TAM AdEx: Male movie actors contributed 42 per cent of the ad endorsement share

TAM AdEx: Male movie actors contributed 42 per cent of the ad endorsement share

Among celebrity-endorsed ads, film stars had the bigger share of ad volume i.e. 80 per cent.


Mumbai: TAM AdEx India has released a celebrity endorsement report for the year 2023.

Celebrity vs non-celebrity ads

Male movie actors contributed 42 per cent of the ad endorsement share. More than 25 per cent share of the ads’ telecast on TV were endorsed by celebrities. From the celebrity professions, film stars together added 80 per cent share of advertising during 2023 followed by sports person and TV stars that added 12 per cent and seven percent share respectively.

Index growth of celebrity-endorsed ads for last three years

In the year 2023, there was a two per cent increase in the ad volumes for ads that featured celebrities compared to the year 2021. Celebrity-endorsed ads increased by 11 per cent in year 2022 as compared to year 2021. During the Oct-Dec’23 quarter had the highest ad volumes/day (in hours).

Monthly ad volume trends of celebrity-endorsed ads: Year 2023

The highest ad volumes share observed during Oct’23 and the lowest share seen during Jul’22. During Aug-Oct’23, steady growth was observed.

Quarterly ad volume trends of celebrity-endorsed ads: Year 2022-23

During Oct-Dec’23, the highest celebrity endorsement ads were seen compared to the other three quarters of 2023.

Celebrities endorsed ads by sector

More than 50 per cent of the ads endorsed by celebrities fall under the top three sectors and more than 80 per cent of the ads fall under the top seven sectors. The F&B sector had the highest share of celebrity ad volumes followed by ‘Personal Care/Personal Hygiene’. Four out of the top 10 sectors have the same rank position for the current year to last year and the rest of the five sector rank remain changed.

Gender dominance split in the top two sectors

The top two sectors viz. ‘F&B’ was dominated by ads endorsed by male celebrities and ‘personal care/personal hygiene’ was dominated by female celebrities during 2023. Ads under the ‘telecom/internet service providers’ and ‘fuel/petroleum products’ sectors were only endorsed by male celebrities.

Top 10 category of ads endorsed by celebrity

The top 10 categories accounted 36 per cent share of overall ads carrying celebrities to endorse it. ‘Toilet Soaps’ was the top category with seven per cent share of celebrity ad volumes during 2023 followed by ‘toilet/floor cleaners’ with six per cent share.

Top 10 categories based on no of celebrities endorsing brands under it

‘Ecom-Gaming’ was the top category for which most celebrities from different professions endorsed brands followed by ‘ecom-online shopping’.

Top 10 most visible endorsers of 2023

With an average visibility of 29 hrs/day across all channels, Akshay Kumar topped the list of the most visible celebrities followed by Amitabh Bachchan with 16 hrs/day through endorsements done on TV. The top 10 list had six male and four female celebrities. Celebrities like Ajay Devgan, Sara Ali Khan, and Virat Kohli are new entrants to the top 10 list of 2023 compared to 2022.

Top 10 celebrities endorsing quantum of brands in year’23 vs year’22

Amitabh Bachchan endorsed the maximum number of brands in 2023. Six out of the top 10 celebrities were endorsing more brands in 2023 compared to 2022, viz; Amitabh Bachchan, Virat Kohli, Shahrukh Khan, Alia Bhatt, Ajay Devgan, and Kiara Advani.

Top 10 celebrity couples endorsing in 2023

50 per cent of ads were endorsed by four celebrity couples - Akshay Kumar/Twinkle Khanna, Anushka Sharma/Virat Kohli, Amitabh Bachchan/Jaya Bachchan, and Ranbir Kapoor/Alia Bhatt and the couples had endorsed 38, 48, 53 and 47 brands respectively during 2023.

Note: Couple celebrity endorsing ads include ads done by the couple together as well as individually.