The ad volumes for celebrity-endorsed commercials saw a 3% growth in 2024 compared to 2023, according to the TAM AdEx celebrity endorsement report 2024, highlighting the sustained influence of star power in advertising.

Cricketer MS Dhoni emerged as the most sought-after celebrity among all professions, endorsing the highest number of brands in 2024. He was also the top visible sportsperson in the past year. 

With an average visibility of 20 hours per day, Akshay Kumar topped the list of the most visible celebrity through endorsements done on TV.

50% of ads were endorsed by four celebrity couples namely, Akshay Kumar and Twinkle Khanna, Ranbir Kapoor and Alia Bhatt, Virat Kohli and Anushka Sharma, and Amitabh Bachchan and Jaya Bachchan, highlighted the report.

Overall, celebrities had a strong influence on television advertising, endorsing over 25% of all ads aired. From the celebrity professions, film stars added 77% share of advertising during 2024, with male movie actors commanding 42% of the total brand endorsement market.

This was followed by sportspersons and TV stars, who added 14% and 9% share respectively.

While Akshay Kumar dominated TV advertising in 2024, Shah Rukh Khan followed closely behind with 16 hours per day, reinforcing his enduring influence in brand endorsements. 

SRK was followed by Amitabh Bachchan (3%), MS Dhoni (3%), Sara Ali Khan (3%), Kiara Advani (3%), Alia Bhatt (2%), Ranveer Singh (2%), Ranbir Singh (2%) and Anushka Sharma (25), and others (69%).

The top 10 most visible celebrities comprised six male and four female stars, showcasing a strong male presence in brand promotions.

MS Dhoni, Kiara Advani, and Ranbir Kapoor were the new entrants in the 2024 top 10 list, compared to 2023.

The celebrity-endorsed ads witnessed a decline of 8% in 2023 and 6% in 2024 compared to 2022. 

The IPL season significantly boosted advertising activity, making the April–June 2024 quarter the peak period for daily ad volumes (measured in hours).

More than 50% of the ads endorsed by celebrities fall under top three sectors of F&B, Personal Care/Personal Hygiene, and Household Products, while 80% of the ads fall under top seven sectors.  

Ecom-gaming was the top category for which maximum celebrities from different professions endorsed brands.

The report underscores the continued significance of celebrity endorsements in Indian advertising, with film actors, sports personalities, and television stars playing a crucial role in enhancing brand recognition. 

While endorsement volumes have seen variations, the report indicates that brands in 2024 have consistently leveraged star appeal to strengthen visibility and connect with consumers across major industries.