Report Talent Barometer Dec.09

Key indicators

Complex analysis

Strategic insights

Conclusions/ Recommendatio

ns

Multiple Correspondence

Data Collection

o Data is collected by CATI Technique (Computer Assisted

Telephone Interview) using professional, trained operators

o Period: 02-17 December 2009

o The CATI software System allows the highest level of data

accuracy and system standardization

Sampling o 943 cases: Error margin: +/- 3%

o The Sample is randomly generated, probabilistic and weighted

according to standard demographics and level of urbanization

o The sample is representative for the Romanian population 15-

49 y.o.

o Respondents are selected via mobile phones database

(random digit within mobile phone operator), covering 95% of

Total Urban Population in Romania

SAMPLEAbs. 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%

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

Bubble size = Awareness%Segmentation Map

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 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 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 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.

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.

Low Popularity/High Burn High Popularity/High Burn

High Popularity/Low BurnLow Popularity/Low Burn

0.0

20.0

40.0

60.0

80.0

100.0

Serban Huidu si

Mihai Gainusa

Andreea Esca

Divertis Catalin Maruta

Razvann si Dani

Dan Negru

Mircea Badea

Mihaela Radulescu

Andreea Marin

Cabral si Mircea Solcanu

Madalin Ionescu

Gabriela Cristea

31.018.0 16.4 15.1 15.6 9.7 14.9 9.7 8.3 7.5 5.2 5.8

48.956.3

45.8 46.3 45.343.7 32.9 38.5 38.3 37.1 35.2

22.1

7.6 14.7

13.1 16.0 17.016.1

14.9 19.6 25.3 25.621.7

21.2

3.8 2.5

7.0 3.4 1.14.4

4.15.9

7.0 1.31.9

1.6

7.7 7.715.9 18.1 15.6 24.6

29.624.7 20.5

23.420.6

27.1

1.1 0.8 2.0 1.2 5.4 1.6 3.7 1.6 0.6 5.115.5 22.2

Never heard Negative Burn Neutral Like Favourite

Popularity %Awareness %

95.483.4

70.4 68.9 68.658.3 55.3 53.0 50.8 48.4 43.0

30.8

-3.8 -2.5 -7.0 -3.4 -1.1 -4.4 -4.1 -5.9 -7.0 -1.3 -1.9 -1.6

98.9 99.2 98.0 98.894.6 98.4 96.3 98.4 99.4

94.9

84.577.8

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa

Andreea Esca


Razvann si Dani

Dan Negru

Mircea Badea

Mihaela Radulescu

Andreea Marin

Cabral si Mircea

Solcanu

Madalin Ionescu

Gabriela Cristea

Popularity Burn Awareness

Serban Huidu si Mihai Gainusa

Andreea Esca

Divertis

Catalin Maruta

Razvann si Dani

Dan Negru

Mircea Badea

Mihaela Radulescu

Andreea Marin

Cabral si Mircea SolcanuMadalin Ionescu

Gabriela Cristea

0.0

10.0

10.0



Bubble size=Awareness

0.0

20.0

40.0

60.0

80.0

100.0

Serban Huidu si

Mihai Gainusa

Razvan si Dani

Andreea Esca

Catalin Maruta

Dan Negru

Mircea Badea

Divertis Cabral si Mircea Solcanu

Andreea Marin

Mihaela Radulescu

Madalin Ionescu

Gabriela Cristea

33.219.3

9.9 11.8 9.618.3 11.3 8.1 5.5 8.1 2.2 4.2

