Snapshot
on celebrity endorsement on TV during 2007
(1 April,
2008) |
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Key
Findings:
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49 per cent growth in Celebrity endorsement advertising
volumes on TV during 2007 compared to 2006.
- Celebrities
from Film Industry lead with 81 per cent share of overall
Celebrity endorsement advertising pie on TV during 2007.
-
'Aerated Soft Drink' was the top category with maximum
advertising volumes of Celebrity endorsement during 2007.
- 'Shahrukh
Khan' had maximum number of advertisers in his kitty during
2007.
Base:
Celebrities from Hindi - Movies & TV Industry and Sports
personality considered.
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Volume
Growth in Celebrity endorsement on TV.
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Celebrity endorsement on TV saw a whopping growth of six
times during 2007 over 2003.
Share
of Celebrity Profession on TV during 2007.
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Film Celebrities had the largest chunk i.e. 81 per cent
share of overall Celebrity endorsement on TV during 2007.
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Sports and TV personalities took the second and third
rank with 14 per cent and 5 per cent share respectively
during 2007.
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Film Actors accounted for 50% share followed by Film Actress
and Sportsmen with 31 per cent and 14 per cent share of
Celebrity endorsement on TV during 2007.
Share
of Top 10 Categories with Celebrity endorsement advertising
volumes.
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Top 10 categories share aggregates to 40 per cent of total
advertising volumes of Celebrity endorsement on TV during
2007.
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'Aerated Soft Drink', 'Cellular Phone Service' and 'Toilet
Soaps' were at the top three positions of top 10 categories
with maximum advertising volumes of Celebrity endorsement
on TV during 2007.
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Top
5 celebrities with maximum no. of advertisers in 2007.
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Shahrukh Khan, Amitabh Bachchan and Prerna (Shweta Tiwari)
were the top three celebrities with maximum number of
advertisers.
Top
three Celebrities Visibility per day on Television through
commercials in 2007.
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- During
2007 top three position of maximum visible celebrity on
TV was occupied by Film Actors viz. Saif Ali khan, Shahrukh
Khan, Amitabh Bachchan.
Watch
out for forthcoming interesting analyses in future.
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| (Analysis from AdEx India - A Division of TAM Media Research) |
