31st March 2010, London, UK – Pop star Kylie Minogue and X-Factor judge Cheryl Cole were named the most powerful celebrities in Britain today in Millward Brown’s latest celebrity and brand (Cebra) research . The research, which interviewed 2000 consumers about 100 celebrities and 100 brands, will be used by marketers to identify celebrity and brand partnerships with the greatest marketplace potential.
The 10 most powerful UK celebrities were:
1) Kylie Minogue
2) Cheryl Cole
3) David Beckham
4) Ant & Dec
5) Joanna Lumley
6) Terry Wogan
7) Jamie Oliver
8) George Clooney
9) Sean Connery
10) Helen Mirren
“Kylie is widely accepted as an adopted Brit. People know her, like her and she is surrounded by positive buzz,” says Mark Husak, Head of Millward Brown’s UK Media Practice. Cheryl’s mix of exciting, endearing and engaging traits seems to be a winning combination.”
Cheryl Cole is 2nd in the ranking and has the highest positive Buzz score (80 percent positive) despite the negative media coverage that has surrounded her in the past. Cheryl is seen as very Playful, Sympathetic and Outgoing but least Reserved, Calm and Laid Back. She is well matched to Coca Cola and New Look. Kylie’s personality matches well with L’Oreal, Yahoo, Cadbury and Lucozade.
• US star George Clooney (8th in the ranking) is the only other non-Brit to appear in the Top10. Like Kylie, he is well liked with no negative publicity. Being seen as clever and outgoing Clooney would be a good match for Guinness.
• Joanna Lumley, Judi Dench and Helen Mirren – these leading ladies, who are all in the Top 10, are also Positive Role Models proving that age really does matter in role model status. The worst celebrity role models - Amy Winehouse, Katy Price, Paris Hilton, Tiger Woods, John Terry and Jonathan Ross –all exhibit strong personality scores on Playful and Spontaneous and below average on Sensible and Reserved.
• Sean Connery, 9th in this ranking, shares the same personality traits as fellow James Bond actors Roger Moore and Daniel Craig proving that the Bond personality transcends the actors who play him. All showed average scores on Sensible, Clever and Calm and low scores for Playful, Spontaneous and Sympathetic.
Millward Brown’s Cebra (celebrity + brand) research goes beyond existing ratings of how well a celebrity is known by consumers (Familiarity) to include measures of Affinity (how well they are liked) and Buzz (how much they are talked about online and offline). The FAB ratings produce an overall Cebra score that relates to the celebrity’s attractiveness to marketers. Combined with additional analysis of brand and celebrity personality, marketers can identify brand and celebrity partnerships with the greatest marketplace potential.
About Millward Brown
Millward Brown (www.millwardbrown.com) is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 78 offices in 51 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), Millward Brown Optimor (focused on helping clients maximize the returns on their brand and marketing investments) and Dynamic Logic (the world leader in digital marketing effectiveness). Millward Brown is part of Kantar, WPP's insight, information and consultancy group.
Note to editors: For further information on this research or if you require consumer-based research on any of the celebrities you are writing about please contact:
UK PR Consultant
Tel: +44 (0)1420 564346
Mobile: +44 (0)7990 520390
Millward Brown UK
Tel: +44 (0)1926 826455
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