46.1

46.150.4 46.4 44.6 29.0 38.4 37.6 38.2 30.2

23.4 19.8

8.7

13.9 20.2 17.616.0

16.2 15.1 19.6 27.523.2

24.418.6

4.1

1.7 4.13.7

5.54.1 9.0 2.0

7.46.8

1.62.8

7.112.6

13.6 19.7 23.228.6 23.1

25.221.1

28.4

26.028.9

0.86.4 1.8 0.7 1.0 3.7 3.1 7.5 0.3 3.3

22.3 25.6



95.9

75.165.3 64.1 59.1 56.5 55.4

49.7 46.5 42.3

26.7 26.2

-4.1 -1.7 -4.1 -3.7 -5.5 -4.1 -9.0-2.0

-7.4 -6.8 -1.6 -2.8

99.293.6

98.2 99.3 99.0 96.3 96.992.5

99.7 96.7

77.7 74.4

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa

Razvan si Dani

Andreea Esca

Catalin Maruta

Dan Negru

Mircea Badea

Divertis Cabral si Mircea

Solcanu

Andreea Marin

Mihaela Radulescu

Madalin Ionescu

Gabriela Cristea



Razvan si Dani

Andreea Esca

Catalin Maruta

Dan Negru

Mircea Badea

Divertis


Andreea Marin

Mihaela Radulescu

Madalin Ionescu

Gabriela Cristea

0.0

10.0

10.0




0.0

20.0

40.0

60.0

80.0

100.0

Serban Huidu si Mihai

Gainusa

Andreea Esca

Divertis Razvan si Dani

Catalin Maruta

Mihaela Radulescu

Dan Negru

Mircea Badea

Andreea Marin


Madalin Ionescu

Gabriela Cristea

34.117.3 14.3 16.6 13.0 9.5 9.0 13.9 7.8 6.5 5.0 6.7

43.958.2

48.0 43.5 43.141.8 42.2 30.4 37.2 37.2 34.4

19.3

7.8 15.8

13.8 19.316.0 22.6

14.014.4

27.1 28.122.6

22.4

3.81.9

6.3 1.03.2 6.2

3.93.9

4.2 1.3

1.8

2.1

7.9 6.115.5 15.2 22.7 19.1

29.733.8

23.4 22.3

20.830.8

2.5 0.7 2.1 4.5 1.9 0.9 1.2 3.6 0.4 4.715.4 18.8



95.084.1

69.4 68.462.6

55.9 55.8 51.2 48.9 47.0 41.829.4

-3.8 -1.9 -6.3 -1.0 -3.2 -6.2 -3.9 -3.9 -4.2 -1.3 -1.8 -2.1

97.5 99.3 97.9 95.5 98.1 99.1 98.8 96.4 99.695.3

84.6 81.2

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa

Andreea Esca


Catalin Maruta

Mihaela Radulescu

Dan Negru

Mircea Badea

Andreea Marin

Cabral si Mircea

Solcanu

Madalin Ionescu

Gabriela Cristea



Andreea Esca

Divertis

Razvan si Dani

Catalin Maruta

Mihaela Radulescu

Dan Negru

Mircea BadeaAndreea Marin

Cabral si Mircea SolcanuMadalin IonescuGabriela Cristea

0.0

10.0

10.0




0.0

20.0

40.0

60.0

80.0

100.0


Gainusa

Andreea Esca


Razvan si Dani

Mircea Badea

Mihaela Radulescu

Madalin Ionescu

Dan Negru

Andreea Marin


Gabriela Cristea

25.5 21.2 20.8 13.8 13.5 13.4 9.8 7.6 7.4 8.1 7.5 6.1

55.6 59.049.0

51.3 47.234.8 39.4 40.6 40.8 36.1 35.4

22.1

7.1 11.114.4 16.3 18.4

14.7 17.8 18.1 21.3 22.7 26.3

23.7

4.1 2.65.8

2.8 0.4

5.05.6 1.9

4.0 10.0 1.1

0.3

7.6 5.9 9.6 14.515.9

28.0 25.920.9

23.7 21.824.7

25.0

0.2 0.2 0.4 1.3 4.7 4.1 1.5 10.9 2.8 1.3 5.022.9



93.8 90.880.2

72.1 67.454.9 54.1 52.0 51.9 48.2 46.7

31.2

-4.1 -2.6 -5.8 -2.8 -0.4 -5.0 -5.6 -1.9 -4.0-10.0

-1.1 -0.3

99.8 99.8 99.6 98.7 95.3 95.9 98.589.1

97.2 98.7 95.0

77.1

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa

Andreea Esca


Razvan si Dani

Mircea Badea

Mihaela Radulescu

Madalin Ionescu

Dan Negru

Andreea Marin

Cabral si Mircea

Solcanu

Gabriela Cristea



Andreea Esca

Divertis

Catalin Maruta

