New Delhi: Celebrity endorsements occupied a larger share of advertising during IPL 19, with ad volumes of celebrity-backed commercials rising 34% compared to the previous season, according to a report by TAM Sports.
Celebrity-endorsed ads accounted for 61% of total ad volumes during IPL 19, up from 53% in IPL 18. Non-celebrity ads made up the remaining 39% share.
Film stars dominated brand endorsements during the season. Film actors contributed 55% of celebrity-endorsed ad volumes, while film actresses and sports personalities accounted for 22% each. TV actors had a marginal 1% share. Overall, film stars together represented more than three-fourths of celebrity-backed ad volumes.
The report also noted an increase in the number of celebrities appearing in television commercials during IPL 19. More than 70 celebrities featured in ads during the season, compared with over 60 in IPL 18. The number of sports celebrities rose by 52%, increasing from more than 20 in IPL 18 to over 30 in IPL 19.
Among individual celebrities, Shah Rukh Khan emerged as the most visible face in IPL 19 advertising with a 10% share of ad volumes. Ishaan Khatter followed with 9%, while Ajay Devgn, Amyra Dastur and Tiger Shroff each accounted for 7%.
In the sports category, Rohit Sharma led with a 22.1% share of ad volumes, followed by Hardik Pandya at 16%. Vaibhav Sooryavanshi and Abhishek Sharma each contributed 5.1%, while Virat Kohli had a 5% share.
According to the report, the top five categories endorsed by celebrities during IPL 19 belonged to different sectors. These included mouth fresheners, e-commerce services, paints, corporate financial institutes and air conditioners. Together, the top five categories accounted for 71% of celebrity-endorsed ad volumes.
The top five advertisers contributed 68% of celebrity-endorsed ad volumes during the season. Vishnu Packaging, Google, Havells India, Grasim Industries and Reliance Consumer Products were among the leading advertisers.
The analysis covered commercial advertising across all live matches of IPL 18 and IPL 19 and excluded pre-, mid- and post-match programming, promos and social ads.
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