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Top 10 Most In-Demand Celebrity Endorsers
Which star reigns in the world of product endorsements? ranks tinseltown's most commercial celebs.
By: Melissa Andrea de Quiros  |   Published on: Jan 26, 2010 - 8:00am

Winning endorser quality: Adding to her already impressive resume, Sarah Geronimo is now becoming one of the more sought-after endorsers of her time. No surprise, since her marketability is currently up as she remains one of the most consistent, talented, and in-demand artists today. But ultimately, it's her down-to-earth and clean image that makes her rise above the rest.

Why advertisers like her: "She is an effective endorser because she is able to sell products by virtue of her testimony. The masses identify with her and thus patronize the same things she does. Sarah is also multi-talented, which allows variety in terms of commercial executions." –Anna Perez of Aspac-Law Advertising

New on her list: Globe Tattoo Youniverse, Unica Hija, Lucky Me Pancit Canton, Sunsilk shampoo, Cebuana Lhuiller, Vaseline Healthy White Lotion, Lady's Choice Mayonnaise, AMA Medical, Nursing, and Computer Schools, Careline, Mr. Clean

Past endorsements: Hapee Toothpaste, HerBench

Winning endorser quality: The "Queen of all Media," Kris Aquino is arguably the favorite among endorsers in the Philippines. In fact, in 2008, she was named top celebrity endorser by YES!, the country's leading entertainment magazine, competing against the likes of Sharon Cuneta, Aga Muhlach, and Robin Padilla.

As one of the most visible stars in tinseltown, Kris's credibility and gift of gab have become the winning endorser qualities that give consumers the confidence to go for her brand of choice. More often than not, getting Kris as endorser is a good deal for advertisers.

Why advertisers like her: "Anak ng dating pangulo 'tapos may gall maging gano'n ka-annoying: that's actually a bit impressive, a feat. May subtle charm din ang irony ng panay niyang pagpapa-self-important sa konteksto ng supposed selflessness ng magulang at utol niya… [Compared to the perceived impenetrable quality of the Aquinos], refreshing naman ang apparent transparency ni Kris dahil non-stop siya sa kanyang pagdaldal 'to speak her mind when she feels like it.'" –Angelo Suarez of Ace Saatchi and Saatchi

New on her list: Maggi Mix, Goldilocks, Kashieca, Eight o' Clock, 555 tuna, Pantene Shampoo, San Miguel Beer, Pampers Diapers, Smart Communications, Gynepro Feminine Wash, San-San Cosmetics, Eurotiles, Philip Stein Watches

Past endorsements: Purefoods Chunkee Corned Beef, Casino Femme Rubbing Alcohol, Heartvit Food Supplement, Oishi Prawn Crackers, Magnolia Chicken, San Miguel Supremo Vinegar, White Cat Detergent

Gallery images by Warren Espejo, photographs by Noel Orsal of

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  • maganda
    hindi cia maalindog,,malibog,makati,maarte,,walang ka wholesome wholesome,,pati fans inaaway,,papansin,,laos,,walang ibubuga pagdating sa acting lalano kila, angel locsin, angelika panganiban, kim chui,bea alonso,anne curtis,
    Jun 25 2011 @ 12:06pm     Reply  
  • lalaine fernandez
    go Sarah G. ..ur d best talagah,,ur my no. 1 idoL..luV yuh...GodbLesS lague.
    Jun 13 2011 @ 08:53pm     Reply  
  • cel
    sarah geronimo is really a top endorser coz a fan like me enjoy buying what she endorse i like her too much
    Jun 12 2011 @ 02:30pm     Reply  
  • silver8888
    Anne Curtis is everywhere. why isnt she on the list?rn
    Apr 25 2011 @ 02:02am     Reply  
  • the-other-lala
    @kristiernrnReally? MR's talent fee is WAAYY more higher than Angel and Sarah. LOLrnrnBaka ma-windang ka pag nalaman mo yung totoong figures
    Jan 03 2011 @ 11:05pm     Reply  
  • the-other-lala
    Gosh! So much hatred for marian from the obnoxious fans of Angel. rnrnThanks Spot!rnrnOh Angel fans tama na ang sour graping LOL
    Jan 03 2011 @ 11:03pm     Reply  
  • anonymous
    where's john lloyd???
    Dec 31 2010 @ 03:57pm     Reply  
  • kristie
    marian rivera talent fee is cheap. that is why she has lots of endorsement dahil mababa lang and talent niya..
    Dec 29 2010 @ 09:53am     Reply  
  • I hate kris!
    Si Kris kc bargain ang endorsement.. Kahit anu tinatanggap wag lang sya mawalan ng endorsement.. Members ng Despidida ni Kris dapat would stop buying products that she endorses..
    May 19 2010 @ 05:21pm     Reply  
  • dondon
    madaming iniendorse si MR pati n rin yung iba yun nga lang walang bagong commercial shoot. like sa sunsilk madami silang endorser nun pero si sarah ang my tv commercial. tanong ko lang si Pacman bakit wala? si juday? jlc?
    May 08 2010 @ 01:27am     Reply  
  • Monrovia
    Ms de Quiros

    I beg to disagree. Credibility is the most important indicator of effectiveness (as an endorser, that is). If beauty is, then we won't have the likes of Aling Dionisia or Pokwang (no offense meant) endorsing products.

