Celeb endorsed ads up over 10% in Jan-Jun’24, Akshay Kumar tops list

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 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 Personality, TV Actor & Actress. TAM AdEx’s report encompasses all the aspects of Celebrity Endorsement on TV during Jan-Jun’24. The study provides a comprehensive information about trends of Celebrity endorsement done on TV over last 3 years.

In Jan-Jun’24, 32% share of the ads telecast on TV were endorsed by celebrities. Film stars contributed more than 75% of advertising during Jan-Jun’24, followed by Athletes and Television Stars, who contributed 14% and 11%, respectively.

Compare to Jan-Jun’22, celebrity endorsed ads decreased in Jan-Jun’23 whereas during Jan-Jun’24 it was almost same ad volumes seen. Celebrity endorsed ads grew more than 10% in Jan-Jun’24, compared to Jan-Jun’23.

Food & Beverages, Personal Care/ Personal Hygiene and Household Products were the top 3 sectors with the most celebrity endorsed ads during Jan-Jun’23-24, accounting for 54% share. More than 3/4th of the ads endorsed by celebrities fall under the Top 7 sectors.

Average ad endorsing ratio of Male and Female celebrities for the Top 10 sectors was 60:40. During Jan-Jun’24, the Top 2 sectors, namely ‘F&B’ and ‘Personal Care/ Personal Hygiene’ were dominated by commercials backed by Male celebrities and Female celebrities, respectively.

The Top 10 categories accounted for 38% share of celebrity ad volumes, whereas ‘Toilet/ Floor Cleaners’ was the top category with 8% share of the celebrity ad volumes in Jan-Jun'24. Five out of the Top 10 categories with the most celebrity ad volumes were from the ‘Food & Beverages’ sector.

‘Ecom-Gaming’ was the top category for which maximum celebrities from different professions endorsed brands under it, followed by ‘Spices’ category.

‘Akshay Kumar’ was the most visible star, with an average visibility of 22 hours per day across all channels, followed by ‘Shahrukh Khan’ with 20 hours per day through TV sponsorships. There were 6 male and 4 female celebrities in the Top 10 list.

In Jan-Jun'24, 6 of the top 10 celebrities, including ‘MS Dhoni’, ‘Amitabh Bachchan’, ‘Shahrukh Khan’, ‘Kareena Kapoor’, ‘Kiara Advani’ and ‘Madhuri Dixit’ sponsored more firms than in Jan-Jun'23. Three out of Top 10 celebrities were from the Sports profession – MS Dhoni, Sourav Ganguly, Virat Kohli.

More than 40% ads were endorsed by top three celebrity couples – ‘Ranbir Kapoor/ Alia Bhatt’, ‘Akshay Kumar/ Twinkle Khanna’ and ‘Amitabh Bachchan/ Jaya Bachchan’, and the top 2 couples had endorsed 31 and 29 brands, respectively, during Jan-Jun’24.

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