New data from E-Poll Market Research shows Presidential candidate Mitt Romney trails Barack Obama in key personality attributes among selected voter groups.  The national poll asks respondents to describe the candidates’ personality attributes and shows that both women and Latinos consider Romney more “cold,” “insincere” and “rude” than Obama, and less “experienced,” “compassionate” and “trustworthy.”

National polls show that Romney trails Obama among both women and Hispanics by significant margins.  This research shows some reasons why. “Personality traits are often as important as the message when a candidate is trying to turn things around,” says E-Poll Market Research President & CEO Gerry Philpott. “While making some gains among women recently, Romney will have a hard time extending beyond that when 28 percent of them consider him insincere.” Adding, “Romney’s  ‘binders full of women’ statement last night may play even more into these perceptions.”

Results show that Romney is considered “cold” by 29 percent of Latinos, as opposed to only 6 percent who feel the same way about Obama.  30 percent of Latinos describe Obama as “sincere,” while only 5 percent regard Romney that way. Among women, Romney’s gaps are less severe, but still sizeable.  25 percent of women describe Obama as “compassionate,” while only 10 percent believe that of Romney.  Obama also holds a 10-point advantage among women for the attribute “trustworthy.”

E-Score Celebrity is conducted weekly among a nationally representative sample of 1,100 respondents ages 13+ and evaluates each personality on measures of awareness, appeal and 46 key personality attributes. These results are from the survey date of Sept. 27, 2012.

These tables show the percentages of respondents from each demographic group who selected a given attribute to describe the candidate.

E-Score Celebrity is conducted weekly among a nationally representative sample of 1,100 respondents ages 13+ and evaluates each personality on measures of awareness, appeal and 46 key personality attributes. These results are from the survey date of Sept. 27, 2012.

About E-Poll Market Research

Headquartered in Encino, CA, E-Poll Market Research is a leading provider of consumer research to media and entertainment companies, agencies and Fortune 1,000 enterprises. E-Poll’s research products include the E-Score^® family of celebrity, character and brand evaluations and Program Pulse™ Television.

About E-Score^® Celebrity

With a database of more than 7,000 individuals, E-Score Celebrity is the preeminent source of celebrity tracking information used by major brands, agencies and advertisers to guide critical marketing decisions.  It is part of the family of E-Score products produced by E-Poll Market Research.

For complete results or more information contact E-Poll Market Research: press@epoll.com

Pepsi Looks to Simon Cowell to Challenge Coke

Pepsi and Coke have been locked in a fierce battle for cola supremacy for decades.  Coming off a period of declining sales, with industry data showing both Coke and Diet Coke now surpassing Pepsi, Pepsi recently opened a new front in the cola wars with its sponsorship of The X Factor.  Starring Simon Cowell, The X-Factor will challenge Cowell’s former program, American Idol, and its long-time promotional partner Coke.

In these overlapping rivalries Pepsi seems to have found an ideal situation. The contest between American Idol and The X Factor mimics the competition between the two soft drink companies.  Coke and American Idol are the stalwart brands with years of market leadership, while Pepsi and the upstart newcomer The X Factor look to take down the establishment.   What can Simon Cowell and The X Factor offer to Pepsi in their battle with Coke?

Cowell’s Attribute Scores

Pepsi has touted itself as “the choice of a new generation” with the intention of focusing on younger audiences and implying that Coke is tired and old.  Pepsi also gained attention with its aggressive “Pepsi Challenge” calling out Coke as having inferior taste.

According to E-Score Celebrity data, Cowell is considered Aggressive (31%), Confident (35%) and Influential (28%).   A risk for Pepsi is that Cowell is also perceived as Rude (42%) and Mean (39%).    However, Cowell’s strong personality and attitude compliment Pepsi’s interest in reigniting the cola wars and taking an aggressive position.

Cowell’s contribution to the Pepsi brand may serve as a model for other X Factor sponsors demonstrating how his uniqueness can supplement a brand’s directive.  E-Score Celebrity can demonstrate how a personality can aid in a new brand strategy.

Biggest Decliners: One Olympian for whom the games did not produce an increase in appeal is Ryan Lochte, who heads the list of biggest decliners, with a drop of 16 points in appeal.  Also declining were outspoken American Idol judge Nicki Minaj and former comedian Andy Stamberg who ended his long tenure on Saturday Night Live.

The football season is almost over. The pads are off for most players, and the marketing helmet is being put on. With just one more game to play, we looked at the marketability of notable players in the upcoming Super Bowl, and some past MVPs of the game, through the lens of E-Score Celebrity.

The 2016 NFL season was amazing for many reasons. This year saw the rise of rookies like Dak Prescott (E-Score 60) and Ezekiel Elliott, whose 78 E-Score is the ninth highest among current NFL players and tops among rookies. This season also saw Drew Brees take over the top E-Score (88) among active players with the retirement of longtime title-holder Peyton Manning. We almost saw a Super Bowl between two top-six E-Scores, had Aaron Rodgers (E-Score 86 | #4) been able to hold off the Atlanta Falcons to meet Tom Brady (E-Score 82 | #6) in the big game.

Big Game Names

Although we are not getting the intriguing top-six E-Score matchup in the Super Bowl, we still have a compelling game between two very different teams. The upstart Atlanta Falcons are Exciting, their most notable attribute according to E-Score Brand, while the Super Bowl staple New England Patriots are A Leader and the “best team in NFL history,” according to several brand comments.

The marketability of players on the two teams is very different as well. We looked at the average E-Score of notable players on both teams, and the New England Patriots win the E-Score Bowl. Their average E-Score of 67 is 42% higher than Atlanta’s 47 average, largely aided by Brady’s 82 and Rob Gronkowski’s 77 E-Scores. While Gronk will not be able to affect the game due to injury, E-Score data suggests people believe the Falcons’ Julio Jones will have a major impact on the Super Bowl, as the multifaceted receiver is considered the most Dynamic and most Talented among this group. One person describes Jones saying, “He can really fly and I have found him to be very funny when I read some of his blogs.”

Brady’s Comeback

Offensive Rebound

One of the main storylines of the game is Tom Brady’s rebound from the 2015 Deflategate scandal.

