TV Ads Featuring Celebrities Experiences Dip In Personal & Hygiene Category

Data released by the media research firm TAM, showed a significant dip in the number of ad volumes in the category of personal care and hygiene which indulged celebrities as a part of their endorsements. The number of ads in the particular category came down by 38 percent in the second quarter when compared to the first quarter in the current calendar year. A dip was also recorded in the ratio of the celebrity featured ads, which showed a decline from 30:70 to 22:78  when compared to non-celebrity ads. 

The reason behind the significant dip can be the overall slowdown in the number of ad volumes, owing to the economic crisis which the ad-makers had to face because of the ongoing pandemic, on top of that shooting for advertisements experienced a pause, because of the government declared nationwide lockdown. 

The overall trend on a quarterly basis shows a dip in the number of ad volumes, contrary to it the monthly trend shows a very different picture. In Q2, May 2020 a 6 percent rise was witnessed in the number of celebrity endorsements as compared to April 2020, while June came with a much encouraging number showing the number of ad volumes having celebrities in them going up to 50% more when compared to data released in April 2020. 

TVC’s which brought male actors in the picture came down in Q2 in comparison to Q1, while on the contrary Female film as well as Tv actors, sportspersons, got more ads during this period. The number went high in Q2 as compared to Q1 for female actors which showed 70% in Q1 and 73% in Q2. The lowering trend for male actors was noticed during the same period and the share of ads for male actors went down from 25% in Q1 to 16 % in Q2. Sports celebs too made their way and recorded a good increment from 3 percent to 6 percent on a quarter to quarter basis,  female TV actors are also not out of play and recorded an increment from 2 percent to 5 percent from quarter to quarter. Out of all ad volumes, Sportsperson and Female Tv actors came out as the prime gainers with an increment in 50 percent and 65 percent respectively from the month of  Apr-Jun’20 as compared to Jan-Mar’20.

The female endorsers saw good growth in the particular ad category and an increment was recorded significantly in Q2. The ratio between the number of males and females who are engaged with advertisements already projected a bent towards the female endorsers. The gap between both genders got worse in the second quarter. 81% of the total ad volumes were bagged by female ad endorsers in Q2 while the number was 74% in Q1. 

The only male endorser in the list of top 5 celebrities in the category was Varun Dhawan, while Kareena Kapoor Khan along with Kiara Advani had 17% in their share of ad volumes, Alia Bhatt makes her entry just after that with, 10 percent of ad volumes, Dhawan rolled down to (9 percent), and Sara Ali Khan ended up with only 5 percent of the total ad volumes. Out of all the brands in the category of personal care and hygiene, which went for endorsements during Apr-Jun’20, Toilet soaps recorded itself in the topmost position of the most endorsed celebrity brands. HUL was recorded as the leading advertiser with 17% share while the other top 5 advertisers recorded 70% of the total ad volume in the particular sector.