In the first half of 2024, celebrity endorsements made up 32% of all advertisements aired on Indian television, according toTAM AdEx new report.
Film stars led the way, contributing to more than 75% of the total celebrity-endorsed ads. They were followed by athletes at 14% and television stars at 11%.
Additionally, the volume of celebrity-endorsed ads decreased in January-June 2023 as compared to the same period in the previous year, while remaining consistent in January-June 2024.
Sector Dominance:
According to the report, more than 50% of ads endorsed by celebrities belong to the top three sectors—food and beverages, personal care, and household products.
In the Food and Beverages sector, male celebrities dominated with a 60% presence compared to female celebrities, who had a 40% presence. On the other hand, Personal Care/Personal Hygiene was dominated by female celebrities with 65% presence compared to male celebrities with an only 35% presence. This split reveals specifically gendered strategies utilized by brands to target certain demographics.
Celebrity Trends:
Akshay Kumar topped the charts for visibility with an average of 22 hours per day across all channels, followed Shahrukh Khan with 20 hours per day and Amitabh Bachchan with 16 hours per day through TV sponsorships.
Cricketer MS Dhoni has been listed as the celebrity endorsing the most number of brands during this period of time. He endorsed 42 brands in 2024 compared to only 32 in 2023. Dhoni was closely followed by Amitabh Bachchan (41), Shahrukh Khan (34), and Kareena Kapoor (31).
Celebrity couple endorsements played a major role, with over 40% of ads endorsed by three couples – Ranbir Kapoor and Alia Bhatt; Akshay Kumar and Twinkle Khanna; and Amitabh Bachchan and Jaya Bachchan.
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