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Home , Ben Bailey, Brooke White, Carly Smithson, Dennis Haysbert, Gary Dourdan, Jenna Fischer

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 of celebrities with Average for All Celebrities 20% 17% highest appeal at 55%. 1 89 55 2 Pauley Perrette 27 54 3 85 53 Many of the celebrities at the top of the appeal list, such as 4 91 52 Morgan Freeman, Will Smith, , 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 82 45 8 39 45 9 71 44 10 18 44 11 59 43 12 Mariska Hargitay 37 43 13 SteveAttributes Martin 86 42 14 Michael J. Fox 75 42 15 93 41 Others, like TV host Mike Rowe and actress Pauley 16 70 41 Perrette, have lower awareness, but garner strong 17 37 41 18 17 41 appeal. 19 78 39 20 Samuel L. Jackson 78 39 21 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 ,” “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 ”

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 . 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 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 45 42 Lohan’s recovery from and 13 RosieAttributes O'Donnell 87 39 alcohol abuse and accused of 14 Andrew Dice Clay 38 39 capitalizing on her daughters’ 15 Tiffany "" 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 95 35 16 Morgan, who gained 26 percentage 6 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 13 Thom Barry 18 25 14 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 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 Robert Downey Jr.’s Oscar-nominated 20 Amy Adams 19 31 11 21 46 30 11 performance in Tropic Thunder as well as his 22 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 27 17 -20 2008 due to the alleged assault of ex- 4 Brett Favre 54 20 -19 5 35 21 -16 girlfriend . 6 Roger Federer 21 14 -15 7 25 25 -14 8 Alexis Bledel 23 27 -13 Declines in appeal can also be driven by less 9 Hayden Panettiere 35 20 -13 10 66 8 -13 exposure, as in the case of stars 11 18 23 -12 Jordin Sparks and David Archuleta, and Harry 12 J.K. Rowling 38 22 -12 Potter author J.K. Rowling. 13 David Ortiz 19 20 -12 14 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 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 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 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. Fox 77 48 12 93 44 13 Tim Conway 29 48 13 Anthony Hopkins 74 43 14 Kate Mulgrew 21 48 14 William Petersen 32 43 15 Katt Williams 21 47 15 95 42 16 Harrison Ford 84 46 16 John Travolta 94 42 17 47 46 17 Hugh Laurie 64 42 18 Jack Nicklaus 46 46 18 Rachel McAdams 31 42 19 Tim Duncan 39 46 19 Pauley Perrette 21 42 20 Sarah Chalke 32 46 20 Jon Gosselin 18 42

www.epollresearch.com - 877-MY EPOLL 12 Market Research High Appeal Among Males and Females, Age 18 to 49 - Film Performers

Many of the film performers who appeal to males ages 18 to 49 also appeal to females in the same age group. Robin Williams is ranked higher among females than among males 18 to 49 in both awareness and appeal. In general, women in this age group report higher awareness film performers compared to men.

Among Males 18 to 49 Among Females 18 to 49 "Like "Like Rank Name Awareness Rank Name Awareness a Lot" a Lot" Average Film Performer 23% 21% Average Film Performer 27% 17% 1 Morgan Freem an 80 57 1 Robin Williams 93 57 2 Will Smith 87 49 2 Will Smith 95 55 3 Michael J. Fox 78 49 3 Morgan Freeman 87 53 4 Robin Williams 85 48 4 Reese Witherspoon 90 45 5 Clint Eastwood 84 47 5 Anthony Hopkins 74 43 6 81 46 6 Julia Roberts 95 42 7 79 46 7 John Travolta 95 42 8 Harrison Ford 85 45 8 Adam Sandler 94 42 9 Edward Norton 48 45 9 Rachel McAdams 30 42 10 Zooey Deschanel 18 45 10 93 41 11 73 44 11 Tyler Perry 40 40 12 Anthony Hopkins 76 43 12 80 39 13 92 42 13 Matthew McConaughey 78 39 14 Samuel L. Jackson 83 42 14 Michael Cera 26 39 15 78 42 15 21 39 16 Adam Sandler 87 41 16 Jim Carrey 92 38 17 Megan Fox 29 41 17 Queen Latifah 84 38 18 79 39 18 Patrick Swayze 82 38 19 Martin Lawrence 74 39 19 Harrison Ford 90 37 20 Steve Buscemi 51 39 20 Steve Martin 88 37 21 Dwayne Johnson 66 37 22 59 37 23 Mark Ruffalo 25 37

