Celebrity-endorsed advertisements saw a 10% increase in the first half of 2024 compared to the same period last year, according to TAM AdEx’s Half-Yearly Celebrity Endorsement Report. Film actors led the space, contributing to 75% of such ads, with Akshay Kumar emerging as the most prominent figure. Kumar averaged close to 22 hours of daily visibility on television through endorsements, securing his position as the 'most visible celebrity.'
The report also noted a rise in celebrity pair endorsements, with duos like Ranbir Kapoor-Alia Bhatt and Amitabh Bachchan-Jaya Bachchan becoming a common feature. Shah Rukh Khan followed Kumar closely, with an average of 20 hours of daily TV ad visibility. In parallel to his advertising presence, Kumar is slated to appear in several major films, including Housefull 5, Bhooth Bangla, Jolly LLB 3, and Welcome to the Jungle.