The latest TAM AdEx report has uncovered the continued dominance of Bollywood celebrities in television advertisements, with stalwarts like Akshay Kumar and Amitabh Bachchan leading the charge.
According to the report, Akshay Kumar maintains his stronghold as the most visible celebrity in TV ads, while the legendary Amitabh Bachchan tops the charts for endorsing the highest number of brands.
Despite a surge in ad volumes during the October-December 2023 quarter, spurred by the Cricket World Cup and festive season, only 28% of televised ads featured celebrity endorsements. This indicates a growing challenge for brands in capturing consumers’ attention amidst a cluttered advertising landscape.
However, marketers remain steadfast in their belief that celebrity endorsements drive consumer recall, leveraging the enduring allure of movie stars, sports icons, and television personalities.
While there was a slight increase in the number of celebrity-endorsed ads compared to 2021, the figures dipped compared to previous years, signaling a shift in advertising trends.
The report delves into various aspects of celebrity endorsements on TV, including the dominance of film stars who accounted for over 80% of ad appearances in 2023. Sports personalities and television stars followed closely behind, capturing 12% and 7% of the advertising scene, respectively.
The food & beverages sector emerged as the leader in celebrity endorsements, with more than half of all celebrity-endorsed ads originating from the top three sectors and over three-fourths from the top seven.
Interestingly, male celebrities outnumbered their female counterparts in ad appearances, with male film actors featuring in 42% of ads compared to 39% for actresses. However, there was a balanced representation of male and female celebrities across the top 10 sectors, with notable figures like Alia Bhatt, Anushka Sharma, and Ranveer Singh making their mark.
With an average visibility of 29 hours per day, Akshay Kumar stole the spotlight as the most visible celebrity endorser, closely followed by Amitabh Bachchan with 16 hours per day. The top 10 list featured a mix of male and female celebrities, with newcomers like Sara Ali Khan and Virat Kohli making their mark alongside industry veterans.
Amitabh Bachchan emerged as the top celebrity endorser in terms of brand endorsements, showcasing the enduring influence of Bollywood icons in the advertising realm. With several celebrities endorsing more brands in 2023 compared to previous years, it’s clear that Bollywood’s influence in advertising shows no signs of waning.
