Tuesday, 1st April,2008

  
 Highlights :

  • 49% growth in Celebrity endorsement ad volumes on TV during 2007 compared to 2006.
  • Celebrities from Film Industry lead with 81% share of overall Celebrity endorsement ad pie on TV during 2007.
  • ‘Aerated Soft Drink' was the top category with maximum ad volumes of Celebrity endorsement during 2007.
  • ‘Shahrukh Khan’ had maximum no. of advertisers in his kitty during 2007.
 
Base:Celebrities from Hindi – Movies & TV Industry and Sports personality considered.

This week, AdEx India analyzes the advertising trends in Celebrity Endorsment in TV during 2007.

Volume Growth in Celebrity endorsement on TV

  

Share of Celebrity Profession on TV during 2007

 
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  • Celebrity endorsement on TV saw a whopping growth of 6 times during 2007 over 2003.
  • Film Celebrities had the largest chunk i.e. 81% share of overall Celebrity endorsement on TV during 2007.
  • Sports and TV personalities took the 2nd and 3rd rank with 14% and 5% share respectively during 2007.
  • Film Actors accounted for 50% share followed by Film Actress and Sportsmen with 31% and 14% share of Celebrity endorsement on TV during 2007.

Share of Top 10 Categories with Celebrity endorsement ad volumes

  

Top 5 celebrities with maximum no. of advertisers in 2007

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  • Top 10 categories share aggregates to 40% of total ad volumes of Celebrity endorsement on TV during 2007..
  • ‘Aerated Soft Drink', 'Cellular Phone Service' and 'Toilet Soaps' were at the top 3 positions of top 10 categories with maximum ad volumes of Celebrity endorsement on TV during 2007.
  • Shahrukh Khan, Amitabh Bachchan and Prerna (Shweta Tiwari) were the top 3 celebrities with max. No. of advertisers.

Top 3 Celebrities Visibility per day on Television through commercials in 2007
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  • During 2007 top 3 position of maximum visible celebrity on TV was occupied by Film Actors viz. Saif Ali khan, Shahrukh Khan, Amitabh Bachchan.

Watch out for forthcoming interesting analyses in future. (Analysis from AdEx India-A Division of TAM Media Research)

Ad Volume is based on secondages. Advertising spends, if any, indicate market valuation of the ad space/time bought.
The figures should be taken only as indicative and not absolutes
Siddhartha Mukherjee, Vice President - Communications, Business Head - Eikona PR Track,
TAM Media Research Pvt. Ltd, Mafatlal Chambers – C/D, N M Joshi Marg, Lower Parel (East), Mumbai – 400 013, India.
Tel: +91 22 66531205, Mobile: +91 9820082516, E-mail: Siddhartha@tamindia.com, Website: www.tamindia.com