In 2020, the food and beverage (F&B) sector saw significant advertising growth, particularly in Q4, with television and digital ads growing by 6% and 60%, respectively, compared to Q1. The north zone dominated print advertising with a 40% share, while the pan masala category led radio advertising, capturing over 25% of total ad volume. Key advertisers included Hindustan Unilever and GCMMF (Amul), contributing significantly to the overall ad volumes across various media.

1. TAM AdEx Overview of
Advertising by the sector:
F&B
Media:
TV, Print, Radio & Digital
Period:
Y 2020

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. 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. TV
01

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. 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. 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. 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. 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. 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. 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. 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. Print
02

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. 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. 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. 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. 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. 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. 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. Radio
03

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. 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. 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. 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. 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. 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. Digital
04

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. 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. 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. 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. 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.

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