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Home , Bette Midler, Betty White, Carol Burnett, Cote de Pablo, Dina Lohan, Eric Stonestreet

E-Score Celebrity Special Report Year End 2012

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 the Highest E-Score: By Category………………………..…………………….. 4  Most Appealing Celebrities of 2012………………………………………………………………… 6  Least Appealing Celebrities of 2012…..……………………………………………………………. 8  Celebrities with Biggest Gains and Declines in Appeal.……………………………………...... 10  Celebrity Up & Comers………………………………………………………………………………. 13  Most Appealing TV Actors By Generational Groups……………………………………………… 15  Most Appealing Hispanic Celebrities……………………………………………………………….. 20  Most Appealing African-American Celebrities……………………………………………………... 22  Appeal Among the Faith-Based Audience…………………………………………………………. 24  About E-Score Celebrity & E-Poll Market Research……………………………………………… 26  Contact Information…………………………………………………………………………………... 29

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

The E-Score Celebrity database includes more than 7,000 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 (“Like a Lot” to “Dislike a Lot”) • More than 40 attributes + open ends • A celebrity’s E-Score is calculated based on combined awareness and appeal, and each celebrity is ranked relative to all celebrities on a scale from 1 to 100

Please Note: Throughout this report… • Only celebrities with at least 15% awareness are referenced, except in the case of the “Up & Comers” list which includes celebrities with awareness between 6% and 15%. • Lists include the Top 20 celebrities per category. • Category averages are comprised of the most recent fielding for all celebrities in a specific category fielded within the past year. • Data fielded in the 2012 calendar year is included; some comparisons to prior year. • Deceased celebrities are not included in rankings. • Names appear in red for celebrities that are pictured.

3 Menu www.epollresearch.com - 877-MY EPOLL Market Research Celebrities with the Highest E-Score: By Category

Top celebrities in the athlete, comedian, and daytime TV host categories remain fairly consistent with last year, though several 2012 Olympic gold medal winners like Gabby Douglas, Michael Phelps, and Aly Raisman are among the top athletes. and Kevin James are new to this year’s top 20 comedians. again tops the list of daytime TV hosts, closely followed by Ellen DeGeneres and . New daytime hosts Steve and enter at #11 and #16, respectively.

*The Celebrity E-Score combines awareness and appeal, and ranks all celebrities in the database on a scale from 1 to 100.

Rank Name E-Score Rank Name E-Score Rank Name E-Score Average for Athletes 39 Average for Comedians 72 Average for Daytime TV Hosts 70 1 Michael Jordan 99 1 100 1 Queen Latifah 99 2 Gabrielle "Gabby" Douglas 98 2 100 2 Ellen DeGeneres 97 3 AppealAppealMichael Phelps 98 3 100 3 Whoopi Goldberg 97 4 Peyton Manning 97 4 100 4 96 5 Shaquille O'Neal 97 5 100 5 96 6 George Foreman 97 6 100 6 96 7 Arnold Palmer 96 7 100 7 Al Roker 94 8 Larry Bird 96 8 99 8 94 9 Earvin "" Johnson 96 9 99 9 94 10 Terry Bradshaw 96 10 99 10 93 11 AttributesDavid Beckham 96 11 99 11 93 12 Alexandra "Aly" Raisman 95 12 98 12 92 13 Muhammad Ali 95 13 Kevin James 98 13 Couric 91 14 Kareem Abdul-Jabbar 95 14 98 14 91 15 Hank Aaron 94 15 98 15 Dr. 89 16 Apolo Anton Ohno 94 16 Damon Wayans 98 16 Michael Strahan 89 17 John Madden 93 17 Jack Black 98 17 89 18 Dan Marino 93 18 Jim Belushi 98 18 Matt Lauer 87 19 Joe Montana 93 19 Whoopi Goldberg 97 19 87 20 Emmitt Smith 93 20 Ellen DeGeneres 97 20 Lisa Ling 87

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Most Appealing Market Research Celebrities of 2012

