Film stars contributed over 75% of advertising during the first half of 2024, followed by athletes and television stars, who contributed 14% and 11%, respectively, according to TAM AdEx- Celebrity Endorsement Report Half Yearly 2024.
From January to June 2024, 32% share of the ads telecast on TV were endorsed by celebrities.
When compared to January to June 2022, celebrity-endorsed ads decreased during the same period in 2023, whereas during the first half of 2024, it was almost the same ad volumes.
Meanwhile, more than 50% of the ads endorsed by celebrities fall under the top three sectors and more than 3/4th of the ads fall under the top seven sectors.
Food and Beverages, Personal Care/Personal Hygiene, and Household Products were the top three sectors from January to June 2023-2024.
During the first half of 2024, the top two sectors, namely Food and Beverages and Personal Care/Personal Hygiene were dominated by commercials backed by Male celebrities and Female celebrities respectively.
Furthermore, five out of the top 10 categories were from the Food and Beverages sector. The top 10 categories accounted for a 38% share of celebrity ad volumes whereas Toilet/Floor Cleaners was the top category with an 8% share of celebrity ad volumes from January to June 2024.
The report stated that Ecom-Gaming was the top category for which most celebrities from different professions endorsed brands, this was followed by the Spices category.
Akshay Kumar was the most visible star, with an average visibility of 22 hours per day across all channels, followed by Shahrukh Khan with 20 hours per day through TV sponsorships. There were six male and four female celebrities in the top 10 list
During H1 2024, six of the top 10 celebrities, including M S Dhoni, Amitabh Bachchan, Shahrukh Khan, Kareena Kapoor Khan, Kiara Advani, and Madhuri Dixit sponsored more firms than H1 2023. Moreover, three out of the top 10 celebrities were from the Sports profession.
More than 40% of ads were endorsed by the top three celebrity couples- Ranbir Kapoor and Alia Bhatt, Akshay Kumar and Twinkle Khanna, also Amitabh Bachchan and Jaya Bachchan and the top two couples had endorsed 31 and 29 brands respectively during the first half of 2024.
