Posted by Sheila Shayon on January 17, 2011 04:15 PM
Every day brings more news of brands signing up celebs as the face and ambassador of their product or service. But with Fifty Cent making almost $8.8 million from a single tweet — if that estimate is to be believed — it has to be asked if the power of celebrity endorsements still holds true. The Kardashians' kollective future is riding on it!
In terms of assessing celeb power, Forbes’ recent list of 10 Most Influential Celebrities, based on data from E-Poll Market Research, incorporates 46 personality attributes — plus likability and awareness to break potential ties. That list places Steve Spielberg (rating: 53%) at #1, surpisingly, above second-place (but also tied at 53%) Oprah Winfrey at #2.
Then there's celeb endorsers, for which we turn to Ad Age’s “2010's Worst Celebrity TV Ads by Negative Lift (Sink)”, which brings bad news for celebrities and brands counting on endorsement deals to boost their respective fortunes.
Not pulling any punches, Ad Age's headline reads, "Celebrities in Advertising are Almost Always a Big Waste of Money."
The worst celebrity endorsement deals of last year, according to Ad Age's analysis:
1. Tiger Woods for Nike: Did You Learn Anything? -30%
2. Lance Armstrong for Radio Shack: No Emoticons -28%
3. Kenny Mayne for Gillette: Good Segment -28%
4. Dale Earnhardt Jr. for Nationwide Auto Insurance -27%
5. Donald Trump for Macy's: Making Timmy a Mogul -24%
The article also comments, “Adding a celebrity to an ad with an already poor creative message is like rubbing salt in the wound.” Ouch. That's enough to make even Tiger lick his paw.