Ad preference for film actresses on TV

Advertisers continued their love affair with female stars of the film industry, as actresses continued to rule over actors in hogging advertisement time in the first half of this year. Bollywood alone accounted for 87 per cent share of celebrity endorsements in the six-month period.

According to a TAM Adex release, during the first six months of this calendar year, film actresses led with 45 per cent share of celebrity endorsements on TV, followed by film actors and sportspersons with 42 per cent and 10 per cent share respectively. The numbers represent the percentage share of time of the total advertisement time by celebrities on TV.

In the first half of 2009, Bollywood celebrities contributed 78 per cent of overall celebrity endorsements on TV. Film actresses had accounted for 43 per cent of the total time.

However, in the number of brands endorsed by a celebrity, MS Dhoni led the chart with 24 brands followed by Shah Rukh Khan and Sachin Tendulkar endorsing 16 and 15 brands respectively during H1 of 2010.

Aerated soft drink was the top category in celebrity endorsements on TV followed by cellular phone service and toilet soaps respectively. Lux toilet soap, Pepsi and Airtel cellular phone service were the top 3 brands in celebrity endorsements on TV during the period.