How popular is a motorcycle racer in Spain? And how much does personality and racking up wins count when it comes to selling products?Last year, Personality Media, a marketing consultancy agency, who indicates to advertising companies which celebrity personality, in this case motorcycle racers has more clout over consumers.
Last season Dani Pedrosa outscored everyone else, but this year the always fickle public has decided that Moto2 rider Marc Marquez is better giving him high scores in most of the categories, as more and more people are recognizing his name and face.
Only Pedrosa, Jorge Lorenzo and Valentino Rossi beat him in the recognition category as Pedrosa and Lorenzo are known by 88% of the public while Rossi is at 87% (in the past he’s done a couple of commercials in Spain for Nutella) and Marquez is now at 63%, jumping a big 20% over the year.
Acccording to Personality Media, Marquez elicits more consumer confidence scoring a 7.
3 out of 10 compared to Pedrosa’s 6.
3, while Rossi is still popular enough to beat all the Spanish riders in the two of the fourteen categories studied and Jorge Lorenzo continues not to be very ’simpàtico’ to the Spanish public.
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