InterMedia Adds GfK Data to Celebrity Potential Tool

In the US, InterMedia Entertainment has added data from the GfK MRI Survey of the American Consumer to its IME Star Index MR tool, which evaluates and ranks the 'spokesperson potential' of individual celebrities and the habits of their fans.

The company provides celebrity deal making services to a range of businesses, working with industry agents, managers and studio executives. Its quarterly index was launched two years ago to measure individual celebrities' standing, based on consumer perceptions of them for six marketing attributes: recognition, attractiveness, trust, influence, likeability and relevance.

IME Star Index provides explicit brand positioning and messaging strategies for developing targeted approaches for communicating with and motivating a celebrity's core fan base. By adding associated consumer data from the GfK MRI Survey of the American Consumer, the index now offers two new reporting features: 'Fan View' incorporating demographic and lifestyle preferences of a celebrity's devotees; and 'Brand Alignment' which reveals the specific brand preferences, product usage habits and purchasing tendencies of those core fans.

Intermedia Group CEO Robert Yallen (pictured) comments: 'The index has evolved into an instrument that both advertisers and talent representatives can utilize to consummate the most likely-to-succeed marriages between celebrities and brands. The enhanced methodology will provide agents, managers and advertisers with highly-targeted reporting and analysis informed by the index's own consumer research platform, melded with top industry research sources.'

Web site: www.intermediaentertainment.com .