23% decline in ad volume share of celeb-endorsed ads after 37 matches in IPL 17

In IPL 17 (37 matches), there was a decline of 23% in the share of celebrity-endorsed ads compared to the previous season. Ratio of celebrity-endorsed ads vis-a-vis non-celebrity endorsed ads in IPL 17 stood at 61:39, compared to 75:25 in IPL 16.

Among all professions, Sports Person led in brands’ endorsement with 50% share of the ad volumes, followed by Film Actor with 36% share during IPL 17. Sports Person and Film Actor together accounted for more than 85% ad volume share of the total celebrity endorsed ads.

Level of exposure of celebrities on television and the count of Overall and Sports Celebrities grew in IPL 17 over IPL 16. When compared to IPL 16, number of overall and sports Celebrities increased by 45% and 41%, respectively, during IPL 17.

Shahrukh Khan was on top with 12% share of the ad volumes during first 37 Matches of IPL 17, while Aamir Khan topped the list in IPL 16.

Out of 37 Matches played in both IPL 16 and IPL 17, only one of top five celebrity was present in both seasons’ overall celebrity list – Shahrukh Khan. Among the Top 5, Hardik Pandya was the common Sports Celebrity in both IPL 17 and IPL 16.

Two out of the Top 5 categories endorsed by Celebrities – Pan Masala and Aerated Soft Drink – belonged to the F&B sector during IPL 17. The Top 5 categories and advertisers accounted for more than 75% and 65%, respectively, of the ad volumes share of Celebrity-endorsed ads in IPL 17.