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Home , Andy Samberg, Chandra Wilson, Christina Applegate, Debra Messing, Eric McCormack, Eva Longoria

E-Score Celebrity Special Report Data through Second Quarter 2009

Prepared for: E-Score Celebrity Clients

www.epollresearch.com - 877-MY E-POLL Market Research Table of Contents

™ E-Score Celebrity Methodology……………………………………………….….…….3

™ Celebrities with Highest Appeal By Age Group………...……………………………..…4

™ Celebrities with Biggest Gains and Declines in Appeal………………………………….7

™ Celebrity Up & Comers……………………………………………….………………..10

™ Most Appealing Celebrity Spokespersons……………………………………………...13

™ About E-Score Celebrity & E-Poll Market Research ………… ……………………...…18

™ Contact Information………………………………………………………………...….21

2 www.epollresearch.com - 877-MY EPOLL Market Research E-Score Celebrity: Methodology

The E-Score Celebrity database includes more than 4,800 celebrities, athletes, and newsmakers Methodology • E-Poll panel members receive survey invitations via email • Respondents age 13+, total completed surveys per wave = 1,100 • Stratified sample - representative of the general population by age, gender, region • Unique sample, fielded on a weekly basis • Length of survey limited to 25 names • Name only / Image only evaluation of awareness • Six point appeal scale • More than 40 attributes + open ends

Please Note: Throughout this report… • Only celebrities with at least 16% awareness are referenced, except in the case of the “Up and Comers” list which includes celebrities with awareness between 6% and 15%. • Lists include the Top 20 celebrities per category. If there is a tie, there will be more than 20 celebrities • Category averages are comprised of the most recent fielding for any celebrities in a specific category • Includes data fielded in the 2nd quarter 2008 through the 2nd quarter 2009

3 www.epollresearch.com - 877-MY EPOLL Market Research Celebrities with Highest Market Research Appeal By Age Group

4 www.epollresearch.com - 877-MY EPOLL Market Research Celebrities with Highest Appeal By Age Group

Among the three demographics shown below, , , and have high crossover appeal. , , , and Tim Conway are ranked higher in appeal among 25 to 54 years olds than they are among 18 to 49 year olds.

Among respondents 13 to 24 Among respondents 18 to 49 Among respondents 25 to 54 "Like "Like "Like Rank Name Awareness Rank Name Awareness Rank Name Awareness a Lot" a Lot" a Lot" Average for All Celebrities 23% 18% Average for All Celebrities 17% 16% Average for All Celebrities 21% 18% 1 Morgan Freeman 89 54 1 Morgan Freem an 74 57 1 Morgan Freeman 85 55 2 Campbell Brown 17 53 2 Will Smith 88 56 2 Will Smith 92 53 3 Will Smith 94 52 3 Mike Row e 28 53 Appeal 3 89 50 4 Tom Hanks 92 52 4 RachelAppeal McAdams 38 52 4 Mike Rowe 33 49 5 82 47 5 Katt Williams 27 52 5 Katt Williams 20 46 6 Mike Rowe 33 47 6 87 50 6 16 45 7 John Travolta 96 46 7 52 50 7 Anthony Hopkins 76 44 8 93 46 8 83 49 9 Steve Martin 91 45 9 71 49 8 Bill Cosby 89 43 9 Joel McHale 20 43 10 Kris Allen 16 45 10 20 49 11 Sandra Bullock 87 44 10 16 43 11 60 48 12 Michael J. Fox 86 44 11 Adam Sandler 91 42 12 Tim Gunn 17 47 13 Tim Conway 48 43 12 Michael J. Fox 77 41 13 Jeff DunhamAttributes 16 46 14 Danny Gokey 25 43 13 14 85 45 39 41 15 Joel McHale 20 42 15 56 44 14 Jason Taylor 17 41 16 Chandra Wilson 17 42 16 Milla Jovovich 19 44 15 Steve Martin 85 40 17 85 41 17 41 43 16 Reese Witherspoon 84 40 18 Pauley Perrette 22 41 18 26 43 17 Danny Gokey 25 40 19 Jason Taylor 18 41 19 20 43 18 Jim Carrey 93 39 20 90 40 20 Rob Dyrdek 16 43 19 John Travolta 92 39 21 Dwayne Johnson 68 40 20 Sandra Bullock 83 39 22 46 40 21 Tina Fey 66 39 23 24 40 22 Hugh Laurie 61 39 23 Tim Conway 33 39 24 Adam Savage 23 39 25 Pauley Perrette 21 39 26 Bear Grylls 16 39

