Prepared for: E-Score Celebrity Clients · include Maggie Smith (#10), star20 of PBS’ Downton Abbey, and comedian Kevin Hart (#15) who starredin the 2012 box office hit, Think Like

www.epollresearch.com - 877-MY E-POLL Market Research

E-Score Celebrity Special Report Year End 2012

Prepared for: E-Score Celebrity Clients

Market Research www.epollresearch.com - 877-MY EPOLL 2 M e n u

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


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.


Celebrities with the Highest E-Score: By Category

Appeal

Attributes

Appeal

Attributes

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

Average for Comedians 72 1 Betty White 100 2 Robin Williams 100 3 Bill Cosby 100 4 Steve Martin 100 5 Bill Murray 100 6 Eddie Murphy 100 7 Tim Allen 100 8 Adam Sandler 99 9 Steve Carell 99

10 Jim Carrey 99 11 Ray Romano 99 12 Carol Burnett 98 13 Kevin James 98 14 Bette Midler 98 15 Chevy Chase 98 16 Damon Wayans 98 17 Jack Black 98 18 Jim Belushi 98 19 Whoopi Goldberg 97 20 Ellen DeGeneres 97

Rank Name E-Score

Average for Daytime TV Hosts 70 1 Queen Latifah 99 2 Ellen DeGeneres 97 3 Whoopi Goldberg 97 4 Rachael Ray 96 5 Regis Philbin 96 6 Wayne Brady 96 7 Al Roker 94 8 Anderson Cooper 94 9 Sharon Osbourne 94

10 Oprah Winfrey 93 11 Steve Harvey 93 12 Barbara Walters 92 13 Katie Couric 91 14 Kelly Ripa 91 15 Dr. Mehmet Oz 89 16 Michael Strahan 89 17 Sara Gilbert 89 18 Matt Lauer 87 19 Montel Williams 87 20 Lisa Ling 87

Rank Name E-Score

Average for Athletes 39 1 Michael Jordan 99 2 Gabrielle "Gabby" Douglas 98 3 Michael Phelps 98 4 Peyton Manning 97 5 Shaquille O'Neal 97 6 George Foreman 97 7 Arnold Palmer 96 8 Larry Bird 96 9 Earvin "Magic" Johnson 96

10 Terry Bradshaw 96 11 David Beckham 96 12 Alexandra "Aly" Raisman 95 13 Muhammad Ali 95 14 Kareem Abdul-Jabbar 95 15 Hank Aaron 94 16 Apolo Anton Ohno 94 17 John Madden 93 18 Dan Marino 93 19 Joe Montana 93 20 Emmitt Smith 93


Most Appealing Celebrities of 2012

Market Research


Most Appealing Celebrities of 2012

Among total respondents ages 13+ Betty White, who once again tops the list as the most appealing celebrity in 2012, is the star of TV Land’s comedy, Hot in Cleveland and NBC’s reality comedy, Betty White’s Off Their Rockers. In 2012 White won a SAG Award for best female actor in a comedy series, endorsed President Barack Obama, and spoke at the Democratic National Convention.

Celebrities with lower than average awareness but high appeal include Maggie Smith (#10), star of PBS’ Downton Abbey, and comedian Kevin Hart (#15) who starred in the 2012 box office hit, Think Like a Man.

Many of the top 5 celebrities have remained the same, with a few new additions to this year’s list. New to the list, Adele, at #8, released her second album and received 6 Grammy Awards in 2012 including Album of the Year. She also welcomed her new son later in the year. Liam Neeson was also busy in 2012, appearing in five movies including the box office hit, Taken 2, which recently topped the DVD sales charts.