Razvan si Dani

Mircea BadeaMihaela Radulescu

Madalin Ionescu

Dan Negru

Andreea Marin


Gabriela Cristea

-1.0

12.0

10.0




0.0

20.0

40.0

60.0

80.0

100.0

31.3 31.2 30.6 23.1 17.1 16.2 13.7 13.4 7.3 9.2 9.0 6.5

59.1 52.042.6 49.6

52.1 46.7 47.3 43.4 51.9 43.6 39.734.4

7.96.0

11.73.3 9.3 21.9

8.0 13.520.9

15.5 31.6

18.4

0.02.2 4.2

6.8 3.76.2

3.6 2.12.5

1.60.0

0.7

1.7 8.6 10.814.6 16.8

9.027.4 24.9 6.8

22.918.8

18.9

0.0 0.0 0.0 2.5 1.0 0.0 0.0 2.710.5 7.3 1.0

21.1

Never heard Negative Burn Neutral Like FavouritePopularity %Awareness %

106.0 98.788.6 84.3

77.871.0 67.8 63.4 62.9

57.4 53.144.2

0.0

-2.2 -4.2 -6.8 -3.7 -6.2 -3.6 -2.1 -2.5 -1.6

0.0

-0.7

100.0 100.0 100.0 97.5 99.0 100.0 100.0 97.389.5 92.7

99.0

78.9

-10

10

30

50

70

90

110

-20

0

20

40

60

80

100

120

140

Andreea Esca

Serban Huidu si

Mihai Gainusa

Catalin Maruta

Divertis Dan Negru

Andreea Marin

Mihaela Radulescu

Mircea Badea

Madalin Ionescu

Razvan si Dani

Cabral si Mircea

Solcanu

Gabriela Cristea


Andreea Esca


Catalin Maruta

Divertis

Dan Negru

Andreea Marin

Mihaela Radulescu

Mircea Badea

Madalin IonescuRazvan si Dani

Cabral si Mircea SolcanuGabriela Cristea

-1.0

10.0

10.0




0.0

20.0

40.0

60.0

80.0

100.0


Gainusa

Divertis Andreea Esca

Razvan si Dani

Dan Negru

Catalin Maruta

Mircea Badea

Andreea Marin

Mihaela Radulescu

Madalin Ionescu


Gabriela Cristea

32.320.3 15.9 12.1 10.9 11.9 16.2

5.3 5.1 4.8 3.8 3.3

51.9

49.5 54.947.7 47.1 44.4 32.5

36.7 32.9 32.9 31.918.8

6.4

9.316.5

17.3 13.8 15.013.7 25.6

20.9 19.5 26.8

16.8

2.96.9

2.3

1.3 4.1 3.54.4

7.75.9 2.3 1.7

1.7

5.8 13.1 9.116.1 22.7 23.8

30.623.8

33.1

23.429.8

30.9

0.6 0.9 1.2 5.5 1.4 1.4 2.5 0.9 2.116.9

6.1

28.6



100.4

79.9 78.865.9 63.4 62.3 56.9

44.7 40.5 40.2 37.5

23.7

-2.9 -6.9 -2.3 -1.3 -4.1 -3.5 -4.4 -7.7 -5.9 -2.3 -1.7 -1.7

99.4 99.1 98.894.5

98.6 98.6 97.5 99.1 97.9

83.1

93.9

71.4

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa


Razvan si Dani

Dan Negru

Catalin Maruta

Mircea Badea

Andreea Marin

Mihaela Radulescu

Madalin Ionescu

Cabral si Mircea

Solcanu

Gabriela Cristea



Divertis

Andreea Esca

Razvan si Dani

Dan Negru

Catalin Maruta

Mircea Badea

Andreea Marin

Mihaela Radulescu

Madalin Ionescu


0.0

10.0

10.0




0.0

20.0

40.0

60.0

80.0

100.0


Gainusa

Andreea Esca

Catalin Maruta

Razvan si Dani

Mihaela Radulescu

Divertis Cabral si Mircea Solcanu

Andreea Marin

Mircea Badea

Dan Negru

Madalin Ionescu

Gabriela Cristea

29.720.1 18.2 18.9 14.2 12.6 11.3 11.2 13.6 8.6 5.6 8.3

45.9 57.748.2 43.0

44.1 42.1 42.3 39.9 33.2 40.437.4 25.4

8.813.0

17.016.8 18.4

16.7 24.5 25.016.1 18.3 23.7

25.6

4.62.6

3.20.8 5.8

7.0 0.8 6.3

3.74.6 1.4

1.5

9.5 6.2 12.415.2 16.4 18.5 17.0 17.3

28.626.4

17.723.4

1.5 0.4 0.9 5.3 1.1 3.0 4.1 0.2 4.8 1.714.0 15.8



90.5 87.975.5 71.3

65.4 60.9 59.2 56.8 53.6 53.345.9

37.9