5 www.epollresearch.com - 877-MY EPOLL Market Research Celebrities with Highest Appeal By Age Group (continued)

Among respondents 13 to 24 Among respondents 18 to 49 Among respondents 25 to 54

Some of the celebrities that appeal strongly to Jenna Fischer, Mariska Hargitay, Adam Campbell Brown, Kris Allen, Clint respondents age 13 to 24, but are not in the Savage, and Bear Grylls only appear on Eastwood, Dwayne Johnson, Paula Deen, top 20 list for 18 to 49 and 25 to 54 years olds the 18 to 49 year olds’ top 20 list. and Rob Thomas are only listed in the top include Rachel McAdams, Seth Rogen, 20 most appealing celebrities among 25 to Steve Carell, Andy Samberg, and Tim Gunn, 54 year olds. to name a few.

Rachel McAdams Seth Rogen Steve Carell Jenna Fischer Mariska Hargitay Campbell Brown Kris Allen Clint Eastwood The Lucky Ones Pineapple Express The Office Law & Order: CNN News Anchor American Idol Gran Torino Special Victims Unit winner

Andy Samberg Tim Gunn Adam Savage Bear Grylls Dwayne Johnson Paula Deen Rob Thomas SNL Comedian Mythbusters Man vs. Wild Paula’s Party Musician

6 www.epollresearch.com - 877-MY EPOLL Market Research Celebrities with Biggest Market Research Gains and Declines in Appeal

7 www.epollresearch.com - 877-MY EPOLL Market Research Celebrities with Biggest Gains in Appeal

Among total respondents 13+ Points 2008 Olympic women’s balance beam gold medalist, Shawn "Like Rank Name Awareness Increased 2008 Johnson, has had the biggest gain in appeal since the second a Lot" to 2009 quarter of 2008. Factors that could have contributed to her rise 1 Shawn Johnson 30% 34% 27 in appeal include being the winner of the eighth season of 2 18 34 18 Dancing With The Stars as well as being awarded the James E. 3 18 31 16 Sullivan Award which is given to the country’s top amateur 4 96 34 15 5 Michelle Obama 73 28 15 athlete. 13 6 Amy Adams 19 29 Johnson had a rise in appeal that is 9 7 16 24 13 8 Tiffany "New York" Pollard 23 18 13 points higher than the next leading 9 57 33 12 celebrity’s increase, giving them both a 10 Nancy O'Dell 16 18 12 “like a lot” score of 34%. 11 16 32 11 12 Sarah Chalke 27 31 11 13 Tina Fey 64 38 10 Jeffrey Dean Morgan is probably best known for 14 65 33 10 his role as Denny Duquette on Grey’s Anatomy, 15 55 30 10 but also played an important role in the 2009 16 John Legend 21 29 10 Watchmen which may have helped 17 16 24 10 18 Robert Patrick 21 15 10 boost his appeal score by 18 points from the 19 Morgan Freem an 85 53 9 second quarter of 2008. 20 Conchata Ferrell 25 31 9 21 18 26 9 Kristin Chenoweth, who won an Emmy for 22 38 23 9 Outstanding Supporting Actress in a Comedy Series 23 Helio Castroneves 16 23 9 for her role in Pushing Daisies in 2008 and 2009, is Ben Roethlisberger 25 22 24 9 third on of celebrities with the largest gains in appeal.

