docsummary - The Australian Celebrity Report
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summary - The Australian Celebrity Report
Individual Celebrity Portraits The Celebrity Portraits For each celebrity we create a ‘portrait’ that allows a quick view of their strengths and weaknesses across all 10 traits. Each ‘portrait’ has a celebrity scoreboard which provides their score in each of the key celebrity measurements. First chart is a column chart that provides the individual score for each of the 10 traits for all scores from 1 through to 10. This we call the Traits Score Spread as it indicates the actual scores respondents gave. If the scores are generally spread out across all numbers from 1–10, then the celebrity is probably still establishing themselves and yet to cut through definitively with the key traits, or they may just be viewed as average celebrities. 2 The second are the Positive Dimension spider charts for each of the 10 Traits for the celebrity. These charts provide a footprint indicating the comparative strengths or weaknesses for each attribute. By comparing these charts and table you can determine the strongest trait for each celebrity, and whether that strength is spread out across the scale or comes from strong ‘passion’ for them in that trait. Delta Goodrem Delta Goodrem rose to fame through her role as Nina Tucker on Neighbours. Signed to Sony, Delta is now a multi-platinium, international, pop singer-songwriter who also has gained prominence as a coach and judge on the music talent show The Voice. Average Celebrity Power Score Celebrity’s Power Score Celebrity Power Scale 3933 - 439 931 737 273 545 Recommend Score 2763 Enagagement Score 7000 Informative Score 6000 Buzz Score 5000 Endorsement Score Average Score 4000 Brand Power Score Celebrity 3000 Most Loved Score 2000 Familiarity % 1000 Celebrity Power Score 0 Funniest Score 2763 597 957 334 Highest Score 6936 - 1328 3288 2615 1032 3094 1967 3414 1184 Delta Goodrem 3933 94% 570 1039 1038 372 1825 715 1095 509 Positive Dimension Traits Score Spread Delta Goodrem 70% Average Score 60% Recommend Informed 50% 40% 30% Delta Goodrem Average Score Highest Score Relatability 28% 18% 20% Buzz 21% 14% Role Model 0% 18% Endorsement 10% 20% Humour 40% 60% 0% NEG -2 LOW 3-4 MID 5 HIGH 6-7 POS 8-10 Naonal AllThis People 18+uses the scores from 8–10 (Positive Dimension) chart from all 10 traits as a percentage of the total scores for each trait. This provides an indication of where their positive scores cluster, whether they are mostly across average scores, all highly positive or possibly very polarised. Storyteller 80% Trust Stimulation Naonal Allof People 18+ Most our scores are based on what we call Positive Dimension, which are all the scores from 8–10 added together as a percentage of the total scores. These charts map the Positive Dimension for each of a celebrity’s 10 traits to indicate which ones they are strongest in. 3 Delta Goodrem By Market Delta Goodrem Celebrity Power Score Celebrity Power Score 3,900 3,871 3,527 3,954 Familiarity % Delta Goodrem Familiarity % 4,232 93.1% 93.8% 93.8% 94.9% 91.2% Sydney Melbourne Brisbane Adelaide Most Loved Delta Goodrem Most Score All PeopleLoved 18+ 525 511 526 Sydney Melbourne Brisbane All People 18+ 885 Sydney Melbourne 1,016 Brisbane Adelaide 1,184 Adelaide Buzz Score 2,029 Melbourne 1,535 1,442 Brisbane Adelaide All People 18+ Delta Goodrem Recommend Score 4 1,194 Perth Brisbane Adelaide Perth Funniest Delta Goodrem Funniest Score All People 18+ 953 870 Sydney Melbourne 971 Brisbane All People 18+ Delta Goodrem Endorsement Score 345 Sydney 1,136 Adelaide 1,361 Perth Endorsement 395 415 Brisbane Adelaide 445 294 Melbourne Perth 453 460 Sydney Melbourne Brisbane 696 Perth Sydney Adelaide 568 Perth Informative Delta Goodrem Informative Score 1,693 Recommend 596 476 All People 18+ Perth Buzz Delta Goodrem Sydney Melbourne All People 18+ All People 18+ 2,058 Sydney 669 638 Brand Power Delta Goodrem Brand Power Score 956 Perth 593 Melbourne 703 753 Brisbane Adelaide All People 18+ Delta Goodrem Engagement Score 345 Sydney All People 18+ 914 Perth Endorsement 395 415 Brisbane Adelaide 445 294 Melbourne Perth Delta Goodrem By Demographic Celebrity Delta Goodrem