Akshay Kumar, the most visible star on TV with 27 hr/day avg

This July-Sept '22, 29% of ads telecasted on TV were endorsed by celebrities. A further look into this, as per the recent TAM AdEx report, reveals film stars contributed to more than 80% of advertising in this period, followed by sports personalities and television stars (10% and 4%).

The report also stated that compared to Jan-Mar '22, celebrity endorsement ad volumes saw a 1% jump in July-Sep'22 but compared to Apr-Jun '22 it dropped by 2%.  The gain has been constant after a drop in Jun’22.

The data further shows that more than 50% of celebrity-endorsed ads are in the top three sectors of Food & Beverages, Personal Care & Hygiene, and Services with more than 80% under sectors like Household Products, Hair Care, Personal Healthcare, Building, Industrial & Land Materials/Equipment, Laundry, Banking/Finance/Investment and Personal Accessories. 

A look at the celebrity charts tells us that Akshay Kumar was the most visible star, with an average visibility of 27 hours per day across all channels, followed by Vidya Balan at 24 hours per day. There were six female and four male film stars in the top 10 list with Amitabh Bachchan, Ranveer Singh, Alia Bhatt, Anushka Sharma, Shah Rukh Khan, Sara Ali Khan, Katrina Kaif and Kriti Sanon being the other names. 

Furthermore, in the July-Sept '22 period, Amitabh Bachchan, Ranveer Singh, Anushka Sharma, Shah Rukh Khan and Katrina Kaif advertised for more brands compared to Apr-Jun ’22. Big B endorsed the maximum number of brands in July-Sep'22 and ranked third in terms of ad volumes.

The report also looks at celeb couple endorsements. More than 70% ads were endorsed by the top five celebrity couples – Akshay Kumar and Twinkle Khanna, Amitabh Bachchan and Jaya Bachchan, Deepika Padukone and Ranveer Singh, Anushka Sharma and Virat Kohli, and Ranbir Kapoor and Alia Bhatt.

In Jul-Sep '22, while F&B sector ads were dominated by male celebrities, the Personal Care & Hygiene ads featured mostly females. The average ad endorsing ratio of male and female celebrities for the top ten sectors stood at 60:40.