NPD group suggests Rihanna is the “Most Marketable” celebrity for brands
Rihanna is winning and apparently, that’s not going to change anytime soon. A recent report released by the NPD group suggests that RiRi is the most marketable celebrity for brands, WWD reports. This means that an endorsement deal with Rihanna can potentially yield greater returns than one with Beyoncé, Ne-Yo, Usher, Jennifer Lopez or even Steph Curry.
The report explains: “Rihanna’s index score of 367 means that she has almost 3.7 times as many strong brand endorsement opportunities as the average big-name celebrity.” A list of all celebrities who made the top 10 list has been provided below.
Rihanna – 367
Beyoncé – 336
Ne-Yo – 334
Usher – 334
Wiz Khalifa – 325
The Weeknd – 318
Jennifer Lopez – 313
Kevin Hart – 306
Dr. Dre – 301
Khloé Kardashian – 298
“[Chief marketing officers and chief financial officers] have long asked for better data to help inform their expensive sponsorship decisions,” said NPD Group vice president Barbara Zack, “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. In the same way that every sitcom is not equally valuable to a particular brand, neither is every celebrity equally valuable to a particular brand.”
Interesting.