Brady is proof that winning cures all in sports. His MVP caliber performance this year caused his overall E-Score (82) to rebound to pre-Deflategate numbers, from its all-time low of 50 following the ruling. The public’s perception of Brady is improving as well. Although still the least appealing notable player in this year’s Super Bowl with an Appeal score of 36%, his Appeal has increased 9 points since 2015. Comments about Brady have also improved. Back in 2015 Brady was described as a “cheater” by many, with one person saying, “Deflate gate has changed his reputation forever.” The latter turned out be false as people are now saying he, “Will go down as one of the great football players of all time,” and he is “Maybe the best quarterback ever.”

Super MVPs

Back to the Future: Past Super Bowl MVPs

Who the 2017 Super Bowl MVP will be is anyone’s guess, but one thing is certain, he will be entering an exclusive club. There have only been 51 Super Bowl MVPs in history (50 Super Bowls, but Super Bowl XII had two MVPs and five have won the award multiple times [Bart Starr-2, Terry Bradshaw-2, Joe Montana-3, Eli Manning-2, and Tom Brady-2.])  We looked at 25 past MVPs in E-Score Celebrity.

Becoming the MVP of the big game causes a bump in exposure, which can lead to a lucrative career after football. Many past MVPs have experienced a boost in their E-Score after their careers are over. Brett Favre is one of the most notable as his E-Score went from 80 during his last year playing, to 92 currently. This has led to a slew of endorsements for Favre. Endorsing products is one of the most common transitions for ex-MVPs. Past Super Bowl MVPs also make great broadcasters. Of the 21 past, non-active, Super Bowl MVPs in our database (there are four still active,) 12 are current or former NFL broadcasters. Terry Bradshaw leads this group with an E-Score of 96. Among the four still active, Drew Brees is best positioned to continue the marketing success of past MVPs.

Takeaway

With the end of the season in just one game, now is the perfect time to understand which NFL athletes have expanded their marketability in general, and among specific demographics. E-Score Celebrity tracks that marketability via a number of metrics including E-Score, attributes, and consumer comments. Get a better understanding of how this marketability can affect your bottom line.

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Resources

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Super Bowl LI was has been called the greatest Super Bowl game ever. While some felt the advertising didn’t live up to the drama on the field, nonetheless, the game represents the biggest day for advertising on the American calendar. And once again, celebrities were a huge component of many advertisers’ game plans.

E-Poll has tracked celebrity appearances in Super Bowl Ads for several years now. 2017 saw the trend of celebrity usage continue in full force, as 43 different celebrities made appearances for a total of 22 different advertisers.

Tracking Celebrity Super Bowl Endorsements by Year

This marked a decline from the 46 celebrities in the 2016 game, but was still the second-most recorded since 2012. This year’s cast was a particularly high-wattage bunch, with the average E-Score of 84 representing the second-highest we’ve measured.

Celebrities were at the core of the two most popular Super Bowl ads, and three of the top five, as measured by USA Today’s Ad Meter. Overall, of the 58 qualifying* ads tracked by the Ad Meter, plus three more from the overtime period, a total of 24 spots contained celebrity appearances, representing 39% of all commercials.

Celebrity Endorsements in Super Bowl LI

This year’s list is heavy on mainstream film and television stars, with fewer celebrities from the worlds of sports and music than previous years.

* As in previous years, our list includes on-screen appearances during in-game ads, but excludes pre-game/halftime performers, voice-only appearances, and celebrities appearing in ads for movies or TV shows.

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Around this time of year, the business of fashion takes center stage. From various award shows to industry trade shows like Magic and Agenda, it’s all about setting – and selling – the fashion trends of the future. And while designers make the trends, in many cases it is celebrities who launch those trends into the marketplace. To that effect, it can be an important marketing tool to be associated with celebrities considered fashion-forward. E-Score Celebrity helps you understand who those celebrities are. We combined our unique attributes Stylish and Trend-Setter to get a better understanding of which celebrities are most influential among self-proclaimed fashionistas, a group of American consumers who consider themselves knowledgeable about fashion.

Keeping Up With the Jenner

It’s no surprise that one of the Kardashian clan heads up our list of celebrities with Trend-Setting Style. However, what is surprising is Kendall is not any of the three most popular Kardashians. In fact, among fashionistas, Trend-Setting Style lies with the less popular Kardashians, with Kendall (87) and Kourtney (67) making the top ten. None of the other Kardashian/ Jenners crack the top 50 for the attribute combo.

Fashionable Artists

Among self-proclaimed fashionistas, musicians drive trends and style. Four of the top five, and six of the top ten celebrities on the list are musicians. Of those, Drake, Nicki Minaj, and Demi Lovato have their own clothing lines, while Rihanna has collaborations with several major fashion brands. By comparison, only two fashion-related celebrities make the top twenty, the aforementioned Kendall Jenner (#1) and Chrissy Teigen (#14.)

Of the musicians to make the list, possibly the most interesting is Solange Knowles. Her re-emergence last year helped her break out of her sister Beyoncé’s shadow. Not only has her break out been noticed musically, gaining a Grammy nomination this year, but she has also been recognized for her sense of style, evidenced by her ranking second on the Trend-Setting Style list.

Other notable entries on the list include Jennier Lopez and Pharrell Williams, prominent fashion icons in their own rights. Another unexpected celebrity to make the list was Kevin Hart. His ability to be personal, informative, and funny has led to success for his recent athleisurewear collaboration with Nike.

Takeaway

With the hundreds of fashion brands entering the market everyday it is important to have a competitive advantage. Whether that is partnering with a celebrity with Trend-Setting Style, or just looking for a celeb that is Stylish or a Trend-Setter to wear your brand, E-Score Celebrity helps you unlock that advantage. Our unique attributes and demographic filtering help you find out which celebrities line up best with your target audience and campaign needs.

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Methodology

We filtered E-Score Celebrity data among survey takers who strongly identify with being current with styles and fashion, referred to above as fashionistas.

Resources

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Reflective of the huge growth in the online content industry, VidCon, the convention for internet content creators and their fans has exploded in size. Founded in 2010 when it was attended by only 1,400 people, the 2016 edition hosted more than 26,000 fans, creators and producers, a compound annual growth rate of more than 63%! In 2017, the convention will expand to three editions on three separate continents.

Understanding who, among these creators, is worth paying attention to is vital, as some creators come with built in audiences. Whether looking for mainstream cross-over success like King Bach, or creators still flying under the radar like Awkwafina, E-Score Celebrity has the information necessary to make deals and decisions regarding internet creators.

