- Despite not getting LIVE cricket due to Covid-19, Virat Kohli is still undoubtedly the most visible celebrity on TV endorsing various items.
Despite not getting LIVE cricket due to Covid-19, Virat Kohli is still undoubtedly the most visible celebrity on TV endorsing various items. According to the TAM survey, Virat Kohli topped the list of most visible celebrities via Ad endorsements with an average exposure of 10 hours per day across all television channels followed by Akshay Kumar and Kareena Kapoor who ranked second and third with 9 hours and 8 hours of ad duration/day during Apr-Jun’20 respectively.
Based on the number of categories supported by the top ten celebrities, however, Akshay Kumar was the top celebrity among all celebrities in all professions in Apr-Jun’20 to support the maximum number of categories.
Between the celebrity couples, Anushka Sharma and Virat Kohli finished with an ad volume share of 26 percent with 16 brands. Whereas Akshay Kumar and Twinkle Khanna and Kareena Kapoor Khan and Saif Ali Khan had an almost equal share of Ad Volumes in second and third positions, but for Akshay Kumar and Twinkle Khanna the number of brands was the largest. Deepika Padukone and Ranveer Singh placed fourth in the list, with a share of 12 percent and 18 brands.
According to the TAM Adex study on Celebrity Endorsement for the period Jan-June’20, the effect of COVID-19 between April and June ’20, advertisement volumes on TV for Celebrity endorsed Ads fell by 39 percent over Jan-March’20.
The study also notes that the share of advertising-supported by celebrities decreased as opposed to the Jan-Mar’20 era during April-June 20. Celebrity endorsements commanded 24 percent of the ads in the period Jan-March’20, while non-celebrity advertising commanded 76 percent. While, the April-June’20 era decreased to 21 percent of the celebrity advertisements on television, and the remainder were non-celebrity advertising. Similarly, in Apr-Jun’20, the count of celebrities also saw a decline compared to Jan-Mar’20, i.e. the number fell from 200 celebrities to 180.
The study also notes that during both quarters of 2020, the film actresses were on top of the celebrity-endorsed advertising. While share dropped to 43 percent in the period April-June’20 compared to 45 percent in Jan-March’20 followed by movie actors who also saw a 36 percent drop in April-June’20 compared to 38 percent in Jan-March’20. Whereas in the span of April-June, shares of sportspersons and TV actresses witnessed an increase.