-4.6 -2.6 -3.2 -0.8 -5.8 -7.0-0.8 -6.3 -3.7 -4.6 -1.4 -1.5

98.5 99.6 99.194.7

98.9 97.0 95.9 99.895.2 98.3

86.0 84.2

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa

Andreea Esca

Catalin Maruta

Razvan si Dani

Mihaela Radulescu

Divertis Cabral si Mircea

Solcanu

Andreea Marin

Mircea Badea

Dan Negru

Madalin Ionescu

Gabriela Cristea



Andreea Esca

Catalin Maruta

Razvan si Dani

Mihaela Radulescu

Divertis


Andreea Marin

Mircea Badea

Dan Negru

Madalin IonescuGabriela Cristea

0.0

10.0

10.0




0.0

20.0

40.0

60.0

80.0

100.0


Gainusa

Andreea Esca

Catalin Maruta

Dan Negru


Andreea Marin


Mihaela Radulescu

Madalin Ionescu

Mircea Badea

Gabriela Cristea

24.9 20.8 19.7 14.2 17.8 13.0 13.6 10.8 8.9 6.9 12.7 10.4

54.1 57.250.0 55.3 47.1 53.9

44.7 46.742.5 40.6 28.7 30.1

6.1 9.911.0 10.0

8.1 11.718.9 18.5

16.3 19.513.9 15.0

1.8 2.31.9 2.1

5.0 0.4 7.61.7

7.5 1.5

2.3 2.5

11.3 8.0 16.6 17.5 19.0 15.014.4

16.9 21.315.6 35.1

26.2

1.8 1.7 0.8 0.8 3.0 6.1 0.8 5.4 3.416.0

7.315.8



91.4 88.479.5 76.7 73.7 73.3

65.0 63.056.0 50.9 47.8 45.7

-1.8 -2.3 -1.9 -2.1 -5.0 -0.4-7.6

-1.7-7.5

-1.5 -2.3 -2.5

98.2 98.3 99.2 99.2 97.0 93.999.2

94.6 96.6

84.092.7

84.2

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa

Andreea Esca

Catalin Maruta

Dan Negru


Andreea Marin

Cabral si Mircea

Solcanu

Mihaela Radulescu

Madalin Ionescu

Mircea Badea

Gabriela Cristea



Andreea Esca

Catalin Maruta

Dan Negru

Divertis

Razvan si Dani

Andreea Marin


Mihaela Radulescu

Madalin Ionescu

Mircea BadeaGabriela Cristea

0.0

10.0

10.0




0.0

20.0

40.0

60.0

80.0

100.0


Gainusa

Andreea Esca

Razvan si Dani


Mircea Badea

Dan Negru

Mihaela Radulescu

Andreea Marin

Madalin Ionescu


Gabriela Cristea

35.418.2 19.2 16.2 15.2 15.1 9.3 10.2 7.0 5.5 7.9 3.8

44.6

56.341.0 43.0 44.4

34.6 41.7 37.3 38.3 35.9 32.121.6

9.0 16.3

18.0 16.0 17.9

14.7 19.518.4 25.6

23.2 30.4

24.1

3.7 1.8

1.2 6.5 3.7

4.64.2

4.77.2

1.70.7

0.8

6.4 7.015.5 16.8 17.7

28.8 23.4 28.9 21.5

20.324.3

26.3

1.0 0.4 5.2 1.4 1.1 2.2 1.9 0.4 0.413.3

4.723.4



97.783.6

69.7 67.3 67.157.2 55.6 52.7 48.8 44.1 43.9

27.3

-3.7 -1.8 -1.2 -6.5 -3.7 -4.6 -4.2 -4.7 -7.2-1.7 -0.7 -0.8

99.0 99.694.8 98.6 98.9 97.8 98.1 99.6 99.6

86.795.3

76.6

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa

Andreea Esca

Razvan si Dani


Mircea Badea

Dan Negru

Mihaela Radulescu

Andreea Marin

Madalin Ionescu

Cabral si Mircea

Solcanu

Gabriela Cristea



Andreea Esca

Razvan si Dani

Divertis

Catalin Maruta

Mircea Badea

Dan Negru

Mihaela Radulescu

Andreea Marin

Madalin Ionescu


0.0

10.0

10.0




0.0

20.0

40.0

60.0

80.0

100.0


Gainusa

Andreea Esca

Divertis Mircea Badea

Razvan si Dani

Catalin Maruta

Mihaela Radulescu

Dan Negru


Andreea Marin

Madalin Ionescu

Gabriela Cristea

32.713.2 14.6 18.1 12.9 7.4 9.8 3.2 1.6 2.1 2.0 2.1

48.5

54.8 48.8 36.4 39.6 44.0 34.128.6 30.9 28.0 25.1

10.1

7.519.5

