Mumbai: The TAM Sports-Celebrity Endorsement Report has been released – it is based on 29 matches of IPL 16 and IPL 15. In IPL 16 (29 matches), there was an increase of 36 per cent in the share of celebrity-endorsed ads compared to the previous season. The ratio of celebrity-endorsed ads vs non-celebrity-endorsed ads during IPL 15 was 53:47, and in IPL 16 was 75:25.
Film actors and sports persons together accounted for more than 90 per cent of the ad volume share of the total celebrity-endorsed ads. Among all professions, film actors led in brands’ endorsement with a 52 per cent share of ad volumes, followed by sports persons with a 40 per cent share during IPL 16. The share of film actors and sports persons endorsed ads per channel grew in IPL 16 by 50 per cent and 45per cent, respectively, compared to IPL 15.
While the level of exposure of celebrities on television has risen, the count of the overall number of celebrities & sports celebrities waned in IPL 16 over IPL 15. When compared to IPL 15, the number of overall and sports celebrities decreased by 21 per cent and 12 per cent, respectively, during IPL 16.
In both IPL 16 and IPL 15, Amir Khan and Ranveer Singh are in first place, respectively. Amir Khan was on top with a 10 per cent share of ad volumes during the first 29 matches of IPL 16. Out of the 29 matches played in both IPL 15 and IPL 16, three of the top five celebrities were present in both seasons’ overall celebrity list. Among the top five, Virat Kohli and Rohit Sharma were common sports celebrities in both IPL 16 and IPL 15.
Three out of the top five categories endorsed by celebrities belonged to the F&B sector during IPL 16. The top five categories and advertisers accounted for more than 75 per cent and 65 per cent of ad volumes share of celebrity-endorsed ads in IPL 16.
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