Report Talent Barometer Dec.09

Conclusions/ Recommendations Multiple Correspondence Key indicators Complex analysis Strategic insights

Data Collection
Data is collected by CATI Technique (Computer Assisted Telephone Interview) using professional, trained operators
Period: 02-17 December 2009
The CATI software System allows the highest level of data accuracy and system standardization
Sampling
943 cases: Error margin: +/- 3%
The Sample is randomly generated , probabilistic and weighted according to standard demographics and level of urbanization
The sample is representativ e for the Romanian population 15-49 y.o.
Respondents are selected via mobile phones database ( random digit within mobile phone operator ), covering 95% of Total Urban Population in Romania

SAMPLE Abs. Col % Sex Male 468 49.7% Female 475 50.3% Age 15-24 years old 268 28.4% 25-34 years old 290 30.7% 35-44 years old 269 28.6% 45-49 years old 117 12.4% Education Low education 339 35.9% Medium education 397 42.1% High education 208 22.0% Personal Income Under 800 RON 304 32.2% Between 800-1400 RON 258 27.3% Between 1400-2000 RON 135 14.3% Between 2000-4000 RON 119 12.6% Over 4000 RON 41 4.3% DK 87 9.2% Locality size Small urban (under 50 000 inhabitants) 325 34.4% Medium urban (with 50-199 000 inhabitants ) 261 27.7% Large urban (over 200 000 inhabitants) 211 22.3% Bucharest 147 15.6% TOTAL 943 100%

Bubble size = Awareness% Segmentation Map Celebrities with Medium to Low Popularity Score and Medium to High Burn Percentages : These celebrities have been overexposed or controversial over time (not necessarily on TV, but also on other Media) and are not very liked by selected the target. Celebrities with Medium to High Popularity Score and Medium to High Burn Percentages : These celebrities have been overexposed or controversial over time (not necessarily on TV, but also on other Media), but are still liked by the selected target. Celebrities with Medium to Low Popularity Score and Medium to Low Burn Percentages : These celebrities have not been overexposed or controversial over time (not necessarily on TV, but also on other Media) and are not very liked by the selected target. Celebrities with Medium to High Popularity Score and Medium to Low Burn Percentages : These celebrities have not been overexposed or controversial over time (not necessarily on TV, but also on other Media) and are very liked by the selected target. Awareness – Percentage of those who know the celebrity Popularity – Weighted score from those who Like the celebrity or it is their Favorite Burn – Percentage of those who liked the celebrity, but now are tired of it Low Popularity/High Burn High Popularity/High Burn High Popularity/Low Burn Low Popularity/Low Burn

The Multiple Correspondence Map is an instrument that graphically represents the relationships that exist between celebrities and more targets or segments at a time (demographics, consumption, TV station, etc). The relations are set according to the Popularity scores for each celebrity on every target included into the model;
The Map has 2 axes according to which every celebrity is positioned depending on the scores calculated on each target/segment: X & Y;
A strong relationship between a celebrity and a target/segment is given by a small distance on the map between the point of the celebrity and the point of the target/segment, both on X and Y;
These 2 axes have different contributions when assessing a relationship between a celebrity and a target/segment; these contributions are different from one celebrity to another, and from one model (map) to another;
For instance, X may have a significant more important contribution than Y for celebrity a; in this case, the relationship between that celebrity and the targets/segments is given more by the distance on X.

Demographics Affinity: 45-49 y.o . , 35-44 y.o . , <50K Cities, Heavy TV consumers TV Channels Affinity: Pro TV, Acasa Tv, Kanal D, Realitatea Tv, Antena 1 Demographics Affinity: 45-49 y.o . , 35-44 y.o . , Males, Heavy TV consumers, Bucharest TV Channels Affinity: Realitatea Tv, Prima Tv, National Tv, TVR1 Demographics Affinity: 45-49 y.o . , Low Education, Females TV Channels Affinity: National Tv, Kanal D, Pro Tv, Prima Tv, Antena 1, Acasa Tv Demographics: Over 90% Popularity on All Targets (constant levels), with slightly Affinity on: Males, Medium & High Education, 45-49 y.o .; TV Channels: High levels of Popularity are found among those who watched the most (the last month) the following TV channels: Prima TV, B1 TV, Antena1, Discovery, Pro TV Demographics Affinity: Heavy TV consumers , 15-24 y.o ., <50K up to 200 K Cities, Low Education TV Channels Affinity: Antena 1, Sport.ro., National Tv, Kanal D Demographics Affinity: 45-49 y.o . , Low Education, Heavy TV consumers TV Channels Affinity: Acasa Tv, National Tv, Antena 1, Kanal D Demographics Affinity: High Education, 45-49 y.o ., Bucharest TV Channels Affinity: Antena 3 Demographics Affinity: 45-49 y.o . , Female, Light TV Consumers TV Channels Affinity: , Kanal D , Antena 1, Acasa Tv Demographics Affinity: 45-49 y.o . , Low Education, Heavy TV Consumers TV Channels Affinity: National Tv, Acasa Tv, Kanal D Demographics Affinity: Low Education, Female, Heavy TV Consumers TV Channels Affinity: Acasa Tv, National Tv, Kanal D, Antena 1 Demographics Affinity: 45-49 y.o . , 35-44 y.o ., Heavy TV Consumers TV Channels Affinity: Antena 1, National Tv, Kanal D Demographics Affinity: Heavy TV Consumers, Low Education, 45-49 y.o . TV Channels Affinity: Kanal D, National Tv, Acasa Tv

Celebrity endorsement refers to the marketing/advertising campaigns that use a celebrity (public face) with the purpose to promote a certain product or service. In order to choose the most fitted celebrity for the campaign, research data is needed.
The celebrity endorsement research has shown that the attributes of the celebrity have shown the most research support as effectiveness indicators with regard to celebrity endorsements advertising. These attributes are:
Credibility - an attribute actually defined as being made up of the sub-attributes:
Attractiveness
Trustworthiness
Expertise (Talent)
Likeability
Familiarity
Gender
While all were shown to have a positive impact on the persuasiveness of the celebrity as an endorser, Credibility , Familiarity , and Likeability outweigh Gender in their importance.
We have adapted the model for two Romanian, very well-known celebrities: Mihaela Radulescu and Andreea Marin, as an exemplification purposes.
The tested attributes are: Credibility (Attractiveness, Trustworthiness, Expertise/Talent), Similarity (with the respondent ) and Life style Model (for the respondent).
We have used a regression model in order to asses the importance of each attribute to the Popularity score for the 2 celebrities (next page).

The attribute that explains the best the Popularity score is Trustworthiness for both of the celebrities;
In case of Andreea Marin , the identification of the target (15-49 Urban) with the celebrity ( Similarity – with the respondent ), has also an important impact on the levels of Popularity (11%). The Life style model has 9% impact, then the attribute Talented (5%). Physical attractiveness is only 2% important for the Popularity Score in case of Andreea Marin;
For Mihaela Radulescu , the Talent is 13% important for the Popularity score, 12% the Life Style model , 11% Physical attractiveness . The attribute of Similarity (with the respondent) has a rather negative impact on the popularity for Mihaela Radulescu (-3%).

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Report Talent Barometer Dec.09

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Report Talent Barometer Dec.09 — Presentation Transcript