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How stars fared in the Digital Celebrity Index 2016

MUMBAI: Digital services company To The New has released its analytical report called the ‘Digital Celebrity Index’ covering the period from March to September 2016.

The report highlights categories such as Biggest Brand Promoter, Most Active, Most Engaging, Most Searched, Social Activist and Most Discussed and more. Amitabh Bachchan leads most of the categories, followed by Shah Rukh Khan and then Salman Khan.

In the Brand Promoter Category, a total of 13 brand-related tweets posted by celebrities were considered. Amitabh Bachchan and Sonam Kapoor tied for the first place with five brand-related tweets each. Bachchan actively promoted Reliance Jio and Dr Fixit, while Sonam Kapoor promoted Colgate and Oppo.

Shah Rukh Khan ranked third with his brand endorsements of Reliance Jio and Frooti.

With around 46.5 million engagements and 5,059 posts, Bachchan was the most active and most engaging celebrity on Twitter and Facebook. The engagement ratio of Bachchan was 99.6%, followed by Priyanka Chopra at 93.1%, Shah Rukh Khan at 86.3%, Salman Khan at 48.9% and Deepika Padukone at 12.4%.

With 10 million mentions, Shah Rukh Khan topped the Most Discussed category. Salman Khan with more than 5 million mentions and Akshay Kumar with more than 2 million mentions ranked second and third respectively. In the top 5, Chopra was the only female celebrity.

Selected on the basis of the total number of followers on Twitter and Facebook, Salman Khan recorded the biggest fan base with a total of 51.9 million fans. He also ranked first and had the highest number of Facebook fans at around 32.4 million. On Facebook, Deepika Padukone, who was topping the chart last year, slipped to the second rank with a total of 32.2 million fans and Bachchan maintained his third rank with 24.3 million fans.

On Twitter, Bachchan topped the chart with 22.3 million fans, followed by Shah Rukh Khan with 21.2 million fans and Salman Khan with 19.4 million fans. Deepika Padukone was the only female celebrity in the top 5 with 15.9 million fans.

Among the top profiles, Sonam Kapoor had the least growing profile with a growth rate of only 8.82%, followed by Riteish Deshmukh at 10.25% and Hrithik Roshan at 11.16%. Farhan Akhtar and Aamir Khan also did not witness much change in their number of followers and each had a growth rate of only 11.56%.