Around the Net
Research Questions Celebrity Impact On Super Bowl Ads
- The Drum, Friday, February 5, 2016 8:53 AM
Dr Carl Marci, chief neuroscientist at Nielsen Consumer Neuroscience, has been on the forefront of how celebrities do (or don’t) actually enhance a brand’s presence and, specifically, how their contributions affect Super Bowl ads. In its simplest form, he noted, there are no guarantees that celebrities have an impact. Biometric data, from the 2008 to 2015 Super Bowl ads, shows that only 33 per cent of ads that feature celebrities (either on-screen or in voiceovers) earn above-average engagement scores.
