Methodology: In a broadly based empiric study we identified specific image attributes of celebrities as key drivers of a positive impact on consumer behavior. The identified key drivers are:

• Appeal
• Trustworthiness
• Opinion Leadership
• Expectations of Success
• Uniqueness
• Positive Differentiation

Weighted by their relevance, these drivers form a variable, which has been termed Image Strength. Besides Image Strength, awareness – i.e. the reach – of a celebrity in a specific target group is a key indicator of his/her potential impact in advertising. The combination of Image Strength and reach sets the empirically determined benchmark for the advertising impact potential of a celebrity - the cpi-Index.

Gathering of Data: The data underlying the cpi-Index is gathered on a regular basis through online surveys – either representative for the entire population of a country or targeted on a specific segment according to our clients’ needs. Our comprehensive database of assessed celebrities allows us to create differentiated benchmarks and evaluate the relative performance of celebrities.

Please find the current Top 10 of the German cpi-Index Ranking here.

Moreover, in order to guarantee that the advertising impact potential is fully exploited and to safeguard the reaching of campaign goals, an adequate fit between celebrity and (intended) brand image is essential. To what extent this fit is given can be tested according to our cpi-Celebrity-Brand-Fit criteria.