Akshay Kumar & Vidya Balan were the most visible celebrity endorsers: Report

The TAM AdEx report includes various aspects of celebrity endorsements including the quantitative categories, brands endorsed, the ratio of ads based on age and gender and more.

TAM AdEx has released its Celebrity Endorsement Report for the year 2022 compiling the various aspects of celebrity endorsement on TV. 

The report includes aspects such as 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.

Among celebrity endorsed ads, film stars had the bigger share of ad volume i.e. 85% with celebrity endorsed ads increasing by 44% and 60% in both 2021 and 2022 respectively as compared to 2020. 

Akshay Kumar topped the list of the most visible celebrities through endorsements done on TV followed by Vidya Balan and Amitabh Bachchan. 

The report also mentioned that young female celebrities were preferred over their male counterparts, but the scenario changes when it comes to celebrities of age 35+ group. Other than Vidya Balan, Alia Bhatt, Anushka Sharma, Taapsee Pannu and Kareena Kapoor are among the few celebrities who were the most visible endorsers in 2022.

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The report highlighted that MS Dhoni was the top visible sports person and celebrity among all professions to endorse the maximum number of brands in 2022. Celebrity couples made up 50% ads and were endorsed by the top three celebrity couples - Akshay Kumar/Twinkal Khanna, Ranbir Kapoor/Alia Bhatt and Amitabh Bachchan/Jaya Bachchan.

As per the report, the highest ad volumes were registered during March last year. More than 50% of the ads endorsed by celebrities fall under Top 3 sectors and 82% of the ads fall under Top 7 Sectors including F&B, Services and Personal Care/Personal Hygiene.

F&B and Services were dominated with ads endorsed by male celebrities. Ecom-Gaming was the top category for which maximum celebrities from different professions endorsed brands under it. 

You can access the full report here.