15.417.0 23.8 20.5

27.1

19.328.2 35.1

22.2

25.7

7.2 4.211.1

5.8 2.0 5.1 5.5

8.21.7

5.7

2.8

1.7

4.1 8.3 8.922.1 16.9 21.1 22.2

38.4 32.028.6

29.2

30.3

0.0 0.0 1.2 0.5 4.9 1.9 1.2 2.3 5.6 0.518.7

30.2



97.5

74.6 70.763.6 58.9 55.1

48.9

33.5 33.3 31.2 28.1

13.2

-7.2 -4.2-11.1 -5.8 -2.0 -5.1 -5.5 -8.2

-1.7 -5.7 -2.8 -1.7

100.0 100.0 98.8 99.595.1 98.1 98.8 97.7 94.4

99.5

81.3

69.8

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa

Andreea Esca


Razvan si Dani

Catalin Maruta

Mihaela Radulescu

Dan Negru

Cabral si Mircea

Solcanu

Andreea Marin

Madalin Ionescu

Gabriela Cristea



Andreea Esca

Divertis

Mircea Badea

Razvan si Dani

Catalin MarutaMihaela Radulescu

Dan Negru


Andreea Marin

Madalin Ionescu

Gabriela Cristea

0.0

12.0

10.0




0.0

20.0

40.0

60.0

80.0

100.0


Gainusa

Andreea Esca

Razvan si Dani


Dan Negru

Andreea Marin

Mircea Badea

Mihaela Radulescu

Madalin Ionescu


Gabriela Cristea

35.424.2 19.2 17.0 18.4 11.4 10.9 15.2 10.9 8.1 10.0 7.2

44.954.1

45.1 47.0 44.445.9 42.9 32.5 38.8 39.5 35.2

27.0

8.6 11.0

14.5 12.5 12.914.6 23.9

15.6 18.8 19.1 23.9

18.3

2.4 2.3

1.3 5.8 4.03.5

4.7

2.86.1 2.0 1.2

2.4

7.2 7.614.0 15.6 18.8 22.6

17.1

27.322.6

17.023.8

27.5

1.6 0.9 5.9 2.1 1.5 2.1 0.5 6.6 2.914.3

5.817.7



98.0 90.4

73.9 72.5 72.063.0 59.2 55.2 55.2 51.6 50.2

37.7

-2.4 -2.3 -1.3 -5.8 -4.0 -3.5 -4.7 -2.8 -6.1 -2.0 -1.2 -2.4

98.4 99.194.1 97.9 98.5 97.9 99.5

93.4 97.1

85.794.2

82.3

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa

Andreea Esca

Razvan si Dani


Dan Negru

Andreea Marin

Mircea Badea

Mihaela Radulescu

Madalin Ionescu

Cabral si Mircea

Solcanu

Gabriela Cristea



Andreea Esca

Razvan si Dani

Divertis

Catalin MarutaDan Negru

Andreea Marin

Mircea Badea

Mihaela Radulescu

Madalin Ionescu


Gabriela Cristea

0.0

10.0

10.0




0.0

20.0

40.0

60.0

80.0

100.0


Gainusa

Andreea Esca

Razvan si Dani

Catalin Maruta

Divertis Dan Negru

Mircea Badea

Mihaela Radulescu

Andreea Marin


Madalin Ionescu

Gabriela Cristea

31.313.9 14.2 12.4 19.2 11.3 15.2 9.3 4.2 5.8 3.9 6.0

49.6

59.850.8 52.2 39.4

46.629.6 37.5 44.6 37.7 35.2

23.0

6.8 14.514.1 14.2

14.2 16.2

14.6 18.423.6 28.5

25.4

20.5

2.4 2.7

1.1 1.74.5 5.7

3.54.8

5.8 1.20.8

1.3

8.5 8.114.8 18.6 19.7 19.2

33.528.2

21.222.4

20.8

25.0

1.5 1.1 5.1 0.9 3.0 1.0 3.5 1.7 0.6 4.413.9

24.2



96.680.6

72.0 70.7 68.2 63.752.4 51.5 50.9 46.4 41.1

32.0

-2.4 -2.7 -1.1 -1.7 -4.5 -5.7 -3.5 -4.8 -5.8 -1.2 -0.8 -1.3

98.5 98.9 94.999.1 97.0 99.0 96.5 98.3 99.4 95.6

86.1

75.8

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa

Andreea Esca

Razvan si Dani

Catalin Maruta

Divertis Dan Negru

Mircea Badea

Mihaela Radulescu

Andreea Marin

Cabral si Mircea

Solcanu

Madalin Ionescu

Gabriela Cristea


Serban Huidu si Mihai GainusaAndreea Esca

Razvan si Dani

Catalin Maruta

Divertis

Dan Negru

Mircea Badea

Mihaela Radulescu

Andreea Marin

