The TAM Sports Celebrity Endorsement Report for IPL 16 for 29 matches is out. And the results are quite surprising.
When compared with 29 matches from the previous season, the ad-volume share of celebrity-endorsed ads witnessed a surge of 36%. In this, film actors held the highest share of
52% of ad volumes, followed by a share of 40% held by sportspersons, together accounting for 90% of ad volume share.
Also, the recorded ratio of celebrity-endorsed ads to non-celebrity-endorsed ads in 29 matches in the current season is 75:25, while the entire last season of IPL recorded a
the ratio of 53:47.
Celebs who topped the charts according to the report
Among film actors, Aamir Khan topped the charts with a 10% share, followed by Ranveer Singh with 7%.
Virat Kohli, Amitabh Bachchan, and Akshay Kumar secured the third spot with 6% each.
Among sportspersons, Virat Kohli secured the numero uno place with a 16% share, followed by Rohit Sharma t 12%, Yuvraj Singh at 9%, and Hardik Pandya at 8%. Sourav Ganguly came fifth with a &% share.
Virat Kohli, Rohit Sharma, Amitabh Bachchan, and Ranveer Singh were four common celebrities in the previous and current seasons.
The overall sports celebrity count in this season has lowered when compared with the previous season. The 15th season had more than 50 celebrity endorsers, out of which 22 were sportspersons. This season there are more than 40 celebrity endorsers and more than 20 sports celebrities.
Top Categories and Advertisers
The top five categories endorsed by celebrities were ecom gaming, pan masala, chocolates, ecom-products and services, and aerated soft drinks.
The top five advertisers were Sporta Technologies, Vishnu Packaging, K P Pan Foods, Playgames 24*7, and Cadbury’s India.