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Celebrity Endorsements Soar Nearly 50% in 2011 Grammy® Awards TV Ads

LOS ANGELES Feb. 14, 2011

The GreenLight Ad Gauge analyzes TV advertising during the world’s biggest television music event every year as a barometer to identify trends in how brands are using celebrities and pop music in their TV commercials.

The 2011 analysis reveals that the stars are aligning with brands in ever-greater numbers as advertisers ramp up high profile entertainment collaborations in campaigns after the recession.

Key findings from GreenLight’s 2011 analysis include:

  • 22% of 2011 show ads featured celebrity endorsements, a 47% increase from last year, and returning to pre-recession levels
  • 23% of ads featured licensed pop music, roughly flat for the past three years
  • 35% of ads featured some kind of entertainment element (either a celeb endorsement or licensed music), up from 26% of ads in 2010
  • Star-powered brands included Ford, Chevy, Dodge, HP, CoverGirl, Olay, Target, Nintendo and Apple
  • Jennifer Hudson Alicia Keys Carrie Underwood Jennifer Lopez Queen Latifah Marilyn Monroe Michael Jackson Thomas Edison

Hollywood David Reeder

$1 million

Alicia Keys Jon Bor Birgisson

Alicia Keys Jimmy Iovine

Michael Jackson

Billie Jean Michael Jackson

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United States & Canada: 1-866-884-5600

For more information or images from Corbis and/or GreenLight, press only:

Dan Perlet

Director, Communications



[email protected]

Molly McGaughan



[email protected]

SOURCE GreenLight

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