5 Menu www.epollresearch.com - 877-MY EPOLL Market Research Most Appealing Celebrities of 2012

Among total respondents ages 13+ Betty White, who once again tops the list as the most % Total % “Like A Rank Name E-Score appealing celebrity in 2012, is of TV Land’s , Awareness Lot” Hot in and NBC’s reality comedy, Betty White’s Off Average for all Celebrities 57 20 17 Their Rockers. In 2012 White won a SAG Award for best 1 Betty White 100 83 52 female actor in a comedy series, endorsed President Barack 2 100 82 50 Obama, and spoke at the Democratic National Convention. 3 84 18 47 Many of the top 5 celebrities have remained the same, with a 4 100 76 47 few new additions to this year’s list. New to the list, , at 5 84 20 46 #8, released her second and received 6 Grammy 6 100 84 46 Awards in 2012 including Album of the Year. She also 7 Carol Burnett 98 54 44 welcomed her new son later in the year. 8 Adele 92 33 43 Gabrielle "Gabby" 9 98 47 43 was also busy in 2012, appearing in five movies Douglas including the box office hit, 2, which recently topped the 10 83 15 43 DVD sales charts. 11 Michael J. Fox 100 68 43 12 Robin Williams 100 81 43 13 99 51 42 Gabrielle “Gabby” Douglas and Missy Franklin took on 14 89 32 41 the world in the 2012 Olympics in London winning big for 15 84 18 41 the USA. Douglas (gymnast) is the first American to win 16 Liam Neeson 98 52 41 gold in both the all-around and team competitions. Franklin 17 Missy Franklin 86 18 41 (swimmer) won four gold medals and was named the 18 Bill Cosby 100 82 40 American Swimmer of the Year. 19 100 73 40 Celebrities with lower than average awareness but high appeal 20 99 61 40 include Maggie Smith (#10), star of PBS’ Downton Abbey, and comedian Kevin 21 100 87 40 Hart (#15) who starred in the 2012 box office hit, Think Like a Man.

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Least Appealing Market Research Celebrities of 2012

7 Menu www.epollresearch.com - 877-MY EPOLL Market Research Least Appealing Celebrities of 2012

“Least Appealing” celebrities typically are guilty of bad or Among total respondents ages 13+ inappropriate behavior, but the ubiquitous nature of their celebrity % Dislike A is also to blame. Most are in the news regularly and have much Rank Name E-Score % Aware Lot /Dislike higher than average “over-exposed” measures. Average for All Celebrities 57 20 5 Alana "Honey Boo Boo" Thompson is new to the 1 Nadya "Octomom" Suleman 1 42 61 “least appealing” list #5. In 2012, Here Comes 2 Dina Lohan 1 20 53 Honey Boo Boo premiered to strong ratings but 3 Mike "The Situation" Sorrentino 1 32 52 mixed reviews. Despite high negatives, one of 4 Rush Limbaugh 47 51 52 Thompson’s top attributes is “funny.” Alana "Honey Boo Boo" 5 23 40 51 Thompson Several of the top 5 were also featured on the 2011 6 2 37 48 least appealing list, including Nadya “Octomom” 7 Newt Gingrich 6 68 47 Suleman, Dina Lohan, and Rush Limbaugh. 8 7 69 47 Limbaugh moved up on the list in 2012, possibly 9 Heidi Montag 1 21 46 due to controversial comments about Sandra Fluke. 10 4 65 46 He generates the highest E-Score in the group due 11 Jon Gosselin 1 33 45 to his polarizing personality which generates strong 12 Jesse James 1 34 44 feelings on both ends of the scale.

