Celebrity endorsed ads in the Indian Premier League (IPL) 2022 have seen a significant increase in ad volume share compared to the previous season, growing by 36 percent.
According to a recent TAM report, film actors dominate the celebrity endorsed ads market with a share of 52 percent. In the first 29 matches of IPL 16, Bollywood star Aamir Khan had the highest ad volume share among celebrities at 10 percent. Following him were Ranveer Singh, Amitabh Bachchan, and Akshay Kumar, with ad volume shares of seven percent, six percent, and six percent, respectively.
Cricketers Virat Kohli and Rohit Sharma featured in the top five common sports celebrities during IPL 15 and IPL 16 with an ad volume share of 16 percent and 12 percent. The other cricketers in the list are Yuvraj Singh, Hardik Pandya and Sourav Ganguly with an ad volume share of nine percent, eight percent and seven percent respectively.
Compared to IPL 15, the share of actors and sports person endorsed ads per channel also grew in IPL 16 by 50 percent and 45 percent respectively. Coming to advertisers, during IPL 16, the top five categories and advertisers accounted for more than 75 percent and 65 percent ad volumes share of celebrity endorsed ads. Out of the top five, three belonged to the F&B sector. The categories included ecom-gaming, pan masala, chocolates, ecom-auto products and services and aerated soft drink.