In the 18th edition of the IPL, there was a 2% increase in the volume share of ads endorsed by celebrities compared to the previous season, spanning 37 matches, according to TAM Sports-Celebrity Endorsement Report – IPL 18.
As per the report, compared to IPL 17, IPL 18 witnessed a decline in the overall number of celebrity endorsers and also in the count of sports celebrities. During IPL 18, film actors claimed the larger portion of brand endorsements, representing 41% of ad volumes, while sport personalities added 35% share of ad volumes.
In the analysis of the initial 37 matches, Shahrukh Khan reigned supreme in IPL 17, whereas Ananya Panday ascended to the top in IPL 18.
During IPL 18, two out of the top five categories that were endorsed by celebrities belonged to the F&B sector. Additionally, 2 out of Top 5 categories endorsed by celebrities belonged to the F&B sector during IPL 18, according to the report.
Top 5 categories and advertisers accounted for more than 70% and 60% ad volumes share of celebrity endorsed ads respectively in IPL 18.