Power Score 4,066 3,933 3,787 All People 18+ Male 18+ Females 18+ All People 18 − 39 3,820 All People 25 − 54 Celebrity Power Score 575 553 94.3% 93.6% 91.5% All People 18+ Male 18+ 90.9% Females 18+ Delta Goodrem Delta Goodrem Most Loved Score 564 95.6% 3,682 National 570 Delta Goodrem Familiarity % National Funniest Score 1,039 All People 18 − 39 Familiarity % 1,068 1,013 1,018 982 512 All People 18+ Male 18+ Females 18+ All People 18 − 39 National Male 18+ Females 18+ National 990 981 All People 18 − 39 All People 25 − 54 1,620 2,014 Females 18+ All People 18 − 39 All People 25 − 54 National Funniest Delta Goodrem Endorsement Score 373 1,573 354 All People 18+ Male 18+ 343 Females 18+ National 1,802 715 732 All People 18 − 39 All People 25 − 54 Endorsement Delta Goodrem Informative Score Delta Goodrem 1,825 Male 18+ 372 Brand Power Buzz Score All People 18+ 389 1,068 1,005 All People 18+ All People 25 − 54 Most Loved Delta Goodrem Brand Power Score 1,038 All People 25 − 54 771 700 645 All People 18+ Male 18+ Females 18+ All People 18 − 39 Buzz National Delta Goodrem Recommend Score 509 514 All People 25 − 54 All People 18+ Male 18+ Females 18+ All People 18 − 39 National Engagement Score Informative Delta Goodrem 505 491 1,095 1,081 1,180 1,107 991 462 All People 18+ National Male 18+ Females 18+ All People 25 − 54 All People 18 − 39 All People 25 − 54 Recommend All People 18+ National Male 18+ Females 18+ All People 18 − 39 All People 25 − 54 Engaging 5 Hamish Blake Hamish Blake is a Gold Logie Award-winning Australian comedian, actor, and author from Melbourne. Since 2003, he has worked with Andy Lee as part of a comedy duo. The pair are most notable for their drive-time radio program Hamish & Andy & the Gap Year TV series. Average Celebrity Power Score Celebrity’s Power Score Celebrity Power Scale 6847 2763 Celebrity Informative Score Enagagement Score Recommend Score 7000 Buzz Score 6000 Endorsement Score 5000 Brand Power Score 4000 Funniest Score 3000 Most Loved Score 2000 Familiarity % 1000 Celebrity Power Score 0 Average Score 2763 - 439 931 737 273 545 597 957 334 Highest Score 6936 - 1328 3288 2615 1032 3094 1967 3414 1184 Hamish Blake 6847 92% 1000 3288 1701 618 1950 1549 3369 879 Positive Dimension Traits Score Spread Average Score Hamish Blake 70% 60% Hamish Blake Average Score Highest Score Recommend Informed Buzz 50% 40% 34% 30% 20% Relatability 25% 14% 13% 0% Endorsement 14% 20% Humour 40% 10% 60% Storyteller 0% NEG -2 LOW 3-4 MID 5 HIGH 6-7 POS 8-10 All People 18+ Naonal This chart uses the scores from 8–10 (Positive Dimension) from all 10 traits as a percentage of the total scores for each trait. This provides an indication of where their positive scores cluster, whether they are mostly across average scores, all highly positive or possibly very polarised. 6 Role Model 80% Trust Stimulation Naonal All People 18+ Most of our scores are based on what we call Positive Dimension, which are all the scores from 8–10 added together as a percentage of the total scores. These charts map the Positive Dimension for each of a celebrity’s 10 traits to indicate which ones they are strongest in. Hamish Blake By Market Hamish Blake Celebrity Power Score Celebrity Power Score Familiarity % Hamish Blake 7,246 6,733 95.2% 6,603 Sydney Melbourne Brisbane 6,783 Adelaide Hamish Blake All PeopleLoved 18+ Most Score 6,546 Perth Most Loved 1,027 998 994 91.3% Sydney 90.6% Melbourne Melbourne Brisbane Hamish Blake 18+ All People Brand Power Score Melbourne Adelaide Perth Brand Power Adelaide All People 18+ Sydney 1,811 Brisbane All People 18+ Hamish Blake Recommend Score 881 Perth Buzz Melbourne 876 Sydney Melbourne 779 Brisbane Hamish Blake All People 18+ Endorsement Score 3,265 Adelaide Perth 1,982 Adelaide 641 Melbourne Brisbane 1,700 Sydney Melbourne 612 Adelaide 1,506 Brisbane 1,406 Adelaide All People 18+ Hamish Blake Engagement Score All People 18+ Melbourne Brisbane Adelaide Perth 3,710 952 Perth 1,678 Engaging 3,358 Sydney Perth Informative Hamish Blake All People 18+ Informative Score 1,611 Recommend 898 Sydney 587 1,523 Perth Endorsement 673 588 Buzz Score 2,138 3,281 3,087 Hamish Blake 1,954 Funniest 3,264 1,690 Brisbane Perth 3,406 1,021 1,552 Sydney Adelaide Hamish