According to TAM AdEx-Mirroring Year 2021, Celebrity Endorsement witnessed more than 20% share of the ads telecast on TV.
With an average visibility of 32 hours per day across all channels, Akshay Kumar topped the list of the most visible celebrity followed by Alia Bhatt with 16 hours per day through endorsements done on TV.
There were equal number of male and female celebrities in the Top 10 list.
In the comparison of Top 10 Celebrity endorsing quantum of brands in 2021 vs. 2020 showed Akshay Kumar endorsing maximum number of brands in 2021. He also topped in 2020.
M S Dhoni was the top visible Sports Person in the year 2021.
8 out of Top 10 celebrities were endorsing more brands in 2021 compared to 2020, namely, Akshay Kumar, Alia Bhatt, Kiara Advani, Amitabh Bachchan, M S Dhoni, Ranveer Singh, Shraddha Kapoor and Tapsee Pannu.
Among the Top 10 Celebrity Couples endorsing in the year 2021, 50% ads were endorsed by two celebrity couples – Akshay Kumar/Twinkle Khanna and Virat Kohli/Anushka Sharma, and both the couples had endorsed 47 and 44 brands respectively during 2021.
Among the Celebrity professions, Film stars together added more than 80% share of advertising during the year 2021 followed by Sports person and TV stars that added 13% and 3% share respectively.
The Index Growth of Celebrity endorsed Ads for the last 3 years showed a slight decline in 2020 and it increased by 34% in 2021 as compared to 2019.
The year 2021 witnessed 44% rise compared to 2020.
During the 2nd wave period i.e. Apr-Jun’21, Celebrity endorsement was more compared to 1st wave in 2020. Celebrity endorsement ads increased significantly from Jul’21 to Oct’21. Oct’21 had highest celebrity ad volumes share.
During Oct-Dec’21, highest Celebrity endorsement ads was seen compared to last three quarters of the year 2021.
The Celebrities Endorsed ads in the Sector category showed more than 50% of the ads under the Top 3 sectors and more than 3/4th of the ads fall under Top 7 sectors.
5 out of Top 10 sectors have same rank position for current year compared to last year and rest of 5 sector rank changed.
The top 2 sectors viz. ‘F&B’ and ‘Personal Care/Personal Hygiene’ were dominated with ads endorsed by Female Celebrities in 2021.
Ads under ‘Cosmetics’ sector were only endorsed by Female Celebrities.
Top 10 Categories accounted 36% share of overall ads carrying celebrity to endorse it.
‘Toilet/Floor Cleaners’ was the top category with 6% share of celebrity ad volumes during the year 2021 followed by ‘Toilet Soaps’ with 5% share.
The Top 10 Categories based on no. of celebrities endorsing brands under it showed ‘Ecom-Media/Entertainment/Social Media’ at the top for which maximum celebrity from different profession endorsed brands under it.
Young Female Celebrities were preferred over their Male counter-part, but the scenario changes when it comes to celebrities of age 35+ group.
