Celebrity Advertisements: Exposing a Myth of Advertising Effectiveness.

Our study of more than 2,600 ads found that—contrary to popular wisdom—celebrity ads do not perform any better than non-celebrity ads, and in some cases they perform much worse. In our data, whether or not a celebrity endorses a product was unimportant in determining whether an ad resonated with viewers. In fact, when compared with industry norms, relatively few celebrity ads were able to earn performance marks above their industry averages.

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http://mktg.acemetrix.com/acton/ct/563/p-001d/Bct/-/-/ct14_1/1>