According to recent reports of TAM AdEx, Katrina Kaif and Shah Rukh Khan seem to be the marketer’s favourites, with both of them commanding 6 percent of television ads featuring them. MS Dhoni follows with 5 percent of the pie, while Kareena Kapoor, Sachin Tendulkar and Amitabh Bachchan garner 4 percent of the share. Abhishek Bachchan, Akshay Kumar, Asin and Saif Ali Khan make it to the top-ten list with 3 percent share.
Among advertisers, Hindustan Lever is the top advertiser using celebrities, while Procter & Gamble and PepsiCo make it to the second and third spot respectively.
Film stars have been the most sought after brand ambassadors by marketers, and they continue to do so. However, as per the recent trends emerging from TAM reports indicate that sportspersons are gaining more shares of celebrity endorsements as compared to film stars on television. The report estimates 21 percent of celebrities on television in the first half of 2011 are from the arena of sports as compared to 10 percent in the first half of 2010.
Meanwhile, film actresses continue to top the table, with 39 percent share of celebrity endorsements followed by film actors with 37 percent. This is a drop from last year’s estimates, where film actresses topped the table with 45 percent share and film actors followed with 42 percent. Television actors and actresses continue their single digit shares with 2 percent each. Interestingly, both professions gained by 1 percent each as compared to last year.