According to the Nielsen company, all of us ad executives looking for a celebrity to endorse our client's products won't do better than Taken and Schindler List star Liam Neeson.
Nielsen concluded that after looking at celebrities who recently made commercials and ranked then them with a formula that calculates likability, influence, public awareness, and other factors. Then the first “N-Scores” were released and Pierce Brosnan had identical scores of 94, although Neeson was judged to have a greater influence in getting products sold.
By analyzing the effectiveness of celebrity pitchmen, Nielsen -- best known for television ratings -- will now compete with Marketing Evaluations Inc., a company that produces the better-known Q Score, a measurement of public attitudes toward well-known figures.
Besides attaching this metric to celebrity endorsers, Nielsen intends to offer us Media Guys (and Gals) detailed information about the personalities and habits of people who respond well to each celebrity, "so they can better match product with pitchmen," says Nielsen’s managing director of media analytics Chad Dreas.
“What do they buy? Where do they shop? What do they watch?” said Dreas, describing the details Nielsen intends to sell.
Neeson, who has been featured in an ad for Supercell Games, is viewed positively by 85 per cent of Americans who know him, Nielsen said. Matthew McConaughey and Brosnan, both featured in car commercials, also scored well in Nielsens’ measurement. Jeff Bridges stood out among celebrities for the amount of influence he carries with his fans.
Other celebs that scored well in Nielsen’s measurement were Jennifer Garner, Sofia Vergara, Jim Parsons, Dennis Haysbert, Natalie Portman, and J.K. Simmons.
My question is Liam, will you help a Media Guy out with a spec commercial I am putting together for the new Las Vegas Hockey Club? Ring me!
In the meantime, check out some of Liam's work: