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A new study from ad tracker Ace Metrix found that celebrities aren’t as influential in hawking products as many marketers think they are.
At least that was the case last year. The firm analyzed celebrity ads that broke in 2010, and found that in most cases, spots featuring celebs weren’t any more effective than regular ads in the same categories. And in many cases the celebrity ads performed less effectively.
“This research proves unequivocally that, contrary to popular belief, the investment in a celebrity in TV advertising is very rarely worthwhile,” said Peter Daboll, CEO of Ace Metrix.
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