13 Nicole "Snooki" Polizzi 19 45 44 Chris Brown’s appeal continued to decline in 14 Chris Brown 16 41 43 2012, landing him at #14 on the least appealing 15 Marilyn Manson 2 45 43 list. He drew negative attention in June of 2012 16 Rev. Al Sharpton 11 46 42 after a bar brawl with singer Drake. 17 Michele Bachmann 33 27 40 18 Eliot Spitzer 1 18 39 19 Kim Kardashian 37 67 39 Kim Kardashian still generates negative PR in her 20 Kris Jenner 9 36 39 ongoing battle for divorce from Kris Humphries. Her 21 Kanye West 16 49 38 relationship with Kanye West may have impacted West’s appeal also: he is back on the least appealing list, along with Kardashian’s mom, Kris Jenner.

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Celebrities with Biggest Market Research Gains and Declines in Appeal

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

Among total respondents 13+ Not surprisingly, a number of 2012 Olympic athletes saw a large increase in appeal from 2011 to 2012. Point Increase in % % "Like A Misty May-Treanor, the three time Olympic gold medalist, Rank Name E-Score Likeability Aware Lot" received a 25 point increase in appeal in 2012. She and Within Past Kerri Walsh won gold in Olympic volleyball. Year 1 Misty May-Treanor 87 19 37 25 Alexandra “Aly” Raisman, captain of ’s Alexandra "Aly" gymnastics team, earned gold in London and signed 2 95 30 32 17 Raisman endorsements with Poland Spring and Pandora Jewelry 3 Kerri Walsh 80 15 28 16 following the Summer Olympics.

4 90 29 34 16 star Madeleine Stowe was nominated for a 5 Kate Middleton 98 53 29 14 Golden Globe in 2012 for her role as the menacing femme 6 Theresa Caputo 57 16 22 13 fatale in the series, and came in fifth on People Magazine’s 7 Michael Phelps 98 70 19 11 “Most Beautiful Women” list. Her appeal increased by 10 8 89 23 26 11 points from 2011 to 2012. 9 Madeleine Stowe 87 20 21 10 10 88 39 30 10 made a return to TV in the 2010 season of 11 97 94 28 10 and in 2012 earned an Emmy Award 12 Liam Neeson 98 52 41 10 nomination for her role. 13 86 18 26 10 14 J.R. Martinez 85 22 29 10 Tyler Perry, one of the most successful black filmmakers 15 Alison Sweeney 86 23 24 9 in , was in the news in 2012 for more than 16 87 20 36 9 movie-making. He hosted fundraisers for President Obama 17 Usain Bolt 79 27 18 9 and volunteered his private jet to transport Whitney 18 Mayim Bialik 89 26 23 8 ’s body home after her death. He also starred in 19 Shemar Moore 90 29 38 8 the stage show Madea Gets a Job, the movie Alex Cross, 20 80 18 19 8 and secured a deal for two new TV series for Oprah’s OWN. He comes in at #10.

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

Among total respondents 13+ Point Unlike his Olympic counterparts, Ryan Lochte Decrease experienced a decrease in likeability in 2012, likely due to % % "Like A in Rank Name E-Score his lackluster performance in London after proclaiming Aware Lot" Likeability that the games were going to be “my time.” His poor Within Past Year interview skills, which were spoofed on SNL, also may have contributed to the decline. Nevertheless, he will 1 Ryan Lochte 66 22 9 -16 appear in a new reality show in April titled, What Would Ryan Lochte Do? 2 79 24 14 -15 3 Atticus Shaffer 75 17 15 -13 4 Hope Solo 73 21 16 -12 Soccer goalie Hope Solo saw her appeal drop by 12 5 Nicki Minaj 56 49 10 -12 points in the same year she married Jerramy Stevens 6 88 28 24 -11 hours after he was for fourth degree domestic 7 Jenni "J-Woww" Farley 26 22 9 -11 violence. Earlier in the year she lashed out at former US soccer star Brandi Chastain after Chastain criticized the 8 98 82 16 -11 US Women’s Soccer team’s performance. 9 81 18 21 -10 10 Andrew Zimmern 78 18 21 -10 Nicki Minaj saw a large decrease in appeal after a 11 74 15 19 -10 tumultuous year in which she cursed and threatened 12 Will.i.am 82 32 11 -10 on , had a feud with 13 87 27 21 -9 , cancelled a concert at the last minute, 14 Russell Brand 61 51 9 -9 and released a new album to less than stellar reviews. 15 Simon Baker 91 31 23 -9 16 Soledad O'Brien 64 15 11 -9 17 Paula Deen 93 64 19 -8 Cook, host, restaurateur, author, and actress Paula 18 Dirk Nowitzki 83 20 19 -8 Deen angered many by “hiding” the fact that she has 19 Wiz Khalifa 55 15 16 -8 Diabetes while promoting fatty, sugary foods. 20 Big Boi 61 15 14 -8 21 Anne Burrell 65 16 16 -8

