11 per cent ad volume growth for featured celebrities: TAM AdEx report

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11 per cent ad volume growth for featured celebrities: TAM AdEx report

Mumbai : TAM India has released its report on celebrity endorsement on TV in 2022. As per report, there was an 11 per cent ad volume growth for ads that featured celebrities in 2022 over 2021. Celebrity endorsed ads increased by 44 per cent and 60 per cent in both 2021 and 2022 respectively as compared to 2020.

Film stars contributed more than 80 per cent of advertising during 2022, followed by athletes and TV stars, who contributed 11 per cent and four per cent, respectively.

Ad volumes peaked in March 2022 and hit their lowest point in June 2022. From July to October 2022, they showed steady growth. The second quarter of 2022 had the highest number of celebrity endorsement ads compared to the other three quarters.

Five out of the top 10 sectors maintained their rank position from last year, while the other five experienced changes in rank.

In 2021, male celebrities dominated the endorsement of ads in the top two sectors, F&B and Services. Additionally, only male celebrities endorsed ads in the ‘Agriculture’ and ‘Telecom/Internet Service Providers’ sectors.

‘Toilet/Floor Cleaners’ had a nine per cent share of celebrity ad volumes in 2022, followed by ‘Aerated Soft Drink’ with a five per cent share.

The most endorsed category by celebrities from various professions was “Ecom-Gaming,” followed by “Ecom-Media/Entertainment/Social Media.”

Akshay Kumar was the most visible celebrity with an average of 36 hours of daily visibility across all channels, followed by Vidya Balan with 19 hours of visibility through TV endorsements. Kiara Advani, Shraddha Kapoor, and Virat Kohli dropped out of the top 10 list in 2022 compared to 2021.

In 2022, MS Dhoni endorsed the highest number of brands. Seven out of the top 10 celebrities who endorsed more brands in 2022 than 2021 were Amitabh Bachchan, Akshay Kumar, Ranveer Singh, Kareena Kapoor, Sourav Ganguly, Hrithik Roshan, and Pankaj Tripathi.

Three celebrity couples – Akshay Kumar/Twinkle Khanna, Ranbir Kapoor/Alia Bhatt, and Amitabh Bachchan/Jaya Bachchan – endorsed 50 per cent of the ads in 2022. They endorsed 46, 38, and 50 brands, respectively.

Young female celebrities were preferred over their male counterpart, but the scenario changes when it comes to celebrities of over age 35 group.

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