E-Score Celebrity Quarterly Report Data Through First Quarter 2009
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E-Score Celebrity Quarterly Report Data through First Quarter 2009 Prepared for: E-Score Celebrity Clients www.epollresearch.com - 877-MY EPOLL Market Research www.epollresearch.com - 877-MY EPOLL 1 Market Research Table of Contents E-Score Celebrity Methodology……………………………………………….….……3 Celebrities with Highest & Lowest Appeal..……………………………………………4 Celebrities with Biggest Gains and Declines in Appeal………………………………...8 Most Appealing Celebrities Among 18-49 Year Olds……………………………….....11 Celebrity Up & Comers……………………………………………………………….15 Most Appealing Television Hosts……………………………………………………..18 Most Appealing Celebrity Spokespersons…………………………………………….21 Most Appealing Athletes……………………………………………………………..24 Celebrities with Highest Attribute Scores.…………………………………………....27 (Overexposed, Trustworthy, Glamorous, Funny) Attributes by Generation……………………………………………………………..32 (Influential, Can Identify With) Highest Appeal Among African-Americans and Hispanics……………………………35 About E-Score Celebrity & E-Poll Market Research ………… ………………………38 Contact Information………………………………………………………………….41 www.epollresearch.com - 877-MY EPOLL 2 Market Research E-Score Celebrity: Methodology The E-Score Celebrity database includes more than 4,600 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 1st quarter 2008 through the 1st quarter 2009 www.epollresearch.com - 877-MY EPOLL 3 Market Research Celebrities with Highest Market Research & Lowest Appeal www.epollresearch.com - 877-MY EPOLL 4 Market Research Celebrities with Highest Appeal Among total respondents 13+ With an awareness more than four times, "Like that of the average celebrity, Robin Rank Name Awareness a Lot" Williams tops the list of celebrities with Average for All Celebrities 20% 17% highest appeal at 55%. 1 Robin Williams 89 55 2 Pauley Perrette 27 54 3 Morgan Freeman 85 53 Many of the celebrities at the top of the appeal list, such as 4 Will Smith 91 52 Morgan Freeman, Will Smith, Harrison Ford, and Clint 5 AppealMikeAppeal Rowe 30 50 Eastwood have had a long-standing career in the 6 Harrison Ford 85 46 entertainment industry and also have high awareness. 7 Clint Eastwood 82 45 8 Tim Conway 39 45 9 Anthony Hopkins 71 44 10 Katt Williams 18 44 11 Hugh Laurie 59 43 12 Mariska Hargitay 37 43 13 SteveAttributes Martin 86 42 14 Michael J. Fox 75 42 15 John Travolta 93 41 Others, like TV host Mike Rowe and actress Pauley 16 Ron Howard 70 41 Perrette, have lower awareness, but garner strong 17 William Petersen 37 41 appeal. 18 Jeffrey Dean Morgan 17 41 19 Dustin Hoffman 78 39 20 Samuel L. Jackson 78 39 21 Reese Witherspoon 78 39 22 Rob Thomas 20 39 www.epollresearch.com - 877-MY EPOLL 5 Market Research Celebrities with Highest Appeal – Open Ends The following are open end responses for some of the celebrities with the highest appeal: Pauley Perrette: “adorable in her role,” “she is an all around good person,” “Goth…in a good way,” “makes show pop” Mike Rowe: “hardworking,” “I like Mike he makes me laugh,” “good man,” “I’d like his phone number, please,” “adventurous, willing to take a challenge” Clint Eastwood: “timeless actor,” “Dynamic!,” “living legend,” “I think of him like a Classic Car, he gets better with age!,” “Rock-solid with any part,” “Accomplished” Katt Williams: “loud,” “VERY VERY FUNNY,” “ a funny man in another time zone out of this world funny,” “colorful, big personality,” “great comedian” Reese Witherspoon: “sunny personality,” “adorable,” “private; non tabloid,” “BFF material,” “perky,” “she’s a hot lil’ 4 foot something’, she always does a good job” www.epollresearch.com - 877-MY EPOLL 6 Market Research Celebrities with Lowest Appeal Among total respondents 13+ O.J. Simpson remains at the top the list of "Dislike"/ Rank Name Awareness disliked celebrities, followed by Spencer Pratt "Dislike a Lot" from The Hills. Average for All Celebrities 20% 5% 1 O.J. Simpson 79 74 2Spencer Pratt 16 69 3 Marilyn Manson 50 53 4Michael Jackson 93 52 5Dina Lohan 20 49 6Chris Brown 49 46 7 Karl Rove 27 46 Dina Lohan of Living Lohan is the 8 Paris Hilton 81 43 most disliked female celebrity. She 9 George W. Bush 93 42 has been criticized for her 10 Howard Stern 74 42 reactions to daughter Lindsay 11 Don King 57 42 12 Amy Winehouse 45 42 Lohan’s recovery from drug and 13 RosieAttributes O'Donnell 87 39 alcohol abuse and accused of 14 Andrew Dice Clay 38 39 capitalizing on her daughters’ 15 Tiffany "New York" Pollard 24 38 struggles to further her own 16 Dennis Rodman 73 36 career. 