F&B ad volumes grew by 28% in Print for Jan-Mar 2021: TAM

TAM Food and Beverage trends report 2021

TAM AdEx cross-media report highlights how the advertising fared in the Food and Beverages category on TV, Print, Radio, and Digital for the months of Jan-Mar 2021 as compared to the same period in the previous year.

According to the latest TAM AdEx cross-media report, F&B Ad volumes grew by 43%, 28% in Print, 61% on Radio, and 75% of ad insertions on digital for the period of Jan-Mar 2021 over the same period in the previous year.

Amongst the top categories on Television, Milk Beverages and Biscuits together accounted for more than 26% of the ad volume share of the F&B sector. For the top 10 advertisers, Hindustan Unilever topped the list. Further, GEC and movies accounted for more than 55% of ad volumes share for F&B sector from the list of top channel genres for the medium.

In Print, spices topped the list of top categories for F&B ads on the medium. Further, GCMMF (Amul) was the top advertiser with an 11% share of the overall sector’s ad space during Jan-Mar 2021 closely followed by Hindustan Unilever. Among the four zones, North Zone topped for F&B advertising with 37% share in Print during the same period.

Also read: BFSI ad volumes on Radio grew by 27% in Jan-April 2021: TAM

On Radio, Pan Masala/Zarda/Gutkha had 16% of the total ad volumes’ share of the F&B sector. The top 10 advertisers for the medium added a 54% share of ad volumes from which Mother Dairy Fruit & Veg was seen to be leading the list.. There were more than 250 new brands observed during Jan-Mar’21 over Jan-Mar 2021. As per the report, the advertising for the F&B sector was preferred in the afternoon and evening time-band on the medium.

For the digital medium, the chocolate category was on top with a 16% share of the sector’s advertising. The top 10 advertisers accounted for 63% share of ad insertions with Cadburys India leading the list.

You can access the complete report here:



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Media Samosa is an online publication reporting trends, insights and breaking stories on various verticals of media marketing.


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