Between April and June this year, 21% ads on TV were endorsed by celebrities: Report

• Celebrity endorsements on Television saw a 63% increase in June as compared to April this year, according to TAM AdEx.
• Virat Kohli topped the list of most visible celebrity on TV with an average visibility of 10 hour per day across all channels.
• June also witnessed a 5 fold growth in live sports programming as compared to April this year.
• The International Cricket Council led as the top advertiser in the sports genre with around 17% of the total advertising share during Apr-Jul’20.

There was a 63% rise in Ad Volumes of Celebrity endorsed Ads in June this year as compared to April. Between the months of April and June this year, celebrity endorsed ads had 21% share of Television ad volumes, according to The Television Advertising Report –VI by TAM.

Film actresses led the ad endorsements with 43% share of Ad Volumes. However, Virat Kohli topped the list of most visible celebrity on TV with an average visibility of 10 hour per day across all channels.

During the Apr-Jun’20 period, the ‘Personal Care/Personal Hygiene’ sector topped in terms of ads endorsed by celebrities followed by the food and beverages sector. Celebrity endorsement was highest for the ‘Toilet Soaps’ category with 12% share of Ad Volumes. 7 out of Top 10 categories belong to the FMCG sector while the other 3 were from Ecommerce sector.

The growth of Live sports

The report further stated that June witnessed a 5 fold growth in live sports programming as compared to April this year. Live programming is showing a steady growth from May post witnessing a drop in April-Jun’20 compared to Jan-Mar’20.

The International Cricket Council led as the top advertiser in the sports genre with around 17% of the total advertising share during Apr-Jul’20.

The Top 5 categories accounted for nearly 50% of the total ad volume share of Sports genre.