The document provides a summary of a celebrity endorsement report in India for 2022. Some key findings include: 1) Film stars accounted for 85% of celebrity endorsed advertising airtime, led by Akshay Kumar, Vidya Balan, and Amitabh Bachchan. 2) Celebrity endorsed advertising increased 44-60% from 2020 to 2021-2022. 3) The top sectors for celebrity endorsements were food & beverages, services, and personal care. 4) Male celebrities dominated endorsements for food & beverages and services brands. 5) M.S. Dhoni endorsed the most brands, while Akshay Kumar was the most visible celebrity

1. CELEBRITY
ENDORSEMENT REPORT
SOURCE: ADEX INDIA
A DIVISION OF TAM MEDIA
RESEARCH
1
PERIOD: YEAR 2022

2. Synopsis of the Report
In India, celebrity endorsements have been a prevalent marketing strategy for a long
time. However, brands are facing an increasing challenge in capturing people's attention
and time. Marketers believe that brand ambassadors provide a higher degree of
consumer recall due to the star-struck nature of Indians towards movie stars, sports
personalities, TV actors, and actresses.
Using celebrities in advertisements can help in building a better brand image, spreading
awareness, emotionally connecting with consumers, creating a unique identity, and
increasing product usage.
A report has been compiled on the various aspects of celebrity endorsement on TV in
2022, including the most visible celebrity through endorsement, the quantum of sector,
categories and brands endorsed, the ratio of ads with and without celebrity
endorsement, monthly and yearly celebrity endorsement trends, and advertising theme
appeal differences by age and gender.

3. 1 2 3 4
Celebrity Ads’ Scenario
on Television:
Y 2020 to Y 2022
Sector with max. Celebrity
Ads on Television:
Y 2022
Most Visible Celebrity on
Category & Brands:
Y 2021 – Y 2022
Age Group & Gender wise
Celebrity Preference:
Y 2022
Analysis Key covers …
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Y 2020 - Y 2022

4. Index
1. Share of Celebrity vs. Non-Celebrity Ads
3. Monthly ad volume trends of celebrity endorsed ads: Year 2022
2. Index Growth of Celebrity Ads for last 3 Yrs
5. Celebrities Endorsed ads by Sector
6. Gender dominance split in Top 2 Sectors
7. Top 10 Category of ads endorsed by Celebrity
8. Top 10 Categories based on no. of celebrities endorsing brands under it
10. Top 10 Celebrity endorsing quantum of brands in Year’22 vs. Year’21
11. Top 10 Celebrity Couples endorsing in Y 2022
12. Age Group Scenario in Gender
9. Top 10 Most visible endorsers in Y 2022
4. Quarterly ad volume trends of celebrity endorsed ads: Year 2021-22
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Period : Year 2022

5. 1. Celebrity vs. Non Celebrity Ads
Film Actress
Film Actor
Sports Person
TV Actress
TV Actor
• 46%
• 39%
• 11%
• 2%
• 2%
Profession
71%
Non Celebrities
29%
Celebrities
 Female movie actors contributing almost 50% of the ad endorsement share.
 More than 25% share of the ads’ telecast on TV were endorsed by celebrities
 From the Celebrity professions, Film stars together added more than 80% share of advertising during Y 2022 followed by
Sports person and TV stars that added 11% and 4% share respectively.
Source: TAM AdEx Note: Figures are based on ad duration; Commercial ads only; excluding promos and social ads Period : Year 2022
Media : TV

6. 2. Index Growth of Celebrity endorsed Ads for last 3 Yrs
100
144
160
Y 2020 Y 2021 Y 2022
Y 2020 Y 2021 Y 2022
411 418 405 396
Jan-Mar'22 Apr-Jun'22 Jul-Sep'22 Oct-Dec'22
Avg. Ad Volumes/Day (In Hours)
 In the Y 2022, there was an 11% increase in the ad volumes for ads that featured celebrity compared to the Y 2021.
 Celebrity endorsed ads increased by 44% and 60% in both Y 2021 and Y 2022 respectively as compared to Y 2020.
 During Apr-Jun’22 quarter had highest Ad Volumes/Day (in Hours).
Source: TAM AdEx Note: Indexed growth calculated on ad duration; Commercial ads only; excluding promos and social ads Period :Y 2020 to Y 2022
Media : TV

7. 7.6 % 7.6 %
9.7 %
8.6 %
9.5 %
7.4 %
7.9 %
8.3 %
8.9 % 8.9 %
7.8 %
7.8 %
Jan - 2022 Feb - 2022 Mar - 2022 Apr - 2022 May - 2022 Jun - 2022 Jul - 2022 Aug - 2022 Sep - 2022 Oct - 2022 Nov - 2022 Dec - 2022
Monthly % Share of Ad Volumes
3. Monthly ad volume trends of celebrity endorsed ads: Year 2022
 Highest Ad Volumes share observed during Mar’22 and lowest share seen during Jun’22.
 During Jul-Oct’22, steady growth observed.
Source: TAM AdEx Note: Figures are based on ad duration for TV; Commercial ads only; excluding promos and social ads Period :Y 2022
Media : TV

8. 4. Quarterly ad volume trends of celebrity endorsed ads: Year 2021-22
23.6 %
22.8 %
26.4 % 27.2 %
24.9 %
25.6 %
25.1 %
24.5 %
Jan-Mar Apr-Jun Jul-Sep Oct-Dec
Y 2021 Y 2022
Quarterly % Share of Ad Volumes
 During Apr-Jun’22, highest Celebrity endorsement ads was seen compared to last other three quarters of Y 2022.
Source: TAM AdEx Note: Figures are based on ad duration for TV; Commercial ads only; excluding promos and social ads Period :Y 2021 – Y 2022
Media : TV

9. 5. Celebrities Endorsed ads by Sector
82%
52%
Rank Top 10 Sector % Share
1 Food & Beverages 26%
2 Services 13%
3 Personal Care/Personal Hygiene 13%
4 Household Products 10%
5 Hair Care 8%
6 Personal Healthcare 6%
7 Laundry 5%
8 Building, Industrial & Land Materials/Equipments 5%
9 Banking/Finance/Investment 2%
10 Personal Accessories 2%
 More than 50% of the ads endorsed by celebrities fall under Top 3 sectors and more than 80% of the ads fall under
Top 7 sectors.
 5 out of Top 10 sectors has same rank position for current Year to last year and rest of 5 sector rank remain change.
5. Celebrities Endorsed ads by Sector
Source: TAM AdEx Period : Year 2022
Note: Figures are based on ad duration for TV; Commercial ads only; excluding promos and social ads Media : TV

10. Top 10 Sector Gender Ratio
Food & Beverages
1
Male Celebrity
64%
Services
2
43%
57%
Female Celebrity
36%
Male Celebrity
67%
Female Celebrity
33%
• Avg. ad endorsing ratio of Male and
Female celebrities for Top 10 sector was
56:44.
 The top 2 sectors viz. ‘F&B’ and ‘Services’ were dominated with ads endorsed by Male Celebrities during Y 2021.
 Ads under ‘Telecom/Internet Service Providers’ and ‘Agriculture’ sectors were only endorsed by Male Celebrities.
6. Gender dominance split in Top 2 Sectors
Source: TAM AdEx Period : Year 2022
Note: Figures are based on ad duration for TV; Commercial ads only; excluding promos and social ads Media : TV

