Virat Kohli most visible brand endorser on Television, Akshay Kumar 2nd : Tam AdEx Report

Despite of no LIVE cricket due to Covid-19, Virat Kohli still easily is most visible celeb on television endorsing different products. According to the TAM report, Virat Kohli topped the list of most visible celebrities through Ad endorsements with an average visibility of 10 hrs per day across all TV 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.

However, based on the number of categories endorsed by top ten celebrities, Akshay Kumar was the top celebrity among all celebrities in all professions to endorse the maximum number of categories in Apr-Jun’20. 

Virushka Shines : Virat Kohli & Anushka Sharma hogs 26% of ad endorsements on Television

Among the celebrity couples, Anushka Sharma and Virat Kohli topped with 26% share of ad volumes with 16 number of brands. Whereas at second and third positions, Akshay Kumar and Twinkle Khanna and Kareena Kapoor Khan and Saif Ali Khan had an almost equal share of Ad Volumes but the number of brands was highest for Akshay Kumar and Twinkle Khanna. Deepika Padukone and Ranveer Singh ranked fourth in the list with 12% share and 18 number of brands.  

The impact of COVID-19, between April and June ’20,  advertising volumes on TV for Celebrity endorsed Ads dropped by 39% compared to Jan-March’20, says the TAM Adex report on Celebrity Endorsement for the period of Jan- June’20.

The report also states that the share of celebrity-endorsed ads decreased during April-June’20 compared to Jan-Mar’20 period. In the period Jan- March’20, celebrity endorsements commanded 24% of the ads whereas 76% was commanded by non- celebrity ads. Meanwhile, the period April-June’20, the celebrity ads on TV declined to 21% and the rest was non- celebrity ads. Similarly,  the count of celebrities has also seen a drop in Apr-Jun’20 compared to Jan-Mar’20 i.e the number dropped to 180 from 200 celebrities. 

The report also states that the film actresses topped the celebrity-endorsed ads during both the quarters of 2020. Even though share has dropped to 43% in April-June’20 period as compared to 45% in Jan- March’20 followed by film actors which too seen a drop during April- June’20 to 36% versus 38% share in Jan- March’20. Whereas, shares of sportspersons and TV actresses witnessed a rise in April- June period.

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