Celebrity Star-Power in the 2014 Super Bowl

January 29, 2014
arnold.schwarzenegger.bud.light.205x205

Arnold Schwarzenegger

With 30 second ads on Fox’s telecast of the Super Bowl selling for a record-setting $4 million, the stakes are higher than ever for brands to make an impact.

As USA TODAY notes, many brands are using celebrities in their campaigns in order to optimize both the large television audience and the critical social media presence. Several brands are loading up with multiple celebrities in a single commercial. The trend of Super Bowl advertisers to release full or teaser versions of their ads prior to the broadcast may also increase the value of celebrities who are able to draw attention from online audiences.

Against this backdrop, as we did in 2012 and 2013, E-Poll once again took a look at what the celebrities in these ads bring to their respective brands’ campaigns.

Here are the E-Scores for the celebrity endorsers in this year’s Super Bowl advertisements:

Celebrity Brand E-Score* %
Awareness
%
Male Appeal
%
Female Appeal
Notable
Attribute
Sarah McLachlan Audi 90 27 59 58 Activist
Ellen DeGeneres Beats Music 97 83 46 73 Compassionate
Don Cheadle Bud Light 98 41 71 71 Articulate
Arnold
Schwarzenegger
Bud Light 89 85 45 27 Distinctive
Voice
Reggie Watts Bud Light 21 4 55 30 Unique
Bob Saget Dannon Oikos 90 66 38 41 Funny
John Stamos Dannon Oikos 99 66 38 41 Handsome
Dave Coulier Dannon Oikos 83 25 41 50 Funny
James Franco Ford 94 39 58 60 Handsome
Rob Riggle Ford 73 12 54 44 Funny
Danica Patrick Godaddy.com 87 40 48 43 Attractive
John Turturro Godaddy.com 84 23 55 41 Kooky/Wacky
David Beckham H+M 92 54 39 44 Handsome
Johnny Galecki Hyundai 93 28 65 75 Funny
Richard Lewis Hyundai 61 21 36 25 Creepy
Ben Kingsley Jaguar 95 33 63 64 Intelligent
Tom Hiddleston Jaguar 59 7 69 76 Handsome
Mark Strong Jaguar 43 4 65 56 Confident
Laurence Fishburne Kia 98 51 56 56 Distinctive Voice
Bruno Mars Pepsi 88 38 40 64 Good Energy
Kaley Cuoco Priceline 93 34 84 74 Funny
Bono RED/Bank of
America
90 50 40 50 Activist
Scarlett Johansson SodaStream 97 52 73 51 Sexy
Terry Crews Toyota 94 30 78 64 Funny
Carmen Electra Volkswagen 85 50 47 25 Sexy
Stephen Colbert Wonderful
Pistachios
92 45 58 53 Intelligent
Jerry Seinfeld (rumored) 97 71 60 52 Funny
Jason Alexander (rumored) 95 58 54 49 Funny
Larry David (rumored) 80 26 52 46 Funny

Source: E-Score Celebrity

E-Score Celebrity is conducted weekly among a nationally representative sample of 1,100 respondents ages 13+

E-Score Celebrity is a comprehensive resource for celebrity measurement and evaluation, ranking more than 7,500 celebrities and newsmakers from entertainment, sports, politics and culture on awareness, appeal and 46 different personality attributes.

* The E-Score is a composite measure that encapsulates the relative marketing effectiveness of each individual celebrity in the E-Score Celebrity database. Ranked on a scale from 0 to 100, the calculation takes into account not only traditional awareness and appeal, but also factors in negative measures to better gauge true marketability.


Kate Middleton, Pharrell Williams Top List of Celebrity Trend-Setters

December 19, 2013
Kate Middleton

Women’s #1: Kate Middleton

pharrell

Men’s #1: Pharrell Williams

Americans have always looked toward celebrities for the latest styles and trends and to find out what’s hot and what’s not. Consumers make many of their decisions on everything from fashion, hairstyles and diets to cars, music and home decorating based on what they see in celebrity culture.

Using E-Score® Celebrity, we surveyed people across the country to see which celebrities will have the most influence over consumers’ decisions on styles, trends and fashion in the year ahead.

Americans will be looking toward two women from across the pond for the latest fashions, with Kate Middleton and Victoria Beckham as the two most trendsetting female celebrities. Rap and urban music will set the tone for men’s style, with the likes of Pharrell Williams, Ne-Yo, Sean “Diddy” Combs, Macklemore, Usher and Jay Z all in the top 10 among male celebrities. The trendiest couple will no doubt be the Beckhams, with soccer star David joining his wife high on the list.