11. 7. Top 10 Category of ads endorsed by Celebrity
Top 10 Categories added 36% Share
1. Toilet/Floor Cleaners 9%
2. Aerated Soft Drink 5%
3. Hair Dyes 4%
4. Toilet Soaps 3%
5. Hair Removers 3%
6. Pan Masala 3%
7. Washing Powders/Liquids 2%
8. Non Aerated Soft Drink 2%
9. Pre Post Wash Products 2%
10. Shampoos 2%
Top 10 Categories % Share
 Top 10 Categories accounted 36% share of overall ads carrying celebrity to endorse it.
 ‘Toilet/Floor Cleaners’ was the top category with 9% share of celebrity ad volumes during Y 2022 followed by ‘Aerated
Soft Drink’ with 5% share.
Source: TAM AdEx Period : Year 2022
Note: Figures are based on ad duration for TV; Commercial ads only; excluding promos and social ads Media : TV

12. 8. Top 10 Categories based on no. of celebrities endorsing
brands under it
1. Ecom-Gaming 44
2. Ecom-Media/Ent./Social Media 42
3. Ecom-Online Shopping 38
4. Building Materials/Systems 33
5. Edible Oil 32
6. Spices 27
7. Ecom-Financial Services 22
8. Aerated Soft Drink 20
9. Biscuits 20
10. Hair Dyes 20
Top 10 Categories No of Celebrities
 ‘Ecom-Gaming’ was the top category for which maximum celebrity from different profession endorsed brands under it
followed by ‘Ecom-Media/Ent./Social Media’.
Source: TAM AdEx Note: Ranking based on count of Categories; Commercial ads only; excluding promos and social ads Period : Year 2022
Media : TV

13. 9. Top 10 Most visible endorsers of Y 2022
Rank Top Celebrity % Share
1 Akshay Kumar 9%
2 Vidya Balan 5%
3 Amitabh Bachchan 5%
4 Alia Bhatt 4%
5 Ranveer Singh 3%
6 Shahrukh Khan 3%
7 M S Dhoni 3%
8 Anushka Sharma 3%
9 Taapsee Pannu 2%
10 Kareena Kapoor 2%
36
19
18.6
15
13
12
11
10.3
10
8
Others 62%
Ad Duration (Hr/Day)
 With an average visibility of 36 hrs/day across all channels, ‘Akshay Kumar’ topped the list of the most visible celebrity
followed by ‘Vidya Balan’ with 19 hrs/day through endorsements done on TV.
 There were equal no. of male and female celebrities in Top 10 list.
 Celebrities like Kiara Advani, Shraddha Kapoor and Virat Kohli slipped out of Top 10 list of Y 2022 compared to Y 2021.
Source: TAM AdEx Note: Ranking based on ad duration; Commercial ads only; excluding promos and social ads Period : Year 2022
Media : TV

14. 10. Top 10 Celebrity endorsing quantum of brands in Year’22
vs. Year’21
Rank Celebrity
Count of Brands
Year’21 Year’22
1 M S Dhoni 54 52
2 Amitabh Bachchan 40 50
3 Akshay Kumar 43 45
4 Ranveer Singh 41 42
5 Kareena Kapoor 26 37
6 Virat Kohli 32 29
7 Alia Bhatt 27 27
8 Sourav Ganguly 21 26
9 Hrithik Roshan 19 25
10 Pankaj Tripathi 19 23
Ranking of Top 10 Celebrities based on ad volume
 M S Dhoni endorses maximum number of brands in Y 2022.
 7 out of Top 10 celebrities were endorsing more brands in Y 2022 compared to Y 2021, viz; Amitabh Bachchan, Akshay
Kumar, Ranveer Singh, Kareena Kapoor, Sourav Ganguly, Hrithik Roshan, and Pankaj Tripathi
Source: TAM AdEx Note: Figures are count of Brands; Commercial ads only; excluding promos and social ads Period :Y 2021 - Y 2022
Media : TV

