30% share of the ads telecast on TV were endorsed by celebrities in January-June 2022: TAM AdEx

According to a Celebrity Endorsement Report by AdEx India, a division of TAM Media Research, from January to June 22, 30% of commercials aired on TV were endorsed by celebrities. Movie stars contributed more than 80% of advertising between January and June 22, followed by athletes and TV stars, which contributed 11% and 4%, respectively. The report covers celebrity-backed ads in the first half of 2022.

According to the report, celebrity-backed ads saw 65% growth compared to Jan-Jun20 and 100% share of Jan-Jun21 and Jan-Jun22 respectively. Celebrity-backed ads increased significantly from March to May 22, and March 22 had the highest share of celebrity ad volume.

The top ten sectors in which celebrities endorsed advertising were Food and Beverage (F&B), Services, Personal Care or Personal Care, Household Products, Hair Care, Personal Health Care, Laundry, Construction, Industrial and Agricultural Materials or Equipment, Banking, Finance , Investments , and Durables. According to the report, more than 50% of celebrity-backed ads fall in the top 3 sectors, and more than three-quarters of ads fall in the top 7 sectors. The banking/financial/investment sector has been included in the top 10 list, while seven of the top ten sectors for Jan-Jun ’22 versus Jan-Jun ’21 rank equally. Furthermore, from January to June 22, the top two sectors, namely F&B and service, were dominated by commercials endorsed by female celebrities.

The top 10 categories accounted for 36% share of celebrity ad volume while toilet or floor cleaner was the top category with 9% share of celebrity ad volume from January to June 22. ‘Ecom Gaming’ was the top category where most celebrities from various professions endorsed brands below, however celebrities attract the most with the ‘E-Com’ sector.

Interestingly, Akshay Kumar was the most visible star with an average visibility of 37 hours per day across all channels, followed by Amitabh Bachchan with 18 hours per day through TV sponsorship. Alia Bhatt followed with 14 hours a day, MS Dhoni with 13 hours a day, Vidya Balan with 12 hours a day, Shahrukh Khan again with 12 hours a day, Taapsee Pannu with nine hours a day, Ranveer Singh with 8.8 hours per day, Anushka Sharma at 8.1 hours per day and Kareena Kapoor at 7.7 hours per day.

The best celebrity couples in order were Akshay Kumar-Twinkle Khanna, Amitabh Bachchan-Jaya Bachchan, Ranbir Kapoor-Alia Bhatt, Kareena Kapoor-Saif Ali Khan, Anushka Sharma-Virat Kohli, Deepika Padukone-Ranveer Singh, Vicky Kaushal-Katrina Kaif, among others. More than 50% of the ads were endorsed by the top three celebrity couples. More than 50% of the ads were endorsed by the top three celebrity couples.

Also Read: Celebrations bring joy as ad spend is estimated to increase by 8-10% to Rs.25,000-30,000

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