Indiantelevision.com presents AdEx India Analysis
 

'Food and Beverages' category's advertising initiatives on TV in 2005

(25 April, 2006)
 

Key Findings:

  • TV advertising in the F&B category grew by 43% in 2005 over 2004
  • Top category, 'Aerated Soft Drinks' formed 14% of F&B TV advertising in 2005
  • The growth of 'Instant Mix' advertising was nearly 4 times in 2005 than in 2004
  • Just 20% of F&B advertising on Regional channels in 2005
  • 'Pepsi Co' was the highest F&B spender in 2005 with 9% share
  • The Average Ad Duration witnessed a growth of 2% from 18.9 secs in 2004 to 19.2 secs in 2005

Switch on the TV or turn a page of any Magazine or Newspaper and chances are that you will find a Food & Beverage (F&B) ad staring right back at you. F&B advertising is here to stay and the advertisers are making sure they get noticed. This week, AdEx India brings you an analysis on the F&B category which formed 30% of FMCG TV advertising in 2005.

1. The growth of F&B TV advertising from the year 2003-05

 
 
  • 2004 experienced a growth of 4% over the year 2003, while the growth in 2005 soared to 43% compared to the previous year

2. The Top 10 F&B sub-categories and their share of advertising on TV in 2005

 
 
  • 14% of F&B advertising were of 'Aerated Soft Drinks' sub-category
  • 'Biscuits' was close to first place with 13% share of F&B advertising on TV

3. The Top 5 categories of 2005 that registered the highest growth over 2004
 
 
  • In 2005 'Instant Mix' grew by nearly 4 times over 2004
  • The growth of 'Cereals & Pulses' in 2005 was almost 3 times over 2004

4. Zonal Share of F&B advertising on TV in the year 2005
 
  • Nearly 80% of F&B advertising on National TV channels.
  • Southern Channels followed by 12% share of F&B advertising.

5. Top F&B TV Advertiser's chart for the year 2005

 
 
  • 'Pepsi Co.' was clearly the leader in the top advertiser's chart with a share of 9%
  • 'Brooke Bond Lipton' followed with a share of 6% in F&B advertising on TV

6. Drift of Average Ad duration of F&B advertisements across the years 2003 - Q1 2006
 
 
  • 2005 recorded average ad duration of 19.2 secs, while 2006 began with avg. ad duration of 19.3 secs in the 1st Quarter.

We shall be coming out with similar analyses on other categories in the coming days.
 
(Analysis from AdEx India - A Division of TAM Media Research)
 
 
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