www.epollresearch.com - 877-MY EPOLL 13 Market Research High Appeal Among Males and Females, Age 18 to 49 - TV Performers Among males 18 to 49, Kate Mulgrew from : Voyager tops the list of TV performers with highest appeal while Duff Goldman from Ace of Cakes has the top spot among females 18 to 49. Pauley Perrette from NCIS is ranked second for both males and females. Few TV performers have high crossover appeal among this demographic. Among Males 18 to 49 Among Females 18 to 49 "Like "Like Rank Name Awareness Rank Name Awareness a Lot" a Lot" Average TV Performer 19% 20% Average TV Performer 23% 17% 1 Kate Mulgrew 21 57 1 Duff Goldman 17 53 2 Pauley Perrette 28 53 2 Pauley Perrette 21 51 3 Mike Rowe 38 52 3 20 50 4 Tim Conway 32 51 4 Greg Grunberg 17 50 5 Michael J. Fox 78 49 5 William Petersen 34 48 6 Sarah Chalke 34 49 6 Mike Rowe 29 48 7 Jenna Fischer 19 48 7 Chandra Wilson 20 46 8 Aisha Tyler 18 46 8 Ellen DeGeneres 94 45 9 Melina Kanakaredes 25 45 9 Jeffrey Dean Morgan 22 45 10 Mariska Hargitay 24 45 10 72 40 11 Eva LaRue Callahan 16 45 11 Kevin James 51 40 12 16 44 12 Mariska Hargitay 49 40 13 16 43 13 26 40 14 Seth MacFarlane 23 42 14 Hill Harper 16 40 15 Roselyn Sanchez 19 42 15 Sally Field 80 39 16 Jamie Hyneman 39 41 16 49 39 17 Conchata Ferrell 22 41 17 Bill Engvall 48 39 18 Terry Bradshaw 65 40 18 26 39 19 Tina Fey 57 39 19 Vern Yip 22 39 20 Neil Flynn 27 39 20 Patrick Swayze 82 38 21 71 38 22 Shemar Moore 31 38 23 Dr. Mehmet Oz 28 38 24 Niecy Nash 23 38 25 Adam Savage 20 38

www.epollresearch.com - 877-MY EPOLL 14 Market Research Celebrity Up & Comers Market Research

www.epollresearch.com - 877-MY EPOLL 15 Market Research Up & Comers – Low Awareness/High Appeal

Among total respondents 13+

"Like Rank Name Awareness Profession a Lot" 1 Michael Weatherly 14% 50% Actor - NCIS 2 Cote de Pablo 13 49 Actress - NCIS 3 9 47 Actress - Michael Weatherly and Cote de 4 Campbell Brown 15 46 News Anchor - CNN 5 Hill Harper 15 46 Actor - CSI Pablo from NCIS may have low 6 Duff Goldman 13 46 Host - Ace of Cakes awareness, but they are well liked 7 Emily Procter 11 46 Actress - CSI 8 Cobie Smulders 8 46 Actress - How I Met Your Mother among those who know them. 9 Demetri Martin 7 44 Comedian Similarly, Hill Harper and Emily 10 Dierks Bentley 14 43 Musician - Country Music 11 Jenna Fischer 13 43 Actress - Procter from CSI have a small but 12 Miranda Lam bert 12 43 Musician - Country Music loyal fan base. 13 Ben Bailey 10 43 Host - Cash Cab 14 Chyler Leigh 7 43 Actress - Grey's Anatomy 15 Jenna Dewan 6 43 Actress - Various films 16 Jemaine Clement 6 42 Actor/Musician - 17 Travis Stork 10 41 Actor - The Bachelor 18 Jason Gray-Stanford 7 41 Actor - Various TV/Film 19 Kerri Walsh 15 40 Athlete - Volleyball 20 Jason Mraz 14 40 Musician Demetri Martin, who recently 21 Kirsten Vangsness 11 40 Actress - 22 Sunny Anderson 9 40 Host - Cooking for Real hosted his own sketch show, Important Things With Demetri Martin on , also enjoys high appeal among those aware of him.