    Ms Liedo

    I seriously doubt Marian appeals to all classes. The upper class prefers celebrities/individuals that are articulate and are good speakers (English speakers) which Marian clearly is not. But all is not lost as she appeals mostly to males and the C-D crowd. You know, the people that prefer Jag jeans, natasha, SM condos (as in the OFWs).
    Apr 27 2010 @ 11:22pm     Reply  
  • MP
    Sayang si Marian Rivera no? Maganda sana kaya lang parang hindi marunong mag-English ng tama. Parang hirap siya mag pronounce ng tama (beeyutipul is an example). Saan kaya siya nag-aral? Buti na lang hindi Englisero si Dingdong kaya di niya napapansin. Mahirap ata sa isang endorser na bano mag English kasi ang dapat i-target ng companies ay ang A-B-C crowd na siyang nakaka-afford bumili ng products nila.
    Apr 27 2010 @ 11:11pm     Reply  

    Mar 28 2010 @ 10:09am     Reply  
  • mestiza
    Spot, you forgot to include Phoenix Petroleum, Knorr Real Sarap & Karimadon on your list.

    congrats Marian! nagkalat ang mga billboards mo sa Metro Manila at print ads mo sa mga broadsheets.. SM Residences. San Marino Corned Tuna. San Mig Light. Phoenix Petroleum. Jag Black Jeans. Talk n'Text. Gran Matador Brandy. meron din siya standee for Infinit Strawberry Margarita (ready to drink cocktail).
    Mar 04 2010 @ 01:34pm     Reply  
  • Raymond Sison
    I'm sorry, but the one that tops all of these celebrities is the PACMAN himeself - Manny Pacquiao. His international endorsement along with his local ones far outweigh all the ones mentioned here altogether.
    Feb 14 2010 @ 11:05pm     Reply  
  • jessa
    yehey!...bebe sarah is #2, she truly deserved it. ka papasok lng ng taon di na mabilang yung endorsement...sure more endorsements pa to come..mahaba pa ang taon..god luck and god bless bebe SG.
    Feb 12 2010 @ 10:55pm     Reply  
  • jun
    JAN!!!! IKAW ANG B%&CH!!!!
    Feb 12 2010 @ 09:37pm     Reply  
  • endorsement
    Whre's ANGEL LOCSIN?!!!...Aano b kyo, tma byang countdown nyo...?come on angel locsin is one of the endorsement royalty in philippine showbiz!...
    Feb 12 2010 @ 10:20am     Reply  
  • kikay
    wala c papa piolo? wait lang kayo pag labas ng ads nya for a feminine hygiene wash at sanitary napkin....hmp talbog kayo mga inday!
    Feb 04 2010 @ 03:21pm     Reply  
  • liberated ako!
    si marian palaos na din.. LOL.. onti n lang commercial.. 2 n nga lang yata.. san marino amp
    Feb 02 2010 @ 03:54pm     Reply  
  • haynako!
    guys, i don't think they have any basis.. i think they just made bunot-bunot the names from the pot!
    Jan 31 2010 @ 09:26pm     Reply  
  • juicy
    Your wrong Mr Writer Kris is not NO#1 INDORSER
    are you afraid of Kris
    Jan 31 2010 @ 04:36am     Reply  
  • LLD
    I think someone is missing here. Where is Piolo?
    Jan 28 2010 @ 04:16pm     Reply  
  • jan
    sarah is a second rated B%&ch!
    Jan 27 2010 @ 04:09pm     Reply  
  • chichi
    halos kapmilya ang nasa top ten tapos napili pa sa kapuso artist walang mga bagong labas na commercial....panis mga kapuso...hahaha
    Jan 27 2010 @ 11:11am     Reply  
  • angelsy
    judy ann, piolo and john lloyd are worthy to be on the list
    Jan 27 2010 @ 09:48am     Reply  
  • i love marian rivera
    congrats, for marian rivera! yeh.. top 3!
    Jan 27 2010 @ 06:26am     Reply  
  • McKann Erickson
    Piolo Pascual plus top model and current lover Ton Lao will be great endorsers. This will put DJ Mojo's ad to the back burner.
    Jan 26 2010 @ 11:12pm     Reply  
  • sexy bitch
    Bat wala si john lloyd? not really a fan pero parang ang daming endrosement ni john lloyd ngayon not to be in the top 10
    Jan 26 2010 @ 11:03pm     Reply  
  • modelboy
    hmmm, nasan si pacman? parang sila nga ni kris aquino ang napapanood ko na salitan pag may commercial ang mga palabas ah.
    Jan 26 2010 @ 09:57pm     Reply  
  • dabu
    Nasan si Pacaman tsaka si Willie? Sa tingin ko pang top yung mga mokong na yun.
    Jan 26 2010 @ 07:11pm     Reply  
  • allen
    where's angel? :(
    Jan 26 2010 @ 05:58pm     Reply  
  • kulot
    ganund si angel at least umabot ng 10 yrs. eh si marian 4 to 5 yeras wala na yan hahahahah
    Jan 26 2010 @ 05:23pm     Reply  
  • alindogan
    si marian rivera ay isang maalindog na babae.
    Jan 26 2010 @ 04:36pm     Reply  
  • admaker2010
    re: marian rivera's attractiveness? it starts and ends there. when will she ever stop gyrating to the same old music, or sporting the same old stinky tail, or fighting the same old villains? no one knows. but it's definitely NOT bi-yuuu-tipul,,,,=}
    Jan 26 2010 @ 04:13pm     Reply  
  • Manny Pac
    aku madami din naman kumersyal ah. yong ekstrem ekstrem magik seng.. san migil bear.. yong hid en sholders.. madami din akong indoorsmints maski dito sa ginsan.
    Jan 26 2010 @ 04:13pm     Reply  
  • xianlei28
    napansin ko lang po bakit si marian ang winning quality nya ay ito lang "Winning endorser quality: As scientific studies show, attractiveness is an important indicator of effectiveness." where as sa iba yung personality at pagiging mabait on and off the camera ang traits na nagustuhan sa kanila.... tanong lang po :)
    Jan 26 2010 @ 03:49pm     Reply  
  • Jelz
    Sarah Geronimo must b d No.1...considering she hav a lot of Endorsement n0w...
    Jan 26 2010 @ 03:48pm     Reply  
  • richard gutirrez
    pwedi ba wala kayung karapatan na sabihing laos na c miss angel locsin dahil hindi totoo yan angel is still the most popular and best of all young actresses of the entire philippine showbis industry.
    Jan 26 2010 @ 03:05pm     Reply  
  • marian rivera
    hoy b
    kt nyo hinahanap c angel eh wla namang kwenta un laos na sya noh
    Jan 26 2010 @ 03:02pm     Reply  
  • dingdong dantes
    where's miss angel locsin?
    Jan 26 2010 @ 03:00pm     Reply  
  • vomit
    Ngayon ko lang napansin: nakakatawa yung quotes mula kay Angelo Suarez. Parang seryosong hindi. LOL
    Jan 26 2010 @ 02:26pm     Reply  
  • Choovah
    haha marlene aguilar! and i agree, don't count aling dionisia out.
    Jan 26 2010 @ 01:36pm     Reply  
  • kiti
    were's Piolo, c Marian San Marino na lng ata natira sa mga commercial nya before beautiful......
    Jan 26 2010 @ 12:10pm     Reply  
  • Saatchi and Saatchi
    Where is Aling Dionisia? Don't count her out!

