Taylor Swift wins 'Most Marketable' in new study, followed by Justin Timberlake

Taylor Swift's Best Kept Secrets

Taylor Swift has been singled out in a new study on live music partnerships as the most marketable musician among young Americans. According to London-based sports and media research outfit Repucom, millennials (and younger) like and trust the "Blank Space" singer more than any other artist out there, making her especially attractive to brands and marketers.

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Taylor Swift through the years
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Taylor Swift wins 'Most Marketable' in new study, followed by Justin Timberlake
Taylor Swift (Photo by Frank Mullen/WireImage)
LAS VEGAS - MAY 23: Country singer Taylor Swift arrives at the 41st Annual Academy Of Country Music Awards held at the MGM Grand Garden Arena on May 23, 2006 in Las Vegas, Nevada. (Photo by Michael Buckner/Getty Images)
Taylor Swift accepts Breathrough Video of the Year award for 'Tim McGraw' (Photo by Kevin Mazur/WireImage)
LAS VEGAS - MAY 14: Music artist Taylor Swift performs during the Academy of Country Music New Artists' Party for a Cause show at the MGM Grand Conference Center May 14, 2007 in Las Vegas, Nevada. (Photo by Ethan Miller/Getty Images)
NASHVILLE, TN - NOVEMBER 07: (LtoR) Singer/songwriters Taylor Swift, Brad Paisley and Kellie Pickler perform on stage at the 41st Annual CMA Awards at the Sommet Center on November 7, 2007 in Nashville TN. (Photo by Rick Diamond/WireImage)
�2009 RAMEY PHOTO LOS ANGELES, 7/30/09 TAYLOR SWIFT, TAYLOR LAUTNER, EMMA ROBERTS AND HER BOYFRIEND, FILMING VALENTINE'S DAY' IN LA. GV (Photo by Philip Ramey/Corbis via Getty Images)
CHELMSFORD, UNITED KINGDOM - AUGUST 22: Taylor Swift performs on the main stage on day 1 of the V Festival on August 22, 2009 at Hylands Park in Chelmsford, England. (Photo by Samir Hussein/Getty Images)
LAS VEGAS, NV - APRIL 03: Singer\songwriter Taylor Swift arrives at the 46th Annual Academy Of Country Music Awards RAM Red Carpet held at the MGM Grand Garden Arena on April 3, 2011 in Las Vegas, Nevada. (Photo by Christopher Polk/ACMA2011/Getty Images for ACM)
FRANKFURT AM MAIN, GERMANY - NOVEMBER 11: Taylor Swift performs onstage during the MTV EMA's 2012 at Festhalle Frankfurt on November 11, 2012 in Frankfurt am Main, Germany. (Photo by Andreas Rentz/Getty Images for MTV)
LOS ANGELES, CA - FEBRUARY 10: Taylor Swift attends The 55th Annual GRAMMY Awards - press room held at Staples Center on February 10, 2013 in Los Angeles, California. (Photo by Michael Tran/FilmMagic)
NASHVILLE, TN - OCTOBER 12: Singer Taylor Swift officially opens the Taylor Swift Education Center at the Country Music Hall of Fame and Museum on October 12, 2013 in Nashville, Tennessee. Seven-time GRAMMY winner Swift's $4 million gift to endow the center is the largest individual artist gift in the Hall of Fame's history. (Photo by Royce DeGrie/TAS/Getty Images for TAS)
NEW YORK, NY - APRIL 12: Taylor Swift is seen on April 12, 2014 in New York City. (Photo by David Krieger/Bauer-Griffin/GC Images)
NEW YORK - OCTOBER 28: Taylor Swift performs on the Late Show With David Letterman, October 28, 2014. (Photo by John Paul Filo/CBS via Getty Images)
NEW YORK, NY - DECEMBER 31: Taylor Swift performs onstage during Dick Clark's New Year's Rockin' Eve with Ryan Seacrest 2015 on December 31, 2014 in New York City. (Photo by Mike Coppola/DCNYRE2015/Getty Images for dcp)
LAS VEGAS, NV - MAY 17: Musician Taylor Swift poses in the press room with her eight Billboard Music Awards; Swift won Top Artist, Top Female Artist, Top Billboard 200 Artist, Top Billboard 200 Album for '1989,' Top Hot 100 Artist, Top Digital Songs Artist, Top Streaming Song (Video) for 'Shake It Off,' and Billboard Chart Achievement Award during the 2015 Billboard Music Awards at MGM Grand Garden Arena on May 17, 2015 in Las Vegas, Nevada. (Photo by Jason Merritt/Getty Images)
SHANGHAI, CHINA - NOVEMBER 10: Taylor Swift performs on stage during 'The 1989 World Tour' at the Mercedes-Benz arena on November 10, 2015 in Shanghai, China. PHOTOGRAPH BY Feature China / Barcroft Media UK Office, London. T +44 845 370 2233 W www.barcroftmedia.com USA Office, New York City. T +1 212 796 2458 W www.barcroftusa.com Indian Office, Delhi. T +91 11 4053 2429 W www.barcroftindia.com (Photo credit should read Feature China / Barcroft Media / Barcroft Media via Getty Images)
INGLEWOOD, CALIFORNIA - APRIL 03: Taylor Swift arrives at the iHeartRadio Music Awards on April 3, 2016 in Inglewood, California. (Photo by Steve Granitz/WireImage)
HOUSTON, TX - FEBRUARY 04: Musician Taylor Swift performs onstage during the 2017 DIRECTV NOW Super Saturday Night Concert at Club Nomadic on February 4, 2017 in Houston, Texas. (Photo by Larry Busacca/Getty Images for DIRECTV)
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Repucom scores celebrities on something called the Davie Brown Index, or DBI, which measured consumer views on 8,000 celebrities around the world. Swift, who in recent years has worked with Cover Girl, Sony and Coke, among other brands, got a DBI of 88.5.

