E-Score Celebrity Report – Year End – What’s Ahead for 2021?

We are pleased to present the 2021 E-Score Celebrity Report!

This comprehensive report, with a FREE sample available through the following link: E-Score Celebrity Special Report, offers a look at the top performing celebrities of 2020 and what it will mean in 2021.

The topics covered in this report showcase the limitless ways E-Score Celebrity can help guide your key decisions on talent, endorsements, and critical trends including:

  • Celebrity Awareness: Top 10 Biggest Gains
  • Celebrity Appeal: Top 10 Biggest Gains
  • Top 20: Endorsement Score
  • Top 20: Fan Score
  • Top 20: Social Impact Score

A few highlights from the report:

Young Music Artists Raise Their Profile

Music artists, particularly those under age 30, continue to exert strong influence among consumers. Three artists (Selena Gomez, Khalid, and Lil Nas X) ranked in the top 10 for biggest year-over-year (YOY) gains in both awareness and appeal among celebrities under age 30. Gomez, in particular, is on a serious hot streak with a film (In the Shadow of the Mountain), Hulu comedy series (Only Murders In the Building), HBO Max cooking show (Selena + Chef) and a Spanish-language EP (Revelación) on her plate right now.

  • Awareness: 50% of the biggest gains in awareness among celebrities under age 30 were music artists: Billie Eilish, Lil Nas X, Nick Jonas, Khalid and Selena Gomez.
  • Appeal: 60% of the biggest gains in appeal among celebrities under age 30 were music artists: Khalid, Chance the Rapper, Selena Gomez, Post Malone, Demi Lovato, and Lil Nas X.

Celebrity Stock Alert: Invest in Trevor Noah

Being the first late night host to tape from home due to the coronavirus hasn’t slowed the political pundit down as he ranked in the top 10 for biggest gains in awareness and appeal among celebrities age 30-49. Noah also saw a major boost to his endorsement potential, posting the 2nd largest increase among all celebrities in 2020. 

Endorsement Score: The Working Man’s Hero

The biggest celebrity jump in YOY endorsement potential was made by Mike Rowe. Rowe’s charm and authenticity have always made him appealing, perhaps even more so in a year as turbulent as 2020. His 37-point increase YOY ranks 1st among all celebrities and vaulted Rowe into the top 10 Endorsement Scores. Rowe can now be seen hosting the new Discovery+ series Six Degrees With Mike Rowe.

Fan Score: Growing Their Fan Base

R&B artist Khalid had the largest YOY Fan Score gain thanks in large part to his hit album, Free Spirit, for which he won top R&B album honors at both the iHeartRadio Music Awards and Billboard Music Awards. Other stars seeing double-digit point gains YOY include political power player Stacey Abrams, This Is Us star Justin Hartley, health expert and frequent CNN contributor Dr. Sanjay Gupta and one of the busiest young actresses around Awkwafina.

Social Impact Score: Social Media Queen Goes Big

Liza Koshy had the highest Social Impact Score in 2020 after ranking 3rd in 2019. Koshy has steadily increased her brand beyond YouTube with a lead role in the Netflix film (Work It), becoming a brand ambassador for the C’est Moi beauty brand, and signing with Will Smith’s media company Westbrook Inc. Brands have taken notice and she has already started 2021 with an appearance in a Super Bowl spot for Rocket Mortgage and the debut of her activewear collection in collaboration with Kate Hudson’s Fabletics.

MRI/E-Score Celebrity Fusion

We are also excited to share more of our joint product with MRI-Simmons. In this report, we focus on luxury auto brands and which celebrities have the strongest potential as brand ambassadors.

We hope you download our Year End E-Score Celebrity Report to explore the possibilities of what E-Score Celebrity along with its simple brand dashboard and robust data capabilities can do for your brand.

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