The world operates on a number of universal constants; gravity, taxes and women love men that can dance.  Dancing with the Stars has existed as a platform for celebrities to sashay their way into the hearts and minds of women.

This is particularly true for celebrities from the world of sports, many of whom are unknown outside the universe of XY chromosomes.  We wondered how those athletes rated with women once they saw them on the dance floor.

Effect of Dancing with the Stars Appearance

Using data from E-Score Celebrity we looked at football stars Chad Ochocinco, Warren Sapp and Jason Taylor along with race car driver Hélio Castroneves.  We compared their scores with women before and after their appearance on DWTS to gauge how the show can improve female opinion.

All four stars increased their scores in both awareness and top two appeal among females.  The largest increase in female appeal score came to Warren Sapp who increased his score by 29 percentage points. For awareness among women, Warren Sapp’s awareness doubled and Jason Taylor’s almost tripled.

DWTS has proven itself as a stage for athletes of all varieties to present themselves in a different light and attract a fan base to which they may not otherwise have access.  E-Score Celebrity can gauge how a celebrity’s actions on screen or off can affect how the public views and recognizes them.



• Vampire Weekend
• Phoenix
• Arcade Fire

• Vampire Weekend
• Phoenix
• Arcade Fire

Musicians, unlike actors, have the ability to construct a public persona without the worry of an acting job distorting their image.  Where actors generally must portray a number of different characters and personalities, musicians have only one persona.  This gives musicians the opportunity to market themselves with a distinct style and ”brand.”

Since celebrities cannot easily impart their looks, talent, or money to the adoring public, fans can at least dress like them.  Using E-Score Celebrity and Music together we wondered which musical artists are best suited for their own clothing lines.

Interest in Seeing Musician’s Clothing Line

Utilizing E-Score Music’s ability to gauge brand extendibility and Celebrity‘s appeal and attribute measures we can gauge potential interest in a recording artist’s fashion line.  We matched artists’ strong awareness, appeal, stylish and trend-setter E-Score Celebrity scores and ranked them with E-Score Music’s data on ”Interest in Seeing Musician Designing Clothing or Accessories.”

Topping the list is Selena Gomez. The teen actress turned singer, turned designer will be releasing her own fashion line ”Dream Out Loud” this August.  Coming in second is Gwen Stefani with her established L.A.M.B fashion line that continues to grow into fragrance and other accessories.

Source: Awareness greater than or equal to 16% ,like a lot greater than or equal to 15%, bottom 3 box less than or equal to 10%, stylish greater than or equal to 20%, trend-setter greater than or equal to 10%

Using the two E-Score products together you can combine the appeal and attribute scores in Celebrity with the brand extendibility and talent measures in Music to judge public interest in an artists clothing and accessory line.

While many brands look to create a brand image around one uniquely identifiable spokesperson, CoverGirl has taken a different approach.  CoverGirl’s portfolio of diverse endorsers varies almost as much as the number of ‘red’ lipsticks.  CoverGirl uses their celebrity endorsers’ specific qualities to impress onto their own brand.  We wondered what celebrity endorsers’ qualities are being applied?

Celebrity Endorsers Apply a Different Color

Using E-Score Brand we looked at CoverGirl’s strongest attributes and which of their celebrity endorsers are buoying those traits. Covergirl’s leading attributes are A Leader, Classic, Trustworthy and Sexy.  Looking at E-Score Celebrity data, CoverGirl endorsers Queen Latifah, Ellen DeGeneres, Rihanna and Drew Barrymore each provide support to different aspects of CoverGirl’s brand image.

Queen Latifah’s above category average Confident score aid the brands  A Leader score, Ellen’s above average Trustworthy score helps with the same brand attribute for CoverGirl,  Drew Barreymore’s strong Classic score benefit Covergirl’s Classy score and Rihanna’s above average Sexy score improves the same trait for Covergirl.

Source: E-Score Celebrity; Covergirl Endorser attributes with above category avg. scores.
E-Score Brand; CoverGirl highest rated attributes

It would be difficult to find one celebrity that encompasses all the different traits comprising the CoverGirl brand. CoverGirl employs a portfolio of endorsers with individual strengths to shape their public brand image.  E-Score Brand with Celebrity can identify which traits connect with the public and which celebrities can assist in implementing a successful brand strategy.

Lying between playing in the sandbox and perusing the mall exist a commonly overlooked youth segment known as tweens (ages 9 – 12).  Tweens are unique in their strong brand loyalty, lower price-sensitivity, importance of family and high value of ”fitting in” with peer groups.

Gender also plays a significant role in tween preference and recognition. While there are properties that garner broad appeal, most top ranked characters differ from boys to girls.  Looking at tween aged boys and girls we wanted to know how gender plays a role when picking favorites.

Tweens’ Favorite Characters

Using E-Score Character Kids we looked at both girls and boys ages 9 -12 favorite characters.  The difference in appeal is stark as there are zero characters appearing in both boys and girls top 15 most appealing characters.

iCarly topped the list for girls with a like a lot score of 75% while not even appearing in the boys top 5 favorite characters list. Also in the girls top 5 is Alex Russo (Wizards of Waverly Place) and Alvin and the Chipmunks, neither appearing in boys top 5.  Phineas and Ferb topped the list for boys with a 66% like a lot score, followed with Iron Man and Dug (Up), all not appearing in the top 5 for girls.

E-Score Character Kids not only allows you to look at specific sub groups of hard to reach ages but examine how gender plays a considerable role in character appeal.

Warner Bros. Animation is betting audiences still have an appetite for 80′s cartoon revivals as the Thundercats returns in 2011 to Cartoon Network in a new animated show.  The humanoid cat-like aliens are being groomed to attract tween to young teen audiences with a more mature anime-style design.

Thundercats has fleetingly appeared in media in the past years aside from the occasional t-shirt and tweens are unlikely to have even seen the original series.  Do the Thundercats contain the power to capture the hotly-contested attention of young audiences or will they fall to the legion of live-action tween sitcoms-stay tuned!

Thundercats Attribute Scores

Using E-Score Character Kids we looked at how 6-12 years olds perceive Thundercats.  71% see the Thundercats as ”a hero” 36 points higher than the animated character average (71% vs. 35%).  Thundercats were seen 10 percentage points higher than average for ”cool” (44% vs. 34%) and 15 points higher than average in ”exciting” (39% vs. 24%). Also, Thundercats earned a ”brave” score more than double the average for animated characters (58% vs. 27%). Thundercats awareness among boys is 20%, 18 points lower than animated character average but substantial despite limited use.