The top 25 female trendsetters:

  1. Kate Middleton2012 Vanity Fair Oscar Party Hosted By Graydon Carter - Arrivals
  2. Victoria Beckham
  3. Gwen Stefani
  4. Tyra Banks
  5. Jennifer Lopez
  6. Elle MacPherson
  7. Heidi Klum
  8. Sarah Jessica Parker
  9. Pippa Middleton
  10. Jaclyn Smith
  11. Giuliana Rancic
  12. CiaraKaty-Perry
  13. Kendall Jenner
  14. Kerry Washington
  15. Blake Lively
  16. Beyonce
  17. Cindy Crawford
  18. Katy Perry
  19. Garcelle Beauvais
  20. Kelly Rowland
  21. Halle Berry
  22. Jennifer Aniston
  23. Nicole Scherzinger
  24. Nicole Richie
  25. Pink

The top 25 male trendsetters:

  1. Pharrell Williamsmacklemore
  2. Ne-Yo
  3. Sean “Diddy” Combs
  4. Macklemore
  5. Justin Timberlake
  6. Usher
  7. Jay Z
  8. David Beckham
  9. Will.i.am
  10. T.I.
  11. Tony Hawk
  12. Adam LevineBudweiser Made In America Festival Benefiting The United Way - Day 1
  13. Drake
  14. RuPaul
  15. David Bowie
  16. Prince
  17. Pitbull
  18. Taye Diggs
  19. Antonio “L.A.” Reid
  20. Lenny Kravitz
  21. Robin Thicke
  22. Will Smith
  23. Nelly
  24. Johnny Depp
  25. Psy

Each survey includes 1,100 persons with general representation across income, age, education and geographic demographics to represent a cross-section of the U.S. population.

E-Score is a product of E-Poll Market Research, a full service consumer research company that provides quantitative and qualitative research to media, entertainment and Fortune 1,000 companies. E-Poll was founded in 1997 and is headquartered in Los Angeles. More information is available at http://www.epollresearch.com.


2013 Annual E-Poll Holiday Survey

December 12, 2013

While the holiday season should be filled with love and joy, this year may find many Americans agitated due to the recent government shutdowns and online snafus.

So this year, for our annual Holiday Survey we gave people a chance to change the way Washington D.C. works, and shake up the status quo.

 

As approval ratings for the President and Congress plummet to all time lows, maybe it’s time to switch them out with some of America’s most loved celebrities. It was a close vote, but the nominees in order of popularity are:

  1. Tom Hanks  45%Inauguration Concert
  2. Morgan Freeman  44%
  3. Oprah Winfrey  36%
  4. George Clooney  31%
  5. Ellen DeGeneres  27%
  6. Sandra Bullock  26%
  7. Robert De Niro  21%
  8. Matt Damon  16%
  9. Angelina Jolie  16%
  10. George Takei 13%

(note: multiple responses allowed)

 

Among the companies listed below, which one do you think would have done the best job of building the Healthcare.gov website?

  1. Google 26%google
  2. Microsoft 20%
  3. Apple 12%
  4. Facebook 5%
  5. Walmart 3%
  6. Coca-cola 1%
  7. Home Depot 1%
  8. Tesla 1%
  9. Twitter <1%
  10. General Motors <1%

Facing unemployment, perhaps our politicians want to try their hand at acting? As part of the E-Poll survey, Americans cast political figures for which classic holiday characters they’d be a best fit to play in a remake. Here are the top picks:

“It’s A Wonderful Life”

Barack Obama 1George Bailey 1

“Miracle on 34th Street”

John McCain 3Kris Kringle 3

“Grinch Who Stole Christmas”

Sarah Palin 4Cindy Lou Who 2

“Frosty The Snowman”

Chris Chistie 2Frosty 2

“Bad Santa”

Bill Clinton 3Bad Santa 2a

“Elf”

Joe Biden 2?????????????

“National Lampoon’s Christmas Vacation”

Hillary Clinton 3Ellen Griswold 3

Thinking about how the government shutdown may have affected you, do you plan to spend more, the same, or less this holiday season compared to previous years?

I plan to spend more this holiday season

6%

I plan to spend the same amount this holiday season

57%

I plan to spend less this holiday season

37%

Which television family would you most like to spend the holidays with?

1.     The Robertsons, “Duck Dynasty”  18%Miss Kay, Phil, Willie, Korie, Jase and Si Robertson (from left)

2.     The Pritchetts, “Modern Family”  15%

3.     The Crawleys, “Downton Abbey”  7%

4.     The Bravermans, “Parenthood”  5%

5.     The Kardashians, “Keeping Up With The Kardashians”  5%

6.     The Bluths, “Arrested Development”  4%

7.     The Hecks, “The Middle”  4%

8.     The Goldbergs, “The Goldbergs”  4%

9.     The Bates, “Bates Motel”  2%

10.  The Thompsons, “Here Comes Honey Boo Boo  1%

The following are selected open-ended responses we received for the top five TV families :

Why would you most like to spend the holidays with the Robertson family?

