The period of January to June this year saw an 11% jump in sports personalities’ endorsement of brands in TV advertising, compared to the same period in 2010, according to TAM AdEx data based on advertising volumes — in seconds — during commercial time. Sports personalities' share of celebrity endorsement advertising stood at 21% in the first half (H1) of 2011, compared to 10% in H1 2010.
A look at the top 10 sports endorsers in H1 2011 showed an almost total domination by cricketers, current and past. The only non-cricket sportsperson in this list was Saina Nehwal at seventh position. The ICC Cricket World Cup 2011 and IPL in H1 this year, with high expectations on India winning the World Cup, had a lot to do with the cricket celebrity skew in the top sports celebrity ad list.
During H1 2011, celebrity advertising captured a 16% volume share of overall TV ads, with film actresses continuing to dominate the celebrity endorsement space with a 39% share, a drop from 42% in H1 2010. Katrina Kaif continued to rule the rankings with a 6.42% share of the pie.Among actors (TAM AdEx considers actors and actresses from Hindi cinema and TV), Shahrukh Khan displaced Abhishek Bachchan from second rank with a 5.59% ad share. Abhishek Bachchan had a 4.25% share of celeb ads in H1 2010 at second position but in H1 2011, he slipped to seventh rank with a 3.09% share. Akshay Kumar improved his ranking from the 10th to the eighth rank with a 3.01% share, and Asin and Saif Ali Khan made an entry in the top 10 list.
Amitabh Bachchan featured in the sixth position with a 3.51% share in H1 2011; he had not featured in the H1 2010 top 10 list. Kareena Kapoor took the fourth position with a 3.78% share, up from sixth last H1. Aishwarya Bachchan, Kajol, Deepika Padukone and Genelia D'Souza disappeared from the H1 2011 top 10 list — they had featured on the list in H1 2010.