www.epollresearch.com - 877-MY EPOLL 16 Market Research Up & Comers – by Key Attributes

Interesting Unique

51% 49% 46% 45% 46% 44% 43% 43%42% 44% 40% 42% 43% 40% 40% 39% 40% 38% 33%

26%

13% 13% 13% 11% 11% 10% 10% 7% 7% 6%

Kirsten Duff Goldman Ben Bailey Cote de Pablo Demetri Martin Duff Goldman Demetri Jemaine Kirsten Ben Bailey Vangsness Martin Clement Vangsness

Awareness Like a Lot Interesting Awareness Like a Lot Unique

Among those celebrities with low awareness and high Duff Goldman, host of Ace of Cakes, is often appeal, Kirsten Vangsness from Criminal Minds is most described as “unique” likely due to his unusual often described as “interesting,” suggesting people may edible pastries. As part of the “World’s Largest Bake want to see more of her. Her theatrical performances have Sale,” the kick-off event for a national campaign that led her to receive the Drama Critics Award for mobilizes Americans to end childhood hunger, he Best Emerging Comic Actress. attempted to bake the world’s largest cupcake.

www.epollresearch.com - 877-MY EPOLL 17 Market Research Most Appealing Television Market Research Hosts

www.epollresearch.com - 877-MY EPOLL 18 Market Research High Appeal Female TV Hosts

Among the top 20 female TV hosts, three cooking show hosts are on Among total respondents 13+ the list including, of Everyday Italian, Rachael "Like Ray of 30 Minute Meals, and the Emmy Award-winning Paula Deen Rank Name Awareness a Lot" of Paula’s Home Cooking, who has the highest appeal among female

Average Female TV Host 21% 17% TV hosts. 1 Paula Deen 42 33 2 Niecy Nash 16 33 3 Queen Latifah 75 32 4 Candice Olson 17 32 5 91 31 6 Ellen DeGeneres 88 31 7 Giada De Laurentiis 25 30 8 Rachael Ray 62 28 9 Paige Davis 21 24 Though not as well known, Niecy Nash has above 10 Tila Tequila 31 21 average appeal as host of Clean House, now in its 11 Stacy 21 21 12 43 20 seventh season. She is often described as 13 Bonnie Hunt 34 20 “funny” and “kooky/wacky.” 14 92 19 15 60 19 16 LeAnn Rimes 53 19 In Fall 2009, Marie Osmond will host her own th 17 Jewel 41 18 daytime . She is ranked 24 on the list 18 31 17 of female hosts with high appeal (not listed). 19 Wynonna Judd 51 15 Whoopi Goldberg and Ellen DeGeneres 20 35 15 generated the highest awareness and appeal among daytime talk show hosts.

www.epollresearch.com - 877-MY EPOLL 19 Market Research High Appeal Male TV Hosts

Among total respondents 13+ Mike Rowe, host of Discovery’s

"Like and who is often described as “funny,” Rank Name Awareness a Lot" “interesting,” and “down-to-earth,” has an Average Male TV Host 24% 16% awareness slightly above the average male 1 Mike Row e 30 50 TV host’s awareness. However, his appeal is 2 Alton Brow n 23 34 3 Terry Bradshaw 56 30 16 percentage points above the appeal of the 4 Anderson Cooper 46 30 next leading male TV host, Alton Brown,host 5 23 29 of Good Eats. 6 59 28 7 Guy Fieri 32 28 8 Ty Pennington 53 27 Alton Brown is often described as 9 78 26 10 32 25 “intelligent,” “interesting,” 11 John Walsh 33 24 “kooky/wacky,” and as having “good 12 Gordon Ramsay 37 23 .” 13 87 22 14 Emeril Lagasse 55 22 15 34 22 16 19 20 Terry Bradshaw, former NFL 17 Drew Carey 83 19 quarterback and co-host of Fox NFL 18 Al Roker 62 19 19 Cris Collinsworth 22 19 Sunday, has above average awareness 20 67 18 and appeal and is described as “funny,” 21 Jeff Probst 22 18 as having “good energy,” “talented,” 22 Bill Goldberg 18 18 “experienced,” and “confident.”

