According to TAM AdEx- Rewinding Y 2022 report for Celebrity Endorsement, more than 25pc share of the ads telecast on TV are being endorsed by celebrities.
Film stars contributed more than 80pc share of advertising followed by Sports Personality and Television stars contributed 11pc share and 4pc share, respectively. Female movie actors contributed almost 50pc share of the ad endorsement, the report showed.
When compared to the previous year, Y 2022 saw an 11pc increase in the ad volumes for ads that featured celebrity. Celebrity endorsed ads increased by 44pc and 60pc in both Y 2021 and Y 2022 respectively as compared to Y 2020 and Apr-Jun’22 quarter had highest Ad Volumes/Day (in Hours).
Highest Ad Volumes shares were observed during Mar’22 and low shares were observed during Jun’22. But during Jul-Oct’22, steady growth was observed.
The report showed that during Apr-Jun’22, highest Celebrity endorsement ads was seen compared to last other three quarters of Y 2022.
Among the top ten sectors, more than 50pc of the ads endorsed by celebrities fall under top three and more than 80pc of the ads fall under top seven sectors and five out of Top 10 sectors had same rank position for current year to last year and rest of five sector rank remained unchanged.
During the Y 2022, the top 2 sectors, ‘F&B’ and ‘Services’ were dominated with ads endorsed by male celebrities. ‘Telecom/Internet Service Providers’ and ‘Agriculture’ sectors were only endorsed by ads from male celebrities.
Top 10 Categories accounted for 36pc share of overall ads carrying celebrity endorsements while ‘Toilet/Floor Cleaners’ was the top category with 9pc share of celebrity ad volumes during Y 2022 followed by ‘Aerated Soft Drink’ at 5pc share.
‘Ecom-Gaming’ was the top category for which maximum celebrities from different profession endorsed brands. E-Com sectors also accounted for the top three of the sectors for number of celebrities endorsed in 2022.
‘Akshay Kumar’ topped the list of the most visible celebrity, with an average visibility of 36 hrs/day across all channels, followed by ‘Vidya Balan’ with 19 hrs/day through endorsements done on TV.
There was also equal no. of male and female celebrities in Top 10 list. Kiara Advani, Shraddha Kapoor and Virat Kohli slipped out of Top 10 list of Y 2022.
Cricketer MS Dhoni endorsed the greatest number of brands. Amitabh Bachchan, Akshay Kumar, Ranveer Singh, Kareena Kapoor, Sourav Ganguly, Hrithik Roshan, and Pankaj Tripathi were seven celebrities who saw an increase in the number of brands endorsed for Y 2022.
In 2022, 50pc ads were endorsed by three celebrity couples – Akshay Kumar/Twinkal Khanna, Ranbir Kapoor/Alia Bhatt and Amitabh Bachchan/Jaya Bachchan, providing endorsements to 46, 38 and 50 brands respectively.
Young Female Celebrities were preferred over their Male counter-part, but the scenario changed when it came to celebrities of age 35+ group.
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