Akshay Kumar most visible celebrity endorser on TV ads in H1 2023: TAM

As per TAM Media’s report on Celebrity Endorsement for the first half (January-June) of 2023, 28% of the ads telecast on TV were endorsed by celebrities. Film stars contributed more than 80% of the advertising during Jan-Jun’23, followed by Sports Personalities and Television Stars, who contributed 11% and 6%, respectively.

In comparison to the period of Jan-Jun’21, Celebrity Endorsements witnessed a 21% growth in share during Jan-Jun’22, and an 11% growth in share during the same period in 2023. However, when comparing the celebrity endorsement figures from Jan-Jun’23 with those of Jan-Jun’22, there is a decrease of 10%.

More than 50% of the ads endorsed by celebrities fall under Top 3 sectors – Food & Beverages, Personal Care/ Personal Hygiene, and Household Products – and more than 3/4th of the ads fall under the Top 7 sectors. Food & Beverages sector was on top during Jan-Jun’22-23. During Jan-Jun'23, the Top 2 sectors, namely ‘Food & Beverages’ and ‘Personal Care/ Personal Hygiene’, were dominated by commercials backed by Male celebrities and Female celebrities, respectively.

Four out of the Top 10 categories were from the ‘Food & Beverages’ sector. The Top 10 categories accounted for 39% share of celebrity ad volumes, whereas ‘Toilet/ Floor Cleaners’ was the top category with 8% share of celebrity ad volumes in Jan-Jun’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 31 hours per day across all channels, followed by ‘Amitabh Bachchan’ with 21 hours per day through TV sponsorships. There were equal numbers of male and female celebrities in the Top 10 list.

In Jan-Jun’23, 7 of the top 10 celebrities, including ‘Amitabh Bachchan’, ‘Alia Bhatt’, ‘Virat Kohli’, ‘Kareena Kapoor’, ‘Sourav Ganguly’, ‘Ajay Devgan’ and ‘Kiara Advani’, sponsored more firms than in Jan-Jun’22. Three out of the Top 10 celebrities were from the Sports profession.

More than 40% ads were endorsed by top three celebrity couples – ‘Akshay Kumar/ Twinkle Khanna’, ‘Amitabh Bachchan/ Jaya Bachchan’ and ‘Anushka Sharma/ Virat Kohli’ – and the top 2 couples had endorsed similar 29 and 40 brands, respectively, during Jan-Jun’23.