Rank Name E-Score % Total Awareness

% “Like A Lot”

Average for all Celebrities 57 20 17

1 Betty White 100 83 52 2 Sandra Bullock 100 82 50 3 Cote de Pablo 84 18 47 4 Morgan Freeman 100 76 47 5 Pauley Perrette 84 20 46 6 Tom Hanks 100 84 46 7 Carol Burnett 98 54 44 8 Adele 92 33 43

9 Gabrielle "Gabby" Douglas 98 47 43

10 Maggie Smith 83 15 43 11 Michael J. Fox 100 68 43 12 Robin Williams 100 81 43 13 James Earl Jones 99 51 42 14 Jim Parsons 89 32 41 15 Kevin Hart 84 18 41 16 Liam Neeson 98 52 41 17 Missy Franklin 86 18 41 18 Bill Cosby 100 82 40 19 Harrison Ford 100 73 40 20 Ron Howard 99 61 40 21 Will Smith 100 87 40

Gabrielle “Gabby” Douglas and Missy Franklin took on the world in the 2012 Olympics in London winning big for the USA. Douglas (gymnast) is the first American to win gold in both the all-around and team competitions. Franklin (swimmer) won four gold medals and was named the American Swimmer of the Year.


Least Appealing Celebrities of 2012

Market Research


Least Appealing Celebrities of 2012

Among total respondents ages 13+

Rank Name E-Score % Aware % Dislike A Lot /Dislike

Average for All Celebrities 57 20 5

1 Nadya "Octomom" Suleman 1 42 61 2 Dina Lohan 1 20 53 3 Mike "The Situation" Sorrentino 1 32 52 4 Rush Limbaugh 47 51 52

5 Alana "Honey Boo Boo" Thompson 23 40 51

6 Kate Gosselin 2 37 48 7 Newt Gingrich 6 68 47 8 Paris Hilton 7 69 47 9 Heidi Montag 1 21 46

10 Lindsay Lohan 4 65 46 11 Jon Gosselin 1 33 45 12 Jesse James 1 34 44 13 Nicole "Snooki" Polizzi 19 45 44 14 Chris Brown 16 41 43 15 Marilyn Manson 2 45 43 16 Rev. Al Sharpton 11 46 42 17 Michele Bachmann 33 27 40 18 Eliot Spitzer 1 18 39 19 Kim Kardashian 37 67 39 20 Kris Jenner 9 36 39 21 Kanye West 16 49 38

Alana "Honey Boo Boo" Thompson is new to the “least appealing” list #5. In 2012, Here Comes Honey Boo Boo premiered to strong ratings but mixed reviews. Despite high negatives, one of Thompson’s top attributes is “funny.”

Several of the top 5 were also featured on the 2011 least appealing list, including Nadya “Octomom” Suleman, Dina Lohan, and Rush Limbaugh. Limbaugh moved up on the list in 2012, possibly due to controversial comments about Sandra Fluke. He generates the highest E-Score in the group due to his polarizing personality which generates strong feelings on both ends of the scale. Chris Brown’s appeal continued to decline in

2012, landing him at #14 on the least appealing list. He drew negative attention in June of 2012 after a bar brawl with singer Drake.

Kim Kardashian still generates negative PR in her ongoing battle for divorce from Kris Humphries. Her 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.

“Least Appealing” celebrities typically are guilty of bad or inappropriate behavior, but the ubiquitous nature of their celebrity is also to blame. Most are in the news regularly and have much higher than average “over-exposed” measures.


Celebrities with Biggest Gains and Declines in Appeal

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.

Misty May-Treanor, the three time Olympic gold medalist, received a 25 point increase in appeal in 2012. She and Kerri Walsh won gold in Olympic volleyball.

Alexandra “Aly” Raisman, captain of the women’s gymnastics team, earned gold in London and signed endorsements with Poland Spring and Pandora Jewelry following the Summer Olympics.

Revenge star Madeleine Stowe was nominated for a Golden Globe in 2012 for her role as the menacing femme fatale in the series, and came in fifth on People Magazine’s “Most Beautiful Women” list. Her appeal increased by 10 points from 2011 to 2012.

Mayim Bialik made a return to TV in the 2010 season of The Big Bang Theory and in 2012 earned an Emmy Award nomination for her role.