    Upcoming endorser: Marlene Aguilar.
    Jan 26 2010 @ 11:53am     Reply  
  • xyle
    congrats to everyone in the list! yey Kim is in the top 4 :)
    Jan 26 2010 @ 11:34am     Reply  
  • ganund
    wala na c angel moh... talo cya ni marian.. 3 years pa lang c marian s showbiz, c angel ten years n... pbaba na cya...
    Jan 26 2010 @ 11:03am     Reply  
  • gecko
    I know the writer. She works in PR. So I guess the ranking was based on interviews with ad agencies.

    And how is the list unfair if Angel Locsin is not on the list?
    Jan 26 2010 @ 10:34am     Reply  
  • RR
    Where's angel locsin? 2010 ads- folded&hung,head&shoulders,fitreal,mcdonalds,mosbeau,smart,adajar dental clinic,Avon,modess,etc.and she's currently in Thailand for a new commercial shoot.Her asking price is 3.5 million/ads.same with Lea Salonga.She's one of the most expensive star in the Phil.Be fair,!
    Jan 26 2010 @ 10:24am     Reply  
  • River
    What's the basis for the ranking?

    Is it the number of product endorsements? or the bigger the product name is the better? or the BUCKS that the celebrities get? Or the type of endorsement whether trimedia or not?

    Kris has more endorsements but mostly unknown products as compared to Aga's and Sharon's endorsements which are lesser in number but bigger in NAME BRAND and bigger in pay.
    Jan 26 2010 @ 10:11am     Reply  
  • vomit
    I thought you based this on the "new brands they (celebrities) endorsed in 2009"? Hasn't Aga been with Jollibee for, what, more than a decade? Hasn't Gerald been with Smart before last year? Is "new brands they endorsed in 2009" the same as "new commercials" or something? Because it kinda seems different.
    Jan 26 2010 @ 09:39am     Reply  
  • anonymous6020
    Truly, Sarah Geronimo is so blessed. So many endorsements last 2009.
    Jan 26 2010 @ 09:21am     Reply  
  • bing
    where's Piolo?
    Jan 26 2010 @ 08:54am     Reply  
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