Bollywood stars Shah Rukh Khan and Ajay Devgn top the list of celebrity-endorsed ads that are airing during the Indian Premier League (IPL) with a cumulative 19% share of the TV ad volumes during the first 37 matches, according to data from TAM Sports.

Among sports celebrities, Virender Sehwag tops the list with a 7.5% share of the ad volumes, followed by Hardik Pandya with a 7.4% share.

In IPL 2023, Aamir Khan dominated the ad volumes for celebrity-endorsed commercials on TV, while Virat Kohli was the top sports celebrity.

The TV volume share of ads featuring celebrities has declined by 23% for the first 37 matches of the tournament compared to the previous edition for the same number of matches.

TAM Sports is the sports division of TAM Media.

The research company also stated that the share of celebrity-endorsed ads to the overall TV ad volume stood at 61%, down from 75% in the previous edition. The share of non-celebrity ads jumped to 39% from 25%.

Almost 50% of the celebrity-endorsed ads featured sports personalities, while film stars had a 36% share of these ads. The combined share of film actresses and TV actors stood at 14% of the total celebrity-endorsed ads.

Ecom-Gaming, Pan Masala, Aerated Soft Drink, Face Wash and Paints were the top five categories for celebrity-endorsed ads, grabbing 75% of the ad volumes.

Among advertisers, Sporta Technologies, Vishnu Packaging, K P Pan Foods, Playgames 24*7 and Coca-Cola India dominated the list of celebrity-endorsed ads with a 65% share of the ad volumes.