Creating New Paths to Stardom

Since the inception of social media, internet creators have spent countless hours building audiences and their brands. Initially they were only able to find homes for their talent on YouTube, Vine, Instagram, etc. However, lately TV studios are taking notice of these internet stars, and their massive audiences. Studios like Fox and Food Network are tapping internet talent to create shows for the small screen.

One of the biggest internet content creators is now making a name for himself on traditional screens as well. The second most Appealing (72%) internet creator, King Bach’s mix of attributes such as Funny (81%), Exciting (51%), and Trendsetter (37%) have contributed to his cross-over success. He ranks at the top of this list for each attribute. His combination of Appeal and attributes has helped King Bach transition from Vine, where he was the most followed profile, to movies like Fifty Shades of Black and starring in TV shows like Comedy Central’s Black Jesus and Fox’s B Team, a yet-to-be released comedy from McG and Adam Devine.

Another internet creator to make the leap to mainstream television is Hannah Hart. As the third most Interesting creator on the list, she has established her own unique voice among internet cooking shows. The Food Network is banking that her being interesting and influential (she also has the third highest Influential score) will translate into success for her new show on the network.

While traditional TV studios are scrambling to scoop up the best emerging talent from the internet, Netflix refuses to be left behind. As the number one source for TV for all demographics, it’s no wonder Netflix is stepping up their star power as well. This includes internet stars, as the platform has created original programming surrounding a couple of creators. Miranda Sings’ is returning to Netflix after they picked up a second season of Haters Back Off, which dives into Sings’ family life. Joining Sing on Netflix is former Vine star Cameron Dallas, whose Chasing Cameron show premiered on the platform late in 2016.

New Studios for New Creators

Cable TV studios and Netflix aren’t the only companies looking to capitalize on the influx of content creators online. Established companies like YouTube and Verizon are getting in on the act too.

Even though YouTube was one of the first avenues for online content creators, it was never seen on the same playing field as traditional studios like CBS or HBO. They have been looking to change that perception with the advent of YouTube Red. The new platform has been able to push out professional quality series and content, called YouTube Originals, from some of its biggest personalities like PewDiePie. The YouTuber, who tops our list of internet creators for Awareness, has the biggest following on the platform and his original series Scare PewDiePie is one of the premium subscription services first and most successful originals.

While PewDiePie may have the highest Awareness among internet creators, Michelle Phan is the most Influential. Starting her career as a beauty vlogger on YouTube, Phan is transitioning from creator into mogul, as her ICON lifestyle network has transcended its original YouTube home, and can now be found on YouTube, Roku, and other OTT devices.

YouTube isn’t the only company expanding, or introducing, a platform in the content race; enter Verizon. The telecomm companies go90 platform is home to an increasing number of original programming options. Just like their counterparts, Verizon is tapping internet creators to help create original content. The platform has attracted the likes of the most Intriguing internet creator, Awkwafina, and her Tawk show.

Takeaway

Keeping track of the changing landscape of digital content is difficult due to the proliferation of content creators and distribution platforms. Figuring out which internet creators are worth looking into for extendibility is difficult. E-Score Celebrity helps you cut through the noise and zero in on the exact celebrity you’re looking for; whether that’s an A-list celeb, or an up and coming internet creator. We track popular and obscure celebs to give you the most comprehensive information for decision making.

Methodology

Celebrities included are from E-Score Celebrity’s “Internet Celebrity” category. Celebrities ranking based on Total Awareness score greater than or equal to 5%. The products were fielded after 01/01/2015 among people ages 13-34.

Resources

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Faith-based Americans have flexed their muscles as consumers and as a political force. Faith-based voters had a strong influence in the 2016 election, and have been the driving force behind the box office success of several recent films, most recently The Shack. Brands and agencies are listening as they are attempting to identify and utilize talent that resonates with this audience. Many in Hollywood are also listening as the race is on to create new programming aimed at these faith-based viewers.

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As the impact of faith-based consumers increases, it is imperative that agencies and studios understand which celebrities to utilize in campaigns, as they increasingly target this audience. Using E-Score Celebrity we uncovered the most Appealing celebrities among faith-based audiences.

One entertainment franchise that understands how to Appeal to faith-based audiences is the Fast and Furious. With three actors making the faith-based top twenty list (Tyrese Gibson #2, Dwayne “The Rock” Johnson #4, and Jason Statham #13), The Fate of the Furious AKA Fast 8, one of the most anticipated movies of the spring, should do well among moviegoers who frequent religious services. Add this to an Easter opening weekend, and this movie has the makings of a blockbuster.

Faith and patriotism are intertwined for many consumers, evidenced by US Olympians comprising 20% of the faith-based top twenty Appeal list. Five-time Olympic swimming gold medalist Katie Ledecky leads the way at #7; joined by gymnasts Simone Biles (#12), Aly Raisman (#14) and Laurie Hernandez (#17.)

While the Olympians provide a patriotic flavor to the faith-based Appeal list, it is dominated by TV and film personalities. Although the majority of these personalities are actors and actresses, the list is topped by Chip Gaines, co-host of Fixer Upper on HGTV. He and his wife Joanna (#8) both make the top ten for Appeal among faith-based audiences due to their positive family dynamic. One faith-based viewer said of the show, “I like Chip and Joanna[.] [T]hey are very personable and focused on their family.”

Takeaways

Targeted sub-groups like faith-based consumers can provide a powerful channel for reaching an audience. In order to better identify and understand these groups, agencies and brands need the right tools.  Whether it is finding celebrities who appeal to a target audience, or identifying the TV viewing preferences and behaviors of faith-based and other segments, E-Score has you covered.

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Methodology

Lists were created using E-Score Celebrity data fielded after January 1, 2016 among respondents over the age of 13 who describe themselves as “attending regular services for my faith.”

Resources

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The Most Valuable Player is the pinnacle of individual accomplishment in sports, and a key distinguishing factor in establishing an athlete’s marketability. Using E-Score Celebrity, we looked at what separates the reigning MVP’s in Basketball, Football, Golf, and Baseball.

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• Among reigning MVPs Steph Curry is the most popular. His 50% Awareness score among sports fans is 2.5 times higher than the next MVP, Matt Ryan.
• Each of the reigning MVP’s are extremely appealing to sports fans, with all scoring above 50% for Appeal. Dustin Johnson comes in at the top with 74% Appeal.
• NL MVP Kris Bryant is the most Dynamic and Exciting reigning MVP. Additionally his Appeal score (72%) is 13 points higher than his American League counterpart, Mike Trout.

