# Celebrity Ads Drop as Sports Stars Rise

> Celebrity TV ad volumes fell 17% in 2026 as sports stars gained ground.
- Title: Celebrity Ads Drop as Sports Stars Rise · The Economic Times
- Summary: 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…
- Keywords: celebrity-endorsed, tv-ad-volumes, shah rukh khan, dhoni, jasprit bumrah, sports-stars, advertising, tam media, iml, brand-associations, akshay kumar, sachin tendulkar
- Source: The Economic Times — https://economictimes.indiatimes.com/industry/services/advertising/celebrity-endorsed-tv-ad-volumes-fall-17-as-sports-stars-gain-ground/articleshow/135096186.cms
- Author: Javed Farooqui
- Published: 2026-10-21T16:14:00+00:00
- Read time: 1 min
- Topics: celebrity-endorsed, tv-ad-volumes, shah rukh khan, dhoni, jasprit bumrah, sports-stars, advertising, tam media, iml, brand-associations, akshay kumar, sachin tendulkar
## 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.
## Key takeaway

Celebrity-endorsed TV ad volumes declined 17% in January, September 2026 as sports stars like Shah Rukh Khan and Dhoni increased their ad presence.