KALEY CUOCO MEETS THE QUANTS: How Advertisers Rank Stars For Endorsements

kaley cuoco

Photo: Maxim

Advertisers ought to rush to sign Aziz Anzari, Scott Caan and Kaley Cuoco as endorsers, according to a new ranking of celebrities by market research firm E-Poll, whose data is used when companies decide who to select for ad campaigns.Unfortunately the same data indicates that Target, Red Bull and Stride ought to drop snowboarder Shaun White from their advertising, and other companies should stay away from director Tyler Perry.

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Every year, E-Poll combs its database of 6,500 celebrity names and ranks them for appeal, cuteness, talent, intelligence, influence, classiness and other attributes of interest to advertisers. The rankings are based on a weekly online survey of 1,100 consumers. The process is an attempt to bring some quantitative thinking to advertisers’ decisions about endorsement deals.

America’s most beloved celebrity remains Betty White, who was top of the list in 2010, too. Sandra Bullock kept her spot at No. 2. Both those actresses are so popular that using them in a commercial would probably be prohibitively expensive, so advertisers also look at the celebs who are gaining fastest in popularity and those who have just popped into the national consciousness.

Parks and Rec‘s Anzari, Hawaii Five-0‘s Caan, and Big Bang Theory‘s Cuoco were the biggest gainers in popularity last year, E-Poll says.

john michael higgins

Photo: Screengrab – Fired Up!

To track newcomers, E-Poll looks at the biggest gainers among celebrities with less than 15 per cent total awareness. Supermodel Miranda Kerr, funny character actor John Michael Higgins (seen here in 2007’s Fired Up!) and iCarly‘s Jennette McCurdy all fall into that category.But it’s bad news for those on E-Poll’s list of biggest decliners—these are the boldface names that America is sick of hearing about. Tyler Perry, Shaun White, Nicholas Cage and Paula Deen top that list. The year before Mel Gibson was No. 1 among decliners.

Most appealing: Betty White dominates for a second year.

Betty White continues to be the most appealing celebrity in America. This is her second year at the top of the list. Others in the top 10 include Sandra Bullock, Michael J. Fox and Tom Hanks. Dropping out of the top 10 was Will Smith.

Biggest gainers: Hello, Aziz Anzari!

Parks & Recreation funnyman Aziz Ansari heads the list of biggest gainers, with a 16-point gain in appeal. Melissa McCarthy (Bridesmaids), Aaron Rogers (Green Bay packers) and Andy Samberg (Saturday Night Live) are also notable names from the top 10 gainers.

Biggest decliners: Paula Deen's appeal sags in the wake of her diabetes scandal.

Tyler Perry and Shaun White experienced the largest declines in likability. Perry was in the news for the portrayal of some characters in his movies and TV show, while White's appeal sagged in a non-Olympic year. Paula Deen, Mark Sanchez and Selena Gomez also appear on the list of biggest decliners.

Deen lost popularity after it emerged she concealed her diabetes while promoting her calorie-heavy recipes. Sanchez had a lousy season with the New York Jets. And Gomez appears to be suffering from the fact that she's Justin Bieber's girlfriend.

The 'up and comers': Get 'em while they're still cheap.

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