We use cookies to offer an improved online experience and offer you content and services adapted to your interests. By using our website or clicking “Accept”, you are agreeing to our Cookie Policy. If you do not wish to allow cookies please disable them in your browser settings. Cookie consent.


Celebrity endorsement of brands can be regarded as risky or hit and miss if not planned correctly, so we led a research study to find out what steps need to be put in place to make this a valuable aspect of your marketing strategy.


The Research

We worked with Bournemouth University’s Faculty of Media & Communication, and research companies YouGov and Neurosense, to understand the value and effective use of talent endorsement in advertising.

The Results

Capturing attention

* Celebrity endorsements create and maintain viewers’ attention

* They bring prestige to brands and encourage engagement, interest, and recall

* Talent-led advertising spots are effective because celebrities have symbolic, aspirational associations for viewers

* The celebrity is able to transfer their own values and characteristics to the products they are promoting

* Credibility and the audience’s connection with the talent is very important, but the strategic link between the product and the celebrity is key

Brand building

* Talent endorsements offer effective advertising for both new and established brands

* They improve advertising attitudes, brand attitude, and build purchasing intent

* They provide monetary value through increased brand equity and sales

* They build new brands and reposition old brands

* Talent with worldwide popularity can help businesses reach global goals

We'd love to chat

Find out today how the UK’s largest commercial broadcaster will make your business famous

Let's chat