MUMBAI: TAM Sports has released the Second update – TAM Sports-Celebrity Endorsement Report, which has analysed data till match 55 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 55 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 6% in comparison to the previous season.
Profession
In IPL 16, Film Actors held the highest share of brand endorsements, accounting for 51% of the ad volumes, followed by Sports Persons at 40%.
Celebrity
Ranveer Singh topped IPL 15 while Aamir Khan emerged topper in IPL 16.
Sector
During IPL 16, three out of the top five categories that were endorsed by celebrities belonged to the F&B sector.
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 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
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 30% and 27% respectively during IPL 16
In IPL 16 and IPL 15, Aamir Khan and Ranveer Singh are in first place respectively
>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 in both IPL 16 and IPL 15
Top 5 Celebrities IPL 16 & 15
IPL 16
Aamir Khan 10%
Akshay Kumar 7%
Shahrukh Khan 7%
Ajay Devgan 6%
Virat Kohli 5%
IPL 15
Ranveer Singh 8%
Shahrukh Khan 8%
Amitabh Bachchan 6%
M S Dhoni 5%
Aamir Khan 5%
Top 5 Sports Celebrities IPL 16 & 15
IPL 16
Virat Kohli 13%
Rohit Sharma 11%
Hardik Pandya 9%
Yuvraj Singh 8%
Jasprit Bumrah 7%
IPL 15
M S Dhoni 15%
Rohit Sharma 13%
Virat Kohli 8%
Shikhar Dhawan 6%
K L Rahul 6%
3 out of Top 5 categories Endorsed by Celebrity belonged to F&B sector during IPL 16
>Top 5 categories and advertisers accounted more than 75% and 65% ad volumes share of Celebrity endorsed ads in IPL 16.
Top 5 Categories – Total 25+
Pan Masala
Ecom-Gaming
Chocolates
Aerated Soft Drink
Ecom-Auto Products & Services
Top 5 Advertisers – Total 35+
Sporta Technologies
Vishnu Packaging
K P Pan Foods
Cadburys India
Playgames 24*7
