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Jared Loses Ground In 6 Of 8 Categories, But That's Okay

  • Ad Age, Wednesday, November 24, 2010 10:42 AM
Jared Fogle's brand showed an uptick in awareness after he committed to running the ING New York City Marathon following a 40-pound weight gain, but he took a dip in six of the eight areas measured by Marketing Arm's Davie Brown Index, including the trendsetter, influence, aspiration and endorsement categories. And trust stayed flat.

"It might be tempting, then, to surmise that consumers liked Jared less as he gained weight," Maureen Morrison writes, "but that's not the case." Matt Delzell, Marketing Arm's group account director at the entertainment practice, tells her the dip is a logical outgrowth of Jared's 10-plus-year tenure as Subway spokesman.

"When awareness goes up, other scores tend to go down. The more people that know a spokesperson, there's a better chance there's something about them people don't like," says Delzell. "The marathon did bring him more recognizability and awareness, which is probably good for Subway. These drops in ratings don't have a negative impact on his overall marketing ability."

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