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TAM AdEx-Cross Media Report-F&B

TAM AdEx-Cross Media Report-F&B gives an overview of the F&B Sector advertising for TV, Print, Radio & Digital during 2020.

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TAM AdEx-Cross Media Report-F&B

  1. 1. TAM AdEx Overview of Advertising by the sector: F&B Media: TV, Print, Radio & Digital Period: Y 2020
  2. 2. 2. 3. 4. 1. Q4 witnessed 37% Ad Volume growth compared to 1st quarter of Y 2020 Ad Volumes of F&B sector on Television grew by 6% in Y 2020 over Y 2019 Ad Space in Print witnessed double digit growth from Oct’20 onwards. Compared to 1st quarter of Y 2020, Q4 saw 24% increase in ad space for F&B sector. Categories Milk Beverages and Chocolates together contributed 27% to the ad volume share of F&B sector. GEC Channel Genre topped preference list of F&B players during Y 2020. Among 4 zones, North topped for F&B advertising with 40% share of ad space in Print during Y 2020. Sales Promotion for F&B sector accounted more than 10% share of ad space in Print. Period : Y 2020 Highlights – Part 1 Television Print
  3. 3. 7. 5. 6. Ad Volumes of F&B sector grew by 60% in the 4th quarter compared to 1st quarter of Y 2020. On Radio, Pan Masala category ruled with more than 25% of the total ad volume share for F&B sector. Compare to 1st quarter of Y 2020, Q4 witnessed 2 Times Ad Insertion growth on Digital for F&B sector. After lockdown Oct’20 had highest share of Ad Insertions followed by Nov’20. Gujarat state was on top with 30% share of Ad Volumes followed by Uttar Pradesh with 15% share. Advertising for F&B products was preferred in Afternoon and Evening time-band on Radio. Period : Y 2020 Highlights – Part 2 8. On Digital Medium, Ice Cream/Frozen Desserts & Chocolates were top F&B categories with almost same 13% of advertising share. Programmatic ads topped with more than 65% share of transaction method for Digital advertising of F&B sector in Y 2020. Radio Digital
  4. 4. TV 01
  5. 5. Ad Volumes for F&B sector on TV 100 106 Y 2019 Y 2020 Indexed Growth in Ad Volumes Index: Y 2019=100 100 76 116 137 Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20 Indexed Growth in Ad Volumes Quarterly Trends : Y 2020 Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2019-20  Ad Volumes of F&B sector on Television grew by 6% in Y 2020 over Y 2019.  Compared to 1st quarter of Y 2020, Q4 saw 37% increase in ad volumes on Television.  Due to Covid-19, lowest Ad Volumes observed in 2nd quarter which includes the lockdown period.
  6. 6. Monthly Ad Volume Trend of F&B sector on TV Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan’20-Dec’20  It took 2 months post Lockdown period for F&B sector’s ad volumes to recover and reach Pre-Lockdown level.  During festive period, Ad Volumes on Television witnessed double digit share. 7% 8% 9% 5% 6% 8% 9% 9% 9% 10% 10% 12% Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20 Lockdown Period Monthly Share of Ad Volumes
  7. 7. Top 10 Categories % Share Milk Beverages 17% Chocolates 10% Biscuits 8% Tea 7% Spices 5% Edible Oil 5% Aerated Soft Drink 5% Coffee 4% Pan Masala 3% Namkin 3% Top 10 Categories and Advertisers of F&B for TV Top 10 Advertisers % Share Hindustan Unilever 26% Cadburys India 10% ITC 7% GCMMF (Amul) 5% Nestle India 4% Britannia Industries 4% Pepsi Co 3% Coca Cola India 3% Perfetti Van Melle India 2% Adani Wilmar 2% Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020  Milk Beverages and Chocolates together contributed 27% to the ad volume of F&B sector.  Top 10 advertisers accounted 65% share of ad volumes in Y 2020 with Hindustan Unilever leading the list.
