Through the years, we've seen how celebrities are hired as product endorsers and how that adds to the success of their showbizcareer. In fact, some popular starstoday—like Marian Rivera, Dingdong Dantes, Isabel Oli, Ryan Agoncillo, andCarmina Villarroel—were first seen in TV commercials before joining the industry.
With all the advertisements we see on television, radio,newspapers, and even billboards, consumers wonder,"How much do these celebrities earn from endorsements?"
In the October 2008 issue of YES! magazine, executives from theadvertising industry were interviewed to describe how they choose a certain celebrity, and to explain why consumers oftentimes believein the statements of these stars in their commercials.
YES! came up with its list of top 20 local celebrities who arealways in demand, being effective product endorsers.
"The list you seehere is our own," clarifies YES! Editor-in-Chief Jo-Ann Maglipon. "Our list is not writ in stone—this is,after all, a topic wrapped in some pretty serious secrecy—but it is one westand by. With good reason: ours is anindependent list using multiple sources, pursued fairly, and computed withdisinterest."
Now, based on the estimated total income for 2008, we giveyou five popular names who made it to this year's "2008 YES! Listof the Top 20 Endorsers."
Sharon Cuneta. There's no doubt that Megastar Sharon Cuneta will be included in thislist. When PEP had its own list last year, she landed on the third spot.
Third Domingo, creative director of Jimenez Basic Advertising, tells YES!, "Sharon definitely is very effective. Do you know why? Because I think she really uses the product that she endorses. I think you can feel it, e. That's the best endorser, if he or shereally uses the product the he or she endorses."
Aga Muhlach. Thismulti-awarded actor has been the main endorser of the number-one fastfood chain in the country, Jollibee, for almost two decades.
In an essay written by Prof. Rolando Tolentino, "Si Aga Muhlach at ang Wholesome na Pakete," he explained why Aga attractsadvertisers:
"[Aga is] the gentleman who keeps mumwhen it comes to controversies; the boy next door that a girl would like tobring home for dinner; the nice type who is well-scrubbed, sensitive, proper,almost shy. These qualities are exactlywhat advertisers are on the lookout for, particularly if their brand projects a‘nice' image."
Kris Aquino. She has been dubbed as the queen of product endorsements for having 21 brands attached to her name. In fact, she landed on the No. 1 spot of PEP's Top CelebrityEndorsers of 2007.
Why do advertisers love her?
"Naniniwala talaga ang mga tao sa kanya," says director Domingo. "Talagang 'pag nagsalita na siya,pinapakinggan. 'Tsaka she herself isalready news material. 'Pag nakita siyasa TV, usually pinapanood na siya kaagad."
Piolo Pascual. His "I love you, Piolo" ad with Sprite became so popular thateven up to now, whenever ladies see him in person, they still scream that line.
Cris San Gabriel, casting director for Adformatix MarketingCommunications attributes Piolo's successful product endorsement not only tohis good looks but also to his charisma and sincerity.
San Gabriels adds, "The guy is a wonderful person. Mabait 'yong tao, totoong tao. When you look at a person, kailangan, whenyou look into his eyes, nando'n 'yong sincerity."
Marian Rivera. Commercial modeling is not a new thing for the Dyesebel actresssince this is the bridge that connected her into showbiz.
Advertisers like Marian as an endorser because of her "masa"appeal. San Gabriel explains,"The effectivity of a celebrity endorser should be based on the impact in thesales of the product they endorse."
Aside from her "masa" image, Marian also thinks that herviewers trust her as an endorser. In aninterview with PEP, the young actress said, "Siguro masaya doon sa mganagtitiwala sa akin sa mga commercials. Kasi dumadami talaga ang [endorsement ko]. 'Tapos ang nakakatuwa, lahat ng ine-endorso kong product, lahatsila nagre-renew ng contract—ang PLDT, ang Sunsilk..."
These are just five of the celebrities who are included inthe first half of "2008 YES! List of the Top 20 Endorsers."And the details that we give here are just a tasty spoonful.
Who else made it? How did YES! rank them? Grab a copy of theOctober 2008 issue, with Dawn Zulueta on the main cover, in magazine stands and bookstores.