During IPL 17, the top five categories and advertisers accounted for 75% and 65% of ad volume shares of celebrity-endorsed ads with Sporta Technologies being the top advertiser & Ecom-gaming being the leading category.

1. 1
CELEBRITY ENDORSEMENT
IPL 17
Source: TAM Sports (A Division of TAM Media Research)
Base : 37 Matches of IPL 17 and IPL 16
Only Live Matches Considered; Excluding Pre-Mid-Post Programs

2. De-Growth in ad volumes of Celebrity
Endorsed Ads
23%
In the 17th edition of the IPL, there was a 23% decline in the
volume share of ads endorsed by celebrities compared to
the previous season, spanning 37 matches.
Ad Volume Growth
During IPL 17, Sports Personalities claimed the larger
portion of brand endorsements, representing 50% of ad
volumes, with Actors from the film industry following closely
behind at 36%
Profession
In the analysis of the initial 37 Matches, Amir Khan reigned
supreme in IPL 16, whereas Shahrukh Khan ascended to the
zenith in IPL 17
Top Celebrity
During IPL 17, two out of the top five categories that were
endorsed by celebrities belonged to the F&B sector.
Sectors
1
2
3
4
Note: Analysis in Secondages for TV (Commercial ads only; excluding promos and social ads)
Source : TAM Sports; Base : 37 Live Matches of IPL 17 & IPL 16 on TV; (Excluding Pre-Mid-Post Programs)

3. Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : 37 Matches of IPL 17 and IPL 16; Only Live Matches; Excluding Pre-Mid-Post Programs
Ratio of Celebrity Endorsed Ads : Non-Celebrity Endorsed Ads:
IPL 16 – 75:25
IPL 17 – 61:39
In IPL 17 (37 Matches), there was a decline of 23% in the share of celebrity-endorsed ads compared to the previous season.
61%
39%
Share of Celebrity endorsed Ads
IPL 17 (Y 2024)
Celebrity
Non Celebrity
100
77
IPL 16 IPL 17
Indexed Ad Volume Growth
Celebrity Endorsement
IPL 16
IPL 17
Index: IPL 16 = 100

4. Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads only; excluding promos and social ads
Period : 37 Matches of IPL 17; Only Live Matches; Excluding Pre-Mid-Post Programs
Among all professions, Sports Person led in brands’ endorsement with 50% share of ad volumes, followed by Film Actor with 36% share during
IPL 17.
Sports Person and Film Actor together accounted more than 85% ad volume share of the total celebrity endorsed ads
50%
36%
11%
4%
Sports Person
Film Actor
Film Actress
TV Actor
Share of Celebrity endorsed Ads by Profession

5. When compared to IPL 16, number of overall and sports Celebrities increased by 45% and 41% respectively during IPL 17.
Level of exposure of celebrities on television and the count of Overall & Sports Celebrities grew in IPL 17 over IPL 16.
Source: TAM Sports
Note: Commercial ads endorsed by Celebrities only; excluding promos and social ads
Base : 37 Matches of IPL 17 and IPL 16; Only Live Matches; Excluding Pre-Mid-Post Programs
Overall no. of Celebrities
No. of Sports Celebrities
IPL 17 IPL 16
60+ 45+
25+ 20+
45%
41%

6. Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads endorsed by Celebrities only; excluding promos and social ads
Base : 37 Matches of IPL-17 and IPL 16; Only Live Matches; Excluding Pre-Mid-Post Programs
Shahrukh Khan was on top with 12% share of ad volumes during first 37 Matches of IPL 17.
Out of 37 Matches played in both IPL 16 and IPL 17, only one of top five celebrity was present in both seasons' overall celebrity list.
Among the Top 5, Hardik Pandya was common Sports Celebrity on both IPL 17 and IPL 16.
In IPL 17 and IPL 16, Shahrukh Khan and Amir Khan are in first place respectively.
Top 5 Celebrities % Share
Shahrukh Khan [4] 12%
Ajay Devgan [2] 7%
Virendra Sehwag [3] 4%
Ravichandran Ashwin [1] 4%
Hardik Pandya [1] 4%
Top 5 Celebrities % Share
Aamir Khan [1] 10%
Ranveer Singh [3] 6%
Akshay Kumar [2] 6%
Shahrukh Khan [2] 6%
Virat Kohli [5] 6%
IPL 17 IPL 16
Top 5 Sports Celebrities % Share
Virendra Sehwag [3] 7.5%
Hardik Pandya [1] 7.4%
Ravichandran Ashwin [1] 7.4%
K L Rahul [1] 7.4%
Rishabh Pant [2] 6.5%
IPL 17
Top 5 Sports Celebrities % Share
Virat Kohli [5] 15%
Rohit Sharma [2] 13%
Yuvraj Singh [2] 9%
Hardik Pandya [2] 8%
Jasprit Bumrah [1] 7%
IPL 16
‘[ ]’ No. of advertisers endorsed by respective Celebrities
Overall Sports

7. Source: TAM Sports
Note: Figures are based on Secondages for TV; Commercial ads endorsed by Celebrities only; excluding promos and social ads
Base : 37 Matches of IPL-17; Only Live Matches; Excluding Pre-Mid-Post Programs
Top 5 categories and advertisers accounted more than 75% and 65% ad volumes share of Celebrity endorsed ads in IPL 17.
2 out of Top 5 categories Endorsed by Celebrity belonged to F&B sector during IPL 17
Top 5 Categories – Total 25+
Ecom-Gaming
Pan Masala
Aerated Soft Drink
Face Wash
Paints
Top 5 Advertisers – Total 30+
Sporta Technologies
Vishnu Packaging
K P Pan Foods
Playgames 24*7
Coca Cola India
IPL 17
[Y 2024]

8. For any queries write to: taminsights@tamindia.com
Website Link: www.tamindia.com

9.  Analysis of Commercial advertising is based on Ad Volumes.
 Ad Volumes are for advertising across 24 Star Network channels for IPL 17 and 25 for IPL 16.
 The study is on All Live matches during IPL Season 17 and 16 only i.e. excluding PRE-MID-POST
Programs.
 The analysis is based on Pure Advertising [i.e. Excluding Franchisees, Promos, Filler, Film Trailer &
Official Broadcaster (Star Network)]

10. TAM Sports, a division of TAM Media Research which integrates technology and domain knowledge
to Measure and Manage brand activation performance and effectiveness in sports.