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Celebrity Up & Comers Market Research

12 Menu www.epollresearch.com - 877-MY EPOLL Market Research 2012 Up & Comers

Among total respondents 13+ The “Up & Comers” list includes talent that may hover below the radar, with lower than average % "Like Rank Name E-Score % Aware Profession awareness, but strong appeal among those aware A Lot" of them, thus suggesting big potential. Average for All Celebrities 57 20 17 Topping this year’s Up & Comers 1 Jenna Marbles 63 9 48 YouTube personality list is Jenna Marbles. Marbles is a 2 John Oliver 71 10 40 Comedian - The Daily Show breakout YouTube personality who 3 77 12 38 Actress - Victorious got national attention for a video 4 67 8 38 Actress - Rookie Blue titled, How to Trick People Into 5 64 9 37 Actor - Thinking You’re Good Looking. 6 78 12 35 Actor - Community 7 Lucy Hale 68 10 35 Actress - Pretty Little Liars Community star Donald Glover generates strong appeal, particularly 8 Aubrey Plaza 59 7 35 Actor - Parks and Recreation among 13 to 24 year olds. Known for 9 Lauren London 59 7 35 Actress - Single Ladies his versatility as a comedian, rapper, 10 Cobie Smulders 78 12 33 Actress - actor, and writer, in 2012 he released 11 58 6 33 Singer - Won The Voice 2013 an album, a comedy DVD, and Actor - Horrible Bosses, Always 12 Charlie Day 57 10 33 campaigned to be the new Spiderman. Sunny in Sanya Richards- 13 65 7 33 Athlete - Olympic Gold Medalist Three Pretty Little Liars cast members made the Ross Up & Comers list: Lucy Hale, Ashley Benson, 14 Ashley Benson 71 9 31 Actress - Pretty Little Liars and Shay Mitchell. Hale is also a singer, who 15 Allyson Felix 62 7 31 Athlete - Olympic Gold Medalist recorded a country music album for release later 16 Melanie Amaro 60 9 31 Singer - Winner on this year. She has the highest appeal of the three. 17 Darren Criss 69 11 30 Actor - 18 Shay Mitchell 57 9 30 Actress - Pretty Little Liars Lauren London, from VH1’s 19 Daniela Ruah 72 12 29 Actress - NCIS Single Ladies, debuted on the list 20 Aaron Paul 66 7 29 Actor - Breaking Bad at #9. She is also slated to join the cast of BET’s in 2013. Celebrities with awareness between 6% and 15%

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Most Appealing TV Market Research Actors by Generational Groups

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Among Older Baby Boomers, Age 59 to 67 % % "Like A Rank Name Current/Most Recent TV Show Aware Lot" Older Boomers continue to enjoy crime procedurals, with many Average for all Celebrities 22 15 actors from this genre among the most appealing in 2012. CSI and NCIS both have a strong showing with three actors from CSI and 1 Anna Belknap 15 67 CSI: NY five actors from NCIS making the list: Pauley Perrette, Cote de 2 Pauley Perrette 31 63 NCIS and Off Pablo, , and Sean Murray. 3 Betty White 93 62 Their Rockers 4 Cote de Pablo 38 59 NCIS Arrested Development 5 Ron Howard 91 56 (Narrator) 6 Shemar Moore 32 55 7 Carol Burnett 83 54 Various 8 Bill Cosby 94 50 Comedic actresses are also popular among Older Boomers, with Whoopi 9 95 50 Glee Goldberg Betty White and her Hot in Cleveland co-star among

10 Julie Bowen 19 50 the most appealing, coming in at #3 and #17, respectively. 11 Mark Harmon 76 49 NCIS 12 94 48 13 Jeff Dunham 20 48 Various 14 Mariska Hargitay 49 46 Law & Order: SVU 15 George Eads 33 46 CSI 16 Alison Sweeney 26 46 Days of Our Lives 17 Jane Leeves 22 46 Hot in Cleveland Julie Bowen, , Whoopi Goldberg, and Carol Burnett 18 74 45 CSI and CSI: NY also make the top 20 list. Burnett, a pioneer for , 19 Kaley Cuoco 16 43 The Big Bang Theory will also be appearing in an episode of Hot in Cleveland in 2013. 20 Sean Murray 20 43 NCIS

15 Menu www.epollresearch.com - 877-MY EPOLL Market Research Most Appealing TV Actors Among Younger Boomers

Fringe’s resident mad scientist and fan favorite John Among Younger Baby Boomers, Age 49 to 58 Noble is at the top of the list of most appealing TV % % "Like Rank Name Current/Most Recent TV Show personalities among Younger Boomers. Though the Aware A Lot" Sci-Fi series came to a close in 2012, it had a small Average for all Celebrities 22 17 but loyal fan base. Noble will be making an 1 John Noble 15 59 Fringe appearance in The Good Wife in 2013. Hot in Cleveland and Off Their 2 Betty White 94 55 Rockers Hot in Cleveland is popular among Younger Boomers 3 Ron Howard 90 52 Arrested Development (Narrator) with Betty White and co-star 4 Carol Burnett 88 51 Various among the most appealing TV actors in 2012. 5 Pauley Perrette 30 51 NCIS 6 20 50 Modern Family Younger Boomers also enjoy crime dramas such as NCIS, Criminal 7 85 47 Brothers & Sisters Minds, CSI, and Five-O. NCIS had the strongest showing 8 Shemar Moore 37 44 Criminal Minds with four celebrities on the list: Pauley Perrette, Michael 9 27 44 NCIS Weatherly, Sean Murray, and David McCallum. 10 Sean Murray 16 44 NCIS A few newcomers to the list are Eric Stonestreet from Modern 11 Valerie Bertinelli 83 41 Hot in Cleveland Family and Kaley Cuoco from The Big Bang Theory, who join 12 Maggie Smith 16 41 Downton Abbey other returning stars Jim Parsons and Billy Gardell. 13 David McCallum 34 40 NCIS 14 Reba McEntire 88 38 Malibu Country 15 Gary Sinise 67 38 CSI and CSI: NY 16 Jim Parsons 37 38 The Big Bang Theory 17 Kaley Cuoco 24 38 The Big Bang Theory 18 Billy Gardell 20 38 Mike and Molly 19 18 37 Children's Hospital 20 J.R. Martinez 31 36 Maggie Smith, star of Downton Abbey, came in at 21 Poppy Montgomery 29 36 Unforgettable #12 and Reba McEntire made the list at #14 after

22 Park 18 36 Hawaii Five-O premiering her new show Malibu Country in 2012.

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Among Generation X, Age 37 to 48

