Gauging the Marketability of the Stars of 'Dancing with the Stars'

03.18.2014

â€‹The 12 stars for Season 18 of "Dancing with the Stars" have made their debuts, and after Monday's first episode, fans are choosing teams. But one of the most interesting results in the ad world isn't who takes home the trophy or who gets voted off first, but who leaves the show in a better personal branding position than they started. Adweek analyzes the marketing possibility of the 12 stars and new host.

First, co-host Brooke Burke was replaced this season with sports anchor Erin Andrews, who also segued into the role from her own "Dancing with the Stars" participation. Though Andrews has made a name for herself with male-skewed networks and endorsements like Reebok and TruBiotics, the hosting gig should make her more visible to the female broadcast demographic.

Like Andrews, new dancer Drew Carey is familiar to TV audiences through his sitcom and "Price is Right" hosting, but his weight loss is what could give him opportunities with endorsement deals moving forward. "Full Houses's" Candace Cameron Bure, like "Wonder Years'" Danica McKellar, was known as a child star on TV in the '80s-'90s, but is looking to reinvent her image with a series of books on motherhood and family. McKellar has also become an author with educational math books aimed at teen learners. Her focus on education could make her perfect for intellectual brands, or even networks with a new "Cosmos"-like spin. "The Real Housewives of Atlanta's" NeNe Leakes has already made her move from reality TV to acting, but could expand her existing marketing partnerships after this show shows her charisma and straightforward personality.

The youngest competitor this time around, 17-year-old Cody Simpson already has a successful pop singing career and endorsement lineup, but the show could make waves for him, possibly expanding his young Twitter fanbase into broader network followers. Boy bander James Maslow will take advantage of the network appearances, after his band's show ended, to gain fans for his Nickelodeon-based band Big Time Rush as well as possible future singing/acting opportunities.

A few weeks ago, Olympians Meryl Davis and Charlie White couldn't have been more in the limelight. They not only won Gold in Sochi, but NBC played up these two ice dancers in every chance at Olympics branding over the past few months. Their stint on ABC will keep up their visibility and name recognition, though, until the next Olympics comes around and they get their next Gold. Another athlete, Paralympian Amy Purdy, has already attracted sponsors because of her inspiring story and positive attitude, and hopefully her "Dancing" appearance will expand those endorsement opportunities. Swimmer Diana Nyad, at the age of 64, became the first person to swim alone from Cuba to the Florida Keys last year. She may be hoping to gain further speaking opportunities out of the show. The last athlete of the bunch is Sean Avery, a former hockey player-turned-model who nurtured a "bad boy" reputation. As the first hockey player on "Dancing with the Stars," he may have a chance to turn this into athletic endorsements, but the rest of the Olympian-filled field might outshine him this year.

And lastly, actor Billy Dee Williams has already made his branding quite clear, dancing a "Star Wars"-themed dance on Monday's episode. Between his rumored appearance on the upcoming "Star Wars" movies and his appearances on the show, he could pull a Mario Lopez and revitalize his career after "Dancing" ends.

Check out a highlight reel of the rest of the dances from Monday below: