Belfast Telegraph

Liam Neeson the top seller when it comes to endorsing products on US telly

By Lesley Houston

Northern Ireland's own Liam Neeson is the most bankable celebrity on American TV commercials, according to a new study.

The Ballymena actor emerged as the most effective endorser in commercial-heavy US television in the first study of its kind by TV rankings firm Nielsen.

The Schindler's List Oscar nominee came out as the top TV salesman after Nielsen deemed his "particular set of skills" - a famous line he uses to threatens his daughter's captor with in the original Taken - as the most influential on consumers.

The market research company assessed the effectiveness of celebrities' appearances in TV commercials during the first three months of the year.

They were then ranked with a calculation that takes into account likeability, public awareness, influence and other factors.

Nielsen's study found that Neeson, who starred in a spot for Supercell Games, a Finnish mobile game development company, was the most likeable actor to pitch a product, favoured by 78% of Americans who were aware of him.

Fellow Irishman Pierce Brosnan, who came second, starred in a commercial for car maker Kia, putting him just ahead of US Oscar-winner Matthew McConaughey.

Advertising publication Adweek's Jesse Oxfeld said Neeson appeared trustworthy.

"Some of the highest-ranking people are people like Liam Neeson and Jeff Bridges - men of a certain age - and I think part of what you're seeing there is gravitas and some trustworthiness, but I also think it reflects the fact baby boomers are the biggest consumer."

Only three women made the top 10 - Jennifer Garner, Natalie Portman and Sofia Vergara.

Belfast Telegraph


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