Celebrity-endorsed ads grew by 60% in 2022, as compared to 2020, according to a Tam AdEx report.
Media research company Tam AdEx has compiled a ‘Celebrity Endorsement Report’ on the various aspects of celebrity endorsement on television in 2022. The report defines ‘celebrity’ as a prominent personality in films, TV and sports, with a significant following.
The report found that there was an 11% volume increase in ads that featured celebs in 2022, as compared to 2021. Celebrity-endorsed ads grew by 60% in 2022, as compared to 2020.
In the celeb category, film stars held an 80% share of advertising in 2022, followed by sports personalities at 11% and TV stars (4%).
Actor Akshay Kumar was the most visible celeb endorser in 2022, followed by Vidya Balan and Amitabh Bachchan. Cricketer MS Dhoni endorsed the maximum number of brands in 2022.
Celebs like Kiara Advani, Shraddha Kapoor and Virat Kohli slipped out of the top 10 celeb endorser list in 2022.
The report highlighted that MS Dhoni was the top visible sports person and celebrity among all professions to endorse the maximum number of brands in 2022. Celebrity couples made up 50% ads and were endorsed by the top three celebrity couples – Akshay Kumar/Twinkal Khanna, Ranbir Kapoor/Alia Bhatt and Amitabh Bachchan/Jaya Bachchan.
As per the report, the highest ad volumes were registered during March last year. More than 50% of the ads endorsed by celebrities fall under Top 3 sectors and 82% of the ads fall under Top 7 Sectors including F&B, Services and Personal Care/Personal Hygiene.
F&B and Services were dominated with ads endorsed by male celebrities. Ecom-Gaming was the top category for which maximum celebrities from different professions endorsed brands under it.
