Film stars contributed to more than 80% of ads: TAM AdEx report

Akshay Kumar, Vidya Balan and Amitabh Bachchan were amongst the top most visible celeb endorsers.

Mumbai: TAM has recently released its AdEx report (July–September 2022) on celebrity endorsements. It reveals that 29 per cent share of the ads broadcast on TV were endorsed by celebrities. Film stars contributed to more than 80 per cent of advertising during Jul-Sep’22, followed by sports personalities and television stars, who contributed 10 per cent and four per cent, respectively.

The report found that as compared to Jan-Mar’22, celebrity endorsement ad volumes have seen a minor increase of one per cent in Jul-Sep’22.  As compared to Apr-Jun’22 celebrity-endorsed ads dropped by two per cent.

Akshay Kumar, Vidya Balan and Amitabh Bachchan were amongst the top three most visible celebrity endorsers in TV ads. Kumar was the most visible star, with an average visibility of 27 hours per day across all channels, followed by Balan with 24 hours per day of advertising duration.

Amitabh Bachchan endorsed the maximum number of brands in Jul-Sep’22 and ranked third in terms of ad volumes.

More than 70 per cent ads were endorsed by the top five celebrity couples – Akshay Kumar/Twinkle Khanna, Amitabh Bachchan/Jaya Bachchan, Deepika Padukone/Ranveer Singh, Anushka Sharma/Virat Kohli and Ranbir Kapoor/Alia Bhatt.

As per the report, 52 per cent of the ads endorsed by celebrities fall under the top three sectors, which include food and beverages (22 per cent), personal care and hygiene (15 per cent), and services (14 per cent). Furthermore, 84 per cent of the ads fall into one of the top seven industries.

During Jul-Sep’22, the food & beverages industry’s ads were dominated by male celebrities (62 per cent). The second-ranked industry, personal care & hygiene, was dominated by female celebrities (57 per cent).

The top ten categories accounted for 42 per cent of celebrity ad volumes, with toilet/floor cleaners leading the pack with a 10 per cent share of celebrity ad volumes in Jul-Sep'22, followed by hair dyes, aerated soft drinks, and e-commerce online shopping, all with five per cent shares.

Building materials and systems were the top category for which most celebrities from different professions endorsed brands.

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