Looking at the attribute scores we can see a strong moralistic component to how current younger audiences view Thundercats.  In the original show each episode would focus on a value or moral that allowed for their victory against the evil Mumm-Ra.  Thundercats virtuous characteristics have carried to current young audiences and carved out an identity despite limited exposure.  E-Score Character Kids has the ability to measure characters despite any lapsed exposure or obscurity.

Source: E-Score Character Kids 6-12

Catchy slogans have long been a key tactic for marketers seeking to encapsulate a brand image in only a few words.  From Allstate’s ”You’re in good hands.” to BMW’s ”the ultimate driving machine” a strong slogan is instantly associated with its corresponding brand.

Effective slogans are also enduring, and this can become a double-edged sword for brands looking to change or update their image.  Fast-feeder KFC is facing an uphill battle in convincing customers to unthink its image for greasy, finger lickin good fried chicken, and research data from E-Score Brand shows that obsolete or out-of-use slogans are still recalled by a surprisingly large percentage of survey respondents.

Fast Food Slogan Recall

Using E-Score Brand we looked at what slogans are identified with some of the largest fast food chains and how well their current slogans performed. Respondents aware of the brand were asked an open-ended question ”what is the slogan for this brand?”

McDonald’s and Burger King have successfully imprinted their slogans on current consumers with ”i’m lovin’ it” identified by 60% of McDonalds brand respondents and Burger King’s ”Have It Your Way” weighing in at a ”whopping” 62%.  Taco Bell’s current slogan ”Think Outside The Bun” was recalled by 31% of respondents, but the long-unused ”Run For The Border” also garnered 16% recall.

Less effective, however, has been KFC’s ”UNTHINK.” campaign.  Despite the launch of a successful line of grilled chicken, only 2% associate the ”UNTHINK.” slogan with the KFC brand, while past tagline ”It’s Finger Lickin’ Good” came to mind for a full 45% of respondents.

An effective slogan can be a valuable source of brand equity, but marketers looking to alter their image should recognize that they, like KFC, will have a long and difficult road to travel if an old slogan has taken root in the public consciousness.  E-Score Brand can help unlock the awareness and associations that consumer have with your brand and slogan.

According to FastTrack Television which of the following shows is the most “Talked About”?

• Gossip Girl
• 90210
• The Vampire Diaries

As May comes to a close so does the network TV season, and with it the conclusion of several long-running series.

No ending was more notable than the series finale of Lost which sparked major water-cooler buzz.  Less noted, but still historic is the end of NBC perennial Law & Order.  After 20 years the crime drama is hanging up its badge, tied with Gunsmoke as the longest-running drama series in network history.

Where Lost follows a complicated and detailed story arc, Law & Order requires little or no knowledge of the show’s history to enjoy an episode.  We wondered how these two opposing show formats affect how viewers watch?

Weighing Lost vs. Law & Order

Using FastTrack Broadcast we looked at both Lost and Law & Order’s ”Makes a Special Effort to Watch” scores and compared those data to the average for all broadcast programs.  Lost’s average ”Special Effort to Watch” score is 30 points higher than broadcast average (77% vs. 47%).  For the past two seasons Lost’s audience ”Talked About the Show” score almost double the broadcast average (57% vs. 30%) and ”Keeps Attention” was 19 percentage points better than average (73% vs. 54%).

On the other hand, Law & Order’s ”Special Effort to Watch” score came in 9 points lower than broadcast average (38% vs. 47%).  Though lacking fanboys Law & Order succeeded via an ”Intelligent” score 20 points above average (56% vs. 36%) and 17 point-above-average in ”Intriguing” rating (56% vs. 39%).

Both Lost and Law & Order were extremely successful programs but with very different viewing patterns. Lost’s format created a loyal group of viewers but established a steep learning curve for any new coming watchers where Law & Order was not ”must-see” TV, but its consistent appeal allowed viewers to jump into a season at any point.  FastTrack Television can be used to understand how show formats and content drive program viewing and interaction.

According to FastTrack Television which of the following shows is the most “Talked About”?

• Gossip Girl
• 90210
• The Vampire Diaries

Long-standing video game producer Atari announced several changes to its board of directors including the return of co-founder Nolan Bushnell.  The re-integration of Bushnell is with hopes of refreshing the brand and returning to relevancy in an evolving gaming environment.

Bushnell co-founded Atari in 1972 when two paddles and a ball were cutting edge and computers were the size of Winnebago’s.  Bushnell has recently been quoted as saying ”one of the real assets for Atari is it has a really, really cool worldwide brand, and I think there’s a lot of good things to do with that brand and name recognition.”  But what, exactly is the Atari brand about today?  A quick look at E-Score Brand suggests that Atari’s aspirations to be known for more than just its classic 8 bit games could have obstacles even Frogger couldn’t navigate.

Atari Awareness and Attribute Scores

Using E-Score Brand we looked at how Atari is currently perceived by the public.  Awareness scores for the game producer demonstrate the brand’s current challenging position and indifference with younger audiences.  Atari’s awareness among younger audiences age 13-24 is 33 points lower than older generations ages 25-54 (30% vs. 63%).  Atari’s highest attribute scores are for classic, out-of-date and nostalgic.  Atari’s out-of-date score is 31 points higher than its category average (7% vs 38%).

Source: E-Score Brand

Representative quotes from the consumer comments regarding Atari include ”outdated,” ”from when I was a kid,” ”obsolete” and ”what do they do now?”

Source: E-Score Brand, Atari attribute score compared to Videogame Company average

The Black Eyed Peas have transformed from a Los Angeles-based hip hop troupe to a global marketing juggernaut partnering with the likes of Apple, Samsung and BlackBerry.  The traditional career trajectory for most musicians follows a path of greater CD/digital sales and larger concert venues.

Turning that concept on its head, The Black Eyed Peas represent a new breed of artist that doesn’t simply rely on album sales to generate income but instead creates endorsements, extension and corporate sponsorships.  Utilizing E-Score Music we looked at what ingredients put the Black Eyed Peas on corporate America’s top playlist.

