The share of Celebrity endorsed ads during ICC T20 WC ’21 was 56 percent of total Ad Volume, while that for ICC T20 WC’16 was 39 percent, as per TAM Sports reports.
The average Ad Volumes/Channel for Celebrity endorsed ads was up by 80% in ICC T20 WC’21 when compared to ICC T20 WC’16.
Film Actor and Sports Personality together accounted for 82% ad volume share of the celebrity-endorsed ads in ICC T20 WC ’21. Share of ads with Sports Personality grew from 16 percent to 29 percent with more than 3 times growth in per channel Ad Volumes.
During ICC T20 WC ’21 overall number of celebrities saw a significant rise of 33 percent compared to the 2016 T20 World Cup. The number of Sports personalities grew by 111% during ICC T20 WC ’21 compared to ICC T20 WC’16. The count of advertisers utilizing celebrity endorsement increased by 17% during ICC T20 WC ’21 compared to ICC T20 WC’16.
Among the Sports Personalities, Virat Kohli was leading the list with an 18% share and was endorsed by 5 advertisers. Shahrukh Khan was the top celebrity with a 14% share of ad volumes during ICC T20 WC’21. Ajay Devgan was the only common celebrity among the Top 5 list for ICC T20 WC 2016 and 2021. Among the Top 5 Sports Personalities, Virat Kohli and Rohit Sharma were common in both the ICC T20 WC tournaments.
3 out of the Top 5 categories Endorsed by Celebrities belonged to the E-Commerce sector during ICC T20 WC ’21. The top 5 categories and advertisers accounted for 66% and 51% share of Celebrity ad volumes respectively in ICC T20 WC 2021.