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.”
Cision is a leading global media intelligence company, serving the complete workflow of today s communications, social media and content marketing professionals. Offering the industry s most comprehensive PR and social software, rich analytics and a Global Insights team, Cision enables clients to improve their marketing and strengthen data-driven decision making. Cision also represents the Gorkana Group, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision has over 100,000 customers worldwide and maintains offices in Canada, U.K., France, Germany, Portugal, Sweden, Finland and China. For more information, visit www.cision.com or follow @Cision on Twitter.