Celebrity Endorsements Survey: Nike Named Top Endorsed Brand

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Posted Dec 10, 2015

Celebrity endorsements have been a popular method for brands to try and appeal to certain target customers for years. Athletes, actors and even reality stars have all been part of endorsement deals. Nike even made headlines recently when it signed LeBron James to a lifetime endorsement deal of the brand. So what do people think about celebrity endorsements in general? And what are the most effective deals?

celebrity endorsement

Endorsement Effectiveness

In Ask Your Target Market’s latest survey, 19% of respondents said they would be more likely to buy a product if it’s endorsed by a celebrity that they like. 41% said they wouldn’t be any more likely to buy a product because of endorsements. And 40% were neutral. But in general, 49% of respondents agreed that celebrity endorsements can be at least somewhat effective for brands.

Types of Deals

According to respondents, the most effective thing a celebrity can do to endorse a product is to simply use it themselves. 36% said that celebrities using products in their everyday lives make for the best endorsements. 31% think it’s more effective for celebrities to appear in advertisements. 14% find testimonials to be an effective type of celebrity endorsement. 10% like when celebrities talk about products on social media. And 9% think that using products in shows, movies, games or other professional activities is the most effective type of endorsement.When it comes to the celebrities themselves, 40% selected athletes as the most effective celebrities when it comes to endorsements. 35% chose actors. 16% chose musicians. 5% think reality or online stars are the most effective endorsers. And another 5% chose politicians or similar public figures.

Top Brands

More specifically, respondents cited Nike as the overwhelming favorite celebrity endorsed brand. Other sports brands like Adidas and Air Jordan were also popular. And Haynes, Pepsi, Cover Girl, Aveeno, L’Oreal and Proactive were also named as favorites. You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Lebron James with halo from FlickrWhat do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on December 7 via AYTM’s online survey panel.

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