*New analysis by the NPD Group suggests that Rihanna is the most marketable celebrity in the world, whose endorsement deals are more lucrative for brands than those of stars like Beyoncé, Usher, or Jennifer Lopez.
The report 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.”
“[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.”
Zack told Forbes that “the company analyzed its database of 92,000 self-reported consumer surveys to track correlations between fandom and brand preferences.” For example, the team discovered 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.
Additionally, Beyoncé fans prefer Sony handsets and Rihanna fans favor T-Mobile, but both equally appreciate Virgin Mobile, Gucci, Guess and the now-defunct Juicy Couture, Zack added.
Even though Beyonce scored over 30 points lower than RiRi, we doubt she’s worried about losing her crown, as she made twice as much money as Rihanna in 2015, and has a higher net worth too. 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.
A list of celebrities who made NPD Group’s top 10 list has been provided below.
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
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