Celebrity-endorsed advertising is 54% of IPL 15


The 15th edition of the TATA Indian Premier League (IPL 15) witnessed celebrity-endorsed advertising which accounted for 54% of the ad volume according to a report. According to TAM Sports, the share of commercials endorsed by celebrities based on average ad volume per channel per match, in IPL 15, increased by 6% when compared to IPL 14.

Top 5 categories of advertisements belonged to Pan Masala, Ecom-gaming, Ecom-wallet, Ecom-education and Ecom-online shopping out of the 35 and more categories.  Four out of the top 5 categories endorsed by celebrities belonged to the eCommerce sector.

The top 5 advertisers are K P Pan Foods, Sports Technologies, Vishnu Packaging, Dream Plug Technologies and AMFI (Asso of Mutual Funds in India)

The top five categories accounted for 64% share of celebrity and the top five advertisers accounted for 44% share of celebrity ad volumes respectively in the 15th edition of the TATA Indian Premier League.

Among all professions, brand endorsements with film actors contributed to almost 50% share of ad volumes, followed by sportspersons with 34% share during the latest Indian Premier League. However, the share of television actors and actresses endorsed ads contributed only 3% share of the overall advertisement volumes in Indian Premier League 15.

A prominent point to note is that, compared to the previous Indian Premier League edition, the overall number of celebrities endorsing ads in the 15th IPL edition was reduced by 12%.

Shah Rukh Khan was on the top with a 9% share of ad volumes during the matches of Indian Premier League 15, whereas Ranveer Singh topped the 14th IPL. Both Shah Rukh Khan and Ranveer Singh are veterans in the Bollywood film industry. 3 out of the top 5 overall celebrities were common in both IPL 15 and IPL 14. 

And in the sports persons category, M S Dhoni and Virat Kohli were among the top five sports persons from both IPL 15 and IPL 14. It is prominent that both Mahendra Singh Dhoni and Virat Kohli are the veterans in Indian cricket team and both have almost equal contribution towards the captainship of the Indian cricket team.

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