Celeb endorsed ads take 53% share of ad volumes in 29 matches of IPL 2021: TAM Sports

Celebrity endorsed ads had a 53% share of the total Ad Volume in the 29 matches played in IPL 2021. This is a 3% rise in share over IPL 2020 at this stage, according to data released by TAM Sports, a division of TAM Media Research.

Of all the professions, Film Actors led in brands’ endorsements with a 48% share of the ad volumes, followed by Sports Persons with a 38% share during IPL 2021.

This was a tad lower that the share of celebrity endorsed ads in IPL 2020, which stood at 50%.

During IPL 2021, the overall number of celebrities saw a significant rise of 12% compared to IPL 2020.

The number of sports personalities, too, grew by 15% during 29 matches of IPL 2021, compared to IPL 2020.

The count of brands increased by 3%, while the number of advertisers grew by 2% in 29 matches of IPL 2021, compared to IPL 2020.

Cricketers MS Dhoni and Virat Kohli were the Top 2 Sports Celebrities in both IPL 2021 and IPL 2020 (29 matches).

Actor Ranveer Singh was on top with a 15% share of ad volumes during the 29 matches played of IPL 2021.

Three out of the Top 5 overall celebrities were common in 29 matches of both IPL 2021 and IPL 2020. Among the Top 5, cricketers MS Dhoni, Virat Kohli and Rohit Sharma were common sports celebrities on both IPL 2021 and IPL 2020.

Three out of the Top 5 categories in Celebrity Endorsement belonged to the E-Commerce sector during IPL 2021 (29 matches). The Top 5 categories and advertisers accounted for 47% and 34% share of Celebrity ad volumes, respectively, in IPL 2021.

During the 29 matches, the number of categories decreased by 6% in IPL 2021, as compared to IPL 2020.