Celebrities are a popular technique for advertisers looking to entertain, shock or otherwise cut through the noise of the most talked about advertising day of the year. As Super Bowl ads have become “Must See TV,” these brands have enlisted prominent athletes, models, action heroes, comedians and cultural icons to achieve their advertising objectives. E-Score Celebrity has measured this year’s crop of big game endorsers along with the brands they are representing.
Although women are watching the game in numbers nearly equal to men (46% of last year’s audience was female according to published reports), male endorsers outnumber females almost two-to-one. Led by Sketchers and GoDaddy.com, these advertisers have collectively selected endorsers with male-skewing appeal.
A scan of the notable attributes for each endorser shows that humor and sex appeal remain popular themes, but some are dialing up celebrities who are considered “cute,” “approachable,” “interesting,” and “trend-setter” in an effort to capture the attention of this growing female audience.
Here are the E-Scores for the celebrity endorsers in this year’s Super Bowl advertising.
|Name||Brand||E-Score*||%Awareness||% Male Appeal||% Female Appeal||Notable Attribute|
|Amy Poehler||Best Buy||94||37||65||64||Funny|
|Stevie Wonder||Bud Light||100||70||69||71||Talented|
|Zoe Saldana||Bud Light||85||20||59||63||Beautiful|
|Got Milk?||100||70||70||68||Good Energy|
|Willem Dafoe||Mercedez Benz||93||37||65||50||Interesting|
|Kate Upton||Mercedez Benz||62||11||59||44||Sexy|
|Tracy Morgan||Mio Fit||85||46||49||39||Kooky/Wacky|
|Deion Sanders||NFL||79||34||42||34||Physically Fit|
|Beyonce||Pepsi (halftime show)||94||61||51||50||Beautiful|
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.