Celebrity presence in IPL 18 ads drops 13%: TAM Sports
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The influence of celebrities in television advertising during the 18th season of the Indian Premier League IPL ) witnessed a notable dip, according to a new report by TAM Sports, a division of TAM Media Research.The analysis, based on ad volumes from all live matches of IPL 18, reveals a 13% decline in celebrity-endorsed advertisements compared to the previous season. JioStar is the official TV and digital rights partner of the IPL.Pertinently, the overall ratio of celebrity to non-celebrity ads shifted as well. While celebrity endorsements made up 59% of ads in IPL 17, the share dropped to 53% in IPL 18, indicating a strategic diversification by advertisers driven by cost and creative considerations.Despite the overall dip, celebrities continued to play a dominant role in advertising strategies. Film actors led the charge, accounting for 50% of the total ad volume, followed by sports personalities at 32%.Together, these two groups represented more than 80% of the total celebrity-endorsed ad space.Shah Rukh Khan maintained his reign as the most prominent celebrity endorser for the second year in a row. His share of ad volumes, however, decreased from 13% in IPL 17 to 8% in IPL 18. He was followed by Ananya Panday (7%), Laksh Lalwani (6%), M S Dhoni (5%), and Ajay Devgan (5%).The top categories included Ecommerce gaming, pan masala, biscuits, corporate-financial institute, and paints. Notably, Sporta Technologies and Parle Biscuits were among the top advertisers leveraging celebrity endorsements.The report also found a shift in the celebrity mix as the number of celebrities featured declined, with over 60 personalities appearing in IPL 18 compared to more than 75 in IPL 17. Sports celebrities saw a steeper fall, dropping from 35 to just over 15 this season.Among sports figures, M S Dhoni continued to be a reliable face for brands, holding a 17.3% share among all sports celebrity-endorsed ads. He was followed by Rohit Sharma , Surya Kumar Yadav, Yashasvi Jaiswal, and Mohammed Siraj.
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