Mumbai: TAM India has released its report on celebrity endorsement on TV in 2023. In the first quarter of 2023, i.e., January-March, 29 per cent share of the ads’ telecast on TV were endorsed by celebrities. Film stars contributed more than 80 per cent of advertising during Jan-Mar’23, followed by athletes and television stars, who contributed nine per cent and six per cent, respectively.
In comparison to first quarter of 2021, the duration of ads endorsed by celebrity in both Jan-Mar’22 & 23 witnessed growth of 18 per cent and 12 per cent respectively.
More than 55 per cent of the duration of ads endorsed by celebrities fall under top three sectors and more than 3/4th fall under the top seven sectors. Textiles/clothing sector entered in top ten list whereas four out of top ten sectors has the same rank position for Jan-Mar’23 over Jan-Mar’22.
During Jan-Mar’23, the top two sectors, namely ‘F&B’ and ‘Personal Care/Personal Hygiene’ were dominated by commercials backed by male celebrities and female celebrities respectively.
Four out of the top ten categories were from ‘Food & Beverages’ sector. The top ten categories accounted 44 per cent share of celebrity ad volumes whereas ‘Toilet/Floor Cleaners’ was the top category with 10 per cent share of celebrity ad volumes in Jan-Mar’23.
‘Ecom-Gaming’ was the top category for which maximum celebrities from different professions endorsed brands under it followed by ‘Spices’ category.
‘Akshay Kumar’ was the most visible star, with an average visibility of 35 hours per day across all channels, followed by ‘Amitabh Bachchan’ with 25 hours per day through TV endorsements. There were equal number of male and female celebrities in the top ten list.
In Jan-Mar’23, seven of the top ten celebrities, including ‘Amitabh Bachchan’, ‘Kareena Kapoor’, ‘Virat Kohli’, ‘Ajay Devgan’, ‘Sourav Ganguly’, ‘Shahrukh Khan’, and ‘Kiara Advani’ endorsed more brands than in Jan-Mar’22. Three out of the top ten celebrities were from sports profession.
More than 60 per cent of ads were endorsed by the top three celebrity couples – ‘Akshay Kumar/Twinkal Khanna’, ‘Amitabh Bachchan/Jaya Bachchan’ and ‘Ranbir Kapoor/Alia Bhatt’ and the top two couples had endorsed similar 27 and 37 brands respectively during Jan-Mar’23.
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