The Black Eyed Peas and Everyone Else

According to E-Score Music The Black Eyed Peas have an above average appeal across all key age demographics.  Looking at artists with similar awareness, The Black Eyed Peas top-two box appeal among 18-25 year olds is 19 points above average (58% vs. 39%). Among the older age group 35-54, The Black Eyed Peas broad appeal tops the average by 8 points (56% vs. 48%, top-two box appeal).  Among other recording artists with similar awareness, The Black Eyed Peas rank the highest in cool and in the top 10 in both unique and trend-setter.

What also makes The Black Eyed Peas unique is their ability to retain a band identity while generating recognition to individual band members.  In an open-ended question asking to name members of The Black Eyed Peas; over 60% of respondents were able to name at least one member of the band.

Using E-Score Music we see that The Black Eyed Peas combine high awareness, broad appeal and positive perceptions.  This mixture of traits has made them a success not only for themselves but for their sponsors as well.

• Care Bears
• Fraggle Rock
• Smurfs

• Care Bears
• Fraggle Rock
• Smurfs

The rights to Snoopy, Charlie Brown and the rest of the Peanuts gang have been bought by the Schulz family and the Iconix Brand Group as an addition to their portfolio of licensing brands.  The iconic characters have long been a licensing success, with over 1,200 agreements worldwide from Snoopy riding the MetLife blimp to Hallmark Cards urging ”Cheer Up, Charlie Brown.”

Public reports have speculated that the relatively low price of the deal may be due to the troubles of the newspaper industry and the declining popularity of the Peanuts franchise among younger consumers.  Using E-Score Character, we took a look at how the classic comic strip characters are perceived after more than 60 years in print.

Peanuts Interest by Age

Despite a dearth of new Peanuts media properties since the death of creator Charles Schulz, interest and appeal are still high for the Peanuts gang. According to E-Score Character Peanuts scored a top-two box appeal of 66%, well above the 49% for comics category average.  Kids 6-12 gave Peanuts a 67% top-two box appeal and 73% top-two box appeal for Kids 2-5.  65% of kids 6-12 would be very or somewhat interested in seeing Peanuts in a TV show and 58% are interested in seeing Charlie Brown & Company in a movie.

Peanuts generates an awareness E-Score above category average for people 13 to 49 and kids 6-12.  In spite of Peanuts’ absence from any recent TV and film productions, kids’ 2-5 awareness E-Score for Peanuts is about equal to its category average.

Looking at Peanuts E-Score Character scores can reveal latent extensions and opportunities for both kids and adults.  Classic characters like Peanuts that have withstood decades of changing technology and culture can rely on years of equity and established distinctiveness.  E-Score Character can tap into why these characters have withstood time and what their future potential may hold.

Conan O’Brien is moving to cable and into the eager arms of TBS.  Conan’s new show will air at 11 p.m. placing him in direct competition not only with Leno, Letterman and the late night talk shows, but also with cable heavyweights The Daily Show with Jon Stewart and The Colbert Report.

The ”I’m With Coco” phenomenon demonstrated the strong allegiance of Conan’s young audience.  However, despite professing reverence for Conan, many college-aged viewers still kneel to the altar of Stewart and Colbert which raises the question: is there room for a lanky redhead in the 11 p.m. mindshare of young audiences?

Taking the 12:30 version of his show as representative of the type of program he will bring to cable, we wondered how Conan would compare against The Daily Show and The Colbert Report.

Conan vs. Stewart & Colbert

Using FastTrack Late Night we looked at Program Elements to see how the 12:30 Late Night with Conan O’Brien matches up against The Colbert Report and The Daily Show.  Late Night scored a 47% for Host while The Daily Show and Colbert earned 66% and 63%, respectively.  Late Night earned a 44% for Humor with The Daily Show scoring the highest with 61% and Colbert close at 59%.

Source: FastTrack Late Night, One Year Show Average, Program Elements Rated Excellent

Colbert and Stewart offer a slightly different product incorporating news and politics at the same time garnering impressive humor and host scores.  Squaring off against Comedy Central’s late night duo poses a different kind of challenge for Conan than network television presented.  Predicting how Conan may fare against Colbert and Stewart requires looking beyond number of viewers and into the source of his appeal.  Understanding viewer’s favorite show elements and habits offers greater audience insight that goes further than ratings.

The Oprah Winfrey Show is ending after 25 years, throwing the daytime TV market into a tizzy as new and old programs fight for Oprah’s mantle and coveted time slots.  One contender for Oprah’s throne is none other than Rosie O’Donnell.

However, much has changed since O’Donnell’s first daytime talk show, the successful The Rosie O’Donnell Show which ran for six seasons from 1996 to 2002.  On the show, her playful banter with audience and guests earned her the title ”The Queen of Nice.”  More recently she has been engaged in a number of public spats with Donald Trump, Elisabeth Hasselbeck and Bill Donohue, president of the Catholic League, among others.

While the details of O’Donnell’s proposed new show are still being ironed out, we wondered, how does Rosie stack up?

Does Rosie Measure Up?

Using E-Score Celebrity we compared appeal and attribute scores of Oprah Winfrey, Ellen DeGeneres and Rosie O’Donnell.  Among women 18-54, O’Donnell earned a top-two box appeal (”Like a lot/Like”) E-Score of 21% where Ellen and Oprah scored 64% and 52%, respectively.  O’Donnell’s articulate E-Score came in at 10% where Ellen and Oprah scored 18% and 29%.  O’Donnell’s funny E-Score of 37% is above Oprah’s 18% but bellow Ellen’s 74%.

From this comparison, we can see that Rosie is unlikely to simply reprise her previous format.  Viewers may see the ”Queen of Nice” days are behind her, and her E-Scores indicate a more polarizing personality.  With a profile similar to other polarizing figures like Glenn Beck or Rush Limbaugh, is the new Rosie returning to TV at the right time, or does the daytime audience still require a kinder, gentler approach?

Miranda Cosgrove of iCarly fame recently inked a new seven-figure contract with Nickelodeon to continue her popular show for an additional 26 episodes.  Such a large contract for an age-specific cable network show highlights the potential star power of young TV actors.

Cosgrove, as well as actors from Hannah Montana and High School Musical have proven to be successful beyond television in music, film and merchandise.   In the modern youth-oriented culture, today’s teen idol can be tomorrow’s multi-media superstar.  TV programs targeting the youth audience can be fertile ground to grow celebrity appeal and awareness among the fickle 13-17 age demographic.

