I think you're both overstating/overestimating the name value of both Frost and Merchant; they're both "well known" but not "household names"/someone everybody knows. For context, Simon Cowell is a household name.
As CK suggests they're both "sidekicks". I can't think of a film Frost had been in that wasn't a Simon Pegg deal. Merchant could get some name value next month as he appears in Logan but I doubt that translates to "I have to see the film by the guy who played a bit part in the last Wolverine film".
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