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 |
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Source: Ipsos-ASI |
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