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Celebrity Endorsement in Ads Mostly Ineffective

According to an Ace Metrix study of all nationally televised ads in the first 11 months of 2010 (summarized here in Ad Age), commercials featuring celebrity pitchmen and pitchwomen generally perform worse than non-celebrity commercials. While the average TV ad contributed to an 8% lift for the brand, celebrity spots (on average) hurt brands — affecting a negative lift of 1.4%.

Ad Age data on celebrity ads

What’s going on? Ace Metrix CEO Peter Daboll speculates that relevance and social recommendations have become more important than associations with fame.

“Today’s consumer is more likely to be influenced by someone in their social network than a weak celebrity connection. Today’s consumer is informed, time-compressed, and difficult to impress, and they are only influenced by ads that are relevant and provide information. They don’t want to have products pushed at them, even from a celebrity. In fact, the data show that relevance and information attributes were key missing ingredients from most celebrity ads.”

I wonder, too, if celebrity endorsements make it easier for agencies get lazy — so confident that the famous face will sell the product that they forget to make a brilliant commercial.

Related: Back in November ChasNote asked Would you want Snooki and Rod Blagojavich endorsing your brand? For those of you fence-sitters, here’s some data to help you decide. While Tiger Woods (-30% for Nike), Martha Stewart (-21% for Macy’s), Andie MacDowell (-21% for L’Oreal) and two dozen other celebrities fared worse for their sponsors than did Snooki and Blago, both hurt the Wonderful Pistachios brand. Snooki delivered negative lift of 15% and Blago brought it down by 12%. Go, Snooki!

Tiger Woods Returns to Golf, EA Was Ready with Tiger Videogame

Yesterday I spotted this ad on SAI for EA’s videogame Tiger Woods PGA Tour.

EA's Tiger Woods PGA Tour

A few hours later, CNN reports his return to golf at the Masters.

Well played, EA.

Tiger Woods TV Spots Disappearing from TV

Tiger Woods in Gillette Commercial

From :

“Advertisements featuring Tiger Woods have disappeared from prime-time broadcast television and many cable channels following reports of his extramarital affairs, according to data from Nielsen Co….

“The No. 1 ranked golfer’s standing with the public has plunged in the wake of reports of infidelity that followed a Nov. 27 car accident outside his home near Orlando, Florida. Woods’s ranking among celebrity endorsers tumbled to 24th from 6th, according to the Davie Brown Index, which is used to gauge the ability of personalities to influence shoppers.”

GM Releases Tiger Woods

It’s bad news when a Top 10 global advertiser fires Tiger Woods.

Tiger Woods

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