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Pop star Kylie Minogue and X-Factor judge Cheryl Cole are the most powerful celebrities in the UK, according to new research. The news follows the revelation that Cole, who recently separated from footballer husband Ashley, topped the chart on online celebrity searches.

Kylie and Cheryl were identified by a new research tool that goes beyond existing ratings of how well a celebrity is known by consumers (familiarity) to include measures on how well they are liked (affinity) and how much they are talked about, both offline and online (buzz).

The FAB rating is then combined with an analysis of brand and celebrity personality to identify the brand and celebrity partnerships with the greatest market potential.

Mark Husak, head of Millward Brown's UK media practice, said: 'Choosing which celebrity to work with is a tricky business for brands. And since millions of pounds are often invested in the association, getting it right is as critical for brands as it is for celebrities.'

The most powerful celebrities, as viewed by UK adults aged between 18 and 65, are:

Kylie Minogue

Cheryl Cole

David Beckham

Ant & Dec

Joanna Lumley

Terry Wogan

Jamie Oliver

George Clooney

Sean Connery

Helen Mirren

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