Cabral si Mircea SolcanuMadalin IonescuGabriela Cristea

0.0

10.0

10.0


High Popularity/Low Burn

Low Popularity/Low Burn


0.0

20.0

40.0

60.0

80.0

100.0


Gainusa

Andreea Esca


Razvan si Dani

Mircea Badea

Mihaela Radulescu

Dan Negru


Andreea Marin

Madalin Ionescu

Gabriela Cristea

28.317.9 14.3 14.7 14.0 11.5 9.7 7.2 5.0 8.6 3.5 5.0

51.357.7

45.5 44.0 43.736.3 38.9 41.2 39.7 32.8

32.615.9

7.2 15.4

13.8 20.0 22.2

16.3 20.0 17.8 24.9 26.419.8

25.4

4.9 1.9

9.9 4.2 0.9

5.36.7 4.0 1.6 10.0

3.5

1.1

7.9 6.515.3 16.7 13.1 28.7 24.3 28.0 23.7

21.4

23.028.0

0.5 0.5 1.2 0.4 6.1 1.9 0.4 1.9 5.2 0.917.7 24.6



93.7 84.6

66.9 66.0 64.853.5 53.4 52.0 47.1 45.7

37.8

23.4

-4.9 -1.9-9.9

-4.2 -0.9 -5.3 -6.7 -4.0 -1.6-10.0

-3.5 -1.1

99.5 99.5 98.8 99.693.9

98.1 99.6 98.1 94.899.1

82.375.4

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa

Andreea Esca


Razvan si Dani

Mircea Badea

Mihaela Radulescu

Dan Negru

Cabral si Mircea

Solcanu

Andreea Marin

Madalin Ionescu

Gabriela Cristea



Andreea Esca

Divertis

Catalin Maruta

Razvan si Dani

Mircea Badea

Mihaela Radulescu

Dan Negru


Andreea Marin

Madalin Ionescu

Gabriela Cristea

0.0

12.0

10.0




0.0

20.0

40.0

60.0

80.0

100.0


Gainusa


Catalin Maruta

Mircea Badea

Razvan si Dani

Mihaela Radulescu


Dan Negru

Andreea Marin

Madalin Ionescu

Gabriela Cristea

24.813.2 12.0 13.2 18.7 12.1 7.5 8.9 6.8 9.5 3.7 3.6

52.8

54.5 53.0 43.4 34.638.5

39.2 36.6 37.3 25.0 29.418.7

7.711.1 22.4

20.311.8 20.3 22.9 25.1

16.7 29.823.2

22.9

7.89.8

3.4

3.7

5.9 0.7 6.1 1.14.5

10.0

1.2

1.2

6.9 10.5 8.817.3 29.0 24.3 23.8

23.6 33.625.7

24.728.7

0.0 0.9 0.5 2.0 0.0 4.0 0.5 4.7 1.1 0.017.7 25.0



90.074.3 70.9

63.3 62.756.7

50.4 50.0 47.539.2 34.9

24.1

-7.8 -9.8-3.4 -3.7 -5.9 -0.7 -6.1 -1.1 -4.5

-10.0-1.2 -1.2

100.0 99.1 99.5 98.0 100.0 96.0 99.595.3 98.9 100.0

82.375.0

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa


Catalin Maruta

Mircea Badea

Razvan si Dani

Mihaela Radulescu

Cabral si Mircea

Solcanu

Dan Negru

Andreea Marin

Madalin Ionescu

Gabriela Cristea



Divertis

Andreea EscaCatalin Maruta

Mircea Badea

Razvan si Dani

Mihaela Radulescu


Dan Negru

Andreea Marin


0.0

12.0

10.0





0.0

20.0

40.0

60.0

80.0

100.0


Gainusa

Andreea Esca


Mihaela Radulescu

Catalin Maruta

Razvan si Dani

Andreea Marin

Dan Negru


Madalin Ionescu

Gabriela Cristea

31.3

7.1 9.821.0 14.0 10.1 6.9 4.8 3.9 3.3 0.0 0.6

50.1

61.9 51.0 26.8 36.7 41.0 42.735.9 34.5 34.4

23.0 15.7

4.220.8

17.1

14.820.5 19.4 22.2

28.524.1 20.4

24.919.0

5.6 2.2

5.7

5.44.1 4.4 1.8 5.2

4.22.0

0.5

0.5

6.2 5.412.7

29.9 22.3 23.316.6

24.931.4

30.4

17.8

22.2

2.7 2.5 3.7 2.2 2.4 1.99.8

0.7 2.09.5

33.841.9



97.0

72.665.7

58.2 57.7 56.2 53.143.0 40.2 39.2

23.016.7

-5.6 -2.2 -5.7 -5.4 -4.1 -4.4 -1.8 -5.2 -4.2 -2.0 -0.5 -0.5

97.3 97.5 96.3 97.8 97.6 98.190.2

99.3 98.090.5

66.258.1