Top 10 Teen TV Celebrities That You Don’t Know

To find the next generation of teen stars, we looked for actors who are liked by teens but are not yet on the radar of adults.  We used E-Score Celebrity and the Answer Center to generate a list of the top 10 TV actors who have the biggest difference in top-two box appeal among ages 13-17 compared to 18-54.

The list is topped by a trio of actors from ABC Family’s The Secret Life of the American Teenager.  India Eisley, Daren Kagasoff and Megan Park have a difference in appeal of over 30 points comparing 13-17 to 18-54. Leighton Meester of Gossip Girl and Michelle Trachtenberg of Buffy the Vampire Slayer fame and more recently Mercy earned appeal differences respectively of 31 and 25 points. The list also includes newcomer Dianna Agron from the wildly popular Glee with an appeal difference of 20 points.

E-Score Celebrity in MediaSYNC has the ability to look at appeal among specific age groups to reveal opportunities within age demographics.

Fox has decided to not renew the drama 24 for a ninth season.  Increasingly high production costs and diminishing ratings in a competitive time-slot spelled out the end for the show.  Despite 24′s cancellation it may not be the last time we see Jack Bauer fighting insurgents and interrogating terrorists.  Speculation is a 24 movie may be in the works citing show producer Howard Gordon.

Television programs and characters making the jump to the big screen aren’t unheard of.  Sex and the City, Star Trek and The X-Files each spawned a series of feature films.  The viewing public’s opinion of the already familiar subject matter and characters can help determine the success of a jump to the silver screen.

Character Extendibility: Jack Bauer Coming to a Theater Near You

Using E-Score Character extendibility measures we looked at Jack Bauer’s potential as a big screen action star.  Bauer received an Interested in seeing in a movie E-Score of 58% top two box which is above the category average.

Action Hero Comparison

We also looked at how Bauer matched up with other successful action movie protagonists.  James Bond, Jason Bourne and Captain Kirk’s Exciting E-Score respectively are 61%, 64% and 46%. Bauer earned a  Exciting score of 54%.  Bond, Bourne and Kirk’s Brave E-Score fall between 62% and 59%; Bauer earned a 57% Brave E-Score.  E-Score Character can be used to look into a character’s potential extendibility and success in different media.

• Sheldon Cooper (The Big Bang Theory)
• Charlie Harper (Two and a Half Men)
• Michael Scott (The Office)

In recent attempts to expand and grow its brand Gatorade has broadly extended its product lineup and refashioned its long-standing logo.

At a recent analyst meeting PepsiCo CEO Indra Nooyi said the company has not been happy with its North American beverage business. Last year volume dropped by 12% along with a 10% decline in sales per BusinessWeek.  Both the Gatorade and Tropicana brand refreshes by PepsiCo have been publicly criticized.  Gatorade’s brand refresh inlcuded a new logo coupled with a tweak on the product name to G. These changes may have been too much for consumers to swallow.

Gatorade Logo vs. Name Awareness

Using E-Score Brand data we looked at the recent awareness scores for Gatorade.  In January 2010 Gatorade received a name awareness score of 80% while the logo received an awareness of just 34%. In reports using the older logo, Gatorade had awareness levels of 82% for both name and logo.

E-Score Brand has the power to dig deeper and uncover the source of problems as well as possible solutions. Looking at Gatorade’s numbers by age reveal a trend.  The 13-17 demographic has an image and logo awareness discrepancy of only 1 point.   As you move older the gap grows widely.  Ages 18 to 24 has a discrepancy of 12 points, 18 to 49 a discrepancy of 34 points and 25-54 a gap of 47 points.  Younger audiences that have a short history with Gatorade and a more plastic view of the logo have recognized the change where older consumers still hold on to the classic design.

Gatorade’s universally recognizable lightning bolt and green font had become a standard in sports.  A change in logo and product lineup created confusion between logo and name that Gatorade’s maketing has not yet overcome.  Understanding consumer connections not only with the product but the logo itself can help steer a successful brand strategy.

• The Price is Right
• Jeopardy!
• Wheel of Fortune

Discussions between Conan O’Brien and Fox over the ousted redhead‘s new late-night show continue to move forward with rumors and speculation over where Team Coco will set up shop.  The Wrap is reporting a number of syndication companies have shown interest in producing a syndicated show for Conan that would air as an early fringe or access talk show before primetime.  This shift in time would be a stark change from Conan’s previous gigs as a late-night host and may be a shake up for syndicated TV.

How Would Conan Do in Syndication?

If Conan was to make the change as an early fringe show how would he compare with current syndicated talk shows?  Using FastTrack Television Late Night and Weekday we looked at how The Tonight Show with Conan O’Brien scored against existing syndicated talk shows.  Viewers of The Tonight Show with Conan O’Brien stated their top two reasons for watching the show were “I Like the Host” and “The Comedy Sketches”.  An average of all syndicated talk shows reveals the top rated program features include “Host/Anchor” and “Show Idea”.  Regardless of time slot, appeal of the host is a key element for any talk show

In developing a new show, understanding the elements of current successful programs can help better assess audiences and produce a hit. FastTrack Television measures not only viewership and consumption habits but why and how current viewers engage with a program.

Source:FastTrack Weekday June 2009 – February 2010

Source:FastTrack Late Night June 2009 – February 2010

• BMW
• Volkswagon
• Audi

Part of MediaSYNC’s Answer Center, the Comprehensive Search tool is an easy way to generate ranked lists using date  range, demographic and/or behavioral filters.  Lists can be created by specific awareness, attribute and appeal scores.  Reports can be easily downloaded and viewed as an Excel file.

Most Stylish Celebrities Among 18-34 Year Olds

To demonstrate the Answer Center’s Comprehensive Search we performed a query generating a list of the most Stylish celebrities according to 18-34 year olds during the year 2009.

When creating an Answer Center query, you will select parameters for date range, category and traits desired.  Then you will select any desired filters using either existing E-Poll “quick filters” or custom filters of your own design.

In this case, we specified E-Scores from January 1st to December 31st, 2009 in all categories ,with Stylish scores greater than or equal to 20% and Awareness greater than or equal to 10 percent.  Finally, we specified a demographic filter of ages greater or equal to 18 and less than or equal to 34.  The resulting list shows that Tim Gunn is considered the most stylish celebrity among ages 18 to 34.

