We’re excited to share our latest FREE quarterly report through the following link: E-Score Celebrity Report. Explore the top celebrity trends of 2025 and what’s still to come.
The topics covered in this report highlight how E-Score Celebrity helps guide strategic decisions on talent, endorsements, and key industry shifts, including:
- Celebrities Consumers Love to Hate
- The Podcasters Reshaping News and Culture
- Trendspotting Emerging Talent
- Trust/Influence & Taking Sides: Stars Who Get It Right
- Oral Care with Humor & Innovation: Philips Sonicare x Kate McKinnon
E-Score Celebrity has been tracking celebrities, athletes, and newsmakers for over 20 years with over 13,500 currently in our database. Here are a few brief highlights from the report:
Celebrities Consumers Love to Hate
E-Score Celebrity enables brands to evaluate celebrity partnerships by analyzing both positive and negative consumer reactions. Our Net Favorability Score (NFS) measures the extremes of appeal with a score near zero indicating high polarization.
Our report highlights a few celebrities, one being Paris Hilton who is balancing a highly engaged following with mixed public perception. Her shift from socialite to business mogul, along with her digital-savvy presence, has kept her relevant among younger and diverse audiences.
- Despite her polarizing nature, brands like PacSun, Absolut Vodka, and Roblox have successfully tapped into her engaged niche audiences.
The Podcasters Reshaping News and Culture
Podcasting is reshaping media, with voices like Joe Rogan, Alex Cooper, and Theo Von engaging younger audiences through unfiltered conversations, while thought leaders like Lex Fridman offer in-depth analysis. This shift had a significant impact on the 2024 election, and brands are also increasingly turning to these platforms to connect with niche audiences.
Using E-Score Celebrity data, we created the Podcaster Impact Index to identify top voices driving engagement. The index combines metrics like awareness, fan passion, endorsement potential, and social media influence. In this example, focusing on the 13-34 demographic.
- Theo Von launched This Past Weekend in 2016, offering a unique blend of comedy and social commentary that resonates with audiences seeking authentic perspectives.
- His growing popularity has attracted high-profile guests, including politicians like Donald Trump and celebrities like Timothée Chalamet, aiming to engage his audience.
Trendspotting Emerging Talent
Many brands are looking to spot emerging talent before they break out as early partnerships with rising stars can be cost-effective and lead to long-term success.
Using E-Score Celebrity data, we’ve identified up-and-coming celebrities who, despite lower recognition, outperform the average celebrity in key areas like Social Media Engagement, Appeal, Influence, and Authenticity—offering brands a chance to stay ahead.
- After her breakout performance at the 2024 Paris Olympics, rugby star Ilona Maher secured partnerships with brands like Secret Deodorant and Paula’s Choice. She also scored in entertainment, finishing as the runner-up on Dancing with the Stars.
Download the full FREE E-Score Celebrity Report to get more details on these and many other important trends for 2025.
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E-Score: The only affordable, comprehensive, time tested dynamic research database of celebrities, brands, characters, and TV programs available in the marketplace.
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What’s Ahead: In our upcoming newsletter, we’re diving into which tech brands and platforms consumers trust the most, from Meta to TikTok. Plus, discover the podcast personalities and platforms that are building real credibility. Don’t miss these key insights to boost your brand’s trust factor!
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Our E-Score Platform gives you Trends, Endorsement & Fan Scores, Social Media Buzz, NPS and much more based on the product or products. When E-Score products are paired, advertisers, brands and the creative community own a powerful interface allowing them fine-tune their content and campaigns.
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