MUMBAI: TAM Sports has released its report on the ICC T20 World Cup 2021 – ‘TAM Sports-ICC T20 World cup Celebrity Endorsement Report’.
This report is for all matches of ICC T20 World Cup and for all the channels on which matches are telecast.
Inclusion
Analysis of Commercial advertising is based on Ad Volumes.
Ad Volumes are for advertising across all channels which telecast ICC T20 WC 2016 and ICC T20 WC 2021.
The study is on All Live matches during ICC T20 WC 2016 and 2021 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)]
Highlights
During ICC T20 WC’21, Share of Celebrity endorsed ads was 56% of total Ad Volume while that for ICC T20 WC’16 was 39%.
Film Actor and Sports Personality together accounted 82% ad volume share of the celebrity endorsed ads in ICC T20 WC’21.
During ICC T20 WC’21 overall number of Celebrities seen a significant rise of 33% compared to ICC T20 WC’16.
Shahrukh Khan was on top with 14% share of ad volumes during ICC T20 WC’21.
Ajay Devgan was the only common celebrity among Top 5 list for ICC T20 WC 2016 and 2021.
Top 5 categories and advertisers accounted for 66% and 51% share of Celebrity ad volumes respectively in ICC T20 WC 2021.
During ICC T20 WC’21, Share of Celebrity endorsed ads was 56% of total Ad Volume while that for ICC T20 WC’16 was 39%
Average Ad Volumes/Channel for Celebrity endorsed ads was up by 80% in ICC T20 WC’21 compared to ICC T20 WC’16.
Film Actor and Sports Personality together accounted 82% ad volume share of the celebrity endorsed ads in ICC T20 WC’21
Share of ads with Sports Personality grew from 16% to 29% with more than 3 times growth in per channel Ad Volumes
During ICC T20 WC’21 overall number of Celebrities seen a significant rise of 33% compared to ICC T20 WC’16
Number of Sports personalities grew by 111% during ICC T20 WC’21 compared to ICC T20 WC’16.
Count of advertisers utilizing celebrity endorsement increased by 17% during ICC T20 WC’21 compared to ICC T20 WC’16.
Among the Sports Personalities Virat Kohli was leading the list with 18% share and endorsed for 5 advertisers
Shahrukh Khan was the top celebrity with 14% share of ad volumes during ICC T20 WC’21.
Ajay Devgan was the only common celebrity among Top 5 list for ICC T20 WC 2016 and 2021.
Among the Top 5 Sports Personalities, Virat Kohli and Rohit Sharma were common in both the ICC T20 WC tournaments.
3 out of Top 5 categories Endorsed by Celebrities belonged to E-Commerce sector during ICC T20 WC’21
Top 5 categories and advertisers accounted for 66% and 51% share of Celebrity ad volumes respectively in ICC T20 WC 2021
