NationalTrackingPoll#190429 April11-15,2019 ... · NationalTrackingPoll#190429 April11-15,2019 CrosstabulationResults Methodology: ThispollwasconductedfromApril11-15,2019,amonganationalsampleof2205Adults

National Tracking Poll #190429April 11-15, 2019

Crosstabulation Results

Methodology:This poll was conducted from April 11-15, 2019, among a national sample of 2205 Adults. The interviewswere conducted online and the data were weighted to approximate a target sample of Adults based on age,race/ethnicity, gender, educational attainment, and region. Results from the full survey have a margin of er-ror of plus or minus 2 percentage points.

Table Index

1 Table AVE1_1: Are you a fan of each of the following? Comic books . . . . . . . . . . . . . . . . . . 7

2 Table AVE1_2: Are you a fan of each of the following? Superhero movies . . . . . . . . . . . . . . . . 13

3 Table AVE1_3: Are you a fan of each of the following? Marvel Comics . . . . . . . . . . . . . . . . . 19

4 Table AVE1_4: Are you a fan of each of the following? DC Comics . . . . . . . . . . . . . . . . . . . 25

5 Table AVE2: In the past year, have you seen a superhero movie in theaters? . . . . . . . . . . . . . . . 31

6 Table AVE3: Which of the following statements comes closest to your view, even if none are exactly right? 37

7 Table AVE4_1: How much do each of the following impact your decision to see a superhero movie?The superheroes in the film . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

8 Table AVE4_2: How much do each of the following impact your decision to see a superhero movie?The actors in the film . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

9 Table AVE4_3: How much do each of the following impact your decision to see a superhero movie?Critic reviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56

10 Table AVE4_4: How much do each of the following impact your decision to see a superhero movie?Movie-goer reviews . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 62

11 Table AVE4_5: How much do each of the following impact your decision to see a superhero movie?Friend and family recommendations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68

12 Table AVE4_6: How much do each of the following impact your decision to see a superhero movie?The quality of the trailer . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74

13 Table AVE4_7: How much do each of the following impact your decision to see a superhero movie?The comic book franchise associated with the film . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80

14 Table AVE5: How familiar are you with Marvel’s ’Avengers’ movie franchise? . . . . . . . . . . . . . . 86

15 Table AVE6_1: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Black Widow . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92

16 Table AVE6_2: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Drax . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 98

17 Table AVE6_3: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Gamora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104

18 Table AVE6_4: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Groot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110

19 Table AVE6_5: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Hawkeye . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116

2

National Tracking Poll #190429, April, 2019

20 Table AVE6_6: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Loki . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122

21 Table AVE6_7: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Rocket Raccoon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128

22 Table AVE6_8: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Bucky Barnes / Winter Soldier . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 134

23 Table AVE6_9: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Falcon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140

24 Table AVE6_10: Would you see a movie with the following Marvel superheroes as the leading titlecharacter? Heimdall . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146

25 Table AVE6_11: Would you see a movie with the following Marvel superheroes as the leading titlecharacter? Mantis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152

26 Table AVE7_1: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Nebula . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 158

27 Table AVE7_2: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Okoye . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 164

28 Table AVE7_3: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Scarlet Witch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 170

29 Table AVE7_4: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Shuri . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176

30 Table AVE7_5: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Vision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 182

31 Table AVE7_6: Would you see a movie with the following Marvel superheroes as the leading title char-acter? War Machine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188

32 Table AVE7_7: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Wong . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194

33 Table AVE7_8: Would you see a movie with the following Marvel superheroes as the leading title char-acter? Valkyrie . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 200

34 Table AVE7_9: Would you see a movie with the following Marvel superheroes as the leading title char-acter? The Wasp . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 206

35 Table AVE7_10: Would you see a movie with the following Marvel superheroes as the leading titlecharacter? Nick Fury . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 212

36 Table AVE7_11: Would you see a movie with the following Marvel superheroes as the leading titlecharacter? Ronan the Accuser . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 218

37 Table AVE7_12: Would you see a movie with the following Marvel superheroes as the leading titlecharacter? Thanos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 224

3

Morning Consult

38 Table AVE12_1: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Black Widow . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 230

39 Table AVE12_2: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Drax . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 236

40 Table AVE12_3: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Gamora . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 242

41 Table AVE12_4: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Groot . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 248

42 Table AVE12_5: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Hawkeye . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 254

43 Table AVE12_6: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Loki . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 260

44 Table AVE12_7: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Rocket Raccoon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 266

45 Table AVE12_8: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Bucky Barnes / Winter Soldier . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 272

46 Table AVE12_9: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Falcon . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 278

47 Table AVE12_10: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Heimdall . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 284

48 Table AVE12_11: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Mantis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 290

49 Table AVE13_1: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Nebula . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 296

50 Table AVE13_2: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Okoye . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 302

51 Table AVE13_3: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Scarlet Witch . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 308

52 Table AVE13_4: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Shuri . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 314

53 Table AVE13_5: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Vision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 320

54 Table AVE13_6: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? War Machine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 326

55 Table AVE13_7: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Wong . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 332

4


56 Table AVE13_8: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Valkyrie . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 338

57 Table AVE13_9: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? The Wasp . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 344

58 Table AVE13_10: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Nick Fury . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 350

59 Table AVE13_11: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Ronan the Accuser . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 356

60 Table AVE13_12: Would you watch a TV show with the following Marvel superheroes as the leadingcharacter? Thanos . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 362

61 Table AVE14_1: Should superhero movies have more or fewer leading title characters that representeach of the following groups, or do they have the right amount? White people . . . . . . . . . . . . . . 368

62 Table AVE14_2: Should superhero movies have more or fewer leading title characters that representeach of the following groups, or do they have the right amount? Asian people . . . . . . . . . . . . . . 374

63 Table AVE14_3: Should superhero movies have more or fewer leading title characters that representeach of the following groups, or do they have the right amount? African people . . . . . . . . . . . . . 380

64 Table AVE14_4: Should superhero movies have more or fewer leading title characters that representeach of the following groups, or do they have the right amount? Hispanic people . . . . . . . . . . . . . 386

65 Table AVE14_5: Should superhero movies have more or fewer leading title characters that representeach of the following groups, or do they have the right amount? Black people . . . . . . . . . . . . . . 392

66 Table AVE14_6: Should superhero movies have more or fewer leading title characters that representeach of the following groups, or do they have the right amount? Minorities . . . . . . . . . . . . . . . 398

67 Table AVE14_7: Should superhero movies have more or fewer leading title characters that representeach of the following groups, or do they have the right amount? Men . . . . . . . . . . . . . . . . . . . 404

68 Table AVE14_8: Should superhero movies have more or fewer leading title characters that representeach of the following groups, or do they have the right amount? Women . . . . . . . . . . . . . . . . . 410

69 Table AVE14_9: Should superhero movies have more or fewer leading title characters that representeach of the following groups, or do they have the right amount? LGBTQ people . . . . . . . . . . . . . 416

70 Table AVE14_10: Should superhero movies have more or fewer leading title characters that representeach of the following groups, or do they have the right amount? Christians . . . . . . . . . . . . . . . 422

