TAM AdEx analysis of celebrity endorsements this year (Jan to Sept 2014) indicates that endorsements by film actors/actresses and sports personalities saw a marginal increase as compared to 2013.
As per analysis, Deepika Padukone and Kareena Kapoor have the highest Share of 5% in the top ten celebrity list. Salman Khan, Virat Kohli, Ranbir Kapoor and Katrina Kaif each have 4% Share, followed by MS Dhoni, Abhishek Bachchan, Saif Ali Khan and Pulkit Samrat who had 3% Share each.
Interestingly, Shah Rukh Khan, who led the pack in 2013 with 6% share, was not present on the Top 10 list this year. Aamir Khan, Amitabh Bachchan and Kajol were other big absentees this year, while Abhishek Bachchan and Pulkit Samrat were other new additions to this year’s list. Virat Kohli, who is leading the Indian team in Australia in Dhoni’s absence, was the most sought after sportsperson by advertisers with a 4% share, above Captain Cool’s 3%.
This year, Shampoo led the top ten product category list with 7% Share, followed by Toilet Soaps with 6% Share. Soft Drink Aerated and Cellular Phone Service both had 5% Share. Milk Beverages, Perfumes/Deodorant, Face Wash categories had 3% Share each, while Namkin, Cellular Phones (smartphones) and Hair Oil categories had 2% Share.
Last year in the top ten product category list, Soft Drink Aerated, Toilet Soaps and Social Advertisements had the highest Share of 6%.
Unsurprisingly, the FMCG sector, once again, were the biggest believers in celebrity endorsements with most of the companies in the Top 10 Advertiser list coming from this industry. HUL retained its top spot, followed by Coca Cola and Procter & Gamble (same as last year). Coca Cola rival PepsiCo were also on the Top 10 list. Idea Cellular was the only telecom company among the Top 10. Other names among the ‘Top 10 Advertiser’ list included the likes of L’Oreal, Reckitt Benckiser (India), GlaxoSmithKline Consumer Healthcare and Nestle. These companies led the list last year as well, however Colgate Palmolive India was a noticeable absentee from the Top 10 list this year.
• Note : This analysis is based on the Ad volume during commercial time i.e. Duration in seconds & does not include any promotional appearances/activities
• Base : Celebrities (Actor/Actress) from Hindi Movies & TV Industry and Sports personality considered.