Rank Name E-Score % Aware

% "Like A Lot"

Point Increase in Likeability Within Past

Year

1 Misty May-Treanor 87 19 37 25

2 Alexandra "Aly" Raisman 95 30 32 17

3 Kerri Walsh 80 15 28 16 4 Johnny Galecki 90 29 34 16 5 Kate Middleton 98 53 29 14 6 Theresa Caputo 57 16 22 13 7 Michael Phelps 98 70 19 11 8 Simon Helberg 89 23 26 11 9 Madeleine Stowe 87 20 21 10

10 Tyler Perry 88 39 30 10 11 Barack Obama 97 94 28 10 12 Liam Neeson 98 52 41 10 13 Chris Evans 86 18 26 10 14 J.R. Martinez 85 22 29 10 15 Alison Sweeney 86 23 24 9 16 Julie Bowen 87 20 36 9 17 Usain Bolt 79 27 18 9 18 Mayim Bialik 89 26 23 8 19 Shemar Moore 90 29 38 8 20 Naomi Watts 80 18 19 8

Tyler Perry, one of the most successful black filmmakers in Hollywood, was in the news in 2012 for more than movie-making. He hosted fundraisers for President Obama and volunteered his private jet to transport Whitney Houston’s body home after her death. He also starred in the stage show Madea Gets a Job, the movie Alex Cross, and secured a deal for two new TV series for Oprah’s OWN. He comes in at #10.


Celebrities with Biggest Declines in Appeal

Among total respondents 13+ Unlike his Olympic counterparts, Ryan Lochte experienced a decrease in likeability in 2012, likely due to his lackluster performance in London after proclaiming that the games were going to be “my time.” His poor interview skills, which were spoofed on SNL, also may have contributed to the decline. Nevertheless, he will

Soccer goalie Hope Solo saw her appeal drop by 12 points in the same year she married Jerramy Stevens hours after he was arrested for fourth degree domestic violence. Earlier in the year she lashed out at former US soccer star Brandi Chastain after Chastain criticized the US Women’s Soccer team’s performance.

Nicki Minaj saw a large decrease in appeal after a tumultuous year in which she cursed and threatened Mariah Carey on American Idol, had a Twitter feud with Steven Tyler, cancelled a concert at the last minute, and released a new album to less than stellar reviews.

Cook, host, restaurateur, author, and actress Paula Deen angered many by “hiding” the fact that she has Diabetes while promoting fatty, sugary foods.

Rank Name E-Score % Aware

% "Like A Lot"

Point Decrease

in Likeability Within Past

Year 1 Ryan Lochte 66 22 9 -16 2 Manny Pacquiao 79 24 14 -15 3 Atticus Shaffer 75 17 15 -13 4 Hope Solo 73 21 16 -12 5 Nicki Minaj 56 49 10 -12 6 Andy Samberg 88 28 24 -11 7 Jenni "J-Woww" Farley 26 22 9 -11 8 Brad Pitt 98 82 16 -11 9 Regina King 81 18 21 -10

10 Andrew Zimmern 78 18 21 -10 11 Josh Radnor 74 15 19 -10 12 Will.i.am 82 32 11 -10 13 Kristin Chenoweth 87 27 21 -9 14 Russell Brand 61 51 9 -9 15 Simon Baker 91 31 23 -9 16 Soledad O'Brien 64 15 11 -9 17 Paula Deen 93 64 19 -8 18 Dirk Nowitzki 83 20 19 -8 19 Wiz Khalifa 55 15 16 -8 20 Big Boi 61 15 14 -8 21 Anne Burrell 65 16 16 -8

appear in a new reality show in April titled, What Would Ryan Lochte Do?


Celebrity Up & Comers

Market Research


2012 Up & Comers

Among total respondents 13+

Topping this year’s Up & Comers list is Jenna Marbles. Marbles is a breakout YouTube personality who got national attention for a video titled, How to Trick People Into Thinking You’re Good Looking.

Three Pretty Little Liars cast members made the Up & Comers list: Lucy Hale, Ashley Benson, and Shay Mitchell. Hale is also a singer, who recorded a country music album for release later this year. She has the highest appeal of the three.

