The Pull Of Celebrity

In recent years many of the biggest TV shows, particularly in the autumn-winter evening schedule, are celebrity-led. Popular famous faces are clearly considered to be a ratings winner. After all, ‘I’m a Celebrity’ is now in its 18th year, ‘Strictly Come Dancing’ remains a key fixture for the BBC and even X Factor has now turned to a celebrity format in a bid to boost ratings.

We have used our TGI Consumer Data to take a look at the pull of celebrity on the British public with five key facts about how adults in Britain today engage with celebrity, both on TV and away from it.

(1) Nearly one in five of us (18%) say we enjoy ads with our favourite celebs

…and this group are almost two and a half times more likely* to say they regularly look up celebrity interviews and stories online.

(2) 1 in 10 of us claim to be influenced by celebrities in our purchase decisions

…and they are over twice as likely to be aged under 30.

(3) Men and women can have very different views on celebs

…for example, 39% of women claim to like Mary Berry vs 22% of men. But 29% of men claim to like Jeremy Clarkson vs 17% of women.

(4) ‘I’m A Celebrity’ fans are particularly likely to follow celebs on social media

…specifically, they are 60% more likely to claim to regularly follow or like celebrities on social media.

(5) ‘Strictly’ is loved by more than a fifth (21%) of us – especially older adults

…they are 57% more likely to be ‘Empty Nesters’ – aged 55+ and married or living with partner and no children living at home

 

*'More likely' means more likely than the average adult in Britain aged 15+



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