Kris, John Lloyd top TV celebrity endorsers

by Maria Aleta Nieva Nishimori,

Posted at Oct 12 2011 02:49 PM | Updated as of Oct 13 2011 12:15 AM

Kris, John Lloyd top TV celebrity endorsers 1
Kris Aquino, John Lloyd Cruz top Nielsen's list of popular celebrtiy endorsers from January to June 2011

MANILA, Philippines - Two Kapamilya stars topped the list of celebrities endorsing various products on television.

Based on data from Nielsen, Kapamilya stars Kris Aquino and John Lloyd Cruz are the first and second most popular celebrity endorsers from January to June 2011.

"Maybe because we're star struck naman ever since. Historically, behavior na natin yan ever since," said Eric Barrera, Nielsen Media Director for Client Service, in  a press briefing Wednesday.

According to Nielsen, Aquino leads the list with the number of endorsed brands at 10, followed by Cruz with 8.

The number 3 spot is shared by five celebrities, each promoting 7 brands. They are celebrity couple Carmina Villaruel and Zoren Legaspi, Ryan Agoncillo, Sarah Geronimo and Vic Sotto.

Four celebrities with 6 endorsed products each share the fourth spot, namely Anne Curtis, Marie Lozano, Michael V, and Sharon Cuneta.

Two other Kapamilya stars--Judy Ann Santos and Kim Chiu--share the fifth spot with 5 endorsed products each.

Six other celebrities tied for 6th place with 4 brands each, namely Derek Ramsey, Dingdong Dantes, KC Concepcion, Kim Atienza, Manny Pacquiao and Marian Rivera.

Barrera said that 11 out of 29 product categories have celebrity endorsers.

"The categories that are very popular in terms of celebrity endorsers, number 1 is personal care. The number of celebrities in that category is 56. There are 56 stars," Barrera said.

This is followed next by food with 39 celebrity endorsers, beverages (33), pharmaceuticals (15), home care  and hotels/restaurants and telecom with 10 celebrity endorsers, liquor (9), banking and finance ( 5), automotive (2), and government (1).

"There are so many of them endorsing categories," added Barrera. "They are not necessarily showbiz people. These are known celebrities in their own right," he said.