And The Winner Is…Roberto Cavalli According To Analysis Of Red Carpet Publicity
CHICAGO, IL, March 7, 2006 – Fashion designer Roberto Cavalli benefited greatly by generating the most on-air mentions during the “red carpet” portion of the 78th Annual Academy Awards Show, according to the Bacon’s | multivision annual study of pre-show publicity generated by top fashion and jewelry designers.
During the red-carpet programming, fashion, jewelry and accessory designers hope to generate exposure and interest in their brands as the nominees parade the red carpet, taking interviews with dozens of live television reporters. Bacon’s | multivision monitored more than 30 hours of live red carpet coverage and calculated publicity values and exposure times for the leading designers.
More than 25 different designers received on-air mentions during the various live interviews. Results included:
- Most on-air mentions: Roberto Cavalli with 5 mentions
- Most on-screen time: Versace with 2 minutes and 25 seconds
- Highest publicity value: Roberto Cavalli with $933,011 of air-time value
“Celebrity endorsement is an important component to marketing fashion,” said Brent Bamberger, Vice President for Bacon’s | multivision. “Savvy marketers are seeing the value of focused pre-Oscar publicity to carry that momentum to Monday chatter and a week-long media fashion frenzy. When people talk about the winners and losers after the show, they are more apt to discuss who was wearing what.”
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