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Mumbai: The Indian Premier League (IPL) 14th season saw 19 per cent rise in the share of celebrity-endorsed advertisements over the previous season, according to data provided by TAM Media Research. The study included all live matches for IPL 13 and 14 and excluded pre-mid-post programs. Ranveer Singh was the most visible celebrity with 11 per cent share of ad volumes.
The total share of celebrity-endorsed ads accounted for 57 per cent of total ad volumes during IPL 14 compared 48 per cent in the previous season. The share of non-celebrity endorsed ads dropped by 17 per cent over the previous season, revealed the data.
Film actors led the brand endorsements with 47 per cent share of ad volumes, followed by sports persons with 39 per cent share during IPL 14. The overall number of celebrities visible on TV saw a significant increase of 31 per cent compared to the previous season. The number of sports personalities visible on TV grew by 38 per cent. MS Dhoni and Virat Kohli were the top two most visible sports celebrities during IPL 13 and 14. The share of film and TV actress endorsed ads during the tournament was only 14 per cent.
The top five most visible celebrities during IPL 14 were Ranveer Singh, MS Dhoni, Shahrukh Khan, Jim Sarbh, and Virat Kohli. Jim Sarbh was a new entrant into the top five list while the rest were recurring from the previous season of the tournament. The top five sports celebrities were MS Dhoni, Virat Kohli, Virendra Sehwag, Neeraj Chopra, and Sachin Tendulkar.
The top five categories and advertisers accounted for 49 per cent and 36 per cent share of celebrity ad volumes, respectively. The top five categories were pan masala, online gaming, digital wallets, ed-tech and BFSI. The top five advertisers were Dreamplug Technologies, Sporta Technologies, K P Pan Foods, Vishnu Packaging, and AMFI.
(Source: TAM Sports; figures are based on secondages for TV; commercial ads endorsed by celebrities only; excluding promos and social ads; 60 matches of IPL 14 and IPL 13)
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