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 $200 Off PR News' Digital PR Conference

 digitalpr2015-180x150_updated
Join us June 1-3 where you'll hear from top brands such as Walmart, Miami Heat, Verizon and Ritz-Carlton on PR and communication best practices for the next wave of digital trends.

Use code “200off” at checkout to save $200 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

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.