www.epollresearch.com - 877-MY EPOLL 20 Market Research Most Appealing Celebrity Market Research Spokespersons

www.epollresearch.com - 877-MY EPOLL 21 Market Research High Appeal Female Spokespersons

Among total respondents 13+ One of the first athletes to be signed as "Like Rank Name Awareness a CoverGirl spokesmodel is 2008 a Lot" Average Female Spokeperson 41% 16% Olympic gold medal gymnast, Nastia 1 Nastia Liukin 18 38 Liukin, who tops the list of female 2 Martina McBride 30 32 3 68 30 spokespersons with highest appeal. 4 Faith Hill 55 26 She is most often described as 5 Catherine Zeta-Jones 61 25 “confident,” “attractive,” and 6 54 25 7 Vanessa Marcil 23 25 “physically fit.” 8 22 24 9 Julia Louis-Dreyfus 63 23 Two country music singers top the list of well-liked 10 Oprah Winfrey 92 19 female spokespersons including Martina McBride, 11 72 18 12 56 18 who has been involved with many charities 13 Isabella Rossellini 24 18 educating women on domestic violence, and Faith 14 Heather Locklear 70 17 Hill, who is tentatively set to launch her first 15 Jennifer Lopez 70 17 16 Jenny McCarthy 45 17 fragrance in Fall/Winter 2009. 17 Vanessa L. Williams 52 16 18 Lauren Holly 18 16 19 Brooke Shields 71 15 20 Tyra Banks 72 14 21 Susan Lucci 53 14 22 Catherine Deneuve 21 14

www.epollresearch.com - 877-MY EPOLL 22 Market Research High Appeal Male Spokespersons

Michael J. Fox, who has established a Among total respondents 13+ foundation in his name for Parkinson’s research, is at the top of the list of most appealing male "Like Rank Name Awareness a Lot" spokespersons. He recently appeared in a prime time special Michael J. Fox: Adventures of an Average Male Spokesperson 39% 18% 1 Michael J. Fox 75 42 Incurable Optimist (A Personal Journey of Hope). 2 Peyton Manning 50 33 3 Danny Glover 69 31 Many current or retired sports figures top the list of male 4 Terry Bradshaw 56 30 spokespersons with highest appeal including Peyton Manning, 5 Tiger Woods 82 27 who founded the Peyback Foundation to help disadvantaged 6 Michael Jordan 84 26 children, Terry Bradshaw, spokesman for Jani-King, Tiger 7 81 25 Woods, who established The Tiger Woods Foundation, and 8 Wayne Gretzky 35 24 Michael Jordan, who has had numerous product endorsements. 9 Bono 56 23 10 George Foreman 73 22 11 Dan Marino 49 22 12 Brett Favre 54 20 13 Bill Goldberg 18 18 14 Howie Long 41 17 15 Al Gore 80 16 16 Bill Gates 78 16 17 John Madden 62 16 Bono is 9th on the list, having organized and 18 Lance Armstrong 62 15 performed in many benefit concerts and 19 Richard Karn 25 14 established numerous foundations for the sake 20 Grant Hill 23 14 of Africa. He has been nominated for the Nobel Peace Prize at least three times since 2000.

www.epollresearch.com - 877-MY EPOLL 23 Market Research Most Appealing Athletes Market Research

www.epollresearch.com - 877-MY EPOLL 24 Market Research High Appeal Female Athletes

Among total respondents 13+ Gymnasts Nastia Liukin and Shawn Johnson took the "Like gold and silver medals in the 2008 Summer Olympics Rank Name Awareness a Lot" individual all-around competition – a first for the Average Female Athlete 12% 16% Women’s Gymnastics team. This could 1Nastia Liukin 18 38 2 Shawn Johnson 27 31 explain why both gymnasts are ranked at the top of list 3 Danica Patrick 27 23 of female athletes with high appeal. 4 Maria Sharapova 24 20 5Kristi Yamaguchi 45 19 Shawn Johnson was also recently awarded 6 Michelle Kwan 35 18 the James E. Sullivan Award which is 7 Serena Williams 47 15 8 Venus Williams 40 14 awarded to the country’s top amateur athlete. 9 Billie Jean King 35 7 Furthermore, she was the winner of the eighth season of Dancing With The Stars.

