Brands like to advertise by attaching their products to famous people - celebrities. The going rate for a 30-second spot this year for the Amerian football event Superbowl is: $4 million. Celebrities can add as much as an extra $1 million to the cost of an ad, depending on the celebrity.
So is that money worth it? According to a new study from Ace Metrix, the answer is, no. The research firm looked at 30,000 ads, 1,200 of which featured celebrities, and found that on average, celebrity ads underperform ads that don’t feature celebrities.
According to Peter Daboll, CEO of Ace Metrix:
Advertisers continue to invest heartily in celebrities as spokespersons or endorsers and more recently as ‘brand ambassadors’ hoping to reap financial and brand lift rewards by leveraging the popularity and social status of the public icon. But often advertisers ignore the risks such as the fleeting or narrow appeal of a particular celebrity.
Not all celebrities are worthless, according to the study, some actually do help sell. Ellen DeGeneres was considered 60% more effective than the average celebrity. The daytime talk show host shills for Cover Girl and JC Penney. The study showed that while Jay-Z can sell music, he’s not so good at selling phones. His ads performed 50% below the celebrity average. His Magna Carta ad for Samsung was ranked as one of the least effective ads in the study.
source: Forbes
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