In current endorsement deals, its becoming harder and harder to discern where the celebrities end and their product and pitch begins.
In the era of the human billboard, celebrities
show up in about 14% of ads, more than double what it was a decade ago, according to researchers at Millward Brown.
Television programmers and music producers have become particularly eager to set up joint marketing deals that offer artists new ways to reach audiences, while also defraying their own marketing costs. Adding to the shift are celebrities who have also grown much more sophisticated about the structure and payouts of endorsement deals.