Siblings and tennis stars, Serena and Venus Williams, have an awareness at least three times that of the *Awareness for most female athletes average female athlete and remain in the top 10 female drops below 16% athletes with highest appeal.

www.epollresearch.com - 877-MY EPOLL 25 Market Research High Appeal Male Athletes

Among total respondents 13+ Miami Heat player, "Like Rank Name Awareness a Lot" Dwyane Wade, who earned his first Average Male Athletes 16% 15% NBA Scoring Title in the 2008-2009 1 Dwyane Wade 20 38 2 Dwayne Johnson 64 36 season tops the list of male athletes 3 Jason Taylor 17 34 with high appeal. 4 Peyton Manning 50 33 5 Arnold Palmer 39 33 6 Larry Fitzgerald 17 33 7 Jack Nicklaus 39 32 As an athlete and actor, Dwayne 8 Kurt Warner 27 31 Johnson has high appeal and a much 9 Steve Young 28 29 10 Tim Duncan 24 29 higher awareness than the average male 11 Tiger Woods 82 27 athlete. 12 Muhammad Ali 70 27 13 Troy Polamalu 21 27 14 Hines Ward 20 27 15 Michael Jordan 84 26 Jason Taylor of the Miami Dolphins 16 Cal Ripken Jr. 38 25 17 Kevin Garnett 25 25 football team and runner up in the sixth 18 Eli Manning 37 24 season of Dancing With The Stars, has 19 Wayne Gretzky 35 24 an appeal score that is comparable to 20 Ben Roethlisberger 27 24 Dwyane Wade and Dwayne Johnson, though his awareness is on par with the average male athlete.

www.epollresearch.com - 877-MY EPOLL 26 Market Research Celebrities with Highest Market Research Attribute Scores

www.epollresearch.com - 877-MY EPOLL 27 Market Research “Overexposed” Celebrities

Among total respondents 13+ Paris Hilton, Britney Spears, and Lindsay Rank Name Aware Overexposed Lohan continue to top the charts as celebrities Average for All Celebrities 20% 5% 1 Paris Hilton 81 65 most likely to be described as “overexposed.” 2 Britney Spears 86 63 3 Lindsay Lohan 70 56 4 Spencer Pratt 16 55 5 Dina Lohan 20 50 6 Pamela Anderson 74 49 7 Miley Cyrus 66 48 8 O.J. Simpson 79 47 9 Nicole Richie 54 44 10 Kim Kardashian 32 44 Spencer Pratt, who recently joined the cast of 11 Mary-Kate Olsen 72 43 12 Alex Rodriguez 39 41 the summer reality series I’m a Celebrity…Get 13 Tiffany "New York" Pollard 24 41 Me Out of Here!, remains high on the list as he 14 48 40 maintains his negative reputation from The 15 80 39 16 91 38 Hills. 17 Ashlee Simpson-Wentz 45 38 18 88 37 19 Tila Tequila 31 37 20 93 36 21 Sean "Diddy" Combs 60 36 22 Amy Winehouse 45 36

www.epollresearch.com - 877-MY EPOLL 28 Market Research “Trustworthy” Celebrities

Among total respondents 13+ Dr. Mehmet Oz, who has made frequent Rank Name Aware Trustworthy appearances on , Average for All Celebrities 20% 9% tops the list of celebrities who are most 1 Dr. Mehmet Oz 19 42 2 Judge Alex Ferrer 17 39 often described as “trustworthy” among 3 Tom Brokaw 62 35 persons 13+. He will launch his own daily 4 Charles Gibson 45 35 talk show, The Dr. Oz Show, in Fall 2009. 5 John Walsh 33 34 6 Bob Schieffer 27 34 7 Dr. 18 34 8 Barack Obama 95 33 Despite lower than average awareness 9 Ty Pennington 53 32 levels, Judge Alex Ferrer from the 10 Amy Roloff 22 32 11 Dennis Haysbert 39 31 syndicated courtroom, show Judge Alex, 12 Brian Williams 36 31 ranks second on the “trustworthy” list. 13 Jim Lehrer 30 31 14 Ron Howard 70 30 15 90 29 He is closely followed by well-known TV news anchors 16 Judge Marilyn Milian 17 29 Tom Brokaw and Charles Gibson. 17 Michael Fox 75 28 18 Al Roker 62 28 19 Fred Thompson 48 28 20 Stephen Collins 31 28 21 Mike Rowe 30 28 22 Lester Holt 19 28 23 16 28