% % "Like A Current/Most Recent TV Rank Name Betty White and Maggie Smith are Aware Lot" Show the most appealing TV actors among Average for all Celebrities 22 16 Generation X in 2012, though Smith’s Hot in Cleveland and Off awareness is much lower than White’s. 1 Betty White 85 54 Their Rockers Dame Maggie Smith has enjoyed a 2 Maggie Smith 15 54 Downton Abbey resurgence thanks to her acid-tongued character Violet on Downton Abbey. 3 Cote de Pablo 18 49 NCIS 4 Pauley Perrette 23 45 NCIS 5 15 45 The Big Bang Theory While NCIS is also a popular show among Generation X, 6 Ed Helms 18 43 The Office play a more prominent role than they do among Boomers. Several of 7 Masaharu Morimoto 15 43 Iron Chef The Big Bang Theory stars are among the most appealing: Kunal 8 Alex O'Loughlin 15 43 Hawaii Five-O Nayvar, Kaley Cuoco, Jim Parsons, and Johnny Galecki. Ed 9 Kaley Cuoco 32 42 The Big Bang Theory Helms from The Office, now in its last season, also made an 10 Michael Weatherly 22 42 NCIS appearance on the list, coming in at #6. 11 Carol Burnett 69 41 Various 12 Jim Parsons 40 41 The Big Bang Theory 13 Julie Bowen 24 41 Modern Family 14 Timothy Olyphant 20 40 Justified 15 Bill Cosby 88 39 The Cosby Show 16 Eric Stonestreet 21 39 Modern Family 17 David McCallum 16 38 NCIS Bill Cosby enjoys strong residual appeal from The 18 Johnny Galecki 36 38 The Big Bang Theory Cosby Show, which many Generation X’ers grew up 19 Michael C. Hall 18 38 Dexter watching. He comes in at #15. Other sitcom stars 20 Loretta Devine 21 37 Grey's Anatomy include Julie Bowen and Eric Stonestreet.

17 Menu www.epollresearch.com - 877-MY EPOLL Market Research Among Millennials, Age 19 to 36

% "Like A Current/Most Recent TV Rank Name % Aware Betty White proves she truly has cross generational appeal, Lot" Show ranking atop the list of most appealing TV actors among Average for all Celebrities 18 17 Millennials. Her star-studded 90th Birthday Special was such a Hot in Cleveland and Off ratings success for NBC in January of 2012, that it was 1 Betty White 73 48 Their Rockers repeated in 2013. 2 Jim Parsons 28 45 The Big Bang Theory 3 Donald Glover 15 42 Community Nearly all of the actors on the Millennial “most appealing” list 4 69 41 are featured in comedies, including shows like How I Met Your 5 Alyson Hannigan 28 41 How I Met Your Mother Mother, The Big Bang Theory, and Modern Family. 6 38 40 How I Met Your Mother 7 Simon Pegg 18 39 Alyson Hannigan and her on- Alexander 8 16 39 screen husband Jason Segel come Skarsgard in at #6 and #7 on the list. Their 9 Kaley Cuoco 26 38 The Big Bang Theory How I Met Your Mother co-star Neil 10 Julie Bowen 22 38 Modern Family Patrick Harris comes in at #18. 11 Eric Stonestreet 21 37 Modern Family 12 Christina Hendricks 19 37 Mad Men Donald Glover and Simon Pegg star in niche 13 43 36 Bored to Death shows Community and Robot Chicken, 14 15 36 Homeland respectively. Both have modest awareness but 15 Jeffrey Donovan 16 36 Burn Notice strong appeal among Millennials. Awareness for 16 Louis C.K. 24 36 Louie both actors is strongest among younger It's Always Sunny in 17 Rob McElhenney 16 36 Philadelphia Millennials, age 13 to 24. Glover is also featured 18 62 35 How I Met Your Mother in the Up & Comer list based on the strength of 19 46 35 Boardwalk Empire his appeal. 20 23 35 Parks & Recreation

Most Appealing Hispanic Market Research Celebrities

19 Menu www.epollresearch.com - 877-MY EPOLL Market Research Most Appealing Hispanic Celebrities

Cote de Pablo, who also ranks high on the overall most Among total respondents 13+ appealing celebrity list (#3), comes in at #1 on the list of Rank Name % Aware % "Like A Lot" Most Appealing Hispanic Celebrities.