8 www.epollresearch.com - 877-MY EPOLL Market Research Celebrities with Biggest Declines in Appeal

Among total respondents 13+ had a 25 point decrease in appeal Points since the second quarter of 2008 likely the result of "Like Rank Name Awareness Decreased controversy on Jon & Kate Plus 8. Respondents a Lot" 2008 to 2009 describe her as “controlling,” “condescending,” 1 Kate Gosselin 31% 10% -25 and “overbearing” in E-Score Celebrity open ends. 2 Chris Brown 51 8 -21 3 David Archuleta 40 20 -19 4 Brett Favre 51 19 -19 Chris Brown also experienced significant declines 5 David Cook 32 22 -15 in appeal due to his assault of ex-girlfriend Rihanna 6 47 18 -15 and is sometimes described as “immature,” 7 Kat Von D 20 19 -12 “dangerous,” and “abusive.” 8 Steve Carell 64 34 -10 9 19 20 -10 10 58 26 -9 Christian Bale, who dropped 15 points in appeal 11 Rihanna 58 15 -9 since the second quarter of 2008, may have 12 Alex Rodriguez 37 6 -9 experienced this decline due to the alleged assault of 13 Kevin Jonas 26 6 -9 his mother and sister shortly after the release of The 14 Alton Brow n 26 32 -8 Dark Knight. In addition, his rant on the set of 15 40 26 -8 Terminator Salvation which appeared on YouTube 16 33 23 -8 may have contributed to the decline. 17 Carlos Mencia 30 22 -8 18 Jason Castro 22 15 -8 Baseball player, Alex Rodriguez, admitted to using 19 16 14 -8 banned substances in February 2009. The change in 20 Joely Fisher 16 9 -8 some of his open end comments reflect this decline: from “absolutely amazing!!” in 2007 to more recent descriptors “sneaky,” “cheater,” and “dishonest.”

9 www.epollresearch.com - 877-MY EPOLL Market Research Celebrity Up & Comers Market Research

10 www.epollresearch.com - 877-MY EPOLL Market Research Up & Comers – Low Awareness/High Appeal

Among total respondents 13+ Cote de Pablo has low awareness at "Like Rank Name Awareness Profession 14%, but she has a high “like a lot” a Lot" score among those who are aware of 1 Cote de Pablo 14% 49% Actress - NCIS 2 Campbell Brown 13 47 News Anchor - CNN her. Aside from her role in the CBS 3 Duff Goldman 13 44 Host - Ace of Cakes drama NCIS, de Pablo has a growing 4 Simon Pegg 9 43 - musical career. She performed Tom Waits’ 5 Demetri Martin 7 43 Comedian Temptation on the NCIS: The Official TV Soundtrack 6 Kerri Walsh 14 42 Athlete - Volleyball which was released in February 2009. 7 Jenna Fischer 12 42 Actress - The Office 8 Miranda Lambert 12 42 Musician - Country Music 9 Bear Grylls 14 40 TV Host - Man vs. Wild Despite a low awareness score of 13%, CNN news 10 Kirsten Vangsness 11 40 Actress - Criminal Minds anchor and political pundit, Campbell Brown, has a 11 Kris Allen 15 39 Musician - American Idol winner high “like a lot” score of 47% and is ranked second 12 13 39 Ventriloquist/Comedian on the list of most appealing up and comers since the 13 Rachel Maddow 6 39 TV Host - The Rachel Maddow Show second quarter of 2008. 14 10 37 Actor - The Wire 15 Samantha Morton 6 37 Actress/Director 16 Jason Mraz 14 36 Musician 17 Dara Torres 12 36 Athlete - Swimming 18 Chuck Wicks 9 36 Musician - Country Music 19 Travis Stork 9 36 Actor - The Bachelor 20 Chyler Leigh 7 36 Actress - Grey's Anatomy 21 Penn Badgley 7 36 Actor - Girl Duff Goldman, host of Ace of Cakes, ranks third on the list of most appealing up and comers. He is sometimes described as “creative,” “classy,” “artistic,” and “imaginative.”

