Celebrity presence in IPL 18 ads drops 13%: TAM Sports
The influence of celebrities in television advertising during the 18th season of the Indian Premier League (IPL) witnessed a notable dip, according to a new report by TAM Sports, a division of TAM Media Research.The analysis, based on ad volumes from all live matches of IPL 18, reveals a 13% decline in celebrity-endorsed advertisements compared to the previous season. JioStar is the official TV and digital rights partner of the IPL.Pertinently, the overall ratio of celebrity to non-celebrity ads shifted as well. While celebrity endorsements made up 59% of ads in IPL 17, the share dropped to 53% in IPL 18, indicating a strategic diversification by advertisers driven by cost and creative considerations.Despite the overall dip, celebrities continued to play a dominant role in advertising strategies. Film actors led the charge, accounting for 50% of the total ad volume, followed by sports personalities at 32%.Together, these two groups represented more than 80% of the total celebrity-endorsed ad space.
Shah Rukh Khan maintained his reign as the most prominent celebrity endorser for the second year in a row. His share of ad volumes, however, decreased from 13% in IPL 17 to 8% in IPL 18. He was followed by Ananya Panday (7%), Laksh Lalwani (6%), M S Dhoni (5%), and Ajay Devgan (5%).The top categories included Ecommerce gaming, pan masala, biscuits, corporate-financial institute, and paints. Notably, Sporta Technologies and Parle Biscuits were among the top advertisers leveraging celebrity endorsements.The report also found a shift in the celebrity mix as the number of celebrities featured declined, with over 60 personalities appearing in IPL 18 compared to more than 75 in IPL 17. Sports celebrities saw a steeper fall, dropping from 35 to just over 15 this season.
Among sports figures, M S Dhoni continued to be a reliable face for brands, holding a 17.3% share among all sports celebrity-endorsed ads. He was followed by Rohit Sharma, Surya Kumar Yadav, Yashasvi Jaiswal, and Mohammed Siraj.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
India.com
8 minutes ago
- India.com
'The last time he played a T20I....': Suryakumar Yadav's first reaction as Gill gets vice captaincy of the side for Asia Cup 2025
'The last time he played a T20I....': Suryakumar Yadav's first reaction as Gill gets vice captaincy of the side for Asia Cup 2025 New Delhi: Indian T20 captain Suryakumar Yadav has welcomed the return of Shubman Gill. Gill has been made the vice-captain in the 15-member squad announced for the Asia Cup 2025. He has returned to the T20 format after almost a year. Suryakumar said that the last time Gill was the vice-captain on the Sri Lanka tour and from there the new cycle of preparation for the T20 World Cup started. Gill was busy in the Test series Suryakumar said that Gill did not get a chance to play in T20s as he was constantly busy in Test cricket and the Champions Trophy. He said, 'Now Gill is in the team and we are happy that he has returned.' IPL and international record Gill's return is also due to his brilliant IPL 2025 performance. While captaining Gujarat Titans, he led the team to the playoffs and scored 650 runs in 15 innings. His strike rate was 155.87 and his average was 50. Gill has also scored 578 runs in 21 matches in T20Is, which includes one century and three half-centuries. He is among the few Indian batsmen who have scored centuries in all three formats. Selectors' strategy Selection committee chief Ajit Agarkar said that the reason for Gill not playing was the schedule and the busy calendar of other formats. During this time Sanju Samson and Abhishek Sharma got a chance. Agarkar also made it clear that, keeping in mind the balance of the team, the captain and coach will decide whether Gill will directly enter the playing XI or not. Missing players and future preparations Yashasvi Jaiswal has been kept on standby, while Abhishek Sharma was given priority. Agarkar said that Shreyas Iyer played well in the IPL but could not get a place. At the same time, Rinku Singh was selected as an additional batting option. The selectors clearly said that the players are being selected keeping in mind the T20 World Cup 2026. The India Squad for the Asia Cup 2025 is looking very balanced and potent side. India's schedule India, the defending champions, are placed in Group A along with Pakistan, UAE, and Oman. The team will open the campaign against UAE on September 10, while the high-voltage clash will be against Pakistan on September 14. The last league match will be played against Oman in Abu Dhabi on September 19.
