Guess which Bollywood actor is the most visible face in the advertising space? No 'idea'? Well, it's Abhishek Bachchan, who hogs the limelight among his film world peers, according to a study.

AdEx India, a division of TAM Media Research, recently conducted a study on celebrity brand endorsements for the period of January-December 2010 and found that Abhishek topped the list in the male star category.

The list was compiled by taking into account figures based on ad volumes (seconds), and advertising featuring celebrities from Hindi films and TV industry, as well as sports personalities.

The report concludes that Abhishek alone covered 4.7 percent share of ad volume, out of the 41.5 percent film actors hogged on the endorsement circuit today.

"Abhishek Bachchan has taken the 'Get Idea' campaign to an all new level. He makes you really sit up and take notice - the intelligent ad needed an intelligent face and that's exactly what he brings to the table, " a statement said, quoting a marketing expert.

Idea Cellular grabbed the top spot recently in the Mint Synovate TVAdIndx survey. The ads featuring Abhishek dominated TV advertising in January, shrugging off competition from food and beverage companies and a mobile handset maker to lead the ad reach index, a measure of awareness and brand recall.