MRI, E-Poll Identify Victoria’s Secret, AARP, Herr’s as Celebrity-Brand Alignment “Winners” in Key Categories

NEW YORK–(BUSINESS WIRE)–For brands, the value of celebrity appeal lies in the fans, not the
stars. In advance of this Sunday’s People’s Choice Awards, new insights
from
GfK
MRI
and E-Poll
show which brands have the strongest alignment with fans of high-profile
nominees across TV, movie, and music categories.

Earlier this year, the two firms announced
MRI/E-Score Celebrity Fusion
, which combines MRI’s gold-standard
insights about US consumers with E-Poll’s unmatched data on awareness
and likeability of over 4,000 celebrities.

Click
here
for more information on the MRI/E-Poll analysis

Looking at the intersections between perfume brands and female TV
nominees, MRI and E-Poll found a strong alignment between Victoria’s
Secret and Camila Mendes; her female fans were twice as likely (Index of
198) to say that they used the perfume brand in the past 6 months. The
analysis also showed that female fans of Ellen Pompeo have a strong
connection to Eternity perfume.

Fans of TV star Freddie Highmore are 59% more likely than average
consumers to have eaten Herr’s potato chips in the past 6 months,
according to MRI and E-Poll. The data also show that Utz scored well
with those who like Justin Chambers.

Three of the five male movie actor nominees have strong associations
with beer brands – Chadwick Boseman with Bud Light Lime (Index of 151),
Chris Pratt with Redd’s Apple Ale (148), and Nick Robinson with Coors
(147).

In music, the analysis revealed alignment between Shawn Mendes and Mist
Twst, with the singer’s fans being 80% more likely to say they drink the
beverage than average consumers. MRI and E-Poll also cite a connection
between Drake and Mountain Dew Baja Blast; the rapper’s fans are 71%
more likely to be consumers of this soda brand.

Looking at country music and insurance, MRI and E-Poll identified
connections between AARP and two best-selling singers – Keith Urban and
Carrie Underwood. Those who say they like Urban are 36% more likely to
say they buy insurance from AARP, while Underwood’s fans are 19% more
likely.

The People’s Choice Awards will air Sunday, November 11th, at
9PM on E!

MRI is the leading producer of advanced audience data in the US market.
Its Survey of the American Consumer® is used in the majority of media
and marketing plans, covering consumption of over 6,500 products and
services in nearly 600 categories. MRI also brings ad targets to life
through psychographics and insights on attitudes, leisure activities,
and media behaviors.

E-Poll has set the standard in measuring the marketability of
celebrities, brands, and entertainment programs. Its innovative E-Score®
suite of research products includes critical awareness, appeal and
attribute measures for over 10,000 celebrities.

About GfK

GfK connects data and science. Innovative research solutions provide
answers for key business questions around consumers, markets, brands and
media – now and in the future. As a research and analytics partner, GfK
promises its clients all over the world “Growth from Knowledge”.

For more information, please visit www.gfk.com
or follow GfK on Twitter: www.twitter.com/GfK.

About E-Poll Market Research

E-Poll Market Research is a full-service consumer research company
helping clients make better decisions in a complex digital media
environment. Our staff of highly experienced research, entertainment,
and marketing executives, and our proprietary panel of US media
consumers, allow clients to reach and understand their target audiences
quickly and cost-effectively. E-Poll’s innovative E-Score®,
ADvance™ and Dynatrack™ products harness millions of consumer responses
and provide turnkey solutions for marketability evaluation, advertising
effectiveness and brand tracking, respectively.

Founded in 1997, E-Poll is headquartered in Los Angeles. More
information is available at www.epollresearch.com.

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