Star Power - US - September 2009

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Data sources
• Consumer survey data
• Advertising creative
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Who are the fans?
• Who buys products that celebrities use?
• Purchase of celebrity-endorsed products on shopping networks
• What fans are interested in
• How fans learn about celebrities
• What consumers want to learn about stars
• Attributes of favorite celebrities
• Trustworthiness of celebrity types
• The most influential celebrities
• Race and Hispanic origin
• Who are the Fans?
• Key points
• Women and young adults more likely to be fans
  • Figure 1: Interest in celebrities, by age, June 2009
• Growth of young adult segments could drive influence of star power
  • Figure 2: Population, by age, 2004-14
• Minorities more likely to respond to star power; segment' s growing quickly
  • Figure 3: Interest in celebrities, by race and Hispanic origin, June 2009
  • Figure 4: Population, by race and Hispanic origin, 2004-14
• Households with children more likely to be influenced by star power
  • Figure 5: Households with children, by race and Hispanic origin, 2007
• Who Buys Products that Celebrities Use?
• Key points
• Young, working class with little formal education most likely to buy
  • Figure 6: Likelihood of using brand names used by TV or movie characters, by age, household income, education, race/Hispanic origin and spoken language, February 2008-March 2009
• Purchase of Celebrity-endorsed Products on Shopping Networks
• Key points
• Star power often influences purchases from TV shopping networks
  • Figure 7: Purchased celebrity-endorsed product from a TV home shopping channel, by age, June 2009
• Clothing, make-up and personal care products popular among TV home shoppers
  • Figure 8: Products most interested in learning about from a celebrity, June 2009
• What Fans are Interested In
• Key points
• Talent, achievement and problems are key drivers of celebrity interest
  • Figure 9: Part of celebrity' s life most interested in, by gender, June 2009
• Older adults more interested in talent and achievements
  • Figure 10: Part of celebrity' s life most interested in, by age, June 2009
• How Fans Learn about Celebrities
• Key points
• Most learn about celebrities through gossip and celebrity news
  • Figure 11: Incidence of celebrity-related activities, by gender, June 2009
• Young adults much more likely to gossip and follow celebrity news
  • Figure 12: Incidence of celebrity-related activities, by age, June 2009
• What Consumers Want to Learn About Stars
• Key points
• Diaries and beauty secrets are among the most interesting attributes of stars
  • Figure 13: Interest in celebrity diaries, beauty secrets and relationship advice, by age, June 2009
• Moderate interest in travelogues and product videos
  • Figure 14: Interest in celebrity travel videos and product web movies, by age, June 2009
• Moderate interest in eating habits
  • Figure 15: Interest in celebrity foods, by age, June 2009
• Attributes of Favorite Celebrities
• Key points
• Intelligence and beauty are key attributes of celebrity appeal
  • Figure 16: Words to best describe favorite celebrity, by gender, June 2009
• Intelligence and niceness especially important to older adults
  • Figure 17: Words to best describe favorite celebrity, by age, June 2009
• Trustworthiness of Celebrity Types
• Key points
• Few differences in trustworthiness can be attributed to gender, or movie vs. TV
  • Figure 18: Male vs. female celebrity trustworthiness, by age, June 2009
  • Figure 19: Movie vs. TV celebrity trustworthiness, by age, June 2009
• Older stars more likely to be viewed as trustworthy
  • Figure 20: Young vs. old celebrity trustworthiness, by age, June 2009
• Sports stars viewed as more trustworthy than models and music stars
  • Figure 21: Sport/model/music celebrity trustworthiness, by age, June 2009
• The Most Influential Celebrities
• Key points
• Angelina Jolie dethrones Oprah as the most powerful celebrity
  • Figure 22: Forbes' list of the top 25 most powerful celebrities, 2009
• Analysis of Product Placement
• Research indicates product placement becoming more common; positively impacts awareness
• Product placements rising on network television; already very common on cable and reality TV
  • Figure 23: Number of product placements in ten cable shows with the most placements, January-June 2008
