According to TAM AdEx-Celebrity Endorsement Report for Jul-Sep’22, 29pc share of the ads’ telecast on TV were endorsed by celebrities. Film stars contributed more than 80pc of advertising followed by Sports Personality and Television stars, who contributed 10pc and 4pc, respectively.
Compared to Jan-Mar’22, celebrity endorsement ad volumes saw a minor increase of 1pc in Jul-Sep’22. Compared to Apr-Jun’22 celebrity endorsed ads dropped by 2pc. After a drop in Jun’22, Ad Volumes of celebrity endorsed ads grew constantly.
Among the top ten sectors, more than 50pc of the ads endorsed by celebrities fall under top three and more than 80pc of the ads fall under top seven sectors.
During Jul-Sep’22, F&B sector’s ads were dominated by Male Celebrities. The 2nd ranked sector Personal Care & Hygiene’s ads were dominated by Female celebrities.
Among the top ten categories, the ‘F&B’, ‘Hair Care’ and ‘Personal Care & Hygiene’ sectors each had two categories. The top 10 categories accounted 42pc share of celebrity ad volumes where ‘Toilet/Floor Cleaners’ was the top category with 10pc share of celebrity ad volumes in Jul – Sep’22.
‘Building Material/Systems’ was the top category for which maximum celebrities from different profession endorsed brands. Three of the top ten categories were from E-Com sector.
‘Akshay Kumar’ was the most visible star, with an average visibility of 27 hours per day across all channels, followed by ‘Vidya Balan’ with 24 hours per day advertising duration. There were six female and four male Film stars present in the top ten list.
In Jul-Sep’22, ‘Amitabh Bachchan’, ‘Ranveer Singh’, ‘Anushka Sharma’, ‘Shahrukh Khan’ and ‘Katrina Kaif’ advertised for more number of brands compared to Apr-Jun’22. Amitabh Bachchan endorsed maximum number of brands in Jul-Sep’22 and ranked 3rd in terms of Ad Volumes.
More than 70pc ads were endorsed by top 5 celebrity couples – ‘Akshay Kumar/Twinkal Khanna’, ‘Amitabh Bachchan/Jaya Bachchan’ , ‘Deepika Padukone/Ranveer Singh’, ‘Anushka Sharma/Virat Kohli’ and ‘Ranbir Kapoor/Alia Bhatt’.
Young Female Celebrities were preferred over their Male counter-part, but the scenario changes when it comes to celebrities of age 50+ group.
