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

1. A TAM AdEx Overview
Advertising by
Ecom-Food/Grocery
Media:
TV, Print, Radio & Digital
Period:
Jan-May’21

2. 3.
4.
Television Print
Highlights
2.
1.
Ad Volumes for Ecom-Food/Grocery category grew
by 45% in Jan-May'21 over the same period in year
2020.
Top 10 advertisers garnered almost 100% share of
ad volumes with Flipkart.Com topping the list.
10+ new brands registered in the category during
Jan-May'21 over Jan-May'20.
<20 seconds and 20-40 seconds ads together
covered almost 100% share of ad volumes.
In Print medium, ad space of Ecom-Food/Grocery
category grew sharply by 2.5 times during Jan-
May’21 over Jan-May’20.
Top 10 advertisers and brands added 93% and 92%
shares respectively.
70+ new brands seen in the category during Jan-
May'21 compared to Jan-May’20.
During Jan-May'21, English publication language
topped with 57% share of ad space followed by
Hindi with 13% share.

3. 5.
6.
Highlights (Continued)
Radio Digital
7.
On Digital medium, ad insertions for the category
increased significantly by 2.5 times during Jan-
May'21 compared to Jan-May’20.
Meat And Spice and Meatigo.Com were the top
advertiser and brand respectively.
8.
Top 10 Advertisers and Brands had same share of
category ad insertions; i.e. 78%.
Ad Network transaction method topped with 78%
share of Ecom-Food/Grocery’ ad insertions.
On Radio medium, 76% growth in ad volumes for
Ecom-Food/Grocery was observed in Jan-May’21.
Jiomart.Com was the top brand with 28% share of
ad volumes followed by Zomato.Com with 13%
share.
25+ new brands observed during Jan-May'21 over
Jan-May’20.
During Jan-May'21, Delhi state was on top with 23%
share of ad volumes followed by Maharashtra with
21% share.

4. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
TV
01

5. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Jan-May‘21 compared to Jan-May’20
Ad Volumes’ Trend for Ecom-Food/Grocery on TV
100
145
Jan-May'20 Jan-May'21
Indexed Growth in Ad Volumes
Index: Jan-May‘20=100
 Ad volumes of Ecom-Food/Grocery category on Television rose by 45% during Jan-May'21
compared to Jan-May’20.

6. Note: Figures are based on Secondages for TV; Caommercial ads only; excluding promos and social ads
Top 10 Advertisers and Brands of Ecom-Food/Grocery on TV
 Top 10 advertisers nearly accounted for 100% share of category ad volumes during Jan-May'21 with
Flipkart.com leading the list.
 Flipkart Grocery and Licious were Top 2 brands during Jan-May'21 with 22% share of ad volumes
each. Top 5 brands had more than 85% share of ad volumes.
Top 10 Advertisers % Share
Flipkart.Com 22%
Delightful Gourmet 22%
Rebel Foods 17%
Grofers India 16%
Zomato 14%
Reliance Retail 8%
Bundl Technologies 1%
Yottolabs 0.2%
Nutnutties.Com 0.1%
Anamica Business Solutions 0.1%
Period : Jan-May'21
Top 10 Brands % Share
Flipkart Grocery 22%
Licious 22%
Grofers 16%
Behrouzbiryani.Com 15%
Zomato.Com 14%
Jiomart.Com 8%
Faasos 2%
Swiggy 1%
Swiggy Genie 0.2%
Yotto.In 0.2%

7. Top 10 New Brands of Ecom-Food/Grocery on TV
 Jiomart.com was the top new brand followed by Faasos during Jan-May'21 compared to
Jan-May’20.
 More than 10 new brands appeared for Ecom-Food/Grocery category during Jan-May'21.
Top 10 New Brands
Jiomart.Com
Faasos
Swiggy Genie
Yotto.In
Nutnutties.Com
Formeat
Nuts Arabia
Flyer Eats
Redbun
Bready Foodie
Period : Jan-May'21 compared to Jan-May'20
Note: Figures are based on Secondages for TV; Caommercial ads only; excluding promos and social ads

8. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Most Preferred Channel Genres on TV
 Movies genre alone had 27% of the category’s ad volumes followed by GEC on 2nd position.
 Top 3 channel genres grabbed 72% of ad volumes for Ecom-Food/Grocery category during Jan-
May'21.
Channel Genres % Share
Movies 27%
GEC 24%
News 21%
Music 11%
Infotainment 5%
Others (4) 12%
Period : Jan-May'21

9. Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Most Preferred Program Genres on TV
 Feature Films the most preferred program genre to promote Ecom-Food/Grocery on Television.
 Top 3 program genres i.e. Feature Films , News Bulletin and Film Songs together added more than
50% of category ad volumes.
Program Genres % Share
Feature Films 28%
News Bulletin 15%
Film Songs 11%
Drama/Soap 10%
Cricket 4%
Reviews/Reports 4%
Channel Presentation/Promotion 3%
Cartoons/Animation 3%
Film Based Magazines 3%
Nature/Wild Life/Environment 3%
Period : Jan-May'21

10. 9%
13%
24%
11%
37%
5%
Early Morning
6:00 to 08:59
Morning
09:00 to 11:59
Afternoon
12:00 to 15:59
Evening
16:00 to 17:59
Prime Time
18:00 to 22:59
Night
23:00 to 05:59
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Time Band analysis for Ecom-Food/Grocery advertising on TV
 On TV, Prime Time was the most preferred time-band, followed by Afternoon.
 Prime Time, Afternoon, and Morning time bands together added more than 70% share of ad
volumes.
Period : Jan-May'21

11. 56%
44%
0.5%
< 20 Sec 20-40 Sec 40-60 Sec
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Preference of ad size by advertisers of Ecom-Food/Grocery on TV
 Advertisers of Ecom-Food/Grocery category preferred <20 secs ad size on TV.
 <20 seconds and 20-40 seconds ad size together added 100% share of category ad volumes during
Jan-May'21.
Period : Jan-May'21

12. Print
02
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads

13. Ad Space’s Trend for Ecom-Food/Grocery in Print
100
253
Jan-May'20 Jan-May'21
Indexed Growth in Ad Space
Index: Jan-May‘20=100
 In Print medium, ad space of Ecom-Food/Grocery category grew sharply by 2.5 times during Jan-
May’21 over Jan-May’20.
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-May‘21 compared to Jan-May’20

14. Top 10 Advertisers and Brands of Ecom-Food/Grocery in Print
 Reliance Retail and Grofers India were Top 2 advertisers of Ecom-Food/Grocery category which
together contributed almost 50% share of ad space in Jan-May'21.
 Jiomart.Com was the top brand with 28% share of ad space followed by Grofers with 21% share.
 Top 10 advertisers and brands added 93% and 92% shares respectively.
Top 10 Advertisers % Share
Reliance Retail 28%
Grofers India 21%
Super Market Grocery Supplies 21%
Freshtohome Foods 11%
Supr Infotech Solutions 3%
GFM Retail 3%
Zomato 2%
Times Internet/Multiple Advertiser 2%
Sky Gate Hospitality 1%
Bundl Technologies 1%
Top 10 Brands % Share
Jiomart.Com 28%
Grofers 21%
Bigbasket.Com 21%
Freshtohome.Com 11%
Suprdaily App 3%
Tendercuts.In 3%
Ppb Great Indian Restaurant Festival 2%
Biryanibykilo.Com 1%
Zomato.Com 1%
Mad Mangoes 1%
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-May'21

15. Top 10 New Brands of Ecom-Food/Grocery in Print
 More than 70 new brands seen during Jan-May'21 compared to Jan-May’20.
 Jiomart.Com was the top new brand followed by Tendercuts.In.
Top 10 New Brands
Jiomart.Com
Tendercuts.In
Mad Mangoes
Ghee And Turmeric (Zamato)
Swiggy Instamart
Sahyadri Farms App
Daily Nutree
Swiggy Health Hub
Freshfins
Railrestro
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-May'21 compared to Jan-May'20