  • Figure 24: Number of product placements in ten broadcast shows with the most placements, Q1-Q2 2008
• Coke and others take advantage of American Idol opportunity
• King of the placements: American Chopper
• New regulation could curb the practice of product placement
• Star Power in Television Ads
• Lose weight, like the stars
  • Figure 25: Alli Weight Loss Aid, Wynonna Judd, 2009
  • Figure 26: Jenny Craig ad, Queen Latifah, 2008
  • Figure 27: Jenny Craig ad, Valerie Bertinelli, 2009
• Personal care, like the stars
  • Figure 28: Proactive Solution, Jennifer Love Hewitt, 2007
  • Figure 29: CoverGirl Queen Collection, Queen Latifah, 2009
• Mike Rowe' s reality Ford pitch
  • Figure 30: Ford Cash for Clunkers ad, Mike Rowe, 2009
• Race and Hispanic origin
• Key points
• Minorities much more likely to purchase as a result of product placement
  • Figure 31: Likelihood of using brand names used by TV or movie characters, by race/Hispanic origin and spoken language, February 2008-March 2009
• Blacks and Hispanics more likely to purchase from TV network
  • Figure 32: Purchased celebrity-endorsed product from a TV home shopping channel, by race/Hispanic origin, June 2009
• Blacks more likely to gossip about celebrities and read celebrity news
  • Figure 33: Incidence of celebrity-related activities, by race/Hispanic origin, June 2009
• Intelligence and drive are especially important attributes to blacks
  • Figure 34: Words to best describe favorite celebrity, by race/Hispanic origin, June 2009
• Appendix A: Additional Age Comparisons
  • Figure 49: Purchased celebrity-endorsed product from a TV home shopping channel, by age, June 2009
  • Figure 50: Interest in celebrity foods, by gender, June 2009
  • Figure 51: Interest in celebrity travel videos and product web movies, by gender, June 2009
• Appendix B: Additional Income Comparisons
  • Figure 52: Incidence of having a favorite celebrity, by household income, June 2009
  • Figure 53: Incidence of celebrity-related activities, by household income, June 2009
  • Figure 54: Purchased celebrity-endorsed product from a TV home shopping channel, by household income, June 2009
  • Figure 55: Part of celebrity' s life most interested in, by household income, June 2009
  • Figure 56: Male vs. female celebrity trustworthiness, by household income, June 2009
  • Figure 57: Young vs. old celebrity trustworthiness, by household income, June 2009
  • Figure 58: Movie vs. TV celebrity trustworthiness, by household income, June 2009
  • Figure 59: Sport/model/music celebrity trustworthiness, by household income, June 2009
  • Figure 60: Interest in celebrity diaries, beauty secrets and relationship advice, by household income, June 2009
  • Figure 61: Interest in celebrity foods, by household income, June 2009
  • Figure 62: Interest in celebrity travel videos and product web movies, by household income, June 2009
  • Figure 63: Words to best describe favorite celebrity, by household income, June 2009
• Appendix C: Additional Race/Hispanic origin Comparisons
  • Figure 64: Incidence of having a favorite celebrity, by race/Hispanic origin, June 2009
  • Figure 65: Part of celebrity' s life most interested in, by race/Hispanic origin, June 2009
  • Figure 66: Movie vs. TV celebrity trustworthiness, by race/Hispanic origin, June 2009
  • Figure 67: Sport/model/music celebrity trustworthiness, by race/Hispanic origin, June 2009
  • Figure 68: Interest in celebrity foods, by race/Hispanic origin, June 2009
  • Figure 69: Interest in celebrity travel videos and product web movies, by race/Hispanic origin, June 2009
  • Figure 70: Interest in celebrity diaries, beauty secrets and relationship advice, by race/Hispanic origin, June 2009
  • Figure 71: Male vs. female celebrity trustworthiness, by race/Hispanic origin, June 2009
  • Figure 72: Young vs. old celebrity trustworthiness, by race/Hispanic origin, June 2009
• Appendix D: Additional Gender Comparisons
  • Figure 73: Likely to use brand names used by TV or movie characters, by gender, February 2008-March 2009
  • Figure 74: Male vs. female celebrity trustworthiness, by gender, June 2009
  • Figure 75: Young vs. old celebrity trustworthiness, by gender, June 2009
  • Figure 76: Movie vs. TV celebrity trustworthiness, by gender, June 2009
  • Figure 77: Sport/model/music celebrity trustworthiness, by gender, June 2009
  • Figure 78: Interest in celebrity diaries, beauty secrets and relationship advice, by gender, June 2009
• Appendix: Trade Associations