Blake 1,822 1,745 1,679 Brisbane 92.1% 91.3% Funniest Score All People 18+ 929 Sydney Familiarity % Sydney All People 18+ Melbourne 3,175 3,193 3,237 Brisbane Adelaide Perth 7 Hamish Blake By Demographic Celebrity Power Score Hamish Blake 6,847 8,035 Hamish Blake Familiarity % 7,492 6,673 5,722 93.3% 93.7% 92.4% 92.2% 91.1% All People 18+ Male 18+ Females 18+ All People 18 − 39 All People 25 − 54 Hamish Blake Most Loved Score National 1,000 All People 18+ Celebrity Power Score 1,181 1,093 979 828 Male 18+ Females 18+ All People 18 − 39 Most Loved Hamish Blake National Brand Power Score 1,701 All People 18+ 2,004 1,944 Females 18+ All People 18 − 39 Brand Power Buzz Score Hamish Blake National 2,062 1,958 1,950 1,844 All People 18+ Male 18+ All People 18+ 8 National 1,014 764 Male 18+ Females 18+ 3,288 All People 18+ 875 All People 18 − 39 All People 25 − 54 Recommend All People 25 − 54 Familiarity % 3,995 3,651 3,202 2,623 Male 18+ Females 18+ All People 18 − 39 All People 25 − 54 Hamish Blake Funniest Endorsement Score All People 18+ 745 583 Male 18+ Females 18+ Hamish Blake All People 18 − 39 Informative Score 1,879 1,874 1,452 1,237 Male 18+ Females 18+ All People 18- All People 25 39 - 54 Hamish Blake Engagement Score National 3,369 Informative 3,917 2,590 All People 18+ National Male 18+ All People 25 − 54 Endorsement National All People 18+ 740 499 4,192 964 All People 18 − 39 National 1,916 Buzz Hamish Blake National Recommend Score 879 National 1,549 Females 18+ All People 18- All People 25 39 54 Females 18+ Hamish Blake 1,649 All People 25 − 54 Male 18+ Funniest Score 618 1,423 Male 18+ All People 25 − 54 All People 18+ Females 18+ All People 18 − 39 3,255 All People 25 − 54 Engaging How and when the research was conducted The Australian Celebrity Report is an ongoing omnibus survey conducted by Nine Rewards nationally. The Nine Rewards omnibus survey tests celebrities in pods of five names at a time, leading to each respondent having to spend less than 10 minutes on each survey. Each week Nine Rewards surveys 3–5 ‘Pods’ of celebrities, collecting responses for about 20 celebrities each week. Each celebrity has to receive a minimum sample size of 250 per metropolitan market, or 1,250 nationally to be included in the report. This sample size allows The Australian Celebrity Report to provide metropolitan market reports (Sydney, Melbourne, Brisbane, Adelaide, Perth) as well as National reports. It also allows us to provide results for subscribers to specific gender/demographic cells on request. The results are weighted in each market to current ABS population. All celebrities are rated one at a time for all the scores before another celebrity is presented for rating. This serves to keep a respondent thinking only about that celebrity when answering the questions, and not seeing other celebrities in a list form that might lead to comparative scoring. The Australian Celebrity Report seeks to keep all responses as accurate as possible, so each respondent is only ever asked to rate five celebrities in a survey. This means surveys run no more than 5–6 minutes and remain fresh, accurate and without fatigue. Most questions are asked using a 1–10 scale and the results used in the calculations for the various Score Reports mostly use what we call Positive Dimension Scores. This means we only take the results for each celebrity from the 8, 9 or 10 scores each celebrity receives. Celebrities are people who are outstanding in a variety of traits, and to be outstanding means having high positive scores for these traits. People with a lot of ‘average’ responses may still get reasonably high ‘average’ scores for many traits, but this often only determines who might be ‘good’, but not ‘great’. The Australian Celebrity Report focuses on those celebrities that are going to cut through the crowd and really stand out. About the sample source Established in 2007, Nine Rewards is one of the largest online access panels with over 1.4 million permission-based members across Australia. Part of the Nine Entertainment Co., Nine Rewards has a unique recruitment source utilising Australia’s most diversified media and entertainment group through online and offline channels. 9 Made in conjunction with:
