The Power of Brand Beckham

On July 4th, David and Victoria Beckham celebrated their 20th wedding anniversary, marking a relationship that has been lived consistently under more media scrutiny than almost any other. David and Victoria have built an empire worth millions through fashion and sport, but do their fans share the same interests and to what extent do the public invest in them as personalities?

The latest figures from Kantar’s TGI Consumer Data shows that almost 15 million adults in Great Britain (28% of the population) say that they like David Beckham.

Those who say they like David Beckham are 67% more likely to regularly play football but, despite being known mainly for football, David has a slight female bias in his fanbase, with 54% of those who say they like David Beckham being women.

Advertising and image are key to this group

Adults who like David Beckham are especially likely to enjoy advertising, both for enjoyment and for purchasing influence. They are 47% more likely than the average adult to agree that they enjoy watching ads featuring their favourite celebrities and 36% more likely to find TV advertising interesting and that it quite often gives them something to talk about.

In terms of purchasing influence, this group are 43% more likely than the average British adult to say that advertising helps them choose what they buy and 39% more likely to agree that they are tempted to buy products they have seen advertised. More specifically, David Beckham fans are 35% more likely to say that celebrities influence their purchasing decisions.

David is often recognised for his modelling work and fashion influence and this seems to have an effect on his fans. According to our TGI Consumer Data, adults who like David Beckham are 42% more likely than the average adult to keep up with the latest fashions and 36% more likely to agree that a ‘designer’ label improves a person’s image.

Mobile and Cinema are key ways to reach this audience

When looking at the top media channels to engage this target, TGI Consumer Data shows that adults who like David Beckham are 40% more likely than the average adult to be amongst the heaviest fifth of mobile internet users and 21% more likely to be amongst the heaviest fifth of cinema goers.

When it comes to the cinema, they are 34% more likely than other heavy cinema goers to identify ‘Action/Adventure’ as their favourite film type.

What do the youth of GB think?

Data from Kantar’s Youth TGI Consumer Data shows that 56% of those aged 7-19 in Great Britain say they like David Beckham and 34% say they like Victoria Beckham, with girls being 22% more likely than the average youth to like Victoria. Looking at the youths who like David Beckham, football and fashion are still prominent themes. They are 34% more likely to say they can’t live without football and 21% more likely to say the brand name is the most important thing when buying clothes.

Youths aged 7-19 in GB who say they like Victoria Beckham are 59% more likely than the average youth to say that they look at magazines to know what’s in fashion and 49% more likely to say they like to look glamorous. They are also 47% more likely to agree that they like the adverts that are on TV and 36% more likely to like to buy things they see in the adverts at the cinema.

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