TAM AdEx: Celebrity-Endorsed Ads Surge by 10% in H1 2024; Akshay Kumar Tops Visibility Charts
TAM AdEx’s Half-Yearly Celebrity Endorsement Report for 2024 reveals a significant 10% growth in celebrity-endorsed advertisements compared to the first half of 2023, marking a robust rebound in this space.
Film Stars Dominate Endorsements
Film stars maintained their commanding presence in celebrity endorsements, accounting for an overwhelming 75% of all celebrity-endorsed ads. Akshay Kumar emerged as the standout figure, leading the visibility rankings with an average of 22 hours per day through his TV advertisements.
Celebrity vs. Non-Celebrity Ads
Between January and June 2024, celebrity endorsements featured in 32% of all TV advertisements. Within this segment, film stars comprised 75%, with actors and actresses contributing 42% and 33%, respectively. Athletes followed at 14%, while TV stars made up 11%, divided into 7% for actresses and 4% for actors.
Sectoral Distribution of Ads
More than half of celebrity-endorsed ads were concentrated in the top three sectors: Food & Beverages (28%), Personal Care/Personal Hygiene (15%), and Household Products (11%). Other notable sectors included Building Materials/Equipment (8%), Hair Care (6%), Laundry and Personal Healthcare (5% each), and Banking/Finance/Investment (4%).
Gender Dynamics in Endorsements
A 60:40 male-to-female endorsement ratio was observed across the top 10 sectors. Male celebrities predominantly endorsed Food & Beverages, while Personal Care/Personal Hygiene saw more endorsements by female stars.
Top Categories and Celebrity Participation
The top 10 ad categories accounted for 38% of celebrity ad volumes. The ‘Toilet/Floor Cleaners’ category led with an 8% share, while ‘Ecom-Gaming’ emerged as the top category for the number of celebrities endorsing brands, boasting 45 stars from various professions.
Most Visible Stars and Rising Endorsers
Akshay Kumar and Shahrukh Khan were the most visible endorsers, with 22 and 20 hours of daily visibility, respectively. Other top endorsers included M.S. Dhoni, Amitabh Bachchan, Kareena Kapoor, Kiara Advani, and Madhuri Dixit, many of whom endorsed more brands in 2024 than in 2023.
Celebrity Couples Steal the Spotlight
Celebrity couples played a significant role, with the top three pairs—Ranbir Kapoor/Alia Bhatt, Akshay Kumar/Twinkle Khanna, and Amitabh Bachchan/Jaya Bachchan—endorsing 40% of all couple-backed ads. The top two couples alone endorsed 31 and 29 brands, respectively.
With this rise in celebrity-driven endorsements, the report reaffirms the unparalleled influence of star power in driving brand visibility and consumer engagement across India.
