The Greenlight Ad Guage showed that since the Advertising Standards Authority guidelines were relaxed to allow celebrities to appear in ads during a programme they are featured in, the number of such ads increased.
Cheryl Cole's L'oreal commercial and Dannii Minogue's Marks and Spencer advertisement were among the increased number.
41 per cent of ads during the final of the X Factor also used licensed music, an increase of five per cent since 2009. Only two per cent of the advertisements used brand jingles, down 82 per cent year-on-year.
A 30-second ad broadcast during the X Factor final would cost a company £250,000 and reached 19.4 million viewers on the Sunday night.
Other celeb endorsements besides Cheryl and Dannii included Nintendo's ad featuring X Factor stars of the past, including JLS, Alexandra Burke, Olly Murs and even Jedward. Brand ambassador, Helen Mirren, also starred.
The M&S ad with Dannii Minogue also stars Twiggy, VV Brown, Peter Kay and Jamie Redknapp. Desperate Housewives actress, Marcia Cross, was promoting potatoes…
Chanel revived its No. 5 Jean-Pierre Jeunet ad with Audrey Tautou and noodle Travis Davenport. and finally, Waitrose continues its campaign with Heston Blumenthal and Delia Smith.