As the curtain lifts on the advertising world in 2025, a dramatic shift has unfolded: celebrity-endorsed television ads have plummeted by an astounding 22% compared to the previous year. This has left many wondering if the glint of stardom in advertising might be dimming.
Lights, Camera… Where Are the Ads?
The latest ‘Celebrity Endorsement Report’ from TAM AdEx has unveiled that celebrities featured in only 29% of all television ads broadcasted in the first half of 2025. The data presents a broader picture of an industry in flux: film stars, though still dominant, accounted for 74% of this sector, leaving sports stars with 19%, and television actors trailing with just 7%.
Star Categories: Unpacking the Luminosity
Debunking the myth of their universal appeal, a closer look at the endorsement patterns reveals that the ‘Food & Beverages’ sector commanded the largest slice of celebrity ad volumes with 23%. The ‘Personal Care/Personal Hygiene’ followed closely with 17%, demonstrating a definitive preference for these brands. Noteworthy is the fact that ‘Toilet/Floor Cleaners’ emerged as a distinct leader, diligently cleaning up in the category race with 8% of the total celebrity ad rubrics.
The Faces of Fame
Amidst this shifting landscape, Shah Rukh Khan’s star power remains unabated, topping the visibility charts with 27 hours of screen time daily across various channels. Yet, only eight out of the top ten spots were claimed by male celebrities, indicating a slight imbalance in gender visibility. In contrast, celebrity couples like Deepika Padukone with Ranveer Singh maintain a formidable presence, collectively endorsing 30% of celebrity couple ad volumes, underscoring the magnetic allure of these power pairs.
Deconstructing the Decline
This report, which scrutinizes the advertising manifestation channeling from January to June 2025, reveals an industry grappling with changing tides—prompted by evolving consumer attitudes and financial recalibrations by brands. The decline in celebrity endorsements opens up discussions on whether stardom alone is enough to captivate the modern consumer.
As stated in Social Samosa, the findings highlight the need for brands to innovate beyond conventional means if they wish to captivate their audiences effectively in an ever-evolving advertising arena.
So, as brands clearly retrace their steps under the spotlight, the question remains: are celebrity endorsements losing their age-old charm, or is there a new dawn approaching in the storytelling of product magic?