Celebrities with awareness between 6% and 15%

Lauren London, from VH1’s Single Ladies, debuted on the list at #9. She is also slated to join the cast of BET’s The Game in 2013.

Community star Donald Glover generates strong appeal, particularly among 13 to 24 year olds. Known for his versatility as a comedian, rapper, actor, and writer, in 2012 he released an album, a comedy DVD, and campaigned to be the new Spiderman.

Rank Name E-Score % Aware % "Like A Lot" Profession

Average for All Celebrities 57 20 17 1 Jenna Marbles 63 9 48 YouTube personality 2 John Oliver 71 10 40 Comedian - The Daily Show 3 Ariana Grande 77 12 38 Actress - Victorious 4 Missy Peregrym 67 8 38 Actress - Rookie Blue 5 Nick Offerman 64 9 37 Actor - Parks and Recreation 6 Donald Glover 78 12 35 Actor - Community 7 Lucy Hale 68 10 35 Actress - Pretty Little Liars 8 Aubrey Plaza 59 7 35 Actor - Parks and Recreation 9 Lauren London 59 7 35 Actress - Single Ladies

10 Cobie Smulders 78 12 33 Actress - How I Met Your Mother 11 Cassadee Pope 58 6 33 Singer - Won The Voice 2013

12 Charlie Day 57 10 33 Actor - Horrible Bosses, Always Sunny in Philadelphia

13 Sanya Richards-Ross 65 7 33 Athlete - Olympic Gold Medalist

14 Ashley Benson 71 9 31 Actress - Pretty Little Liars 15 Allyson Felix 62 7 31 Athlete - Olympic Gold Medalist 16 Melanie Amaro 60 9 31 Singer - Winner on The X Factor 17 Darren Criss 69 11 30 Actor - Glee 18 Shay Mitchell 57 9 30 Actress - Pretty Little Liars 19 Daniela Ruah 72 12 29 Actress - NCIS 20 Aaron Paul 66 7 29 Actor - Breaking Bad

The “Up & Comers” list includes talent that may hover below the radar, with lower than average awareness, but strong appeal among those aware of them, thus suggesting big potential.


Most Appealing TV Actors by Generational Groups

Market Research


Most Appealing TV Actors Among Older Boomers

Among Older Baby Boomers, Age 59 to 67

Older Boomers continue to enjoy crime procedurals, with many actors from this genre among the most appealing in 2012. CSI and NCIS both have a strong showing with three actors from CSI and five actors from NCIS making the list: Pauley Perrette, Cote de Pablo, Mark Harmon, and Sean Murray.

Comedic actresses are also popular among Older Boomers, with Betty White and her Hot in Cleveland co-star Jane Leeves among the most appealing, coming in at #3 and #17, respectively.

Julie Bowen, Kaley Cuoco, Whoopi Goldberg, and Carol Burnett also make the top 20 list. Burnett, a pioneer for women in comedy, will also be appearing in an episode of Hot in Cleveland in 2013.

Rank Name % Aware

% "Like A Lot" Current/Most Recent TV Show

Average for all Celebrities 22 15 1 Anna Belknap 15 67 CSI: NY 2 Pauley Perrette 31 63 NCIS

3 Betty White 93 62 Hot in Cleveland and Off Their Rockers

4 Cote de Pablo 38 59 NCIS

5 Ron Howard 91 56 Arrested Development (Narrator)

6 Shemar Moore 32 55 Criminal Minds 7 Carol Burnett 83 54 Various 8 Bill Cosby 94 50 The Cosby Show

9 Whoopi Goldberg 95 50 Glee

10 Julie Bowen 19 50 Modern Family 11 Mark Harmon 76 49 NCIS 12 Tom Selleck 94 48 Blue Bloods 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 18 Gary Sinise 74 45 CSI and CSI: NY 19 Kaley Cuoco 16 43 The Big Bang Theory 20 Sean Murray 20 43 NCIS