71 Table AVE14_11: Should superhero movies have more or fewer leading title characters that representeach of the following groups, or do they have the right amount? Muslims . . . . . . . . . . . . . . . . 428

72 Table AVE14_12: Should superhero movies have more or fewer leading title characters that representeach of the following groups, or do they have the right amount? Jews . . . . . . . . . . . . . . . . . . . 434

73 Table AVE14_13: Should superhero movies have more or fewer leading title characters that representeach of the following groups, or do they have the right amount? People with disabilities . . . . . . . . . 440

5

Morning Consult

74 Table AVE14_14: Should superhero movies have more or fewer leading title characters that representeach of the following groups, or do they have the right amount? Immigrants . . . . . . . . . . . . . . . 446

75 Table AVE15: As you may know, a movie about Shang-Chi, a Marvel superhero, was recently an-nounced. When it premieres, it will be the first Marvel movie with an Asian lead. Based on what youknow, how likely are you to see the Shang-Chi movie in theaters? . . . . . . . . . . . . . . . . . . . . . 452

76 Summary Statistics of Survey Respondent Demographics . . . . . . . . . . . . . . . . . . . . . . 458

6


7

Table AVE1_1

Crosstabulation Results by Respondent Demographics

Table AVE1_1: Are you a fan of each of the following?Comic books

Demographic Yes NoDon’t Know / No

Opinion Total N

Adults 33% (733) 52% (42) 5% (330) 2205Gender: Male 43% (453) 44% (47) 3% (40) 064Gender: Female 24% (279) 59% (67) 7% (90) 4Age: 18-29 46% (27) 38% (80) 6% (74) 47Age: 30-44 45% (242) 42% (230) 3% (72) 544Age: 45-54 3% (2) 5% (200) 8% (7) 392Age: 55-64 24% (86) 60% (26) 6% (57) 360Age: 65+ 5% (66) 72% (35) 3% (56) 437Generation Z: 18-21 42% (70) 4% (67) 7% (28) 65Millennial: Age 22-37 47% (298) 38% (24) 5% (95) 635Generation X: Age 38-53 37% (208) 48% (272) 5% (88) 568Boomers: Age 54-72 20% (45) 66% (463) 4% (99) 706PID: Dem (no lean) 33% (239) 53% (382) 4% (0) 722PID: Ind (no lean) 36% (286) 46% (372) 8% (42) 800PID: Rep (no lean) 30% (207) 57% (388) 3% (87) 682PID/Gender: DemMen 44% (4) 44% (43) 2% (40) 324PID/Gender: DemWomen 25% (98) 60% (239) 5% (6) 398PID/Gender: Ind Men 45% (65) 39% (42) 6% (59) 366PID/Gender: Ind Women 28% (2) 53% (230) 9% (83) 434PID/Gender: Rep Men 39% (47) 50% (87) % (40) 374PID/Gender: Rep Women 20% (60) 65% (202) 5% (47) 308Ideo: Liberal (1-3) 39% (279) 46% (325) 5% (06) 70Ideo: Moderate (4) 35% (63) 5% (235) 3% (62) 459Ideo: Conservative (5-7) 27% (92) 60% (43) 3% (95) 78Educ: < College 34% (508) 50% (762) 6% (246) 56Educ: Bachelors degree 35% (55) 53% (236) 2% (54) 445Educ: Post-grad 28% (70) 59% (44) 2% (3) 245

Continued on next page

8

Morning ConsultTable AVE1_1



Opinion Total N

Adults 33% (733) 52% (42) 5% (330) 2205Income: Under 50k 35% (480) 48% (664) 6% (226) 37Income: 50k-100k 3% (73) 57% (320) 3% (72) 565Income: 100k+ 29% (79) 59% (58) 2% (32) 269Ethnicity: White 30% (522) 55% (952) 5% (25) 726Ethnicity: Hispanic 5% (78) 34% (9) 5% (53) 350Ethnicity: Afr. Am. 4% (3) 44% (20) 5% (42) 275Ethnicity: Other 48% (98) 34% (70) 8% (37) 204Relig: Protestant 26% (24) 62% (290) 2% (56) 47Relig: Roman Catholic 26% (98) 60% (229) 4% (53) 380Relig: Ath./Agn./None 37% (249) 47% (34) 5% (0) 664Relig: Something Else 4% (56) 4% (56) 8% (69) 382Relig: Jewish 32% (7) 55% (30) 3% (7) 53Relig: All Christian 28% (328) 58% (672) 4% (59) 59Relig: All Non-Christian 39% (405) 45% (470) 6% (70) 046Community: Urban 38% (235) 45% (279) 7% (05) 68Community: Suburban 3% (293) 56% (52) 3% (24) 939Community: Rural 32% (205) 53% (342) 6% (0) 648Employ: Private Sector 4% (254) 48% (297) 2% (74) 626Employ: Government 34% (53) 5% (80) 5% (24) 56Employ: Self-Employed 45% (95) 45% (94) 0% (20) 209Employ: Homemaker 33% (5) 47% (7) 20% (3) 53Employ: Student 42% (47) 39% (43) 9% (2) 2Employ: Retired 7% (82) 69% (33) 4% (70) 483Employ: Unemployed 34% (78) 48% (0) 8% (4) 229Employ: Other 3% (73) 48% (5) 2% (50) 237Military HH: Yes 33% (36) 52% (22) 4% (59) 406Military HH: No 33% (597) 52% (930) 5% (27) 799RD/WT: Right Direction 3% (265) 53% (455) 5% (3) 85RD/WT: Wrong Track 35% (467) 5% (688) 5% (99) 354



9

Table AVE1_1



Opinion Total N

Adults 33% (733) 52% (42) 5% (330) 2205Trump Job Approve 30% (275) 56% (55) 4% (33) 924Trump Job Disapprove 37% (420) 50% (570) 3% (50) 40Trump Job Strongly Approve 29% (44) 57% (282) 3% (65) 490Trump Job Somewhat Approve 30% (32) 54% (234) 6% (68) 434Trump Job Somewhat Disapprove 44% (9) 44% (20) 2% (34) 272Trump Job Strongly Disapprove 35% (30) 52% (45) 3% (6) 868Favorable of Trump 30% (27) 56% (54) 4% (26) 9Unfavorable of Trump 36% (407) 49% (559) 5% (64) 30Very Favorable of Trump 3% (66) 57% (30) 2% (66) 543Somewhat Favorable of Trump 28% (04) 55% (204) 6% (60) 368Somewhat Unfavorable of Trump 39% (87) 46% (04) 5% (32) 223Very Unfavorable of Trump 35% (320) 50% (455) 5% (32) 907#1 Issue: Economy 36% (20) 48% (284) 6% (94) 588#1 Issue: Security 27% (7) 59% (255) 4% (59) 430#1 Issue: Health Care 37% (4) 50% (92) 3% (5) 385#1 Issue: Medicare / Social Security 23% (69) 59% (75) 8% (55) 299#1 Issue: Women’s Issues 38% (46) 52% (63) 0% (2) 22#1 Issue: Education 40% (6) 47% (7) 3% (9) 5#1 Issue: Energy 43% (44) 39% (40) 8% (8) 02#1 Issue: Other 34% (44) 48% (62) 7% (22) 292018 House Vote: Democrat 35% (269) 5% (390) 4% () 7702018 House Vote: Republican 30% (202) 58% (39) 2% (79) 6722018 House Vote: Someone else 35% (39) 46% (5) 9% (2) 02018 House Vote: Didnt Vote 34% (222) 47% (308) 8% (20) 6502016 Vote: Hillary Clinton 35% (233) 52% (343) 3% (87) 6632016 Vote: Donald Trump 28% (84) 6% (406) 2% (79) 6682016 Vote: Someone else 39% (77) 45% (88) 6% (3) 962016 Vote: Didnt Vote 35% (237) 45% (305) 20% (33) 675Voted in 2014: Yes 32% (442) 54% (735) 4% (87) 364Voted in 2014: No 35% (290) 49% (408) 7% (43) 84


