Celebrity Spokespeople Yield Negative Ad Scores


That celebrity spokesperson you’re thinking about hiring may not be as effective as you think—unless she is Oprah. An Ace Metrix study of 2,600 TV ads appearing in 2010 found that just 12% of ads using celebrities exceeded a 10% lift versus average industry norms, and 20% of celebrity ads yielded negative lift scores in excess of 10%. Findings include:

• On average, TV ads starring Oprah generated an average lift of 27%, a spectacular result considering the product she was promoting was insurance, an industry that suffers from a relatively low industry norm.

• While ads starring Oprah took three of the top five slots, Ed Burns for iShares and Carl Weathers for Bud Light took the second and fifth spots, respectively.

• Shock alert: The worst celebrity spokesperson of 2010 was Tiger Woods, led by his endorsement of Nike. Collectively, Woods’ TV ads were 23% less effective than average, and Americans in general, regardless of gender or age, were equally unreceptive to his ads.

• Other lackluster celebrity appearances include Lance Armstrong in Radio Shack ads, Kenny Mayne for Gillette, Dale Earnhardt Jr. stumping for Nationwide Insurance and Donald Trump for Macy’s.

Source: Ace Metrix


Comments Off

Deals of the Week

Get $150 Off PR News' Big 4 Conference

 big4-180x150
Join PR News at the Hyatt Regency in San Francisco on August 6 for the Big 4 Conference, where expert communicators will share in-depth case studies from their Twitter, Snapchat, Facebook and Instagram strategies.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Social Media Guidebook

book-socialmedia-180x150

This 11-chapter guidebook focuses on communicating in a mobile and social world, winning the attention of audiences, social media listening strategy and technology, social media measurement and so much more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.