey
Parle Mazelo
Kissan Peanut Butter

Preferred Channel Genres by F&B sector’s advertisers on TV
 Top 2 channel genres on TV together i.e. GEC and Movies accounted more than 55% of ad volumes
share for F&B sector during Jan-Mar’21.
 GEC genre topped the list of F&B sector’s channel genres during Jan-Mar’21.
Channel Genres % Share
GEC 36%
Movies 24%
News 19%
Music 14%
Kids 6%
Others (7) 2%

Preferred Program Genres by F&B sector’s advertisers on TV
 Feature Films most preferred program genre to promote F&B brands on Television.
 Top 2 program genres i.e. Feature Films and News Bulletin together added more than 40% of the
total ad volume share of F&B sector on TV.
Program Genres % Share
Feature Films 29%
News Bulletin 14%
Drama/Soap 12%
Film Songs 12%
Cartoons/Animation 6%
Music Shows/Songs 5%
Film Based Magazines 3%
Comedies 2%
Religious/Devotional/Astrology 2%
Interviews/Portraits/Discussion 2%

Time band analysis for F&B advertising on TV
 Prime Time was the most preferred time-band on TV followed by Afternoon time-band.
 Prime Time, Afternoon & Morning time bands together accounted more than 70% share of ad
volumes.
12%
17%
24%
11%
31%
6%
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59

23%
72%
4% 0.1%
< 20 Sec 20-40 Sec 40-60 Sec > 60 Sec
Preference of ad size by advertisers of F&B sector on TV
 Advertisers of F&B sector preferred 20 - 40 secs ad size on TV.
 20-60 seconds and <20 seconds ads together covered 95% share of Ad Volumes during Jan-Mar’21.

02
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads
Print

Ad Space for F&B Sector in Print
100
128
 Indexed growth in ad space for F&B grew by 28% during Jan-Mar’21 compared to Jan-Mar’20.

Top 10 Categories and Advertisers of F&B Sector in Print
 Spices category leads the list of Top 10 F&B sector.
 GCMMF (Amul) was the top advertiser with 11% share of overall sector’s ad space during Jan-
Mar’21 closely followed by Hindustan Unilever.
 Top 10 advertisers accounted more than 40% share of ad space.
Spices 15%
Food Products Range 10%
Biscuits 9%
Edible Oil 9%
Tea 7%
Milk 6%
Milk Beverages 6%
Sauce/Ketchup 3%
Butter/Margarine 3%
GCMMF (Amul) 11%
Munimjee & Sons 4%
K P Pan Foods 4%
Shubham Goldiee Masale 4%
Kaleesuwari Refinery 4%
Veeba Food Services 3%
DJ Sons Consumer Goods 3%
ITC 3%
Mother Dairy Fruit & Veg 2%

Top 10 New Brands of F&B in Print
 In Print medium, more than 1350 new brands seen during Jan-Mar’21.
 Pushp Quick Fry was the top new brand followed by Tea Valley Utsah.
Top 10 New Brands
Pushp Quick Fry
Tea Valley Utsah
Veeba Sauce
Veeba Peanut Butter Range
Sobisco Biscuits
Tea Valley Royal
Zandu Pure Honey
California Almonds
Aashirvaad Salt
Sona Sikka Edible Oil
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-Mar’21

Newspaper: Publication Language & Genre for F&B Sector in Print
 Hindi language was on top with 49% share of ad space and top 5 Publication languages together
added 80% share of sector’s ad space.
 General Interest publication genre had 99% share of sector’s ad space.
Publication Language % Share
Hindi 49%
English 17%
Marathi 6%
Gujarati 5%
Tamil 5%
Others(8) 17%
Publication Genre % Share
General Interest 99%
Business/Finance/Economy 1%
Focus on Advertising on General Interest Newspapers by
advertisers

Zone wise Advertising share of F&B Sector in Print
 Among 4 zones, North Zone topped for F&B advertising with 37% share in Print during Jan-Mar’21.
 Kolkata & New Delhi were Top 2 cities in overall India for the sector advertising in Print.
Zone % Share
North Zone 37%
South Zone 22%
West Zone 22%
East Zone 19%
Top 2 Cities - East Zone
Kolkata
Patna
Top 2 Cities - South Zone
Bangalore
Chennai
Top 2 Cities - North Zone
New Delhi
Lucknow
Top 2 Cities - West Zone
Mumbai
Pune

Advertising Promotions of F&B Sector in Print
 In F&B sector, Sales Promotion accounted 18% share of ad space in Print medium.
 Among Sales Promotions, Add On Promotion occupied 44% share of ad space followed by
Multiplet Promotion with 16% share during Jan-Mar’21.
81%
18%
2%
Brand Promotion Sales Promotion Others
44%
16%
14%
10%
10%
5%
Add On Promotion Multiple Promotion
Contest Promotion Volume Promotion
Discount Promotion Combination Promotion
Sales Promo

