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Film actors lead in brands’ endorsement with 51% share of ad volumes in IPL 2023: TAM

During IPL 2023, three out of the top five categories that were endorsed by celebrities belonged to the F&B sector.

By  Storyboard18May 25, 2023 6:09 PM
Film actors lead in brands’ endorsement with 51% share of ad volumes in IPL 2023: TAM
Among the top 5, Virat Kohli and Rohit Sharma were common sports celebrities in both IPL 16 and IPL 15.

A TAM report stated that during IPL 2023, three out of the top five categories that were endorsed by celebrities belonged to the F&B sector.

The ad volume share of celebrity endorsed ads experienced a growth of 6% in comparison to the previous season, across 55 matches. Film actors held the highest share of brand endorsements, accounting for 51% of the ad volumes, followed by sports persons at 40%.

When comparing first 55 matches, Ranveer Singh topped IPL 15 while Aamir Khan emerged topper in IPL 16.

Among all professions, film actors led in brands’ endorsement with 51% share of ad volumes, followed by sports persons with 40% share during IPL 16. Share of film actors and sports person endorsed ads per channel grew in IPL 16 by 16% and 17% respectively compared to IPL 15.

Aamir Khan was on top with 10% share of ad volumes during first 55 matches of IPL 16. Out of 55 matches played in both IPL 15 and IPL 16, two of the top five celebrities were present in both seasons' overall celebrity list. Among the top 5, Virat Kohli and Rohit Sharma were common sports celebrities on both IPL 16 and IPL 15.

Pan Masala, e-com gaming, aerated soft drinks were amonst the top advertisers.

First Published on May 25, 2023 6:06 PM