MUMBAI: TAM Sports has released the FINAL update – TAM Sports-Celebrity Endorsement Report, which has analysed data for all matches of this year’s 16th edition of the Tata Indian Premier League, and for all the channels on which matches were telecast, and how it compares with IPL 15.
Count of channels during IPL 16 are 25 and during IPL 15 it was 21.
The points (for ALL Matches) that are covered in this report include:
· Indexed Ad Volume Growth of Celebrity Endorsement – IPL 16 vs. IPL 15
· Share of Celebrity vs. non celebrity endorsed ads – IPL 16
· Share of Celebrity endorsed Ads by Profession
· Top 5 Celebrities: Overall and Sports – IPL 16 v. IPL 15
· Top 5 Categories and Advertisers using Celebrity for endorsement.
Ad Volume Growth
During the 16th edition of the IPL, the ad volume share of Celebrity endorsed ads experienced a growth of 8% in comparison to the previous season across all matches.
Profession
In IPL 16, Film Actors held the highest share of brand endorsements, accounting for 49% of the ad volumes, followed by Sports Persons at 41%.
Celebrity
When comparing all matches, Aamir Khan topped in IPL 16 while Shahrukh Khan was the topper in IPL 15.
Sectors
During IPL 16, 2 out of Top 5 categories Endorsed by Celebrity belonged to F&B, other 2 categories were from Services and 1 from Building, Industrial & Land Materials/Equipments.
In IPL 16 (All matches), there was an increase of 8% in the share of celebrity-endorsed ads compared to the previous season
Ratio of Celebrity Endorsed Ads : Non-Celebrity Endorsed Ads:
IPL 15 – 54:46
IPL 16 – 69:31
Film Actors and Sports Persons together accounted more than 90% ad volume share of the total celebrity endorsed ads
>Among all professions, Film Actors led in brands’ endorsement with 49% share of ad volumes, followed by Sports Persons with 41% share during IPL 16.
>Share of Film Actors and Sports Person endorsed ads per channel grew in IPL 16 by 9% and 32% respectively compared to IPL 15
While level of exposure of celebrities on television has risen, the count of Overall & Sports Celebrities waned in IPL 16 over IPL 15
>When compared to IPL 15, number of overall and sports Celebrities decreased by 29% and 21% respectively during IPL 16
In IPL 16 and IPL 15, Aamir Khan and Shahrukh Khan are in first place respectively
>Aamir Khan was on top with 9% share of ad volumes during IPL 16.
>During all 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, Rohit Sharma and Hardik Pandya were common Sports Celebrities on both IPL 16 and IPL 15.
2 out of Top 5 categories Endorsed by Celebrity belonged to F&B and other 2 categories were from Services sector during IPL 16
>Top 5 categories and advertisers accounted 75% and 67% ad volumes share of Celebrity endorsed ads in IPL 16
Top 5 Categories – Total 30+
Pan Masala
Ecom-Gaming
Ecom-Auto Products & Services
Chocolates
Paints
Top 5 Advertisers – Total 35+
Sporta Technologies
Vishnu Packaging
K P Pan Foods
Valuedrive Technologies
Cadburys India
