Do you buy Activia because Jamie Lee Curtis says you should? Or a Sony TV because Peyton Manning is their pitchman? What about that stash of Extenze you keep in the bedside table — did you purchase that on the recommendation of Jimmy Johnson? A new study shows that the answer to all these questions is probably a big "no."
The study by Ace Metrix, looked at 263 unique nationally televised ads featuring celebrity endorsements from 2010. The ads represented 16 industries and 110 brands and all the ads were tested within 48 hours of their first national airing in an attempt to get an immediate, untainted reaction.
The ads were scored in eight different categories, including relevance, watchability, persuasion and desire. And in ever single category, the ads featuring celebrities fared worse than the non-celebrity control group of ads. Readmore: Extenze
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