"Ford’s return to profitability has relied upon the message of reliability combined with an American-made product. Kris Allen’s “hometown boy” genuine character fit with the automaker’s objectives and goals. By using Allen’s popularity the resurgent Ford can bolster its comparative advantage against its competitors.

Allen’s top two-box appeal of 73% is far above his category average and greater than Ford’s appeal of 45%. Ford also has a higher than category average score in both Trustworthy and Down to Earth. Kris Allen also scores a higher than category average in those identical attributes. Kris Allen’s appearance in Ford commercials is a move to reflect some of that hometown charm on to the automaker, and the matching attributes marks a good fit between brand and endorser."

Link shows the article and graphs--Kris is doing very well compared to the average TV personality.

http://blog.epollresearch.com/tag/kris-allen/

• RE: Kris Allen -- research shows his appeal & his impact on the Ford brand,zazzy, 06:56 PM, 03-12-10

In the market research game, a "top two box" of 73% is very high.

An ordinary research study will have a 5 tiered scale--like this one for researching a new product concept or actual trial--how likely are you to buy:

--definitely
--probably
--might or might not
--probably will not
--definitely will not

The "top two box" would be the "definitely" and "probably" scores combined.

73% is very impressive. WTG, Kris!