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E-Score Celebrity Special Report Data Through Second Quarter 2009

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E-Score Celebrity Special Report Data Through Second Quarter 2009 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, Morgan Freeman, Will Smith, and Mike Rowe have high crossover appeal. John Travolta, Steve Martin, Sandra Bullock, 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 Tom Hanks 89 50 4 Tom Hanks 92 52 4 RachelAppeal McAdams 38 52 4 Mike Rowe 33 49 5 Anthony Hopkins 82 47 5 Katt Williams 27 52 5 Katt Williams 20 46 6 Mike Rowe 33 47 6 Adam Sandler 87 50 6 Jenna Fischer 16 45 7 John Travolta 96 46 7 Seth Rogen 52 50 7 Anthony Hopkins 76 44 8 Bill Cosby 93 46 8 Jim Carrey 83 49 9 Steve Martin 91 45 9 Steve Carell 71 49 8 Bill Cosby 89 43 9 Joel McHale 20 43 10 Kris Allen 16 45 10 Andy Samberg 20 49 11 Sandra Bullock 87 44 10 Chandra Wilson 16 43 11 Tina Fey 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 14 Will Ferrell 85 45 13 Mariska Hargitay 39 41 15 Joel McHale 20 42 15 Hugh Laurie 56 44 14 Jason Taylor 17 41 16 Chandra Wilson 17 42 16 Milla Jovovich 19 44 15 Steve Martin 85 40 17 Reese Witherspoon 85 41 17 Ryan Reynolds 41 43 16 Reese Witherspoon 84 40 18 Pauley Perrette 22 41 18 Paul Rudd 26 43 17 Danny Gokey 25 40 19 Jason Taylor 18 41 19 Amy Adams 20 43 18 Jim Carrey 93 39 20 Clint Eastwood 90 40 20 Rob Dyrdek 16 43 19 John Travolta 92 39 21 Dwayne Johnson 68 40 20 Sandra Bullock 83 39 22 Paula Deen 46 40 21 Tina Fey 66 39 23 Rob Thomas 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 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 Project Runway Mythbusters Man vs. Wild Get Smart 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 Jeffrey Dean Morgan 18 34 18 Dancing With The Stars as well as being awarded the James E. 3 Kristin Chenoweth 18 31 16 Sullivan Award which is given to the country’s top amateur 4 Barack Obama 96 34 15 5 Michelle Obama 73 28 15 athlete. 6 Amy Adams 19 29 13 Johnson had a rise in appeal that is 9 7 Amber Tamblyn 16 24 13 points higher than the next leading 8 Tiffany "New York" Pollard 23 18 13 9 Kate Winslet 57 33 12 celebrity’s increase, giving them both a 10 Nancy O'Dell 16 18 12 “like a lot” score of 34%. 11 Milo Ventimiglia 16 32 11 12 Sarah Chalke 27 31 11 13 Tina Fey 64 38 10 Jeffrey Dean Morgan is probably best known for 14 Christina Applegate 65 33 10 his role as Denny Duquette on Grey’s Anatomy, 15 Jane Seymour 55 30 10 but also played an important role in the 2009 16 John Legend 21 29 10 superhero film Watchmen which may have helped 10 17 Sandra Lee 16 24 boost his appeal score by 18 points from the 18 Robert Patrick 21 15 10 19 Morgan Freem an 85 53 9 second quarter of 2008. 20 Conchata Ferrell 25 31 9 21 Eric Bana 18 26 9 Kristin Chenoweth, who won an Emmy for 22 Daniel Craig 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 24 Ben Roethlisberger 25 22 9 third on the list 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+ Kate Gosselin 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 Christian Bale 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 Kate Walsh 19 20 -10 10 Debra Messing 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 Stephen Colbert 40 26 -8 Terminator Salvation which appeared on YouTube 16 Hayden Panettiere 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 Patton Oswalt 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.
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