Through 92,000 consumer surveys, The NPD Group’s new BrandLink database identifies the brand preference of fans of celebrities with over 10 million fans with the aim to help marketers identify the celebrities with which brand users are most likely to engage. The database is also used by celebrities and their agents to select brands that are strong prospects for lucrative endorsement deals.
“We can now prove what has been suspected when making expensive sponsorship decisions—that celebrities are media properties in their own right, with audiences that have nuanced brand preferences”, said Barbara Zack, vice president, The NPD Group.
Rihanna, with an index score of 367, has nearly 3.7 times as many strong brand endorsement opportunities as the average “big-name” celebrity. Beyoncé was second with a score of 336, followed by Ne-Yo, Usher, Wiz Khalifa, The Weeknd, Jennifer Lopez, Kevin Hart, Dr. Dre and Khloe Kardashian.
According to The NPD Group, Rihanna’s top endorsement score was Jeep, which reveals that her fans have a preference for the automobile company. “On the surface, if Jeep were considering a celebrity endorsement, it might think that Rihanna and Beyonce’ are equally good choices; both are chart-topping female R&B stars with very similar fan bases. However, BrandLink shows that Rihanna’s fans are much more likely to choose Jeep,” The NPD Group stated.
Not bad for an artist who hasn’t released a full album since 2012.