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa

Andreea Esca


Mihaela Radulescu

Catalin Maruta

Razvan si Dani

Andreea Marin

Dan Negru

Cabral si Mircea

Solcanu

Madalin Ionescu

Gabriela Cristea



Andreea Esca

DivertisMircea Badea

Mihaela RadulescuCatalin Maruta

Razvan si Dani

Andreea Marin

Dan Negru



0.0

10.0

10.0




0.0

20.0

40.0

60.0

80.0

100.0


Gainusa

Andreea Esca

Catalin Maruta


Dan Negru

Mircea Badea

Mihaela Radulescu

Andreea Marin


Madalin Ionescu

Gabriela Cristea

31.618.0 13.8 16.8 15.6 9.8 13.9 8.8 6.8 7.1 4.2 2.5

49.157.4

50.7 44.3 44.644.7 35.1 38.6 37.6 37.0 35.0

22.0

7.0 13.215.9

13.7 17.414.8

15.8 20.2 26.3 29.223.9

25.2

3.8 2.33.2 7.0 1.1

5.14.1

7.0 7.2 0.9

1.9

1.6

7.4 8.615.2 16.6 16.4 24.1 27.9 24.5 21.5 22.1

22.6

28.2

1.1 0.4 1.1 1.6 4.9 1.4 3.2 1.0 0.5 3.812.3

20.5



96.484.4

71.4 69.5 68.159.5 55.9 51.8 47.9 47.7

41.3

25.8

-3.8 -2.3 -3.2 -7.0-1.1 -5.1 -4.1 -7.0 -7.2

-0.9 -1.9 -1.6

98.9 99.6 98.9 98.4 95.1 98.6 96.8 99.0 99.5 96.287.7

79.5

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa

Andreea Esca

Catalin Maruta


Dan Negru

Mircea Badea

Mihaela Radulescu

Andreea Marin

Cabral si Mircea

Solcanu

Madalin Ionescu

Gabriela Cristea



Andreea Esca

Catalin Maruta

Divertis

Razvan si Dani

Dan Negru

Mircea Badea

Mihaela Radulescu

Andreea Marin


Madalin Ionescu

Gabriela Cristea

0.0

10.0

10.0





0.0

20.0

40.0

60.0

80.0

100.0

Serban Huidu si

Mihai Gainusa

Andreea Esca

Razvan si Dani


Dan Negru

Andreea Marin

Madalin Ionescu


Mihaela Radulescu

Mircea Badea

Gabriela Cristea

30.2 25.6 20.4 19.8 20.5 12.7 13.3 10.4 11.4 9.4 13.9 15.9

47.0 51.650.2 46.5 41.4

48.7 41.6 45.0 39.5 40.6 31.8 26.3

10.9 13.812.6

9.1 14.3 13.8 21.5 14.4 21.6 17.512.2 13.6

2.9 2.00.7

7.4 2.1 3.1 7.01.3 1.2 4.4

3.4 2.4

8.9 6.513.0 15.4 21.0 20.2 15.9

18.521.4 25.5

33.028.3

0.0 0.6 3.1 1.8 0.7 1.5 0.7 10.3 4.9 2.7 5.713.5



92.3 89.980.8 76.2 72.1 67.7

61.6 60.6 56.6 54.7 52.6 50.1

-2.9 -2.0 -0.7-7.4 -2.1 -3.1 -7.0

-1.3 -1.2 -4.4 -3.4 -2.4

100.0 99.4 96.9 98.2 99.3 98.5 99.389.7

95.1 97.3 94.386.5

-10

10

30

50

70

90

110

-30

-10

10

30

50

70

90

110

130

Serban Huidu si

Mihai Gainusa

Andreea Esca

Razvan si Dani


Dan Negru

Andreea Marin

Madalin Ionescu

Cabral si Mircea

Solcanu

Mihaela Radulescu

Mircea Badea

Gabriela Cristea



Andreea Esca

Razvan si Dani

Divertis

Catalin Maruta

Dan Negru

Andreea Marin

Madalin Ionescu


Mihaela Radulescu

Mircea Badea

Gabriela Cristea

0.0

10.0

10.0





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.

Catalin Maruta

Gabriela Cristea

Andreea Esca

Razvann si Dani Madalin Ionescu



Dan Negru

Divertis

Mircea Badea

Mihaela Radulescu Andreea Marin

Acasa Tv

Antena 1

Antena 3

B1 TV

Discovery

Kanal D

National TV

Prima TV

Pro TV

Realitatea TV

Sport.ro

TVR 1

HBO

-1.0

1.0

-1.0 1.5

Celebrity

Tv StationXX

YY