10




Opinion Total N

Adults 33% (733) 52% (42) 5% (330) 22052012 Vote: Barack Obama 35% (288) 50% (4) 4% (7) 872012 Vote: Mitt Romney 26% (34) 62% (326) 2% (63) 5242012 Vote: Other 3% (33) 55% (57) 4% (4) 032012 Vote: Didn’t Vote 37% (277) 46% (345) 8% (35) 7584-Region: Northeast 28% (0) 60% (236) 2% (49) 3944-Region: Midwest 30% (40) 54% (250) 6% (73) 4634-Region: South 34% (284) 50% (47) 5% (25) 8264-Region: West 38% (98) 46% (240) 6% (83) 52Evangelical 30% (92) 54% (348) 6% (00) 640Non-Evangelical 35% (54) 5% (795) 5% (230) 565TV shows: Every day 36% (390) 5% (559) 3% (46) 095TV shows: Several times per week 36% (93) 53% (282) % (6) 536TV shows: About once per week 35% (47) 47% (63) 8% (24) 34TV shows: Several times per month 28% (3) 5% (58) 2% (24) 3TV shows: About once per month 27% (9) 48% (34) 25% (8) 7TV shows: Less often than once per month 29% (29) 46% (46) 25% (25) 00TV shows: Never 6% (24) 64% (99) 2% (32) 56Movies: Every day 49% (222) 37% (68) 4% (66) 455Movies: Several times per week 39% (29) 49% (27) 2% (68) 558Movies: About once per week 34% (22) 50% (82) 6% (58) 362Movies: Several times per month 24% (67) 62% (75) 4% (38) 28Movies: About once per month 25% (43) 62% (07) 3% (22) 72Movies: Less often than once per month 8% (39) 62% (30) 20% (42) 2Movies: Never 2% (2) 66% (0) 22% (36) 66



11

Table AVE1_1



Opinion Total N

Adults 33% (733) 52% (42) 5% (330) 2205Sports: Every day 5% (0) 37% (73) 2% (25) 98Sports: Several times per week 4% (36) 49% (62) 0% (32) 330Sports: About once per week 34% (92) 58% (57) 8% (23) 272Sports: Several times per month 29% (45) 48% (76) 23% (37) 58Sports: About once per month 26% (39) 57% (86) 7% (26) 5Sports: Less often than once per month 3% (7) 47% (78) 22% (83) 378Sports: Never 28% (203) 57% (40) 5% (05) 78Cable: I currently subscribe 33% (335) 54% (549) 3% (30) 05Cable: I subscribed in the past 34% (27) 50% (400) 5% (22) 793Cable: I have never subscribed 32% (26) 49% (93) 20% (78) 397Satellite television: I currently subscribe 32% (58) 54% (267) 4% (67) 492Satellite television: I subscribed in the past 35% (25) 49% (345) 6% (4) 70Satellite television: I have never subscribed 32% (323) 53% (530) 5% (49) 003Streaming service: I currently subscribe 39% (480) 47% (584) 3% (65) 229Streaming service: I subscribed in the past 36% (9) 50% (27) 4% (37) 255Streaming service: I have never subscribed 22% (6) 60% (432) 8% (28) 72Film: An avid fan 49% (379) 40% (305) % (86) 770Film: A casual fan 27% (37) 57% (664) 6% (80) 6Film: Not a fan 3% (37) 63% (73) 23% (64) 274Television: An avid fan 38% (390) 50% (58) 3% (30) 038Television: A casual fan 30% (302) 54% (546) 6% (58) 006Television: Not a fan 25% (4) 49% (79) 26% (42) 6Music: An avid fan 40% (478) 46% (540) 4% (64) 82Music: A casual fan 26% (235) 59% (543) 5% (35) 92Music: Not a fan 8% (20) 54% (60) 28% (3) Fashion: An avid fan 39% (29) 47% (56) 5% (49) 334Fashion: A casual fan 35% (34) 5% (457) 4% (26) 896Fashion: Not a fan 30% (290) 54% (529) 6% (56) 975


12




Opinion Total N

Adults 33% (733) 52% (42) 5% (330) 2205Sporting events: Every day 5% (0) 37% (73) 2% (25) 98Sporting events: Several times per week 4% (36) 49% (62) 0% (32) 330Sporting events: About once per week 34% (92) 58% (57) 8% (23) 272Sporting events: Several times per month 29% (45) 48% (76) 23% (37) 58Sporting events: About once per month 26% (39) 57% (86) 7% (26) 5Sporting events: Less often than once per month 3% (7) 47% (78) 22% (83) 378Sporting events: Never 28% (203) 57% (40) 5% (05) 78Cable television: I currently subscribe 33% (335) 54% (549) 3% (30) 05Cable television: I subscribed in the past 34% (27) 50% (400) 5% (22) 793Cable television: I have never subscribed 32% (26) 49% (93) 20% (78) 397Satellite television: I currently subscribe 32% (58) 54% (267) 4% (67) 492Satellite television: I subscribed in the past 35% (25) 49% (345) 6% (4) 70Satellite television: I have never subscribed 32% (323) 53% (530) 5% (49) 003Streaming service: I currently subscribe 39% (480) 47% (584) 3% (65) 229Streaming service: I subscribed in the past 36% (9) 50% (27) 4% (37) 255Streaming service: I have never subscribed 22% (6) 60% (432) 8% (28) 72Film: An avid fan 49% (379) 40% (305) % (86) 770Film: A casual fan 27% (37) 57% (664) 6% (80) 6Film: Not a fan 3% (37) 63% (73) 23% (64) 274Television: An avid fan 38% (390) 50% (58) 3% (30) 038Television: A casual fan 30% (302) 54% (546) 6% (58) 006Television: Not a fan 25% (4) 49% (79) 26% (42) 6Music: An avid fan 40% (478) 46% (540) 4% (64) 82Music: A casual fan 26% (235) 59% (543) 5% (35) 92Music: Not a fan 8% (20) 54% (60) 28% (3) Fashion: An avid fan 39% (29) 47% (56) 5% (49) 334Fashion: A casual fan 35% (34) 5% (457) 4% (26) 896Fashion: Not a fan 30% (290) 54% (529) 6% (56) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.

