Politicians Deemed Worst Endorsers
Published on November 5, 2009
Almost two in five U.S. adults (37%) find business leaders to be the most persuasive when they endorse a product in an advertisement. About the same proportion (39%) say they find former political figures to be the least persuasive when they endorse a product in an advertisement.
Those are some of the findings of a new Adweek Media/Harris Poll . Other findings follow:
Most Persuasive
One in five Americans (21%) say they find athletes to be the most persuasive product spokespeople:
Key findings:
- Some 18% of US adults say television or movie stars are most persuasive, and 14% say singers or musicians.
- Only 10% say former political figures are most persuasive.
- Almost half (46%) of those 55 or older say business leaders are the most persuasive compared with only 28% of those 18-34 years old.
- Almost one quarter (23%) of people between the ages of 18 and 34 say television or movie stars are the most persuasive, but only 15% of people 55+ say the same.
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