15. 11. Top 10 Celebrity Couples endorsing in Y 2022
Rank Couple Celebrity in Brands % Share Count of Brands
1 Akshay Kumar/Twinkal Khanna 24% 46
2 Ranbir Kapoor/Alia Bhatt 13% 38
3 Amitabh Bachchan/Jaya Bachchan 13% 50
4 Anushka Sharma/Virat Kohli 12% 38
5 Deepika Padukone/Ranveer Singh 11% 52
6 Kareena Kapoor/Saif Ali Khan 11% 48
7 Vicky Kaushal/Katrina Kaif 7% 17
8 Ajay Devgan/Kajol 4% 29
9 Ritesh Deshmukh/Genelia D'souza 2% 4
10 Aishwarya Rai/Abhishek Bachchan 1% 2
Note: Couple celebrity endorsing ads include ads done by the couple together as well as individually.
 50% ads were endorsed by three celebrity couples - Akshay Kumar/Twinkal Khanna, Ranbir Kapoor/Alia Bhatt and
Amitabh Bachchan/Jaya Bachchan, and the couples had endorsed 46, 38 and 50 brands respectively during Y 2022.
Source: TAM AdEx Note: Ranking & % Share on ad duration; Commercial ads only; excluding promos and social ads Period : Year 2022
Media : TV

16. 12. Age Group Scenario in Gender
41%
59%
Age Group
15-20 AGE
21-34 AGE
35-49 AGE
50-64 AGE
65+ AGE
11% 89%
% Share
38% 62%
51% 49%
92% 8%
93% 7%
 Young Female Celebrities were preferred over their Male counter-part, but the scenario changes when it comes to
celebrities of age 35+ group.
Source: TAM AdEx Period : Year 2022
Note: % share based on Ad Duration; Commercial ads only; excluding promos and social ads Media : TV

17. In the nutshell
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Media : TV Period : Year 2022
1. Among celebrity endorsed ads, Film stars had the bigger
share of ad volume i.e. 85%.
2. Celebrity endorsed ads increased by 44% and 60% in
both Y 2021 and Y 2022 respectively as compared to Y
2020.
3. The highest ad volumes share registered during March
4. More than 50% of the ads endorsed by celebrities fall
under Top 3 sectors and 82% of the ads fall under Top 7
Sectors. – F&B, Services and Personal Care/Personal
Hygiene.
5. The top 2 sectors viz. F&B and Services were dominated
with ads endorsed by Male Celebrities during Y 2022.
6. Top 10 categories contribute 36% share of overall ads
carrying celebrity to endorse it
7. Ecom-Gaming was the top category for which maximum
celebrity from different profession endorsed brands
under it
8. With an avg. visibility of 36 hrs/day, Akshay Kumar
topped the list of the most visible celebrity through
endorsements done on TV
9. M S Dhoni was the top Celebrity among all professions
to endorse max. no. of brands in Y 2022.
10. 50% ads were endorsed by three celebrity couples -
Akshay Kumar/Twinkal Khanna, Ranbir Kapoor/Alia
Bhatt and Amitabh Bachchan/Jaya Bachchan
11. M S Dhoni was the top visible Sports Person in Y 2022.
12. Young Female Celebrities were preferred over their
Male counter-part, but the scenario changes when it
comes to celebrities of age 35+ group.

18. Disclaimer
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Media : TV Period : Year 2022
TAM has made every effort to ensure that the information in this report is appropriate/correct, however TAM does
not assume and hereby expressly disclaim any and all liability to any party for any loss, damage, or disruption caused
by errors or omissions, whether such errors or omissions result from negligence, accident, or any other cause. The
content of the report is only for information and awareness purposes only and not intended to substitute any
professional advice regarding its usages. Before any reference or use of this report in manner kindly connect with
TAM Media Research Pvt. Ltd. All rights including copyright reserved with TAM Media Research Pvt. Ltd.

19. Annexure 1: Inclusion and Exclusion for Analysis of
Celebrity Endorsement
Source: TAM AdEx Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads Media : TV Period : Year 2022
Base:
 Celebrities (Actor/Actress) from Hindi – Movies & TV Industry and Sports personalities are considered.
 South Stars (Movies & TV Industry) are not considered.
 Among Sports Personalities from Sri Lanka are not considered.
 Ads during Commercial breaks only

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