29% of TV ads telecast in Jul-Sep’22 were endorsed by celebs: TAM AdEx

Celebrity endorsements have been prevailing in India for a very long time; there is an increasing challenge for brands to capture people’s time and focus. According to a report on Celebrity Endorsements (July-September 2022) by TAM AdEx, marketers believe that brand ambassadors provide a higher degree of consumer recall. This is based on a pretty simple logic as India is a country where people are star-struck by movie stars, sports personalities, TV actors and actresses.

According to the report, in the Jul-Sep’22 period, 29% share of the ads telecast on TV was endorsed by celebrities. Film stars contributed more than 80% of the advertising during Jul-Sep’22, followed by Sports Personalities and Television Stars, who contributed 10% and 4%, respectively. The break-up is as follows:

Film Actor         -        44%

Film Actress     -        41%

Sports Person  -        10%

TV Actor            -        2.5%

TV Actress        -        2%

Compared to the Jan-Mar’22 period, celebrity endorsement ad volumes saw a minor increase of 1% in Jul-Sep’22. When compared to Apr-Jun’22, celebrity endorsed ads dropped by 2%. After a drop in Jun’22, Ad Volumes of celebrity endorsed ads grew constantly.

More than 50% of the ads endorsed by celebrities fall under Top 3 sectors – Food & Beverages, Personal Care & Hygiene, and Services; while more than 80% of the ads fall under the Top 7 sectors. Food & Beverages leads with a 22% share of the celeb endorsed ads.

The average ad endorsing ratio of Male and Female celebrities for Top 10 sectors was 60:40. During Jul-Sep’22, F&B sector’s ads were dominated by male celebrities. The 2nd ranked sector, Personal Care & Hygiene’s, ads were dominated by female celebrities.

Among the Top 10 categories, the 'F&B’, 'Hair Care’ and 'Personal Care & Hygiene' sectors each had two categories of ads endorsed by celebrities. The Top 10 categories accounted for 42% share of the celebrity ad volumes, where ‘Toilet/ Floor Cleaners’ was the top category with 10% share of celebrity ad volumes in Jul-Sep’22.