Toyota’s troubles over the past year have been well documented since acceleration problems first surfaced in September 2009, and continuing through several recalls covering millions of vehicles.   However, new E-Score Brand data shows that Toyota’s situation has taken a drastic turn for the worse in the past month following a Congressional inquiry and high-profile apologies by company executive.

A Drastic Decline

As recently as early February 2010, Toyota was showing a decline of about ten percent on average on a selection of key brand equity attributes measured by E-Score Brand from pre-crisis levels in August 2009. However Toyota’s most recent E-Scores are showing an average decline of 26 percent in just the past month – more than 34 percent since the story broke.  While all parts of the company must respond decisively to the situation, the message to brand and crisis managers is clear: frequent and timely monitoring of brand equity is crucial.

Decline in Core Brand Attributes

Before the recall, Toyota’s High-Quality and Reliable scores were both well above the auto category average and among its top scoring attributes, reflecting Toyota’s strong brand position.  Based on the most recent survey, Toyota’s scores on these core brand attributes are now at or below industry averages, indicating the magnitude of the problems facing Toyota.

E-Score Brand can help determine what actions a brand needs to take to achieve their desired position in the eyes of consumers, measuring brand equity not only on a timely basis, but also assessing the impact on core brand attributes.

Source: E-Score Brand

Conveniently enough E-Poll Market Research tracks the awareness of more than 5,000 celebrities and has already made a similar comparison.  Our E-Score Celebrity service (no relation to E-Trade) measures awareness of both name and face and here’s what it shows: data from E-Score Celebrity, by E-Poll Market Research.

Name Awareness:

Lindsay Lohan   77%

Oprah Winfrey  89%

Madonna            91%

Image (Face) Awareness:

Lindsay Lohan   69%

Oprah Winfrey  92%

Madonna            67%

On a full name basis, Lindsay Lohan has substantially lower awareness than Oprah Winfrey and Madonna.

A famous American Express ad campaign featured celebrities giving clues to their identity and asking the question, “Do you know me?”

For those whose business involves celebrities, awareness is a critical issue, and one that can be complicated to evaluate.  For example, the American Express campaign relied on celebrities who are recognizable by name but not by their faces.

This is why a unique feature of the E-Score Celebrity methodology measures both name and face recognition to determine total awareness among your target.

Image vs. Name Awareness

Using E-Score Celebrity you can determine the source of a famous personality’s recognition.  We looked to see which celebrities have the largest gaps between face and name recognition.  In TV, gaps in name to face recognition came from John C. McGinley (Dr. Cox on Scrubs) and Ed O’Neill (Al Bundy from Married With Children and more recently Jay Pritchett of Modern Family ).  Both actors have a face recognition 40 points higher than their name.

The situation can be reversed in sports and other fields, where name recognition is more prominent.  Personalities with considerably better known names over faces included J.K. Rowling, Lance Armstrong and Shania Twain.  In today’s multi-platform media environment, a clear understanding of a personality’s fame can help determine the best way to use their celebrity effectively.

The wealth of information captured in the survey reveals that individuals in different life stages can have very similar demographic profiles but different attitudes and media usage.  For example, the 18 – 49 demographic group familiar to TV and advertising executives is made up of people in seven different stages, with College Students, New Nesters and Married No Kids comprising nearly equal proportions.  Three of the life stages have a median age of 37 or 38.  Yet when examining behavior, the life stages are distinct and exhibit clear differences.

The survey goes on to explore the definitions, distinctions and habits of each of the life stages in detail, covering such data points as financial situation, leisure activities, life satisfaction, activities on which they are spending more/less time, and usage of, and attitudes regarding a wide range of media technologies.

Implications for Media and Technology Companies

Among the questions addressed in the research, the study assesses the importance of various media technologies to each of the life stages, with a laptop as the item most difficult to give up for most groups, particularly college students at 80% saying it would be “very hard to give up.”  Meanwhile, smartphones are particularly important to Single No Kids households at 64%, and significantly less so to Empty Nesters (32%).  A DVD player, DVD subscription service, Video on Demand (VOD) and HDTV are most important to New Nesters, with Teens feeling less attachment to those technologies, while College Students are hooked on their iPods and video game consoles.  A full list is below.

About The Study

“Life Stage:  Its Impact on the Future of Traditional and Emerging Media” is a national pilot research study to examine the impact of life stages on emerging media.  Further studies will be fielded in the coming months to gain additional insight into key consumer trends that facilitate cross-industry discussions about today’s reality and the future of potential digital entertainment offerings.  For more information about life stage research, please contact E-Poll Market Research at 877-MY-EPOLL, or fill out a request form here.

• Princess Tiana (The Princess and the Frog)
• Ariel (The Little Mermaid)
• Cinderella

• Fringe
• Lost
• Supernatural

• Charts and graphs may be downloaded from MediaSYNC as images
• List Views now have a search box to quickly find an E-Score
• Printing now enabled in Firefox internet browser

• Fringe
• Lost
• Supernatural

Still grinning from its record breaking Super Bowl, CBS got another reason  to smile when comedy The Big Bang Theory surged to a ratings season high with a 6.0 rating with adults 18-49 according to TVbythenumbers.com.  With the valuable time slot following the successful Two and a Half Men, Big Bang has proven itself a hit, increasing its ratings in each succeeding season.

The Big Bang Theory Program Scores

Using FastTrack Broadcast we can track the correlation between The Big Bang Theory’s increased ratings with a progressive increase in show attributes and opinions.  Overall opinion of the show improved among viewers each season.  In season one 45% of viewers rated the show Excellent, 58% in season 2 and 61% in the current season. Viewers who rated show Situations as excellent increased from 47% in season one to 55% in season three.  Main Characters of the show increased their excellent rating from 56% in season one to 67% in season three.   FastTrack Broadcast can reveal specific viewer opinion of a program and which characteristics are leading to successful ratings.

Source: FastTrack Broadcast, Program Rated Excellent Among Program Core Viewers

Source: FastTrack Broadcast, Rated Excellent Among Program Core Viewers

Source: FastTrack Broadcast, Rated Excellent Among Program Core Viewers

According to E-Score Brand which of the following media providers  is considered  the “highest-quality”?

