From The Economic Times · Javed Farooqui · · 50s
Celebrity Ads Drop as Sports Stars Rise
Celebrity TV ad volumes fell 17% in 2026 as sports stars gained ground.
In brief
Celebrity TV ad volumes fell 17% in 2026 as sports stars gained ground. Celebrity-endorsed TV ad volumes declined 17% in January, September 2026 as sports stars like Shah Rukh Khan and Dhoni increased their ad presence. Originally reported by The Economic Times.
Celebrity Ad Volumes Decline
Celebrity-endorsed television ad volumes declined 17% in January, September 2026 from a year earlier.
Top Celebrity Endorsers
Shah Rukh Khan accounted for 10% of celebrity-endorsed ad volumes, followed by Dhoni at 8% and Jasprit Bumrah at 3%.
Daily Ad Duration
Khan recorded 26 hours of daily ad duration across television channels, against Dhoni’s 22 hours.
Profession Shares
Film actors and actresses together accounted for 65% of celebrity-endorsed advertising in January, September 2026.
Sports Stars Gain Share
Sports personalities’ share rose from 19% to 28% in the corresponding period.
In short
Celebrity-endorsed TV ad volumes declined 17% in January, September 2026 as sports stars like Shah Rukh Khan and Dhoni increased their ad presence.
