In a testament to his enduring star power, Bollywood superstar Shah Rukh Khan has been named the most visible celebrity on Indian television, according to the latest TAM AdEx Half-Yearly Celebrity Endorsement Report for January-June 2025. The report, which provides a comprehensive analysis of TV advertising trends, reveals that the actor commands an astounding average visibility of 27 hours per day across various channels.
The data, released by TAM Media Research, places Khan significantly ahead of other top endorsers. Former Indian cricket captain M.S. Dhoni follows in second place with 22 hours of daily visibility, while Akshay Kumar and Ranveer Singh also feature prominently in the top five. This dominance by film stars is a continuing trend, with the report indicating that film actors contributed a massive 74% of all celebrity-led advertising in the first half of the year.
While Shah Rukh Khan leads in visibility, the report also offers other key insights into the celebrity endorsement landscape. Notably, M.S. Dhoni endorsed the highest number of brands, at 43, compared to Shah Rukh Khan’s 35. This suggests that while Khan’s ads have a longer duration and wider reach, Dhoni has a more diverse portfolio of brand partnerships.
The report also highlights a shifting advertising landscape. Despite the high visibility of top stars, celebrity-backed ads accounted for just 29% of total TV ad volumes, a decline from previous years. This indicates a growing trend of brands opting for non-celebrity campaigns. However, the concentration of endorsements remains strong in key sectors, with Food & Beverages, Personal Care/Personal Hygiene, and Household Products leading the way.
E-commerce and gaming emerged as a notable category, attracting the highest number of celebrity endorsers (38). Additionally, celebrity couples continue to be a powerful force in advertising, with the duos of Deepika Padukone-Ranveer Singh, Anushka Sharma-Virat Kohli, and Akshay Kumar-Twinkle Khanna collectively driving over 40% of couple-led endorsements. The findings of the TAM report reaffirm that despite a slight overall dip, the power of a few select megastars like Shah Rukh Khan remains unparalleled in capturing audience attention on television.
Key Highlights:
- SRK Leads Visibility: Shah Rukh Khan has been ranked as the most visible celebrity on Indian television, with his endorsements appearing for an average of 27 hours per day, according to a TAM AdEx report for the first half of 2025.
- Top Endorsers: M.S. Dhoni follows in second place with 22 hours of visibility and leads in the number of brands endorsed (43), while film actors collectively dominate the celebrity endorsement market with a 74% share.
- Shifting Trends: The report reveals an overall decline in celebrity-endorsed ads, with them making up only 29% of total ad volumes, indicating a growing trend towards non-celebrity advertising.
- Key Sectors and Couples: The Food & Beverages and Personal Care sectors are major drivers of celebrity endorsements. Top celebrity couples like Deepika Padukone-Ranveer Singh and Anushka Sharma-Virat Kohli are also a significant force, accounting for over 40% of all couple-led endorsements.