The second GreenLight Ad Gauge of The X Factor finals looked at the use of celebrity endorsements and licensed music and compared results to previous years and identifying trends in how brands are using celebrity talent and entertainment content in advertising campaigns.

The report showed that 2011 has been a bumper year for music with 53% of adverts featuring licensed music, up 12% from last year. Only 36% of adverts included celebrity endorsements, an increase of 7%, perhaps suggesting that ...