MUMBAI: TAM Sports has released its “IPL 14: TAM Sports-IPL 14 Celebrity Endorsement Report” based on, based on data culled from IPL 13 and IPL 14.
This IPL report is for all 60 matches of IPL 14 and for all the channels on which matches were telecast.
Inclusion
Analysis of Commercial advertising is based on Ad Volumes.
Ad Volumes are for advertising across 27 Star Network channels for IPL 14 and 24 for IPL 13.
The study is on All Live matches during IPL Season 14 and 13 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
In IPL 14 (60 matches), a 19% rise in share of Celebrity endorsed ads over previous season.
Among all professions, Film Actors led in brands’ endorsement with 47% share of ad volumes, followed by Sports Persons with 39% share during IPL 14.
During IPL 14, overall number of Celebrities seen a significant rise of 31% compared to IPL 13
Number of Sports personalities grew by 38% during 60 matches of IPL 14 compared to IPL 13
Ranveer Singh was on top with 11% share of ad volumes during matches of IPL 14
M S Dhoni and Virat Kohli were the Top 2 Sports Celebrities in both IPL 14 and IPL 13
In IPL 14 (60 matches), Share of Celebrity endorsed ads was 57% of total Ad Volume, a 19% rise in share over previous season
Non-celebrity endorsed ads in IPL 14 was 17% lesser compared to IPL 13 post tournament completion
Share of Celebrity endorsed ads in IPL 13 was 48%
Film Actor and Sports Person together accounted 85% ad volume share of the total celebrity endorsed ads
Among all professions, Film Actors led in brands’ endorsement with 47% share of ad volumes, followed by Sports Persons with 39% share during IPL 14
Share of Film and TV Actress endorsed ads in IPL 14 was just 14%
During IPL 14, overall number of Celebrities seen a significant rise of 31% compared to IPL 13
Number of Sports personalities grew by 38% during 60 matches of IPL 14 compared to IPL 13
Count of brands increased by 21% and advertisers grew by 29% in 60 matches of IPL 14 compared to IPL 13
M S Dhoni and Virat Kohli were the Top 2 Sports Celebrities in both IPL 14 and IPL 13
Ranveer Singh was on top with 11% share of ad volumes during matches of IPL 14.
4 out of Top 5 overall Celebrities were common in 60 matches of both IPL 14 and IPL 13.
Among the Top 5, M S Dhoni and Virat Kohli were common Sports Celebrities on both IPL 14 and IPL 13.
3 out of Top 5 categories Endorsed by Celebrity belonged to E-Commerce sector during IPL 14
Top 5 categories and advertisers accounted for 49% and 36% share of Celebrity ad volumes respectively in IPL 14.
During 60 matches, number of categories increased by 2% in IPL 14 compared to IPL 13.
Related Reports
Top 5 categories contributed 36% of ad volumes in IPL 14: TAM
Ad Volumes during 1st 51 games of IPL 14 up 6% vs IPL 13: TAM
