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Davie Brown Index correctly predicts American Idol winner

CELEBRITY INDEX OR CRYSTAL BALL?

Kris Allen

May 21, 2009

Last week, in anticipation of the American Idol finals, Davie Brown ran Kris Allen and Adam Lambert through its Davie Brown Index (DBI), an independent index that uses consumer surveys to quantify the endorsement power of more than 2,200 celebrities.

Major brands use the DBI to help them quantify a celeb’s ability to influence consumer behavior.

Interestingly, Allen scored higher in a key attribute: Appeal (i.e., likability). In fact, according to the DBI data, Allen rated a full six points higher than Lambert (77 to 71), the Idol runner-up.

Allen also outscored Lambert in trust, another major attribute that brands look at closely when identifying possible celebrity endorsers.

"We had a strong feeling that consumers would vote for the finalist who they liked and trusted," said Jeff Chown, president of Davie Brown Talent, which created the DBI. "Since we had the data to quantify just how much consumers liked and trusted Kris and Adam, it was a safe pick that Kris would win."

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Copyright © 2009 Davie Brown Entertainment

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