IPL 2024: Shah Rukh Khan topples Aamir Khan as top endorser; celebrity ads drop 23%

Shah Rukh Khan was the top celebrity endorser during IPL 17.

The ongoing Indian Premier League (IPL) season 17 has recorded a 23 percent drop in advertisements endorsed by celebrities, according to data from TAM Sports, a division of TAM Media Research.

While ad volume share of celebrities has dropped this year, the celebrity who emerged as the winner in 2024 is Shah Rukh Khan who toppled Aamir Khan, the star who topped the charts in 2023.

Shah Rukh Khan registered a 12 percent share of ad volumes during the first 37 matches of IPL 17. Bollywood star Ajay Devgn came in a distant second at 7 percent ad volume share, followed by Virendra Sehwag, Ravichandran Ashwin and Hardik Pandya at 4 percent.

Last year, Aamir Khan recorded an ad volume share of 10 percent. Ranveer Singh, Akshay Kumar, Shah Rukh Khan and Virat Kohli had a 6 percent ad volume share across 37 matches.

However, actors from the film industry came in second with a 36 percent share while sports personalities claimed the larger portion of brand endorsements at 50 percent share of ad volumes during IPL 17.

Film actresses and TV actors recorded an 11 percent and 4 percent ad volume share this year during the 37 matches of the ongoing cricket league.

Across all matches in IPL 16 last year, film actors held the highest share of brand endorsements, accounting for 49 percent of the ad volumes, followed by sports persons at 41 percent.

When compared to IPL 16, the number of overall celebrities and sports stars increased by 45 percent and 41 percent, respectively, during IPL 17. In terms of number of celebrities, over 60 celebrities and over 25 sports stars were visible during IPL 17.

There were over 45 celebrities and over 20 sports stars who were visible during IPL 16.

Last year, the number of overall celebrities and sports stars decreased by 29 percent and 21 percent, respectively, during IPL 16 when compared to IPL 15 for all the matches.

Two out of top five categories endorsed by celebrities belonged to the food and beverage (F&B) sector during IPL 17. Top five categories including online gaming and advertisers like Sporta Technologies, parent company of Dream11, accounted for more than 75 percent and 65 percent ad volumes share of celebrity endorsed ads in IPL 17.