TAM India has printed its most up-to-date report on celeb endorsement for the 12 months 2024. The report contains probably the most seen celeb by endorsement, the quantum of sector, classes and types endorsed.
In 2024, advert volumes for celebrity-endorsed commercials grew by 3% in comparison with 2023, indicating the continued influence of celebrities in promoting. Nevertheless, these advertisements noticed an 8% decline in 2023 and an additional 6% drop in 2024 in comparison with 2022. The IPL season contributed to a surge in promoting exercise, making April–June 2024 the height interval for every day advert volumes. Male film actors accounted for 42% of the entire advert endorsement market in 2024. Total, celebrities featured in over 25% of all TV advertisements. Movie stars dominated celeb endorsements with a 77% share, adopted by sports activities personalities at 14% and TV stars at 9%.
Over 50% of celebrity-endorsed advertisements have been from the highest three sectors, with 80% coming from the highest seven. The Meals and Drinks (F&B) sector held the most important share of celeb advert volumes, adopted by ‘Private Care/Private Hygiene.’ 4 of the highest ten sectors maintained the identical rating because the earlier 12 months.
In 2024, the F&B sector featured a powerful male celeb presence in advertisements, whereas the Private Care/Private Hygiene sector was principally endorsed by feminine celebrities, displaying gendered advertising and marketing traits. Advertisements within the Agriculture, Telecom/Web Service Suppliers, and Media sectors have been completely endorsed by male celebrities, indicating a scarcity of feminine illustration in these classes.
In 2024, the highest 10 promoting classes accounted for 35% of all celebrity-endorsed advertisements. The ‘Bathroom/Flooring Cleaners’ class led with 9% of celeb advert volumes, adopted by ‘Bathroom Soaps’ at 5%, reflecting the robust reliance of hygiene-focused manufacturers on celeb endorsements.
In 2024, Akshay Kumar led TV promoting with 20 hours of every day visibility throughout all channels, making him probably the most seen celeb. Shah Rukh Khan adopted with 16 hours per day, sustaining a powerful presence in model endorsements. The highest 10 most seen celebrities included six male and 4 feminine stars, indicating the next male illustration in promoting. M.S. Dhoni, Kiara Advani, and Ranbir Kapoor have been new entrants within the prime 10 checklist in comparison with 2023.
M.S. Dhoni emerged as probably the most sought-after celeb, endorsing the very best variety of manufacturers in 2024. 4 celebrities—M.S. Dhoni, Kareena Kapoor, Kiara Advani, and Madhuri Dixit—expanded their model associations in 2024, securing extra endorsements than in 2023.
50% advertisements have been endorsed by 4 celeb {couples} – Akshay Kumar/Twinkal Khanna, Ranbir Kapoor/Alia Bhatt, Anushka Sharma/Virat Kohli and Amitabh Bachchan/Jaya Bachchan and the {couples} had endorsed 35, 46, 28 and 51 manufacturers respectively throughout Y 2024.
Written with the View : afaqs