For brands, the value of celebrity appeal lies in the fans, not the stars. In advance of this Sunday’s People’s Choice Awards, new insights from GfK MRI and E-Poll show which brands have the strongest alignment with fans of high-profile nominees across TV, movie, and music categories.

Earlier this year, the two firms announced MRI/E-Score Celebrity Fusion, which combines MRI’s gold-standard insights about US consumers with E-Poll’s unmatched data on awareness and likeability of over 4,000 celebrities.

Click here for more information on the MRI/E-Poll analysis

Looking at the intersections between perfume brands and female TV nominees, MRI and E-Poll found a strong alignment between Victoria’s Secret and Camila Mendes; her female fans were twice as likely (Index of 198) to say that they used the perfume brand in the past 6 months. The analysis also showed that female fans of Ellen Pompeo have a strong connection to Eternity perfume.

Fans of TV star Freddie Highmore are 59% more likely than average consumers to have eaten Herr’s potato chips in the past 6 months, according to MRI and E-Poll. The data also show that Utz scored well with those who like Justin Chambers. 

Three of the five male movie actor nominees have strong associations with beer brands – Chadwick Boseman with Bud Light Lime (Index of 151), Chris Pratt with Redd’s Apple Ale (148), and Nick Robinson with Coors (147).

In music, the analysis revealed alignment between Shawn Mendes and Mist Twst, with the singer’s fans being 80% more likely to say they drink the beverage than average consumers. MRI and E-Poll also cite a connection between Drake and Mountain Dew Baja Blast; the rapper’s fans are 71% more likely to be consumers of this soda brand.

Looking at country music and insurance, MRI and E-Poll identified connections between AARP and two best-selling singers – Keith Urban and Carrie Underwood. Those who say they like Urban are 36% more likely to say they buy insurance from AARP, while Underwood’s fans are 19% more likely.

The People’s Choice Awards will air Sunday, November 11th, at 9PM on E!

MRI is the leading producer of advanced audience data in the US market.  Its Survey of the American Consumer® is used in the majority of media and marketing plans, covering consumption of over 6,500 products and services in nearly 600 categories. MRI also brings ad targets to life through psychographics and insights on attitudes, leisure activities, and media behaviors.

E-Poll has set the standard in measuring the marketability of celebrities, brands, and entertainment programs. Its innovative E-Score® suite of research products includes critical awareness, appeal and attribute measures for over 10,000 celebrities.