Top 10 list divides 60% women celebrities and 40% men in celebrity-endorsed ads : Report 

29% of the ads aired on TV were endorsed by celebrities between July and September 2022, according to the report published by AdEx India, a division of TAM Media Research. Additionally, the report found that more than 80% of celebrity-backed ads consisted of movie stars, followed by athletes at 10% and TV stars at 4%.

Referring to the growth of celebrity endorsed ads over the past three quarters, the report found that the volume of celebrity endorsed ads increased by 1% in July-September 22 compared to January-March 22. From April to June 22, the report indicated that celebrity-backed ads fell by 2%.

Comparing celebrity endorsed ads by sector, the report found that more than 50% of ads fell in the food and beverage (F&B), personal care and hygiene, and services sectors. Additionally, 84% of the ads fell within the top 7 industries. F&B tops the list at 22%, personal care and hygiene at 15% and services at 14%. Between July and September 22, the F&B sector was dominated by male celebrities with 62%, compared to a 43% presence in the personal care and hygiene sector.

According to the report, the top 10 categories accounted for 42% of the total ad share from July to September 22. At the top of the list are toilet/floor cleaners with 10 percent, followed by hair dyes, carbonated soft drinks and ecom online shopping with five percent each. Among the top 10 categories, the F&B, hair care and personal care and hygiene sectors each had two categories under their belt.

In addition, the report added that building materials/systems is the category for which the most celebrities from different professions have endorsed the brands. Of the top 10 categories, three are e-commerce related.

In terms of viewability, the report found that Akshay Kumar was the most viewable celebrity with a seven percent ad share, followed by Vidya Balan and Amitabh Bachchan with six percent each. The top 10 list contained 60% female celebrity endorsed ads and 40% male celebrity endorsed ads.

According to the report, Amitabh Bachchan, Ranveer Singh, Anushka Sharma, Shahrukh Khan and Katrina Kaif promoted more brands in July-September 22 than April-June 22. In addition, Amitabh Bachchan endorsed and occupied the maximum number of brands in July-September 22 third place in terms of ad volume.

For celebrity couples who had supported 2,222 ads between January and June, the report found that over 70% of the ads were supported by the top 5 celebrity couples – Akshay Kumar/Twinkal Khanna, Amitabh Bachchan/Jaya Bachchan, Deepika Padukone /Ranveer Singh, Anushka Sharma/Virat Kohli and Ranbir Kapoor/Alia Bhatt.

In addition, the report found that when it came to advertising, young female celebrities were preferred to their male counterparts, although the ratio was reversed within the over-50 category. Between the ages of 21 and 34, 38% of men and 62% had their respective ad shares. In comparison, in the 50-64 age group, 89% of men and 11% of women had their respective contribution to ad share.

follow us on Twitter, Instagram, LinkedIn, Facebook