New Sports Q Data Shows Kristi Yamaguchi Significantly Improves Her Appeal, While Jason Taylor Rises from Obscurity

Manhasset, NY, June 02, 2008 – In a race to see if the Olympic champion ice skater or the Miami Dolphins football player would take home the mirror ball trophy on "Dancing with the Stars," new data by leading market research firm Marketing Evaluations, Inc., The Q Scores Company, finds that the ballroom dancing phenomenon has given an impressive boost to Kristi Yamaguchi and Jason Taylor`s popularity among sports fans, and ultimately, with the general public.

"Due to the success of `Dancing with the Stars,` we are seeing some great examples of how crossing over from sports into another arena can really impact a personality`s appeal in a positive way," said Henry Schafer, Executive Vice President, Marketing Evaluations, Inc., The Q Scores Company. He adds, "This is a great opportunity for these personalities to take advantage of their `new celebrity status` and market themselves beyond their originally recognized sport, as both of them have realized major gains in awareness and appeal among adult consumers."

Source: 2008 Sports Q study and 2004 Summer Performer Q study; Marketing Evaluations, Inc.

* The % who rate the personality as "one of my favorites" or "very good."

Prior to "Dancing with the Stars," Kristi Yamaguchi`s familiarity was significantly above average among adult consumers, however once on the show, her recognition jumped an impressive 14 points and her likeability increased by 10 points. Jason Taylor`s familiarity and appeal, on the other hand, was far below the average among adult consumers as of 2004 data, only 1 out of 4 people knew who he was. Once on the show, however, Taylor`s recognition and likeability climbed an astounding 25 points and 14 points, respectively, among adult consumers as of 2008 data, 1 out of 2 adults now knew who he was.

"These sports personalities have strengthened their positive perception among sports fans and the general public is catching on," Schafer concludes. "The move into a new entertainment genre has solidified them as stronger personalities, which can propel their careers even further, if they decide to ride the wave."

About "Sports Q"

Sports Q studies are fielded once each year in March. Each study measures approximately 500 personalities, whose names and descriptions are submitted by full-study subscribing clients. Each personality is rated by a nationally representative sample of 2,000 teens and adults, ages 18-64. Additionally, 50 sports/activities are rated to track their year-to-year appeal, while personality appeal is tabulated among specific sports fans. Data are available from earlier studies, dating back to 1990.

About "Performer Q"

Performer Q studies are fielded every six months in January and July. Each study measures over 1,700 personalities, whose names and descriptions are submitted by full-study subscribing clients. Each personality is rated by a nationally representative sample of 1,800 children, teens and adults. Data are available from earlier studies, dating back to 1964.

About Marketing Evaluations, Inc., The Q Scores Company

Since 1963, Marketing Evaluations` Q Scores have provided clients with data to aid in their marketing, advertising, licensing, and media efforts. Q Scores are the industry standard for measuring familiarity and appeal of performers, broadcast and cable programs, sports and sports personalities, company and brand names, as well as characters. Based on its "one of my favorites" concept, Q Scores actually summarizes the various perceptions and feelings that consumers have, into a single, but revealing, "likeability" measurement. Currently, there are eight Q Score services, including Performer Q, TVQ, Cable Q, Cartoon Q, Sports Q, Brand Attachment Q Product Q, Kids Product Q, and Dead Q. For more information, visit www.qscores.com.