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3 out of top 5 categories endorsed by celebs during IPL, are from F&B sector.
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%).
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The report also revealed that that actors held the highest share of brand endorsements, accounting for 51% of ad volumes, followed by sportspersons (40%).
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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.
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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.