Demographics Affinity: 45-49 y.o. , 35-44 y.o. , <50K Cities, Heavy TV consumersTV Channels Affinity: Pro TV, Acasa Tv, Kanal D, Realitatea Tv, Antena 1

Demographics Affinity: 45-49 y.o. , 35-44 y.o. , <50K Cities, Heavy TV consumersTV 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. , 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, FemalesTV Channels Affinity: National Tv, Kanal D, Pro Tv, Prima Tv, Antena 1, Acasa Tv

Demographics Affinity: 45-49 y.o. , Low Education, FemalesTV 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: 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 EducationTV Channels Affinity: Antena 1, Sport.ro., National Tv, Kanal D

Demographics Affinity: Heavy TV consumers , 15-24 y.o., <50K up to 200 K Cities, Low EducationTV Channels Affinity: Antena 1, Sport.ro., National Tv, Kanal D

Demographics Affinity: 45-49 y.o. , Low Education, Heavy TV consumersTV Channels Affinity: Acasa Tv, National Tv, Antena 1, Kanal D

Demographics Affinity: 45-49 y.o. , Low Education, Heavy TV consumersTV Channels Affinity: Acasa Tv, National Tv, Antena 1, Kanal D

Demographics Affinity: High Education, 45-49 y.o., BucharestTV Channels Affinity: Antena 3

Demographics Affinity: High Education, 45-49 y.o., BucharestTV 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. , 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: 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: 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: 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

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:o Attractivenesso Trustworthinesso Expertise (Talent)

LikeabilityFamiliarityGender

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).

42%

11%

9%

5%

2%

0% 10% 20% 30% 40% 50%

Trustworthy

Similarity (with the respondent)

Life style model (for the respondent)

Talented

Phisical atractive

Andreea Marin

39%

13%

12%

11%

-3%

-10% 0% 10% 20% 30% 40% 50%

Trustworthy

Talented

Life style model (for the respondent)

Phisical atractive

Similarity (with the respondent)

Mihaela Radulescu

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%).

Trustworthy-Mihaela Radulescu

Trustworthy-Andreea Marin

Phisical atractive-Mihaela Radulescu

Phisical atractive-Andreea Marin Talented-Mihaela Radulescu

Talented-Andreea Marin

Credible-Mihaela Radulescu

Credible-Andreea Marin

Life style-Mihaela Radulescu

Life style-Andreea MarinSimilarity-Mihaela Radulescu

Similarity-Andreea Marin

Male

Female

15 - 24 Y.O.

25 - 34 Y.O.

35 - 44 Y.O.

45 - 49 Y.O.

Low Ed.

Medium Ed.High Ed.

<50K Cities

50-200K Cities

>200K Cities

Bucharest

-0.3

0.4

-0.4 0.5

Celebrity Attribute

Demographics

XX

YY

Prepared ByPrepared By

Report Talent Barometer Dec.09

Entertainment & Humor

high burn percentages

low burn percentages

high popularity score

low popularity score

medium education397

wholikethe celebrity

segmentation map celebrities

selected target