E-Poll | Market Research, February 2008 Anticipate Newsletter

Introduction

For this issue of Anticipate, we wanted to provide some highlights from our first E-Score Celebrity Quarterly Report. E-Score Celebrity is a robust marketing and programming service that showcases 'bankability' through our unique blend of awareness, appeal and key attribute measures. Our database of over 4,500 profiles offers an in-depth and unequaled perspective into the world of celebrity.

Our goal is to make every issue of Anticipate a valuable resource to our readers. We welcome your suggestions on topics you would like to see covered in future editions.

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The E-Poll Market Research Team

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E-Score Highlights

Who would play Barack Obama in the movie?

Will Smith, of course. In a recent interview with Entertainment Tonight, Obama selected Smith as the actor he would most want to portray him in a movie. Fans were more likely to select Denzel Washington. Both are an excellent choice.

Will Smith and Denzel Washington are among the celebrities who score highest in key attributes that drive overall celebrity appeal in E-Poll’s latest E-Score release. Over 4,500 celebrities are measured in E-Score and evaluated in terms of awareness, appeal, and 46 attributes. Ten of those attributes have been identified as key drivers of overall appeal measures. Both Washington and Smith scored among the highest as “intelligent,” “sincere,” “intriguing,”and “influential.” Will Smith is also at the top of the list as “funny.”

Surprisingly, the two actors had similar or higher scores to the Presidential candidate in a couple of key areas including intelligence and confidence. This is likely the result of the public’s different expectations for the two professions. Obama was more likely to be considered “articulate” and “influential” than Smith or Washington.

Appeal rankings comparing Barack Obama, Denzel Washington and Will Smith

Source: E-Score® Celebrity is conducted weekly among a representative sample of 1100 respondents ages 13+ and encompasses measures of awareness, appeal and a diverse list of 46 key attributes. E-Score Celebrity is the preeminent source of celebrity information used by major brands, agencies and advertisers to guide critical marketing decisions.

Are television actors more appealing than movie actors in 2007?

While most Hollywood agents would push for the big screen as the place for stars to shine, it appears that television is providing actors a great opportunity to attract their fans. Several movie actors who were in E-Score’s 2006 Top 15 Most Appealing Personalities (taken from the E-Score database of over 4,500 names) were replaced in 2007 by actors from the small screen. Reese Witherspoon, Adam Sandler and Samuel L. Jackson were replaced by some compelling TV personalities in 2007; Mariska Hargitay, William Peterson and Ryan Stiles.

Name 2006 Appeal 2007 Appeal
Mariska Hargitay (Law & Order SVU) 76% 76%
William Peterson (CSI) 74% 77%
Ryan Stiles (Two and a Half Men) 74% 77%
Samuel L. Jackson 76% 73%
Reese Witherspoon 78% 74%
Adam Sandler 76% 75%

Source: E-Score® Celebrity is conducted weekly among a representative sample of 1100 respondents ages 13+ and encompasses measures of awareness, appeal and a diverse list of 46 key attributes. E-Score Celebrity is the preeminent source of celebrity information used by major brands, agencies and advertisers to guide critical marketing decisions.

Despite the influx of several TV personalities, most of the names in the Top 15 Most Appealing are movie actors. About 10 of these top 15 appear to be untouchable in terms of year to year appeal, including Tom Hanks, Robin Williams, Morgan Freeman, Michael J. Fox, and Sean Connery. This group rarely shows any fluctuation in terms of attributes or overall appeal.

Highest Appeal 2007

Rank Name Awareness Appeal
"Like a lot / Like"
1 Robin Williams 89 84
2 Morgan Freeman 83 83
3 Tom Hanks 91 82
4 Michael J. Fox 73 82
5 Will Smith 91 81
6 Sean Connery 80 81
7 Denzel Washington 83 80
8 Carol Burnett 64 79
9 Steve Martin 86 78
10 Sandra Bullock 82 78
11 Robert De Niro 78 78
12 Michael Clarke Duncan 40 78
13 William Peterson 36 77
14 Ryan Stiles 42 77
15 Mariska Hargitay 39 76

Highest Appeal 2006

Rank Name Awareness Appeal
"Like a lot / Like"
1 Tom Hanks 93 85
2 Morgan Freeman 82 85
3 Robin Williams 89 83
4 Harrison Ford 86 82
5 Michael J. Fox 73 82
6 Will Smith 89 81
7 Sean Connery 80 81
8 Robert De Niro 82 79
9 Denzel Washington 80 79
10 Steve Martin 86 78
11 Michael Clarke Duncan 40 78
12 Reese Witherspoon 73 78
13 Samuel L. Jackson 77 76
14 Adam Sandler 90 76
15 Carol Burnett 68 76

Source: E-Score® Celebrity is conducted weekly among a representative sample of 1100 respondents ages 13+ and encompasses measures of awareness, appeal and a diverse list of 46 key attributes. E-Score Celebrity is the preeminent source of celebrity information used by major brands, agencies and advertisers to guide critical marketing decisions.
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