Overall number of celebrity endorsements drop by 17% in IPL 15: TAM Sports

After 39 matches in the ongoing Season 15 of the Indian Premier League (IPL), an 8% growth is seen in the share of celebrity endorsed ads over the previous season, as per TAM Sports’ analysis of celebrity endorsement during IPL 15. However, when compared to IPL 14, the overall number of celebrities has seen a drop of 17%.

According to TAM Sports data, Celebrity-endorsed advertising accounted for 53% of the total ad volume in IPL 15 (39 matches). Share of Non-Celebrity endorsed ads in IPL 15 saw a slight rise, as compared to IPL 14.

Among all professions, Film Actors led in brands’ endorsement, with 47% share of the ad volumes, followed by Sports Persons with 37% share during IPL 15. Film Actors and Sports Persons together accounted for 85% of the ad volume share of the total celebrity endorsed ads. Share of Film Actors endorsed ads per channel grew by 5% in IPL 15, compared to IPL 14. On the other hand, the number of Sports personalities grew by 14% during 39 matches of IPL 15, compared to IPL 14.

Actor Ranveer Singh is on top with 9% share of the ad volumes during matches of IPL 15, followed by Shah Rukh Khan, Amitabh Bachchan, MS Dhoni and Aamir Khan. In both IPL 15 and IPL 14, Ranveer Singh and MS Dhoni are still in first place. Three out of the Top 5 overall Celebrities were common in 39 matches of both IPL 15 and IPL 14. Among the Top 5, MS Dhoni, Virat Kohli and Rohit Sharma were common Sports Celebrities on both IPL 15 and IPL 14.

Three out of the Top 5 categories endorsed by Celebrity belonged to the E-Commerce category during IPL 15. Pan Masala was the second category to see the most number of Celebrity endorsements. The Top 5 categories and advertisers accounted for 66% and 48% share of the Celebrity ad volumes, respectively, in IPL 15.

The Top 5 Advertisers in terms of Celebrity endorsements were:

KP Pan Foods
Sporta Technologies
Vishnu Packaging
Dreamplug Technologies
AMFI (Association of Mutual Funds in India)