Nielsen sur­vey says Liam Nee­son is big pitch­man

China Daily (Canada) - - FRONT PAGE - By AS­SO­CI­ATED PRESS in New York

Ad ex­ec­u­tives look­ing for a celebrity to en­dorse their prod­uct can’t do much bet­ter than ac­tor Liam Nee­son.

That’s the con­clu­sion of the Nielsen com­pany, which looked at celebri­ties who made com­mer­cials dur­ing the first three months of the year and ranked them with a cal­cu­la­tion that takes into ac­count lik­a­bil­ity, public aware­ness, in­flu­ence and other fac­tors.

Its first N-Scores were re­leased on Tues­day. Nee­son and Pierce Bros­nan had iden­ti­cal scores of 94, although Nee­son was judged to have a greater in­flu­ence in get­ting prod­ucts sold.

By look­ing at the ef­fec­tive­ness of celebrity pitch­men, the com­pany best known for tele­vi­sion rat­ings will now com­pete with Mar­ket­ing Eval­u­a­tions Inc, a com­pany that pro­duces the bet­ter­known Q Score, a mea­sure­ment of public at­ti­tudes to­ward well-known fig­ures.

Be­sides at­tach­ing scores to celebrity en­dorsers, Nielsen in­tends to of­fer mar­keters de­tailed in­for­ma­tion about the per­son­al­i­ties and habits of peo­ple who re­spond well to each celebrity so they can bet­ter match pitch­men and prod­ucts, says Chad Dreas, Nielsen’s man­ag­ing direc­tor of me­dia an­a­lyt­ics.

“Whatdo they buy? Where do theyshop? What­dothey­watch?” saysDreas, de­scrib­ingthede­tails Nielsen in­tends to sell.

Nee­son, who has been fea­tured in an ad for Su­per­cell Games, is viewed pos­i­tively by 85 per­cent of Amer­i­cans who know him, Nielsen says. Bros­nan and Matthew McConaughey, both fea­tured in car com­mer­cials re­cently, also scored well in Nielsens’ mea­sure­ment.

Jeff Bridges stood out among celebri­ties for the amount of in­flu­ence he car­ried with his fans, Nielsen says.

Other celebs with re­cent ads that scored well in Nielsen’s mea­sure­ment were Jen­nifer Gar­ner, Natal­iePort­man, Sofia Ver­gara, Jim Par­sons, Den­nis Hays­bert and J.K. Sim­mons.

Newspapers in English

Newspapers from China

© PressReader. All rights reserved.