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Star Power - US - September 2009

As companies cut their marketing budgets amid recession and many others review their strategies carefully, it is becoming increasingly important to review the influence of star power and celebrity spokespeople.

While celebrities can be seen in virtually every facet of society selling everything from fast food to designer handbags, the effectiveness of such endorsements is often uncertain. To further understand the influence of celebrity endorsements and product placement, Mintel conducted a comprehensive study of star power that includes a proprietary survey of 2,000 American adults. The study addresses the following questions:

  • What demographic segments tend to have the most interest in celebrities?
  • What segments are most likely to purchase a product because they have seen it used in a television show or movie?
  • How quickly are high value segments growing and will that growth create a context within which celebrity endorsements are likely to succeed in the future?
  • Are there certain types of celebrities that are generally regarded as more trustworthy than others?
  • What effect do celebrity endorsements have on the likelihood one will purchase a product from a TV shopping network such as QVC or HSN?
  • How do consumers learn about celebrities and which segments are most likely to read celebrity news and/or participate in celebrity blogs?
  • What aspects of celebrity lives are consumers most interested in?
  • What attributes are most often associated with one’s favorite celebrity?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • Who are the fans?
                        • Who buys products that celebrities use?
                          • Purchase of celebrity-endorsed products on shopping networks
                            • What fans are interested in
                              • How fans learn about celebrities
                                • What consumers want to learn about stars
                                  • Attributes of favorite celebrities
                                    • Trustworthiness of celebrity types
                                      • The most influential celebrities
                                        • Race and Hispanic origin
                                        • Insights and Opportunities

                                          • Blacks and Hispanics generally more receptive to star power than whites
                                            • Learning from the stars: Tweeting could help build trust and influence
                                              • Product placement + Convenience + Star power could be a powerful sales tool
                                              • Inspire Insights

                                                  • The Price of Fame
                                                    • What’s it all about?
                                                      • What we’ve seen
                                                        • Implications
                                                          • Reality TV
                                                            • What’s it all about?
                                                              • What we’ve seen
                                                                • Implications
                                                                • Who are the Fans?

                                                                  • Key points
                                                                    • Women and young adults more likely to be fans
                                                                        • Figure 1: Interest in celebrities, by age, June 2009
                                                                      • Growth of young adult segments could drive influence of star power
                                                                        • Figure 2: Population, by age, 2004-14
                                                                      • Minorities more likely to respond to star power; segment’s growing quickly
                                                                        • Figure 3: Interest in celebrities, by race and Hispanic origin, June 2009
                                                                        • Figure 4: Population, by race and Hispanic origin, 2004-14
                                                                      • Households with children more likely to be influenced by star power
                                                                        • Figure 5: Households with children, by race and Hispanic origin, 2007
                                                                    • Who Buys Products that Celebrities Use?

                                                                      • Key points
                                                                        • Young, working class with little formal education most likely to buy
                                                                            • Figure 6: Likelihood of using brand names used by TV or movie characters, by age, household income, education, race/Hispanic origin and spoken language, February 2008-March 2009
                                                                        • Purchase of Celebrity-endorsed Products on Shopping Networks

                                                                          • Key points
                                                                            • Star power often influences purchases from TV shopping networks
                                                                              • Figure 7: Purchased celebrity-endorsed product from a TV home shopping channel, by age, June 2009
                                                                            • Clothing, make-up and personal care products popular among TV home shoppers
                                                                              • Figure 8: Products most interested in learning about from a celebrity, June 2009
                                                                          • What Fans are Interested In

                                                                            • Key points
                                                                              • Talent, achievement and problems are key drivers of celebrity interest
                                                                                • Figure 9: Part of celebrity’s life most interested in, by gender, June 2009
                                                                              • Older adults more interested in talent and achievements
                                                                                • Figure 10: Part of celebrity’s life most interested in, by age, June 2009
                                                                            • How Fans Learn about Celebrities

                                                                              • Key points
                                                                                • Most learn about celebrities through gossip and celebrity news
                                                                                  • Figure 11: Incidence of celebrity-related activities, by gender, June 2009
                                                                                • Young adults much more likely to gossip and follow celebrity news
                                                                                  • Figure 12: Incidence of celebrity-related activities, by age, June 2009
                                                                              • What Consumers Want to Learn About Stars

                                                                                • Key points
                                                                                  • Diaries and beauty secrets are among the most interesting attributes of stars
                                                                                      • Figure 13: Interest in celebrity diaries, beauty secrets and relationship advice, by age, June 2009
                                                                                    • Moderate interest in travelogues and product videos
                                                                                        • Figure 14: Interest in celebrity travel videos and product web movies, by age, June 2009
                                                                                      • Moderate interest in eating habits
                                                                                          • Figure 15: Interest in celebrity foods, by age, June 2009
                                                                                      • Attributes of Favorite Celebrities

                                                                                        • Key points
                                                                                          • Intelligence and beauty are key attributes of celebrity appeal
                                                                                            • Figure 16: Words to best describe favorite celebrity, by gender, June 2009
                                                                                          • Intelligence and niceness especially important to older adults
                                                                                            • Figure 17: Words to best describe favorite celebrity, by age, June 2009
                                                                                        • Trustworthiness of Celebrity Types

