Mumbai: In Jan-June 2024, 32% of the ads’ telecast on TV were endorsed by celebrities. Film stars contributed more than 75% of advertising during Jan-June 2024, followed by Athletes and Television stars, who contributed 14% and 11%, respectively.
The TAM AdEx-Celebrity Endorsement Report Jan-June 2024 was published.
These are the findings in a nutshell.
1 ) Among celebrity endorsed ads, film stars had the bigger share of ad volume i.e. 75%.
2 ) Celebrity endorsed ads growth in Jan-Jun’24 with more than 10% compared to Jan-Jun’23.
3 ) ‘Food & Beverages’ sector was on top with 28% share of celebrity ad volumes during Jan-June 2024.
4 ) More than 50% of the ads endorsed by celebrities fall under Top 3 sectors and 80% of the ads fall under the Top seven Sectors. – ‘F&B’, ‘Personal Care/Personal Hygiene’ and ‘Household Products’.
5 ) The top two sectors viz. ‘F&B’ and ‘Personal Care/Personal Hygiene’ were dominated with ads endorsed by Male Celebrities and Female Celebrities during Jan-June 2024 respectively.
6 ) The top 10 categories contribute 38% share of overall ads carrying celebrity to endorse it.
7 ) Five out of the Top 10 categories were from ‘Food And Beverages’ sector which was endorsed by the celebrities.
8 ) Ecom-Gaming was the top category for which maximum celebrity from different profession endorsed brands under it.
9 ) With an average visibility of 22 hours/day, Akshay Kumar topped the list of the most visible celebrity through endorsements done on TV.
10 ) More than 34% ads were endorsed by two celebrity couples – Ranbir Kapoor/Alia Bhatt & Akshay Kumar/Twinkle Khanna.