Top Advertisers of Sales Promotion for F&B Sector in Print
 Among the Sales Promotion’s advertisers, Kaleesuwari Refinery topped with 17% share of ad
space followed by DJ Sons Consumer Goods during Jan-Mar’21.
Top 10 Advertisers of Sales Promotion % Share
Kaleesuwari Refinery 17%
DJ Sons Consumer Goods 16%
Ashok Sales Co 6%
Adani Wilmar 4%
Gujarat Tea Processors 3%
Shree Guruji Products 3%
GCMMF (Amul) 3%
Anmol Biscuit 2%
Sona Biscuits 2%

03
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads
Radio

Ad Volumes’ Trend for F&B Sector on Radio
100
161
Index: Jan-Mar’20*=100
 A significant growth seen on Radio medium during Jan-Mar’21 compared to Jan-Mar’20.
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-Mar’20-21

Top 10 Categories and Advertisers of F&B for Radio
 On Radio, Pan Masala/Zarda/Gutkha had 16% of the total ad volumes’ share of F&B sector.
 Top 10 Advertisers added 54% share of ad volumes during Jan-Mar’21 from which Mother Dairy
Fruit & Veg was leading the list.
Milk 14%
Edible Oil 12%
Spices 12%
Sweets/Other Milk Products 6%
Branded Atta 5%
Tea 4%
Sugar 4%
Cereals/Pulses 3%
Mother Dairy Fruit & Veg 18%
GCMMF (Amul) 9%
K P Pan Foods 6%
Adani Wilmar 5%
Vishnu Packaging 4%
Sri Renuka Sugars 4%
Sanwaria Sweets 3%
N K Proteins 2%
Rentio Foods 2%
J P Foods 2%

Top 10 New Brands of F&B on Radio
 There were more than 250 new brands observed during Jan-Mar’21 over Jan-Mar’20.
 Mother Dairy Milk was the top new brand on Radio medium.
Top 10 New Brands
Mother Dairy Milk
Tan-Sukh Atta Range
Wonder Masala
Dhara Range
Fortune Rice Bran Health
Amul Butter
Amul Butter Cookies
Kinley Mineral Water
Khushi Garlic Magic
Tirupati Cotton Seed Oil
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-Mar’21

State-wise share of F&B advertising on Radio
 The Top 3 states occupied more than half of ad pie for the F&B sector.
 Gujarat state was on top with 31% share of ad volumes followed by Uttar Pradesh with 14% share.
31%
14%
11%
10%
10%
9%
7%
3%
3% 2% 1%
Gujarat Uttar Pradesh Delhi Maharashtra
Rajasthan Madhya Pradesh West Bengal Karnataka
Tamil Nadu Andhra Pradesh Kerala
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-Mar’21

Time band analysis for F&B advertising on Radio
 Advertising for F&B sector was preferred in Afternoon and Evening time-band on Radio.
28%
36%
33%
2%
Morning
6:00 to 10:59
Afternoon
11:00 to 16:59
Evening
17:00 to 21:59
Night
22:00 to 05:59

04
Note: Figures are based on Insertions for Digital Period : Jan-Mar’20-21
Digital

Ad Insertions’ Trend for F&B Sector on Digital
100
175
 75% growth observed in ad insertions of F&B sector on Digital medium during Jan-Mar’21
compared to Jan-Mar’20.
Note: Figures are based on Insertions for Digital Period : Jan-Mar’20-21

Top 10 Categories and Advertisers of F&B for Digital
 On Digital medium, Chocolates category was on top with 16% share of sector’s advertising.
 Top 10 Advertisers accounted 63% share of ad insertions during Jan-Mar’21 with Cadburys India
leading the list.
Chocolates 16%
Instant Mix 11%
Biscuits 9%
Milk Beverages 8%
Breakfast Cereals 7%
Milk 4%
Ice Cream/Frozen Desserts 4%
Spices 4%
Cadburys India 14%
General Mills India 9%
Kelloggs 7%
S P Industries 5%
Ferrero India 4%
Brooke Bond Lipton India 3%
Abbott Health Care 2%
Nestle India 2%
Note: Figures are based on Insertions for Digital Period : Jan-Mar’21

Transaction Methods of Digital Advertising in F&B Sector
 Programmatic topped with 77% share of F&B sector’s ad insertions for Digital advertising during
Jan-Mar’21 followed by Ad Network method on 2nd place.
Note: Figures are based on Insertions for Digital
77%
15%
4%
2% 2%
Programmatic Ad Network Programmatic/Ad Network
Programmatic Direct Others (2)

For any queries write to: taminsights@tamindia.com
Website Link: www.tamindia.com

TAM Ad-Ex Cross-Media Report 2021 - Food & Beverages

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TAM Ad-Ex Cross-Media Report 2021 - Food & Beverages