Right behind Swift is the only male artist in the top five, Justin Timberlake with a score of 86.4. He is followed by Lady Gaga (85.1), Katy Perry (85.1) and Beyonce (84.6). The rest of the top ten includes Snoop Dogg (82.9), Nick Jonas (82.1), Britney Spears (81.8), Nicki Minaj (81.8) and Bruno Mars (81.6).

Messina Touring Group, Behind Swift's 1989 Tour, Restructures and Promotes From Within After Record Year

Repucom says it polled 3,000 people aged 14-34 in the United States, France, Germany, Japan and United Kingdom. The study also found that globally, pop music remains the most popular genre with 55 percent of those surveyed saying it was their favorite, ahead of rock (49 percent) and hip-hop (33 percent).

The findings also examined the influence of social media in how young people are engaging with music. Repucom's global head of research Mike Wragg explains in the report that "of the top 15 most popular purchases amongst live music fans in the next 12 months, smartphones come out top with over half (54 percent) of all those surveyed saying that this is what they are most interested in."

28 PHOTOS
Justin Timberlake and Jessica Biel together
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Taylor Swift wins 'Most Marketable' in new study, followed by Justin Timberlake
LOS ANGELES, CA - JANUARY 05: Actress Jessica Biel and singer/songwriter Justin Timberlake attend W Magazine's Best Performances Party at Chateau Marmont on January 5, 2017 in Los Angeles, California. (Photo by Joe Scarnici/Getty Images for W Magazine)
LOS ANGELES, CA - JANUARY 05: Singer/songwriter Justin Timberlake and actress Jessica Biel attend W Magazine Celebrates the Best Performances Portfolio and the Golden Globes with Audi and Moet & Chandon at Chateau Marmont on January 5, 2017 in Los Angeles, California. (Photo by Michael Kovac/Getty Images for Moet & Chandon)
LOS ANGELES, CA - JANUARY 03: Justin Timberlake and Jessica Biel dance together at a basketball game between the Memphis Grizzlies and the Los Angeles Lakers at Staples Center on January 3, 2017 in Los Angeles, California. (Photo by Noel Vasquez/Getty Images)
LOS ANGELES, CA - JANUARY 03: Justin Timberlake and Jessica Biel dance together at a basketball game between the Memphis Grizzlies and the Los Angeles Lakers at Staples Center on January 3, 2017 in Los Angeles, California. (Photo by Noel Vasquez/Getty Images)
SANTA MONICA, CA - DECEMBER 11: Actress Jessica Biel and Justin Timberlake arrive at The 22nd Annual Critics' Choice Awards at Barker Hangar on December 11, 2016 in Santa Monica, California. (Photo by Allen Berezovsky/Getty Images for Fashion Media)
SANTA MONICA, CA - DECEMBER 11: Actress Jessica Biel and singer/actor Justin Timberlake arrive at The 22nd Annual Critics' Choice Awards at Barker Hangar on December 11, 2016 in Santa Monica, California. (Photo by Axelle/Bauer-Griffin/FilmMagic)
NEW ORLEANS, LA - OCTOBER 15: (L-R) Justin Timberlake and Jessica Biel attend 'The Book of Love' premiere during the 2016 New Orleans Film Festival at Entergy Giant Screen Theater on October 15, 2016 in New Orleans, Louisiana. (Photo by Erika Goldring/WireImage)
