Snapshot
of celebrity endorsements on TV during 2008 vs. 2006
(17
March, 2009) |
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Key
Findings:
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'Shahrukh Khan' had endorsed for maximum number of advertisers
on TV during 2008 closely followed by 'MS Dhoni'.
- 'Aerated
soft drink' and 'cellular phone service' were the top
categories for celebrity endorsement on TV during 2006
and 2008 respectively.
- 'Airtel
cellular phone service' was the top brand with highest
share of celebrity endorsement TV ad volumes during 2008
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Celebrities
with maximum no. of advertisers on TV during 2006 and 2008
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'Shahrukh Khan' and 'MS Dhoni' moved up in their ranking
in the list of celebrities with maximum number of advertisers
on TV during 2008 compared to 2006.
- 'Amitabh
Bachchan', 'Shweta Tiwari (Prerna)' and 'Sachin Tendulkar'
who were at the first, third and fifth place in 2006,
were not among the top five list of celebrities with maximum
number of advertisers on TV during 2008.
Top
10 categories in celebrity endorsement on TV
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- Newbie
on board during 2008
Compared to 2006,'cellular phone services' & 'cellular
phones' from 'telecom sector', 'DTH service providers',
'liquor' and 'milk beverages' categories made it to the
top 10 list of categories on TV during 2008.
- Missed
categories in 2008 compared to 2006
Five categories from the top 10 list of categories of
2006 were not there in the top 10 list on TV during 2008
viz 'hair dyes' and 'hair oils' from hair care sector,
'social advertisement', 'cars/jeeps' and 'tooth paste'.
Top
categories with maximum no. of celebrity endorsement on TV.
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'Aerated soft drink' and 'hair oils' categories were replaced
by 'branded jewellery' and 'internet services-general'
in the list of top five categories with maximum number
of celebrities endorsing on TV during 2008 compared to
2006.
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Top
brands in celebrity endorsement on TV during 2008
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During 2008,'Airtel cellular phone service' led the list
of top 10 brands endorsed by celebrities on TV followed
by 'Pepsi' and 'Airtel - Nokia'.
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| (Analysis from AdEx India - A Division of TAM Media Research) |