NDTV
8 minutes ago
- NDTV
Team India's Asia Cup Squad: Ins, Outs From The Last T20I Series
There were several surprise selections in India's Asia Cup 2025 squad, which was announced on Tuesday in Mumbai. The squad was announced during a press conference attended by T20I skipper Suryakumar and chief selector Ajit Agarkar, which was held after a meeting between BCCI secretary Devajit Saikia and the selection committee. India Test captain Shubman Gill, who last played a T20Is in July last year, was included in the squad. Pacer Jasprit Bumrah was also included, despite the recent talks over his workload issues. In the Indian Premier League (IPL) 2025, Gill scored 650 runs in 15 innings at an average of 50.00, with a strike rate of 155.87, with six fifties and a best score of 93*, ending as the fourth-highest run-getter in the tournament. Gill replaced Axar Patel, who served as Suryakumar's deputy in the format during his absence. It is worth noting that Gill was the vice-captain during his last appearance in the format. Meanwhile, Shreyas Iyer and Yashasvi Jaiswal 's snub was the other major highlight from the 15-member squad. Jaiswal was the back-up opener ahead of Gill for the T20 World Cup last year. He was the backup as India wanted to open with Rohit Sharma and Virat Kohli. Having made 723 runs in 23 T20Is with a century and five fifties at a strike rate of over 164 throughout his career, Jaiswal's 559-run IPL 2025 season (in 14 matches with six fifties at SR of almost 160), brought back the leftie into T20I conversations. Iyer ended up as the sixth-highest run-getter in IPL 2025 and had his best season, scoring 604 runs in 17 matches and innings at an average of 50.33, strike rate of 175.07 and six fifties. His best score was 97*. He played a massive role in taking PBKS to their first IPL final since 2014, but the team fell short by six runs to Royal Challengers Bengaluru (RCB). There were several exclusions in the team from India's last T20I squad, a five-match series in February 2025.
Pink Villa
11 minutes ago
- Pink Villa
Geeta Basra had an unexpected marriage condition for Harbhajan Singh, here's how Yuvraj Singh helped them
Harbhajan Singh and Geeta Basra's love story is one for the books. While the sportsman was at the peak of his career, the latter was just launched in the films. Ahead of celebrating a decade of being married to each other, the actress recalled a condition she put forth before tying the knot with the Indian bowler. Basra, during her appearance on Bharti TV, revealed that she was just 21 when Singh asked for her number from his friend and fellow cricketer, Yuvraj Singh. What was Geeta Basra's condition for marrying Harbhajan Singh? While sitting down for a conversation with the media portal, Basra revealed that she had just gotten a film opposite Emraan Hashmi, which was titled Dil Diya Hai and was released in 2006. She reunited with the actor yet again for The Train, which was hitting theaters the following year. The same year the bowler saw Basra's poster, it was love at first sight for him. Furthermore, the actress explained, 'He was very clear. He saw my poster, and it was probably love at first sight for him. He asked Yuvi (Yuvraj Singh) for my number. Obviously, Yuvi has a lot of friends,' referring to the latter's connections in the industry. Basra added, 'They'd just won the World Cup. So a couple of days later, I'd messaged, 'Well done! Congratulations!' That's it. We got in touch again. When we met, he was very clear he didn't want friendship and said, 'Tere se hi shaadi karunga' (I'll marry only you). I said, 'Shaadi?' I was only 21.' Meanwhile, having entered the industry 15 years ago, the actress revealed that it was a very different time for women. However, because she too was smitten by Singh, Basra put forth a condition for marriage. She explained, 'For him, it was love at first sight. But I took 10 months to say yes. I told him the day you'd score 300 wickets, I'd say yes. A couple of days later, he got 300 wickets. So I said let's give it a shot.' Harbhajan Singh and Geeta Basra got married in 2015, and are parents to two kids. As for the bowler's career, Singh served in the Indian cricket team from 1998 to 2016. He also played in the IPL, for Mumbai Indians and Chennai Super Kings.
