3 in 4 TV ads featured a celeb in H1 2024: TAM

While Akshay Kumar was the most visible celebrity endorser on TV with an average visibility of 22 hours per day across all channels, MS Dhoni appeared in TV ads for 42 brands from Jan to June 2024

by e4m Staff
Published: Nov 25, 2024 12:08 PM | 2 min read

Film stars contributed more than 75% of advertising on television during the first half of 2024.

Akshay Kumar, with an average visibility of 22 hours per day across all channels, has emerged as the most visible star in television ads during the first half of 2024, as per the Celebrity Endorsement Report by TAM AdEx India.

Among other celebrities who topped the list of most visible stars included Shah Rukh Khan, Amitabh Bachchan, MS Dhoni, Ranbir Kapoor, Alia Bhatt, Sara Ali Khan, Kiara Advani, Rupali Ganguly and Ranveer Singh.

As per the TAM report, prominent categories of celebrities in television ads included athletes (14%) and television stars (11%).

MS Dhoni appeared in the television ads for 42 brands in Jan-June 2024. Other celebrities who sponsored a large number of brands included Amitabh Bachchan (41), Shah Rukh Khan (34), Kareena Kapoor (31), Akshay Kumar (28), Kiara Advani (27), Madhuri Dixit (25), Sourav Ganguly (24), Ranveer Singh (21) and Virat Kohli (21).

More than 40% of TV ads during the first half of 2024 were endorsed by the top 3 celebrity couples: Ranbir Kapoor/Alia Bhatt, Akshay Kumar/Twinkle Khanna and Amitabh Bachchan/Jaya Bachchan.

The top sectors that saw celebrity endorsements in Jan-Jun 2024 are Food & Beverages, Personal Care/Personal Hygiene and Household Products. These sectors contributed more than 50% of ads endorsed by celebrities.

Toilet/Floor Cleaners topped the list of categories with an 8% share of celebrity ad volumes in Jan-Jun 2024. Other top categories included Toilet Soaps, Aerated Soft Drinks, Building Materials/Systems, Pan Masala, Hair Dyes, Washing Powder/Liquids, Wafer/Chips, Biscuits and Milk Beverages.

The first half of 2024 saw 45 celebrities endorsing Ecom-Gaming brands. Other categories with a high number of celebrity endorsements included Spices (24), Building Materials/Systems (24), Hosiery (23), Biscuits (19), Retail Outlets - Jewellers (18), Ecom - Online Shopping (18), Aerated Soft Drink (16), Paints (16) and Edible Oil (16).