What's Happening?
Denzel Washington has been identified as the most popular celebrity in America, achieving a net favorability rating of +55 among U.S. adults, according to a Morning Consult survey conducted from September 17 to 22, 2026. The survey, which included 6,283
adults, also ranked Samuel L. Jackson (+51), Adam Sandler (+50), Tom Hanks (+49), and Dwayne Johnson (+47) among the top five. Adam Sandler also holds the most valuable celebrity endorsement, with a net purchase lift of +32, indicating that 42% of adults would be more likely to use a brand he endorsed. The survey highlighted that traditional celebrities, particularly actors, athletes, and musicians with long-standing careers, continue to outrank influencers in terms of favorability, with the first creator, Sean Evans, appearing at 47th place.
Why It's Important?
This survey provides crucial insights into the landscape of celebrity and influencer marketing in the U.S. The high favorability and endorsement value of established celebrities like Denzel Washington and Adam Sandler underscore their continued power in influencing consumer behavior and brand perception. This is particularly significant for businesses and marketers who rely on celebrity endorsements to build brand awareness and drive sales. The data suggests that while influencers are gaining traction, the broad appeal and trust associated with mainstream celebrities remain a dominant force. Understanding these dynamics helps companies make informed decisions about their marketing investments, ensuring they align with public sentiment and maximize their return on investment. The findings also highlight generational differences, with Gen Z showing higher favorability towards certain younger celebrities and influencers.
What's Next?
The findings from this Morning Consult survey will likely inform future strategies for celebrity and influencer marketing campaigns across various industries. Brands may continue to prioritize partnerships with highly favored traditional celebrities for broad appeal, while also strategically engaging with popular influencers to target specific demographics, particularly Gen Z. The ongoing evolution of AI influencers, despite current lower enthusiasm, suggests a future area for monitoring. Marketers will need to continuously analyze these trends to adapt their approaches, balancing the proven impact of established stars with the growing, albeit more niche, influence of digital creators. The report's detailed breakdown by generation and gender will be invaluable for tailoring campaigns to specific audience segments.
Beyond the Headlines
Beyond immediate marketing implications, the survey's results reflect broader cultural values and trust dynamics within American society. The enduring popularity of figures like Denzel Washington and Tom Hanks speaks to a public preference for authenticity, longevity, and perceived integrity in public figures. The contrast between the high favorability of traditional celebrities and the more modest ratings of influencers suggests a difference in how the public perceives and trusts these two types of public figures. This could be attributed to the curated nature of influencer content versus the more established public personas of celebrities. The data also touches upon the skepticism consumers hold regarding paid endorsements, even as they are influenced by them, highlighting a complex relationship between celebrity, trust, and consumer behavior.