https://morningconsultintelligence.com


13

Table AVE1_2

Table AVE1_2: Are you a fan of each of the following?Superhero movies


Opinion Total N

Adults 55% (20) 36% (783) 0% (2) 2205Gender: Male 64% (680) 28% (299) 8% (86) 064Gender: Female 47% (53) 42% (485) % (25) 4Age: 18-29 69% (325) 23% (08) 8% (38) 47Age: 30-44 69% (376) 24% (30) 7% (37) 544Age: 45-54 54% (23) 33% (29) 3% (50) 392Age: 55-64 43% (55) 46% (67) % (38) 360Age: 65+ 32% (4) 57% (249) % (47) 437Generation Z: 18-21 66% (09) 24% (40) 0% (6) 65Millennial: Age 22-37 7% (449) 22% (4) 7% (44) 635Generation X: Age 38-53 60% (34) 29% (65) % (62) 568Boomers: Age 54-72 39% (273) 5% (357) % (76) 706PID: Dem (no lean) 54% (389) 37% (267) 9% (66) 722PID: Ind (no lean) 57% (456) 32% (259) % (85) 800PID: Rep (no lean) 54% (365) 38% (257) 9% (60) 682PID/Gender: DemMen 63% (203) 3% (99) 7% (22) 324PID/Gender: DemWomen 47% (85) 42% (68) % (44) 398PID/Gender: Ind Men 67% (245) 24% (88) 9% (33) 366PID/Gender: Ind Women 49% (2) 40% (72) 2% (5) 434PID/Gender: Rep Men 62% (23) 30% (2) 8% (3) 374PID/Gender: Rep Women 44% (34) 47% (45) 0% (30) 308Ideo: Liberal (1-3) 57% (404) 33% (232) % (75) 70Ideo: Moderate (4) 57% (260) 36% (66) 7% (33) 459Ideo: Conservative (5-7) 52% (375) 39% (28) 9% (62) 78Educ: < College 56% (853) 34% (508) 0% (54) 56Educ: Bachelors degree 53% (237) 38% (70) 9% (38) 445Educ: Post-grad 49% (20) 43% (05) 8% (9) 245


14




Opinion Total N

Adults 55% (20) 36% (783) 0% (2) 2205Income: Under 50k 57% (777) 33% (455) 0% (39) 37Income: 50k-100k 53% (299) 39% (22) 8% (45) 565Income: 100k+ 50% (35) 40% (07) 0% (27) 269Ethnicity: White 5% (874) 39% (68) 0% (7) 726Ethnicity: Hispanic 69% (24) 22% (77) 9% (33) 350Ethnicity: Afr. Am. 72% (97) 24% (65) 5% (3) 275Ethnicity: Other 68% (39) 9% (38) 3% (27) 204Relig: Protestant 48% (224) 45% (20) 8% (38) 47Relig: Roman Catholic 50% (89) 42% (60) 8% (3) 380Relig: Ath./Agn./None 57% (382) 32% (24) 0% (68) 664Relig: Something Else 62% (237) 27% (02) % (43) 382Relig: Jewish 49% (26) 42% (22) 9% (5) 53Relig: All Christian 5% (59) 40% (468) 9% (00) 59Relig: All Non-Christian 59% (69) 30% (36) % () 046Community: Urban 62% (38) 27% (65) 2% (73) 68Community: Suburban 53% (495) 40% (373) 8% (7) 939Community: Rural 52% (334) 38% (246) 0% (67) 648Employ: Private Sector 64% (40) 28% (78) 7% (47) 626Employ: Government 57% (89) 36% (57) 7% (0) 56Employ: Self-Employed 6% (28) 33% (69) 6% (2) 209Employ: Homemaker 54% (83) 35% (54) % (6) 53Employ: Student 68% (76) 28% (3) 4% (5) 2Employ: Retired 34% (65) 53% (254) 3% (64) 483Employ: Unemployed 57% (30) 3% (7) 2% (27) 229Employ: Other 58% (37) 29% (70) 3% (30) 237Military HH: Yes 56% (229) 37% (49) 7% (29) 406Military HH: No 55% (982) 35% (635) 0% (82) 799RD/WT: Right Direction 55% (468) 35% (302) 0% (82) 85RD/WT: Wrong Track 55% (743) 36% (482) 0% (29) 354



15

Table AVE1_2



Opinion Total N

Adults 55% (20) 36% (783) 0% (2) 2205Trump Job Approve 54% (498) 37% (338) 0% (88) 924Trump Job Disapprove 57% (646) 35% (402) 8% (92) 40Trump Job Strongly Approve 53% (26) 39% (92) 8% (37) 490Trump Job Somewhat Approve 55% (237) 34% (46) 2% (5) 434Trump Job Somewhat Disapprove 62% (69) 32% (86) 6% (7) 272Trump Job Strongly Disapprove 55% (477) 36% (36) 9% (75) 868Favorable of Trump 54% (489) 37% (336) 9% (86) 9Unfavorable of Trump 57% (644) 35% (39) 8% (96) 30Very Favorable of Trump 54% (29) 38% (207) 8% (45) 543Somewhat Favorable of Trump 54% (98) 35% (29) % (4) 368Somewhat Unfavorable of Trump 60% (34) 35% (79) 5% () 223Very Unfavorable of Trump 56% (50) 34% (32) 9% (85) 907#1 Issue: Economy 62% (362) 29% (72) 9% (54) 588#1 Issue: Security 48% (205) 4% (75) 2% (50) 430#1 Issue: Health Care 6% (233) 32% (25) 7% (27) 385#1 Issue: Medicare / Social Security 43% (27) 47% (4) 0% (3) 299#1 Issue: Women’s Issues 62% (76) 3% (37) 7% (9) 22#1 Issue: Education 53% (80) 39% (58) 9% (3) 5#1 Issue: Energy 55% (56) 33% (34) 2% (3) 02#1 Issue: Other 56% (72) 33% (42) % (4) 292018 House Vote: Democrat 55% (427) 37% (28) 8% (62) 7702018 House Vote: Republican 53% (357) 39% (260) 8% (54) 6722018 House Vote: Someone else 52% (58) 34% (38) 3% (5) 02018 House Vote: Didnt Vote 57% (368) 3% (202) 2% (80) 6502016 Vote: Hillary Clinton 53% (355) 39% (257) 8% (5) 6632016 Vote: Donald Trump 50% (335) 4% (274) 9% (59) 6682016 Vote: Someone else 56% (0) 3% (6) 3% (25) 962016 Vote: Didnt Vote 6% (409) 28% (90) % (76) 675Voted in 2014: Yes 53% (727) 39% (527) 8% () 364Voted in 2014: No 58% (484) 3% (257) 2% (00) 84


