SRK emerged as the most visible celeb in TV ads in H1

Overall, 29 per cent share of the ads’ telecast on TV were seen being endorsed by celebrities

Shah Rukh Khan was the most visible celebrity in television ads in January-June period with a share of 8 per cent closely followed by MS Dhoni (7 per cent), as per the latest data released by AdEx India, a division of TAM Media Research. Akshay Kumar, Ranveer Singh, Amitabh Bachchan, Ananya Pandey, Ranbir Kapoor, Anushka Sharma, Rahul Dravid and Virat Kohli were among the other celebrities that were ranked the top ten in terms of visibility in TV ads.

However, in terms of count of brands MS Dhoni led the charts and was seen endorsing 43 brands in the first half of 2025 on television. SRK endorsed 35 brands while Big B was seen endorsing 28 brands in TV ads during this period.

Overall, 29 per cent share of the ads’ telecast on TV were seen being endorsed by celebrities. Film stars dominated celeb-endorsed ads contributing 74 per cent of advertising during January-June 2025 in the first half of the year, while sports stars and TV stars endorsed merely 4 per cent and 3 per cent share respectively, the report revealed.

At the same time, celebrity endorsed ad volumes witnessed a degrowth in Jan-Jun 2025 with 12 per cent compared to January-June’23 period and a 20 per cent drop compared to January-June 2024.

Food & beverage sector with 23 per cent share was the top sector that has roped in celebrities to endorse products. This was led by categories such as aerated beverages, milk beverages and digestives. More than 45 per cent of the celebrity endorsed ads volume were for key sectors of food & beverages, personal care & hygiene and household products.

The top ten categories accounted for 40 per cent share of the celebrity ad volumes during January-June period. These categories include toilet and floor cleaners, aerated soft drinks, washing powders and liquids, building materials and systems, paints, digestives, toothpastes and milk beverages.

Meanwhile,  Deepika Padukone & Ranveer Singh and Anushka Sharma & Virat Kohli emerged as the most visible celebrity couples in TV ads in the first half of this year, the report by TAM Media Research noted.

Published on September 2, 2025

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