Akshay Kumar was the most visible star in the first half of 2024, with an average visibility of 22 hours per day across all channels, according to the TAM AdEx report.
Shahrukh Khan followed him with 20 hours per day through TV sponsorships. Amitabh Bachchan stood at third spot with 16 hours per day, followed by M S Dhoni with 14 hours, Ranbir Kapoor with 12.4 hours, Alia Bhatt with 12 hours, Sara Ali Khan with 10.9 hours, Kiara Advani with 10.5 hours, Rupali Ganguly with 9.3 hours, and Ranveer Singh with 9.1 hours per day.
The report noted that in the January to June 2024 period, 32% share of the ads’ telecast on TV were endorsed by celebrities.
As a base for the analysis, celebrities (actor/actress) from hindi – movies and TV industry and sports personalities were considered. South stars (movies & TV) were not considered.
Film stars contributed more than 75% of advertising during this period, followed by athletes and television stars, who contributed 14% and 11%, respectively.
It is to be noted that compared to the first half of 2022, celebrity-endorsed ads decreased in the same period of 2023 whereas during the same period in 2024, it was almost the same ad volumes seen.
Celebrity couples endorsing in January-June of 2024
Ranbir Kapoor and Alia Bhatt topped the list with a total of 18%.
The couple was followed by Akshay Kumar/Twinkle Khanna at 16%, Amitabh Bachchan/Jaya Bachchan at 12%, Anushka Sharma/Virat Kohli at 12%, Deepika Padukone/Ranveer Singh at 8%, Sidharth Malhotra/Kiara Advani at 8%, Kareena Kapoor/Saif Ali Khan 6%, Ajay Devgan/Kajol at 6%, Vicky Kaushal/Katrina Kaif at 5% and Ali Fazal/Richa Chadda 4%.
Celebrity endorsing quantum of brands in the first half of 2023 versus 2024
M S Dhoni topped the list with a total of 32 ads in H1’23 versus 42 in H1’24.
Amitabh Bachchan followed him with a total of 40 ads in H1’23 and 41 in H1’24, Shahrukh Khan (21, 34), Kareena Kapoor (28, 31), Akshay Kumar (29, 28), Kiara Advani (21, 27), Madhuri Dixit (15, 25), Sourav Ganguly (27, 24), Ranveer Singh (27, 21), and Virat Kohli (29, 21).
TAM also highlighted that more than 50% of the ads endorsed by celebrities fall under food & beverages (28%), personal care/personal hygiene (15%), and household products sectors (11%).
Interestingly, ecom-gaming was the top category for which the maximum number of celebrities (a total of 45) from different professions endorsed brands under it followed by the spices category at 24, hosiery at 23, biscuits at 19, retail outlets and jewelers at 18, aerated soft drink, paints and edible oil at 16.