While Celeb Endorsements Plummet, Brands Turn Up the Music in 2009 Emmy Ads
Analysis of TV Commercials Broadcast during The Emmys Reveals Celeb Endorsements Down Nearly 75% from Last Year and Licensed Pop Music up by More than a Third
Los Angeles, CA, September 24, 2009 --(PR.com)-- GreenLight (www.greenlightrights.com), a global media licensing, talent negotiation and rights representation consultancy, today released the results of its GreenLight Ad Gauge of the 61st annual Primetime Emmy Awards broadcast live last night from Los Angeles, California. The analysis reveals a sharp decline in the percentage of celebrity endorsements in ads shown during this year’s Emmys and a spike in the use of popular music.
The GreenLight Ad Gauge monitors TV advertising during the Primetime Emmys – presented by the Academy of Television Arts & Sciences in recognition of excellence in American primetime television programming – as a barometer to identify trends in how brands are using celebrities and music in TV commercials. As a follow up to its first Ad Gauge of the 2009 Grammy Awards, the latest GreenLight Ad Gauge covers the Emmy Awards with analysis from the past three years.
The analysis confirms that brands are pulling back from high profile celebrity endorsement deals, but continue to collaborate more subtly with entertainers by using contemporary and iconic music in ads in place of traditional “jingles.”
Key findings from GreenLight’s analysis include:
· Fewer than 6% of commercials featured celebrity endorsements, down nearly 75% from last year when one in five commercials did.
· 12% of commercials featured licensed music in 2009, up more than a third from last year.
· Familiar hit songs were most frequently used instead of emerging artists.
· Just 4% of commercials had branded jingles.
· Beauty, Heath care and Consumer Technology were the biggest industries collaborating with entertainers in 2009, with Financial Services, Automotive and Retail slowing advertising or turning to product-focused advertising.
“Advertisers know they need to maintain a high profile during the recession but budgets are tight for companies in several industries,” said David Reeder, Vice President, GreenLight. “The trend of using fewer celebrity endorsements this year suggests that brands are looking for ways to trim advertising costs, but the question is if the product ads will resonate with consumers and generate the impact and buzz celebrity associations have done in the past.”
The three-hour show was seen by 13.3 million viewers and drew a 4.2 preliminary rating among adults 18-49, which is 8% more viewers and an 11% higher rating than last year making it the most-watched Emmy telecast in three years.
Microsoft, Suave and Healthy Choice were among the brands that the GreenLight report judged as having effective celebrity and entertainment collaborations this year.
“Music was the real winner this year with several brands using it to foster a stronger emotional connection with consumers,” said Reeder. “Microsoft scored a hit with its latest “I’m a PC” spot featuring a cute kid on her dad’s computer and the understated use of “Final Countdown” by Europe, hitting thirty-something parents right where they live - reveling in the joy that is parenthood while reminding them of their carefree youth.”
Pantene and celebrity endorser Brooke Shields were judged to be among the losers by the report.
“Despite being undeniably recognizable, reality TV star Stacey London is most well-known for her fashion sense, calling in to question her effectiveness of pushing hair care products,” said Reeder. “For Brooke Shields, some people may be surprised that she put her reputation on the line for a new prescription treatment for longer eyelashes from a pharmaceutical manufacturer for what is traditionally viewed as a cosmetic rather than health issue.”
To download of copy of the GreenLight Ad Gauge of the 2009 Emmys, visit http://www.greenlightrights.com/inthenews.
About GreenLight
GreenLight is a global media licensing, talent negotiation and rights representation consultancy providing corporate, advertising and media clients access to music, film and other entertainment content and celebrities. GreenLight works with the world’s leading advertising agencies and multinational companies to create innovative advertising, packaging and products. GreenLight’s rights representation group manages the personality rights of iconic personas including Albert Einstein, The Wright Brothers, Steve McQueen, and Johnny Cash and June Carter Cash. A Corbis brand, GreenLight is based in Los Angeles and serves clients in more than 50 countries. For more information, visit www.greenlightrights.com.
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The GreenLight Ad Gauge monitors TV advertising during the Primetime Emmys – presented by the Academy of Television Arts & Sciences in recognition of excellence in American primetime television programming – as a barometer to identify trends in how brands are using celebrities and music in TV commercials. As a follow up to its first Ad Gauge of the 2009 Grammy Awards, the latest GreenLight Ad Gauge covers the Emmy Awards with analysis from the past three years.
The analysis confirms that brands are pulling back from high profile celebrity endorsement deals, but continue to collaborate more subtly with entertainers by using contemporary and iconic music in ads in place of traditional “jingles.”
Key findings from GreenLight’s analysis include:
· Fewer than 6% of commercials featured celebrity endorsements, down nearly 75% from last year when one in five commercials did.
· 12% of commercials featured licensed music in 2009, up more than a third from last year.
· Familiar hit songs were most frequently used instead of emerging artists.
· Just 4% of commercials had branded jingles.
· Beauty, Heath care and Consumer Technology were the biggest industries collaborating with entertainers in 2009, with Financial Services, Automotive and Retail slowing advertising or turning to product-focused advertising.
“Advertisers know they need to maintain a high profile during the recession but budgets are tight for companies in several industries,” said David Reeder, Vice President, GreenLight. “The trend of using fewer celebrity endorsements this year suggests that brands are looking for ways to trim advertising costs, but the question is if the product ads will resonate with consumers and generate the impact and buzz celebrity associations have done in the past.”
The three-hour show was seen by 13.3 million viewers and drew a 4.2 preliminary rating among adults 18-49, which is 8% more viewers and an 11% higher rating than last year making it the most-watched Emmy telecast in three years.
Microsoft, Suave and Healthy Choice were among the brands that the GreenLight report judged as having effective celebrity and entertainment collaborations this year.
“Music was the real winner this year with several brands using it to foster a stronger emotional connection with consumers,” said Reeder. “Microsoft scored a hit with its latest “I’m a PC” spot featuring a cute kid on her dad’s computer and the understated use of “Final Countdown” by Europe, hitting thirty-something parents right where they live - reveling in the joy that is parenthood while reminding them of their carefree youth.”
Pantene and celebrity endorser Brooke Shields were judged to be among the losers by the report.
“Despite being undeniably recognizable, reality TV star Stacey London is most well-known for her fashion sense, calling in to question her effectiveness of pushing hair care products,” said Reeder. “For Brooke Shields, some people may be surprised that she put her reputation on the line for a new prescription treatment for longer eyelashes from a pharmaceutical manufacturer for what is traditionally viewed as a cosmetic rather than health issue.”
To download of copy of the GreenLight Ad Gauge of the 2009 Emmys, visit http://www.greenlightrights.com/inthenews.
About GreenLight
GreenLight is a global media licensing, talent negotiation and rights representation consultancy providing corporate, advertising and media clients access to music, film and other entertainment content and celebrities. GreenLight works with the world’s leading advertising agencies and multinational companies to create innovative advertising, packaging and products. GreenLight’s rights representation group manages the personality rights of iconic personas including Albert Einstein, The Wright Brothers, Steve McQueen, and Johnny Cash and June Carter Cash. A Corbis brand, GreenLight is based in Los Angeles and serves clients in more than 50 countries. For more information, visit www.greenlightrights.com.
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www.greenlightrights.com
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