Report: Charlie Sheen Has Become Palatable for Advertisers Again — but Now the Actor’s Image May Pose a Different Problem

Jul 19, 2012  •  Post A Comment

Actor Charlie Sheen appears to be “safe” for advertisers again, with a new study citing improving feelings toward the sometimes erratic actor, reports Advertising Age. But now the actor’s image faces a new problem: He may be too tame to remain an effective marketing device.

The study, from market research firm Vision Critical, found that 79% of people watching a DirecTV ad featuring Sheen were "amused" by him, while 31% said they experienced some "annoyed" reactions, the story notes. Negative reactions were especially low among viewers younger than 65.

"Viewers’ emotional reactions show that Charlie Sheen is still entertaining, and surprisingly low risk. Both the DirecTV and Fiat ads featuring Sheen play off his recent notoriety," said Jeff Vidler, senior VP-media research, Vision Critical.

But Vidler notes that Sheen’s new FX sitcom, “Anger Management,” may be eroding Sheen’s edgy image. Said Vidler: “Early reviews of his new show have found it ‘safe’ and ‘conventional,’ so it remains to be seen how long his notoriety can be leveraged for entertainment value."

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