Ads with celebrities have lower persuasion score than normal ads

Ipsos-ASI compared celebrity ads with, asking the respondents to rank them on recall, recognition, brand linkage and persuasion. In the United States advertisements featuring celebrities have strikingly lower persuasion score (80%) than other, “normal”, ads, where no celebrities are featured.

How celebrity ads differ from normal ads
  US Europe Latin America
Ad Recall 91% 88% 100%
Recognition 106 94 103
Brand Linkage 88 92 99
Persuasion 80 92 99