A review of the advertising around last weekend's final of The X Factor by Greenlight has highlighted the rise of music and celebrity endorsements in ads this year.
The report analyses the use of celebrity endorsements and licensed music in X Factor adverts in 2011, comparing to previous years and identifying trends in how brands are using celebrity talent and entertainment content in ad campaigns.
The Greenlight Ad Gauge found that 36 per cent of adverts featured celebrity endorsements, up seven per cent from last year; and 53 per cent of ads featured licensed music, up 12 per cent from last year.
Overall, 64 per cent of ads featured celebrity endorsement or licensed music, up 12 per cent from last year's X Factor final weekend.
Brands including GoCompare, Dior, Nikon, Nintendo and Morrisons partnered with IP, celebrities or in the case of M&S, the X Factor contestants themselves.
In addition, the report also found that the 60-second advert has become a much more prominent feature this year.
"The X Factor is the ideal advertising trend indicator in what is the retail industry's busiest commercial period," said Andrew Hall, business development manager at Greenlight. "What the Greenlight Ad Gauge reveals is that more brands are recognising the power of the longer, more elaborate 60-second advert to engage with audiences in their own slice of Saturday night entertainment."
An average 60-second ad during The X Factor finale weekend was the most expensive available on UK TV, with slots going for a reported £8,000 a second.