Basketball MVP’s (Hardwood Heroes)

MVPs often see an explosion in awareness and appeal from winning the award, like the reigning NBA MVP Steph Curry. With the 2017 NBA MVP race dwindling down to a two-man contest between Russell Westbrook and James Harden, we wanted to see how each of the current candidates stacked up against each other as well as Curry. Does one of these players have what it takes to be the next face of the league?

• Russell Westbrook’s 56% Appeal is 10 points higher than James Harden. However, both fall well short of Steph Curry’s pre-MVP Appeal score of 72% during the 2015 season.
• James Harden is more popular than Russell Westbrook, evidenced by his Awareness (37%) being 13 points higher than Westbrook’s. This is due in part to The Beard’s previous relationship with Khloe Kardashian.
• His 37% Awareness is also nine points higher than Curry’s was during his 2015 MVP season. Curry’s popularity shot up dramatically after his MVP win, increasing by 20 points. This year’s winner will have to wait to see if there is a similar effect.
• Russell Westbrook is currently considered as Talented (61%) as Steph Curry was before winning his first MVP award in 2015. Harden is considered slightly less Talented at 56%.

Takeaway

Understanding how milestones affect the viability of celebrities is important when looking for potential clients and brand partners. E-Score Celebrity helps brands and agencies understand the potential synergy with celebrity endorsers.

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Methodology

Lists were created using E-Score Celebrity data fielded after January 1, 2016.

Sports MVP list fielded among respondents who identify as “Casual” or “Avid” fans of the NBA, NFL, MLB, or PGA.

NBA MVP list fielded among respondents who identify as “Casual” or “Avid” fans of the NBA. List includes Russell Westbrook and James Harden outlined to indicate they are up for 2017 NBA MVP consideration. Stephen Curry is included for comparison, as he is the 2015 and 2016 NBA MVP. He is not in consideration for the 2017 MVP award.

Resources

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Pairing the right Celebrity with the right Brand can deliver a potent marketing and creative campaign based on awareness, appeal and complementary attributes. Identifying which celebrities are right for specific campaigns can be difficult, and offer many downsides if the wrong match is created. With the combination of E-Score Brand and E-Score Celebrity, we make it easy to understand the synergy between your brand and current or potential spokespeople.

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Lincoln Motors and McConaughey

Lincoln tapping Matthew McConaughey was a good choice by the automaker. Using E-Score products we looked at what makes the collaboration between McConaughey and the brand work.

• With improved styling and design, Lincoln has constructed a sexier brand image since its revamp in 2014. Matthew McConaughey is the perfect spokesperson for the new brand image with a Sexy score that is double the celebrity average (11%) and almost quadruple the 6% average for male celebs.
• Lincoln and McConaughey found additional synergy as McConaughey has an above average Classy score, which pairs well with Lincoln’s Luxurious rating (37%) being well above the 18% automaker average.
• McConaughey’s Distinctive Voice (40%) and Unique (20%) scores aid in areas where Lincoln can improve, as Lincoln scores average to below average for the brand attributes Distinctive (13%) and Unique (8%), respectively.

Revlon & Safety in Numbers

Sometimes having one celebrity spokesperson is not enough. When a company has multiple product verticals it is vital to understand how to reach each segment. Combining E-Score Celebrity with E-Score Brand, we looked at how several of Revlon’s recent spokespeople complemented the brand.

• When looking to increase the perception of quality for its products, Revlon can turn to Halle Berry or Olivia Wilde as endorsers. Revlon currently scores below the cosmetic category’s 34% average for High-Quality. Utilizing Berry or Wilde can enhance the perception of quality, as both score above the celebrity average for Glamorous and Classy.
• While the company is not considered particularly fun, scoring seven points under the cosmetics category’s 15% Fun average, they do have a celebrity that can help change that perception. Emma Stone’s 36% Funny and 34% Good Energy scores are well above the celebrity average for each.
• In recent years, Revlon has trended down in the Sexy and Trend-Setter To that end, Halle Berry, Olivia Wilde, and Emma Stone are helpful in counteracting, as all three are well above average for the Stylish and Sexy attributes.

Adding Celebrity Appeal to Alcohol Brands

The right celebrity spokesperson can do wonders for revitalizing or launching a brand. According to E-Score products, Jim Beam and Cîroc chose wisely by collaborating with Mila Kunis and Sean Combs respectively.

• Jim Beam sought out Mila Kunis, and her 71% Appeal among people 21+, in an effort to upgrade their below average Appeal for alcohol companies. She can be especially helpful attracting millennials to the brand, as she has a 79% Appeal among the group.

• Sean “Diddy” Combs brought over 25 years of experience in the music industry, and over 50% Awareness, to Cîroc as both a spokesperson and owner. This popularity and experience has helped Cîroc achieve 64% Brand Loyalty, which is tops in the alcohol category (min. Awareness greater than 5%).

Takeaway

Combining E-Score Celebrity with E-Score Brand allows brands to find a celebrity partner whose image and attributes will enhance the brand, as well as to gauge the potential success of a spokesperson before committing to the campaign.

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Methodology

Data source: E-Score Brand and E-Score Celebrity for all data. Alcohol data fielded among respondents ages 21+.

Image: Lincoln Motor Company

Resources

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As we celebrate the founding of E-Poll Market Research 20 years ago today, we want to thank our clients and development partners for helping shape and support the vision we had for innovative market research.

“In 1997, I saw an opportunity to use the power of emerging media to reach consumers and capture their attitudes and opinions in a more relevant, efficient, and cost effective way,” says Gerry Philpott, Founder/President & CEO.  “Back then, only phone and in-person interviews were options, so we created an entirely new system gathering intelligence using the Internet and mobile technologies, changing the course of market research as we know it.”

So you, our clients, have been the driving force behind our 20 years of success. Whether pioneering many of today’s accepted panel recruiting and incentive based programs, or establishing the first online portal (MediaSYNC) to view normative research, we have always looked to the needs and desires of our clients to lead our innovation.

From day one we worked with key development partners at the networks and studios to create products and services which went beyond traditional data gathering. We knew research needed depth, insight and speed and our custom services and E-Score products came to life in this collaborative process.

