It took 2 months post Lockdown period for the F&B Sector Ad Volumes to recover and reach Pre-Lockdown
level, the TAM report indicates.
TAM AdEx-Cross Media Report-F&B gives an overview of the Food & Beverages Sector advertising for TV, Print, Radio & Digital during 2020. The report states that Categories Milk Beverages and Chocolates together contributed 27% to the Ad Volume share of the F&B sector on Television. GEC Channel Genre was found to have topped the preference list of F&B players during 2020.
Compared to the 1st quarter of 2020, Q4 saw a 24% increase in ad space for the F&B sector in Print. Among 4 zones, North topped for F&B advertising with a 40% share of ad space in Print during 2020. Sales Promotion for the F&B sector accounted for more than 10% share of ad space in Print.
Ad Volumes of F&B sector on Radio grew by 60% in the 4th quarter compared to 1st quarter of 2020. Pan Masala category ruled with more than 25% of the total ad volume share for the F&B sector. Gujarat state was on top with a 30% share of Ad Volumes on Radio followed by Uttar Pradesh with a 15% share. Advertising for F&B products was preferred in the Afternoon and Evening time-band on Radio.
Compare to the 1st quarter of 2020, Q4 witnessed 2 Times Ad Insertion growth on Digital for the F&B sector. After lockdown, Oct’20 had the highest share of Ad Insertions followed by Nov’20. On Digital Medium, Ice Cream/Frozen Desserts & Chocolates were top F&B categories with almost the same 13% of advertising share. Programmatic ads topped with more than 65% share of transaction method for Digital advertising of the F&B sector in 2020, the TAM report indicates.
You can access the entire report here: