A Surprising Decline
In a shocking revelation, the latest report by TAM AdEx unveils a remarkable 22% decline in celebrity-endorsed advertisements during the first half of 2025 compared to the previous year. Despite celebrities being the face of numerous advertisements, their prominence seems to be waning in a rapidly changing media landscape.
Who Holds the Majority?
Leading the charge, film stars dominated the celebrity-endorsed ad scene by contributing a staggering 74% to the ad volume. Following them, sports personalities captured a 19% share, while television actors played a minor role with 7%. The trend underscores the enduring influence of film icons in brand promotions.
Sectors and Categories: The Big Players
The ‘Food & Beverages’ sector emerged as the frontrunner, amassing a significant 23% share of celebrity ad volumes. Trailing closely were the ‘Personal Care/Personal Hygiene’ and ‘Household Products’ sectors, which collectively claimed over 45% of the celebrity-narrated airspace. Whether it’s revitalizing instant noodles or groundbreaking hygiene products, these categories continue to leverage star power to captivate audiences.
The Faces of Popularity
Not surprisingly, Shah Rukh Khan and M.S. Dhoni have been highlighted as the most visible celebrity endorsers, with impressive average daily visibility durations of 27 and 22 hours, respectively. The report also singles out celebrity couples like Deepika Padukone and Ranveer Singh, as well as Anushka Sharma and Virat Kohli, as the pairs who magnificently hold sway over the ad space.
Conclusion
The ‘Celebrity Endorsement Report: January-June’25’ provides invaluable insights into the dynamics of TV advertising involving celebrities. These findings, based on the analysis of commercial ads excluding promos and social ads, provoke thought on the shifting paradigms of celebrity influence in brand endorsements. As stated in Social Samosa, understanding these trends will be crucial for marketers planning their future ad campaigns.