In a dynamic landscape where celebrity endorsements wield influence, TAM AdEx’s recent Celebrity Endorsement report for H1 2023 has unveiled some intriguing insights. The data sheds light on how celebrity associations shape advertising trends and capture consumer attention.
Exploring the Report Highlights
The report delves into various facets, including the Most Visible Celebrity through Endorsement, the Quantum of Sector, Categories, and Brands endorsed, and the evolving advertising landscape. As India witnesses a steady surge in celebrity endorsements, brands are challenged to captivate audiences in an increasingly crowded market. Marketers acknowledge that celebrity brand ambassadors enhance consumer recall, making it a potent strategy.
Key Findings from the Report
The report’s findings reveal noteworthy trends. Film stars took the lead, contributing over 80% of advertising in H1 2023, followed by Sports Personalities and Television stars with 11% and 6% contributions, respectively. Celebrity endorsements demonstrated a 21% growth in share during Jan-Jun’22 compared to the same period in 2021. However, a 10% decrease was observed when comparing the figures from Jan-Jun’23 to Jan-Jun’22.
The Power of Celebrity Endorsements
Over 50% of endorsed ads fell under the Food & Beverages, Personal Care/Personal Hygiene, and Household Products sectors. An interesting observation was that a significant number of endorsements hailed from the Ecom-Gaming realm. Among the prominent figures, Akshay Kumar emerged as the beacon with an average visibility of 31 hours per day across channels. He was followed by Amitabh Bachchan, whose presence resonated for 21 hours per day through TV sponsorships.
Amitabh Bachchan Leads Celebrity Endorsements
Amitabh Bachchan and former Indian cricket captain MS Dhoni have proven their prowess in the realm of celebrity endorsements. Bachchan’s remarkable 40 brand endorsements during the Jan-Jun’23 period highlight his sought-after appeal for brands aiming to make a significant impact.
Likewise, Dhoni’s impressive tally of 32 endorsements in the same period showcases his versatile charm that resonates with diverse brands and audiences. The report underscores their enduring influence in bridging the gap between brands and consumers, reshaping the advertising landscape, and emphasizing the potency of well-matched endorsements in capturing attention and fostering loyalty.
The Influence of Celebrity Couples
A unique aspect highlighted was the prevalence of celebrity couples in endorsements. More than 40% of ads were endorsed by celebrity couples such as Akshay Kumar/Twinkle Khanna, Amitabh Bachchan/Jaya Bachchan, and Anushka Sharma/Virat Kohli.
In the realm of celebrity endorsements, the TAM report underscores the symbiotic relationship between influencers and brands. As the industry evolves, it is clear that the charisma of celebrities continues to shape consumer preferences and brand perceptions.
Also Read: Top 10 Most Popular Celebrity Endorsers In 2022: AdEx Tam
