Ba-da-da-da-daah, I'm Loving Me

Justin Timberlake is apparently having second thoughts about having sold his soul to McDonalds:

I regret the MCDonald's deal.

Not so much that he's sent the cash back - presumably, as much as it pains him to roll about in McDonalds' cash, rubbing it on his groin, he feels the need to keep the money. You see, he saved McDonalds single handed:

Just like the MCDonald's deal, whose market share went up 25 per cent when I walked into those offices and changed their image... when I did the Grammys, the viewing figures went up by 25 per cent."

He's still banging on about the Grammys, is he? We wonder if Timberlake even believes this stuff.

Let's examine this claim again: Timberlake was on the Grammys in 2007 while he wasn't on the 2006 programme. And more people did tune in for 2007 than the year before. However, the rise in the audience between the two years was three million, to 20 million - which is actually a smidge over 17 per cent up. So, not quite a 25% rise - and, of course, the 2006 show had been up against ratings juggernaut American Idol. The 17% rise was mainly due to not being head-to-head with Cowell, not the presence of Timberlake.

It's true that the I'm Lovin' It campaign coincided with a turnaround at McDonalds - however, Wendys, Jack In The Box and other US burger chains also experienced a rise in sales at the tail-end of 2003 which sector analysts put down to a cyclical return to the burger, rather than Justin Timberlake [source: Commercial Exploitation]; the turnaround in the burger chain's fortunes was also helped by millions of dollars of tie-ins and promotions unconnected with Mr. Timberlake. There was a fairly huge sales bounce but McDonalds themselves didn't really seem to think it was Justin's doing:

In addition to making note of geographic highlights, McDonald's also attributed its improved February sales picture to the performance of its "Plan to Win" program, which emphasizes better-tasting food, improved service and an enhanced menu. In the last year, the company also has introduced products to appeal to women and the health-conscious.

Justin's tinny jingle was window-dressing; it wasn't the sizzle.