According to TAM Sports Celebrity Endorsement Report for IPL 16 across 55 matches, there was an increase of 6pc in the share of celebrity-endorsed ads compared to previous season. Ratio of celebrity endorsed ads vs non-celebrity endorsed ads was 54:46 for IPL 15 and 72:28 for IPL 16.
Among all professions, Film actors led in brands’ endorsement with 51pc share of ad volumes, followed by Sports persons with 40pc share during IPL 16. Together they accounted for more than 90pc ad volume share of the total celebrity endorsed ads. Share of Film actors and Sports person endorsed ads per channel grew in IPL 16 by 16pc and 17pc respectively compared to IPL 15.
While level of exposure of celebrities on television has risen, the count of Overall & Sports Celebrities waned in IPL 16 by 30pc and 27pc respectively compared to IPL 15.
Aamir Khan and Ranveer Singh topped the list in IPL 16 and IPL 15 respectively. Aamir Khan was on top with 10pc share of ad volumes during first 55 matches of IPL 16. Out of 55 matches played in both IPL 15 and IPL 16, two of the top five celebrities were present in both seasons’ overall celebrity list. Among the Top 5, Virat Kohli and Rohit Sharma were common Sports Celebrities on both IPL 16 and IPL 15.
Three out of Top 5 categories endorsed by Celebrity belonged to F&B sector during IPL 16. Top 5 categories and advertisers accounted for more than 75pc and 65pc ad volumes share of Celebrity endorsed ads in IPL 16.