As an example, E-Score was the first research product with the following:

• Updated scores EVERY WEEK of the year – not just twice a year.
• Not just a simple awareness/appeal score, but In-depth intelligence including attributes, consumer comments and “the why” consumers like or dislike them
• Data delivered through a convenient and intuitive online interface.
• A proprietary online panel that allowed tracking and follow up interviews.

E-Poll Milestones

Founded in 1997, E-Poll has a long list of industry achievements.

• First online research company to serve the entertainment industry
• First company to offer members points for taking surveys.
• First online video research with our own proprietary CD-ROM technology optimized for 56K modems!
• Launched E-Score Celebrity in 2001, now industry standard for celebrity evaluation.
• Set standards for digital product placement used by media agencies and programmers alike.
• Established the relative value of HD vs SD programming for advertisers
• Setting the pace again in 2017 with our research on new streaming programs and platforms, and our newest service: ADvance ad effectiveness testing across a suite of advanced delivery systems.

Thank you to our valued clients and friends that have helped us reach this amazing milestone. We are proud to have served, and continue to serve your research needs.

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Since Gerry Philpott founded E-Poll in 1997 the company has been obsessed with one thing, providing the most accurate entertainment research in the most innovative ways. Twenty years later we still approach research the same way.

Innovation is hard wired into the fabric of E-Poll. As the first community-based site for users to share their opinions, we pioneered online research with our original online system for delivering client research, The Edge. Our current system MediaSYNC, introduced in 2009, is a groundbreaking fully interactive online database for our unique E-Score products.

With the launch of E-Score Celebrity, we introduced the first online celebrity evaluation tool. Since then our products have grown to include our brand research database as well as products focusing on television programs, characters, and musicians. Our customers have come to rely on our products as well as our custom research.

“As a long-time client of E-Poll, I have come to rely heavily on E-Score for potential talent evaluation. Every one of the dozens of custom studies we have done with them have come with tremendous research and general customer support from their terrific team.  They have been there since the beginning of online polling and have evolved and matured into an invaluable partner.” – Jeff Dellin SVP Market Research | NBC Entertainment Group

The Celebrity Evolution

Over the past twenty years, E-Poll has tracked and studied many aspects of entertainment and celebrity. Our revolutionary product, E-Score Celebrity, has become the industry benchmark for measuring celebrities, and has been used to track emerging and established celebs since 2003. During that time, we have noticed major changes to what constitutes a celebrity and what makes celebrities appealing to consumers.

• Of the celebs to make the 2003 list, only three were able to maintain their strong Appeal ratings among 18-34 year olds today; Tom Hanks, Sandra Bullock, and Morgan Freeman.
• Premium cable and Reality TV stars have replaced many traditional celebrities as most Appealing.
• Since the end of 2003 our celebrity database has grown almost 1200%, with over 9,400 celebrities measured.

Celebs Among Ethnic Groups

Innovation, granularity of data, access to hard-to-reach sample, and concise research standards are reasons our clients have trusted our research for two decades. Using E-Score Celebrity’s current and historical data, we determined the most Appealing celebrities of 2003 among various ethnic groups, and compared them to celebrities from today.

• In 2003 Tom Hanks was the only celebrity in common among Asians, Latinos, and African-Americans when looking at Appeal. Today, Michelle Obama and Denzel Washington occupy that title.
• Today, with an influx of new talent since 2003, the celebrities that make the top Appeal lists by ethnicities are more Appealing but have less Awareness on average.
• Comedians had heavy Appeal in the early 2000s while all three ethnicities find dramatic actors most Appealing today.

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With summer officially in full swing, it is time to put that winter workout on display. In the spirit of the season, we looked at the Hottest celebrity bodies. With E-Score Celebrity we found the male and female celebrities, both popular and emerging, with the Hottest Summer Beach Bodies.

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Summer Ready Bodies

Having a hot body can enhance a celebrities Appeal. With the summer heating up we looked at E-Score Celebrity to see which celebrities have the hottest summer beach bodies.

• The hot summer body list for women is dominated by professional athletes. In fact, over half of the top 20 are professional athletes, including several current and former Olympians.
• The women’s group features only three actresses, Jennifer Lopez, Margot Robbie, and Sofia Vergara, whereas the men’s list is primarily actors.
• The men’s hot body list features four athletes, and also includes a contingent of five superheroes ranging from Jason Momoa (Aquaman) to Chris Evans (Captain America.)

Hot Bodies, New Faces

Having a hot body can be an advantage for up and coming celebrities. Using E-Score Celebrity we found the hottest bodies for celebs 25 and under with low Awareness (<15%).

• Of the twenty hot up and coming bodies, fourteen (70%) are athletes, eleven males and three women. However, Olympians Simone Manuel, Lilly King, and Missy Franklin are the most Appealing celebrities on the list.
• Lia Marie Johnson (internet personality) and Tyler Posey (actor) are the only hot bodies that are not athletes or models to make the list.
• Among the hot body celebs, Lia Marie Johnson’s Sexy score is highest, while Karlie Kloss is the most Attractive.

The Bodies of Baywatch

The Baywatch franchise was responsible for highlighting, and introducing hot bodies on TV for years. Now the franchise hits the big screen with several hot bodies in the lead roles. We used E-Score Celebrity to see how the stars of Baywatch stack up on our Hot lists.

• Both Dwayne Johnson and Zac Efron make the list of top 20 male bodies; The Rock is #3 and Efron is #17.
• Priyanka Chopra is a star on the rise for more than just her hot body, she has a 68 Hot Body score. The Baywatch villain, and Quantico star, has seen her Awareness double, and her Appeal increase 18 points since her first fielding in 2015.

Takeaway

E-Score Celebrity gives you the power to customize our data to meet your specific needs. By combining attributes you can get a better picture of the situation and make the most informed decision.

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Methodology

• The Hot Body score is a combination of E-Score Celebrity attributes Physically Fit and Sexy.
• All celebrity data fielded among respondents ages 18+.
• Celebrities on the 25 and under list were 25 or younger as of 6/1/17. All have an Awareness <15%.

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The summer has traditionally been a tough time for many sports fans. Data from the Harvard Sports Analysis Collective shows that June, July, and August are the least anticipated sports months. However, soccer, women’s basketball, and golf are looking to change that perception.

Major League Soccer and the WNBA both hit the stride of their season in the summer, while golf’s largest purse tournament, The US Open, is in June. With less competition for viewership from other sports, more eyes are on these leagues in the summer. The MLS, WNBA, and PGA all experienced record viewership last year and the leagues and individual players are taking advantage of the increased exposure.

