Celebrity endorsed ads in IPL 16 up 6% after 55 matches: TAM Sports
During the 16th edition of the Indian Premier League (IPL), the ad volume share of celebrity endorsed ads experienced a growth of 6% in comparison to the previous season, across 55 matches, as per TAM Sports data.
Among all professions, Film Actors led in brands’ endorsement with 51% share of the ad volumes, followed by Sportspersons with 40% share during IPL 16.
Share of Film Actors and Sportsperson endorsed ads per channel grew in IPL 16 by 16% and 17%, respectively, compared to IPL 15.
Film Actor and Sportsperson together accounted for more than 90% of the ad volume share of the total celebrity endorsed ads.
However, while level of exposure of celebrities on television has risen, the count of Overall and Sports Celebrities has waned in IPL 16 over IPL 15. As per TAM Sports data, when compared to IPL 15, the number of overall and sports Celebrities decreased by 30% and 27%, respectively, during IPL 16.
In both IPL 16 and IPL 15, Aamir Khan and RanveerSingh are in first place, respectively. Aamir Khan was on top with 10% share of the ad volumes during the first 55 matches of IPL 16.
Out of the 55 matches played in both IPL 15 and IPL 16, two of the top five celebrities were present in both seasons’ overall celebrity list.
Among the Top 5, Virat Kohli and Rohit Sharma were common Sports Celebrities on both IPL 16 and IPL 15.
Three out of the Top 5 categories endorsed by Celebrities belonged to the F&B sector during IPL 16 – Pan Masala, Chocolates and Aerated Soft Drink. The Top 5 categories and advertisers accounted for more than 75% and 65%, respectively, of the ad volumes share of Celebrity endorsed ads in IPL 16.