3 Reasons CEOs in Ads Make More Sales

Should CEOs be in television ads? A new study says yes, according to Forbes. Ace Metrix released its study on [...]

March 15 2012 by ChiefExecutive.net


Should CEOs be in television ads? A new study says yes, according to Forbes. Ace Metrix released its study on the success of CEO appearances in advertisements. The late Dave Thomas was a staple in Wendy’s fast food commercials. Papa John’s CEO John Schnatter makes many cameos as well.  Sam Adams CEO Jim Koch’s appearances in television ads translates to a 25-point lead over the next best beer advertisements.

Now there’s data to prove it: ads with CEOs outperformed ads without CEOs across all metrics.

CEO appearances translated to a higher score on the following metrics:

  1. Desire – the amount that a viewer wants a product
  2. Relevance – how much a viewer relates to the message
  3. Information – the feeling that the viewer learned something

It’s important to note, however, that most of the brands that use CEOs in their ads are from the restaurant industry.  That doesn’t mean that other CEOs can’t utilize this strategy, however. Forbes notes that companies should make sure to keep these issues in mind: not all CEO ads work, a genuine CEO is critical to an effective CEO ad, commitment is key, know the CEO, and test the ads as well as the message.

Read: Should CEOs Be In TV Ads?