We took a deeper look at some of the stars fueling the success of each of these leagues and their respective sports.

Soccer’s Growing Appeal

The MLS has been stepping up their star power for years with former European league stars crossing the ocean to add to the growing Appeal of the league, and soccer as a whole in America. With the game growing in popularity in the US, we used E-Score Celebrity to find which soccer stars are most Appealing, whether in the MLS or not.

• The added international star power has helped the MLS have milestone years in 2015 and 2016, and increase the league’s Appeal nine points among millennials and younger kids since we first measured the league in 2007.
• Six of the top ten most Appealing soccer stars currently play in the MLS, led by Clint Dempsey with Appeal at 76% – the third highest Appeal
• A young American phenom Christian Pulisic is not only making waves on the US Men’s National team competing in the World Cup qualifiers, but he is the rare American playing for an elite European club – Borussia Dortmund of the Bundesliga in Germany.  He is also the most Appealing male soccer player, and the second most Appealing overall on the list.

A Marketable Shot

In its 20^th season, the WNBA is proving it is capable of creating an entertaining product, and marketable stars. Using E-Score Celebrity, we looked at the marketability of some of the league’s biggest stars.

• Although Awareness among most WNBA players is low, they present a unique combination of strength and beauty scoring high for marketable attributes, Dynamic, Confident, Physically Fit, and Talented (Strength), as well as Attractive, Beautiful, and Glamorous (Beauty).
• Represented by JAY Z and Roc Nation Sports, Dallas Wings star Skylar Diggins-Smith is an “advertiser’s dream” in addition to her game. She is at the top or near the top for many attributes including Confident (29%), Intelligent (25%), Charming (18%), Beautiful (35%), Stylish (19%), and Trend Setter (15%).
• Expected to have a breakout rookie season for the San Antonio Stars, we are tracking where media darling Kelsey Plum’s 53% Appeal will be by the season’s end.
• The league is empowering its primary target audience, as many women describe the league as “Inspirational,” “Powerful,” and “Incredible.” Men love the WNBA as well calling the league, “Athletic, high action, [and] fast.”

Golf’s Changing Guard

Over the last few years, golfers have been scrambling to fill the void left by Tiger Woods atop the sport. While many have won tournaments and majors, no one has been able to draw attention and intrigue like Tiger. Using E-Score Celebrity, we looked at the potential star power of current golfers.

• Similar to MLS and WNBA players, young PGA members have low Awareness. No one comes close to Tiger Woods (66%) or Phil Mickelson (29%). Rory McIlroy leads the crop of young players with 12% Awareness.
• Though he only has 9% Awareness, Rickie Fowler is the most Appealing. His 69% Appeal score is four points higher than Tiger Woods’ high of 65% in 2009. His colorful outfits from his sponsor Puma also help make him the most Stylish golfer.
• Since Tiger, no golfer has brought the blend of talent and appeal to dominate the sport, and headlines. The two most Talented golfers, Jordan Spieth (69%) and Jason Day (64%) do not make the top five for most Appealing golfer.

Takeaway

E-Score products help agencies and brands identify opportunities to discover the next big endorsement star. E-Score helps you know, and understand why potential spokespersons fit your campaign at a glance using trending and benchmark data.

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While music streaming is dominating the way Americans listen to music, according to Business Insider, the space is saturated with brands that are so similar it is hard to tell them apart. Using E-Score Brand we analyzed the attributes and brand connections of six of the leading music streaming services and it is clear music streaming brands need to either differentiate or consolidate.

• The six streaming music services we compared (not including Napster) scored very similarly in several key differentiating brand connections: Brand Familiarity, Brand Loyalty, Would Try Brands New Products/ Services, Better than Competitors, and Would Recommend.
• As the top music-streaming brand for the attributes A Leader, Innovative, and Trend Setter, Apple Music is ahead of the field and hoping to differentiate itself from its competitors with exclusive original TV shows such as Carpool Karaoke: The Series.
• While their business is experiencing difficulty lately, SoundCloud as a brand is excelling. The brand has the highest Appeal (56%) and Brand Loyalty (58%), while it is also the considered the coolest music-streaming brand with a Cool score at 37%; nearly twice as high as Apple Music (20%), Tidal (20%), and Amazon Music Unlimited (19%).

Singing Apple Music’s Praises

With the success of James Corden’s Carpool Karaoke segment, Apple Music picked up Carpool Karaoke: The Series for its platform and appears to have nailed the pairings, as odd as some may seem. We looked at several of the announced pairings in E-Score Celebrity and discovered that they make sense according to our data.

• Many of the announced pairs feature a celebrity with an Awareness at, or above 50% higher than their pair, with Shaq (69%) and John Cena (48%), as well as the pair of Maisie Williams (14%) and Sophie Turner (11%) as the only exceptions.
• Several pairings share the exact same scores in various categories. Shaq and John Cena score the same for Interesting and Experienced (26% and 23% respectively), while Ariana and Seth McFarlane score the same for Confidence (22%) and Blake Shelton and Chelsea Handler also share an Interesting score (22%).
• Many other pairings scored within one or two points of each other including Will Smith (19%) and James Corden (18%), as well as Lebron James (19%) and James Corden (18%), both for Exciting. Also Shakira (29%) and Trevor Noah (31%) score similarly for Good Energy.

Takeaway

As in other industries, the music business is fiercely competitive and driven largely by the brands of artists and the companies that distribute their music. E-Score products work together to provide you with a comprehensive, real-time view of your brand, and your competitors, in the eyes of consumers.

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Methodology

Data Sources: E-Score Brand and E-Score Celebrity, both fielded after 1/1/16 among respondents ages 13+. Music streaming data is from E-Score Brand for brands in the categories “Streaming Media Service”, “App”, or “Website-Entertainment.

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With the current season of The Bachelorette wrapped up, we looked at some of the drivers of success for the booming Bachelor/ette franchise, starting with the stars of the last five seasons of The Bachelor, The Bachelorette, and Bachelor in Paradise.

Appealing Bachelorettes

With a groundbreaking new lead on The Bachelorette making waves, we used E-Score Celebrity to analyze the past five Bachelorettes, and see how they compare based on several attributes.