1. Because their values and mine are similar. I would like to take a weed whip to their beards, though!!!

2. I like ducks, camo, and beards.

3. They are most like my family only a little more sane.  Plus they would be a BLAST to be around.

4. I am from Louisiana, love their values and way of life. Least fake of all reality shows.

Why would you most like to spend the holidays with the Pritchett family?

1. They would be the most fun and I think we would get along the best. Also, they would not make me eat squirrel or bullfrog.

2. Crazy and likable.

3. They’re fun, always a good story going on, and the women are hot.

4. Gloria duhh.

Why would you most like to spend the holidays with the Crawley family?

1. Because they are sophisticated, well educated and financially well off.Crawley Family 1

2. If you’ve ever spent an English Christmas you won’t have to ask.

3. They live in a great house, are waited on hand and foot, and I always wanted to visit England.

4. It would be an interesting experience to go back in time. They also dress up for their meals, FABULOUS.

Why would you most like to spend the holidays with the Braverman family?

1. They have the close knit kind of family, they all have each other’s backs. Lots of love in that family.

2. This is such a fun, interesting and true to life family. One of my favorite shows.

3. They are fun and they drink a lot!

4. Like the level of dysfunction and love between them.

Why would you want to spend the holidays with the Kardashian family?

 1. I love their fashion style and would love to get tips from them.
 2. It’s a lifestyle and a freeness I will never know in this lifetime.
 3. It would be full of drama, plus outstanding gifts.
 4. They just seem like a fun group of people, and a little over the top so the holidays would be spectacular and memorable.

Why do you plan on spending less this holiday season?

1. Because of the ObamaCare, we do not have the extra money that we would have had.

2. Because of the shutdown, my husband’s hours were cut drastically.

3. I am tired of Christmas being SO over-commercialized. I’m getting off this merry-go-round.

4. SOMEBODY has to reign in spending; the morons running the country are unable or unwilling to do it.

Why do you plan on spending more this holiday season?

1. I can’t take it with me when I die and I want to do good as an American.

2. Just feeling in the xmas spirit this year. Plus my nephews and nieces are older.

3. More money to spend this year. Share the wealth!

4. Life is too short to worry about the government issues. Family and friends are what matter.

The 2013 Holiday Survey polled 1,100 men and women ages 13-54 with general representation across income, age, education and geographic demographics to represent a cross-section of the U.S. population.


Marilyn Manson, Pee Wee Herman and Dennis Rodman Top List of 2013 Creepiest Celebrities

October 23, 2013

With Halloween just a few weeks away and as people across the country get ready for the scariest day of the year, a recent survey reveals Marilyn Manson as the creepiest celebrity of 2013. The survey was conducted by E-Score®, a leading consumer research service that provides information to media and entertainment companies.

Did we forget anyone? Comment below and let us know any creepy celebrity that we forgot — or just tell us how much someone on our lists creeps you out.

The creepiest celebrities in the country for 2013, in order of creepiness:


Johnny Manziel Appeal Rating Drops 50 Percent According to Just-Released Survey

September 20, 2013

College football superstar Johnny Manziel has fallen from the good graces of the American public, according to a just-released survey by E-Score®.

In a survey completed this week, only 49 percent of respondents indicated they found Manziel appealing, significantly lower than the 87 percent average for the 1,400 athletes tracked. Data from a survey conducted in January 2013, just after Manziel’s Heisman win, shows 97 percent of respondents found him appealing. While Manziel suffered a decrease in appeal of 50 percent during the past 8 months, the survey also showed his awareness went up 67 percent during the same time period.

When asked to choose from a list of attributes describing Manziel, respondents selected rude, 27 percent; overexposed, 43 percent; and insincere, 19 percent. These numbers increased dramatically from the prior survey, which showed the number of respondents selecting those attributes as being significantly lower (rude, 2 percent; overexposed, 5 percent; insincere, 5 percent).

manziel

E-Score surveyed 1,100 persons with general representation across income, age, education and geographic demographics to represent a cross-section of the U.S. population.

“It’s apparent the recent autograph incident with the NCAA and on-field grandstanding has taken him out of the public’s favor,” said Gerry Philpott, president of E-Poll Market Research. “While this may not impact his ability as a player, it most certainly will have a huge consequence as far as future endorsement deals and his financial worth as a professional athlete.”

