By Barry Janoff
February 9, 2016: Just as she was during her short life and limited time in Hollywood, Marilyn Monroe remains one of the world's best-known stars more than 60 years after her death.
She proved it again during Super Bowl 50, when she appeared in a commercial for Snickers, "Marilyn," as part of the brand's "You're Not You When You're Hungry" campaign.
Of 46 celebrities who appeared in 24 of the 57 ads that ran before and during Super Bowl 50 on CBS, Monroe came out on top, earning an E-Score of 100 and garnering 81% "Awareness," according to research, marketing and consulting firm E-Poll Market Research, Los Angeles.
Monroe's E-Score was ahead of the 99 registered by Liam Neeson (LG Electronics) and the 98 accrued by Christopher Walken (Kia, pictured below), Jeff Goldblum (Apartments.com), Anthony Hopkins (TurboTax.com) and Ryan Reynolds (Hyundai).
In addition, her "Awareness" rating of 81% was tied with Arnold Schwarzenegger (Mobile Strike), but ahead of Steve Harvey (T-Mobile) at 72%. with Steven Tyler (Skittles) and Alec Baldwin (Amazon Echo) tied for fourth with 66% awareness.
Actor Willem Dafoe who appears in the Snickers ad as the hungry version of Marilyn, came in with an E-Score of 94, but only 39% awareness (despite his numerous starring roles).
The Snickers "Marilyn" spot, via lead agency BBDO, NY, also placed a third participant, actor Eugene Levy, at No. 19 with a 92 E-Score.
The Top 20 E-Scores for Super Bowl 50 also included Harvey 97, Schwarzenegger 95, Kevin Hart (Hyundai) 95, George Takei (Taco Bell) 95, Paul Rudd (Bud Light) 95, Helen Mirren (Budweiser) 95, Tyler 94, Seth Rogen (Bud Light) 94, Serena Williams (Mini) 94, Dafoe 94, Dan Marino (Amazon Echo) 93, Harvey Keitel (Mini) 93 and Amy Schumer (Bud Light) 92.
At the opposite end, Butterfinger's "Bolder Than Bold" ad had the two lowest E-Scores for Super Bowl 50: Terrell Owens (38) and Billy Eichner (36).
For Super Bowl 50, the research firm also tracked a third attribute, "Appeal."
Here, Helen Mirren (Budweiser) topped all others here at 77%, followed by Liam Neeson 74%, Anthony Hopkins 73%, Ryan Reynolds 73% and Keegan-Michael Key (SquareSpace) 73%.
Monroe came in at 53%.
According to E-Poll Market Research, during the broadcast, the 46 celebrities featured in national ads was up 64% from the 28 tracked during Super Bowl XLIX 2015 and 26 who appeared in Super Bowl XLVIII commercials in 2014.
Among the 46 celebrities, there were 12 athletes, seven musicians and 27 film and TV actors.
The average E-Score among the 46 personalities tracked by E-Poll Market Research was 50. (See the full chart below.)
Monroe's image was used by Snickers with permission of The Estate of Marilyn Monroe LLC. She died on Aug. 5, 1962, at the age of 36, having appeared in such films as The Seven Year Itch, Bus Stop, Some Like It Hot, Gentlemen Prefer Blondes and The Misfits.
During her lifetime, she also appeared in commercials for such brands as Coca-Cola and Union Oil.
Since her death, her image has been used by, among others, Chanel No. 5, Dior J'Ador Perfume, Citroen and Mercedes-Benz.
Under the auspices of E-Poll Market Research, E-Score has been tracking public opinion on on more than 9,000 celebrities, athletes, politicians and newsmakers for more than 15 years.
According to the company, each E-Score survey is conducted among 1,100 persons with general representation across income, age, education and geographic demographics to represent a cross-section of the U.S. population.
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