Report Talent Barometer_Dec.'09

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Talent Barometer Pilot Study Report December 2009 by www.exactcc.ro for

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What is e-Talent Barometer?

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Key indicators Complex analysis e-TB Insights (findings) Strategic insights Conclusions/ Recommendations Multiple Correspondence

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e-TB Utility

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Methodology 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 943 cases: Error margin: +/- 3% The Sample is randomly generated, probabilistic and weighted according to standard demographics and level of urbanization The sample is representative 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

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Sample Structure

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Tested Celebrities (Pilot - Dec.’09)

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Model of Analysis: Ratings & Segments 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 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. Low Popularity/High Burn High Popularity/High Burn High Popularity/Low Burn Low Popularity/Low Burn

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15-49 y.o. Celebrity Ratings www.exactcc.ro December 2009

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15-24 y.o. Celebrity Ratings www.exactcc.ro December 2009

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25-34 y.o. Celebrity Ratings www.exactcc.ro December 2009

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35-44 y.o. Celebrity Ratings www.exactcc.ro December 2009

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45-49 y.o. Celebrity Ratings www.exactcc.ro December 2009

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Male Target Celebrity Ratings www.exactcc.ro December 2009

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Female Target Celebrity Ratings www.exactcc.ro December 2009

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Low Education Celebrity Ratings www.exactcc.ro December 2009

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Medium Education Celebrity Ratings www.exactcc.ro December 2009

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High Education Celebrity Ratings www.exactcc.ro December 2009

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<50K Cities Celebrity Ratings www.exactcc.ro December 2009

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50-200K Cities Celebrity Ratings www.exactcc.ro December 2009

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www.exactcc.ro December 2009 >200K Cities Celebrity Ratings

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Bucharest Celebrity Ratings www.exactcc.ro December 2009

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Light Tv Consumption Celebrity Ratings www.exactcc.ro December 2009

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Medium Tv Consumption Celebrity Ratings www.exactcc.ro December 2009

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Heavy Tv Consumption Celebrity Ratings www.exactcc.ro December 2009

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Multiple Correspondence Map 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.

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Celebrities Popularity & Tv Station Preference (Correspondence Map ) – 15-49 Urban www.exactcc.ro December 2009 X Y

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Celebrity Popularity Score Associations(Demographics and TV Channels Consumption) 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

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Celebrity endorsement model (Celebrity Attributes) 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).

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Attributes Impact on Popularity Ratings (Regression Model) – 15-49 Urban www.exactcc.ro December 2009 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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Mihaela Radulescu & Andreea Marin Attributes (Correspondence Map ) www.exactcc.ro December 2009 X Y

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Prepared By www.exactcc.ro December 2009 For