Celebrity-endorsed TV ad volumes fall 17% as sports stars gain ground

Celebrity-endorsed television ad volumes saw a 17% decline from last year in January to September. Shah Rukh Khan and Mahendra Singh Dhoni stood out as the most visible celebrity endorsers. Film actors accounted for 65% of endorsed ads, while sports personalities increased their share from 19% to 28%. Food and beverages led in advertising volume, with toilet and floor cleaners attracting the most attention.