• Adweek, Thursday, September 1, 2011 10:45 AM

The new season of "Dancing With the Stars" premiers Sept. 19. The show's cast has benefited from endorsement deals: Brooke Burke, Jennie Garth, Apolo Ohno, Emmitt Smith, Jerry Rice, Julianne Hough, Chelsea Kane, and Tom Bergeron, have gotten a jump-start on marketing deals from being on the show.

But the show has moved away from well-known and -liked celebrities. Octagon First Call's David Schwab, who gauges the value of celebrities for ad campaigns, weighs in on the potential of the upcoming cast of season 13.

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