• Comcast
• Time Warner
• Cox

Fresh off his performance of the national anthem at the NFC Championship Game, American Idol winner Kris Allen can be seen in ads for Ford’s Fusion Hybrid.  Ford has been a long-standing sponsor of American Idol, with many promotional tie-ins.  Kris Allen’s relationship with Ford during his time on American Idol appears to have grown on the automaker, which recently released a new TV ad featuring the singer.

Kris Allen Keeps Ford in Tune

Ford’s return to profitability has relied upon the message of  reliability combined with an American-made product.  Kris Allen’s “hometown boy” genuine character fit with the automaker’s objectives and goals.  By using Allen’s popularity the resurgent Ford can bolster its comparative advantage against its competitors.

Allen’s top two-box appeal of 73% is far above his category average and greater than Ford’s appeal of 45%.  Ford also has a higher than category average score in both Trustworthy and Down to Earth.  Kris Allen also scores a higher than category average in those identical attributes.  Kris Allen’s appearance in Ford commercials is a move to reflect some of that hometown charm on to the automaker, and the matching attributes marks a good fit between brand and endorser.

Source: E-Score Brand Data

Source: E-Score Celebrity Data

According to E-Score Brand which of the following mobile phone manufacturers do the most people agree with “I would try products/services by brand“?

• HTC
• Motorola
• LG

According to E-Score Brand which of the following mobile phone manufacturers do the most people agree with “I would try products/services by brand“?

• HTC
• Motorola
• LG

Competition between wireless providers Verizon and AT&T has seemingly reached a boiling point with a bout of besmirching ads and lawsuits.  Verizon took the first jab with the familiar-sounding phrase “There’s a map for that” comparing Verizon’s 3G coverage to that of AT&T.  AT&T countered with commercials featuring celebrity spokesperson Luke Wilson while touting the thousands of apps exclusively available on the iPhone. Verizon appears to have the edge with the more aggressive ads and frequent commercial spots, but is someone winning the telecom arms race?

Verizon and AT&T’s Scorecard

Using E-Score Brand we looked at both Verizon and AT&T’s scores from this January.  Surprisingly the two wireless providers are scoring even.  Both Verizon and AT&T scored an identical 40% top-two box appeal.  Purchase and viewing consideration by non-users for Verizon stands at 12% with AT&T close behind at 8%. When asked “Is a brand I would recommend to family and friends” Verizon scored 32% and AT&T scored 31%.

AT&T and Verizon’s combative ads seem to have canceled each other out.  In early 2008,  before the public spat began, appeal scores for AT&T and Verizon were identical at 38%. Similarly, both Verizon and AT&T’s appeal scores now stand at 40% in January 2010.

• CSI
• CSI: Miami
• CSI: NY

The 67th Annual Golden Globes aired last Sunday with a few surprising winners in the TV categories.  Julianna Margulies beat out previous winner Anna Paquin and Glenn Close for Best Actress in a TV Drama, while Toni Collette knocked off back-to-back winner Tina Fey in the Comedy category.  Meanwhile, Dexter scored two acting awards as Michael C. Hall took down former champs Hugh Laurie and Jon Hamm for Best Actor in a TV Drama, and his cast-mate John Lithgow walked off with the Supporting Actor award.

Surprised by the Golden Globes? We Weren’t.

Using FastTrack Television we looked at best actor winners Dexter, The Good Wife, and United States of Tara for possible indicators of their recent Golden Globe awards.  Among cable programs both Dexter and United States of Tara scored well above the average for main characters.  Viewers of the United States of Tara see the show’s main characters as the best feature of the show.  Among broadcast shows The Good Wife also scored well above average for main characters.  Main characters for The Good Wife also scored as the highest rated feature of the show among viewers.

We looked at the E-Score Character appeal, awareness and attribute scores of The Simpson family.  Homer has the highest awareness score with 62% with Bart nipping at his heels with 61%, Marge with 54% and Lisa at 49%.  Homer is also the most appealing with a score of 54% top-two box.  Each Simpson family character’s highest attribute score is “funny”, except Lisa’s which is “intelligent”.  It is in the second highest attribute score where each character’s persona comes out.

Like all E-Score prodcuts, E-Score Character provides open-end responses that allow further insight into how characters are viewed by the public in their own words.  Among the open-ended questions E-Score Character asks “What do you like about this character?”, “Are there any additional words or phrases you would use to describe the character?” and “What do you dislike about this character?”

E-Score Character will now be fielded on a monthly basis, with data available in MediaSYNC within seven days of survey launch.  In addition to its other market-leading features, E-Score Character now has the most frequent fielding and fastest turnaround in the industry.

• ESPN
• MTV
• Starbucks

As the Tiger Woods drama recedes, controversy still rings in the minds of consumers of his endorsed brands.

Watchmaker Tag Heuer has stated that it supports Tiger but will begin reducing its ads featuring the golfer.  Using E-Score Brand we looked at how consumer opinions of Tag Heuer changed before and after the story broke.

In January 2009, pre-controversy, we asked respondents “What is the first thought that comes to mind when you see the name of this brand?”  3% of open-ended responses mentioned Tiger Woods.  In January 2010 when prompted with that same question 16% of responses mentioned Tiger Woods.  This increased association is also reflected in the decreased appeal of the Tag Heuer Brand.

Can Tag Heuer Hit Out of the Hazard?

Digging deeper we looked at brand connections within a customer base more sought after by Tag Heuer.  Among respondents  with an annual household income over 60K, purchase consideration fell 9% from January 2009 pre-controversy to January 2010 post-controversy.  Tag Heuer though did show a bright spot.  Brand loyalty among Tag Heuer owners making over 60K moved up by 3 points from January 2009 to January 2010

E-Score Brand can reveal how outside forces can influence consumer sentiment and appeal.  Monthly brand fielding can be performed quickly to provide a clear snapshot in time of public perception.

What celebrity would you most like to spend New Year’s with?

For the 2009 Holiday Survey, E-Poll asked over 1,400 adults (ages 13+) and 500 children (ages 2-12) a variety of holiday questions.

New Year’s Eve is a special night for making resolutions and reflecting on the past year.  The person you are with as the clock strikes midnight also holds some importance.  We asked “what celebrity would you most like to spend New Year’s with and why?”

Most Frequently Answered Celebrities

1. Barack Obama
2. Oprah Winfrey
3. Taylor Swift
4. Ellen DeGeneres
5. Megan Fox
6. George Clooney
7. Jesus/God
8. Jessica Alba
9. Johnny Depp
10. Sandra Bullock
11. Sarah Palin
12. Angelina Jolie
13. Robin Williams
14. Will Smith
15. Brad Pitt

Check out what respondents have in store for these celebrities on the big night.

