CELEBRITY-ENDORSED advertising accounted for a smaller share of commercial volumes on Connected TV (CTV) than on traditional linear television during the 19th edition of the Indian Premier League (IPL), according to the latest TAM Sports report.
The study found that the share of celebrity-endorsed advertisements on CTV declined by 24% compared with Linear TV across all live IPL 19 matches, indicating that advertisers relied relatively less on celebrities on connected television platforms than on conventional TV broadcasts.
Film stars continued to dominate celebrity advertising across both platforms. They contributed more than 75% of celebrity-endorsed ad volumes on Linear TV and over 50% on Connected TV, making them the most influential category of celebrity endorsers during the tournament.
The report also highlighted a difference in the mix of personalities featured across platforms. Only film stars appeared in celebrity-endorsed commercials on Linear TV, while both film stars and sports personalities** were visible on Connected TV, suggesting a broader representation of celebrities in digital television advertising.
In terms of advertiser overlap, the analysis found that three advertising categories and two advertisers were common across both Linear TV and Connected TV during IPL 19, reflecting a degree of consistency in brand presence while also underscoring differences in platform-specific advertising strategies.
The findings form part of TAM Sports’ broader analysis of advertising trends during IPL 19. The report also noted that overall celebrity-endorsed advertising on television increased significantly during the season, with such commercials accounting for 61% of total TV ad volumes, even as film stars remained the dominant faces for brands seeking visibility during India’s biggest sporting event.
