Syndication’s Sitcoms: Engaging Young Adults

An E-Score Analysis of Awareness and Affinity Among Adults 18-34

March 2007

“Engagement happensinside the consumer”

Joseph Plummer, Ph.D.Chief Research Officer

The ARF

EMOTIONALBEHAVIORAL

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Young Adults Have An Emotional BondWith The Stars Of Syndication’s Sitcoms

• Personalities connect with their audience

• Sitcoms evoke a widerange of emotions

• Positive emotions make for positive associations

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SNTA Partnered With E-ScoreTo Measure Viewers’ Emotional Bonds

• 3,000+ celebrity database• 1,100 respondents per celebrity• 46 personality attributes• Conducted weekly• Fielded in 2006 and 2007

• Key engagement attributes• Awareness• Affinity

• This Report: A18-34 segment, stars of syndicated sitcoms

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Syndication’s Off-Network Stars:Beloved Household Names

Source: E-Poll Market Research E-Score Analysis, 2006, 2007.Index of Average Female/Male Performer: Awareness, A18-34

AwarenessPersonality IndexJennifer Aniston 390Courtney Cox-Arquette 344Sarah Jessica Parker 339Lisa Kudrow 311Ashton Kutcher 297Debra Messing 294Bernie Mac 287Matt LeBlanc 266Ray Romano 262Damon Wayans 260Matthew Perry 255David Schwimmer 239Kelsey Grammer 229Jim Belushi 223Wilmer Valderrama 205Kim Cattrall 197Megan Mullally 183Doris Roberts 178Brad Garrett 175Peter Boyle 174Zach Braff 161Eric McCormack 160Courtney Thorne-Smith 157Mila Kunis 156Patricia Heaton 153

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Measures of Viewer Affinity

• Identify with• Trustworthy• Stylish

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Young Adult Viewers: Identify WithSyndication’s Sitcom Stars

Source: E-Poll Market Research E-Score Analysis, 2006, 2007.Index of Average Female/Male Performer: Can Identify With, A18-34

Identify Personality IndexZach Braff 242Danny Masterson 227Topher Grace 205Debra Messing 184Bernie Mac 174Matthew Perry 169Courtney Cox-Arquette 163Jane Kaczmarek 163Jim Belushi 161Peter Boyle 158Matt LeBlanc 156Tisha Campbell-Martin 150Megan Mullally 149Jennifer Aniston 145Brad Garrett 140Ray Romano 137Laura Prepon 136Patricia Heaton 131Kristin Davis 127Sarah Jessica Parker 127Bryan Cranston 125

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They’re Trusted

Source: E-Poll Market Research E-Score Analysis, 2006, 2007.Index of Average Female/Male Performer: Trustworthy, A18-34

TrustPersonality IndexBryan Cranston 281Kimberly Williams 195Jennifer Aniston 182Topher Grace 163Kristin Davis 162Debra Messing 158Patricia Heaton 143Laura Prepon 139Eric McCormack 139Sarah Jessica Parker 136Courtney Cox-Arquette 131Zach Braff 124

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More Than Just Trendy, They’re Stylish

Source: E-Poll Market Research E-Score Analysis, 2006, 2007.Index of Average Female/Male Performer: Stylish, A18-34

StylePersonality IndexEric McCormack 233Sean Hayes 207Jennifer Aniston 155Kim Cattrall 144Sarah Jessica Parker 144Damon Wayans 130Kristin Davis 127Ashton Kutcher 124Kellita Smith 124Debra Messing 121Megan Mullally 121

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Emotional Connections Lead To Increased Commercial Receptivity

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Syndication’s Viewers: 20% More Ad Receptive

Relative Targeting Index

120

96

Syndication Network Prime

Source: Next Generation Research, LLC.2003 Advertising Receptivity Product User Index

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First Run Syndication: Engaging Young Adults As Well

• They’re on a first name basis• 14 hosts have a 150 index

or higher

• Their shows are built on Trust• 17 hosts have an index

of 150 or higher

• They’re Stylish, too• 10 hosts have a style index

of 140 or higher

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Emotional Connections:Necessary For Viewer Engagement

• Young adults have high awareness of the stars of syndication’s sitcoms

• Greater affinity across measures • Identify With• Trustworthy• Stylish

• Young adults connect with syndication’sfirst run stars as well

• Relationships with these stars lead to even more behavioral engagement advantages

• Visit us at www.snta.com for the Syndication 2007 presentation and learn more about syndication’s timely viewing, attentiveness, loyalty, recall, real ratings and commercial retention

EMOTIONALBEHAVIORAL

http://www.snta.com/

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Syndication:Television That Engages

Syndication’s Sitcoms:�Engaging Young Adults“Engagement happens� inside the consumer”Young Adults Have An Emotional Bond�With The Stars Of Syndication’s SitcomsSNTA Partnered With E-Score�To Measure Viewers’ Emotional BondsSyndication’s Off-Network Stars:�Beloved Household NamesMeasures of Viewer Affinity Young Adult Viewers: Identify With�Syndication’s Sitcom StarsThey’re TrustedMore Than Just Trendy, They’re StylishEmotional Connections Lead To Increased Commercial ReceptivitySyndication’s Viewers: 20% More Ad ReceptiveFirst Run Syndication: �Engaging Young Adults As WellEmotional Connections:�Necessary For Viewer EngagementSyndication:�Television That EngagesEmotional Engagement A18-34 page 1.pdfSyndication’s Sitcoms:�Engaging Young Adults