New Delhi: A recent report by TAM Sports has unveiled an interesting trend in celebrity endorsements during the current Indian Premier League (IPL) season. While television exposure for celebrities has increased, the number of film and sports personalities endorsing advertisements has seen a decline compared to the previous season. According to the report, film celebrities witnessed a decrease of 21%, while sports celebrities saw a decrease of 12%.
However, the report also shed light on a noteworthy development—there has been a substantial 36% growth in ad volume for celebrity endorsements during this IPL season. TAM Sports, a division of TAM Media Research, conducted the study based on the first 29 live matches of both the 16th and 15th IPL seasons, excluding pre, mid, and post-match programming.
The study revealed that film actors took the lead in brand endorsements, accounting for 52% of the ad volumes, followed by sports personalities with a 40% share. Furthermore, the share of advertisements endorsed by film actors and sports personalities per channel experienced an impressive increase of 50% and 45% respectively, in comparison to the previous season.
Analyzing the 16th edition of the IPL, the report showcased a significant 36% growth in the ad volume share of celebrity-endorsed ads across 29 matches. Film actors continued to dominate brand endorsements, contributing 52% of the ad volumes, while sports personalities maintained a respectable 40% share.
In terms of individual rankings, Aamir Khan emerged at the top of this year’s list of celebrity endorsements, surpassing last year’s leader, Ranveer Singh. Singh’s share witnessed a 2% decrease in terms of ad volumes this season.
Among the top five categories endorsed by celebrities, three belonged to the food and beverage sector. Notably, sports celebrities such as Virat Kohli and Rohit Sharma were commonly featured in advertisements across both IPL seasons.
When it comes to advertising categories, the top five this season included e-commerce gaming, pan masala companies, chocolate makers, e-commerce auto products and services, and aerated beverages. These mixed trends in celebrity endorsements during the IPL exemplify the evolving dynamics of advertising and celebrity involvement in this immensely popular cricketing league.