17 Hillary Clinton 92 34 Boxing promoter, Don King,has 18 Andy Dick 47 34 19 Flavor Flav 39 34 been a subject of controversy 20 Janice Dickinson 36 30 throughout much of his career and is 11th on the list. www.epollresearch.com - 877-MY EPOLL 7 Market Research Celebrities with Biggest Market Research Gains and Declines in Appeal www.epollresearch.com - 877-MY EPOLL 8 Market Research Celebrities with Biggest Gains in Appeal Jason Taylor of the Miami Dolphins Among total respondents 13+ has experienced the largest gains in Points "Like Rank Name Awareness Increased 2008 appeal with a 27 percentage point a Lot" to 2009 increase since April 2008, likely due 1 Jason Taylor 17% 34% 27 to his performance on Dancing With 2 Jeffrey Dean Morgan 17 41 26 The Stars. He is followed closely by 3 Shawn Johnson 27 31 18 Grey’s Anatomy actor, Jeffrey Dean 4 Conchata Ferrell 25 38 17 5 Barack Obama 95 35 16 Morgan, who gained 26 percentage 6 Cameron Mathison 17 31 16 points in appeal. 7 Sarah Chalke 28 37 15 8 Kristin Chenoweth 16 32 15 Following the historical 2008 9 Michelle Obam a 71 26 15 Presidential Election, President Barack 10 Roselyn Sanchez 17 31 14 Obama and First Lady Michelle Obama 11 Holland Taylor 25 28 14 experienced significant increases in 12 Robert Downey Jr. 60 25 14 appeal. The fact that there were no 14 13 Thom Barry 18 25 other political personalities topping the 14 Aaron Eckhart 27 20 13 15 Harrison Ford 85 46 12 list shows what a strong duo the pair 16 Camryn Manheim 29 26 12 were for the 2008 presidential campaign 17 John Travolta 93 41 11 (John McCain is ranked 78th in terms of 18 Melina Kanakaredes 31 34 11 gains in appeal). 19 Eva LaRue Callahan 19 32 11 20 Amy Adams 19 31 11 Robert Downey Jr.’s Oscar-nominated 21 Anderson Cooper 46 30 11 performance in Tropic Thunder as well as his 22 Jennifer Hudson 53 26 11 title role in Iron Man may have helped land 23 Ben Roethlisberger 27 24 11 him the 12th spot for largest increase in appeal. www.epollresearch.com - 877-MY EPOLL 9 Market Research Celebrities with Biggest Declines in Appeal Among total respondents 13+ Points Despite what looked like a long and "Like Rank Name Awareness Decreased a Lot" promising musical career for the young 2008 to 2009 1 Jordin Sparks 31% 25% -23 Chris Brown, he experienced a 2 Chris Brown 49 7 -22 substantial decline in appeal since April 3 Gary Dourdan 27 17 -20 4 Brett Favre 54 20 -19 2008 due to the alleged assault of ex- 5 David Archuleta 35 21 -16 girlfriend Rihanna. 6 Roger Federer 21 14 -15 7 Lewis Black 25 25 -14 8 Alexis Bledel 23 27 -13 9 Hayden Panettiere 35 20 -13 Declines in appeal can also be driven by less 10 Miley Cyrus 66 8 -13 exposure, as in the case of American Idol stars 11 Wentworth Miller 18 23 -12 12 J.K. Rowling 38 22 -12 Jordin Sparks and David Archuleta, and Harry 13 David Ortiz 19 20 -12 Potter author J.K. Rowling. 14 Bradley Cooper 16 10 -12 15 Taylor Sw ift 41 25 -11 16 Kat Von D 19 21 -11 17 Tony Romo 28 8 -11 18 Abigail Breslin 22 20 -10 19 Toni Braxton 32 14 -10 20 Vanessa Anne Hudgens 26 14 -10 21 Zac Efron 35 11 -10 22 Claire Danes 27 11 -10 www.epollresearch.com - 877-MY EPOLL 10 Market Research Most Appealing Market Research Celebrities Among 18-49 Year Olds www.epollresearch.com - 877-MY EPOLL 11 Market Research High Appeal Among Males and Females, Age 18 to 49 - Overall Among the top 20 most appealing celebrities among males and females ages 18 to 49, there are five common names including Morgan Freeman, Mike Rowe, Robin Williams, Will Smith, and the lesser known comedian, Katt Williams. Among Males 18 to 49 Among Females 18 to 49 "Like "Like Rank Name Awareness Rank Name Awareness a Lot" a Lot" Average for All Celebrities 20% 19% Average for All Celebrities 22% 15% 1 Campbell Brown 21 72 1 Will Smith 94 56 2 Nastia Liukin 25 64 2 Robin Williams 93 56 3 Morgan Freem an 61 58 3 Morgan Freeman 86 53 4 Mike Rowe 38 54 4 Chandra Wilson 21 49 5 Jason Taylor 27 54 5 Kerri Walsh 16 48 6 Dierks Bentley 18 53 6 Mike Rowe 29 47 7 Dwyane Wade 35 52 7 Katt Williams 18 47 8 Robin Williams 85 51 8 Duff Goldman 18 46 9 Will Smith 88 50 9 Brooke White 18 46 10 Arnold Palmer 43 49 10 Ellen DeGeneres 93 45 11 Clint Eastwood 84 48 11 Reese Witherspoon 90 45 12 Michael J.