Average for all Celebrities 20 17 Two Modern Family cast members made the Most 1 Cote de Pablo 18 47 Appealing Hispanic Celebrities list. Sofia Vergara came 2 Sofia Vergara 42 32 in at #2 with 42% who are “aware” of her and 32% who 3 Gabriel Iglesias 17 31 like her “a lot.” 4 22 30 5 J.R. Martinez 22 29 Vergara’s son on the series, , is less well 6 Louis C.K. 18 28 known with 15% awareness, but has higher than average appeal at 24% “like a lot.” 7 50 27 8 Cesar Millan 21 26 9 Adam Rodriguez 15 26 Though not well known as a Hispanic celebrity, Louis C.K. 10 52 25 has part Mexican ancestry. The stand-up comedian and 11 76 24 star of Louie is in the #6 spot with 28% saying they like him 12 35 24 “a lot”. He is also #16 on the list of most appealing TV 13 Zoe Saldana 20 24 actors among Millennials with 36% who say the same. 14 Rico Rodriguez 15 24 15 Shakira 36 22 Soon to be a new judge on The Voice, singer Shakira 16 23 22 came in at #15 with 36% who are “aware” of her and 22% 17 Jorge Garcia 23 22 who like her “a lot.” She is most frequently described as 18 Christina Milian 16 22 “sexy” and “talented.” 19 Rafael Nadal 16 22 first gained notice for his unforgettable role 20 Madeleine Stowe 20 21 Jorge Garcia on Lost and is staying current by taking on new roles, 21 18 21 including one on the television series Alcatraz, as well as 22 Fred Armisen 17 21 appearing on Once Upon A Time. He is #17 on the list.

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Most Appealing African Market Research American Celebrities

21 Menu www.epollresearch.com - 877-MY EPOLL Market Research Most Appealing African American Celebrities

Gabrielle “Gabby” Douglas ranks second on the “Most Among total respondents 13+ Appealing African American Celebrities” list, just below Morgan Freeman. Douglas is also #9 on the Most Rank Name % Aware % "Like A Lot" Appealing Celebrities of 2012 list.

Average for all Celebrities 20 17 Actor , who was nominated for the 1 Morgan Freeman 76 47 Best Actor Academy Award for Flight, comes in at #7 on Gabrielle "Gabby" 2 47 43 the list of Most Appealing African American Celebrities. Douglas He was also in the popular thriller Safe House in 2012, 3 James Earl Jones 51 42 which topped the box office in February. 4 Kevin Hart 18 41 5 Bill Cosby 82 40 Still starring in the crime drama Person of Interest, Taraji 6 Will Smith 87 40 P. Henson also starred in Steve Harvey’s book based film 7 Denzel Washington 72 39 Think Like a Man. Henson, who only has 16% awareness, 8 Taraji P. Henson 16 37 scored 37% “like a lot” among total respondents. 9 18 35 10 Tony Dungy 28 34 11 Terry Crews 26 33 Samuel L. Jackson had a busy year with the release of 12 Loretta Devine 18 33 five movies including The Avengers and Django Dwayne "The Rock" Unchained. Jackson ranks #18 and has a 67% 13 70 31 Johnson awareness among total respondents. 14 Robin Roberts 32 30 15 Tyler Perry 39 30 Dancing With the Stars 2011 winner, actor, Army veteran, 16 Eddie Murphy 85 29 and motivational speaker J.R. Martinez ranks #19. He 17 Stevie Wonder 70 29 also appears on the lists of Most Appealing Hispanic 18 Samuel L. Jackson 67 29 Celebrities (#5) and Biggest Gain in Appeal (#14). In 19 J.R. Martinez 22 29 2012, Martinez released a memoir, Full of Heart, detailing his experiences in the Iraqi war.

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Appeal Among the Faith- Market Research Based Audience

23 Menu www.epollresearch.com - 877-MY EPOLL Market Research Most Appealing Celebrities Among a Faith-Based Audience

“Faith-based” or “faith-supportive” entertainment attracts some of the entertainment industry’s top talent. These are the most appealing Film and TV actors among respondents who say they attend regular services for their faith*.

