According to TAM AdEx-Report on Celebrity Endorsements for Jan-Jun’22, 30 pc share of the ads’ telecast on TV were endorsed by them. Film stars contributed more than 80 pc of advertising during Jan-Jun’22, followed by Athletes and Television Stars, who contributed 11 pc and 4 pc, respectively.
Celebrity endorsement increased in Jan-Jun’21 & 22 by 65 pc and 100 pc share respectively compared to Jan-Jun’20. Celebrity endorsement ads increased significantly in Mar-May’22 and Mar’22 has the highest celebrity ad volumes share.
Akshay Kumar was the most visible star, with an average visibility of 37 hours per day across all channels, followed by Amitabh Bachchan with 18 hours per day through TV sponsorships. There were equal no. of male and female celebrities in Top 10 list.
In Jan-Jun’22, eight of the top 10 celebrities, including Akshay Kumar, Amitabh Bachchan, Alia Bhatt, Vidya Balan, Shahrukh Khan, Taapsee Pannu, Ranveer Singh, and Kareena Kapoor sponsored more firms than in Jan-Jun’21. M S Dhoni endorses maximum number of brands in Jan-Jun’22 also topped Jan-Jun’21.
More than 50 pc of the ads endorsed by celebrities fall under Top 3 sectors and more than 3/4th of the ads fall under Top 7 sectors. Banking/Finance/Investment sector entered in top 10 list whereas 7 out of Top 10 sectors has same rank position for Jan-Jun’22 over Jan-Jun’21.
During Jan-Jun’22, the Top 2 sectors, namely ‘F&B’ and ‘Service’ were dominated by commercials backed by Female celebrities.
Top 10 categories accounted 36 pc share of celebrity ad volumes. ‘Toilet/Floor Cleaners’ was the top category with 9 pc share of celebrity ad volumes in Jan-Jun’22.
‘Ecom-Gaming’ was the top category for which maximum celebrity from different profession endorsed brands under it however celebrities mostly attract with ‘E-Com’ sector.
More than 50 pc ads were endorsed by top three celebrity couples – ‘Akshay Kumar/Twinkle Khanna’, ‘Amitabh Bachchan/Jaya Bachchan’ and ‘Ranbir Kapoor/Alia Bhatt’ and top 2 couples had endorsed similar 37 and 29 brands respectively during Jan-Jun’22.
Young Female Celebrities were preferred over their Male counter-part, but the scenario changes when it comes to celebrities of age 35+ group.