Jerry Seinfeld Tops New List of Favorite Tv Personalities

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THE HARRIS POLL #84 Monday, December 9,1996

JERRY SEINFELD TOPS NEW LIST OF FAVORITE TV PE RSONALlTlES PUSHING TIM ALLEN DOWN TO SECOND PLACE

Oprah Winfrey (#3), Bill Cosby (#4) and David Letterman (#5) retain next three places.

by Humphrey Taylor

For the last 3 years - 1993 through 1995 -- Tim Allen has come top of the Harris Poll's list of most popular TV personalities. This year he has been knocked out of the top spot by Jerry Seinfeld who was #4 in 1993, #3 in 1994 and #2 last year. Having moved up one position each year since 1993, Jerry Seinfeld can now go no higher.

Oprah Winfrey retains her #3 position, Bill Cosby moves up from #5 to #4, and David Letterman drops from #4 to #5.

These are based on the results of a survey of 1,000 adults surveyed between November 8 and 11.

Others who retain their place on this top ten list, with little or no change in their ranking, are Martin Lawrence at #6, Roseanne Barr at #7,Kelsey Grammer at equal #8 and Jay Leno at equal #lo.

The three new names on the list are Rosie O'Donnell (equal #8), Peter Jennings (equal #I 0) and Drew Carey (equal #I0).

Some of these stars are particularly popular among various segments of the total population. Tim Allen is still number one among men. Oprah Winfrejl tops the list among women. Martin Lawrence, in sixth position overall, comes top among people aged 18-24 and among African-Americans.

Louis Harris and Associates, Inc. 11 1 Fifth Avenue NYC (212) 539-9600 - As this is the end of another presidential campaign, it is notable that Tim Allen wins among Republicans while Jerry Seinfeld tops the list among Democrats. 2

The only person on last year's top ten list who drops off this year is Brett Butler.

Looking at the types of shows that favorite TV personalities represent, 37% of all the stars named appear in sitconis or comedy shows, followed by talk shows (14%), prime time dramas (6%), news personalities (4%), game shows (2%), prime time action shows (2%), animated shows (1%) and soap operas (1%).

Humphrey Taylor is the Chairman and CEO of Louis Harris and Associates, Inc. TABLE 1

FAVORITE TV PERSONALITY

"Who is your favorite TV personality?"

Current POSITION IN Position 1995 1994 1993

Jerry Seinfeld Tim Allen Oprah Winfrey Bill Cosby David Letterman Martin Lawrence Roseanne Barr Kelsey Grammer Rosie O'Donnell Peter Jennings Jay Leno Drew Carey

FAVORITE TV PERSONALITY AMONG DIFFERENT GROUPS

Among: Men: Tim Allen and Jerry Seinfeld (equal #I) Women: Oprah Winfrey

Aged 18-24: Martin Lawrence Aged 65 and over: Oprah Winfrey

White: Jerry Seinfeld African-American: Martin Lawrence Hispanic: Jerry Seinfeld

College graduates: Jerry Seinfeld Less than high school: Oprah Winfrey

Republicans: Tim Allen Democrats: Jerry Seinfeld Independents: Jerry Seinfeld MOST POPULAR TYPE OF TV SHOW (based upon favorite TV personality)

Sitcom / Comedy Talk Show Prime Time Drama News Game Show Prime Time Action Animation Soap Opera

DROPPED OUT OF TOP 10 IN 1996 Brett Butler (#I9in 1995) Methodology

This Harris Poll was conducted by telephone within the United States between November 8 and 1 1, 1996, among a nationwide cross section of 1000 adults. Figures for age, sex, race, education and nurr~berof adults in household were weighted where necessary to bring them into line with their actual proportions in the population.

In theory, with a sample of this size, one can say with 95 percent certainty that the results have a statistical precision of plus or minus 3 percentage points of what they would be if the entire adult population had been polled with complete accuracy. Unfortunately, there are several other possible sources of error in all polls or surveys that are probably more serious than theoretical calculations of sampling error. They include refusals to be interviewed (non-response), question wording and question order, interviewer bias, weighting by demographic control data and screening (e.g., for likely voters). It is difficult or impossible to quantify the errors that may result from these factors.

This statement conforms to the principles of disclosure of the National Council on Public Polls.

Study # 618186

Question E2

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