Celebrity endorsements during IPL 13 up by 39%; M S Dhoni a brand favourite: TAM Sports


This year’s edition of the India Premiere League has been remarkably successful, Mediabrief earlier reported how Dream11 IPL 2020 has set a viewership record with an overall consumption increase of 23% versus 2019. Television viewership reached an outstanding 31.57 MN average impressions.

Now TAM Media‘s sports division TAM Sports has revealed how this season Of IPL impacted celebrity endorsements, During IPL 13, celebrity-endorsed ads had a 48% share of overall Ad Volumes on TV. The count of celebrities during IPL 13 grew by 39% compared to IPL 12.

M S Dhoni was the top celebrity during IPL 13 while Aamir Khan was on top during IPL 12. The report also notes how all the top 5 celebrities were common in both IPL 13 and IPL 12. 

Among the Top 5 sports Personalities M S Dhoni, Virat Kohli, and Rishabh Pant were common sports Celebrities during both IPL 13 and IPL 12. 3 out of the top 5 categories in celebrity endorsement belonged to the E-commerce sector during IPL 13.

During IPL 13, Celebrity endorsed ads had a 48% share of overall Ad Volumes, Film actors were leading in endorsing brands with a 44% share of Ad Volumes followed closely by Sportspersons with 41%. The overall number of celebrity endorsements saw a sharp rise of 39% compared to IPL 12. The number of Sports personalities grew by 62% in IPL 13 while brands using celebrity endorsement increased by 7%.

M S Dhoni comes on 1st place with a 14% share with 11 advertisers and across 19 different brands.

Top 5 Celebrities during IPL 13

Top 5 Celebrities during IPL 12

M S Dhoni [11] 14% Aamir Khan [2] 15%
Aamir Khan [1] 9% M S Dhoni [10] 10%
Virat Kohli [5] 6% Virat Kohli [9] 10%
Shahrukh Khan [1] 6% Shahrukh Khan [5] 7%
Ranveer Singh [3] 5% Ranveer Singh [5] 7%
Top Celebrities:                                                         

M S Dhoni

No. of Advertisers


Akshay Kumar 6
Virat Kohli 5
Ayushmann Khurrana 5
Amitabh Bachchan 4

Top 3 Categories in Celebrity Endorsement belonged to Ecommerce sector during  IPL 13

Top 5 Categories: Total 56 Top 5 Advertisers – Total 59
Ecom-Gaming 21% Sporta Technologies (Dream 11) 14%
Ecom-Wallets 13% FX Mart (Phonepe) 11%
Ecom-Education 6% Think & Learn 6%
Corporate-Financial Institute 6% Reliance Jio Infocomm 6%
Aerated Soft Drink 6% AMFI (Asso. of Mutual Funds In India) 6%


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