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As we near the end of the 9 months of 2022, it’s time to take stock of how well things have been going for the first half of the year. And the TAM AdEx Television Semi-Annual Advertising Report (January-June 2022) is here. This report shows not only which sector is leading with the most TV commercials, but also which celebrities have the most view, brands and more.
While Akshay Kumar topped the list for the most views, read on to find out which other celebrities made the list and in what position.
According to a new report from TAM Media Research’s AdEx India report (via medianews4u), the top 10 categories – which accounted for a 36% share of celebrity ad volume – saw toilet/floor cleaners with a 9% share of celebrity Advertised as the top category volumes in Jan-Jun’22. E-commerce gaming was the top category with the most celebrities from various professions endorsing brands below – however, celebrities attract the most with the e-com sector.
According to the latest TAM AdEx report on celebrity endorsements for January-June 2022, 30% of the commercials aired on TV were celebrity endorsed. This 30% was made up of movie stars, who contributed more than 80% of the advertising, followed by athletes – 11% and TV stars – 4%. Akshay Kumar was the most visible star – with an average viewability of 37 hours per day across all channels – that’s 11% of the total share.
Akshay Kumar was followed by Amitabh Bachchan – at 18 hours a day through TV sponsorship – 5% of the stake. The others on the list were Alia Bhatt – 14 hrs/day, MS Dhoni – 13 hrs/day, Vidya Balan – 12 hrs/day, Shah Rukh Khan – 12 hrs/day, Taapsee Pannu – 9 hrs/day Day, Ranveer Singh – 8.8 hrs/day, Anushka Sharma – 8.1 hrs/day and Kareena Kapoor Khan – 7.7 hrs/day.
In the January-June 2022 report, eight of the top 10 celebrities — including Akshay Kumar, Amitabh Bachchan, Alia Bhatt, Vidya Balan, Shah Rukh Khan, Taapsee Pannu, Ranveer Singh, and Kareena Kapoor Khan — sponsored more companies than in January- June 2021. The brand is among the celebrities this year: Akshay-36, Amitabh-37, Alia-23, MS Dhoni-41, Vidya-18, Shah Rukh-12, Taapsee-16, Ranveer-31, Anushka Sharma- 11 and Kareena-26
More than 50% of the ads were endorsed by three celebrity couples – Akshay Kumar and Twinkle Khanna, Amitabh Bachchan and Jaya Bachchan, and Ranbir Kapoor and Alia Bhatt. While Akshay-Twinkle and Amitabh-Jaya supported 37, Ranbir-Alia were the faces for 29 brands from January to June 2022.
More than 50% of celebrity-backed ads fell into the top 3 sectors – Food & Beverage, Services, and Personal Care/Personal Care. More than 3/4 of the ads fall into the top 7 sectors (household products, hair care, personal care and laundry, which make up the remaining four sectors).
The report only considered celebrities from Hindi film and television industry and sports personalities across India. It did not consider Southern actors and only focused on advertising during commercial breaks.
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