TAM AdEx-Advertising Report on Food & Beverages lists the highlights of the F&B Sector on TV, Print, Radio and Digital for the April to August 2020 period. It focusses on the top categories and advertisers, along with TV channel genres, zone-wise advertising share of key categories and celebrity endorsements.

1. TAM AdEx Overview of
Advertising by the Sector:
Food & Beverages
(F&B)
Media:
TV, Print, Radio & Digital
Media: TV, Print, Radio and Digital
Period: TV & Print – Apr-Aug’20 || Radio & Digital – Apr - 29th Aug’20

2. 1
3
2
4
Ad Volume Growth^ New Brands
TV: Channel Genre & Time-band Radio & Print
Ad volumes for F&B on Radio surged by 4.6 times,
6.6 times and 8.7times in Jun’20, Jul’20 and Aug’20
respectively compared to Apr’20.
3.5 times growth in F&B sector advertising in Print
during Aug’20 compared to Apr’20.
Count of New Brands** in TV, Print and Radio:
TV: 220+ Brands
Print: 600+ Brands
Radio: 120+ Brands
Top 3 channel genres together added 85% share
of F&B ad volumes during Apr-Aug’20 on TV.
Prime Time was the preferred time-band for
F&B brands covering 32% of ad volumes on TV.
Gujarat captured 36% share of F&B ad volumes
during Apr-Aug’20 on Radio.
North Zone topped with 41% share of F&B’s
advertising in Print.
Period : Apr-Aug ’20* (TV, Print, Radio & Digital)Highlights – Part 1
^Ad Volume Growth Comparison Period: May-Aug’20* over Apr’20
**New Brands period: Jul-Aug’20* compared to Apr-Jun’20

3. Period : Apr-Aug ’20* (TV, Print, Radio & Digital)
5
7
6
8
Categories Advertisers
Celebrity Endorsement Digital Advertising
Edible Oil, Milk and Tea were common
categories under F&B sector across TV, Print
, Radio and Digital.
Hindustan Unilever was common across TV,
Print and Digital and GCMMF (Amul) was
common across TV, Print and Radio.
Virat Kohli spotted top position followed by
Kareena Kapoor.
Programmatic transaction method captured
51% share of F&B ad insertions on Digital.
Highlights – Part 2

4. 100
121
167
190 199
Index : Apr’20 = 100 Period: Apr - Aug ’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Volumes for TV
Period :Apr-Aug’20
Ad Volumes for F&B Sector on TV
A continuous Ad Volume growth for F&B sector observed since May’20
Insight:
 Ad Volumes for F&B on Television
grew by 67% in Jun’20 and by 90%
in Jul’20 compared to Apr’20.
99% ad volume growth of F&B
sector on TV during Aug’20 over
Apr’20
April’20 May’20 June’20 July’20 Aug’20

5. 100
160
459
659
876
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Volumes for Radio
Period :Apr-29th Aug’20
Ad Volumes for F&B Sector on Radio
On Radio, Ad Volumes for F&B saw a surge during Jun-Aug’20
Insight:
 Ad volumes for F&B on Radio
surged by 4.6 times, 6.6 times and
8.7times in Jun’20, Jul’20 and
Aug’20 respectively compared to
Apr’20.
Index : Apr’20 = 100 Period: Apr - Aug ’20
April’20 May’20 June’20 July’20
`
More than 8 times ad volume
growth in F&B on Radio during
Aug’20 over Apr’20
Aug’20
Comparison is for Avg. Ad
volumes/day

6. 100
153
223
283
353
April’20 May’20 June’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cms for Print
Period :Apr-Aug’20
Ad Volumes for F&B Sector in Print
Ad Volumes of F&B sector in Print witnessed a stable growth from May’20
onwards
Insight:
 Ad Volumes per publication in Print
grew by 2.2 and 2.8 times in
Jun’20 and Jul’20 respectively
compared to April’20.
Comparison is for Avg. Ad
volumes/publicationIndex : Apr’20 = 100 Period: Apr - Aug ’20
July’20
3.5 times growth in F&B sector
advertising in Print during Aug’20
compared to Apr’20
Aug’20

7. 100
237
183
234
265
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on ad insertions for Digital
Period :Apr-29th Aug’20
Ad Volumes for F&B Sector on Digital
Ad insertions for F&B sector on Digital spiked during May’20
Insight:
 Ad Insertions for F&B on Digital
grew by 2.3 times in Jul’20 and
2.7 times in Aug’20 compared to
Apr’20.
Index : Apr’20 = 100 Period: Apr – 29th Aug’20
April’20 May’20 June’20 July’20
During May’20 F&B ads surged on
Digital with a 2.4 times growth.
Aug’20
Comparison is for Avg. Ad
insertion/day