NEW ORLEANS, LA - OCTOBER 15: (L-R) Dean Devlin, Justin Timberlake, Jessica Biel, Bill Purple and Michelle Purple attend 'The Book of Love' premiere during the 2016 New Orleans Film Festival at Entergy Giant Screen Theater on October 15, 2016 in New Orleans, Louisiana. (Photo by Erika Goldring/WireImage)
NEW YORK, NY - APRIL 14: Justin Timberlake and Jessica Biel attend the 2016 Tribeca Film Festival after party for 'The Devil And The Deep Blue Sea' sponsored by Sauza 901 at 1OAK on April 14, 2016 in New York City. (Photo by Ilya S. Savenok/Getty Images for 2016 Tribeca Film Festival)
NEW YORK, NY - APRIL 14: (L-R) Maisie Williams, Jessica Biel and Justin Timberlake speak onstage during 'The Devil And The Deep Blue Sea' Premiere during 2016 Tribeca Film Festival at BMCC John Zuccotti Theater on April 14, 2016 in New York City. (Photo by Rob Kim/Getty Images for Tribeca Film Festival)
Jessica Biel and Justin Timberlake arrive to the Vanity Fair Party following the 88th Academy Awards at The Wallis Annenberg Center for the Performing Arts in Beverly Hills Sunday evening, February 28, 2016. (Photo by Axel Koester/Corbis via Getty Images)
BEVERLY HILLS, CA - FEBRUARY 28: Recording artist Justin Timberlake and actress Jessica Biel arrive at the 2016 Vanity Fair Oscar Party Hosted By Graydon Carter at Wallis Annenberg Center for the Performing Arts on February 28, 2016 in Beverly Hills, California. (Photo by Axelle/Bauer-Griffin/FilmMagic)
BEVERLY HILLS, CA - FEBRUARY 28: (EXCLUSIVE ACCESS, SPECIAL RATES APPLY) John Legend, Chrissy Teigen, Justin Timberlake and Jessica Biel attend the 2016 Vanity Fair Oscar Party Hosted By Graydon Carter at the Wallis Annenberg Center for the Performing Arts on February 28, 2016 in Beverly Hills, California. (Photo by Kevin Mazur/VF16/WireImage)
LOS ANGELES, CA - DECEMBER 16: Jessica Biel and Justin Timberlake introduce the film MERU at a screening and reception at RED Studios on December 16, 2015 in Los Angeles, California. (Photo by Todd Williamson/Getty Images for Music Box Films)
NEW YORK - OCTOBER 22: Justin Timberlake and Jessica Biel attend Fashion Group International's 2015 Night of Stars: The Revolutionaries at Cipriani Wall Street on October 22, 2015 in New York City. PHOTOGRAPH BY Photo Image Press / Barcroft Media UK Office, London. T +44 845 370 2233 W www.barcroftmedia.com USA Office, New York City. T +1 212 796 2458 W www.barcroftusa.com Indian Office, Delhi. T +91 11 4053 2429 W www.barcroftindia.com (Photo credit should read Photo Image Press / Barcroft Med / Barcroft Media via Getty Images)
BEVERLY HILLS, CA - OCTOBER 23: Justin Timberlake and Jessica Biel attend the 2015 GLSEN Respect Awards at the Beverly Wilshire Four Seasons Hotel on October 23, 2015 in Beverly Hills, California. (Photo by Jason LaVeris/FilmMagic)
BEVERLY HILLS, CA - OCTOBER 23: Honorees Justin Timberlake (L) and Jessica Biel accept the Inspiration Award onstage during the 2015 GLSEN Respect Awards at the Beverly Wilshire Four Seasons Hotel on October 23, 2015 in Beverly Hills, California. (Photo by Jonathan Leibson/Getty Images for GLSEN)