  8. 8. Top 10 Brands from F&B sector on TV Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020  Top 10 Brands accounted more than 15% share of ad volumes in Y 2020 with Horlicks topping the list. Top 10 Brands % Share Horlicks 4% Boost 2% Brooke Bond Bru Instant 2% Horlicks Junior 2% Brooke Bond Red Label 2% Cadburys Bournvita 2% Kissan Mixed Fruit Jam 1% Amul Milk 1% Knorr Hot & Sour Veg Soup 1% Cadburys Dairy Milk Chocolate 1%
  9. 9. Top Channel Genres preferred by advertisers of F&B sector on TV  Top 2 channel genres on TV together accounted more than 55% share of ad volumes for F&B sector during Y 2020.  GEC Channel Genre topped preference list of F&B sector during Y 2020. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020 Channel Genres % Share GEC 33% Movies 25% News 23% Music 11% Kids 7% Others (7) 2%
  10. 10. Top 10 Program Genres preferred by advertisers of F&B sector on TV Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020  Feature Films most preferred for promoting F&B brands on Television.  Top 2 program genres i.e. Feature Films and News Bulletin together added more than 45% to the total Ad Volume share of F&B sector on TV. Program Genres % Share Feature Films 31% News Bulletin 16% Drama/Soap 11% Film Songs 9% Cartoons/Animation 7% Music Shows/Songs 4% Film Based Magazines 3% Comedies 2% Religious/Devotional/Astrology 2% Mythological/Costume Dramas 2%
  11. 11. Time band analysis for F&B advertising on TV Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020  Prime Time was the most preferred time-band on TV followed by Afternoon and Morning time-bands.  Prime time, Afternoon & Morning time bands together accounted more than 70% share of Ad Volumes. 12% 17% 23% 11% 32% 5% 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
  12. 12. Preference of ad size by advertisers of F&B on TV 70% 26% 4% 0.3% 20-40 Sec < 20 Sec 40-60 Sec > 60 Sec  Advertisers of F&B sector preferred 20 - 40 secs ad size on TV  20-40 seconds and <20 seconds ads together covered more than 95% shares in Y 2020. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020
  13. 13. Print 02
  14. 14. Ad Space for F&B sector in Print 100 90 Y 2019 Y 2020 Indexed Growth in Ad Space Index: Y 2019=100 100 36 92 124 Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20 Indexed Growth in Ad Space Quarterly Trends : Y 2020 Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2019-20  Ad Space of F&B sector in Print decreased by 10% in Y 2020 over Y 2019.  Compare to 1st quarter of Y 2020, Q4 witnessed 24% Ad Space growth.  Due to Covid-19, lowest Ad Volumes observed in 2nd quarter which includes the lockdown period.
  15. 15. Monthly Ad Space Trend of F&B sector in Print Period : Jan’20-Dec’20  Print Ad Space recovered to Pre-Lockdown level just within 3 months of post Lockdown period.  Ad Space in Print witnessed double digit share with highest ad volumes in Nov’20. 10% 9% 10% 2% 3% 5% 7% 10% 9% 11% 13% 11% Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20 Lockdown Period Monthly Share of Ad Space Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads
  16. 16. Top 10 Categories and Advertisers of F&B in Print Top 10 Categories % Share Spices 14% Pan Masala 12% Range of Food Products 10% Milk Beverages 9% Tea 8% Edible Oil 8% Milk 7% Sweets/Other Milk Products 5% Biscuits 5% Frozen Foods 3% Top 10 Advertisers % Share GCMMF (Amul) 10% Hindustan Unilever 8% Munimjee & Sons 5% K P Pan Foods 4% Ashok & Company 3% Shubham Goldiee Masale 3% Kaleesuwari Refinery 2% Ban Labs Ltd 2% Adani Wilmar 2% Venkateshwara Hatcheries 2% Period : Y 2020  Spices leads the list of Top 10 Categories of F&B sector in Print.  Top 10 Advertisers accounted more than 40% share of Ad Space in Y 2020 with GCMMF (Amul) leading the list. Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads
  17. 17. Top 10 Brands from F&B sector in Print Period : Y 2020  Top 10 Brands accounted 21% share of ad space in Y 2020 with Horlicks leading the list. Top 10 Brands % Share Horlicks 4% Goldiee Spices 3% Pushp Masala 2% Vencobb Chicken 2% Boost 2% Kamla Pasand Pan Masala 2% Rajshri Pan Masala 2% MDH Masala Range 2% Amul Butter 1% Pushp Pani Poori Masala 1% Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads
  18. 18. Newspaper: Publication Language and Genre for F&B sector in Print Publication Genre % Share General Interest 99% Business/Finance/Economy 1% Focus on Advertising on General Interest Newspapers by advertisers Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2020  Top 5 Publication Languages accounted 81% share of sector’s ad space.  General Interest publication genre added 99% share of sector’s ad volume. Publication Language % Share Hindi 50% English 14% Tamil 6% Kannada 6% Marathi 5% Others 19%
  19. 19. Zone % Share North Zone 40% South Zone 24% West Zone 19% East Zone 17% Top 2 Cities - East Zone Kolkata Patna Top 2 Cities - West Zone Mumbai Ahmedabad Top 2 Cities - North Zone New Delhi Lucknow Zone wise Advertising share of F&B sector in Print Top 2 Cities - South Zone Bangalore Chennai Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2020  Among 4 zones, North topped for F&B sector advertising with 40% share in Print during Y 2020.  Kolkata & New Delhi were top 2 cities in overall India.