• Overall, the last five Bachelorettes are far more Appealing than the last five Bachelors, scoring an average Appeal of 58% compared to 39% for the Bachelors. In fact the women occupy the top four Appeal spots with only Kaitlyn Bristowe falling below the males with the second lowest Appeal
• Although Kaitlyn Bristowe scores highest for the attributes Funny (36%) and Kooky/ Wacky (21%) and is the second most Attractive (40%) Bachelorette, she is also the most disliked with the highest Negative Appeal score at 13%. Additionally, she is considered the least Charming (6%), Classy (9%), and Trustworthy (3%).
• Fans are taking to Rachel Lindsay, the most recent Bachelorette, as 96% expressed positive sentiments toward her. They find her more Dynamic, Warm, Talented, and Trustworthy than her counterparts calling her “impressive” and “hot, hot, hot.”

Comparing the Bachelors

With the next season of Bachelor in Paradise set to begin soon, and the speculation over who will be the Bachelor in 2018 in full swing, we used E-Score Celebrity to look back at the last five Bachelors, ranking them by Appeal.

• Ben Higgins has the highest Appeal among Bachelors at 51%. He also leads for the attributes Approachable, Articulate, Charming, Compassionate, Good Energy, Handsome and more.
• Led by Juan Pablo Galavis’ 31%, the Bachelors are considered far more Over-Exposed than the Bachelorettes with an average score of 16%, compared to just 7% for the ladies.
• Juan Pablo Galavis is also the most disliked Bachelor, frequently described as “cocky” and “[a] jerk” in viewer comments. He has the lowest Appeal at 15%, and scores lowest for several attributes including Approachable, Charming, Classy, Compassionate, Good Energy, and more. He also scores more than three times higher than the next Bachelor for Insincere at 40%.

In Their Own Words: Viewer Comments on The Franchise

The Bachelor franchise has been able to withstand the test of time, and even produce a few spinoffs. Using E-Score Programs, we looked at viewer comments to go beyond ratings and attributes to get to the heart of what makes the franchise a success.

• When asked what they liked about The Bachelor one long-time viewer said, “I’ve been watching since season [one] and enjoy the familiarity; [it’s] entertaining.” Another viewer said, “I love the drama and it takes me away from my own life for awhile [sic].”
• One fan described The Bachelorette as a “guilty pleasure,” saying “I like watching other people’s drama, and I like seeing the relationships develop.”
• Bachelor in Paradise is described as “dramatic and silly” by one fan, while another said, “It is so awesome. Real life drama, men [and] women carving each other up, break ups, drama, sex I mean it’s seriously great.”

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In a society that is always “tuned in,” being over-exposed presents an interesting dilemma for celebrities. On the one hand, there is the traditional sense that being over-exposed has a negative connotation and is bad for a celebrity’s career. On the other hand, with so many platforms and outlets for exposure, being over-exposed today can also be a good thing for a celebrity’s personal brand and their ability to influence millions of consumers.

The Most Over-Exposed Celebrities

Understanding the public’s perception of over-exposure to a celebrity is helpful to brands when deciding whom to choose for spokespersons or partners. Using E-Score Celebrity we found the most Over-Exposed celebrities.

• Kim Kardashian tops our list of Over-Exposed celebrities, but she’s not alone from the Kardashian tribe. In fact, 80% of the top 10 most Over-Exposed celebs come from, or are associated with the Kardashians.
• With Lavar Ball’s face all over sports news, it is no wonder he appears on our Over-Exposed What is interesting is that his over-exposure has had a trickle-down effect onto his son Lonzo, who is the most Over-Exposed NBA player at 24% despite his calm demeanor and having never played an NBA game. By comparison, Lebron James’ Over-Exposed score is 19%.
• Kim Kardashian and Lavar Ball represent the two ends of the Over-Exposed Lavar is on the end where over-exposure still has a negative effect, whereas Kim Kardashian has been able to capitalize on her over-exposure, launching successful ventures based on her celebrity.

Over Exposed by Category

Identifying the most Over-Exposed celebrities in general is helpful, but most brands are nuanced and target specific verticals. With E-Score Celebrity we were able to identify the most Over-exposed celebrities in several distinct categories.

• TV Personality – Kim Kardashian 60%, Kris Jenner 50%, Khloe Kardashian 47%
• Musician – Justin Bieber 47%, Kanye West 44%, Miley Cyrus 42%
• Athlete – Johnny Manziel 48%, Colin Kaepernick 34%, Tiger Woods 32%
• Politician – Anthony Weiner 31%, Rev. Al Sharpton 30%, Donald Trump 28%
• Film Personality (Actor) –Angelina Jolie 23%, Jaden Smith 22%, Tom Cruise 21%
• Internet Celebrity – Tila Tequila 27%, FouseyTube 25%, Bethany Mota 17%
• Businessperson – LaVar Ball 44%, Ivanka Trump 20%, Hugh Hefner 19%

The Ball Effect

We looked more closely at how Lavar Ball’s over-exposure has affected his son Lonzo Ball and the Big Baller Brand using E-Score Celebrity.

• LaVar is an extremely controversial figure his Confident, Aggressive, and Rude scores are above average for a businessperson, and fans call him “annoying,” “delusional,” and a “nut job.”
• Not only has Lavar soured opinions of himself and affected his son’s Over-Exposed rating, but he also affects fans’ overall view of Lonzo with one fan saying, “His father brings him down.”

Takeaway

Being over-exposed doesn’t always spell disaster for celebrities. Some are able to turn the exposure into a positive for their personal and affiliated brands. Using attributes and elements from E-Score Celebrity data helps brands determine if a celebrity’s over-exposure is good or bad.

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Source: BBC One

Game shows are hot. The light and family-friendly content in game shows appeal to viewers seeking a respite from the over-saturated drama and reality landscape, as well as the intense news cycle. Broadcasters are drawn by the relatively low cost of production and advertiser-friendly format.

Game Show Reboots

With the return of shows like The Gong Show, The $100,000 Pyramid, and The Love Connection, broadcast TV is turning to nostalgic brands to secure its future. Using E-Score Programs we found a few additional game shows that could benefit from a reboot.