Most Appealing TV Actors Among Younger Boomers

Among Younger Baby Boomers, Age 49 to 58

Rank Name % Aware

% "Like A Lot" Current/Most Recent TV Show

Average for all Celebrities 22 17

1 John Noble 15 59 Fringe


3 Ron Howard 90 52 Arrested Development (Narrator) 4 Carol Burnett 88 51 Various 5 Pauley Perrette 30 51 NCIS 6 Eric Stonestreet 20 50 Modern Family 7 Sally Field 85 47 Brothers & Sisters 8 Shemar Moore 37 44 Criminal Minds 9 Michael Weatherly 27 44 NCIS

10 Sean Murray 16 44 NCIS 11 Valerie Bertinelli 83 41 Hot in Cleveland 12 Maggie Smith 16 41 Downton Abbey 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 Megan Mullally 18 37 Children's Hospital 20 J.R. Martinez 31 36 All My Children 21 Poppy Montgomery 29 36 Unforgettable 22 Grace Park 18 36 Hawaii Five-O

Hot in Cleveland is popular among Younger Boomers with Betty White and co-star Valerie Bertinelli among the most appealing TV actors in 2012.

Younger Boomers also enjoy crime dramas such as NCIS, Criminal Minds, CSI, and Hawaii Five-O. NCIS had the strongest showing with four celebrities on the list: Pauley Perrette, Michael Weatherly, Sean Murray, and David McCallum.

Maggie Smith, star of Downton Abbey, came in at #12 and Reba McEntire made the list at #14 after premiering her new show Malibu Country in 2012.

A few newcomers to the list are Eric Stonestreet from Modern Family and Kaley Cuoco from The Big Bang Theory, who join other returning sitcom stars Jim Parsons and Billy Gardell.

Fringe’s resident mad scientist and fan favorite John Noble is at the top of the list of most appealing TV personalities among Younger Boomers. Though the Sci-Fi series came to a close in 2012, it had a small but loyal fan base. Noble will be making an appearance in The Good Wife in 2013.


Most Appealing TV Actors Among Generation X

Among Generation X, Age 37 to 48

Betty White and Maggie Smith are the most appealing TV actors among Generation X in 2012, though Smith’s awareness is much lower than White’s. Dame Maggie Smith has enjoyed a

While NCIS is also a popular show among Generation X, comedies play a more prominent role than they do among Boomers. Several of The Big Bang Theory stars are among the most appealing: Kunal Nayvar, Kaley Cuoco, Jim Parsons, and Johnny Galecki. Ed Helms from The Office, now in its last season, also made an appearance on the list, coming in at #6.

Bill Cosby enjoys strong residual appeal from The Cosby Show, which many Generation X’ers grew up watching. He comes in at #15. Other sitcom stars include Julie Bowen and Eric Stonestreet.

Rank Name % Aware

% "Like A Lot"

Current/Most Recent TV Show



2 Maggie Smith 15 54 Downton Abbey 3 Cote de Pablo 18 49 NCIS 4 Pauley Perrette 23 45 NCIS 5 Kunal Nayyar 15 45 The Big Bang Theory 6 Ed Helms 18 43 The Office 7 Masaharu Morimoto 15 43 Iron Chef 8 Alex O'Loughlin 15 43 Hawaii Five-O 9 Kaley Cuoco 32 42 The Big Bang Theory

10 Michael Weatherly 22 42 NCIS 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 18 Johnny Galecki 36 38 The Big Bang Theory 19 Michael C. Hall 18 38 Dexter 20 Loretta Devine 21 37 Grey's Anatomy

resurgence thanks to her acid-tongued character Violet on Downton Abbey.

Among Millennials, Age 19 to 36

Nearly all of the actors on the Millennial “most appealing” list

are featured in comedies, including shows like How I Met Your

Mother, The Big Bang Theory, and Modern Family.

Betty White proves she truly has cross generational appeal,

ranking atop the list of most appealing TV actors among

Millennials. Her star-studded 90th Birthday Special was such a

ratings success for NBC in January of 2012, that it was

repeated in 2013.

