How celebrities like Aamir Khan and Ajay Devgn dominate IPL 8 commercials

MUMBAI | NEW DELHI: Every third advertisement shown on television during live telecast of the ongoing IPL features a celebrity with Aamir Khan and Ajay Devgn being the two most seen faces between wickets and overs.

This year’s edition of the popular twenty20 tournament has also attracted 35 new advertisers with several ecommerce players coming on board, according to television audience monitoring firm TAM Media Research’s data based on the first 54 matches, or five weeks.

"Celebrity endorsements have grown at an average rate of 25% from last year and there is a larger category of e-commerce players this year whether it is Amazon or Snapdeal," said Vinita Bangard, CEO at celebrity management firm Krossover Entertainment. According to TAM data, 32 celebrities have appeared in commercials during IPL 8, up from 18 celebrity endorsed advertisements in the first season in 2008.