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LOS ANGELES — Regardless of the outcomes on Oscar Sunday, there’s already a pecking order in Hollywood, according to Encino, Calif.-based E-Poll Market Research, whose E-Score Celebrity service ranks more than 6,500 celebrities on awareness, appeal and 46 different personality attributes.

“Sandra Bullock, George Clooney and Tom Hanks are the A-plus list of stars. Jean Dujardin, while he ranks as very appealing, couldn’t score on the same level as a well known actor,” said E-Poll chief executive officer Gerry Philpott.

This story first appeared in the February 24, 2012 issue of WWD. Subscribe Today.

The E-Score is a composite measure that encapsulates the relative marketing effectiveness of each individual celebrity in the E-Score Celebrity database. This calculation takes into account awareness and appeal scores, as well as negative appeal. Each personality is then ranked on a scale from 1 to 100 based on their score relative to all celebrities measured.


Said Philpott, “We consider anyone above 75 very popular.”


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*Data from E-Score® Celebrity, by E-Poll Market Research. E-Score® Celebrity is conducted weekly among a representative sample of 1,100 male and female respondents ages 13+, representative of the US population with respect to income, age, education and geographic demographics.

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