LAS VEGAS, NV - SEPTEMBER 18: Singer/actor Justin Timberlake (L) and his wife, actress Jessica Biel, arrive at the world premiere of Twentieth Century Fox and New Regency's film 'Runner Runner' at Planet Hollywood Resort & Casino on September 18, 2013 in Las Vegas, Nevada. (Photo by David Becker/Getty Images)
Thank you EVERYONE for the Bday wishes! This year, I'm getting the GREATEST GIFT EVER. CAN'T WAIT. #BoyOrGirl #YouNeverKnow #WeDontEvenKnow #WeAreTakingBets
NEW YORK, NY - SEPTEMBER 09: Justin Timberlake and Jessica Biel watch the men's singles final match between Novak Djokovic of Serbia and Rafael Nadal of Spain on Day Fifteen of the 2013 US Open at the USTA Billie Jean King National Tennis Center on September 9, 2013 in the Flushing neighborhood of the Queens borough of New York City. (Photo by Clive Brunskill/Getty Images)
Justin Timberlake (C) and his wife Jessica Biel (R) watch Novak Djokovic of Serbia play Rafael Nadal of Spain during their 2013 US Open men's singles final match at the USTA Billie Jean King National Tennis Center September 9, 2013 in New York. AFP PHOTO/Stan HONDA (Photo credit should read STAN HONDA/AFP/Getty Images)
Justin Timberlake and Jessica Biel attend the Time 100 Gala celebrating the Time 100 issue of the Most Influential People In The World at Jazz at Lincoln Center on April 23, 2013 in New York. AFP PHOTO / TIMOTHY A.CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
NEW YORK, NY - APRIL 23: Justin Timberlake and Jessica Biel attend the 2013 Time 100 Gala at Frederick P. Rose Hall, Jazz at Lincoln Center on April 23, 2013 in New York City. (Photo by Jamie McCarthy/Getty Images)
LOS ANGELES, CA - FEBRUARY 10: Singers Adele, Justin Timberlake and Actress Jessica Biel onstage during the 55th Annual GRAMMY Awards at STAPLES Center on February 10, 2013 in Los Angeles, California. (Photo by Christopher Polk/Getty Images for NARAS)
NEW YORK, NY - DECEMBER 05: Justin Timberlake and Jessica Biel attend the Film District and Chrysler with The Cinema Society premiere of 'Playing For Keeps' after party at Dream Downtown on December 5, 2012 in New York City. (Photo by Andrew H. Walker/Getty Images)
LOS ANGELES, CA - MAY 12: Justin Timberlake smiles as Jessica Biel gives him a kiss coutside as the Los Angeles Lakers take on the Denver Nuggets in Game Seven of the Western Conference Quarterfinals in the 2012 NBA Playoffs on May 12, 2012 at Staples Center in Los Angeles, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Harry How/Getty Images)
LOS ANGELES, CA - APRIL 21: Justin Timberlake (R) and Jessica Biel (L) kiss at the Los Angeles Lakers vs Utah Jazz game at Staples Center on April 21, 2009 in Los Angeles, California. (Photo by Noel Vasquez/Getty Images)
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He adds, "This shows us the continued appetite among those under 34 year olds to renew and upgrade their smartphones -- and that also means the technology they are using and apps they are and will be engaging with. Stars like Taylor Swift and Katy Perry have just under 300 million followers across their Twitter and Facebook profiles combined and offer a glimpse into just how important being able to understand that engagement is."

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