Captain Kangaroo understood that parents are the “ultimate role models.” What he didn’t say was that for millions of us—three generations of kids—he was almost as influential as our own parents.

One of the most important attributes any person can possess is the ability to influence others. Certainly, influence is even more essential for anyone who works in sales, and its effect is magnified exponentially for any person who plays the spokesperson role in television ads.

But what dynamics make one spokesperson more influential than another? And how can these attributes be identified and evaluated in the context of a celebrity’s ability to truly resonate with the public?

Based on decades of experience in matching celebrity spokespeople with products and services, combined with an understanding of consumer perceptions revealed by the InterMedia Entertainment (IME) DR Star Index®, the following are key considerations in selecting a celebrity brand ambassador:

• The celebrity’s fit with the target demographic and psychographic profile
• A potential spokesperson’s alignment and connection with the brand
• The compelling storyline that can be built around this association
• The ability to generate trust while being believable and credible
• The spokesperson’s ability to truly sell the product or offer

In addition to the above, direct response marketers should strive to find a brand ambassador who has previously influenced the target market in a positive manner.

More than any other characteristic, Influence is most closely linked with the ability to sell. Influence is the common denominator in all successful celebrity-based campaigns; if a celebrity cannot influence and therefore motivate the target market, nothing else matters.

No matter how influential a celebrity appears, if he or she can’t close the deal, that celebrity is of little use—especially in the DR space. This talent requires a specific mindset: First, the celebrity must be willing to sell; second, he or she must have an inherent ability to connect with consumers.

Prior to signing a celebrity, IME always breaks bread with the person and his or her manager or agent. We make a face-to-face assessment of whether they truly want to do the deal, have passion for the prospective relationship, can get behind the brand enthusiastically, and understand that one of the demands of an effective salesperson is to ask the consumer for the order personally.

Ranked by Resonance
Of the close to 1,000 celebrities that the DR Star Index tracks, Betty White is the top-rated celebrity overall, based on her high scores in the Index’s six key criteria: Likeability, Attractiveness, Trust, Influence, Relevance, and Recognition. What separates the former Golden Girl is her unsurpassed ability to resonate, and ultimately influence, a full spectrum of consumers, from millennials to Baby Boomers.

One of the demands of an effective salesperson is to ask the consumer for the order personally.

Since its inception, the DR Star Index has placed added emphasis on the celebrities who are currently lending endorsements on television. The accompanying chart (“The Influence Factor,” page 13) lists the top celebrities who are currently working as advertising spokespeople and have been evaluated by the public in the Index. When looking at the top performers in this category, the overall top-rated celebrity is Jennifer Lopez, who represents Children’s Miracle Hospital.

However, the No. 1-rated celebrity—tracked purely from an Influence perspective—is Adam Levine, who recently jumped from No. 9 on the list to the top slot, and has been an excellent spokesperson for Guthy-Renker, LLC’s Proactiv brand.

On the flip side, actor and ex-Senator Fred Thompson—last on the active spokeperson list—brings up the rear in all attribute categories with the exception of Recognition, where he ranked 23rd of 26 celebrities tracked. Other examples of celebrities who scored lower than average for Influence are Larry King (Omega XL) and Sharon Osbourne (Atkins).

Parents may be the most important influencers, and therefore role models, in their children’s lives. However, as evidenced by the list of celebrity spokespersons who perform best in their roles, the ability to influence consumer behavior is measured by sales chops—and it’s Levine and Lopez, Foreman and the Fonz who excel.

The Influence Factor: Top Current Celebrity Spokespeople

Influence Rank	Spokesperson	Brand	Category	Overall Index Rank	Spokesperson Rank	Overall Index Score	Influence Score
1	Adam Levine	Proactiv	Health&Beauty	63	9	123.83	2.41
2	Jennifer Lopez	Children’sMiracle Hospital	Charity	7	1	138.44	2.39
3	Henry Winkler	One Reverse Mortgage	Financial	26	3	129.60	2.36
4	Alyssa Milano	UNICEF	Charity	79	11	121.80	2.32
5	George Foreman	InventHelp	Consumer Services	58	8	124.25	2.31
6	Joan Lunden	A Place for Mom	Senior Care	110	13	116.81	2.31
7	Alex Trebek	Colonial Penn	Insurance	19	2	130.95	2.30
8	Cindy Crawford	Meaningful Beauty	Health&Beauty	32	4	128.41	2.30
9	Jack Hanna	Cosequin	Supplements	141	16	113.66	2.30
10	Florence Henderson	Medical Guardian	Senior Care	49	7	124.85	2.29
11	William Shatner	Priceline	Travel	38	5	126.64	2.28
12	Valerie Bertinelli	Meaningful Beauty	Health&Beauty	89	12	120.04	2.26
13	Marie Osmond	Nutrisystem	Diet	68	10	122.84	2.24
14	Cal Ripken Jr.	New Day USA	Financial	211	20	107.66	2.23
15	Julianne Hough	Proactiv	Health&Beauty	287	23	102.46	2.19
16	Dan Marino	Nutrisystem	Diet	179	18	110.24	2.17
17	Edie Falco	ASPCA	Charity	360	25	98.86	2.17
18	Sharon Osbourne	Atkins	Diet	46	6	125.27	2.15
19	Alan Thicke	Optima Tax	Financial	148	17	113.08	2.15
20	William Devane	Rosland Capital	Financial	258	22	104.74	2.13
21	Chuck Woolery	Willow Curves	Pain Relief	224	21	106.88	2.11
22	Brett Favre	Copperfit	Pain Relief	202	19	108.19	2.09
23	Montel Williams	Money Mutual	Financial	133	15	114.34	2.06
24	Larry Kind	Omega XL	Supplements	112	14	116.55	2.05
25	Joey Fatone	Bosley	Health&Beauty	332	24	99.88	2.04
26	Fred Thompson	American Advisors Group	Financial	363	26	98.72	1.91

Hunington Sachs is vice president of Business and Legal Affairs at InterMedia Entertainment (IME), the celebrity acquisition and intellectual property development arm of the InterMedia Group of Companies, headed by president and CEO Robert Yallen. IME Publishes the DR Star Index and provides custom research for advertisers pursuing a celebrity strategy for their marketing efforts. Contact Robert Yallen and Hunington Sachs at (818) 995-1455 or via email at [email protected] and [email protected].