16




Opinion Total N

Adults 55% (20) 36% (783) 0% (2) 22052012 Vote: Barack Obama 55% (448) 37% (305) 8% (64) 872012 Vote: Mitt Romney 49% (257) 43% (223) 8% (44) 5242012 Vote: Other 54% (56) 35% (36) % () 032012 Vote: Didn’t Vote 59% (449) 29% (27) 2% (92) 7584-Region: Northeast 48% (89) 42% (66) 0% (39) 3944-Region: Midwest 54% (248) 37% (73) 9% (42) 4634-Region: South 56% (463) 35% (288) 9% (75) 8264-Region: West 60% (3) 30% (56) 0% (55) 52Evangelical 54% (347) 36% (23) 0% (62) 640Non-Evangelical 55% (863) 35% (553) 0% (50) 565TV shows: Every day 60% (662) 32% (35) 7% (82) 095TV shows: Several times per week 54% (289) 37% (20) 9% (46) 536TV shows: About once per week 49% (66) 38% (50) 3% (7) 34TV shows: Several times per month 6% (69) 28% (32) % (2) 3TV shows: About once per month 34% (24) 46% (33) 20% (4) 7TV shows: Less often than once per month 52% (52) 37% (37) % () 00TV shows: Never 3% (48) 5% (79) 8% (28) 56Movies: Every day 74% (338) 7% (79) 8% (38) 455Movies: Several times per week 63% (353) 30% (69) 6% (36) 558Movies: About once per week 54% (96) 38% (37) 8% (29) 362Movies: Several times per month 54% (50) 37% (05) 9% (25) 28Movies: About once per month 45% (77) 47% (8) 8% (4) 72Movies: Less often than once per month 32% (67) 53% (2) 5% (32) 2Movies: Never 8% (29) 60% (00) 22% (37) 66



17

Table AVE1_2



Opinion Total N

Adults 55% (20) 36% (783) 0% (2) 2205Sports: Every day 62% (24) 34% (67) 4% (7) 98Sports: Several times per week 62% (204) 32% (04) 6% (2) 330Sports: About once per week 57% (56) 33% (90) 9% (25) 272Sports: Several times per month 58% (92) 3% (49) % (7) 58Sports: About once per month 58% (87) 32% (49) 0% (5) 5Sports: Less often than once per month 52% (97) 36% (35) 2% (46) 378Sports: Never 49% (350) 40% (289) % (79) 78Cable: I currently subscribe 54% (550) 38% (386) 8% (78) 05Cable: I subscribed in the past 57% (448) 33% (264) 0% (8) 793Cable: I have never subscribed 53% (22) 33% (33) 3% (52) 397Satellite television: I currently subscribe 55% (27) 34% (67) % (54) 492Satellite television: I subscribed in the past 57% (404) 34% (243) 9% (62) 70Satellite television: I have never subscribed 53% (535) 37% (373) 9% (95) 003Streaming service: I currently subscribe 64% (782) 29% (355) 8% (93) 229Streaming service: I subscribed in the past 56% (42) 35% (89) 0% (24) 255Streaming service: I have never subscribed 40% (286) 47% (340) 3% (94) 72Film: An avid fan 73% (563) 2% (58) 6% (49) 770Film: A casual fan 50% (580) 4% (477) 9% (05) 6Film: Not a fan 25% (68) 54% (49) 2% (57) 274Television: An avid fan 6% (635) 3% (322) 8% (80) 038Television: A casual fan 5% (57) 40% (398) 9% (9) 006Television: Not a fan 36% (58) 39% (63) 24% (39) 6Music: An avid fan 63% (749) 29% (342) 8% (9) 82Music: A casual fan 47% (430) 43% (393) 0% (89) 92Music: Not a fan 28% (3) 44% (48) 28% (3) Fashion: An avid fan 6% (204) 27% (9) 2% (39) 334Fashion: A casual fan 57% (509) 36% (322) 7% (65) 896Fashion: Not a fan 5% (497) 38% (37) % (07) 975


18




Opinion Total N

Adults 55% (20) 36% (783) 0% (2) 2205Sporting events: Every day 62% (24) 34% (67) 4% (7) 98Sporting events: Several times per week 62% (204) 32% (04) 6% (2) 330Sporting events: About once per week 57% (56) 33% (90) 9% (25) 272Sporting events: Several times per month 58% (92) 3% (49) % (7) 58Sporting events: About once per month 58% (87) 32% (49) 0% (5) 5Sporting events: Less often than once per month 52% (97) 36% (35) 2% (46) 378Sporting events: Never 49% (350) 40% (289) % (79) 78Cable television: I currently subscribe 54% (550) 38% (386) 8% (78) 05Cable television: I subscribed in the past 57% (448) 33% (264) 0% (8) 793Cable television: I have never subscribed 53% (22) 33% (33) 3% (52) 397Satellite television: I currently subscribe 55% (27) 34% (67) % (54) 492Satellite television: I subscribed in the past 57% (404) 34% (243) 9% (62) 70Satellite television: I have never subscribed 53% (535) 37% (373) 9% (95) 003Streaming service: I currently subscribe 64% (782) 29% (355) 8% (93) 229Streaming service: I subscribed in the past 56% (42) 35% (89) 0% (24) 255Streaming service: I have never subscribed 40% (286) 47% (340) 3% (94) 72Film: An avid fan 73% (563) 2% (58) 6% (49) 770Film: A casual fan 50% (580) 4% (477) 9% (05) 6Film: Not a fan 25% (68) 54% (49) 2% (57) 274Television: An avid fan 6% (635) 3% (322) 8% (80) 038Television: A casual fan 5% (57) 40% (398) 9% (9) 006Television: Not a fan 36% (58) 39% (63) 24% (39) 6Music: An avid fan 63% (749) 29% (342) 8% (9) 82Music: A casual fan 47% (430) 43% (393) 0% (89) 92Music: Not a fan 28% (3) 44% (48) 28% (3) Fashion: An avid fan 6% (204) 27% (9) 2% (39) 334Fashion: A casual fan 57% (509) 36% (322) 7% (65) 896Fashion: Not a fan 5% (497) 38% (37) % (07) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.



19

Table AVE1_3

Table AVE1_3: Are you a fan of each of the following?Marvel Comics


Opinion Total N

Adults 48% (050) 40% (889) 2% (266) 2205Gender: Male 57% (605) 34% (357) 0% (02) 064Gender: Female 39% (445) 47% (533) 4% (64) 4Age: 18-29 62% (294) 26% (24) % (52) 47Age: 30-44 63% (344) 28% (54) 8% (46) 544Age: 45-54 44% (74) 38% (50) 7% (67) 392Age: 55-64 34% (22) 52% (89) 4% (49) 360Age: 65+ 26% (5) 62% (272) 2% (5) 437Generation Z: 18-21 62% (02) 29% (48) 9% (5) 65Millennial: Age 22-37 64% (407) 26% (62) 0% (65) 635Generation X: Age 38-53 52% (295) 34% (95) 4% (78) 568Boomers: Age 54-72 30% (25) 57% (403) 2% (88) 706PID: Dem (no lean) 48% (350) 42% (30) 0% (72) 722PID: Ind (no lean) 48% (383) 38% (305) 4% (2) 800PID: Rep (no lean) 46% (36) 42% (284) 2% (82) 682PID/Gender: DemMen 56% (83) 37% (9) 7% (22) 324PID/Gender: DemWomen 42% (67) 46% (82) 2% (50) 398PID/Gender: Ind Men 59% (26) 30% (08) % (4) 366PID/Gender: Ind Women 38% (67) 45% (96) 6% (7) 434PID/Gender: Rep Men 55% (206) 35% (29) 0% (39) 374PID/Gender: Rep Women 36% () 50% (55) 4% (43) 308Ideo: Liberal (1-3) 53% (375) 36% (253) 2% (83) 70Ideo: Moderate (4) 47% (28) 42% (93) % (49) 459Ideo: Conservative (5-7) 44% (33) 46% (328) % (77) 78Educ: < College 49% (738) 38% (574) 3% (203) 56Educ: Bachelors degree 46% (206) 45% (98) 9% (4) 445Educ: Post-grad 43% (05) 48% (7) 9% (22) 245


