April 10, 2013 12:00 ET

Pepsi/Beyonce and Chanel/Brad Pitt Battle for Most Celebrity Spokesperson Chatter: NetBase Evaluates Endorsement Buzz Winners

MOUNTAIN VIEW, CA--(Marketwired - Apr 10, 2013) - NetBase, the Social Intelligence Company, today announced the release of the latest Brand Passion Index (BPI), this month analyzing the seven celebrity spokespeople representing six consumer brands. Powered by the Insight Composer, the Index surfaced the behaviors, emotions and opinions from social media about the following commercial endorsements: Jessica Simpson for Weight Watchers, Jennifer Hudson for Weight Watchers, Beyoncé for Pepsi, Brad Pitt for Chanel No. 5, Ashton Kutcher for Nikon, William Shatner for Priceline, and Jennifer Aniston for Smartwater.

The BPI analyzing advertisements and their celebrity spokespeople found that consumers continued to ridicule the awkward monologue in Brad Pitt's debut ad for Chanel No. 5, and buzzed about Beyoncé's vivacious Pepsi ad from the Oscars. Online consumers chatted most about Beyoncé, generating 47 percent of the overall conversation about the seven spokespeople, and also had the highest Passion Intensity score (76) and a mid-range Net Sentiment score (29). Conversations about the performer's endorsement of Pepsi (70 percent positive) revealed that online consumers not only love the pairing of Pepsi and Beyoncé, but also the commercials and print ads.

Brad Pitt and Chanel were the next most buzzed about pair with 28 percent of the total spokesperson conversation, but also had the second lowest Net Sentiment score (-7) and a Passion Intensity of 44. Social media users ranted about his monologue-style commercial and how uncomfortable it made them feel. As for most disliked endorsement, Jennifer Hudson for Weight Watchers took the cake. Despite making up only 5 percent of the overall conversations, Hudson had the lowest Net Sentiment score (-12) as well as the lowest Passion Intensity score (16). Conversations (56 percent negative) revealed that online consumers feel inundated by Weight Watchers commercials featuring Hudson, and have grown tired of her endorsements.

Unlike her former husband, Jennifer Aniston generated the most social consumer love (83 percent positive) with the highest Net Sentiment score (65) and a Passion Intensity of 46. Verbatim surfaced about Aniston, as it related to Smartwater, revealed that online consumers appreciated the refreshing and funny tone in Aniston's commercials.

Read what consumers are saying about Beyoncé and Pepsi:

Pepsi commercials now with Beyonce might be my favorite commercials. #Yess #goddess

Pepsi will taste better now that Beyonce is on the can.

Loving @Beyonce's new Pepsi ad! Very pop adorbs!

Read what consumers are saying about Jennifer Aniston and Smartwater:

Again, Jennifer Aniston shows great sense of humor with another SmartWater commercial.

Great new ad by @smartwater with Jennifer Aniston: "Even more refreshing than the truth"

I've had it on repeat for 3 days. I love when Jennifer Aniston pokes fun at herself. Check out her hilarious new video for Smartwater.

Read what consumers are saying about Jennifer Hudson and Weight Watchers:

Dear Weight Watchers, PLEASE get a new spokesperson. I'm tired of hearing AND seeing Jennifer Hudson singing.

Omg, I'm tired of seeing Jennifer Hudson Weight Watchers commercials. I think it's very clear you lost weight.

#Honestly, I am SOOOO tired of Jennifer Hudson && these damn Weight Watchers commercials.! (-.-).

Read what consumers are saying about Brad Pitt and Chanel No. 5:

Brad Pitt's Chanel commercial is so stupid.

Brad Pitt's Chanel commercial gets worse with each viewing.

Brad Pitt's Chanel commercial is ridiculous. That's all I'm going to say about it although I could go on and on.

Each month, the Brand Passion Index (BPI) analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog. Register for our next Demo Day about the best flower delivery brands for Mother's Day here.

About NetBase
NetBase, delivers the social intelligence that global brands and agencies use to monitor, understand, and engage with customers in real time. Using a high-precision natural language processing (NLP) engine our platform processes billions of social media posts to extract structured insights delivered via customizable dashboards. Our solutions enable marketing, public relations, market research, customer service, sales, and product innovation leaders to craft winning strategies faster. Clients include Coca-Cola, Kraft, HP, ESPN, GfK and J. D. Power & Associates. NetBase powers the weekly Sentiment Tracker in the Wall Street Journal and our solutions are sold globally by SAP AG. For more information, visit, @NetBase, on Facebook page, LinkedIn, or YouTube.

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