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Bieber's Star Fades, Carrie Fisher is On the Up

15/01/2014
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InterMedia Entertainment reveal celebs with pulling power in Star Index report

 If direct-to-consumer advertisers are shopping for a television spokesperson, they might want to think twice about hiring Justin Bieber.

 

The InterMedia Entertainment DR Star Index™ has quantified that the singer’s recent misbehavior has disaffected the general public, causing his stature to drop substantially in multiple Index attribute categories including Likeability, Trust, Influence and even Attractiveness. Bieber nose-dived 87 spots in the overall rankings, which measure the top 500 celebrities considered for direct-to-consumer campaigns.

 

While NCIS star Mark Harmon hopped from second to first in the latest index, Brooke Shields relinquished the top female position to Helen Hunt, who climbed 18 spots to second place overall, just below Harmon. 

 

Hunt’s rise was almost certainly due to the resurgence of her career stemming from her role in the film, The Sessions, for which she was nominated for 24 individual awards in 2013, including the Academy Award for Best Supporting Actress.

 

Another big Index winner was Hector Elizondo. Clearly, his recent reprising role in Grey’s Anatomy was a contributing factor in boosting his Recognition score, as he jumped over 200 spots in this category. Hector’s Relevance ranking also jumped significantly, plus his scores improved in the Likeability and Influence categories.  

 

Similarly, Carrie Fisher’s stature rose on the heels of her announced comeback as Princess Leia in the next Star Wars installment, moving up to number 52 in the overall Star Index rankings. 

 

The InterMedia Entertainment DR Star Index™ was designed to capture and track rapidly-shifting public sentiment concerning celebrities in a media and celebrity obsessed society.  InterMedia Entertainment conducts this primary consumer research on a quarterly basis to ensure that the index is reflective of current media trends and consumer attitudes. 

 

The findings gleaned from this research can be extrapolated to pinpoint the ideal celebrities for specific demographic and product categories. Additionally, the Index provides the capability to reveal potentially “undervalued” spokespeople, who have relatively low Relevance (or even Recognition) scores but received high evaluations for Trust and Influence.  Generally, these are celebrities who have fallen out of the public eye in recent times, but have maintained their positive image.

 

Among those who fit this profile are former Olympic star Mary Lou Retton, Astronaut Buzz Aldrin, animal expert/TV personality Jack Hanna, and especially, Captain “Sully” Sullenberger, the pilot who heroically landed a passenger jet safely in New York City’s Hudson River.

 

“With The InterMedia Entertainment DR Star Index™, we can help any prospective advertiser drill down to the minutiae of relatability factors,” says Rob Levy, President of InterMedia Entertainment™. “Oftentimes, surface appearances, out-of-date assumptions, and/or gut reactions regarding the effectiveness of a celebrity as a spokesperson bears little or no reality. This tool eliminates the guesswork.”

 

InterMedia Entertainment™ provides its celebrity deal making services to a range of businesses, including new marketers, companies with existing campaigns in need of a renewed creative focus, and other advertising/marketing entities. In the recent past, InterMedia has executed campaigns with such leading sports and entertainment figures as Joey Fatone, Joan Lunden, and Joe Theismann. 

InterMedia Entertainment™ conducts extensive market research to determine the right celebrity for each client. The company works with industry-leading agents and managers to create optimal pairings.

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