                                                                                          • Key points
                                                                                            • Few differences in trustworthiness can be attributed to gender, or movie vs. TV
                                                                                              • Figure 18: Male vs. female celebrity trustworthiness, by age, June 2009
                                                                                              • Figure 19: Movie vs. TV celebrity trustworthiness, by age, June 2009
                                                                                            • Older stars more likely to be viewed as trustworthy
                                                                                              • Figure 20: Young vs. old celebrity trustworthiness, by age, June 2009
                                                                                            • Sports stars viewed as more trustworthy than models and music stars
                                                                                              • Figure 21: Sport/model/music celebrity trustworthiness, by age, June 2009
                                                                                          • The Most Influential Celebrities

                                                                                            • Key points
                                                                                              • Angelina Jolie dethrones Oprah as the most powerful celebrity
                                                                                                • Figure 22: Forbes’ list of the top 25 most powerful celebrities, 2009
                                                                                            • Analysis of Product Placement

                                                                                              • Research indicates product placement becoming more common; positively impacts awareness
                                                                                                • Product placements rising on network television; already very common on cable and reality TV
                                                                                                    • Figure 23: Number of product placements in ten cable shows with the most placements, January-June 2008
                                                                                                    • Figure 24: Number of product placements in ten broadcast shows with the most placements, Q1-Q2 2008
                                                                                                  • Coke and others take advantage of American Idol opportunity
                                                                                                    • King of the placements: American Chopper
                                                                                                      • New regulation could curb the practice of product placement
                                                                                                      • Star Power in Television Ads

                                                                                                          • Lose weight, like the stars
                                                                                                            • Figure 25: Alli Weight Loss Aid, Wynonna Judd, 2009
                                                                                                            • Figure 26: Jenny Craig ad, Queen Latifah, 2008
                                                                                                            • Figure 27: Jenny Craig ad, Valerie Bertinelli, 2009
                                                                                                          • Personal care, like the stars
                                                                                                            • Figure 28: Proactive Solution, Jennifer Love Hewitt, 2007
                                                                                                            • Figure 29: CoverGirl Queen Collection, Queen Latifah, 2009
                                                                                                          • Mike Rowe’s reality Ford pitch
                                                                                                            • Figure 30: Ford Cash for Clunkers ad, Mike Rowe, 2009
                                                                                                        • Race and Hispanic origin

                                                                                                          • Key points
                                                                                                            • Minorities much more likely to purchase as a result of product placement
                                                                                                              • Figure 31: Likelihood of using brand names used by TV or movie characters, by race/Hispanic origin and spoken language, February 2008-March 2009
                                                                                                            • Blacks and Hispanics more likely to purchase from TV network
                                                                                                              • Figure 32: Purchased celebrity-endorsed product from a TV home shopping channel, by race/Hispanic origin, June 2009
                                                                                                            • Blacks more likely to gossip about celebrities and read celebrity news
                                                                                                              • Figure 33: Incidence of celebrity-related activities, by race/Hispanic origin, June 2009
                                                                                                            • Intelligence and drive are especially important attributes to blacks
                                                                                                              • Figure 34: Words to best describe favorite celebrity, by race/Hispanic origin, June 2009
                                                                                                          • Cluster Analysis

                                                                                                              • Followers (16%)
                                                                                                                • Observers (64%)
                                                                                                                  • Skeptics (20%)
                                                                                                                    • Cluster characteristics
                                                                                                                      • Figure 35: Star power clusters, June 2009
                                                                                                                      • Figure 36: Incidence of celebrity-related activities, by star power clusters, June 2009
                                                                                                                      • Figure 37: Incidence of having a favorite celebrity, by star power clusters, June 2009
                                                                                                                      • Figure 38: Trustworthiness of celebrity types, by star power clusters, June 2009
                                                                                                                      • Figure 39: Incidence of purchasing celebrity-endorsed products from shopping channel, by star power clusters, June 2009
                                                                                                                    • Cluster demographics
                                                                                                                      • Figure 40: Star power clusters, by gender, June 2009
                                                                                                                      • Figure 41: Star power clusters, by age, June 2009
                                                                                                                      • Figure 42: Star power clusters, by household income, June 2009
                                                                                                                      • Figure 43: Star power clusters, by race, June 2009
                                                                                                                      • Figure 44: Star power clusters, by Hispanic origin, June 2009
                                                                                                                    • Cluster methodology
                                                                                                                    • Custom Consumer Groups

                                                                                                                      • Households with kids and minorities respond to celebrity endorsement
                                                                                                                          • Figure 45: Top custom consumer groups with an interest in celebrities, June 2009
                                                                                                                          • Figure 46: Top custom consumer groups who purchased a celebrity-endorsed product from a TV home shopping channel, June 2009
                                                                                                                        • Many young minorities and Asians want what the stars have
                                                                                                                            • Figure 47: Top custom consumer groups likely to use brand names used by TV or movie characters, February 2008-March 2009
                                                                                                                          • Men and households without kids have less interest in celebrities
                                                                                                                            • Figure 48: Lowest custom consumer groups with an interest in celebrities, June 2009
                                                                                                                        • Appendix A: Additional Age Comparisons