  20. 20. 84% 13% 3% Brand Promotion Sales Promotion Others 28% 23% 17% 14% 18% Add On Promotion Discount Promotion Volume Promotion Contest Promotion Others (2) Sales Promo Advertising Promotions of F&B sector in Print Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Y 2020  Sales Promotion for ‘F&B’ sector accounted more than 10% of Ad Space in Print medium.  Among Sales Promotions, Add On Promotion occupied 28% share of the pie followed by Discount Promotion with 23% share in Y 2020.
  21. 21. Radio 03
  22. 22. Ad Volumes for F&B sector on Radio 100 92 Y 2019 Y 2020 Indexed Growth in Ad Volumes Index: Y 2019=100 100 29 103 160 Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20 Indexed Growth in Ad Volumes Quarterly Trends : Y 2020 Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Y 2019-20  Ad volume for F&B sector on Radio decreased by 8% in Y 2020 over Y 2019.  Compared to 1st quarter of Y 2020, Q4 witnessed 60% growth in ad volumes.  Due to Covid-19, lowest Ad Volumes observed in 2nd quarter which includes the lockdown period.
  23. 23. Monthly Ad Volume Trend of F&B sector on Radio Period : Jan’20-Dec’20  Lowest ad volumes observed in Apr’20 and May’20 which was lockdown period.  Festive period boosted Ad Volumes for F&B sector during Oct-Dec’20. 8% 8% 9% 1% 2% 5% 7% 9% 10% 14% 15% 13% Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20 Lockdown Period Monthly Share of Ad Volumes Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads
  24. 24. Top 10 Categories and Advertisers of F&B for Radio Top 10 Categories % Share Pan Masala 26% Milk 11% Edible Oil 11% Spices 8% Sweets/Other Milk Products 7% Sugar 5% Range of Food Products 4% Tea 4% Branded Atta 4% Ghee 2% Top 10 Advertisers % Share K P Pan Foods 17% Mother Dairy Fruit & Veg 10% GCMMF (Amul) 7% Sri Renuka Sugars 4% N K Proteins 4% Shree Bhagwati Flour & Foods 2% K G Pan Products 2% Kitchen Xpress Overseas 2% Akshayakalpa Farms & Foods 2% Adani Wilmar 1% Period : Y 2020  On Radio, Pan Masala ruled with more than 25% of the total ad volume share of F&B sector.  Top 10 advertisers accounted 51% share of ad volume in Y 2020 with K P Pan Foods leading the list. Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads
  25. 25. Top 10 Brands from F&B sector on Radio Period : Y 2020  Among the Top 10 F&B brands, 3 brands belonged to Pan Masala category.  Top 10 Brands accounted 37% share of ad volumes in Y 2020 with Rajshri Pan Masala which is brand of K P Pan Foods advertiser heading the list. Top 10 Brands % Share Rajshri Pan Masala 9% Kamla Pasand Pan Masala 8% Amul Milk 5% Madhur Sugar 4% Mother Dairy Milk 3% Shudh Plus Pan Masala 2% Kitchen Xpress Spices 2% Gaay Chhap Besan 1% Tirupati Sunpride Sunflower Oil 1% Milk Magic Range Of Products 1% Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads
  26. 26. 30% 15% 10% 9% 9% 8% 8% 5% 4% 2% 1% Gujarat Uttar Pradesh Maharashtra West Bengal Rajasthan Delhi Madhya Pradesh Karnataka Tamil Nadu Andhra Pradesh Kerala State-wise share of F&B advertising on Radio Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Y 2020  The Top 3 states occupied 55% share of ad volumes for F&B sector.  Gujarat state was on top with 30% share of ad volumes followed by Uttar Pradesh with 15% share.
