Aamir Khan is the top celeb endorser till 55 matches of IPL 2023: TAM Sports

The ad volume share of this year's celebrity-endorsed Indian Premier League (IPL) ads, witnessed a growth of 6%, as compared to last year's edition, across 55 matches, according to the latest TAM Sports report. 

Aamir Khan emerged as the top celeb endorser this year, with a 10% share. Shah Rukh Khan and Akshay Kumar bagged the second position, with a 7% share each. Then came Ajay Devgn (6%).

Out of the sports celebs, cricketer Virat Kohli topped the list, with a share of 13%, followed by Rohit Sharma (11%).

The report also revealed that that actors held the highest share of brand endorsements, accounting for 51% of ad volumes, followed by sportspersons (40%). 

Moreover, the share of actors and sportspersons endorsed ads per channel grew by 16% and 17% respectively during this year's IPL, as compared to the last year's edition. 

The ratio of celeb-endorsed ads to non-celeb-endorsed ads recorded a majority of propositions by celebs, as compared to non-celebs. The ratio in this year's IPL matches is 72:28; as compared to 54:46 last year.

When compared to last year's IPL, the number of overall celebs and sportspersons, decreased by 30% and 27% respectively, this year. Last year's IPL accounted for more than 70 celebs and 30-plus sportspersons. This year, the numbers came down to 50-plus celebs and more than 20 sportspersons.

Three out of the top five categories endorsed by celebs, belonged to the F&B sector during this year's IPL. The top advertisers include Sporta Technologies, Vishnu Packaging, K P Pan Foods, and Cadbury India.