8. TV % Share Print % Share
Milk Beverages 21% Spices 15%
Tea 10% Milk Beverages 14%
Chocolates 8% Milk 11%
Spices 5% Range of Food Products 11%
Edible Oil 5% Edible Oil 8%
Biscuits 5% Tea 7%
Aerated Soft Drink 4% Sweets/Other Milk Products 7%
Coffee 4% Pan Masala 6%
Branded Atta 3% Frozen Foods 4%
Milk 3% Ghee 3%
Top 10 Categories of F&B for TV and Print
Radio and Digital follows
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV and Col*Cms for Print Period: Apr - Aug ’20
5 among Top 10 Categories were common between TV and Print accounting for more than 40% share of ad volumes on both

9. Top 10 Categories of F&B for Radio and Digital
 Edible Oil, Milk and Tea were common
across TV, Print , Radio and Digital.
Insight (across all 4 media):
 Top 10 categories added more than 80%
share in Print, Radio and Digital, 68% on TV.
Radio % Share Digital % Share
Pan Masala 25% Milk 20%
Edible Oil 12% Milk Beverages 16%
Spices 11% Biscuits 16%
Milk 10% Chocolates 11%
Sweets/Other Milk Products 8% Range of Food Products 5%
Branded Atta 6% Edible Oil 5%
Range of Food Products 5% Breakfast Cereals 4%
Tea 5% Frozen Foods 3%
Ice Cream/Frozen Desserts 3% Cheese/Cheese Spreads 3%
Instant Mix 3% Tea 2%
Top 10 categories on Radio and Digital added more than 80% of the total Ad volumes’ and
Ad Insertions’ share respectively
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio and Ad Insertions for Digital Radio & Digital Period: Apr -29th Aug ’20

10. TV % Share Print % Share
Hindustan Unilever 20% Hindustan Unilever 13%
Brooke Bond Lipton India 15% GCMMF (Amul) 13%
GCMMF (Amul) 8% Munimjee & Sons 7%
Cadburys India 8% Ban Labs 5%
ITC 6% Bl Agro Industries 3%
Nestle India 4% Shubham Goldiee Masale 3%
Pepsi Co 4% Venkateshwara Hatcheries 3%
Britannia Industries 2% Emami Agrotech 3%
Adani Wilmar 2% Tata Global Beverages 2%
Marico 2% Mahashiya Di Hatti 2%
Top 10 Advertisers of F&B for TV and Print
Radio and Digital follows
HUL and GCMMF (Amul) were common advertisers between TV and Print during Apr-Aug’20
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV and Col*Cms for Print Period: Apr - Aug ’20

11. Top 10 Advertisers of F&B for Radio and Digital
 Hindustan Unilever was common across
TV, Print and Digital and GCMMF (Amul)
was common across TV, Print and Radio.
Insight (across all 4 media):
 Top 10 advertisers added 71% share of ad
volumes on TV, 54% in Print, 55% on
Radio and 72% on Digital.
Radio % Share Digital % Share
K P Pan Foods 17% Beejapuri Dairy 19%
Mother Dairy Fruit & Veg 7% Hindustan Unilever 13%
N K Proteins 7% Unibic India 10%
GCMMF (Amul) 7% Cadburys India 9%
Shree Bhagwati Flour Mill 6% ITC 5%
Kitchen Xpress Overseas 3% ID Fresh Food India 4%
Akshayakalpa Farms & Foods 3% Britannia Industries 3%
Jayshri Gayatri Food Products 2% Brooke Bond Lipton India 3%
Pinkcity Mills 2% Kelloggs 3%
Wizard Fragrances 1% Suguna Foods 3%
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio and Ad Insertions for Digital Radio & Digital Period: Apr -29th Aug ’20

12. Source: AdEx India (A Division of TAM Media Research) TV & Print: Apr - Aug’20
Note: Figures are based on Col*Cms for Print and Secondages for TV & Radio Radio: Apr – 29th Aug’20
TV Radio Print
Thums Up Rajshri Pan Masala
Emami Healthy & Tasty Smart Balance Immunity
Boost
Knorr Soupy Noodles Kamla Pasand Pan Masala Tata Tea Premium
Parle Melody Amul Milk Cadburys Dairy Milk Chocolate
Sprite Mother Dairy Token Milk Horlicks Junior
Brooke Bond Taaza Masala Chaska Punch Mukhi Pan Masala Bahar Heritage Pan Masala
Top 5 New Brands^ from F&B Sector in each traditional mediums
220+ New Brands on TV 120+ New Brands on Radio 600+ New Brands in Print
^New Brand in month of Jul - Aug’20 compared to month of Apr-Jun’20.
Insight:  3 out of Top 5 new brands on Radio were from Pan Masala category.

13. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Apr - Aug ’20
Rank Channel Genres % Share
1 GEC 32%
2 Movies 27%
3 News 26%
4 Music 8%
5 Kids 5%
Others (7) 1%
GEC genres grabbed nearly 1/3rd of the F&B’s ad volume share
Insight:
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.

14. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Apr - Aug ’20
Rank Program Genres % Share
1 Feature Films 34%
2 News Bulletin 19%
3 Drama/Soap 9%
4 Film Songs 6%
5 Cartoons/Animation 6%
6 Music Shows/Songs 4%
7 Mythological/Costume Dramas 3%
8 Comedies 2%
9 Religious/Devotional/Astrology 2%
10 Film Based Magazines 2%
Feature Films genre most preferred for promoting F&B brands on Television
Insight:
Top 10 Program Genres preferred by advertisers of F&B Sector on TV
 Top 2 program genres i.e. Feature Films and
News Bulletin together added more than 50%
share of ad volumes on TV.

15. 12%
17%
22%
11%
32%
6%
Prime Time was the most preferred time-band on TV followed by Afternoon and Morning time-bands
Source: AdEx India (A Division of TAM Media Research) Period: Apr - Aug ’20
Note: Figures are based on Secondages for TV
Insight:  Prime Time, Afternoon & Morning time bands together
added 72% share of ad volumes.
Time band analysis for F&B advertising on TV
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

16. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Apr-Aug’20
Celebrity endorsement for F&B on Television
Insight:  Virat Kohli spotted on top position followed by Kareena
Kapoor.
 Looking by celebrity Profession, ads endorsed
by Film Actresses had 45% share of ad
volumes followed by Film Actors with 34%
share.
Top 5 Celebrities
Virat Kohli
Kareena Kapoor
Akshay Kumar
M S Dhoni
Amitabh Bachchan
Profession % Share
Film Actress 45%
Film Actor 34%
Sports Person 15%
TV Actress 4%
TV Actor 2%

17. Preference of ad size by advertisers of F&B on TV
22%
74%
3% 0.4%
< 20 Sec 20-40 Sec 40-60 Sec > 60 Sec
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for TV Period: Apr – Aug ’20
Advertisers of F&B sector preferred 20 - 40 secs ad size on TV
Insight:
 20-40 seconds and <20 seconds ads covered
74% and 22% share respectively during Apr-
Aug’20.

18. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Apr - Aug ’20
Newspaper: Publication Language and Genre for F&B Sector in Print
Insight:
 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.
Publication Language % Share
Hindi 53%
English 11%
Kannada 7%
Tamil 7%
Telugu 5%
Top 5 Publication Languages added 83% share of ad space in Apr-Aug ’20
Publication Genre % Share
General Interest 99%
Business/finance/economy 1%
Focus on Advertising on General Interest Newspapers by
advertisers

19. Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Apr - Aug ’20
North Zone topped with 41% share of F&B advertising in Print during Apr-Aug ’20
Zone % Share
North Zone 41%
South Zone 27%
East Zone 17%
West Zone 15%
Top 2 Cities - West Zone
Mumbai
Ahmedabad
Top 2 Cities - South Zone
Bangalore
Chennai
Top 2 Cities - North Zone
New Delhi
Lucknow
Zone wise Advertising share of F&B Sector in Print
Insight:
 New Delhi & Kolkata, the Top cities in North and
East Zone, were also topped at overall India level
during Apr-Aug’20.
Top 2 Cities - East Zone
Kolkata
Patna

20. Rank Top Sales Promotion’s Advertisers % Share
1 Hindustan Unilever 21%
2 BL Agro Industries 19%
3 Shubham Goldiee Masale 16%
4 Bikaji Foods International 6%
5 Kaleesuwari Refinery 6%
Hindustan Unilever topped with 21% share of promotional ad volumes in F&B
Sector
Insight:
Top advertisers using Sales Promotion for F&B Sector in Print
 Top 5 advertisers together added 68% share of
Sales Promotion ad volumes during Apr-Aug’20
in Print.
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Col*Cm for Print Period: Apr - Aug ’20

21. 36%
16%9%
8%
8%
7%
6%
5%
2% 1% 1%
Gujarat Uttar Pradesh Maharashtra Rajasthan
Madhya Pradesh Delhi Karnataka West Bengal
Tamil Nadu Andhra Pradesh Kerala
The Top 3 states together had 61% share of ad volumes for the Sector
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Apr – 29th Aug ’20
Insight:
 Gujarat topped the states with 36%
share of the sector’s ad volumes during
Apr-Aug’20.
State-wise share of F&B advertising on Radio

22. 29%
36%
32%
3%
Advertising for F&B was preferred in Afternoon and Evening time-band on Radio
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Secondages for Radio Period: Apr – 29th Aug ’20
Insight:
 68% share of the F&B ad volumes were in
Afternoon and Evening time-bands during
Apr-Aug ’20.
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

23. 51%
34%
7%
4% 4%
Programmatic Ad Network Direct Programmatic Direct Programmatic/Ad Network
Source: AdEx India (A Division of TAM Media Research)
Note: Figures are based on Ad Insertion in Digital Period: Apr – 29th Aug ’20
Programmatic was the top transaction method for Digital advertising
Insight:
 Programmatic transaction method
captured 51% share of F&B ad insertions
on Digital.
Transaction Methods of Digital Advertising in F&B Sector

24. Vinita ShahFor any queries write to: vinita.shah@tamindia.comWebsite Link: www.tamindia.com