Dwayne Johnson Tops Celebrity Endorsement Ranking Among Actors
In the world of celebrity endorsement, age is not just a number.
Stars in their teens and twenties don’t enjoy the same consumer trust as their older counterparts, according to new rankings of TV and film actors from Spotted, a data and research provider focused on the celebrity endorsement space. Spotted ranked actors with brand partnerships from best to worst in terms of the success of their campaigns and found that while the average age among the best was 40, the worst was just 28.
Topping the list was Dwayne “The Rock” Johnson, 46, for Under Armour, whose shoe line with the athletic apparel brand sold out in only 30 minutes in June. Mark Wahlberg, 47, for AT&T clocked in at number two, with third place going to Kristen Bell, 38, for Old Navy. Following close behind them were Reese Witherspoon, 42, for Crate and Barrel and Drew Barrymore, 43, for Crocs.
In contrast, the least successful campaigns came from Bella Thorne, 20, for BUXOM Cosmetics, Shay Mitchell, 31, for Toyota, and Ansel Elgort, 24, for Polo Ralph Lauren. Other notably low performers were Millie Bobby Brown, 14, for Cisco, and Lady Gaga, 32, for Bud Light.
To arrive at these rankings, Spotted surveyed 300 U.S. participants of all ages with questions concerning the likability, relatability, attractiveness, trustworthiness, authenticity, and facial, name and voice recognition of 400 actors who had brand endorsements between January 1, 2017 and August 31, 2018.