TAM Sports has released the FINAL update of its TAM Sports-Celebrity Endorsement Report, which has analysed data for all 74 matches of this year’s 18th edition of the Tata Indian Premier League, and for all the channels on which matches were telecast, and how it compares with IPL 17.
The points (for ALL Matches) that are covered in this report include:
· Indexed Ad Volume Growth of Celebrity Endorsement – IPL 18 vs. IPL 17
· Share of Celebrity vs. non celebrity endorsed ads – IPL 18
· Share of Celebrity endorsed Ads by Profession
· Top 5 Celebrities: Overall and Sports – IPL 18 v. IPL 17
· Top 5 Categories and Advertisers using Celebrity for endorsement.
(Count of channels during IPL 18 are 28 and during IPL 17 it was 24)
INCLUSION
Analysis of Commercial advertising is based on Ad Volumes.
Ad Volumes are for advertising across 24 Star Network channels for IPL 17 and 25 for IPL 16.
The study is on All Live matches during IPL Season 17 and 16 only i.e. excluding PRE-MID-POST Programs.
The analysis is based on Pure Advertising [i.e. Excluding Franchisees, Promos, Filler, Film Trailer & Official Broadcaster (Star Network)]
Ad Volume Growth
In the 18th edition of the IPL, celebrity-endorsed ads accounted for a relatively smaller share, marking a 13% shift towards more diverse advertising strategies compared to the previous season.
Profession
In IPL 18, Film Actors continued to dominate brand endorsements, contributing 50% of total ad volumes, while Sport Personalities maintained a strong presence with a 32% share.
Top Celebrity
Across both IPL seasons 17 and 18, Shahrukh Khan emerged as the most prominent celebrity endorser, commanding 13% and 8% of the total ad volumes respectively — reflecting his continued appeal and brand value.
Sectors
During IPL 18, two out of the top five categories that were endorsed by celebrities belonged to the F&B sector.
In IPL 18 (All Matches), the share of celebrity-endorsed ads saw a strategic 13% decline from the previous season.
Ratio of Celebrity Endorsed Ads : Non-Celebrity Endorsed Ads:
IPL 17 – 59:41
IPL 18 – 53:47
Sports Person and Film Actor together accounted more than 80% ad volume share of the total celebrity endorsed ads
Among all professions, Film Actor led in brands’ endorsement with 50% share of ad volumes, whereas brand endorsement by Sports Celebrity declined during IPL 18.
Shahrukh Khan top celebrity endorser in both IPL 17 and 18
>Shahrukh Khan was on top with 8% share of ad volumes during IPL 18.
>In both IPL 17 and IPL 18, three of top five celebrity was present in both seasons’ overall celebrity list.
>Among the Top 5, MS Dhoni Sports Celebrity in common on both IPL 18 and IPL 17.
2 out of Top 5 categories Endorsed by Celebrity belonged to F&B sector during IPL 18
>Top 5 categories and advertisers accounted 67% and 53% ad volumes share of Celebrity endorsed ads respectively in IPL 18