Click here to read the rest of the results from our holiday survey.

• Dexter
• Curb Your Enthusiasm
• Californication

• Michelob
• Stella Artois
• Budweiser

• Michelob
• Stella Artois
• Budweiser

What Gift do Celebrities Need this Holiday Season?

For the 2009 Holiday Survey, E-Poll asked over 1,400 adults (ages 13+) and 500 children (ages 2-12) a variety of holiday questions.

The Scarecrow needed a brain; Tin Man needed a heart and the Lion pleaded for courage. With gift giving in season we asked respondents which celebrity is in need of a gift and what would you give them?

Most Frequently Answered Celebrities

1. Lindsay Lohan
2. Britney Spears
3. Paris Hilton
4. Barack Obama
5. Kanye West
6. All/Most
7. Jon Gosselin
8. Kate Gosselin
9. Miley Cyrus
10. Oprah Winfrey
11. Jennifer Aniston
12. Tom Cruise
13. Rush Limbaugh

Read to see what gifts celebrities are in desperate need of and post your own suggestions.

Click here to read the rest of the results from our holiday survey.

• Santa
• Frosty the Snowman
• Rudolph the Red-Nosed Reindeer

• Santa
• Frosty the Snowman
• Rudolph the Red-Nosed Reindeer

As part of our annual Holiday Survey, we matched classic holiday characters with their corresponding celebrity alter-egos.  Based on similar attribute scores, these were the matching characters and celebrities:

Separated at birth?

Follow the link to read more results from the holiday survey.  Find out what celebrity respondents would like to spend New Year’s Eve with, what gift certain celebrities are in dire need of this holiday, what gifts teens want this year and much more.

E-Score Celebrity Special Report

The newly released E-Score Celebrity Special Report is an added benefit to your E-Score subscription, and includes analysis and helpful lists covering the period Q4 2008 – Q3 2009.

For more information on this valuable resource, please contact your E-Poll Client Development representative or Michelle Waxman, SVP of Corporate Development at mwaxman@epoll.com or (818) 995-4960 x23.

Britney Spears – Common Sense

Chris Brown – Anger Management Classes

Heidi & Spencer Pratt – A Brain

Jon Gosselin – A muzzle

Kanye West – Humility

Lindsay Lohan – Rehab

Miley Cyrus – To find a neutral place between youth & young adult

Octomom – A bunch of babysitters

Paris Hilton – Talent

Rush Limbaugh – A heart

Taylor Lautner – ME!

Tom Cruise – A new brain, one less psycho

Tyra Banks – Modesty

-What else do you think celebrities should have on their list? Comment and let us know!

Albert Einstein – I would like to understand Relativity.  I think he could explain it

Angelina Jolie – Isn’t it obvious!

Ashley Tisdale – Because she’s famous enough that there would be definite friendship perks, but not so famous that she wouldn’t call me the next day. Also, she’s really pretty and seems like she’d be fun.

Christopher Walken – Creepy and cool guy

Cote De Pablo – HAVE YOU SEEN HER!

Craig Ferguson – He’s funny, kooky. Would be fun to be with at a party.

George Clooney – wouldn’t everybody?

Jesus – He loves me, right? So we should spend New Year’s eve together.

Megan Fox – Should be self-explanatory

Mike Rowe – He seems like a great guy to sit down and have a beer with.

Oprah – Come on! The money that she plays with you know she would hook you up.

Taylor Swift – because kissing her at midnight would be AWESOME!

Ellen DeGeneres- I think she’s hysterical!

Jay Leno – So he can make me laugh

-Comment and let us know who you would like to ring in the new year with!

• Glee
• Modern Family
• The Cleveland Show

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

Clinique
L’Oréal
M.A.C Cosmetics

• Clinique
• L’Oréal
• M.A.C Cosmetics

As 2009 draws to a close, many companies are finding themselves simultaneously closing out the old year and preparing for the new one.

Whether you’re dealing with last-minute projects, trying to complete plans from earlier in the year, or looking ahead to 2010,
E-Poll Market Research is here to help with all your research needs.  We specialize in rapid turn-around, and we’re fully-staffed throughout the busy holiday season.  With industry-leading expertise and flexibility to work within your budget parameters, E-Poll can provide you with:

• Customer Profiling – We have probably already identified your current and potential customers (as well as your competitors’) in our panel among our 500+ profiling data points collected.  We can reach your target quickly and inexpensively.
• Branded Entertainment ROI – Assess viewer involvement, relevance of placement and key drivers of awareness and purchase intent.  Find the greatest convergence of media and message, and measure the actual outcome.
• Tracking – Our single-source panel is ideal for tracking changes in consumer sentiment over time.  Whether you want to re-contact previous panelists or ensure unique respondents in successive waves, the E-Poll Panel is the ideal tool.
• Multi-Platform Ad Effectiveness – Break through media environment clutter to effectively gauge not only reach but consumer interactivity.
• Other Custom Projects – Our experienced team of industry experts is at your service to design and execute custom projects to meet any research need.

• G.I. Joe
• Shrek
• Transformers

• G.I. Joe
• Shrek
• Transformers

• Donald Duck
• Winnie the Pooh
• Minnie Mouse

• Donald Duck
• Winnie the Pooh
• Minnie Mouse

Recently it was announced that America’s favorite mouse, Mickey will be re-imagined and introduced in a new video game as Epic Mickey.  The iconic character is receiving a new look and attitude taking a much tougher role in the upcoming game, while continuing to wear his customary red shorts and white gloves.  Altering any character as beloved and recognized as Mickey can be a difficult task, fraught with risks and challenges as consumers react to the changes.

E-Score Character fields monthly and can track the equity of Epic Mickey or other character across all three age groups of our E-Score Character products (People 13+, 6-12, and 2-5), allowing character creators, programmers and licensees to monitor the attitudes of their most critical audiences to the new character developments.

Along with appeal and attribute scores E-Score Character can also look at extension questions revealing consumer sentiments towards the character branching out in TV, toys, movies, gaming, books and other types of media. Making the right character license decisions is more important than ever as missed opportunities result in lost revenue while the wrong decisions can have an even greater negative impact.

