The Talent Corp 2025 Australian Talent Index’s ‘Top Talent Report’ reveals which TV and radio personalities are best suited to endorse retail brands across retailers, supermarkets, consumer goods and delivery.

The report showcases the latest findings of the Australian Talent Index, a “first-of-its-kind” comprehensive talent measurement system that gauges consumers’ awareness, attitudes, and sentiments towards a range of Australian talent, including celebrities, broadcasters, comedians, sports stars, and chefs.

This year, a nationally representative sample of more than 4000 Australians were surveyed by Lewers Research, rating more than 500 personalities, and providing comments on how they felt about each one across several measures.

The Australian Talent Index is calculated by subtracting the proportion of people who disliked a personality from those who liked or loved them, giving each a score ranging from -100 (universally disliked) through to +100 (universally liked).

For retail brands, celebrity chefs were among the most popular choices, with Curtis Stone, Karen Martini and Darren Robertson topping lists for supermarkets, consumer goods and delivery brands respectively. Other chefs including MasterChef alumni Julie Goodwin, Justine Schofield, Khanh Ong and Hayden Quinn, MasterChef co-hosts Jean-Christophe Novelli and Po Ling Yeow, My Kitchen Rules co-hosts Manu Feildel and Colin Fassnidge and chef Matt Moran were also in the top 20.

For retailer brands, Smooth FM 95.3 breakfast radio host Bogart Tonelli was the top choice.

“The Talent Index was created to meet the industry’s need for robust, data-driven metrics that measure a personality’s appeal, that goes far beyond social media likes and engagement,” says Talent Corp Managing Director Mark Noakes.

“Our 2025 Talent Index confirms that audiences respond strongly to personalities who combine authenticity with reach.

“We also looked at a range of industry categories, including Australian retail brands, to delve more deeply into those TV and radio personalities that resonate positively with consumers and were the best fit for brands in this category.

“Celebrity endorsements from brands are big business and for marketers. The Index is more than a popularity ranking; it’s a data-driven tool that highlights which personalities can deliver tangible engagement and with the broadest possible audience in a demographic that you won’t be able to find in ChatGPT or Google’s Gemini.”

Top talent