According to TAM Sports-Celebrity Endorsement Report for IPL 16 (all 74 matches), there was an increase of 8pc in the share of celebrity-endorsed ads compared to the previous season. Ratio of Celebrity endorsed ads Vs Non-Celebrity endorsed ads for IPL 15 was 54:46 and for IPL 16 it was 69:31.
Among all professions, Film actors led in brands’ endorsement with 49pc share of ad volumes, followed by Sports person with 41pc share during IPL 16. Share of Film actors and Sports person endorsed ads per channel grew by 9pc and 32pc respectively in IPL 16 compared to IPL 15. Together they accounted for more than 90pc ad volume share of the total celebrity endorsed ads.
When compared to IPL 15, number of overall and sports celebrities decreased by 29pc and 21pc respectively during IPL 16.
Aamir Khan bagged the top spot with 9pc share of ad volumes during all matches of IPL 16. Two of the top five celebrities were present in both seasons’ overall celebrity list during all matches played. Aamir Khan and Shahrukh Khan were in first place in IPL 16 and IPL 15 respectively. Virat Kohli, Rohit Sharma and Hardik Pandya were common Sports celebrities among the Top 5 in both IPL 16 and IPL 15.
Top 5 categories and advertisers accounted to 75pc and 67pc ad volumes share respectively of celebrity endorsed ads in IPL 16. Two out of Top 5 categories endorsed by celebrity belonged to F&B and other 2 categories were from Services sector during IPL 16.
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