Tool measures celeb popularity

BEIJING — China’s celebrity focus is very much on local stars, Hong Kong warblers, Taiwanese thesps and Korean multihyphenates, but Justin Bieber, Avril Lavigne, Michael Jackson, Lady Gaga and Adele were all growing in popularity in China in May, according to new technology.

Despite the dominance of local Asian talent, there is a growing curiosity about overseas celebs and gauging this interest can help Hollywood companies trying to break into the Chinese market. With this in mind, Larry Namer’s Metan Development Group has unveiled a proprietary ranking system for Western celebrities in China, the Metan Meter.

The Metan Meter analyzes China’s top social and digital networks and applies a scoring system based on its own statistical formula and weighted measurement techniques to determine relative popularity.

“We first started Metan Meter as a guideline for our weekly entertainment news show ‘Hello! Hollywood’ but quickly discovered the relevance and value of our data and analyses, as China expenditures in the media and entertainment spheres continue to rise in importance,” said Namer, who moves between Beijing and L.A.

Companies in China seeking to make a film or show that incorporates Western celebrities can benefit from the Metan Meter in making their casting decisions, while global brands can consult the Metan Meter when making decisions on celebrity endorsement choices for their advertising campaigns, he said.

In addition to Bieber, Lavigne, Jackson, Lady Gaga and Adele, Taylor Swift, Emma Watson, Eminem, Rihanna and Britney Spears all made the cut in May. Results will be published monthly.

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