According to TAM AdEx-Celebrity Endorsement Report for Jan-Mar’23, 29pc share of the ads’ telecast on TV were endorsed by celebrities. Film stars contributed more than 80pc of advertising, followed by Athletes and Television Stars contributing 9pc and 6pc respectively.
In comparison to first quarter of 2021, the duration of ads endorsed by celebrity in both Jan-Mar’22 & 23 witnessed growth of 18pc and 12pc respectively.
More than 55pc of the duration of ads endorsed by celebrities fall under Top three sectors and more than 3/4th fall under top seven sectors. Textiles/Clothing sector entered in top 10 list whereas four out of Top 10 sectors have same rank position for Jan-Mar’23 over Jan-Mar’22.
The Top two sectors, namely ‘F&B’ and ‘Personal Care/Personal Hygiene’ were dominated by commercials backed by Male celebrities and Female celebrities respectively during Jan-Mar’23.
Among the Top 10 categories, four were from ‘Food & Beverages’ sector. Top 10 categories accounted for 44pc share of celebrity ad volumes. ‘Toilet/Floor Cleaners’ was the top category with 10pc share of celebrity ad volumes in Jan-Mar’23.
‘Ecom-Gaming’ was the top category for which maximum celebrity from different profession endorsed brands under it followed by ‘Spices’ category.
‘Akshay Kumar’ was the most visible star, with an average visibility of 35 hours per day across all channels, followed by ‘Amitabh Bachchan’ with 25 hours per day through TV endorsements. There were equal no. of male and female celebrities in Top 10 list. (35 hours per day – calculated on the basis of total ad duration of that celebrity in the quarter (Jan-Mar’23) across all channels divided by total number of days in that quarter.)
In Jan-Mar’23, seven of the top 10 celebrities, including ‘Amitabh Bachchan’, ‘Kareena Kapoor’, ‘Virat Kohli’, ‘Ajay Devgn’, ‘Sourav Ganguly’, ‘Shahrukh Khan’, and ‘Kiara Advani’ endorsed more brands than in Jan-Mar’22. Three out of Top 10 celebrities were from Sports profession.
More than 60pc ads were endorsed by top three celebrity couples, ‘Akshay Kumar/Twinkle Khanna’, ‘Amitabh Bachchan/Jaya Bachchan’ and ‘Ranbir Kapoor/Alia Bhatt’. Top two couples had endorsed similar 27 and 37 brands respectively during Jan-Mar’23.
