In IPL 14 (60 matches), the share of Celebrity endorsed ads was 57% of total Ad Volume, a 19% rise in share over the previous season, as per the TAM report. The share of Celebrity endorsed ads in IPL 13 was 48%.
Film actors and sports personalities together accounted for 85% ad volume share of the total celebrity-endorsed advertisements. Among all professions, Film Actors led in brands’ endorsement with 47% share of ad volumes, followed by Sports Persons with 39% share during IPL 14. The share of Film and TV Actress endorsed ads in IPL 14 was just 14%.
The number of Sports personalities grew by 38% during 60 matches of IPL 14 compared to IPL 13. The Count of brands increased by 21% and advertisers grew by 29% in 60 matches of IPL 14 compared to IPL 13. M S Dhoni and Virat Kohli were the Top 2 Sports Celebrities in both IPL 14 and IPL 13. Ranveer Singh claimed the top spot with an 11% share of ad volumes during matches of IPL 14. 4 out of Top 5 overall Celebrities were common in 60 matches of both IPL 14 and IPL 13. Among the Top 5, MS Dhoni and Virat Kohli were common Sports Celebrities in both IPL 14 and IPL 13.
3 out of the Top 5 categories Endorsed by Celebrity belonged to the E-Commerce sector during IPL 14. The Top 5 categories and advertisers accounted for 49% and 36% share of Celebrity ad volumes respectively in IPL 14. During 60 matches, the number of categories increased by 2% in IPL 14 compared to IPL 13.