www.epollresearch.com - 877-MY EPOLL 29 Market Research “Glamorous” Celebrities

Among total respondents 13+ Catherine Zeta-Jones is considered one Rank Name Aware Glamorous of the most “glamorous” celebrities. She

Average for All Celebrities 20% 10% is set to star in the romantic comedy The 1 Catherine Zeta-Jones 61 58 Rebound to be released in September 2Beyonce Knowles 60 56 2009. 3 Halle Berry 68 52 4 Gisele Bundchen 25 51 Second on the list of most “glamorous” celebrities 5Salma Hayek 57 50 6 Parker 52 50 is R&B singer-songwriter Beyonce Knowles 7 Heidi Klum 46 48 followed closely by actress Halle Berry. 8 79 47 9 Stacy "Fergie" Ferguson 44 47 10 Brooke Burke 34 47 11 Roselyn Sanchez 17 47 12 Vanessa L. Williams 52 46 13 Eva Mendes 48 46 14 Angelina Jolie 83 45 15 Jennifer Lopez 70 45 16 Susan Lucci 53 45 17 Kate Beckinsale 30 45 Brazilian model, Gisele Bundchen, 18 Diahann Carroll 22 45 who has appeared on more magazine 19 Penelope Cruz 60 44 20 Cindy Crawford 52 44 covers than any other model, is ranked 21 Scarlett Johansson 48 44 among the top 5 most “glamorous” 22 Charlize Theron 39 44 celebrities.

www.epollresearch.com - 877-MY EPOLL 30 Market Research “Funny” Celebrities

Among total respondents 13+ Actor and comedian Kevin James, tops the

Rank Name Aware Funny chart of celebrities who are considered “funny.” Average for All Celebrities 20% 19% Perhaps best known for his role in the 1Kevin James 4883 The King of Queens, he was most recently seen 2 Robin Williams 89 82 in the lead role of Paul Blart: Mall Cop. 3 Tim Conway 39 80 4 Jeff Foxworthy 73 79 5 Bill Engvall 46 79 6 16 79 7 Jim Carrey 92 78 Robin Williams’ longstanding 8 George Lopez 72 78 career in comedy has put him 9Seth Rogen 4178 10 83 77 second on the list as “funny.” 11 Mike Myers 76 77 12 Steve Carell 65 77 13 Jim Gaffigan 21 77 14 Steve Martin 86 76 , who was nominated for the 15 Jack Black 76 76 2008 Primetime Emmy Award for 16 Marlon Wayans 48 76 17 47 76 Outstanding Supporting Actress in a 18 Amy Poehler 37 76 Comedy Series, is the only female 19 D.L. Hughley 34 76 celebrity listed in the top 20 “funny” 20 Frank Caliendo 22 76 celebrities. She is also the star of NBC’s Parks and Recreations which will be returning for a second season.

www.epollresearch.com - 877-MY EPOLL 31 Market Research Attributes by Generation Market Research

www.epollresearch.com - 877-MY EPOLL 32 Market Research Generational – Influential

Investor and businessman, Warren Buffett is considered influential by Baby Boomers and Gen X’ers. Buffet does not make the top 20 “influential” personalities among Gen Ys, however Bill Gates is in the top 5 for all three generations. Barack Obama is by far the most influential among the Gen Y audience.

