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28 per cent share of the ads’ telecast on TV was endorsed by celebrities: TAM AdEx Report

The half-yearly report by TAM is from the period January – June’ 23.

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Mumbai: TAM AdEx has released its half-yearly report on Celebrity Endorsement from January – June’ 23. According to the report, in Jan-Jun’23, 28 per cent share of the ads’ telecast on TV was endorsed by celebrities. Film stars contributed more than 80 per cent of advertising during Jan-Jun'23, followed by sports personalities and television. Stars, who contribute 11 per cent and 6 per cent, respectively.

As per the index growth of celebrity-endorsed ads for the last three years, in comparison to the period of Jan-Jun’21, celebrity endorsements witnessed a 21 per cent growth in share during Jan-Jun’22, and an 11 per cent 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 per cent.

When it comes to celebrity-endorsed ads by sector, more than 50 per cent of the ads endorsed by celebrities fall under the top three sectors and more than three-fourth of the ads fall under the top seven sectors. The food & beverages sector was on top during Jan-Jun’22-23.

With gender dominance split in the top two sectors, during Jan-Jun'23, the top two sectors, namely Food & Beverage and Personal Care/Personal Hygiene were dominated by commercials backed by male celebrities (65 per cent) and female celebrities (71 per cent), respectively.

Talking about the category of ads endorsed by celebrities, four out of the top 10 categories were from Food & Beverages sector. The top 10 categories accounted 39 per cent share of celebrity ad volumes whereas Toilet/Floor Cleaners was the top category with eight per cent share of celebrity ad volumes in Jan-Jun'23. Ecom-Gaming (33 celebrities) was the top category for which maximum celebrities from different professions endorsed brands under it followed by the Spices category (27 celebrities).

Amongst the list of the top 10 most visible endorsers of Jan-Jun'23, 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 no. of male and female celebrities in the top 10 list.

As per the top 10 celebrities endorsing quantum of brands in Jan-Jun'22 vs. Jan-Jun'23, in Jan-Jun'23, seven 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.

Amongst the top 10 celebrity couples endorsing in Jan-Jun'23, more than 40 per cent ads were endorsed by the top three celebrity couples – Akshay Kumar/Twinkle Khanna (29 brands), Amitabh Bachchan/Jaya Bachchan (40 brands) and Anushka Sharma/Virat Kohli (33 brands).

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