28% Indexed Growth In F&B's Ad Space: TAM

The Food and Beverage sector witnessed significant growth across media, including TV, Print, Radio, and Digital during the Jan-March’21 period as compared to the same period last year, according to TAM adex data. The ad volumes of F&B sector on television grew by 43% during Jan-Mar’21 compared to the same period in the previous year.

Similarly, indexed growth in ad space for the sector grew by 28%, while a significant growth of 61% was seen on Radio medium during the same period. A growth of 75% has been observed in ad insertions of F&B sector on Digital medium. 

In the TV sector, Milk Beverages and Biscuits together accounted for more than 26% of the ad volume share of the F&B sector, while the top ten advertisers accounted for more than 60% share of ad volumes during Jan-Mar’21 with Hindustan Unilever topping the list.

As per the report, there were 600 new brands observed during Jan-Mar’21 over Jan-Mar’20 and the top two news brands were from ITC advertisers during Jan-Mar’21.

On TV, GEC and Movies were the preferred genres for the sector to advertise. The top two-channel genres on TV together accounted for more than 55% of ad volume share for the F&B sector during Jan-Mar’21. And feature films are the most preferred program genre to promote F&B brands on Television.  The top two program genres, Feature Films and News Bulletin, together added more than 40% of the total ad volume share of the F&B sector on TV.

Whereas on print, the spices category leads the list of top 10 F&B sector.  GCMMF (Amul) was the top advertiser with an 11% share of the overall sector’s ad space during Jan-Mar’21 closely followed by Hindustan Unilever. However, the top ten advertisers accounted for more than 40% share of ad space. In a print medium, more than 1350 new brands were seen during Jan-Mar’21.  Pushp Quick Fry was the top new brand followed by Tea Valley Utsah.

Moreover, Hindi language was on top with a 49% share of ad space and the top five publication languages together added 80% share of the sector’s ad space.  The General Interest publication genre had a 99% share of the sector’s ad space. 

On the radio medium, Pan Masala/Zarda/Gutkha held 16% of the total ad volumes’ share of the F&B sector.  While the top ten advertisers added a 54% share of ad volumes during Jan-Mar’21 out of which Mother Dairy Fruit & Veg led the list. There were more than 250 new brands seen during Jan-Mar’21 over Jan-Mar’20 with Mother Dairy Milk topping the new brand list on Radio. 

On Digital medium, Chocolate category topped with a 16% share of the sector’s advertising.  The top ten Advertisers accounted for 63% share of ad insertions during Jan-Mar’21 with Cadburys India leading the list.