This year's Indian Premier League (IPL) saw a significant increase of 6% in the ad volume share of celebrity-endorsed ads across 55 matches, according to the latest TAM Sports report. Aamir Khan emerged as the top celebrity endorser with a 10% share, followed by Shah Rukh Khan and Akshay Kumar, both securing a 7% share. In the realm of sports celebrities, cricketers Virat Kohli and Rohit Sharma held the top positions. The report also highlights the dominance of actors in brand endorsements, accounting for 51% of ad volumes, followed by sportspersons at 40%.
Aamir Khan Tops the Celebrity Endorser List: Aamir Khan claimed the top position as the leading celebrity endorser in this year's IPL, capturing a 10% share of celebrity-endorsed ads. With his immense popularity and influence, Khan's endorsement prowess has been well-received by audiences and advertisers alike. His association with IPL ads reflects the effectiveness of his brand appeal and the positive impact it has on consumer engagement.
Sportspersons and Actors Dominate Brand Endorsements: The TAM Sports report highlights the dominance of actors and sportspersons in brand endorsements, with actors commanding a 51% share of ad volumes, closely followed by sportspersons at 40%. This underlines the enduring appeal and effectiveness of celebrity endorsements in capturing consumer attention and driving brand visibility during IPL matches.
Growth in Ad Volume Share: Compared to last year's edition of IPL, this year witnessed a growth of 6% in the ad volume share of celebrity-endorsed ads. This increase signifies the continued preference for leveraging the star power of celebrities to enhance brand recall and create a strong impact on the audience. The rise in ad volume share further highlights the effectiveness and value that celebrity endorsements bring to advertisers in the context of IPL.
Increased Share of Actors and Sportspersons: The report also indicates a significant increase in the share of actors and sportspersons endorsed ads per channel during this year's IPL. Actors recorded a growth of 16%, while sportspersons witnessed a 17% increase compared to the previous year. This trend reaffirms the enduring appeal and effectiveness of celebrity endorsements, highlighting their ability to resonate with audiences and generate higher ad volumes.
Ratio of Celeb-Endorsed Ads: The ratio of celebrity-endorsed ads to non-celebrity-endorsed ads in this year's IPL matches showed a majority of propositions by celebrities, accounting for a ratio of 72:28. This demonstrates the preference of advertisers to leverage the influence and impact of celebrities to connect with consumers and drive brand messaging effectively.
The TAM Sports report on celebrity-endorsed IPL ads reveals a notable growth in ad volume share compared to the previous year. Aamir Khan's emergence as the top celebrity endorser underscores his influence and popularity among audiences. The dominance of actors and sportspersons in brand endorsements, coupled with the increased share of their ads per channel, reflects the enduring appeal and effectiveness of celebrity endorsements in capturing consumer attention. As IPL continues to be a platform for advertisers to reach a vast audience, the significance of celebrity endorsements in driving brand visibility and recall remains evident.
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