More Buzz for X Factor's Cheryl Cole

With Cheryl Cole back in her judging seat for the start of the seventh X-Factor series last Saturday, new celebrity and brand (Cebra) research from Millward Brown highlights the power that Cheryl’s celebrity brings to the show. According to the research Cheryl Cole has one of the highest scores for celebrity buzz (a measure of how much celebrities are talked about). She is also one of the top five celebrities with marketability in this ranking of celebrity power.

The research study, which interviews 2000 consumers about 100 celebrities and 100 brands, is used by marketers to identify celebrity and brand partnerships with the greatest marketplace potential.

“Cole has a mix of exciting, endearing and engaging traits which is a great fit for the X-Factor brand,” says Rob Valsler, senior researcher in Millward Brown’s UK Media Practice. “It wouldn’t surprise me if Cole was responsible for the record viewing figures the show had for the first showing of its new series last week. Celebrity pulling power can be a huge factor in show success.”

Cheryl Cole has the highest Buzz score of all of the celebrities covered by the Cebra study (76 percent positive) and is seen as very Playful, Sympathetic and Outgoing but least Reserved and Firm.

The rivalry between Cheryl with her co-host Danni Minogue seems to go deeper than their choice of dress. The research highlights that while Danni is also a good fit for the X-Factor brand she has a lower celebrity buzz score and less celebrity marketability. Like Cheryl she is seen as Outgoing, but less Sympathetic and Laid Back than Cheryl. “Danni’s lower buzz rating could be the result of the show being off-air and her keeping under-the-radar during her pregnancy,” added Valsler.


Millward Brown’s Cebra (celebrity + brand) research goes beyond existing ratings of how well a celebrity is known by consumers (Familiarity) to include measures of Affinity (how well they are liked), Marketability and Entertainment (how much they are talked about online and offline). The FAME ratings produce an overall Cebra score that relates to the celebrity’s attractiveness to marketers. Combined with additional analysis of brand and celebrity personality, marketers can identify brand and celebrity partnerships with the greatest marketplace potential.

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