Ananya Panday tops list of leading celeb endorsers in IPL 18: TAM Report

In the 18th edition of the IPL, there was a 2% increase in the volume share of ads endorsed by celebrities compared to the previous season, spanning 37 matches, said the TAM Sports-Celebrity Endorsement Report - IPL 18.

During IPL 18, Film Actors claimed the larger portion of brand endorsements, representing 41% of ad volumes, while Sport Personalities added 35% share of ad volumes.

In the analysis of the initial 37 Matches, Shah Rukh Khan reigned supreme in IPL 17, whereas Ananya Panday ascended to the top in IPL 18. Ananya Panday emerged as the leading celebrity endorser, capturing a 9% share of total ad volumes during the first 37 matches of IPL 18.

During IPL 18, two out of the top five categories that were endorsed by celebrities belonged to the F&B sector

61% of the ads during IPL18 were endorsed by celebrities, while 39% were non-celebrity ads. Among all professions, male actors led in brands’ endorsement with 41% share of ad volumes, followed by Sports Celebrity at 35% share and female actors at 24%.

Compared to IPL 17, IPL 18 witnessed a decline in the overall number of celebrity endorsers by 22% and in count of sports celebrities by 29%.

Across the 37 matches played in both IPL 17 and 18, only Shah Rukh Khan consistently appeared among the top five endorsers in both IPL. Notably, none of the top five sports personalities featured in both IPL 17 and 18.

Top five celebrities in IPL18 are Ananya Panday (9% ad volume share), followed by Laksh Lalwani (8%), both were not in the list during IPL17.

Shahrukh Khan, who was the top celebrity endorser during IPL17 with 12% ad volume share, dropped to number three this season with 7% share, followed by MS Dhoni and Salman Khan at 5% each this IPL.

Other celebrities who were in the top five during the least season of IPL, but did not make it to this season, were Ajay Devgn, Virender Sehwag, Ravichandran Ashwin and Hardik Pandya.

Among the top five sports celebrity endorsers for IPL18 so far, are MS Dhoni at the top with 15.15 share, followed by Mohammed Siraj (9.8%), Yashasvi Jaiswal (9.8%), Rinku Singh (9.8%) and Ruturaj Gaikwad (8.2%).

According to the report, top 5 categories and advertisers accounted for more than 70% and 60% ad volumes share of celebrity endorsed ads respectively in IPL 18.

The top five categories of advertisers were Ecommerce-gaming, biscuits, Pan Masala, paints and face wash. Top five advertisers were Sporta Technologies, Playgames 24*7, Parle Biscuits, Vishnu Packaging and KP Pan Foods.