The celebrity endorsement saw a huge upward climb during the ICC T20 World Cup 2021, which concluded in November last year. During the ICC T20 WC 2021, there was a share of 56% of the celebrity endorsement in the total ad volume, which was 39% during the ICC T20 WC 2016, as per a report by TAM AdEx.
The average ad volumes/channel for celebrity-endorsed ads was upward by 80% in the ICC T20 WC 2021 in comparison to the earlier T20 World Cup. Adding more to it, the overall number of celebrities saw a significant rise of 33%, and the count of advertisers utilising celebrity endorsement increased by 17% during the World Cup of the shortest format last year.
Film actors and sports personalities combined accounted for 82% ad volume share of the celebrity-endorsed ads in the ICC T20 WC 2021. The number of sports personalities saw a growth of 111% and the share of ads with sports personalities grew from 16% to 29% during the ICC T20 WC 2021.
Among the sports personalities, Virat Kohli is the one who led the chart by holding a share of 18% of ad volumes. He was followed by his teammate Jasprit Bumrah with 17% share and in third, we have the Olympic gold winner, Neeraj Chopra with 14% share. The report further added that Kohli and Rohit Sharma continue to be among the top five sports personalities during the last two editions of the T20 World Cup.
Shah Rukh Khan was the top celebrity endorser with a 14% share in the ad volumes. The Kolkata Knight Riders‘ owner is followed by Kareena Kapoor and Vicky Kaushal, respectively, both having a 7% share in ad volumes during the marquee international T20 event in 2021.
As per the report, three out of the top five categories which were endorsed by celebrities belonged to the e-commerce sector. While the top five categories and advertisers accounted for 66% and 51% share of celebrity ad volumes respectively during the ICC T20 WC 2021.