Reese Witherspoon and Meryl Streep are 100 percent marketable movie stars while Michael Keaton, Steve Carrell and Robert Duvall narrowly beat out Bradley Cooper while falling just short of a perfect score. At least, that’s how consumer research firm E-Poll Market Research tallied up its data on this year’s Oscar nominees, which is culled from a weekly survey of 1,100 people ages 13 and up with general representation across income, age, education and geographic demographics in the U.S. The company’s “E-Score” is a single number that applies to all 8,000 celebrities that the company rates. The E-Score ranges from 0 to 100 and is based on a formula rating awareness of the celebs and their appeal, as well as positive and negative measures.
“It’s never surprising that most Academy Award nominees are well-liked, but it was a surprise that this year’s batch are all very well-known, except for a few like Felicity Jones,” said Gerry Philpott, chief executive officer of E-Poll Market Research. Jones and her Brit “Theory of Everything” co-star Eddie Redmayne ranked among the lowest E-Scores along with French actress and past Oscar winner Marion Cotillard, which isn’t surprising given it also measures a star’s awareness among average Americans. “Someone like Reese or Meryl scores high because they’re both well known, which makes them highly attractive to movie studios and brands alike,” said Philpott, adding, “By the same token, just because the fashion community likes a certain actress, it doesn’t mean a cross-section of America likes her, or even knows her, that well.”
In addition to measuring awareness and appeal, the E-Score includes metrics for “classy” and “stylish.” “The stylish characteristic also encompasses attractiveness, but we added classy this year because it’s a great attribute for an event at the level of the Oscars,” he said. In that regard, Streep, Cotillard, Benedict Cumberbatch and Robert Duvall scored highest in their acting categories.
This year E-Poll also tallied “Notable Attributes,” which are the words most often checked off when respondents were asked which among 46 personality attributes best describes each actor. “It’s always interesting to see how the general public rates someone versus a small community of critics,” said Philpott. “For example, Anne Hathaway. She scored high for likability, yet there seemed to be a lot of hatred for her in the press, which would lead you to believe it’s manufactured.”