Alyson Hannigan and her on-

screen husband Jason Segel come

in at #6 and #7 on the list. Their

How I Met Your Mother co-star Neil

Patrick Harris comes in at #18.

Donald Glover and Simon Pegg star in niche

shows Community and Robot Chicken,

respectively. Both have modest awareness but

strong appeal among Millennials. Awareness for

both actors is strongest among younger

Millennials, age 13 to 24. Glover is also featured

in the Up & Comer list based on the strength of

his appeal.

Rank Name % Aware % "Like A

Lot"

Current/Most Recent TV

Show


1 Betty White 73 48 Hot in Cleveland and Off

Their Rockers

2 Jim Parsons 28 45 The Big Bang Theory

3 Donald Glover 15 42 Community

4 Tina Fey 69 41 30 Rock

5 Alyson Hannigan 28 41 How I Met Your Mother

6 Jason Segel 38 40 How I Met Your Mother

7 Simon Pegg 18 39 Robot Chicken

8 Alexander

Skarsgard 16 39 True Blood

9 Kaley Cuoco 26 38 The Big Bang Theory

10 Julie Bowen 22 38 Modern Family

11 Eric Stonestreet 21 37 Modern Family

12 Christina Hendricks 19 37 Mad Men

13 Zach Galifianakis 43 36 Bored to Death

14 Mandy Patinkin 15 36 Homeland

15 Jeffrey Donovan 16 36 Burn Notice

16 Louis C.K. 24 36 Louie

17 Rob McElhenney 16 36 It's Always Sunny in Philadelphia

18 Neil Patrick Harris 62 35 How I Met Your Mother

19 Steve Buscemi 46 35 Boardwalk Empire

20 Rashida Jones 23 35 Parks & Recreation


Most Appealing Hispanic Celebrities

Market Research


Most Appealing Hispanic Celebrities

Jorge Garcia first gained notice for his unforgettable role on Lost and is staying current by taking on new roles, including one on the television series Alcatraz, as well as appearing on Once Upon A Time. He is #17 on the list.

Rank Name % Aware % "Like A Lot"


1 Cote de Pablo 18 47 2 Sofia Vergara 42 32 3 Gabriel Iglesias 17 31 4 Alexis Bledel 22 30 5 J.R. Martinez 22 29 6 Louis C.K. 18 28 7 Jessica Alba 50 27 8 Cesar Millan 21 26 9 Adam Rodriguez 15 26

10 Salma Hayek 52 25 11 Cameron Diaz 76 24 12 Carlos Santana 35 24 13 Zoe Saldana 20 24 14 Rico Rodriguez 15 24 15 Shakira 36 22 16 Rita Moreno 23 22 17 Jorge Garcia 23 22 18 Christina Milian 16 22 19 Rafael Nadal 16 22 20 Madeleine Stowe 20 21 21 Mark Consuelos 18 21 22 Fred Armisen 17 21

Two Modern Family cast members made the Most Appealing Hispanic Celebrities list. Sofia Vergara came in at #2 with 42% who are “aware” of her and 32% who like her “a lot.”

Vergara’s son on the series, Rico Rodriguez, is less well known with 15% awareness, but has higher than average appeal at 24% “like a lot.”

Soon to be a new judge on The Voice, singer Shakira came in at #15 with 36% who are “aware” of her and 22% who like her “a lot.” She is most frequently described as “sexy” and “talented.”

Though not well known as a Hispanic celebrity, Louis C.K. has part Mexican ancestry. The stand-up comedian and star of Louie is in the #6 spot with 28% saying they like him “a lot”. He is also #16 on the list of most appealing TV actors among Millennials with 36% who say the same.

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


Most Appealing African American Celebrities

Market Research


Most Appealing African American Celebrities

Gabrielle “Gabby” Douglas ranks second on the “Most Appealing African American Celebrities” list, just below Morgan Freeman. Douglas is also #9 on the Most Appealing Celebrities of 2012 list.

