February 16, 2011
Saban Morphs Power Rangers Once Again
Premiering on Nickelodeon this week is the latest rendition of Power Rangers: “Power Rangers Samurai.” The original Mighty Morphin Power Rangers was a phenomenon among kids as both a TV and merchandizing juggernaut. “Samurai,” with American series originator Saban back at the helm, is attempting to return to the series’ roots, revitalize the brand, and speak to the current audience.
Meanwhile, kids’ programming in the last decade has shifted towards irreverent comedies such as The Suite Life of Zack & Cody and Phineas and Ferb. We took a look at E-Score Character Kids to find out if the Power Rangers still have relevancy among today’s kids.
Power Rangers Age Appropriateness
A critical component of appeal for many kids, particularly Tweens, is their perception of age appropriateness, and E-Score Character Kids zooms directly in on this metric to identify Samurai’s likely target as kids 6-9.
76% of kids 10-12 feel Powers Rangers is “for kids younger than me” while only 34% agree “it’s appropriate for kids my age.” 55% of kids 6-9 say Power Rangers is “for kids my age” while only 31% agree Power Rangers “is for kids older than me.”
Source: E-Score Character Kids
Power Rangers may be perceived as too young by the pre-teens, but the 6-9 year olds will be choosing their favorite Ranger before you can say “Go Go Power Rangers!” E-Score Character Kids can look at animated and live action properties based on hard to reach age groups to gauge appeal, awareness and appropriateness.
February 16, 2011
In conjunction with the CSE Group and Bloomberg BusinessWeek, the Nielsen/E-Poll N-Score’s for Athletes making up the Sports Power 100 has been incorporated into an interactive tool comparing the various components that make up the Power 100.
Click on the chart below to open the interactive tool. Chart athletes based on their on and off-field scores, earnings, awareness and their power score.
February 14, 2011
Perry and Leblanc Just want to be Friends
Flashback to the mid 90’s; college funds went to beanie babies, kids squandered their allowances on pogs, AOL was how we got online and Friends was one of the biggest shows on TV.
After the show’s finale in 2004, the six actors went their separate ways in hopes of taking that success into other arenas. Now,with both Matthew Perry and Matt Leblanc returning to TV with new shows, and Cox’s Cougar Town gaining in popularity, it’s almost as if these friends are back in their old neighborhood. We wondered how the intervening time has affected their public perception.
Friends’ Cast Still Strong with Audiences
According to data from E-Score Celebrity, each of the Friends cast members still possesses noticeable star power as they all have E-Scores above 90. In addition, all six stars from Friends hold awareness scores well above the TV Comedy Personality average, with Aniston topping off at 77 followed by Cox at 58 and Leblanc at 57. The Friends cast also earns higher appeal and funny attribute scores than the TV Comedy Actor category. Leblanc and Perry score 60 and 55 for funny respectively, while the average sits well below at 39.
Source: E-Score Celebrity
If their new shows can live up to public perception, these programs are in a favorable position and can capitalize on their huge awareness, appeal, attribute scores and expectations with audiences. If so, can it be long before we are all wearing Doc Martins and dancing the Macarena once again?
February 7, 2011
Olay Looks to Kim Cattrall
In an effort to reach out to women “of a certain age,” Olay has hired Kim Cattrall to endorse their anti-aging body wash and lotion.
The anti-aging beauty category is a large fraction of the industry, and Olay is banking on Cattrall’s image as the powerful, uninhibited Samantha Jones from Sex and the City to appeal to mature women. We wondered how women 35 and older view Cattrall and how she compares to other female celebrities of her peer group.
Kim Cattrall Strong With Older Women
Cattrall’s successful film and television career has made her a marketable star, with an E-Score of 81. While this may not quite match her fellow Olay endorser Carrie Underwood’s E-Score of 97, digging deeper we find that Cattrall is particularly strong among the target market for this product. Using E-Score Celebrity we see that Cattrall’s strongest traits among women 35+ are Glamorous, Confident, Sexy, and Stylish. As compared to the opinions of women ages 13-25, Cattrall is seen as more Attractive, Classy, Interesting and Sexy among women 35+.
Source: E-Score Celebrity, Females ages 35+ vs.13-25 aware of Cattrall
In her age group Cattrall ranks in the top ten for both Sexy and Stylish among female celebrities. Olay is betting that older women can be convinced Cattrall’s beauty secrets come out of an Olay moisturizer bottle. E-Score Celebrity can help uncover a celebrity’s strengths and weaknesses among specific target groups and help identify the right endorser for your brand.