Mumbai: TAM Sports, a division of TAM Media Research, has released the Celebrity Endorsement Report for TATA IPL 2023.
As per the report, during the 16th edition of the IPL, the ad volume share of celebrity-endorsed ads experienced a growth of 8 per cent in comparison to the previous season, across all matches.
Film actors and sports persons together accounted for more than 90 per cent ad volume share of the total celebrity-endorsed ads. Among all professions, film actors led in brands’ endorsement with 49 per cent share of ad volumes, followed by sports persons with 41 per cent share during IPL 16. The share of film actors and sports persons endorsed ads per channel grew in IPL 16 by nine per cent and 32 per cent, respectively, as compared to IPL 15.
While the level of exposure of celebrities on television has risen, the count of overall and sports celebrities waned in IPL 16 over IPL 15. When compared to IPL 15, the number of overall and sports celebrities decreased by 29 per cent and 21 per cent, respectively, during IPL 16.
In both IPL 16 and IPL 15, Aamir Khan and Shahrukh Khan are in first place respectively. Aamir Khan was on top with a nine per cent share of ad volumes during all matches of IPL 16. During all matches played in both IPL 15 and IPL 16, two of the top five celebrities were present in both seasons' overall celebrity list. Among the top five, Virat Kohli, Rohit Sharma and Hardik Pandya were common sports celebrities in both IPL 16 and IPL 15.
Two out of the top five categories endorsed by celebrities belonged to F&B and the other two categories were from the services sector during IPL 16. The top five categories and advertisers accounted for 75 per cent and 67 per cent ad volumes share of celebrity-endorsed ads in IPL 16.
