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RIHANNA’S REIGN: Rihanna is today’s most marketable celebrity, according to data from The NPD Group. The musician and sometimes fashion designer surpassed other celebrities including Angelina Jolie, Tim McGraw and Stephen Curry.
Celebrities have been considered powerful endorsement opportunities for brands and the songstress has worked with various companies including Jeep, Puma and Samsung.
According to the group’s report, “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.”
“[Chief marketing officers and chief financial officers] have long asked for better data to help inform their expensive sponsorship decisions,” said NPD Group vice president Barbara Zack, “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.”