  27. 27. 29% 36% 32% 3% Time band analysis for F&B advertising on Radio Morning 6:00 to 10:59 Afternoon 11:00 to 16:59 Evening 17:00 to 21:59 Night 22:00 to 05:59 Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Y 2020  Advertising for F&B sector was preferred in Afternoon and Evening time-band on Radio.  68% share of the F&B ad volumes were in Afternoon and Evening time-bands in Y 2020.
  28. 28. Digital 04
  29. 29. Ad Insertions for F&B sector on Digital 100 58 Y 2019 Y 2020 Indexed Growth in Ad Insertions Index: Y 2019=100 100 80 136 202 Jan-Mar'20 Apr-Jun'20 Jul-Sep'20 Oct-Dec'20 Indexed Growth in Ad Insertions Quarterly Trends : Y 2020 Note: Figures are based on Insertions for Digital; Period : Y 2019-20  Ad insertions of F&B sector on Digital contracted by 42% in Y 2020 over Y 2019.  Compared to 1st quarter of Y 2020, Q4 witnessed 2 times ad insertion growth for F&B sector.  Due to Covid-19, lowest ad insertions observed in 2nd quarter which includes the lockdown period.
  30. 30. Monthly Ad Insertion Trend of F&B sector on Digital Period : Jan’20-Dec’20  Post lockdown, Oct’20 witnessed the highest ad insertions share followed by Nov’20. 4% 10% 5% 3% 7% 5% 7% 8% 11% 14% 12% 12% Jan'20 Feb'20 Mar'20 Apr'20 May'20 Jun'20 Jul'20 Aug'20 Sep'20 Oct'20 Nov'20 Dec'20 Lockdown Period Monthly Share of Ad Insertions Note: Figures are based on Insertions for Digital;
  31. 31. Top 10 Categories and Advertisers of F&B for Digital Top 10 Categories % Share Ice Cream/Frozen Desserts 13% Chocolates 13% Milk Beverages 9% Milk 8% Biscuits 6% Range of Food Products 5% Namkin 4% Energy Drink 4% Edible Oil 3% Branded Salts 3% Top 10 Advertisers % Share Hindustan Unilever 22% Cadburys India 9% Beejapuri Dairy 8% Guiltfree Industries 5% Perfetti Van Melle India 4% Nestle India 4% Monster Energy Company 3% ITC 3% Unibic India 3% Tata Chemicals 3% Period : Y 2020  On Digital Medium, Ice Cream/Frozen Desserts & Chocolates were top F&B sector with almost same 13% of advertising share.  Top 10 Advertisers accounted more than 60% share of ad insertions in Y 2020 with Hindustan Unilever leading the list. Note: Figures are based on Insertions for Digital;
  32. 32. Top 10 Brands from F&B sector on Digital Period : Y 2020  Top 10 Brands accounted 39% share of ad insertion in Y 2020 with Kwality Wall’s Cornetto leading the list with 12% of ad insertions of F&B sector on Digital Medium. Top 10 Brands % Share Kwality Wall’s Cornetto 12% Country Delight 7% Horlicks Protein Plus 4% Monster Energy Drink 3% Unibic Oatmeal Digestive Cookies 3% Tata Salt Lite 3% Too Yumm Karare Chilli Achari 2% Fortune Food Product Range 2% Too Yumm Karare Noodle Masala 2% Cadburys Dark Milk 2% Note: Figures are based on Insertions for Digital;
  33. 33. 69% 21% 4% 3% 3% Programmatic Ad Network Direct Programmatic/Ad Network Others (2) Programmatic was the top transaction method for Digital advertising Transaction Methods of Digital Advertising in F&B sector Period : Y 2020 Note: Figures are based on Insertions for Digital;  Programmatic ads topped with more than 65% share of transaction method for Digital advertising of F&B sector in Y 2020.
  34. 34. Website Link: www.tamindia.com For any queries write to: taminsights@tamindia.com

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