                                                                                                                            • Figure 49: Purchased celebrity-endorsed product from a TV home shopping channel, by age, June 2009
                                                                                                                            • Figure 50: Interest in celebrity foods, by gender, June 2009
                                                                                                                            • Figure 51: Interest in celebrity travel videos and product web movies, by gender, June 2009
                                                                                                                        • Appendix B: Additional Income Comparisons

                                                                                                                            • Figure 52: Incidence of having a favorite celebrity, by household income, June 2009
                                                                                                                            • Figure 53: Incidence of celebrity-related activities, by household income, June 2009
                                                                                                                            • Figure 54: Purchased celebrity-endorsed product from a TV home shopping channel, by household income, June 2009
                                                                                                                            • Figure 55: Part of celebrity’s life most interested in, by household income, June 2009
                                                                                                                            • Figure 56: Male vs. female celebrity trustworthiness, by household income, June 2009
                                                                                                                            • Figure 57: Young vs. old celebrity trustworthiness, by household income, June 2009
                                                                                                                            • Figure 58: Movie vs. TV celebrity trustworthiness, by household income, June 2009
                                                                                                                            • Figure 59: Sport/model/music celebrity trustworthiness, by household income, June 2009
                                                                                                                            • Figure 60: Interest in celebrity diaries, beauty secrets and relationship advice, by household income, June 2009
                                                                                                                            • Figure 61: Interest in celebrity foods, by household income, June 2009
                                                                                                                            • Figure 62: Interest in celebrity travel videos and product web movies, by household income, June 2009
                                                                                                                            • Figure 63: Words to best describe favorite celebrity, by household income, June 2009
                                                                                                                        • Appendix C: Additional Race/Hispanic origin Comparisons

                                                                                                                            • Figure 64: Incidence of having a favorite celebrity, by race/Hispanic origin, June 2009
                                                                                                                            • Figure 65: Part of celebrity’s life most interested in, by race/Hispanic origin, June 2009
                                                                                                                            • Figure 66: Movie vs. TV celebrity trustworthiness, by race/Hispanic origin, June 2009
                                                                                                                            • Figure 67: Sport/model/music celebrity trustworthiness, by race/Hispanic origin, June 2009
                                                                                                                            • Figure 68: Interest in celebrity foods, by race/Hispanic origin, June 2009
                                                                                                                            • Figure 69: Interest in celebrity travel videos and product web movies, by race/Hispanic origin, June 2009
                                                                                                                            • Figure 70: Interest in celebrity diaries, beauty secrets and relationship advice, by race/Hispanic origin, June 2009
                                                                                                                            • Figure 71: Male vs. female celebrity trustworthiness, by race/Hispanic origin, June 2009
                                                                                                                            • Figure 72: Young vs. old celebrity trustworthiness, by race/Hispanic origin, June 2009
                                                                                                                        • Appendix D: Additional Gender Comparisons

                                                                                                                            • Figure 73: Likely to use brand names used by TV or movie characters, by gender, February 2008-March 2009
                                                                                                                            • Figure 74: Male vs. female celebrity trustworthiness, by gender, June 2009
                                                                                                                            • Figure 75: Young vs. old celebrity trustworthiness, by gender, June 2009
                                                                                                                            • Figure 76: Movie vs. TV celebrity trustworthiness, by gender, June 2009
                                                                                                                            • Figure 77: Sport/model/music celebrity trustworthiness, by gender, June 2009
                                                                                                                            • Figure 78: Interest in celebrity diaries, beauty secrets and relationship advice, by gender, June 2009
                                                                                                                        • Appendix: Trade Associations

                                                                                                                          Companies Covered

                                                                                                                          • American Psychological Association
                                                                                                                          • Centers for Disease Control and Prevention
                                                                                                                          • Cingular Wireless LLC
                                                                                                                          • Coca-Cola Company (The) (USA)
                                                                                                                          • Discovery Channel
                                                                                                                          • Facebook, Inc.
                                                                                                                          • Federal Communications Commission (FCC)
                                                                                                                          • Federal Trade Commission
                                                                                                                          • Ford Motor Company (USA)
                                                                                                                          • Google, Inc.
                                                                                                                          • Greenfield Online
                                                                                                                          • Guthy-Renker Corporation
                                                                                                                          • HSN-U.S.
                                                                                                                          • Jenny Craig Inc.
                                                                                                                          • Los Angeles Times
                                                                                                                          • National Broadcasting Company, Inc. (NBC)
                                                                                                                          • QVC USA
                                                                                                                          • Research in Motion Uk Ltd.
                                                                                                                          • The New York Times Company
                                                                                                                          • TiVo Inc
                                                                                                                          • Twitter, Inc.
                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                          • U.S. Bureau of the Census
                                                                                                                          • Whole Foods Market Inc

                                                                                                                          Star Power - US - September 2009

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