11 www.epollresearch.com - 877-MY EPOLL Market Research Up & Comers – by Key Attributes

Attractive Dynamic

Among the top 20 up and coming celebrities, Cote de Pablo is Television host, Rachel Maddow from The Rachel Maddow considered the most “attractive” up and comer since the second Show, is considered very “dynamic” among those who are quarter of 2008. She was nominated for the Outstanding Actress aware of her despite her low awareness of 6%. She is often in a Drama Series American Latino Media Arts Award in 2008 for described as “articulate,” “confident,” as having “good her performance in NCIS. She is also often described as energy,” and “intelligent.” “beautiful,” “confident,” “talented,” and “sexy.” 44% 42% 40% 39% 58% 36%

49% 51% 47% 31% 45% 44% 28% 42% 43% 25% 36% 37% 25% 23%

14% 14% 13% 12% 14% 12% 13% 10% 9% 6%

Cote de Pablo Miranda Chuck Wicks Idris Elba Campbell Rachel Kerri Walsh Bear Grylls Dara Torres Duff Goldman Lambert Brown Maddow

Awareness Like a Lot Attractive Awareness Like a Lot Dynamic

*Attribute charts include top 5 from Most Appealing Up & Comers Top 20 Ranker

12 www.epollresearch.com - 877-MY EPOLL Market Research Most Appealing Celebrity Market Research Spokespersons

13 www.epollresearch.com - 877-MY EPOLL Market Research High Appeal Female Spokespersons

Seven female spokespersons appear on both the 13 to 24 and 25 to 54 year olds’ top 20 most appealing lists. They include Tina Fey, Reese Witherspoon, Mariska Hargitay, Kate Winslet, Ellen DeGeneres, Sandra Bullock and . Sandra Bullock is listed as the most appealing spokesperson among 25 to 54 year olds, whereas she is in the 16th position among 13 to 24 year olds. Queen Latifah also ranks higher among 25 to 54 year olds. Tina Fey is at the top of the list among 13 to 24 year olds and in the 11th position among 25 to 54 year olds.

Among respondents 13 to 24 Among respondents 25 to 54 "Like "Like Rank Name Awareness Rank Name Awareness a Lot" a Lot" Average Female Spokeperson 27% 15% Average Female Spokeperson 47% 16% 1 Tina Fey 60 48 1 Sandra Bullock 87 44 2 Milla Jovovich 19 44 2 Chandra Wilson 17 42 3 Reese Witherspoon 75 41 3 Reese Witherspoon 85 41 4 Sarah Chalke 25 41 4 Paula Deen 46 40 5 Mariska Hargitay 25 39 5 82 39 6 Keri Hilson 18 38 6 Mariska Hargitay 44 38 7 Kate Winslet 58 37 7 86 37 8 Anne Hathaway 71 36 8 20 37 9 62 36 9 Ellen DeGeneres 91 36 10 51 36 10 Queen Latifah 82 36 11 Shawn Johnson 37 36 11 Tina Fey 68 36 12 Ellen DeGeneres 80 35 12 Kate Winslet 58 35 13 Parker 54 35 13 86 34 14 Tisha Campbell-Martin 18 35 14 Christina Applegate 76 34 15 76 34 15 Carrie Underwood 60 34 16 Sandra Bullock 69 34 16 22 34 17 Joanna Garcia 16 34 17 85 33 18 Queen Latifah 68 33 18 74 33 19 Beyonce Knowles 65 33 19 63 33 20 Heidi Klum 35 33 20 Gabrielle Union 26 33 21 Amy Roloff 20 33 21 Julianne Hough 20 33

