GreenLight, a global media licensing, talent negotiation and rights representation consultancy, has released the results of its annual GreenLight Ad Gauge of the 52nd annual Grammy Awards, revealing a 150% spike in ads featuring celebrity endorsements. The full report is available for download here. The 2010 analysis reveals that after a pulling back from celebrity collaborations in 2009, brands are once again partnering with celebrities and using pop music to maximize brand awareness and forge emotional connections with consumers.
Key findings from GreenLight’s 2010 analysis include:
15% of 2010 Grammy ads featured celebrity endorsements, a 150% spike from last year
; 22% of ads featured pop music, about the same as the past two years
; U.S. car makers dominated Grammy ads, with 16% of total ads, and more
than a quarter of ads featuring celebrity endorsements or pop music. Olay (11 spots), Target (8 spots), Lincoln (6 spots) and Chevy (5
spots) were the biggest Grammy advertisers, with Target and Lincoln
incorporating celebrities and/or pop music.
Category: Awards, Featured, Sales/Marketing
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