According to TAM Sports Celebrity Endorsement Report – IPL 16 for 29 matches, there was an increase of 36pc in the share of celebrity-endorsed ads compared to the previous season. Ratio of Celebrity endorsed ads vs Non-Celebrity endorsed ads was 53:47 for IPL 15 and 75:25 for IPL 16.
Among all professions, Film actors led in brand endorsements with 52pc share of ad volumes followed by Sports persons with 40pc share during IPL 16. Share of Film actors and Sports person endorsed ads per channel grew in IPL 16 by 50pc and 45pc respectively compared to IPL 15. Together they accounted for more than 90pc ad volume share of the total celebrity endorsed ads.
While level of exposure of celebrities on television has risen, the count of overall and sports celebrities waned in IPL 16 by 21pc and 12pc respectively compared to IPL 15.
Aamir Khan was on top among celebrities with 10pc share of ad volumes during first 29 matches of IPL 16 while Virat Kohli led with 16pc share of ad volumes among the Top 5 Sports celebrities. Out of 29 matches played in both IPL 15 and IPL 16, three of the top five celebrities were present in both seasons’ overall celebrity list. Virat Kohli and Rohit Sharma were common sports celebrities on both IPL 16 and IPL 15.
Top 5 Categories and Advertisers accounted for more than 75pc and 65pc ad volumes share of Celebrity endorsed ads in IPL 16. Three out of Top 5 categories endorsed by celebrity belonged to F&B sector during IPL 16.