Actor Denzel Washington, who was nominated for the Best Actor Academy Award for Flight, comes in at #7 on the list of Most Appealing African American Celebrities. He was also in the popular thriller Safe House in 2012, which topped the box office in February.

Still starring in the crime drama Person of Interest, Taraji P. Henson also starred in Steve Harvey’s book based film Think Like a Man. Henson, who only has 16% awareness, scored 37% “like a lot” among total respondents.

Dancing With the Stars 2011 winner, actor, Army veteran, and motivational speaker J.R. Martinez ranks #19. He also appears on the lists of Most Appealing Hispanic Celebrities (#5) and Biggest Gain in Appeal (#14). In 2012, Martinez released a memoir, Full of Heart, detailing his experiences in the Iraqi war.

Rank Name % Aware % "Like A Lot"


1 Morgan Freeman 76 47

2 Gabrielle "Gabby" Douglas 47 43

3 James Earl Jones 51 42 4 Kevin Hart 18 41 5 Bill Cosby 82 40 6 Will Smith 87 40 7 Denzel Washington 72 39 8 Taraji P. Henson 16 37 9 Katt Williams 18 35

10 Tony Dungy 28 34 11 Terry Crews 26 33 12 Loretta Devine 18 33

13 Dwayne "The Rock" Johnson 70 31

14 Robin Roberts 32 30 15 Tyler Perry 39 30 16 Eddie Murphy 85 29 17 Stevie Wonder 70 29 18 Samuel L. Jackson 67 29 19 J.R. Martinez 22 29


Samuel L. Jackson had a busy year with the release of five movies including The Avengers and Django Unchained. Jackson ranks #18 and has a 67% awareness among total respondents.


Appeal Among the Faith-Based Audience

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*.


Rank Film Actor Name % Aware % "Like a Lot"

Average for all Celebrities 15 15 1 Sandra Bullock 81 51 2 James Earl Jones 51 44 3 Sean Connery 49 44 4 Morgan Freeman 70 44 5 Taraji P. Henson 15 43 6 Kevin Hart 16 41 7 Robin Williams 77 41 8 Liam Neeson 50 41 9 Jim Caviezel 21 41

10 Julie Andrews 51 40 11 Denzel Washington 70 40 12 Tom Hanks 79 40 13 Dwayne Johnson 54 39 14 Steve Carell 60 38 15 Amy Adams 21 38 16 Harrison Ford 72 38 17 Bruce Willis 75 38 18 Jennifer Aniston 81 38 19 Sally Field 55 38 20 Clint Eastwood 78 37 21 Jackie Chan 69 37

Rank TV Actor Name % Aware % "Like a Lot"

Average for all Celebrities 15 15 1 Kirsten Vangsness 17 53 2 Cote de Pablo 15 52 3 Betty White 80 51 4 Sean Murray 15 49 5 Pauley Perrette 20 49 6 Carol Burnett 55 49 7 Bill Cosby 84 46 8 Shemar Moore 30 46 9 Tim Conway 44 44

10 Jeff Dunham 21 44 11 Michael J. Fox 70 43 12 Loretta Devine 19 40 13 Kaley Cuoco 25 39 14 Michael Weatherly 20 39 15 David McCallum 22 39 16 William Petersen 30 38 17 Mike Rowe 33 38 18 Julie Bowen 16 38 19 Eric Stonestreet 18 37

20 Alexis Bledel 24 36

FILM ACTORS TV ACTORS

Kirsten Vangsness

Loretta Devine

Shemar Moore

Sean Murray

Taraji P. Henson

Amy Adams

Liam Neeson

Kevin Hart

* “I attend regular services for my faith” – “agree strongly/somewhat”


About E-Score Celebrity and E-Poll Market Research

Market Research


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.

Some E-Score Celebrity Applications


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, Late Night, 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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Market Research

Documents

Prepared for: E-Score Celebrity Clients · include Maggie Smith (#10), star20 of PBS’ Downton Abbey, and comedian Kevin Hart (#15) who starredin the 2012 box office hit, Think Like