Male Celebs Dominates F&B Ads in 2020
According to data released by media research firm, celebrity-led television commercials in the food and beverage category saw a 33 percent dip in volumes. The category saw steady growth in ads featuring celeb endorsers month on month within each quarter. During Q120, the volume of ads featuring an endorser grew in February and March by 15 percent and 87 percent respectively when compared with January. Similarly, in Q2, ad volumes grew 6 percent and 49 percent in May and June respectively as compared to April.
A marked reduction in volumes of advertisements featuring film actors led the dip. While female film actors dominated the category, the share of ads featuring them came down from 51 percent in Q1 to 47 percent. The share of female celebrity-led ads dipped from 52 percent in Q1 to 49 percent in the April-June quarter while male celebs saw share rise from 48 percent in the January-March quarter to 51 percent in Q2.
Male film actors saw the share of volumes dip from 35 percent in Q1 to 29 percent in Q2. Sportspersons saw a significant increase in share from 12 percent in Q1 to 22 percent in Q2. This was led by increased volumes of ads featuring Virat Kohli, and MS Dhoni. Female television actors saw their share by volume go up marginally from 1 percent to 2 percent, while their male counterparts saw dip in volumes from 0.3 percent to 0.1 percent. The overall share of celebrity-led ads by gender saw a shift in skew with male endorsers dominating in the second quarter of the current calendar.
The charts by share of TV ad volume in the F&B in Q2 with 11 percent by Kohli, followed closely by Dhoni (9 percent). Shraddha Kapoor came in at number 3 with a share of 8 percent, while Tapsee Pannu took the 4th spot with 7 percent share. Salman Khan ranked number 5 with a share of 5 percent. The remaining 58 celebrities featuring in TV ads in the F&B category accounted for 59 percent of ad volumes.
Milk beverages were the top category for most endorsement by celebrity among all the categories of F&B during Q2 followed by edible oils, tea, aerated drinks, and noodles/pasta in that order. Chocolates, which was the number 1 sub-category in Q1 slipped to number 7 in Q2.