14 www.epollresearch.com - 877-MY EPOLL Market Research High Appeal Female Spokespersons (continued)

Among respondents 13 to 24 Among respondents 25 to 54

Some of the female celebrity spokespersons that rank in Chandra Wilson, Paula Deen, Sally Field, Julia the top 20 among 13 to 24 year olds include Milla Roberts, Ina Garten, Jennifer Aniston, Christina Jovovich, Sarah Chalke, Keri Hilson, Anne Applegate, and Carrie Underwood are ranked among Hathaway, Taylor Swift and Natalie Portman. the top 20 female spokespersons among 25 to 54 year olds, but have less appeal among 13 to 24 year olds.

Chandra Wilson Paula Deen Sally Field Julia Roberts Milla Jovovich Sarah Chalke Keri Hilson Consumer Healthcare Smithfield Foods Rally with Sally UNICEF/ Gap/Revlon/L'Oreal Hanes underwear Wet Seal Products Association for Bone Health Earth Biofuels

Anne Hathaway Taylor Swift Natalie Portman Ina Garten Jennifer Aniston Christina Applegate Carrie Underwood Lancome NHL/L.E.I. Ambassador of Hope for Barefoot Contessa Smartwater Lee National Skechers/ FINCA International Pantry Denim Day VitaminWater

15 www.epollresearch.com - 877-MY EPOLL Market Research High Appeal Male Spokespersons

Morgan Freeman and Will Smith top the lists of most appealing male spokespersons among 13 to 24 year olds and 25 to 54 year olds. Mike Rowe ranks among the top 5 in both groups as well. Bill Cosby and Dwayne Johnson are appealing to both demographics, but they are ranked higher among 25 to 54 year olds than 13 to 24 year olds. Hugh Laurie and are ranked higher among the younger group than the older group. Among respondents 13 to 24 Among respondents 25 to 54 "Like "Like Rank Name Awareness Rank Name Awareness a Lot" a Lot" Average Male Spokesperson 28% 15% Average Male Spokesperson 44% 18% 1 Morgan Freem an 74 57 1 Morgan Freem an 89 54 2 Will Smith 88 56 2 Will Smith 94 52 3 Mike Rowe 28 53 3 Anthony Hopkins 82 47 4 Will Ferrell 85 45 4 Mike Rowe 33 47 5 Hugh Laurie 56 44 5 John Travolta 96 46 6 Rob Dyrdek 16 43 6 Bill Cosby 93 46 7 Stephen Colbert 43 38 7 Michael J. Fox 86 44 8 53 37 9 Danny Gokey 23 37 8 Danny Gokey 25 43 10 Reverend Run 33 36 9 Jason Taylor 18 41 11 82 35 10 Dwayne Johnson 68 40 12 19 35 11 Rob Thomas 24 40 13 Hugh Jackman 45 34 12 Hugh Laurie 61 39 14 85 33 13 Tim Duncan 23 39 15 Bill Cosby 76 33 14 94 38 16 Jet Li 47 33 15 Michael W. Smith 16 38 17 Mike Epps 16 33 16 Bill Engvall 53 37 18 75 32 17 Ian McKellen 25 37 19 Dwayne Johnson 60 32 18 Dr. Mehmet Oz 23 37 20 Bill Nye 52 32 19 Hugh Jackman 57 36 21 Bill Engvall 38 32 20 Matt Dam on 85 35 22 Ian McKellen 30 32 23 Dwyane Wade 28 32 24 Alton Brow n 26 32 25 Eric McCormack 23 32

16 www.epollresearch.com - 877-MY EPOLL Market Research High Appeal Male Spokespersons (continued)

Among respondents 13 to 24 Among respondents 25 to 54

Will Ferrell, Rob Dyrdek, Stephen Colbert, Patrick Anthony Hopkins, John Travolta, Michael J. Dempsey, and Reverend Run are appealing male Fox, and Jason Taylor are unique to the list of spokespersons among 13 to 24 year olds, but do not appealing male spokespersons among 25 to make the top 20 among 25 to 54 year olds. 54 year olds.

