Akshay Kumar most visible celebrity in TV ads in 2024, MS Dhoni endorsed highest number of brands: TAM Media

By Pune Media On Jan 30, 2025 21

Akshay Kumar dominated TV advertising in 2024 in terms of ad volume share closely followed by Shah Rukh Khan emerging as the second most-visible celeb.

According to Celebrity Endorsement Report 2024 released by AdEx India, a division of TAM Media Research, MS Dhoni emerged as the most-sought after celebrity and was seen endorsing as many as 52 brands on TV in the past year closely followed by Amitabh Bachchan, who endorsed 51 brands.

“Overall, in 2024, volumes of celebrity-endorsed commercials saw a 3 per cent growth compared to 2023, highlighting the sustained influence of star power in advertising. The celebrity-endorsed ads witnessed a decline of 8 per cent in 2023 and 6 per cent in 2024 compared to 2022. The IPL season significantly boosted advertising activity, making the April–June 2024 quarter the peak period for daily ad volumes (measured in hours),” the AdEx India report noted.

More than 50 per cent of the ads endorsed by celebrities were from three key sectors including food and beverage, personal care and hygiene and household products in 2024.

“Akshay Kumar dominated TV advertising in 2024, with 20 hours of daily visibility across all channels, making him the most visible celebrity. Shah Rukh Khan followed closely behind with 16 hours per day, reinforcing his enduring influence in brand endorsements,” the report noted.

Leading category

In terms of categories, toilet and floor cleaners emerged as the leading category commanding 9 per cent share of celebrity ad volumes, followed by soaps at 5 per cent. This, highlights the strong reliance of hygiene-focused brands on celebrity endorsements, the report noted. Other key categories that banked on celebrities for their ads include washing powders, aerated soft drinks, paints, building materials, hair dyes, online shopping platforms, milk beverages and biscuits “ The top ten categories collectively contributed 35 per cent share of all celebrity-endorsed ads in 2024,” the report noted.

In fact, gaming category was seen using as many as 53 celebrities in TV ads in the past year. Spice brands collectively featured 34 celebrities in their ads.

“In 2024, the food and beverage sector saw a strong male celebrity presence in advertisements, while Personal Care and Hygiene sector was predominantly endorsed by female celebrities, reflecting gendered marketing trends in these industries. Advertisements in the Agriculture, Telecom & Internet Service Providers, and Media sectors exclusively featured male celebrity endorsers, highlighting a lack of female representation in these categories,” the AdEx India report noted.

Published on January 29, 2025

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