FILM ACTORS TV ACTORS

% "Like a % "Like a Rank Film Actor Name % Aware Rank TV Actor Name % Aware Lot" Taraji P. Henson Lot" Kirsten Vangsness Average for all Celebrities 15 15 Average for all Celebrities 15 15 1 Sandra Bullock 81 51 1 Kirsten Vangsness 17 53 2 James Earl Jones 51 44 2 Cote de Pablo 15 52 3 49 44 3 Betty White 80 51 4 Morgan Freeman 70 44 4 Sean Murray 15 49 5 Taraji P. Henson 15 43 Kevin Hart Sean Murray 5 Pauley Perrette 20 49 6 Kevin Hart 16 41 6 Carol Burnett 55 49 7 Robin Williams 77 41 7 Bill Cosby 84 46 8 Liam Neeson 50 41 8 Shemar Moore 30 46 9 Jim Caviezel 21 41 9 44 44 10 51 40 10 Jeff Dunham 21 44 11 Denzel Washington 70 40 Liam Neeson Shemar Moore 11 Michael J. Fox 70 43 12 Tom Hanks 79 40 13 Dwayne Johnson 54 39 12 Loretta Devine 19 40 14 Steve Carell 60 38 13 Kaley Cuoco 25 39 15 21 38 14 Michael Weatherly 20 39 16 Harrison Ford 72 38 15 David McCallum 22 39 17 75 38 Amy Adams 16 William Petersen 30 38 Loretta Devine 18 81 38 17 Mike Rowe 33 38 19 Sally Field 55 38 18 Julie Bowen 16 38 20 78 37 19 Eric Stonestreet 18 37 21 69 37 20 Alexis Bledel 24 36 Among total respondents 13+ * “I attend regular services for my faith” – “agree strongly/somewhat” 24 Menu www.epollresearch.com - 877-MY EPOLL Market Research

About E-Score Celebrity and E-Poll Market Research

Market Research

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

E-Score Celebrity can help you to evaluate over 7,000 personalities quickly and easily. Following are some specific ways you can use the E-Score Celebrity database:

Evaluate a specific personality for a campaign . Locate personality in database or field new E-Score report in two weeks . Measure celebrities’ strengths/weaknesses to determine positioning in a campaign

Identify individual to match campaign goals . Database can match specific campaign requirements (target audience, brand, etc.) . Review short list to identify best fit with campaign (i.e.: males with high awareness, funny, attractive, & trustworthy)

Find new talent . Search database for ‘low aware’ and ‘high appeal’ personalities . E- Poll submitted over 800+ new names into the database in 2012

Compare personalities to category averages (i.e. host, spokesperson, athlete, etc.) . Pull reports for each personality . Compare celebrities to find complementary personalities

Track individual over time . Update individual as needed to reflect changing viewer attitudes/specific events . Identify positive and/or negative trends

Profile those who find a celebrity appealing . Identify which celebrities appeal to a specific demographic group – by age/gender/ethnicity, etc.

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

E-Poll Market Research provides full service quantitative and qualitative consumer research to media and entertainment companies, agencies, and Fortune 1,000 enterprises. E-Poll's proprietary consumer panel enables clients to reach their target audience quickly and cost-effectively. From the broadest national panel to hard-to-reach niches, we provide easy, affordable access to sample groups of all sorts and sizes.

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

E-Score® – Celebrity, Character, Character Kids, Character Tots, Brand, Music Program Pulse – Broadcast TV, Cable TV, Weekday, , Program Premiere Tracking FocusPoint™ – Online/Offline Qualitative Services E-Profiler™ – Product, Category, & Media Consumption Matrix Nielsen/E-Poll ® N-Score – National, Local

Our hands-on, consultative approach combined with our deep industry expertise empowers clients to succeed in today's complex media environment. From our world renowned research products, to our sophisticated custom studies, E-Poll has a solution to meet every research need and budget.

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Adrienne Portillo Weston Werntz Sr. Research Manager Research Coordinator [email protected] [email protected]

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