Shah Rukh Khan is once again everywhere, and this time the numbers make the point unmistakably clear. Even in a year when celebrity-endorsed television advertising has slowed down, the superstar has held on to the kind of screen dominance few can match. TAM AdEx data for January to September 2026 shows celebrity-led TV ad volumes fell 17 percent from the same stretch in 2025, but SRK still finished as the most visible celebrity across television channels.
Shah Rukh Khan Leads Tv Ad Visibility
The clearest marker of that dominance is his sheer time on screen. Shah Rukh Khan recorded 26 hours of daily ad visibility, comfortably ahead of MS Dhoni, who followed with 22 hours, while Jasprit Bumrah ranked third with seven hours.
SRK also accounted for 10 percent of celebrity-endorsed ad volumes tracked during the period. Dhoni followed with 8 percent and Bumrah held a 3 percent share. Ananya Panday, Ranbir Kapoor, Abhishek Sharma, Amitabh Bachchan, Shreya Chaudhry, Kiara Advani and Rohit Sharma each contributed 2 percent.
Even with the overall decline, film stars remained the biggest force in celebrity advertising. They made up 65 percent of celebrity-endorsed TV ad volumes, ahead of sportspersons at 28 percent and television stars at 8 percent. Overall, celebrity endorsements contributed 25 percent of all television commercials aired during the January to September 2026 period.
Akshay Kumar Tops Brand Associations
If Shah Rukh Khan owned visibility, Akshay Kumar led on brand count. He emerged with the highest number of brand associations during the January to September 2026 period, underlining how the celebrity endorsement race is still being driven by a handful of familiar, bankable names.
The year-on-year comparison showed that Akshay, Ranbir Kapoor, Sachin Tendulkar, Sourav Ganguly and Pankaj Tripathi all expanded their brand portfolios over the same period in 2025. Hrithik Roshan, meanwhile, held steady with the same number of brand associations across both periods.
The advertiser mix also offered a telling snapshot of where celebrity influence is landing most strongly. Food and beverages claimed the biggest share of celebrity-backed ad volumes at 25 percent, followed by personal care and personal hygiene at 18 percent, and household products at 9 percent. On the category side, toilet and floor cleaners led with 8 percent, followed by toilet soaps at 7 percent and aerated soft drinks at 6 percent. Paints drew the widest pool of celebrity endorsers, with 36 stars linked to the category, ahead of building materials and systems with 31, and retail outlets-jewellers with 28.
Shah Rukh Khan’s Recent And Upcoming Work
That advertising hold feels entirely in step with Shah Rukh Khan’s larger pop culture standing. His pull with brands continues to mirror the scale of his presence on screen, especially after a career phase that reinforced his status as one of Hindi cinema’s most dependable marquee names.
In 2023, he led Pathaan, directed by Siddharth Anand and co-starring Deepika Padukone and John Abraham, before returning with Atlee’s Jawan, where he played a dual role alongside Nayanthara and Vijay Sethupathi. He ended that year with Rajkumar Hirani’s Dunki, co-starring Taapsee Pannu. All three films were released in 2023 and kept him at the centre of the box office conversation through the year.
His next confirmed theatrical release is King, directed by Siddharth Anand. The film is slated for a 24 December 2026 release and features a cast that includes Deepika Padukone and Abhishek Bachchan. For a star who continues to command attention in both cinema and advertising, that next big-screen move only adds to a run that remains difficult to rival.
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