IPL 16 - TV ad volume share of celeb endorsed ads up 36% after 29 matches: TAM

During the 16th edition of the IPL, the ad volume share of Celebrity endorsed ads experienced a growth of 36% in comparison to the previous season, across 29 matches.

Film Actor and Sports Person together accounted for more than 90% ad volume share of the total celebrity endorsed ads.

Among all professions, in IPL 16, Film Actors held the highest share of brand endorsements, accounting for 52% of the ad volumes, followed by Sports Persons with 40% share.

Share of Film Actors and Sports Person endorsed ads per channel grew in IPL 16 by 50% and 45%, respectively, compared to IPL 15.

While the level of exposure of celebrities on television has risen, the count of Overall & Sports Celebrities waned in IPL 16 over IPL 15. When compared to IPL 15, the number of overall and sports Celebrities decreased by 21% and 12%, respectively, during IPL 16.

When comparing the first 29 matches, Aamir Khan emerged the topper in IPL 16 with 10% share of the ad volumes, while Ranveer Singh had topped IPL 15.

Out of 29 matches played in both IPL 15 and IPL 16, three of the top five celebrities were present in both seasons’ overall celebrity list. Among the Top 5, Virat Kohli and Rohit Sharma were common Sports Celebrities on both IPL 16 and IPL 15.

During IPL 16, three out of the top five categories that were endorsed by celebrities belonged to the F&B sector. The Top 5 categories and advertisers accounted for more than 75% and 65% ad volumes share of Celebrity endorsed ads in IPL 16. Sporta Technologies was the leading advertiser, followed by Vishnu Packaging, K P Pan Foods, Playgames 24*7 and Cadburys India.