10% lesser celebrity-endorsed ads in H1 2023 compared to same period previous year
During 2023 H1, Akshay Kumar was the most visible star with an average visibility of 31 hours per day across all channels, as per a TAM AdEx report
Celebrity-endorsed ads saw a decline of 10% between January and June 2023 compared to the same period last year, according to a report by TAM AdEx.
However, celebrity-endorsed ads saw a growth of 11% in Jan-Jun'23 compared to Jan-June 2021.
During 2023 H1, Akshay Kumar was the most visible star with an average visibility of 31 hours per day across all channels, followed by Amitabh Bachchan with 21 hours per day through TV sponsorships.
As per the report, in Jan-Jun '23, 28% share of the ads’ telecast on TV was endorsed by celebrities with film stars contributing more than 80% of advertising, followed by Sports Personalities and Television Stars, who contributed 11% and 6%, respectively.
In comparison to the period of Jan-Jun’21, celebrity endorsements witnessed a 21% growth in share during Jan-Jun’22.
However, when comparing the celebrity endorsement figures from Jan-Jun’23 with those of Jan-Jun’22, there is a decrease of 10%.
More than 50% of the ads endorsed by celebrities fall under the top three sectors of food and beverages; personal care; and household products. Food & beverages sector was on top during Jan-Jun '22-23.
During Jan-Jun '23, the top 2 sectors, namely 'F&B' and ‘Personal Care/Personal Hygiene' were dominated by commercials backed by Male celebrities and Female celebrities respectively.
Top ten categories of ads accounted for 39% share of celebrity ad volumes. ‘Toilet/ Floor Cleaners’ was the top category with 8% share of celebrity ad volumes in Jan-Jun'23, followed by toilet soaps (5%), aerated soft drinks (5%), hair dyes (4%), hair removers (3%), non-aerated soft drink (3%), Pan Masala (3%), energy drink (3%), shampoos (2%) and ecom-gaming (2%).
‘Ecom-Gaming’ was the top category for which maximum celebrities from different professions (films, sports, television) endorsed brands under it followed by ‘Spices’ category.
Among the other top 10 most visible celebrity endorsers, besides Akshay Kumar and Amitabh Bachchan, were Vidya Balan, Alia Bhatt, Ranveer Singh, Anushka Sharma, Ajay Devgn, Shahrukh Khan, Katrina Kaif and Kiara Advani.
More than 40% ads were endorsed by top three celebrity couples – ‘Akshay Kumar/Twinkle Khanna’, ‘Amitabh Bachchan/Jaya Bachchan’ and ‘Anushka Sharma/Virat Kohli’ and top 2 couples had endorsed similar 29 and 40 brands respectively during Jan-Jun'23.
