Grammy Ads Feature Growing Number of Celebs

Nearly one out of four advertisements during last night’s (2/13) Grammy Awards featured a celebrity endorsement, according to a report by Greenlight, a company specializing in licensing and rights clearance.

Among the other findings of the GreenLight Ad Gauge:
• celeb ads were up 47% over last year, and up more than 250% from 2009
• 23% of ads featured licensed pop music
• 35% of ads featured either a celeb endorsement or licensed music, up from 26% of ads in 2010

MusicRow’s Bobby Karl noted the numerous celeb spots during this morning’s column about the awards. He said:

Even if you weren’t on the show, you had a good chance of being seen. Just about every commercial break featured a music star – Taylor Swift for Cover Girl, Carrie Underwood for Olay, Jennifer Hudson for Weight Watchers, Justin Bieber for CSI, Alicia Keys for HP, Taylor Swift for Target, Keith Urban for Target, Ricky Martin for the American Cancer Society, Jennifer Lopez for Venus razors, Eminem (in cartoon form) for Brisk beverages, Queen Latifah for Cover Girl….

GreenLight’s full report can be downloaded here.

AdAge has recently weighed in on the pros and cons of celebrity endorsements.


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Category: Artist, Featured, Sales/Marketing

About the Author

Sarah Skates has worked in the music business for more than a decade and is a longtime contributor to MusicRow.

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