Ready-to-eat food firms splurge on TV ads

While the ready-to-eat market is just about Rs 70 crore, the food and beverages (F&B) sector is pouring money into television advertising with the increasing acceptance of these products.

According to an ADEX report, television advertising of 'Instant Food' has grown 19% between January-August 2007 when compared with the same period in 2006. Average ads per day in the category increased from 155 in January-August 2006 to 173 in January-August 2007.

"The food category is growing and organised retail will help this category grow faster. Hence, one can see a lot of visibility in the sector," an FMCG analyst said.

Analysts tracking the sector believe that with more women taking to work, the urban population has embraced ready-to-eat food in a positive way. For instance, MTR's ready-to-eat Palak Paneer grew 14 times in terms of average ads scheduled per day over one year.

FMCG major Nestle India was the major advertiser with a share of 45%.
Four out of the top ten new brands advertised on TV belonged to Nestle India. Hindustan Unilever took the second place with 25%, and advertised only for its brand Knorr Soup. 

Regional general entertainment channels (GECs) took the maximum advertising share followed by Hindi GECs. Noodles and pasta brands preferred kids channels. Brands like Maggi Rice Noodle Mania-Shahi Pulao was seen the maximum on GECs while Sunfeast Pasta Treat focused its advertising on the kids channels.