E-Score is a leading consumer research service that provides information to media and entertainment companies. E-Score is produced by E-Poll Market Research, a full service consumer research company that provides quantitative and qualitative research to media, entertainment and Fortune 1,000 companies. E-Poll was founded in 1997 and is headquartered in Los Angeles. More information is available at www.epollresearch.com.


Ranking the Batmen: Part 2

August 23, 2013

With Ben Affleck soon to be the newest Dark Crusader, we decided to take another look at our Batman index and see where Affleck ranks against previous Batmen.

Using both E-Score Celebrity and E-Score Character we calculated an index based on Batman’s E-Score Character attribute scores and ranked which actor comes closest.

batman 2 copy


Ford, Chevrolet and Porsche have highest awareness and appeal among consumers

August 13, 2013

The auto industry has gotten off to a strong start for the second half of 2013, with a 14 percent sales increase for July and predictions that total U.S. sales could reach 16 million vehicles for 2013. A new survey on the auto industry conducted by E-Score®, a leading consumer research service that provides information to media and entertainment companies, shows consumer awareness and attitudes toward the major auto brands.

Ford and Chevrolet maintain their positions as the two brands with the highest awareness and overall appeal among consumers with luxury brand Porsche making its way into the top five for both categories as well. Acura, Land Rover and Toyota boast the highest brand loyalty, and Honda tops the list for “trust” and “better than competitors.” Among those brands coming in with low scores across-the-board are Scion, Kia and Fiat.

“During the past several years, consumers’ criteria for choosing a car have shifted much more toward efficiency, environmental impact and size,” said Gerry Philpott, president of E-Poll Market Research, the provider of E-Score data. “Attributes like reliability and trust are continuing to be increasingly important to consumers as they build their relationships with brands.”

Following are the results from the survey of 1,500 persons with general representation across income, age, education and geographic demographics to represent a cross-section of the U.S. population. Like, dislike, loyalty and attribute percentages are of respondents who indicated awareness of brand.

 

Brand Awareness % Like % Dislike % Loyalty % Reliable % Leader % Trust % Better than
Competitors %
Top 5 Ford Chevrolet GM Acura Honda Ford Honda Honda
Chevrolet Ford Chrysler Land Rover Toyota Mercedes Toyota Mercedes
Dodge Honda Scion Toyota Chevrolet Honda Chevrolet Toyota
GM Toyota Fiat Honda Volvo Chevrolet Ford Porsche
Porsche Porsche Buick Tesla Ford Toyota Volvo Tesla
Bottom 5 Tesla Fiat Tesla Fiat Fiat Fiat Fiat Scion
Scion Scion Lincoln Range Rover Tesla Kia Tesla Fiat
Lincoln Land Rover Infiniti Chrysler Jaguar Scion Kia Kia
Range Rover Kia Audi Buick Scion Mazda Scion Chrysler
Fiat Subaru Honda Volkswagon Porsche Subaru Jaguar Mazda

 

Brand Awareness % Like % Dislike % Loyalty % Reliable % Leader % Trust % Better than
Competitors %
Ford 81 48 7 47 30 42 19 28
Chevrolet 78 49 10 50 32 37 20 26
Dodge 78 33 13 42 24 24 15 18
GM 78 35 17 39 20 28 12 18
Porsche 76 45 8 49 13 32 7 32
Buick 75 24 15 34 24 16 14 14
Volkswagen 73 34 8 35 28 23 14 17
Nissan 72 32 9 49 29 21 14 17
BMW 70 38 7 52 20 36 13 27
Toyota 70 47 10 60 37 36 22 33
Honda 69 48 6 59 40 37 22 34
Chrysler 68 22 17 28 17 18 8 9
Volvo 63 26 8 49 31 23 16 17
Acura 62 31 7 67 29 23 12 20
GMC 62 36 11 50 26 31 15 21
Mercedes 61 42 8 42 23 38 14 34
Subaru 60 21 11 48 26 14 13 13
Cadillac 59 36 8 43 18 34 11 25
Jaguar 59 36 9 39 10 22 6 19
Kia 57 20 15 46 17 8 6 9
Hyundai 54 29 12 51 26 14 11 15
Infiniti 54 30 6 41 22 24 10 22
Audi 51 38 6 54 20 26 9 23
Lexus 51 38 8 55 23 29 12 30
Land Rover 49 19 15 64 22 21 9 14
Mazda 47 24 9 43 23 12 8 12
Fiat 46 14 17 23 8 8 3 8
Range Rover 45 23 15 25 17 17 7 17
Lincoln 35 35 5 47 17 30 13 26
Scion 34 17 17 55 12 9 6 7
Tesla 12 37 4 56 8 36 5 32
Average 60 32 10 46 22 24 12 20

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