• Best Buy
• GameStop
• GameFly

• Best Buy
• GameStop
• GameFly

Getting insights from ethnic groups is not always easy.  But with E-Score Brand, subscribers can drill down into various demographics and ethnic groups at the click of a button.  Ethnic insight is included at no additional charge.

One industry which is facing rapid change and may do well to look to the Hispanic market for insights and clues to future direction is home entertainment retailing.  New entrants have joined the market, offering convenient and affordable ways to purchase and rent TV shows and movies and incumbents are under attack from all sides.

Source: E-Score Brand; Home Entertainment Retailers, Filtered by Ethnic Background: Latino

Despite a smaller distribution footprint, rental kiosk Redbox led the way with Hispanics in both appeal and interest in new products or services.  Redbox has been quickly expanding locations of its rental boxes through placement in supermarkets, McDonald’s and other retailers.  Open end responses from Hispanics describe Redbox as “cool and easy” and “convenient”.  Subscribers to E-Score Brand can dig deeper and also look at Hispanic and other ethnic groups’ attitudes towards these home entertainment retailers on other attributes like “cool”, “cutting-edge” and “innovative”.  These measures are all available standard with each E-Score product subscription.

• Deal or no Deal (Howie Mandel)
• Family Feud (John O’Hurley)
• Wheel of Fortune (Pat Sajak)

• Deal or no Deal (Howie Mandel)
• Family Feud (John O’Hurley)
• Wheel of Fortune (Pat Sajak)

Check here next week for the answer

Daytime TV – Would You Miss It?

FastTrack Weekday along with all FastTrack products now includes a new measure to gauge viewer’s feelings if a show was to be canceled.   The “Would Miss A Lot” measure can be used in a variety of ways examining viewer investment in a program.  E-Poll took a look at the top 10 weekday shows that viewers “Would Miss A Lot”.

• Dr. Phil
• The Wendy Williams Show
• Dr. Oz

• Dr. Phil
• The Wendy Williams Show
• Dr. Oz

Check here next week for the answer

E-Poll Market Research has compiled a list of the top 20 celebrities that people find creepy but at the same time appealing.

From Robert Pattinson’s brooding vampire, Edward, to the conniving Benjamin Linus played by Michael Emerson on Lost, or Anthony Hopkins’ ferocious Hannibal Lecter, it’s clear that some of our favorite celebrities can combine “creepy” and “appealing” in one package.  At the top of the creepy but lovable list is Stephen King who is loved for his creepy and often disturbing stories.

E-Score Celebrities in any category, excluding “deceased.”  These E-Scores have an Awareness score greater than or equal to 10%, Appeal score greater than 35%, and  a Creepy score greater than or equal to 15%. The E-Scores were fielded after 10/01/2008 among all survey takers.

• Trix Rabbit
• Tony the Tiger
• Toucan Sam

• Trix Rabbit
• Tony the Tiger
• Toucan Sam

Check here next week for the answer

Have no fear, the Michelin Man is here!

Corporate characters typically reflect desired qualities of the brand or product message.  The new-look Michelin Man is intended to take a more active and aggressive role. E-Score Character will measure the Michelin Man along attributes “brave” and “exciting” to gauge how effectively the character is portraying those features. E-Score Character will show how Mrs. Butterworth’s attribute scores “warm” and “sincere” have moved since she revealed her first name.  Use E-Score Character to gauge if your corporate characters are effectively delivering your intended brand message.

GQ

Sports Illustrated

Maxim

Publisher Condé Nast has announced that the 68-year-old Gourmet magazine will be serving its last course. In a struggling industry where circulation and ad revenue has fallen, Condé Nast has decided to focus its catalog by eliminating titles it feels expendable. Along with Gourmet, Condé Nast is terminating magazines Modern Bride, Elegant Bride, and parenting magazine Cookie.

Gourmet Maintains its Sheen

Condé Nast concluded that Bon Appétit, the sister magazine to Gourmet, has the greater chance of success and long term growth. According to E-Score Brand, Bon Appétit earned 24% awareness while Gourmet had only 13%.

Despite the perception that Bon Appétit is better positioned for survival, Gourmet has several strong assets as a brand, including higher appeal (42% vs. 30% for Bon Appétit) as well as a sterling reputation, earning above industry average scores in attributes “Credible”, “High-Quality” and “Informative”. E-Score Brand also reveals that more people agree that Gourmet is a “brand I would recommend” (34% to 18% for Bon Appétit) and “I would try new products/services” from Gourmet (37% to 25%).

• GQ
• Sports Illustrated
• Maxim

Check here next week for the answer

According to E-Score Character which of the following characters is considered the most “appealing”?

Take a moment to share with us some of your most cherished, funniest, or most touching moments of past Holiday seasons. Read and comment about other memories and share some of your own, maybe you will share some in common.

Here are some of our Favorites

1. “The year that I turned 14, ‘Santa’ was trying to accommodate the fact that I was still in between childhood and adulthood. He brought me a 4 foot tall stuffed gorilla and red satin sheets – what a combination!”

2. “Santa leaving a note to forget cookies and leave macaroni and cheese.”

3. “When my grandma got a big clock necklace like Flava Flav.”

4.“Getting my first bike….it was not any bike. My Dad had his boys make it out of airplane wheels and scrap metal in his machine shop. It was right after the war in l946.”

5. “With friends on a beach in the West African coast, with the moonlight shining over us and the rays of the sun at dawn on   Dec 26.”

6. “The first year as a child I got to decorate the tree all by myself and then sat in the dark just watching the lights.”

7. “Christmas without money, it was the kids’ favorite. It was the year after they got so much it filled the living room. I was shocked to find out it was their favorite.”

8. “I got out of the military in time for Christmas and surprised everyone.”

9. “My Dad trying to run and jump over his new car,hitting the hood, and sliding off the other side.”

10. “Finding my kids ‘how to catch Santa’ plans, complete with maps.”

11. “Putting up Xmas lights and finding out there was a short in the line the hard way.”

12. “Spinning around in the court I live in with a torn bean bag in my hands, while singing I’m dreaming of a white Christmas!”

13. “An accidental impromptu Christmas Eve dinner at Denny’s.”

14. “Christmas Tree tipping over and rolling out to the next room while the family ate dinner.”

15. “Watching my brother open up a present that was underwear for my mom.”

Post your favorite, touching, or funny holiday memory. Your name is optional, but please include your age and gender. Happy Holidays!