16. Newspaper: Publication Language & Genre in Print
 During Jan-May'21, English language topped with 57% share of Ecom-Food/Grocery’ ad space
followed by Hindi with 13% share.
 Top 5 Publication languages together added 88% share of category ad space.
 General Interest publication genre had with 96% share of ad space.
Publication Language % Share
English 57%
Hindi 13%
Marathi 7%
Telugu 7%
Gujarati 4%
Others (7) 12%
Publication Genre % Share
General Interest 96%
Business/Finance/Economy 4%
Focus on Advertising on General Interest Newspapers by
advertisers
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-May'21

17. Zone wise Advertising share of Ecom-Food/Grocery in Print
 South Zone topped with 39% share of ad space during Jan-May'21 closely followed by West Zone.
 Bangalore & Hyderabad were Top 2 cities in overall India for Print Advertising.
Zone % Share
South Zone 39%
West Zone 28%
North Zone 24%
East Zone 9%
Top 2 Cities - East Zone
Kolkata
Patna
Top 2 Cities - West Zone
Mumbai
Pune
Top 2 Cities - South Zone
Bangalore
Hyderabad
Top 2 Cities - North Zone
New Delhi
Gurgaon
Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads Period : Jan-May'21

18. Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads
Advertising Promotions of Ecom-Food/Grocery in Print
 Sales Promotion had 92% share of Ecom-Food/Grocery category during Jan-May'21.
 Among Sales Promotions, Multiple Promotion occupied 65% share of ad space followed by
Discount Promotion with 28% share.
6%
92%
2%
Brand Promotion Sales Promotion Others
65%
28%
4% 3%
Multiple Promotion Discount Promotion
Combination Promotion Others (2)
Sales Promo
Period : Jan-May'21

19. Note: Figures are based on Ad Space for Print; excluding house ads, promos and social ads
Top Advertisers of Sales Promotion for Ecom-Food/Grocery in Print
 Among advertisers using Sales Promotions , Reliance Retail topped with 30% share of ad space
followed by Grofers India with 23% share during Jan-May'21.
Top 10 Advertisers of Sales Promotion % Share
Reliance Retail 30%
Grofers India 23%
Super Market Grocery Supplies 21%
Freshtohome Foods 11%
Supr Infotech Solutions 3%
Gfm Retail 3%
Times Internet/Multiple Advertiser 2%
Zomato 1%
Mad Mangoes 1%
Bundl Technologies 1%
Period : Jan-May'21

20. Radio
03
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads

21. Ad Volumes’ Trend for Ecom-Food/Grocery on Radio
100
176
Jan-May'20 Jan-May'21
Indexed Growth in Ad Volumes
Index: Jan-May’20=100
 When comparing Jan-May'21 to Jan-May‘20, 76% growth in Ecom-Food/Grocery advertising
observed on Radio medium.
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-May‘21 compared to Jan-May’20

22. Top 10 Advertisers % Share
Reliance Retail 28%
Zomato 13%
Times Internet 11%
Grofers India 7%
Freshtohome Foods 7%
Supr Infotech Solutions 6%
On Door Concepts 6%
Daily Nutree 4%
Digiana Group of Industries 4%
Eazydiner 3%
Top 10 Advertisers and Brands of Ecom-Food/Grocery on Radio
 Among the advertisers, Reliance Retail topped with 28% of the ad volumes’ share in Jan-May'21.
 Jiomart.Com was the top brand with 28% share of ad volumes followed by Zomato.Com with 13%
share.
 During Jan-May’21, Top 10 advertisers and brands had same share of ad volumes. i.e. 89%.
Top 10 Brands % Share
Jiomart.Com 28%
Zomato.Com 13%
Dineout.Co.In 11%
Grofers 7%
Freshtohome.Com 7%
Suprdaily App 6%
Ondoor.Com 6%
Daily Nutree 4%
Digiana Fresh 4%
Eazydiner 3%
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-May'21

