New Report Reveals The Most Marketable Celebrity In The World – & It’s Not A Kardashian!

16
Jan

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When it comes to marketability, don’t expect a surgically altered rear end to make you a viable candidate to advertisers.

In fact, besides having some quantifiable talent – you will also need to have the “it” factor.

And according to a new market research report, those qualities were found in one pop diva – and it wasn’t a Kardashian or Beyonce…

The NPD Group (a market research company) suggests that Rihanna is the most marketable celebrity in the world!

Their report claims that RiRi’s endorsement deals were more lucrative for brands than those of stars like Beyoncé, Usher, or Jennifer Lopez.

The company 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.”

NPD Group vice president Barbara Zack elaborates:

“[Chief marketing officers and chief financial officers] have long asked for better data to help inform their expensive sponsorship decisions. 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.”

Zack told Forbes that “the company analyzed its database of 92,000 self-reported consumer surveys to track correlations between fandom and brand preferences.”

The company’s research found that Rihanna would be the ideal Jeep spokeswoman because her fans say they have a strong preference for that particular vehicle. Meanwhile, Beyoncé’s fans show a strong preference for Porsche.

So it’s safe to say Rihanna’s fans are more likely to buy a Jeep – than Beyonce’s fans who – probably won’t be spending that type of money for a Porsche?

Interestingly enough, while Beyonce scored over 30 points lower than RiRi, she made twice as much money as Rihanna in 2015, and has a higher net worth.

Beyoncé earned $54.5 million last year compared to Rihanna’s $26 million. Forbes estimated that Mrs. Carter has a net worth of $250 million. She and her husband Jay Z made a combined $110.5 million in 2015 alone.

Clearly, Beyonce is doing well enough to be unbothered by this news. (side eye)

On that note, here’s the rundown of the celebrities who made NPD Group’s top 10 “marketable” list:
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

Stay Tuned.