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E-Score Celebrity Special Report Year End 2012

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E-Score Celebrity Special Report Year End 2012 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. Jack Black and Kevin James are new to this year’s top 20 comedians. Queen Latifah again tops the list of daytime TV hosts, closely followed by Ellen DeGeneres and Whoopi Goldberg. New daytime hosts Steve Harvey and Michael Strahan 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 Betty White 100 1 Queen Latifah 99 2 Gabrielle "Gabby" Douglas 98 2 Robin Williams 100 2 Ellen DeGeneres 97 3 AppealAppealMichael Phelps 98 3 Bill Cosby 100 3 Whoopi Goldberg 97 4 Peyton Manning 97 4 Steve Martin 100 4 Rachael Ray 96 5 Shaquille O'Neal 97 5 Bill Murray 100 5 Regis Philbin 96 6 George Foreman 97 6 Eddie Murphy 100 6 Wayne Brady 96 7 Arnold Palmer 96 7 Tim Allen 100 7 Al Roker 94 8 Larry Bird 96 8 Adam Sandler 99 8 Anderson Cooper 94 9 Earvin "Magic" Johnson 96 9 Steve Carell 99 9 Sharon Osbourne 94 10 Terry Bradshaw 96 10 Jim Carrey 99 10 Oprah Winfrey 93 11 AttributesDavid Beckham 96 11 Ray Romano 99 11 Steve Harvey 93 12 Alexandra "Aly" Raisman 95 12 Carol Burnett 98 12 Barbara Walters 92 13 Muhammad Ali 95 13 Kevin James 98 13 Katie Couric 91 14 Kareem Abdul-Jabbar 95 14 Bette Midler 98 14 Kelly Ripa 91 15 Hank Aaron 94 15 Chevy Chase 98 15 Dr. Mehmet Oz 89 16 Apolo Anton Ohno 94 16 Damon Wayans 98 16 Michael Strahan 89 17 John Madden 93 17 Jack Black 98 17 Sara Gilbert 89 18 Dan Marino 93 18 Jim Belushi 98 18 Matt Lauer 87 19 Joe Montana 93 19 Whoopi Goldberg 97 19 Montel Williams 87 20 Emmitt Smith 93 20 Ellen DeGeneres 97 20 Lisa Ling 87 4 Menu www.epollresearch.com - 877-MY EPOLL Market Research 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 the star of TV Land’s comedy, Awareness Lot” Hot in Cleveland 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 Sandra Bullock 100 82 50 Obama, and spoke at the Democratic National Convention. 3 Cote de Pablo 84 18 47 Many of the top 5 celebrities have remained the same, with a 4 Morgan Freeman 100 76 47 few new additions to this year’s list. New to the list, Adele, at 5 Pauley Perrette 84 20 46 #8, released her second album and received 6 Grammy 6 Tom Hanks 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 Liam Neeson was also busy in 2012, appearing in five movies Douglas including the box office hit, Taken 2, which recently topped the 10 Maggie Smith 83 15 43 DVD sales charts. 11 Michael J. Fox 100 68 43 12 Robin Williams 100 81 43 13 James Earl Jones 99 51 42 Gabrielle “Gabby” Douglas and Missy Franklin took on 14 Jim Parsons 89 32 41 the world in the 2012 Olympics in London winning big for 15 Kevin Hart 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 Harrison Ford 100 73 40 Celebrities with lower than average awareness but high appeal 20 Ron Howard 99 61 40 include Maggie Smith (#10), star of PBS’ Downton Abbey, and comedian Kevin 21 Will Smith 100 87 40 Hart (#15) who starred in the 2012 box office hit, Think Like a Man. 6 Menu www.epollresearch.com - 877-MY EPOLL Market Research 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 Kate Gosselin 2 37 48 least appealing list, including Nadya “Octomom” 7 Newt Gingrich 6 68 47 Suleman, Dina Lohan, and Rush Limbaugh. 8 Paris Hilton 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 Lindsay Lohan 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. 8 Menu www.epollresearch.com - 877-MY EPOLL Market Research 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.
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