Insight of the week: Celebrating the power of celebrity advertising

In the Republic of Ireland, almost a quarter of adults (23%) claim to enjoy watching ads featuring their favourite celebrities. This data from Kantar Media’s TGI study of consumer behaviour is a higher figure than the 17% for the equivalent opinion in Great Britain and 20% for Northern Ireland

Whilst there is little difference by gender amongst this group, they are far more likely to be at the younger end of the age spectrum, 52% more likely than the average adult to be aged 15-24.

This is a group that is keen to stand out and indeed to splash out on products that catch their eye. TGI data reveals that they are 81% more likely than the average adult to believe that a designer label improves a person’s image, 78% more likely to agree they cannot resist expensive perfume or aftershave and 78% more likely to feel tempted to buy products that they have seen advertised.

In good news for advertisers, these celebrity ad advocates are particularly likely to be influenced by a range of advertising, compared to the average adult. They are two and a half times more likely to say they tend to buy products from companies who sponsor TV programmes, over twice as likely to state they often talk about things they have seen advertised on posters and also more than twice as likely to look forward to the adverts before a film at the cinema.

In terms of the actual celebrities that this group are especially likely to admire, some of the overall favourites include Kate Middleton (liked by 49%), David Beckham (49%) and Brad Pitt (46%). However, in terms of their favourite celebrities relative to adults in Ireland as a whole, top are Harry Styles (98% more likely to like), Kim Kardashian (92% more likely) and Gary Barlow (61% more likely).

There is thus real commercial value in these celebrity fans, who not only particularly like to purchase and are especially likely to be swayed by advertising and marketing, but are also very clear about what it is that sways them in a commercial message.



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