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Published by: Mintel International Group Ltd.
Published: Sep. 1, 2009 - 79 Pages
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 35: Purchased celebrity-endorsed product from a TV home shopping channel, by age, June 2009
- Figure 36: Interest in celebrity foods, by gender, June 2009
- Figure 37: Interest in celebrity travel videos and product web movies, by gender, June 2009
- APPENDIX B: ADDITIONAL INCOME COMPARISONS
- Figure 38: Incidence of having a favorite celebrity, by household income, June 2009
- Figure 39: Incidence of celebrity-related activities, by household income, June 2009
- Figure 40: Purchased celebrity-endorsed product from a TV home shopping channel, by household income, June 2009
- Figure 41: Part of celebrity’s life most interested in, by household income, June 2009
- Figure 42: Male vs. female celebrity trustworthiness, by household income, June 2009
- Figure 43: Young vs. old celebrity trustworthiness, by household income, June 2009
- Figure 44: Movie vs. TV celebrity trustworthiness, by household income, June 2009
- Figure 45: Sport/model/music celebrity trustworthiness, by household income, June 2009
- Figure 46: Interest in celebrity diaries, beauty secrets and relationship advice, by household income, June 2009
- Figure 47: Interest in celebrity foods, by household income, June 2009
- Figure 48: Interest in celebrity travel videos and product web movies, by household income, June 2009
- Figure 49: Words to best describe favorite celebrity, by household income, June 2009
- APPENDIX C: ADDITIONAL RACE/HISPANIC ORIGIN COMPARISONS
- Figure 50: Incidence of having a favorite celebrity, by race/Hispanic origin, June 2009
- Figure 51: Part of celebrity’s life most interested in, by race/Hispanic origin, June 2009
- Figure 52: Movie vs. TV celebrity trustworthiness, by race/Hispanic origin, June 2009
- Figure 53: Sport/model/music celebrity trustworthiness, by race/Hispanic origin, June 2009
- Figure 54: Interest in celebrity foods, by race/Hispanic origin, June 2009
- Figure 55: Interest in celebrity travel videos and product web movies, by race/Hispanic origin, June 2009
- Figure 56: Interest in celebrity diaries, beauty secrets and relationship advice, by race/Hispanic origin, June 2009
- Figure 57: Male vs. female celebrity trustworthiness, by race/Hispanic origin, June 2009
- Figure 58: Young vs. old celebrity trustworthiness, by race/Hispanic origin, June 2009
- APPENDIX D: ADDITIONAL GENDER COMPARISONS
- Figure 59: Likely to use brand names used by TV or movie characters, by gender, February 2008-March 2009
- Figure 60: Male vs. female celebrity trustworthiness, by gender, June 2009
- Figure 61: Young vs. old celebrity trustworthiness, by gender, June 2009
- Figure 62: Movie vs. TV celebrity trustworthiness, by gender, June 2009
- Figure 63: Sport/model/music celebrity trustworthiness, by gender, June 2009
- Figure 64: Interest in celebrity diaries, beauty secrets and relationship advice, by gender, June 2009
- APPENDIX: TRADE ASSOCIATIONS
AbstractThe new world of entertainment branding
Consistent with Mintel’s Black Americans’ Shopping and Spending Patterns—U.S., March 2008 and Hispanic Shopping and Spending Patterns—U.S., February 2008, the analysis that follows indicates that blacks and Hispanics tend to be more receptive to advertising. Indeed, when compared with whites, blacks and Hispanics are not only more likely to watch various forms of advertising including TV ads, they are also more likely to report being influenced by it. Experian Simmons NCS data described in Mintel’s Shopping and Spending reports revealed that 47% of whites and 48% of Asian respondents agreed with the statement “I typically avoid watching TV ads” while only 26% of black respondents and 35% of Hispanics agreed. Similarly, 39% of black and Hispanic respondents strongly agreed with the statement “I find TV advertising interesting” while only 25% of whites and 29% of Asians agreed with the statement. In general, these segments are more likely to be compelled by celebrity endorsements.
There is also some indication that these groups are especially receptive to African-American stars and those from other minority groups. This would help to explain why many of the most powerful stars in the U.S. (eg, Oprah Winfrey, Tiger Woods and Beyoncé Knowles) are African American (though all of the former have huge appeal with white audiences as well).
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