What’s the value of celebrity endorsements?
According to the findings of a new Adweek Media/ Harris Poll, looking at celebrities and their persuasiveness, 21% of Americans say they find athletes to be most persuasive when they endorse a product, followed by 18% who say television or movie stars are most persuasive, 14% who say singers or musicians and 10% who say former political figures are most persuasive. On the other hand, speaking of celebrities ranking in the category of least persuasive, 23% of the survey respondents say television or movie stars are least persuasive, while 14% say business leaders are least persuasive. 13% of Americans say when athletes endorse a product they find them least persuasive and 11% say singers or musicians are least persuasive.
The research speaks to the persuasive value of people who are really good at something that looks hard to do: build a product, run a business or be a sports star. Good looks and a nice disposition — some of the requirements of being a movie star — have diminishing value the older we get.
You can see the MediaPost report here.
