Our Bureau

Chennai, April 8 If you ever got the sneaky feeling that you were being bombarded with endorsements featuring the latest celebrity selling everything from health beverage to cars, surveys can confirm your doubts.

A study by AdEx India, a division of TAM Media Research, finds that there has been 49 per cent growth in celebrity endorsement ad volumes on TV during 2007 compared to 2006.

Celebrities from the film industry accounted for 81 per cent share of the overall celebrity endorsement ad pie on TV during the year, an official statement said.

Aerated soft drinks was the top category, with maximum ad volumes of celebrity endorsement during 2007, the study reveals.

Shah Rukh Khan ruled the celebrity endorsement space with the maximum number of advertisers in his kitty.

In fact, celebrity endorsement on TV has been on a growth curve, growing six times in volume terms between 2003 and 2007.

Film celebrities accounted for 81 per cent share of overall celebrity endorsement on TV during 2007, with male actors accounting for 50 per cent share and female actors 31 per cent. Sports and TV personalities followed the film celebrities in the endorsements race with 14 and 5 per cent share respectively.

The study finds that the top 10 product categories endorsed by celebrities aggregated 40 per cent of the total ad volumes of celebrity endorsement on TV during the year.

While aerated soft drinks, cellular phone services and toilet soaps were the three categories with the highest ad volumes of celebrity endorsement during the year, Shah Rukh Khan, Amitabh Bachchan and Prerna (Shweta Tiwari) were the celebrities with the maximum number of advertisers.

Saif Ali Khan, Shah Rukh Khan and Amitabh Bachchan had the maximum visibility among celebrity endorsers on TV during 2007.

(This article was published in the Business Line print edition dated April 9, 2008)
XThese are links to The Hindu Business Line suggested by Outbrain, which may or may not be relevant to the other content on this page. You can read Outbrain's privacy and cookie policy here.