Advertisers continue to invest in celebrities in their television and video ads often ignoring the associated risks. This report builds upon a previous study published in 2011, which found that celebrity ads generally underperform as compared to non-celebrity ads. The analysis explores the overall effectiveness of more than 1,200 celebrity ads while employing an innovative statistical approach to identify the “pure impact” of over 60 of the most frequently featured celebrities, including a sample of mascots and brand franchise characters.
