Mumbai: Celebrity-backed advertising continued to command a significant share of IPL advertising during Season 19, with film stars and sports personalities driving brand visibility across television and digital platforms, according to the latest report by TAM Sports.
The report highlights that celebrity endorsements remained a dominant force during IPL 19, with the top five categories and advertisers together accounting for 71% and 68% of celebrity-endorsed advertising volumes respectively.
Among celebrity endorsers, Shah Rukh Khan emerged as the most visible face during IPL 19, accounting for 10% share of celebrity-endorsed ad volumes. He was followed by Ishaan Khattar (9%), while Ajay Devgn, Amyra Dastur, and Tiger Shroff each recorded a 7% share.
The report also noted continuity in celebrity influence, with Shah Rukh Khan maintaining leadership across consecutive IPL seasons.
Sports personalities also strengthened their presence in brand campaigns during the tournament. Rohit Sharma led among sports endorsers with a 22.1% share of ad volumes, followed by Hardik Pandya (16%). Other notable sports personalities featured included Vaibhav Sooryavanshi (5.1%), Abhishek Sharma (5.1%), and Virat Kohli (5%).
According to the analysis, Rohit Sharma was the only sports celebrity to appear among the top five endorsers across both IPL 18 and IPL 19.
Category-wise, celebrity-led advertising remained diversified across sectors, with the leading categories including Mouth Freshener, E-commerce – Other Services, Paints, Corporate-Financial Institutions, and Air Conditioners.
On the advertiser front, the report identified Vishnu Packaging, Google, Havells India, Grasim Industries, and Reliance Consumer Products among the top contributors to celebrity-endorsed advertising volumes during the tournament.
The study analysed ad volumes across five Star Network feeds and twelve JioHotstar feeds during live IPL matches and excluded pre-match, mid-match and post-match programming, along with franchise promotions, fillers, film trailers and broadcaster promotions.
The findings underline IPL’s continued role as one of India’s most influential advertising platforms, where celebrity associations remain central to capturing audience attention and driving brand impact at scale.
