TAM AdEx report – Most Visible Celebrity Endorser: Despite his movies not doing well, Akshay Kumar has turned out to be DARLING of BRAND Endorsements this season. In July-Sept period, as per TAM ADEx report, 29% of ads telecasted on TV were endorsed by celebrities. The report reveals film stars contributed to more than 80% of advertising in this period. This was followed by sports personalities who were visible in just 10% of ads. Akshay was the most visible star in TV endorsements, leaving Virat Kohli & MS Dhoni behind by very big margin: Follow Sports Business News & Indian Cricket News LIVE Updates with InsideSport.IN
- 29% of ads telecasted on TV were endorsed by celebrities
- Film stars contributed to more than 80% of advertising in this period
- Sportsperson contributed 10% of total ads on Television
- TV Celebs only had 4% share in that
- Akshay Kumar average visibility of 27 hours per day across all channels / Vidya Balan with 24 Hours as No. 2
Most Visible Celebrity Endorser: The report also stated that compared to Jan-Mar ’22, celebrity endorsement ad volumes saw a 1% jump in July-Sep’22. Though compared to Apr-Jun ’22 it dropped by 2%. The gain has been constant after a drop in Jun’22.
A look at the celebrity charts tells us that Akshay Kumar was the most visible star. He had an average visibility of 27 hours per day across all channels.
This is followed by Vidya Balan at 24 hours per day.
There were six female and four male film stars in the top 10 list with Amitabh Bachchan, Ranveer Singh, Alia Bhatt, Anushka Sharma, Shah Rukh Khan, Sara Ali Khan, Katrina Kaif and Kriti Sanon being the other names.
Furthermore, in the July-Sept ’22 period, Amitabh Bachchan, Ranveer Singh, Anushka Sharma, Shah Rukh Khan and Katrina Kaif advertised for more brands compared to Apr-Jun ’22.
Big B endorsed the maximum number of brands in July-Sep’22 and ranked third in terms of ad volumes.
The report also looks at celeb couple endorsements. More than 70% ads were endorsed by the top five celebrity couples – Akshay Kumar and Twinkle Khanna, Amitabh Bachchan and Jaya Bachchan, Deepika Padukone and Ranveer Singh, Anushka Sharma and Virat Kohli, and Ranbir Kapoor and Alia Bhatt.
The data further shows that more than 50% of celebrity-endorsed ads are in the top three sectors of Food & Beverages, Personal Care & Hygiene, and Services with more than 80% under sectors like Household Products, Hair Care, Personal Healthcare, Building, Industrial & Land Materials/Equipment, Laundry, Banking/Finance/Investment and Personal Accessories.
In Jul-Sep ’22, while F&B sector ads were dominated by male celebrities, the Personal Care & Hygiene ads featured mostly females. The average ad endorsing ratio of male and female celebrities for the top ten sectors stood at 60:40.