20




Opinion Total N

Adults 48% (050) 40% (889) 2% (266) 2205Income: Under 50k 49% (67) 39% (528) 3% (72) 37Income: 50k-100k 46% (262) 43% (240) % (62) 565Income: 100k+ 43% (6) 45% (22) 2% (32) 269Ethnicity: White 43% (745) 44% (768) 2% (23) 726Ethnicity: Hispanic 65% (227) 24% (84) % (38) 350Ethnicity: Afr. Am. 64% (75) 28% (78) 8% (22) 275Ethnicity: Other 63% (29) 22% (44) 5% (3) 204Relig: Protestant 4% (92) 48% (228) % (5) 47Relig: Roman Catholic 42% (58) 48% (82) 0% (39) 380Relig: Ath./Agn./None 52% (345) 37% (243) % (76) 664Relig: Something Else 53% (202) 32% (23) 5% (56) 382Relig: Jewish 3% (7) 5% (27) 8% (0) 53Relig: All Christian 43% (502) 45% (524) 2% (33) 59Relig: All Non-Christian 52% (548) 35% (366) 3% (33) 046Community: Urban 54% (332) 32% (96) 5% (9) 68Community: Suburban 46% (433) 44% (40) 0% (95) 939Community: Rural 44% (285) 44% (283) 2% (79) 648Employ: Private Sector 57% (354) 33% (208) 0% (64) 626Employ: Government 52% (8) 40% (62) 8% (2) 56Employ: Self-Employed 53% () 43% (89) 4% (9) 209Employ: Homemaker 47% (72) 34% (52) 9% (29) 53Employ: Student 6% (69) 30% (33) 9% (0) 2Employ: Retired 28% (36) 58% (279) 4% (68) 483Employ: Unemployed 50% (3) 36% (83) 4% (33) 229Employ: Other 48% (4) 34% (82) 8% (42) 237Military HH: Yes 45% (8) 43% (74) 3% (5) 406Military HH: No 48% (869) 40% (75) 2% (25) 799RD/WT: Right Direction 47% (398) 4% (346) 3% (08) 85RD/WT: Wrong Track 48% (652) 40% (544) 2% (58) 354



21

Table AVE1_3



Opinion Total N

Adults 48% (050) 40% (889) 2% (266) 2205Trump Job Approve 46% (429) 42% (387) 2% (08) 924Trump Job Disapprove 50% (57) 40% (453) 0% (7) 40Trump Job Strongly Approve 45% (29) 45% (29) % (52) 490Trump Job Somewhat Approve 48% (20) 39% (67) 3% (56) 434Trump Job Somewhat Disapprove 56% (52) 35% (96) 9% (25) 272Trump Job Strongly Disapprove 48% (49) 4% (357) % (92) 868Favorable of Trump 46% (422) 42% (384) 2% (05) 9Unfavorable of Trump 50% (56) 39% (442) % (27) 30Very Favorable of Trump 46% (25) 43% (235) % (57) 543Somewhat Favorable of Trump 47% (72) 40% (49) 3% (48) 368Somewhat Unfavorable of Trump 52% (5) 36% (8) 2% (27) 223Very Unfavorable of Trump 49% (446) 40% (36) % (00) 907#1 Issue: Economy 5% (302) 37% (26) 2% (69) 588#1 Issue: Security 4% (76) 44% (89) 5% (66) 430#1 Issue: Health Care 53% (205) 37% (42) 0% (37) 385#1 Issue: Medicare / Social Security 36% (08) 50% (49) 4% (43) 299#1 Issue: Women’s Issues 49% (59) 42% (5) 0% (2) 22#1 Issue: Education 54% (8) 37% (56) 9% (4) 5#1 Issue: Energy 53% (54) 36% (37) % () 02#1 Issue: Other 50% (64) 39% (50) % (5) 292018 House Vote: Democrat 49% (377) 4% (36) 0% (77) 7702018 House Vote: Republican 46% (308) 43% (292) % (72) 6722018 House Vote: Someone else 44% (49) 4% (46) 5% (6) 02018 House Vote: Didnt Vote 48% (34) 36% (234) 6% (02) 6502016 Vote: Hillary Clinton 47% (33) 42% (28) 0% (69) 6632016 Vote: Donald Trump 43% (288) 46% (30) % (7) 6682016 Vote: Someone else 50% (99) 35% (68) 5% (30) 962016 Vote: Didnt Vote 52% (348) 34% (230) 4% (96) 675Voted in 2014: Yes 47% (637) 43% (582) % (46) 364Voted in 2014: No 49% (43) 37% (308) 4% (20) 84


22




Opinion Total N

Adults 48% (050) 40% (889) 2% (266) 22052012 Vote: Barack Obama 50% (407) 40% (327) 0% (83) 872012 Vote: Mitt Romney 4% (26) 48% (252) % (56) 5242012 Vote: Other 40% (42) 45% (47) 5% (5) 032012 Vote: Didn’t Vote 5% (386) 34% (260) 5% (2) 7584-Region: Northeast 42% (67) 46% (82) 2% (46) 3944-Region: Midwest 44% (205) 43% (97) 3% (6) 4634-Region: South 49% (404) 39% (325) 2% (97) 8264-Region: West 53% (274) 35% (85) 2% (62) 52Evangelical 47% (300) 39% (253) 4% (87) 640Non-Evangelical 48% (750) 4% (637) % (79) 565TV shows: Every day 52% (566) 38% (45) 0% (4) 095TV shows: Several times per week 49% (265) 42% (223) 9% (49) 536TV shows: About once per week 44% (59) 39% (52) 7% (23) 34TV shows: Several times per month 47% (53) 37% (42) 6% (9) 3TV shows: About once per month 24% (7) 50% (36) 26% (8) 7TV shows: Less often than once per month 4% (4) 44% (44) 5% (5) 00TV shows: Never 32% (49) 50% (78) 8% (28) 56Movies: Every day 66% (30) 23% (05) % (49) 455Movies: Several times per week 55% (309) 36% (99) 9% (50) 558Movies: About once per week 48% (72) 42% (5) % (39) 362Movies: Several times per month 44% (23) 45% (25) 2% (33) 28Movies: About once per month 35% (60) 53% (92) 2% (2) 72Movies: Less often than once per month 24% (52) 56% (9) 9% (40) 2Movies: Never 9% (32) 60% (00) 2% (34) 66



