The new “Testimonial Tracker” from Marketagent shows which celebrities are particularly well received as testimonials.
–
–
An emotional day for Austrian ski fans: Last weekend Anna Veith announced the end of her career. Not only did she cause a sensation as a skier and is known as an advertising favorite, she is also considered the most popular athlete in Austria, as the new “Testimonial Tracker” by the market and opinion research institute Marketagent shows.
Because whether from the sport, entertainment or music industry, domestic celebrities not only inspire and entertain the Austrians, but also offer great potential as testimonials for companies. The results of the “Testimonial Tracker” now show which prominent personalities from a wide variety of categories are the runners alongside Anna Veith and are extremely popular.
“Personable, ambitious and positive”
“Personable, ambitious and positive, that’s how you know ski star Anna Veith, who has had incredible successes in her career, fought her way back to the top after her serious injury and was crowned athlete of the year several times. All of this made her a favorite for the local population most popular active athlete, “describes market agent managing director Thomas Schwabl.
At the same time, it was known as a testimonial – for example for Rauch or Milka. In the new “Testimonial Tracker”, she prevailed against 26 other active athletes until her retirement and was able to win more than seven out of ten direct duels (71.4 percent).
Trendy testimonials
Anna Veith, who previously dominated the category of active athletes in the “Testimonial Tracker”, will now rank among the ex-athletes – and could represent an exciting competition for Marcel Hirscher. With more than three out of four duels won (77.7 percent), the former ski star is not only the advertising favorite in his category, but also the most successful testimonial overall.
“Brand ambassadors stand for emotions and contribute to the brand in terms of trust, image and awareness. Why well-known athletes work so well for brands is due to the authenticity that top-class sport brings with them: because they are on the football pitch, ski slope etc. the reactions unfiltered. The viewer sees pure emotions – cheers, anger and disappointment, “explains Andreas Heralic, Managing Director of Sports.Selection.
Unlike star models or actors, the consumer perceives the “true face” of the athlete. Heralic: “Athletes are the ideal brand ambassadors, they are popular, successful, credible and well-known – attributes that a successful brand also wants to have. The brand fit is decisive for advertising awareness and impact, among other things.”
Hubby dominate the categories “drama” and “cabaret”
Austrians also chose their favorites in the entertainment industry. Musically, pop rock singer Christina Stürmer has the edge (74.2 percent), but Austropop shouldn’t be missing either. The “I am from Austria” singer Rainhard Fendrich is also one of the most popular celebrities (68.6 percent).
Whether it’s an opera ball, “Dancing Stars” or a song contest, the Austrian population believes that nobody can get close to Mirjam Weichselbraun in the area of moderation. The Tyrolean, who can also be seen in the advertising for “Spar Natur pur”, is thus the advertising favorite among the moderators (70.2 percent).
In contrast, male personalities are at the top in the categories “Acting” and “Cabaret”: Austrians prefer to see no one flickering on the screen than Elyas M’Barek (69.1 percent), closely followed by Arnold Schwarzenegger (67.7 Percent). “The cabaret artists Michael Niavarani (69 percent) and Viktor Gernot (66.9 percent), who seem to convey a lot of sympathy with high entertainment value, also have testimonial potential,” explains Lisa Patek, Marketing Manager of Marketagent. (red)
The most popular testimonials can be found in our “Favorite Advertising 2020” photo gallery.
www.marketagent.com
– .
