October 17, 2012 4:05 pm
Once a endorsement darling on Madison Avenue, Mr. Armstrong has seen his appeal in the eyes of marketers begin to wane as the scandal intensified, according to consumer research. Consumers trust in Mr. Armstrong and his worthiness to be a pitchman has fallen significantly, according to Davie-Brown Entertainment, an Omnicom Group Inc. OMC -1.86% unit that tracks celebrities’ appeal using online consumer polls.
The research firm said that in June 2008, Mr. Armstrong was ranked as the 60th most effective product spokesperson, on par with folks such as swimmer Michael Phelps and actor Brad Pitt. As of September, Mr. Armstrong ranked 1,410th, putting him alongside rapper Nicky Minaj and actor Jeff Goldblum.
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