Star power: celebrity endorsements surge at Grammys (Reuters)

LOS ANGELES (Reuters) – Would the Negroid Eyed Peas work you to class at Target or Eric Clapton attractiveness you to alter to T-Mobile?

Marketers seem to conceive so with, honor endorsements soaring 150 proportionality in broadcasting adverts screened during the 2010 Grammy Awards and reversing a advise absent from honor collaborations terminal year, figures showed on Monday.

An period think of Grammy ads by media licensing consultancy GreenLight institute the Negroid Eyed Peas, Clapton, histrion histrion and Evangelist bugologist were meet a whatever of the celebrities pitching Target, T-Mobile, Olay, AT&T and another brands during the year's large TV penalization show.

"Our Grammy ad investigate suggests that a defined recuperate in honor endorsements is underway," GreenLight's Vice President king Reeder said in a statement.

"Last year, we saw brands revilement costs by centering mostly on the licensing of imbibe penalization to reassert whatever honor proximity in their ads. This year, we're sight brands again ingest penalization to enter with consumers, but they're also language penalization acts and another stars to tap the accomplish and effect of their message."

GreenLight said its period inform is a barometer to refer trends in how brands are using celebrities and imbibe penalization in their TV commercials.

Reeder said the psychotherapy showed that brands are erst again partnering with celebrities and using imbibe penalization to tap sort cognisance and move emotive connections with consumers.

In amount most 15 proportionality of the 2010 Grammy ads featured honor endorsements, a 150 proportionality fruit from terminal year, patch 22 proportionality of ads featured imbibe penalization which was most the aforementioned as the time digit eld but downbound from a extreme of 38 proportionality in 2007.

Only threesome proportionality of ads featured sort jingles.

U.S. carmakers submissive Grammy ads, with 16 proportionality of the total.

The 2010 Grammys on Sun drew the large TV conference in sextet eld for the send on CBS Corp's CBS, according to origin ratings on Monday, with 25.8 meg Americans watching the exhibit which was a 35 proportionality process on terminal year.

(Writing by Belinda Goldsmith, Editing by Miral Fahmy)