• A “case” can be made for a Deal or No Deal reboot. Although the show hasn’t aired a new episode since 2009, it is one of the most popular game shows ever with Awareness of 85%, matched only by Who Wants to Be a Millionaire.
• With a score of 83% for the program element Idea for Program (Excellent/ Very Good), Minute to Win It should see a reboot as one of the most liked game shows ever. It is also one of the most exciting shows; its 66% Exciting score is just behind American Gladiators (68%).
• Although it suffered from low Awareness (14%), Hole in The Wall from Fox would make a nice reboot. It has the highest score among game shows for the Funny attribute at 84%, and the show is in the top ten of gameshows for being Easy to Join, a measure of ease of play.

A New Wave of Hosts

While nowhere near the levels of the 70’s or 80’s, game shows are making a comeback; and with them come new opportunities for celebrity hosts. We looked at E-Score Celebrity to assess the current game show host landscape.

• Hosting duties for many TV game shows are being filled by celebrities of all walks. Whereas in the past game show hosts were traditionally just TV personalities, “non-traditional” hosts have become a trend with ten of today’s top sixteen game show hosts having huge careers before hosting.
• Based on E-Score Program data Aisha Tyler is the host of the game show with the highest rated Main Characters/ Hosts. She is also an outlier in the group in that only she and Mario Lopez score above 16% for Attractive (31% and 28% respectively.)
• Funny is a common attribute for game show hosts led by the new host of The Gong Show Tommy Maitland, better known as Mike Myers. The exceptions to this would be Alex Trebek and Chris Harrison who both score below 20% for the attribute.

Views from the Viewers

Ratings and attributes only tell part of the story for a shows success, and game shows are no different. To get to the heart of why people love particular game shows we looked at viewer comments and advanced metrics in E-Score Programs.

• When asked what they liked about Whose Line Is It Anyway, one viewer said,
  

  “I love improv comedy and generally do not get to see it live anymore. So, this show is the next best thing to live. I love the characters, the timing and the themes. Brilliant show, all in all.”

  No wonder it scores as the top game show for One of My Favorites and Funny.

• With the second lowest score among weekday game shows for Program Wear Out of current viewers, The Price is Right is still going strong; as one viewer said,
  

  “I like how the tradition of the Price is Right is still going and standing.”

• Although the show has been on for decades, Jeopardy! Continues to be a must watch show with 78% of viewers saying they make an additional effort to watch the show, and 41% of those aware of the show saying it is a show they Would Miss a Lot if it went off air. Even with being on the air for so long viewers still describe it as,
  

  “It’s one of the only original trivia shows with always new and interesting questions.”

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Source: USA Today

NFL Brand

The NFL is arguably the biggest and most powerful sports league in the US. The NFL shield logo is a symbol for how to successfully market a sports league. We looked at the NFL in E-Score Brand to better understand the marketability of the league.

• While there is some controversy in every major sports brand, the NFL is still considered the most Entertaining sports organization in the US. The NFL also ranks tops among sports leagues for the attributes A Leader (29%), Exciting (29%), Better Than Competitors (36%) and Awareness (74%).
• Comments from consumers reveal both praise (“Great family event, either live or on TV”) and concerns (“Too expensive for the little guy, greedy owners …”).
• Top areas of complaints are the increasing costs and perceived greed of both owners and players, and the dangerous nature of the game including recent concussion headlines. Comments about politics and national anthem protests are notably less common.

Most Appealing Teams in the NFL

Several teams, including the Tampa Bay Bucs, Arizona Cardinals, and Minnesota Vikings all experienced at least a seven-point increase in Appeal from the 2016 to the 2017 season. Using E-Score Brand we uncovered the most appealing teams in the NFL and each of its conferences.

• Overall the NFC is slightly more appealing than the AFC with its teams averaging an Appeal score of 19.75% versus the AFC’s 17.47%. In fact, the three most appealing teams in the NFL are in the NFC with the New Orleans Saints (27%), Green Bay Packers (26%) and Arizona Cardinals (24%) leading the way.
• The Dallas Cowboys are a tick behind at 23% Appeal, but that is driven by the polarized reaction they produce and their larger number of detractors. The Cowboys actually have the most passionate and loyal fans as measured by their Brand Loyalty at 69% among the general population.
• There is a tie at the top for the most appealing AFC team between the New England Patriots (23%), the defending champs and winners of two of the last three Super Bowls (XLIX [49] and LI [51]), and the Denver Broncos (23%) who won Super Bowl 50.
• Two recently relocated franchises, the Rams (13%) and Chargers (12%) have the lowest Appeal of all NFL franchises, suggesting the early risks of relocation to a team’s fan base.

NFL’s “Popularity” Fantasy Team

• Among NFL fans (casual and avid), Larry Fitzgerald is the most-liked player, with an Appeal score of 74%. It is a position he’s held since at least 2011. J.J. Watt ranks second at 71%. Watt’s scores are likely to rise in our next survey, accounting for his Hurricane Harvey fundraising efforts.
• A number of exciting and young NFL players had low Awareness and therefore did not make the top 10 list. For example, Khalil Mack (69%) and Mike Evans (60%) would have beaten out several players in the top ten, and David Johnson (55%) is not far behind.
• Although quarterbacks dominate the Awareness chart, taking the top seven positions, led by Tom Brady’s 68% Awareness, they are noticeably less appealing, with only four QBs represented in the Appeal top ten. This may be because quarterbacks are commonly the target of ire from fans of opposing teams.
• Three quarterbacks who are currently free agents would have made the top ten Awareness list: Colin Kaepernick (44%), Johnny Manziel (36%) and Robert Griffin III (34%).

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E-Poll has released its E-Score Celebrity Special Report including analysis and helpful lists covering the period of 4th quarter 2008 through the 3rd quarter 2009. This report is available for free as an added benefit to your E-Score subscription.

The E-Score Celebrity Special Report covers trends in the celebrity marketplace including which celebrities appearing in blockbuster films had the largest gains and declines in appeal.  Taylor Lautner of “Twilight”, Zachary Quinto from “Star Trek” and Emma Watson in “Harry Potter” top the list for largest increase in appeal.  Interestingly, Lautner’s 34% positive appeal ranks higher than his more well-known costars Robert Pattinson and Kristen Stewart among the younger demographic.

Check out the report to see what other celebrities made the list and their percentage increase in appeal.

The E-Score Celebrity Special Report also covers:

• Biggest Celebrity Gains and Declines
• Celebrities with Highest Appeal By Age Group
• Most Talented Up and Coming  Celebrities
• Most Appealing Reality TV Show Hosts by Age Group.
• Blockbuster Movie Actor/Actress Gains and Declines By Age Group