Although choosing a celebrity spokesperson is partly a guessing game, there are research firms to help guide agencies and organizations. A notable one is Marketing Evaluations, home of the Q Score ratings. Polling some 40,000 households, below are the overall rankings for last week. Most names are hugely familiar, but two are not: Perrette at No. 3 stars on the CBS show NCIS. Rowe, at No. 6, is the star of Dirty Jobs on Discovery. “These are the new personalities that have great potential, and ones that organizations and agencies are looking for,” says Steven Levitt, ME’s president. More on this story.
Familiarity Q Score
(likeability)
1. Tom Hanks 88% 50
2. Morgan Freeman 82% 50
3. Pauley Perrette 42% 50
4. Robin Williams 84% 48
5. Clint Eastwood 85% 46
6. Mike Rowe 57% 45
7. Will Smith 90% 44
8. Johnny Depp 91% 43
9. Bill Cosby 91% 43
10. Harrison Ford 82% 43
Source: Marketing Evaluations