MUMBAI: TAM AdEx has released its “Advertising Report on Female Sports Celebrities”, based on Ad Volumes for TV (excludes promos).
The key takeaway from the report is that while cricket is far and away the most popular sport in India, it only ranked fourth in terms of ad volumes of endorsement ads featuring female celebrities. The top spot was taken by badminton, boasting a whopping 49% share of ad volumes.
1] Indexed Ad Volume Growth of Female Sports Celebrities during Y 2022
>> Second half of the Y 2022 witnessed 30% ad volume growth of the ads endorsed by Female Sports Celebrities as compared to first half of the Y 2022.
2] Indexed Ad Volume Growth of Male Sports Celebrities during Y 2022
>> Comparing the first half of the Y 2022 to the second half, there was a 3% decline in the ad volume of advertisements featuring male sports celebrities.
3] Top 10 Sports to which Female Sports Celebrity are associated
>> Female celebrity endorsers that accounts for half of the total ad volume of the advertisements belong to Badminton sports.
>> Cricket, the most popular sport of all, ranked fourth in terms of the ad volume of endorsement ads featuring female celebrities.
Top 10 Sports % Share based on ad volumes
Badminton 49%
Boxing 12%
Fencing 10%
Cricket 09%
Skiing 07%
Tennis 04%
Hockey 04%
Weightlifting 03%
Volleyball 01%
Table Tennis 01%
