Virat Kohli leads sports celebs with 18% share of ads during ICC T20 WC 2021: TAM AdEx

Celebrity endorsement during the ICC T20 World Cup 2021 saw a significant rise, as per TAM AdEx report. According to the report, during ICC T20 WC’21, share of celebrity endorsed ads was 56% of the total ad volume, compared to that for ICC T20 WC’16, which was at 39%. Average Ad Volumes/ Channel for celebrity endorsed ads was up by 80% in ICC T20 WC’21, compared to ICC T20 WC’16. 

During ICC T20 WC’21, the overall number of celebrities saw a significant rise of 33%, compared to ICC T20 WC’16. Count of advertisers utilising celebrity endorsement increased by 17% during ICC T20 WC’21, compared to ICC T20 WC’16. Film Actor and Sports Personality together accounted for 82% ad volume share of the celebrity endorsed ads in ICC T20 WC’21. 

Number of Sports personalities grew by 111% during ICC T20 WC’21 compared to ICC T20 WC’16. Share of the ads with Sports Personality grew from 16% to 29% with more than 3 times growth in per channel ad volumes. 

Among the Sports Personalities, Virat Kohli was leading the list with 18% share and endorsed for 5 advertisers. Shahrukh Khan was the top celebrity, with 14% share of the ad volumes during ICC T20 WC’21. Ajay Devgan was the only common celebrity among the Top 5 list for ICC T20 WC 2016 and 2021. Among the Top 5 Sports Personalities, Virat Kohli and Rohit Sharma were common in both the ICC T20 WC tournaments. 

Three out of the Top 5 categories endorsed by celebrities belonged to the E-Commerce sector during ICC T20 WC’21. The Top 5 categories and advertisers accounted for 66% and 51% share of celebrity ad volumes, respectively, in ICC T20 WC 2021. Vishnu Packaging, Dreamplug Technologies (Cred), FX Mart  (Phonepe), Reliance Retail, and Think & Learn were the Top 5 advertisers using celebrity endorsers. 

Media
@adgully

News in the domain of Advertising, Marketing, Media and Business of Entertainment