Celebrity Scandals Have Low Brand Impact

by , May 28, 2010, 8:15 AM
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According to the findings of a new Adweek Media/Harris Poll of 2,140 U.S. adults surveyed in April, 2010 by Harris Interactive, 74% of Americans say when a celebrity endorser gets involved in a scandal, it doesn't impact the way they feel about the brand or brands they endorse. 22% say they feel worse about the endorsed brands and 5% say they feel better about them.

There is an age difference, though, when it comes to attitude towards the endorsed brands after a scandal, says the report:

 

  • 81% Americans aged 55 and older, as well as 77% of those 35-44, say the scandal has no impact on how they feel about the brand
  • Those 45-54 are most likely to have a negative feeling as 28% of them say they feel worse about the brand
  • Those 18-34, however, are most likely to think positively about it as 11% say they feel better about an endorsed brand after a celebrity gets involved in a scandal.

 

Consumer Feeling About Brand Endorsed By Celebrity Involved in Scandal (Base: All adults, % By Age & Gender)

 

Total

Gender

Age

Feeling

Male

Female

18-34

35-44

45-54

55+

Better (NET)

5%

6

3

11

5

1

*

   Much Better

1

1

1

3

2

*

*

   Somewhat Better

3

5

2

8

3

1

*

Worse (NET)

22

21

22

21

18

28

19

   Somewhat Worse

14

14

14

15

13

17

11

   Much Worse

8

7

8

6

6

12

8

Doesn't impact feeling

74

73

75

68

77

70

81

Source: HarrisInteractive, May 2010 (Percentages Rounded, * indicates < 0.5%)

There are also some regional differences in attitudes towards brands after a celebrity gets caught doing something wrong. Those in the Midwest are most likely to have a negative attitude.

 

  • 26% of Midwesterners say they would feel worse about the brand a celebrity endorses compared to 19% of those who live in the East

 

Consumer Feeling About Brand Endorsed By Celebrity Involved in Scandal (Base: All Adults, % By Region)

 

Total

Region

Feeling

East

Midwest

South

West

Better (NET)

5%

7

3

4

6

   Much Better

1

2

1

1

2

   Somewhat Better

3

5

3

3

4

Worse (NET)

22

19

26

22

20

   Somewhat Worse

14

11

17

15

11

   Much Worse

8

8

9

7

9

Doesn't impact feeling

74

74

71

75

75

Source: HarrisInteractive, May 2010 (Percents rounded)

In general, concludes the report, strong majorities of Americans say it really doesn't change how they feel about the brands whether brand executives pull an endorsement or let it move forward.

For additional information, please visit HarrisInteractive here.

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