New Delhi: A new report from TAM AdEx reveals that 32% of advertisements aired on television between January and June 2024 were endorsed by celebrities. Akshay Kumar topped the charts as the most visible star, with an average screen time of 22 hours per day, followed by Shahrukh Khan at 20 hours, and Amitabh Bachchan at 16 hours, all through TV sponsorships.
The report also shows that film stars dominated the advertising space, contributing over 75% of the total celebrity endorsements during this period. Athletes followed with 14%, while television stars accounted for 11% of endorsements.
When compared to the same period in 2022, the number of celebrity-endorsed ads dipped in 2023 but remained steady in the first half of 2024. The top three sectors most frequently endorsed by celebrities were food and beverages, personal care/hygiene, and household products. Male celebrities led the food and beverage endorsements, representing 60% of the total, while female celebrities dominated the personal care and hygiene sector with 65% of endorsements.
Among product categories, 38% of celebrity ad volumes were concentrated in the top 10 sectors. Interestingly, the ‘Toilet/Floor Cleaners’ category was the highest, accounting for 8% of total celebrity ad volumes. In a surprising trend, ‘Ecom-Gaming’ emerged as the top category for which the highest number of celebrities from various fields endorsed brands, followed by the ‘Spices’ category.
Akshay Kumar’s prominence was unmatched, with an average visibility of 22 hours per day across channels. Shahrukh Khan followed closely with 20 hours, and Amitabh Bachchan with 16 hours per day through their various TV sponsorships. Cricketer MS Dhoni led the pack with the most brand endorsements, totaling 42 in the first half of 2024, up from 32 in 2023. He was followed by Amitabh Bachchan with 41 endorsements, Shahrukh Khan with 34, and Kareena Kapoor with 31.
In terms of celebrity couples, more than 40% of the ads were endorsed by the top three duos—Ranbir Kapoor/Alia Bhatt, Akshay Kumar/Twinkle Khanna, and Amitabh Bachchan/Jaya Bachchan. The top two couples, Ranbir-Alia and Akshay-Twinkle, endorsed 31 and 29 brands respectively during the first half of the year.