Baby Boomers Generation X Generation Y (Born 1965-1981) (Born 1946-1964) (Born 1980-1994)

Rank Name Awareness Attribute Rank Name Awareness Attribute Rank Name Awareness Attribute Average for All Celebrities 22% 11% Average for All Celebrities 23% 10% Average for All Celebrities 17% 11% 1WarrenAppealAppeal Buffett 3468 1 Bill Gates 78 59 1 Barack Obama 94 60 2 Bill Gates 83 61 2Warren Buffett 2458 2 Bill Gates 72 49 3Oprah Winfrey 9759 3 Barack Obama 96 55 3Oprah Winfrey 89 48 4 81 58 4Oprah Winfrey 9253 4 Steven Spielberg 55 46 5Donald Trump 9653 5 Steven Spielberg 80 48 5Michelle Obama 62 45 6 Clint Eastwood 94 52 6Bono 6347 6Al Gore 69 42 7Bono 5952 7 Karl Rove 26 47 7 Condoleezza Rice 68 42 8 John Walsh 53 51 8 Clint Eastwood 89 45 8Muhammad Ali 51 42 9 Dr. Mehmet Oz 26 51 9 Condoleezza Rice 80 45 9Tim Gunn 17 42 10 Barack Obama 96 50 10 Donald Trump 90 44 10 Hillary Clinton 87 40 11 CondoleezzaAttributes Rice 87 50 11 J.K. Rowling 37 44 11 Michael Jordan 80 40 12 Al Gore 90 49 12 Hillary Clinton 93 43 12 Tom Brokaw 38 40 13 Tom Brokaw 88 48 13 Muhammad Ali 77 43 13 Lance Armstrong 55 39 14 Tony Robbins 22 47 14 Tom Brokaw 72 42 14 J.K. Rowling 41 39 15 Dr. 17 47 15 Dr. Mehmet Oz 19 42 15 Spike Lee 36 39 16 Ron Howard 91 46 16 Mark Cuban 24 41 16 Carlos Santana 32 39 17 Hillary Clinton 97 45 17 Spike Lee 60 40 17 Donald Trump 79 38 18 Arnold Palmer 57 44 18 John McCain 87 39 18 Bono 52 37 19 Karl Rove 35 44 19 Al Gore 85 39 19 Reverend Run 33 37 20 Richard Branson 34 44 20 Michelle Obama 75 39 20 Anderson Cooper 31 36 21 Chris Matthews 32 44 21 Charles Gibson 28 36

www.epollresearch.com - 877-MY EPOLL 33 Market Research Generational – Can Identify With

Baby Boomers and Gen X’ers have more commonalities in terms of who they “can identify with” compared to Gen Y’s. Baby Boomers say they “can identify with” many cooking show hosts such as Rachael Ray, Paula Deen, Jamie Oliver, Alton Brown, and Guy Fieri, three of which can also be found on the Gen X list. Comedian Bill Engvall is decreasingly considered someone who can be identified with from generation to generation. Jenna Fischer and John Krasinski from The Office are not personalities that Baby Boomers strongly identify with, yet they are ranked among the top 20 for Gen X and top five for Gen Y. Generation X Generation Y Baby Boomers (Born 1980-1994) (Born 1946-1964) (Born 1965-1981) Rank Name Awareness Attribute Rank Name Awareness Attribute Rank Name Awareness Attribute Average for All Celebrities 22% 6% Average for All Celebrities 23% 6% Average for All Celebrities 17% 6% 1 Bill Engvall 53 28 1Kevin James 53 26 1 Jenna Fischer 16 23 2Mike RoweAppealAppeal 26 27 2 Mike Rowe 37 24 2America Ferrera4421 3Rachael Ray 67 23 3 Zachary Levi 17 24 3 John Krasinski 21 20 4 Paula Deen 49 23 4 16 24 4 Barack Obama 94 19 5 Jamie Oliver 16 23 5 Bill Engvall 53 21 5 Alexis Bledel 32 19 6Jeff Foxworthy 82 22 6Michael W. Smith 19 21 6Michael Cera 4018 7Fred Thompson 62 22 7Rachael Ray 70 20 7Kurt Warner 2118 8 Alton Brown 22 21 8 Morgan Spurlock 21 20 8 Bill Engvall 40 17 9 Sally Field 95 19 9 John Krasinski 19 19 9Morgan Spurlock2717 10 Clint Eastwood 94 19 10 Guy Fieri 31 18 10 54 16 11 Guy Fieri 36 19 11 23 18 11 Zach Braff 45 16 12 Oliver PlattAttributes 36 19 12 Jenna Fischer 19 18 12 Tyler Perry 37 16 13 Kurt Warner 26 19 13 Ty Pennington 60 17 13 25 16 14 Jared Fogle 25 19 14 Paula Deen 42 17 14 Jamie Hyneman 34 15 15 Judge Glenda Hatchett 20 19 15 Bonnie Hunt 37 17 15 Keyshia Cole 21 15 16 90 18 16 Camryn Manheim 30 17 16 Common 19 15 17 Larry the Cable Guy 63 18 17 Dierks Bentley 19 17 17 Drew Barrymore 76 14 18 William Petersen 49 18 18 19 17 18 67 14 19 Bonnie Hunt 37 18 19 Katt Williams 17 17 19 Michelle Obama 62 14 20 Camryn Manheim 37 18 20 Queen Latifah 80 16 20 Kevin James 48 14 21 26 18 21 Jeff Foxworthy 79 16 21 Mike Rowe 31 14 22 24 18 22 Valerie Bertinelli 56 16 22 Tia Mowry 29 14 23 Brooke White 21 16 23 Blake Lively 19 14 24 Keke Palmer 17 14

