Share of celeb ads in IPL 2021 at 57% of total ad volumes; Ranveer Singh leads: TAM Sports

Share of celebrity endorsed ads in IPL 2021 (all 60 matches) was 57% of the total Ad Volumes, a 19% rise in share over previous season, reveals an analysis by TAM Sports of commercial advertising across 27 Star Network channels for IPL 14 and 24 Star channels for IPL 13. In comparison, share of celebrity endorsed ads in IPL 13 was 48%. On the other hand, non-celebrity endorsed ads in IPL 14 was 17% lesser, compared to IPL 13 post tournament completion.

Among all professions, Film Actors led in brands’ endorsement with 47% share of ad volumes, followed by Sports Persons with 39% share during IPL 14. Film Actors and Sports Persons together accounted for 85% ad volume share of the total celebrity endorsed ads. In comparison, share of Film and TV Actress endorsed ads in IPL 14 was just 14%.

During IPL 14, overall number of Celebrities saw a significant rise of 31%, compared to IPL 13. Number of Sports personalities grew by 38% during the 60 matches of IPL 14, compared to IPL 13. Count of brands increased by 21% and advertisers grew by 29% in 60 matches of IPL 14.

Ranveer Singh was on top with 11% share of ad volumes during matches of IPL 14. Four out of Top 5 overall Celebrities were common in 60 matches of both IPL 14 and IPL 13. Among the Top 5, MS Dhoni and Virat Kohli were the Top 2 Sports Celebrities in both IPL 14 and IPL 13.

Three out of the Top 5 categories endorsed by Celebrity belonged to the E-Commerce sector during IPL 14. The Top 5 categories – Pan Masala, Ecom-Gaming, Ecom-Wallets, Ecom-Education, Corporate-Financial Institute – and advertisers – Dreamplug Technologies, Sporta Technologies, KP Pan Foods, Vishnu Packaging, AMFI (Association of Mutual Funds In India) – accounted for 49% and 36% share of Celebrity ad volumes, respectively, in IPL 14. During 60 matches, the number of categories increased by 2% in IPL 14 compared to IPL 13.