Lara Bingle and Ben Cousins are a match made in heaven and Stephanie Rice and Tiger Woods are dream dates according to similarities in personality, as revealed in Millward Brown’s first ever Australian Cebra (celebrity-brand) study.
While Cebra’s matchmaking had Lara and Ben topping the poll with the most potential as a couple, Sophie Monk ranked a close second as a potential match for Cousins.
And should Stephanie not be so interested in Tiger Woods, the Cebra study rated Tom Williams and Daniel MacPherson as perfect Valentines date alternatives.
When it comes to celebrity couples, Cebra’s list of the most powerful celebrities shows the men frequently punch above their weight. Keith Urban came in at number 27 while his wife Nicole Kidman ranked as the third most powerful celebrity. Brian McFadden also fell behind with fiancée Delta Goodrem ranking 54 places ahead of the Irish pop star.
The most aligned celebrity couple on the list was Bec and Lleyton Hewitt who came in at 63rd and 64th respectively, demonstrating they rely heavily on each other to stay in the celebrity spotlight.
The Cebra ranking of the Top 10 Celebrities in Australia is:
1. Hugh Jackman
2. Kylie Minogue
3. Nicole Kidman
4. Jennifer Hawkins
5. Glenn McGrath
6. Hamish Blake and Andy Lee (as a duo)
7. Rebecca Gibney
8. Olivia Newton John
9. Pat Rafter
10. Guy Sebastian.
Millward Brown’s Cebra (celebrity + brand) research goes beyond existing ratings of how well a celebrity or brand is known by consumers (familiarity) to include measures of affinity (how well they are liked), marketability and media attention (how much they are talked about online and offline).
The study involved a survey of 2000 Australians with participants providing their views on 100 of Australia’s top celebrities from film, television, music, radio and sport. The results are impressive, showcasing the top positive and negative role models, as well as top sportsmen and overall ranking.
Cebra’s matchmaking potential is designed to help Australian brands identify celebrities with the best fit as potential brand ambassadors.
About Millward Brown
Millward Brown is one of the world's leading research agencies and is expert in effective advertising, marketing communications, media and brand equity research. Through the use of an integrated suite of validated research solutions — both qualitative and quantitative — Millward Brown helps clients build strong brands and services. Millward Brown has more than 78 offices in 51 countries. Additional practices include Millward Brown's Global Media Practice (media effectiveness unit), the Neuroscience Practice (using neuroscience to enhance traditional research techniques), Millward Brown Optimor (focused on helping clients maximise the returns on their brand and marketing investments) and Dynamic Logic (the world leader in digital marketing effectiveness). Millward Brown is part of Kantar, WPP's insight division.