Anthony Hopkins John Travolta Greenpeace John Travolta Foundation Will Ferrell Rob Dyrdek Stephen Colbert Cancer for College DC Shoes Stephen Colbert AmeriCone Dream Fund

Jason Taylor Michael J. Fox Jason Taylor Foundation Patrick Dempsey Michael J. Fox Foundation Reverend Run for Parkinson’s Research The Patrick Dempsey Center Rush Philanthropic for Cancer Hope & Healing Arts Foundation

17 www.epollresearch.com - 877-MY EPOLL Market Research About E-Score Celebrity and E-Poll Market Research

Market Research

18 www.epollresearch.com - 877-MY EPOLL Market Research Some E-Score Celebrity Applications

E-Score Celebrity can help you to evaluate over 4800 personalities quickly and easily. Following are some specific ways you can use the E-Score Celebrity database: Evaluate a specific personality for a campaign ƒ Locate personality in database or field new E-Score report in one week ƒ Measure celebrities’ strengths/weaknesses to determine positioning in a campaign Identify individual to match campaign goals ƒ Database can match specific campaign requirements (target audience, brand, etc.) ƒ Review short list to identify best fit with campaign (ie: males with high awareness, funny, attractive & trustworthy) Find new talent ƒ Search database for ‘low aware’ and ‘high appeal’ personalities ƒ E-Poll submits over 300 new names into database annually Compare personalities to category averages (i.e. host, spokesperson, athlete, etc.) ƒ Pull reports for each personality ƒ Compare celebrities to find complementary personalities Track individual over time ƒ Update individual as needed to reflect changing viewer attitudes/specific events ƒ Identify positive and/or negative trends Profile those who find a celebrity appealing ƒ Identify which celebrities appeal to a specific demographic group – by age/gender/ethnicity, etc.

19 www.epollresearch.com - 877-MY EPOLL Market Research About E-Poll Market Research

E-Poll® Market Research is more than an online research provider; we deliver full service quantitative and qualitative consumer research to agencies, brands and entertainment companies. Moreover, we excel in quality customer service. Our powerful, proprietary consumer panel provides high quality sample enabling clients to quickly and cost-effectively reach their target audience from low incidence groups to nationally representative samples.

E-Poll’s suite of in-depth syndicated products measures awareness, appeal, loyalty and equity of celebrities, brands, characters, musicians/bands and TV programs:

E-Score®- Celebrity, Character, Character Kids, Character Tots, Brand, Music FastTrack™Television - Broadcast TV, Cable TV, Weekday, , Program Premiere Tracking FocusPoint™- Online/Offline Qualitative Services E-Profiler™- Product, Category & Media Consumption Matrix

Our hands-on, collaborative approach and media expertise gives clients the precise analysis they need in today's complex media environment. E-Poll anticipates the needs of the industry and conducts a number of fact finding studies throughout the year to identify trends and opportunities to help you succeed.

20 www.epollresearch.com - 877-MY EPOLL Market Research Contact Information Market Research

21 www.epollresearch.com - 877-MY EPOLL Market Research Contact Information

Mary Ann Farrell Michelle Waxman Sr. VP Research Sr. VP Corporate Development [email protected] [email protected]

Janet Marchal Katherine Cohen Sr. Director Research Research Director [email protected] [email protected]

Katie Donnelly Research Analyst [email protected]

16133 Ventura Blvd. Suite 905 Encino, CA 91436 TEL (818) 995-4960 FAX (818) 995-4970 WEB www.epollresearch.com

22 www.epollresearch.com - 877-MY EPOLL Market Research Market Research

23 www.epollresearch.com - 877-MY EPOLL Market Research