E-Poll Newsletter January 2008

E-Poll | Market Research, November 2007 Newsletter

Behavior

With
faster broadband speeds and HD quality downloads becoming readily
available consumers are viewing more of their favorite TV programming
online.

Television Show Watched online
Heroes 26%
Samantha Who? 22%
The Office 21%
Private Practice 17%
Grey’s Anatomy 17%

Source:
FastTrack™ Broadcast – December 2007 – January 2008.
FastTrack™ Broadcast is a monthly tracking study conducted by E-Poll
to measure awareness, viewing and perceptions of primetime broadcast
programs among a total of 1,000 prime time network viewers ages
13-54.

E-Poll

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Trends

The new era of entertainment news magazines

According
to the most recent wave of E-Poll’s FastTrack™ Weekday survey,
entertainment news magazines are showing some erosion in involvement
measures such as “talked about show” and
“recommended show to friends/family.”

The
show with the highest involvement measures is newcomer TMZ. The proliferation of
up-to-the-minute entertainment news may be taking its toll on more
traditional formats, making stalwarts like ET and Access Hollywood less likely to be
the source of watercooler discussions. While there have not been
significant shifts in stated loyalty or overall opinions of each
show, measures of involvement (talked about show, recommended show to
friends/family) have shown some declines from early 2007 among all
shows except TMZ. Programs
like TMZ that use the
up-to-the-minute format may fare better in the current environment
where it looks like consumers are shifting the way that people
process and pass on entertainment news.

Talked About Show

(Among Women Age 15 to 54)

1st Quarter ’07 4th Quarter ’07
TMZ 14%* 28%
Entertainment Tonight 31% 24%
Access Hollywood 29% 23%
Extra 24% 20%
Inside Edition 27% 19%
The Insider 29% 18%
*Reflects 3rd Quarter of ’07 – when program launched

Source:
FastTrack™ Weekday
January – March 2007 and October – December 2007. FastTrack™ Weekday is a monthly
tracking study conducted by E-Poll to measure awareness, viewing and
perceptions of weekday broadcast programs among a total of 1,000
daytime network viewers ages 13-54.

Opportunities

The
future of high-definition DVD

Recent
developments in the high-definition format wars are reshaping the
home entertainment landscape. Here are our a few findings as part of
E-Poll’s ongoing New Media Initiative to study the trends and
adoption rates of various technologies among consumers.

When
asked about their level of awareness of the current high-definition
DVD market, an equal number of consumers (76%) stated that they have
heard of both Blu-ray and HD DVD formats. Additionally, almost an
equal number of consumers stated that they probably would not
purchase a Blu-ray or HD DVD player anytime soon during the next 6
months.

Have you
ever heard of either theHD DVD player or the Blu-ray disc player before?
Yes – Heard of HD DVD player Total: 76%
Yes – Heard of Blu-ray Disc player Total: 76%

Source:
E-Poll’s new media initiative was conducted among a
representative sample of 1,941 respondents from E-Poll’s U.S.
panel from January 11, 2008 – January 17, 2008.

Likelihood to purchase a
Blu-ray disc player or HD DVD player in the next 6 months
Will not purchase a Blu-ray disc player in next 6 months – (“definitely/probably not”) Total: 63%
Will not purchase an HD DVD disc player in next 6 months – (“definitely/probably not”) Total: 64%

Source:
E-Poll’s new media initiative was conducted among a
representative sample of 1,941 respondents from E-Poll’s U.S.
panel from January 11, 2008 – January 17, 2008.

Additionally,
48% of total consumers stated that they “didn’t
know” which high-definition format currently offered the most
available movie titles. However, consumers age 25-34 who are largely
responsible for the majority of DVD movie purchases, were most likely
to say there are more Blu-ray DVD movie titles currently available
(22%) than HD DVD titles (13%).

Please
indicate whether you think there are currently moreDVD movies available in the Blu-ray format or the HD DVD
format.
Don’t Know Total: 48%
There are more DVD movies available in Blu-ray 25-34: 22%
There are more DVD movies available in HD DVD 25-34: 13%

Source:
E-Poll’s new media initiative was conducted among a representative
sample of 1,941 respondents from E-Poll’s U.S. panel from January 11,
2008 – January 17, 2008.

However,
consumers’ purchasing habits of standard definition DVD’s has
not been affected by the advent of their high-definition brethren
according to 87% of consumers. This clearly shows that up until now a
two format high-definition DVD landscape has led towards confusion
and indifference among consumers which has kept the technology from
reaching mass adoption.

Has your
purchasing of DVD’s changed as a result of findingout about the availability of the Blu-ray and/or HD DVD
formats?
No,
my purchasing of DVD’s has not changed as a result of the
availability of Blu-ray & HD DVD formats
Total:
87%

Source:
E-Poll’s new media initiative was conducted among a representative
sample of 1,941 respondents from E-Poll’s U.S. panel from January 11,
2008 – January 17, 2008.

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