Despite Risks, Celebrity Endorsers Raise Print Advertising Awareness.

Don’t let Charlie Sheen know about it.

Entertainment Figures Generate Higher Consumer Readership Scores Than Athletes

New York, New York, February 23, 2011 – Although the downside of using celebrity endorsers has been in stark relief in the past few years–think of Brett Favre, Charlie Sheen or Tiger Woods–they provide significant lift to print advertising readership, according to a new analysis from Starch Advertising Research.

Starch analyzed more than 81,000 print ads that appeared in consumer magazines between December 2009 and September 2010.  On average, the ads that contained a celebrity endorser produced 9.4% higher consumer readership than ads without a celebrity endorser.

Print ads containing an entertainment celebrity garnered 15.1% more readership, on average, than ads without a celebrity, while the use of sports celebrities raised consumer readership by 7.5%. Read more


About Ivan Cevallos

Blogger, entrepreneur, strategist, and digital producer. View all posts by Ivan Cevallos

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