GreenLight, a global media licensing, talent negotiation and rights representation consultancy, 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 Grammy Awards is the largest music event every year. 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.
Target, T-Mobile and MasterCard were just a few that used celebrity endorsement and music in their ads this year. The many celebrities using their start status are the Black Eyed Peas, Pearl Jam, Nick Jonas and Eric Clapton.
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