MUMBAI: TAM Sports has released the TAM Sports-Celebrity Endorsement Report – IPL 2024 Update 1, which has analysed data from the first 37 games of this year’s 17th edition of the Tata Indian Premier League, and for all the channels on which matches were telecast, and how it compares with IPL 16.
Points covered in the report
· Indexed Ad Volume Growth of Celebrity Endorsement – IPL 17 vs. IPL 16
· Share of Celebrity vs. non celebrity endorsed ads – IPL 17
· Share of Celebrity endorsed Ads by Profession
· Top 5 Celebrities: Overall and Sports – IPL 17 v. IPL 16
· Top 5 Categories and Advertisers using Celebrity for endorsement.
Ad volumes of celebrity endorsed ads
1. Ad Volume Growth
In the 17th edition of the IPL, there was a 23% decline in the volume share of ads endorsed by celebrities compared to the previous season, spanning 37 matches.
2. Profession
During IPL 17, Sports Personalities claimed the larger portion of brand endorsements, representing 50% of ad volumes, with Actors from the film industry following behind at 36%
3. Top Celebrity
In the analysis of the initial 37 Matches, Shahrukh Khan ascended to the zenith in IPL 17, whereas Aamir Khan reigned supreme in IPL 16.
4. Sectors
During IPL 17, two out of the top five categories that were endorsed by celebrities belonged to the F&B sector.
In IPL 17 (37 Matches), there was a decline of 23% in the share of celebrity-endorsed ads compared to the previous season.
Ratio of Celebrity Endorsed Ads Vs Non-Celebrity Endorsed Ads:
IPL 16 – 75:25
IPL 17 – 61:39
Sports Person and Film Actor together accounted more than 85% ad volume share of the total celebrity endorsed ads
Among all professions, Sports Person led in brands’ endorsement with 50% share of ad volumes, followed by Film Actor with 36% share during IPL 17
Overall no. of Celebrities – Up 45% in IPL 17 (60+) Vs IPL 16 (45+)
No. of Sports Celebrities – Up 41% in IPL 17 (25+) Vs IPL 16 (20+)
In IPL 17 and IPL 16, Shahrukh Khan and Aamir Khan are in first place respectively
>Shahrukh Khan was on top with 12% share of ad volumes during first 37 Matches of IPL 17.
>Out of 37 Matches played in both IPL 16 and IPL 17, only one of top five celebrity was present in both seasons’ overall celebrity list.
>Among the Top 5, Hardik Pandya was common Sports Celebrity on both IPL 17 and IPL 16.
Overall
IPL 17
Top 5 Celebrities
Shahrukh Khan [4] 12%
Ajay Devgan [2] 7%
Virendra Sehwag [3] 4%
Ravichandran Ashwin [1] 4%
Hardik Pandya [1] 4%
IPL 16
Top 5 Celebrities % Share
Aamir Khan [1] 10%
Ranveer Singh [3] 6%
Akshay Kumar [2] 6%
Shahrukh Khan [2] 6%
Virat Kohli [5] 6%
Sports
IPL 17
Top 5 Sports Celebrities
Virendra Sehwag [3] 7.5%
Hardik Pandya [1] 7.4%
Ravichandran Ashwin [1] 7.4%
K L Rahul [1] 7.4%
Rishabh Pant [2] 6.5%
IPL 16
Virat Kohli [5] 15%
Rohit Sharma [2] 13%
Yuvraj Singh [2] 9%
Hardik Pandya [2] 8%
Jasprit Bumrah [1] 7%
2 out of Top 5 categories Endorsed by Celebrity belonged to F&B sector during IPL 17
>Top 5 categories and advertisers accounted more than 75% and 65% ad volumes share of Celebrity endorsed ads in IPL 17.
Top 5 Categories – Total 25+
Ecom-Gaming
Pan Masala
Aerated Soft Drink
Face Wash
Paints
Top 5 Advertisers – Total 30+
Sporta Technologies (Dream11)
Vishnu Packaging
K P Pan Foods
Playgames 24*7 (Games 24×7)
Coca Cola India
