Celebrity Star-Power in the 2014 Super Bowl

arnold.schwarzenegger.bud.light.205x205

Arnold Schwarzenegger

With 30 second ads on Fox’s telecast of the Super Bowl selling for a record-setting $4 million, the stakes are higher than ever for brands to make an impact.

As USA TODAY notes, many brands are using celebrities in their campaigns in order to optimize both the large television audience and the critical social media presence. Several brands are loading up with multiple celebrities in a single commercial. The trend of Super Bowl advertisers to release full or teaser versions of their ads prior to the broadcast may also increase the value of celebrities who are able to draw attention from online audiences.

Against this backdrop, as we did in 2012 and 2013, E-Poll once again took a look at what the celebrities in these ads bring to their respective brands’ campaigns.

Here are the E-Scores for the celebrity endorsers in this year’s Super Bowl advertisements:

Celebrity Brand E-Score* %
Awareness
%
Male Appeal
%
Female Appeal
Notable
Attribute
Sarah McLachlan Audi 90 27 59 58 Activist
Ellen DeGeneres Beats Music 97 83 46 73 Compassionate
Don Cheadle Bud Light 98 41 71 71 Articulate
Arnold
Schwarzenegger
Bud Light 89 85 45 27 Distinctive
Voice
Reggie Watts Bud Light 21 4 55 30 Unique
Bob Saget Dannon Oikos 90 66 38 41 Funny
John Stamos Dannon Oikos 99 66 38 41 Handsome
Dave Coulier Dannon Oikos 83 25 41 50 Funny
James Franco Ford 94 39 58 60 Handsome
Rob Riggle Ford 73 12 54 44 Funny
Danica Patrick Godaddy.com 87 40 48 43 Attractive
John Turturro Godaddy.com 84 23 55 41 Kooky/Wacky
David Beckham H+M 92 54 39 44 Handsome
Johnny Galecki Hyundai 93 28 65 75 Funny
Richard Lewis Hyundai 61 21 36 25 Creepy
Ben Kingsley Jaguar 95 33 63 64 Intelligent
Tom Hiddleston Jaguar 59 7 69 76 Handsome
Mark Strong Jaguar 43 4 65 56 Confident
Laurence Fishburne Kia 98 51 56 56 Distinctive Voice
Bruno Mars Pepsi 88 38 40 64 Good Energy
Kaley Cuoco Priceline 93 34 84 74 Funny
Bono RED/Bank of
America
90 50 40 50 Activist
Scarlett Johansson SodaStream 97 52 73 51 Sexy
Terry Crews Toyota 94 30 78 64 Funny
Carmen Electra Volkswagen 85 50 47 25 Sexy
Stephen Colbert Wonderful
Pistachios
92 45 58 53 Intelligent
Jerry Seinfeld (rumored) 97 71 60 52 Funny
Jason Alexander (rumored) 95 58 54 49 Funny
Larry David (rumored) 80 26 52 46 Funny

Source: E-Score Celebrity

E-Score Celebrity is conducted weekly among a nationally representative sample of 1,100 respondents ages 13+

E-Score Celebrity is a comprehensive resource for celebrity measurement and evaluation, ranking more than 7,500 celebrities and newsmakers from entertainment, sports, politics and culture on awareness, appeal and 46 different personality attributes.

* The E-Score is a composite measure that encapsulates the relative marketing effectiveness of each individual celebrity in the E-Score Celebrity database. Ranked on a scale from 0 to 100, the calculation takes into account not only traditional awareness and appeal, but also factors in negative measures to better gauge true marketability.

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