Top 10 advertisers accounted for 65% of ad volumes in Y 2020: TAM AdEx Report

According to the TAM AdEx report on F & B, Q4 witnessed 37 percent ad volume growth compared to Q1 of Y 2020 on television. Ad Volumes of the F & B sector on television grew by 6 percent in Y 2020 over Y 2019. Due to Covid-19, the lowest ad volumes were observed in Q2 which includes the lockdown period. The ad volumes took 2 months to recover and reach the pre-lockdown level. Meanwhile, during the festive period, ad volumes on television witnessed double-digit share.

Hindustan Unilever, Cadburys India, ITC, Amul, Nestle India, Britannia Industries, Pepsico, Coca Cola India, Perfetti Van Melle India, and Adani Wilmar were the top 10 advertisers on television, HUL leading with 26 percent share. Top 10 advertisers accounted for a 65 percent share of ad volumes in Y 2020. Horlicks, Boost, Brooke Bond Bru Instant, Horlicks Junior, Brooke Bond Red Label, Cadburys Bournvita, Kissan Mixed Fruit Jam, Amul Milk, Knorr Hot, and Sour Veg Soup, and Cadburys Dairy Milk Chocolate were the top 10 brands that accounted for more than 15per cent share of ad volumes in Y 2020.

The top 2 channel genres on TV that are GEC and Movies, together accounted for more than 55 percent share of ad volumes for the F & B sector during Y 2020. GEC channel genre (33 percent) topped the preference list of the F & B sector during Y 2020. Feature films are most preferred for promoting F & B brands on television. The top two program genres i.e. Feature Films and News Bulletin together added more than 45 percent to the total ad volume share of the F & B sector on TV.

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