DALLAS, May 15 /PRNewswire/ -- When it comes to celebrities, consumers
love Tom Hanks, Will Smith, and ... Mario?
According to the Davie Brown Celebrity Index (or DBI), the video game
character -- best known for his red cap, white gloves, blue overalls, and
handlebar mustache -- scores higher in terms of appeal than popular
celebrities like Matt Damon, Ashley Judd, Michael Jordan, and Robert Redford.
The DBI (http://www.dbireport.com), an independent index that uses
consumer surveys to score more than 1600 celebrities across eight attributes,
is used by brands to evaluate potential product spokespeople.
Recently, the DBI added to its database a dozen video game characters,
including Mario, Pac-Man, Lara Croft, Donkey Kong, Sonic the Hedgehog, and
In terms of awareness, Pac-Man is the best-known video game character,
recognized by 94 percent of U.S. consumers, more than celebrity heavyweights
such as Ben Affleck, Dolly Parton, and Jamie Foxx.
"Mario's appeal is not unlike the appeal of Tom Hanks or Will Smith," said
Bill Glenn, vice president of insights and analytics for Davie Brown
Entertainment, a marketing firm that created the DBI. "He's a charming,
good-natured guy. And, like Hanks, he's been with us for 25 years, so he's
familiar to us. For celebrity endorsers, these are critical factors in
driving consumer preference."
Mario ranks close behind Pac-Man in awareness, recognized by 93 percent of
U.S. consumers, according to the DBI. Among the characters tested by the DBI,
Pac-Man also posted the second-highest score in "appeal." Ryu Hayabusa, from
the action-adventure game "Ninja Gaiden," ranked third in "appeal" among the
Chris Anderson | Davie Brown Entertainment
SOURCE Davie Brown Entertainment