Kareena Kapoor, Ajay Devgan MS Dhoni, top visibility for celebrity advertising on TV in 2016: TAM Adex Report

Kareena Kapoor, Ajay Devgn rule at top two spots from films while MS Dhoni at number 6 is the only sports star to feature in Top 10 rank

e4m by exchange4media Staff
Updated: Nov 11, 2016 8:48 AM
Kareena Kapoor, Ajay Devgan MS Dhoni,  top visibility for  celebrity advertising on TV in 2016: TAM Adex Report

Endorsements are the most effective way of reaching out to the customer. And when a celebrity enters in this scenario, a lot more value is added to the product due to the personality of the celebrity and also her connect with the audience ensuring maximum visibility. On the other side roping in a celebrity for endorsing a brand can be highly expensive and many times the returns are not that effective. In recent years, celebrity endorsements in the Indian market has experienced a boom.

Share of celebrity Vs non celebrity ads

During Jan-Sep'16, celebrity endorsement occupied 20% share of overall advertising on TV. The presence of celebrities in the world of advertisement saw a peak in the month of May and IPL was the key factor behind this.

Monthly trend of celebrity endorsement  - Jan- Sep'2016

Top 5 visible celebrities by profession

Visibility of the celebrities is not proportional to the number of brands they endorse. It completely depends on the duration slots their ads are in as well as the frequency with which it is being played on TV. Film stars are most sought after for celebrity endorsements. Sports personalities from various sports other than cricket too have started gaining popularity among the masses and that is evident from their visibility on TV.

Film Stars Sports Person TV Stars
Kareena Kapoor (28) MS Dhoni (17) Sakshi Tanwar (9)
Ajay Devgn (11) Virat Kohli (14) Ratan Rajput (1)
Shah Rukh Khan (26) Saina Nehwal (10) Parikshit Sahni (4)
Kajol (12) Sachin Tendulkar (9) Shweta Tiwari (9)
Ileana D'Cruz (10) Sushil Kumar (3) Kapil Sharma (5)
* Values in the bracket refers to number of brands endorsed

Celebrity endorsement rankings

Sakshi Tanwar was the only celebrity to experience a dip in 2016. Ajay Devgn and Kajol gained a lot because of their Lifebuoy soap advertisement which is among the top endorsers of 2016. Kareena Kapoor was highly visible with her Lux soap ad.

Celebrity Rank of 2016 Rank of 2015
Kareena Kapoor 1 6
Ajay Devgn 2 47
Shah Rukh Khan 3 12
Kajol 4 45
Ileana D'Cruz 5 16
MS Dhoni 6 9
Anushka Sharma 7 10
Amitabh Bachchan 8 18
Sakshi Tanwar 9 5
Shraddha Kapoor 10 13

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