Mumbai: In the 17th edition of the IPL, there was a 23% decline in the volume share of ads endorsed by celebrities compared to the previous season, spanning 37 matches.
The First update – TAM Sports-Celebrity Endorsement Report – IPL 17 (till M37) based on IPL 17 and IPL 16 has been published. This IPL report is based on 37 matches of IPL 17 and IPL 16 and for all the channels on which matches are telecasted.
During IPL 17, sports personalities claimed the larger portion of brand endorsements, representing 50% of ad volumes, with Actors from the film industry following closely behind at 36%
In the analysis of the initial 37 matches, Amir Khan reigned supreme in IPL 16, whereas Shahrukh Khan ascended to the zenith in IPL 17. Shahrukh Khan had a 12% share of ad volumes during the first 37 matches of IPL 17. During IPL 17, two out of the top five categories that were endorsed by celebrities belonged to the F&B sector.
Sportspersons and film actors together accounted more than 85% ad volume share of the total celebrity endorsed ads. Among all professions, Sports Person led in brands’ endorsement with 50% share of ad volumes, followed by Film Actor with 36% share during IPL 17.
The level of exposure of celebrities on television and the count of Overall & Sports Celebrities grew in IPL 17 over IPL 16. When compared to IPL 16, number of overall and sports Celebrities increased by 45% and 41% respectively during IPL 17.
Out of 37 matches played in both IPL 16 and IPL 17, only one of top five celebrity was present in both seasons’ overall celebrity list. Among the Top 5, Hardik Pandya was the common sports celebrity on both IPL 17 and IPL 16.
Two out of top five categories endorsed by celebrities belonged to F&B sector during IPL 17. The top five categories and advertisers accounted more than 75% and 65% ad volumes share of Celebrity endorsed ads in IPL 17.
The top five categories were Ecom-Gaming, Pan Masala, Aerated Soft Drink, Face Wash and Paints. The top five advertisers were Sporta Technologies, Vishnu Packaging, K P Pan Foods, Playgames 24*7 and Coca Cola India.