23. Top 10 New Brands of Ecom-Food/Grocery on Radio
 25+ new brands observed in Jan-May'21 over Jan-May’20.
 Jiomart.Com was top new brand on Radio medium followed by Suprdaily App.
Top 10 New Brands
Jiomart.Com
Suprdaily App
Daily Nutree
Digiana Fresh
Eazydiner
Vegease
Tendercuts.In
Shopgulab.Com
Vegikart
Fraazo.Com
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-May'21 compared to Jan-May'20

24. State-wise share of Ecom-Food/Grocery advertising on Radio
 Delhi state was on top with 23% share of ad volumes followed by Maharashtra with 21% share.
 The Top 2 states occupied more than 40% of ad pie for Ecom-Food/Grocery category.
23%
21%
10%
9%
7%
7%
7%
6%
5%
4% 0.1%
Delhi Maharashtra Gujarat Tamil Nadu
Madhya Pradesh Uttar Pradesh Karnataka Andhra Pradesh
West Bengal Rajasthan Kerala
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads Period : Jan-May'21

25. Time band analysis for Ecom-Food/Grocery advertising on Radio
 Advertising on Radio was preferred in Evening time-band followed by Morning and Afternoon.
 77% share of ad volumes for Ecom- Food/Grocery category contributed by Evening and Morning
time-bands.
Note: Figures are based on Secondages for Radio; Commercial ads only; excluding promos and social ads
37%
21%
40%
2%
Morning
6:00 to 10:59
Afternoon
11:00 to 16:59
Evening
17:00 to 21:59
Night
22:00 to 05:59
Period : Jan-May'21

26. Digital
04
Note: Figures are based on Insertions for Digital

27. Ad Insertions’ Trend for Ecom-Food/Grocery on Digital
100
251
Jan-May'20 Jan-May'21
Indexed Growth in Ad Insertions
Index: Jan-May‘20=100
 On Digital medium, ad insertions increased sharply by 2.5 times during Jan-May'21 compared to
Jan-May’20 for Ecom- Food/Grocery category.
Note: Figures are based on Insertions for Digital Period : Jan-May‘21 compared to Jan-May’20

28. Top 10 Advertisers and Brands of Ecom-Food/Grocery on Digital
 Meat And Spice and Grofers India were top 2 advertisers of Ecom-Food/Grocery category which
together added 41% share of ad insertions during Jan-May'21.
 Meatigo.Com was top brand with 28% share of ad insertions during Jan-May'21. Top 10 brands had
more than 75% share of ad insertions.
Top 10 Advertisers % Share
Meat And Spice 28%
Grofers India 13%
Super Market Grocery Supplies 8%
Aamrai 7%
Aov Farmage 5%
Zomato 5%
True Elements 4%
Freshtohome Foods 3%
Mydukaan.Com 3%
Bundl Technologies 2%
Note: Figures are based on Insertions for Digital
Top 10 Brands % Share
Meatigo.Com 28%
Grofers 13%
Bigbasket.Com 8%
Aamrai.Com 7%
Aovfarmage.Com 5%
Zomato.Com 5%
True Elements 4%
Freshtohome.Com 3%
Mydukaan.Com 3%
Swiggy 2%
Period : Jan-May'21

29. Transaction Methods of Digital Advertising in Ecom-Food/Grocery
 Ad Network transaction method topped with 78% share of Ecom-Food/Grocery category ad
insertions on Digital during Jan-May'21 followed by Programmatic/Ad Network with 8% share.
Note: Figures are based on Insertions for Digital
78%
8%
6%
5% 3%
Ad Network Programmatic/Ad Network Programmatic Direct Others (2)
Period : Jan-May'21

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