www.epollresearch.com - 877-MY EPOLL 34 Market Research Highest Appeal Among Market Research African-Americans and Hispanics

www.epollresearch.com - 877-MY EPOLL 35 Market Research Highest Appeal Among African-Americans

Among African-Americans age 13+ Among African-American respondents, President "Like Rank Name Awareness a Lot" Barack Obama and actor Tyler Perry are the Average for All Celebrities 24% 18% celebrities with highest appeal. 1 Barack Obama 96 83 2Tyler Perry 85 78 3 Angela Bassett 70 75 4 Michelle Obama 87 70 5 Will Smith 97 68 6 Morgan Freeman 86 64 7 Katt Williams 69 64 8 Gabrielle Union 73 61 9 Robin Williams 89 61 10 Danny Glover 84 60 11 Phylicia Rashad 82 58 12 Jada Pinkett-Smith 83 58 Robin Williams is the only non - African- 13 Samuel L. Jackson 89 57 American that is listed in the top 25 most 14 83 57 15 Alicia Keys 81 56 well-liked celebrities among African- 16 Queen Latifah 92 55 Americans. 17 Martin Lawrence 87 55 18 Muhammad Ali 82 55 19 Patti LaBelle 66 55 20 Mike Epps 63 55

Base size of at least 50 respondents for appeal question

www.epollresearch.com - 877-MY EPOLL 36 Market Research Highest Appeal Among Spanish/Hispanic/Latino

Among Spanish/Hispanic/Latinos age 13+ Two of the top five celebrities who appeal to Hispanics "Like a Rank Name Awareness Lot" are African-American including Morgan Freeman and Will Smith. Average for All Celebrities 21% 18% 1 Morgan Freeman 80 61 2 Will Smith 84 57 3Adam Sandler 9554 4 Jim Carrey 89 54 5 Clint Eastwood 68 53 6 Robin Williams 87 52 7Steve Martin 8351 8 George Lopez 82 49 9 Mike Myers 79 49 10 Seth Rogen 59 47 Comedian George Lopez is the only Hispanic celebrity 11 Barack Obama 92 46 12 Jon Stewart 60 45 listed in the top 20 celebrities who Hispanics often say 13 John Travolta 94 44 they “like a lot.” 14 Jack Black 87 44 15 Ellen DeGeneres 84 44 16 Kate Winslet 68 44 17 Anthony Hopkins 65 44 18 Tina Fey 59 44 19 Drew Barrymore 82 43 20 Samuel L. Jackson 78 43

Base size of at least 50 respondents for appeal question

www.epollresearch.com - 877-MY EPOLL 37 Market Research About E-Score Celebrity and E-Poll Market Research

Market Research

www.epollresearch.com - 877-MY EPOLL 38 Market Research Some E-Score Celebrity Applications

E-Score Celebrity can help you to evaluate over 4600 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.

www.epollresearch.com - 877-MY EPOLL 39 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 and TV programs:

E-Score®- Celebrity, Character, Character Kids, Character Tots, Brand, Band FastTrack™Television - Broadcast TV, Cable TV, Weekday, Late Night 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.

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