TAM SPORTS ON Wednesday released its final report on celebrity endorsements during IPL 2026 (19th season). The report is based on all 74 matches of IPL 19 and IPL 18, and for all the channels on which matches were telecast.
According to the analysis, there was a 34% surge in the volume share of ads endorsed by celebrities in IPL 2026, compared to the previous season, showing a significantly increased reliance on star power in advertising. Among celebrity endorsers, Shahrukh Khan was the most visible in both IPL 18 and 19, with 8% and 10% share respectively of total ad volumes.
Among athlete-led ads, Rohit Sharma emerged as the top sports celebrity in IPL 19 with a 22.1% share, followed by Hardik Pandya, who commanded a 16.1% share.
During IPL 19, film stars claimed a significantly larger portion of brand endorsements, representing 77% of ad volumes, while sport personalities accounted for 22% share of ad volumes.
In IPL 19 (All Matches), there was a lift of 34%i n the share of celebrity-endorsed ads compared to the previous season
Ratio of Celebrity Endorsed Ads: Non-Celebrity Endorsed Ads:
IPL 18 – 53:47
IPL 19 – 61:39
Film Stars together accounted more than 75% ad volume share of the total celebrity-endorsed ads
>>Among all professions, Film Actors led in brand endorsements with 55% share of ad volumes, whereas brand endorsements by Sports Celebrities declined during IPL 19.
In IPL 19 and IPL 18, Shahrukh Khan was on top
>>Shahrukh Khan was on top with 10% share of ad volumes during IPL 19.
>>In both IPL 18 and IPL 19, two of top five celebrities was present in both seasons’ overall celebrity list.
>>Among the Top 5, Rohit Sharma Sports Celebrity is common on both IPL 19 and IPL 18.
INCLUSION
Analysis of Commercial advertising is based on Ad Volumes.
Ad Volumes are for advertising across 5 Star Network feeds and 12 JioHotstar feeds for both IPL 19 and IPL 18.
The study is on All Live matches during IPL Season 19 and 18 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)]
Overall
IPL 19
Top 5 Celebrities
Shahrukh Khan – 10%
Ishaan Khattar – 9%
Ajay Devgan – 7%
Amyra Dastur – 7%
Tiger Shroff – 7%
IPL 18
Top 5 Celebrities
Shahrukh Khan – 8%
Ananya Panday – 7%
Laksh Lalwani – 6%
M S Dhoni – 5%
Ajay Devgan – 5%
Sports
IPL 19
Rohit Sharma – 22.1%
Hardik Pandya – 16.0%
Vaibhav Sooryavanshi – 5.1%
Abhishek Sharma – 5.1%
Virat Kohli – 5.0%
IPL 18
MS Dhoni – 17.3%
Rohit Sharma – 13.6%
Suryakumar Yadav – 9.5%
Yashasvi Jaiswal – 6.4%
Mohammed Siraj – 6.4%
Top 5 categories and brands endorsed by celebrities
Top 5 Categories – Total 25+
Mouth Freshener
Ecom-Other Services
Paints
Corporate-Financial Institute
Air Conditioners
Top 5 Advertisers – Total 35+
Vishnu Packaging
Google
Havells India
Grasim Industries
Reliance Consumer Products