23

Table AVE1_3



Opinion Total N

Adults 48% (050) 40% (889) 2% (266) 2205Sports: Every day 6% (20) 33% (65) 7% (3) 98Sports: Several times per week 57% (87) 35% (6) 8% (27) 330Sports: About once per week 47% (28) 43% (7) 0% (26) 272Sports: Several times per month 5% (8) 34% (54) 4% (22) 58Sports: About once per month 47% (7) 39% (59) 4% (20) 5Sports: Less often than once per month 43% (64) 4% (56) 5% (58) 378Sports: Never 4% (298) 45% (322) 4% (99) 78Cable: I currently subscribe 47% (478) 42% (423) % (4) 05Cable: I subscribed in the past 49% (390) 39% (309) 2% (95) 793Cable: I have never subscribed 46% (82) 40% (58) 4% (58) 397Satellite television: I currently subscribe 46% (228) 40% (99) 3% (65) 492Satellite television: I subscribed in the past 52% (369) 37% (263) % (78) 70Satellite television: I have never subscribed 45% (452) 43% (428) 2% (23) 003Streaming service: I currently subscribe 55% (675) 35% (432) 0% (22) 229Streaming service: I subscribed in the past 53% (35) 35% (90) 2% (3) 255Streaming service: I have never subscribed 33% (240) 5% (368) 6% (3) 72Film: An avid fan 65% (498) 26% (200) 9% (72) 770Film: A casual fan 4% (48) 47% (543) 2% (37) 6Film: Not a fan 26% (7) 53% (46) 2% (57) 274Television: An avid fan 52% (540) 38% (39) 0% (07) 038Television: A casual fan 45% (452) 44% (44) % (4) 006Television: Not a fan 36% (58) 36% (58) 28% (46) 6Music: An avid fan 56% (664) 34% (399) 0% (9) 82Music: A casual fan 39% (355) 48% (44) 3% (5) 92Music: Not a fan 28% (3) 44% (49) 28% (32) Fashion: An avid fan 54% (79) 35% (6) 2% (39) 334Fashion: A casual fan 49% (442) 40% (357) % (98) 896Fashion: Not a fan 44% (429) 43% (47) 3% (29) 975


24




Opinion Total N

Adults 48% (050) 40% (889) 2% (266) 2205Sporting events: Every day 6% (20) 33% (65) 7% (3) 98Sporting events: Several times per week 57% (87) 35% (6) 8% (27) 330Sporting events: About once per week 47% (28) 43% (7) 0% (26) 272Sporting events: Several times per month 5% (8) 34% (54) 4% (22) 58Sporting events: About once per month 47% (7) 39% (59) 4% (20) 5Sporting events: Less often than once per month 43% (64) 4% (56) 5% (58) 378Sporting events: Never 4% (298) 45% (322) 4% (99) 78Cable television: I currently subscribe 47% (478) 42% (423) % (4) 05Cable television: I subscribed in the past 49% (390) 39% (309) 2% (95) 793Cable television: I have never subscribed 46% (82) 40% (58) 4% (58) 397Satellite television: I currently subscribe 46% (228) 40% (99) 3% (65) 492Satellite television: I subscribed in the past 52% (369) 37% (263) % (78) 70Satellite television: I have never subscribed 45% (452) 43% (428) 2% (23) 003Streaming service: I currently subscribe 55% (675) 35% (432) 0% (22) 229Streaming service: I subscribed in the past 53% (35) 35% (90) 2% (3) 255Streaming service: I have never subscribed 33% (240) 5% (368) 6% (3) 72Film: An avid fan 65% (498) 26% (200) 9% (72) 770Film: A casual fan 4% (48) 47% (543) 2% (37) 6Film: Not a fan 26% (7) 53% (46) 2% (57) 274Television: An avid fan 52% (540) 38% (39) 0% (07) 038Television: A casual fan 45% (452) 44% (44) % (4) 006Television: Not a fan 36% (58) 36% (58) 28% (46) 6Music: An avid fan 56% (664) 34% (399) 0% (9) 82Music: A casual fan 39% (355) 48% (44) 3% (5) 92Music: Not a fan 28% (3) 44% (49) 28% (32) Fashion: An avid fan 54% (79) 35% (6) 2% (39) 334Fashion: A casual fan 49% (442) 40% (357) % (98) 896Fashion: Not a fan 44% (429) 43% (47) 3% (29) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.



25

Table AVE1_4

Table AVE1_4: Are you a fan of each of the following?DC Comics


Opinion Total N

Adults 4% (902) 45% (999) 4% (304) 2205Gender: Male 5% (539) 38% (408) % (7) 064Gender: Female 32% (363) 52% (59) 6% (87) 4Age: 18-29 54% (256) 33% (55) 3% (60) 47Age: 30-44 56% (304) 33% (8) % (59) 544Age: 45-54 38% (48) 44% (72) 9% (73) 392Age: 55-64 30% (08) 55% (97) 5% (56) 360Age: 65+ 20% (87) 67% (294) 3% (56) 437Generation Z: 18-21 52% (85) 36% (60) 2% (9) 65Millennial: Age 22-37 57% (362) 3% (98) 2% (74) 635Generation X: Age 38-53 45% (253) 40% (225) 6% (90) 568Boomers: Age 54-72 26% (8) 60% (426) 4% (99) 706PID: Dem (no lean) 37% (268) 49% (352) 4% (02) 722PID: Ind (no lean) 43% (346) 42% (333) 5% (22) 800PID: Rep (no lean) 42% (288) 46% (34) 2% (80) 682PID/Gender: DemMen 45% (45) 44% (43) % (37) 324PID/Gender: DemWomen 3% (24) 53% (20) 6% (65) 398PID/Gender: Ind Men 54% (98) 34% (26) 2% (43) 366PID/Gender: Ind Women 34% (48) 48% (207) 8% (79) 434PID/Gender: Rep Men 53% (97) 37% (40) 0% (37) 374PID/Gender: Rep Women 30% (9) 56% (74) 4% (43) 308Ideo: Liberal (1-3) 44% (35) 42% (295) 4% (0) 70Ideo: Moderate (4) 40% (85) 46% (209) 4% (65) 459Ideo: Conservative (5-7) 38% (274) 5% (366) % (78) 78Educ: < College 4% (628) 44% (662) 5% (226) 56Educ: Bachelors degree 40% (79) 48% (25) % (5) 445Educ: Post-grad 39% (94) 50% (23) % (28) 245


