Because Bill Gates Said So

A new Adweek Media/Harris Poll that surveyed 2,186 adults says that 37%, almost 2 in 5 adult respondents, find U.S. business leaders to be most persuasive when they endorse an ad. On the other hand, 39% found that endorsements by former politicians were the least persuasive.

Bill Gates for Coca-Cola

Respondents may inherently perceive business leaders as successful, thus making them persuasive endorsers and probably one of the reasons that someone, like Bill Gates would star in a Coca-Cola television ad. Deemed as smart and successful, it is easy to understand why a business leader would be a strong endorser. According to Table 1, the persuasiveness of business leaders seems to increase most strongly over time. There is a clear and strong increase over time, probably denoting a shift in older and more experienced consumers who have the ability to identify a credible endorser. By the age of 55, 46 percent believe business leaders to be most persuasive.

It also seems as though there is a decrease in the persuasiveness of former political figures over time. The first age range might be highest because young adults may be first becoming aware of political figures and political life once reaching voting age. Younger individuals may perceive the political world in a more idealistic way and may trust political figures more than an older individual. Among the oldest age range, 55 and older, only a small 8 percent believe former politicians to be the most persuasive.

These shifts in the figures are so significant because the affected target audience for the business and political endorsers seem to change with age. According to Table 1, athletes and television/movie stars, however, which combined constitute up to about fifty percent of most persuasive forces, do not seem to change over time. This may very well suggest that celebrity endorsements, either the athletes or television and film stars, are not solely targeting a young audience and have an enduring power to persuade regardless of the person's age.