Celebs In Ads Bump Awareness; Entertainers Top Jocks
On average, the ads that contained a celebrity endorser produced 9.4% higher consumer readership than ads without a celebrity endorser, in an analysis of more than 81,000 print ads that appeared in consumer magazines between December 2009 and September 2010.
Print ads containing an entertainment celebrity garnered 15.1% more readership, on average, than ads without a celebrity, while the use of sports celebrities raised consumer readership by 7.5%.
| Celebrity Ads vs. Non-Celebrity Ads | |||
| Ads | # of Ads | Average Noted Score | % Lift |
| With Celebrities | 5,077 | 58% | +9.4% |
| Without Celebrities | 76,524 | 53% | |
| Source: GfK MRI Starch, 2010 | |||
| Entertainment Celebrity Ads vs. Non-Celebrity Ads | |||
| Ads | # of Ads | Average Noted Score | % Lift |
| With Entertainment Celebs | 3,076 | 61% | +15.1% |
| Without Entertainment Celebs | 76,524 | 53% | |
| Source: GfK MRI Starch, 2010 | |||
| Sports Celebrity Ads vs. Non-Celebrity Ads | |||
| Ads | # of Ads | Average Noted Score | % Lift |
| With Sports Celebs | 988 | 57% | +7.5% |
| Without Sports Celebs | 76,524 | 53% | |
| Source: GfK MRI Starch, 2010 | |||
Anne Marie Kelly, SVP Marketing & Strategic Planning at GfK MRI, says that "... in general, very few consumers will admit that a celebrity endorsement influences their decision to buy a product... however, in terms of... getting consumers to read the ad... a celebrity endorsement moves the readership needle in magazines."
Despite some controversial endorsers, notes the report, Ellen DeGeneres, who was considered controversial for being openly gay when she first appeared on television, is now an accepted household name and face. Her CoverGirl & Olay print ad in the March 2010 issue of House Beautiful generated a phenomenal 91% readership score, the highest scoring entertainment celebrity ad in the Starch analysis.
For more about the study please visit GfK MRI here.
JACK LOECHNER
Center for Media Research
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