‘ACN and PDM Star Power Track’, a quarterly scientific study by ACNielsen and Percept D’Mark (PDM), will assist marketers and advertisers to choose the ‘Right’ celebrity to endorse their brand. The study will throw light on factors like a celebrity’s appeal among consumers across the country, ad spends by their endorsed brands, and their overall presence in the media. With this, the popularity of celebrities and their fitment to a particular brand’s attributes and projected values can be assessed.
Seeking to uncover the ‘Star Power’ of the biggest celebrities in the country, from Bollywood actors to sport stars, the study will largely focus on two perspectives – Star Power Index and Star Power Profile. Star Power Index comprises a star’s appeal, effectiveness and visibility in media, while Star Power Profile covers the star’s image and connection with the audience. The study aims to derive at the results through surveys in 10 major cities across the country.
Speaking at the launch of the study, Preeta Singh, CEO, PDM, said, “So far in the country, the connect between the brand and its celebrity endorser has largely been driven by the popularity of a celebrity as also by instinct and gut feel. We are constantly looking at new methods that will help to ‘professionalise’ the industry and add value, not just to the brands but to the overall image of the celebrities we represent.”
A module featuring a pre-selected list of 30 celebrities who constitute to about 80 per cent of ad-spend in the country will be launched at the end of the year. The celebrity list includes film stars like Amitabh Bachchan and Shah Rukh Khan among others as well as cricketers like Sachin Tendulkar and Rahul Dravid.
Sarang Panchal, Executive Director, ACNielsen South-Asia, said, “With this, we aim to make the process of celebrity-brand connect a more scientific process, providing marketers with the tools to make the right decision. With our expertise in cutting edge research techniques, clubbed with PDM’s vast knowledge on celebrity management behind the research module, we are certain that marketers will be delighted with the product.”