A new research paper from Ace Metrix analyzing the impact of celebrities in TV advertising has found that, well, they have little to none. Based on advertising data gathered from the beginning of January 2012 through October 2013, Ace Metrix found that in the aggregate, TV ads containing celebrities underperformed those without.
There was a wide range in performance, however, leading the researchers to conclude that celebrity advertising is a “mixed bags” for the brands using them.
The dataset used consisted of more than 12,000 ads, of which more than 1,200 contained a celebrity. That was a significant upgrade in sample size from Ace Metrix’s previous study on the topic that was published in 2011 (and which came to the same conclusion regarding celebrities’ impact). Read the rest at MarketingCharts.