The recently shared report of TAM talked about Celebrity Ad Endorsement on TV, Co-Branding Ads associated with Movies, and Social Advertisements by the Government of 2020. Celebrity endorsements in India have managed to help a brand’s image and consumer recall. This is based on pretty simple logic. India is a country where people are star-struck by Movie Stars, Sports personalities, TV Actor & Actress. During 2020, 81K+ Hours of Celebrity Ad Volumes seen with a 23% share of Overall TV Advertising. Akshay Kumar topped among the Film Actors with a 16% share of celebrity Ad Volumes followed by Amitabh Bachchan with a 10% share. Among Film Actresses, Kareena Kapoor and Kiara Advani attained 1st and 2nd position respectively with a 10% and 9% share of Ad Volumes.
In Top, Television Celebrities Endorsing Brands Ram Kapoor and Raju Shrivastav were the Top 2 TV Actors with 36% and 28% share of celebrity advertising respectively in 2020. Shakshi Tanwar topped among TV Actresses with 27% share of Ad Volumes followed by Divyanka Tripathi with 23% share in 2020. Whereas Top 5 TV Actors and Actresses had 84% and 80% share respectively in 2020.
Among the Sports Personalities, M S Dhoni & Virat Kohli together accounted for an overall 66% share of endorsement and 74% share among Male Sports personalities. And P.V. Sindhu was the Top Female Sports personality with 42% share of Ad Volumes in 2020* followed by Saina Nehwal with 26% share.
Co-branded advertising is interesting in the program platform that has gained popularity. A brand and movie both form an alliance to work together, creating marketing synergy. Dr. Juneja Accumass topped among the brands associated with movies with a 14% share of Co-Branding Ad Volumes. All Top 10 brands were associated with One movie each; The top brand Dr. Juneja Accumass partnered with Tanhaji The Unsung Warrior. In Leading Movies among Co-Branded Ads, Tanhaji The Unsung Warrior topped among the movies associated with brands and was associated with 10 brands. Whereas Top 10 movies added 89% share of Co-Branding Ad Volumes during 2020.
During 2020, 43% of Ad Volumes of Social Ads by Govt. were for awareness and prevention against Covid-19 pandemic. The Category covers ads by Central and State government bodies to spread awareness around various social Schemes. During Y 2020*, Television was the most preferred medium for Social Ads by Govt. with 62% share followed by Radio with a 31% share. Among the Traditional mediums, the share of Social Ads by Govt. on Television was increased by 6% during 2020 compared to 2019.
During 2020, 51% of Social ads by Govt. were from different Central Government bodies. Ministry of Health & Family Welfare and Govt. of Delhi topped among the Central and State govt. advertisers respectively. Top 10 advertisers of Central and State govt. added 91% and 64% share of social advertising by Govt. respectively.