According to TAM Media Research AdEx India, reports show that Akshay Kumar, with an average visibility of 33 hours in a day across all channels being viewed, has topped the list of the most visible celebrities list. Soon to follow behind him is Kiara Advani who is visible 18 hours a day through the endorsements done on TV.
Celebrity couples are quite visible on TV when it comes to brand endorsements and this year, more than 50 percent of ads were endorsed by primarily two celebrity couples- Akshay Kumar and Twinkle Khanna with 39 brands and Saif Ali Khan and Kareena Kapoor Khan with 19 brands. Virat-Anushka and Deepika-Ranveer too follow in line soon behind.
Sports Celebrities
When it comes to the sports category, Virat Kohli definitely left his mark on the audience. With a 26 percent share in ads, he was followed by Dhoni at 23 percent. Kapil Dev follows suit.
However, there were 45 male sports celebrities who appeared in these ads while only 8 female sports celebrities were seen on screen between a period of January to June. Of these, Mithali Raj topped the list and was followed by Saina Nehwal on the second position.
The role of brand endorsements
The visibility of a celebrity is particularly defined by the number of brands he or she endorses. For instance, Akshay Kumar endorses 36 brands in total which are 10 more than the previous year. Kiara too has increased her bucket by 10 more brands this year. Alia Bhatt has been the only one who has remained at 18 endorsements from last year whereas Virat Kohli, Roshan and Shraddha Kapoor dropped to 19,9 and 4 brands respectively as opposed to the 28,12 and 5 brand endorsements that they held last year.
It’s safe to say that the number of endorsements and the ads thus being replicated on the small screen are the ones that define how much visibility a celebrity will garner.
Channel Preferences
The news channel genres have proved to be the most preferred channels by celebrity advertisers with a 30 percent share. The ones to follow were GEC at 26 percent, Movies at 23 percent, Music at 14 percent and Kids channels at 3 percent.
The ads being telecasted on the television populate an 85 percent share of advertising by celebrities, particularly in the months of January till June this year. Sports celebrities follow suit at 12 percent and 3 percent share goes to TV Stars. Food and beverages have emerged to be the top sector for celebrity endorsed ads with a 26 percent share. Personal Care/Personal hygiene is at a 20 percent share.
