With Emmy nominations out Thursday morning, Los Angeles has been inundated with “For Your Consideration” ads — billboards, newspaper and radio spots — making the case that one show or another deserves an Emmy nod.

But, really, how much do the Emmys matter? And whom do they matter to?

Not that many people, says Jeetendr Sehdev, marketing professor at USC and a celebrity branding expert. “Less than one in 10 people in America say that they will be more influenced to watch a TV show if it’s won an Emmy award,” he says.

And if the awards have lost their power to move audiences, are industry experts still paying attention to who takes home the prize?

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