E-Poll Newsletter

Behavior

As the holiday shopping season swings into high gear, people are looking for affordable gift ideas more than ever. Items that are certain to be given this holiday season are TV shows on DVD.

According to FastTrack™ Television- Broadcast, the top three broadcast TV show DVDs that viewers say they will either definitely or probably purchase are The CW’s Smallville, NBC’s The Office and Fox’s Family Guy.

Source: Source: FastTrack™ Television- Broadcast, fielded October 23, 2008- October 30, 2008.

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Is the Entertainment Industry Recession Resistant?

In a joint study conducted by NATPE and E-Poll Market Research, consumers are more likely to say they will cut back on eating out, shopping for clothes, and vacations before they will give up entertainment expenses such as cable/satellite service, DVD rentals and going out to a movie..

When asked what they will be doing more of, the survey of 2,806 adults cited “staying home,” “watching television,” “visiting video web sites,”, “watching DVD movies,” and “visiting social networking sites” as their top choices during these tough times.

Among other key findings, women are significantly more likely to be thinking about ways to stretch their budget, cut back on activities, pay off debt, and shop for sale items.

Those who say they are most “in control” of their lives are those age 55 or older. Thirty five to 54 year olds appear to be squeezed the hardest by recent economic times and are more likely than other age groups to say they have less freedom to do the things they want.

Also, compared to younger and older respondents, 35 to 54 year olds are more likely to be thinking of ways to stretch their budget. Females and those aged 55 or older are more likely to say they have simplified their lives in the last six months and are more willing to make sacrifices in order to save money compared to males.

The New Media Initiative is a joint venture with NATPE and E-Poll Market Research to determine trends that impact the current and future state of the entertainment industry. Stay tuned for more information upcoming on User Generated Content, Online Viewing Demand, and the state of Reality Television.

Source: E-Poll's New Media Initiative was fielded among E-Poll's U.S. panel August 12, 2008- September 4, 2008.

“Help Me, Help You”

Companies or brands are faced with the challenge of addressing unfavorable perceptions among certain consumer segments which can adversely affect business opportunities.

For example, Ford has an awareness score of almost 90%, but is regarded as “unique” by only 6% of those surveyed. If Ford wanted its products to be perceived as unique by more consumers, the company might consider hiring a spokesperson with a similar awareness score but a much higher unique score.

E-Poll has launched an exciting new product called MediaSYNC™; a powerful suite of research tools which combine to de-mystify a complex media universe. With access to E-Score Celebrity, Brand, Character and FastTrack Television, MediaSYNC allows brand owners not only to identify potential problems in consumer perception, but also to discover a spokesperson or brand partner capable of countering negative attitudes.

Below are some examples of companies with low scores on a key attribute, matched with celebrities with a high score on that same attribute. This is an example of the power of MediaSYNC to solve complex media challenges.

Editors Note: Michael Phelps recently signed to be a spokesperson for Subway, which, like McDonald's has a high “awareness” score of 87% but an even lower “exciting” score of just 4%. On Sunday, November 30th, 60 Minutes will feature a profile of Michael Phelps including information from E-Poll Market Research analyzing Phelps' endorsement and commercial potential.

T-Mobile

Source: E-Poll analysis using E-Score Celebrity and E-Score Brand data from the MediaSYNC™ suite of research products.