26




Opinion Total N

Adults 4% (902) 45% (999) 4% (304) 2205Income: Under 50k 4% (564) 44% (60) 5% (205) 37Income: 50k-100k 4% (230) 47% (266) 2% (68) 565Income: 100k+ 40% (08) 49% (3) % (30) 269Ethnicity: White 37% (645) 49% (849) 3% (23) 726Ethnicity: Hispanic 58% (203) 27% (94) 5% (54) 350Ethnicity: Afr. Am. 48% (33) 38% (05) 4% (37) 275Ethnicity: Other 6% (24) 22% (45) 7% (35) 204Relig: Protestant 33% (53) 55% (260) 2% (58) 47Relig: Roman Catholic 37% (4) 5% (93) 2% (46) 380Relig: Ath./Agn./None 45% (297) 42% (277) 3% (89) 664Relig: Something Else 47% (8) 35% (35) 7% (66) 382Relig: Jewish 34% (8) 49% (26) 7% (9) 53Relig: All Christian 37% (424) 5% (587) 3% (49) 59Relig: All Non-Christian 46% (479) 39% (42) 5% (55) 046Community: Urban 47% (289) 38% (234) 5% (95) 68Community: Suburban 39% (365) 49% (459) 2% (5) 939Community: Rural 38% (248) 47% (305) 5% (94) 648Employ: Private Sector 50% (32) 39% (247) % (67) 626Employ: Government 44% (69) 43% (67) 3% (20) 56Employ: Self-Employed 46% (97) 47% (99) 6% (3) 209Employ: Homemaker 39% (60) 40% (6) 2% (32) 53Employ: Student 52% (58) 35% (39) 3% (5) 2Employ: Retired 23% (0) 62% (298) 6% (75) 483Employ: Unemployed 44% (0) 40% (92) 5% (35) 229Employ: Other 40% (94) 4% (97) 20% (47) 237Military HH: Yes 38% (56) 48% (94) 4% (57) 406Military HH: No 4% (746) 45% (805) 4% (247) 799RD/WT: Right Direction 4% (35) 45% (384) 4% (6) 85RD/WT: Wrong Track 4% (55) 45% (64) 4% (88) 354



27

Table AVE1_4



Opinion Total N

Adults 4% (902) 45% (999) 4% (304) 2205Trump Job Approve 4% (38) 46% (429) 2% (4) 924Trump Job Disapprove 4% (469) 46% (523) 3% (48) 40Trump Job Strongly Approve 40% (97) 48% (237) % (56) 490Trump Job Somewhat Approve 42% (84) 44% (92) 3% (58) 434Trump Job Somewhat Disapprove 46% (25) 4% () 4% (37) 272Trump Job Strongly Disapprove 40% (344) 48% (43) 3% () 868Favorable of Trump 4% (375) 48% (435) % (02) 9Unfavorable of Trump 4% (468) 44% (498) 5% (64) 30Very Favorable of Trump 42% (229) 48% (259) 0% (55) 543Somewhat Favorable of Trump 40% (46) 48% (76) 3% (47) 368Somewhat Unfavorable of Trump 43% (96) 43% (96) 4% (3) 223Very Unfavorable of Trump 4% (37) 44% (402) 5% (34) 907#1 Issue: Economy 45% (265) 4% (242) 4% (8) 588#1 Issue: Security 36% (55) 49% (23) 4% (62) 430#1 Issue: Health Care 46% (77) 42% (63) 2% (45) 385#1 Issue: Medicare / Social Security 27% (80) 56% (68) 7% (52) 299#1 Issue: Women’s Issues 42% (5) 49% (59) 9% () 22#1 Issue: Education 47% (70) 43% (65) % (6) 5#1 Issue: Energy 44% (45) 38% (39) 9% (9) 02#1 Issue: Other 46% (59) 40% (5) 4% (8) 292018 House Vote: Democrat 40% (307) 46% (357) 4% (06) 7702018 House Vote: Republican 4% (278) 49% (326) 0% (68) 6722018 House Vote: Someone else 38% (42) 47% (52) 5% (7) 02018 House Vote: Didnt Vote 42% (275) 40% (262) 7% (3) 6502016 Vote: Hillary Clinton 38% (254) 48% (39) 4% (90) 6632016 Vote: Donald Trump 39% (26) 5% (339) 0% (68) 6682016 Vote: Someone else 46% (9) 37% (73) 7% (33) 962016 Vote: Didnt Vote 44% (295) 40% (267) 7% (3) 675Voted in 2014: Yes 40% (552) 47% (642) 2% (70) 364Voted in 2014: No 42% (350) 42% (356) 6% (34) 84


28




Opinion Total N

Adults 4% (902) 45% (999) 4% (304) 22052012 Vote: Barack Obama 4% (338) 44% (359) 5% (20) 872012 Vote: Mitt Romney 36% (89) 54% (28) 0% (54) 5242012 Vote: Other 38% (39) 49% (5) 3% (3) 032012 Vote: Didn’t Vote 44% (336) 40% (306) 5% (7) 7584-Region: Northeast 35% (39) 52% (206) 2% (49) 3944-Region: Midwest 40% (83) 47% (29) 3% (6) 4634-Region: South 4% (338) 45% (369) 4% (20) 8264-Region: West 46% (242) 39% (205) 4% (74) 52Evangelical 38% (244) 47% (302) 5% (93) 640Non-Evangelical 42% (658) 44% (697) 3% (2) 565TV shows: Every day 45% (493) 43% (470) 2% (3) 095TV shows: Several times per week 42% (224) 48% (258) 0% (54) 536TV shows: About once per week 38% (5) 44% (59) 8% (24) 34TV shows: Several times per month 38% (42) 37% (42) 25% (28) 3TV shows: About once per month 27% (9) 46% (32) 28% (20) 7TV shows: Less often than once per month 36% (36) 49% (49) 5% (5) 00TV shows: Never 23% (36) 56% (88) 20% (32) 56Movies: Every day 6% (276) 28% (27) % (52) 455Movies: Several times per week 46% (259) 42% (237) % (62) 558Movies: About once per week 4% (49) 46% (66) 3% (47) 362Movies: Several times per month 35% (98) 5% (43) 4% (40) 28Movies: About once per month 28% (49) 56% (97) 6% (27) 72Movies: Less often than once per month 22% (47) 59% (25) 8% (39) 2Movies: Never 5% (25) 63% (04) 22% (37) 66



29

Table AVE1_4



Opinion Total N

Adults 4% (902) 45% (999) 4% (304) 2205Sports: Every day 55% (09) 3% (62) 3% (27) 98Sports: Several times per week 52% (7) 39% (30) 9% (29) 330Sports: About once per week 37% (0) 54% (47) 9% (24) 272Sports: Several times per month 44% (69) 39% (62) 7% (27) 58Sports: About once per month 38% (57) 48% (73) 4% (2) 5Sports: Less often than once per month 38% (44) 43% (64) 9% (7) 378Sports: Never 35% (252) 50% (362) 5% (05) 78Cable: I currently subscribe 40% (408) 47% (482) 2% (25) 05Cable: I subscribed in the past 43% (338) 44% (347) 4% (08) 793Cable: I have never subscribed 39% (56) 43% (7) 8% (70) 397Satellite television: I currently subscribe 40% (99) 45% (223) 4% (7) 492Satellite television: I subscribed in the past 45% (320) 4% (289) 4% (0) 70Satellite television: I have never subscribed 38% (383) 49% (488) 3% (32) 003Streaming service: I currently subscribe 49% (60) 40% (487) % (4) 229Streaming service: I subscribed in the past 44% (3) 40% (03) 5% (39) 255Streaming service: I have never subscribed 26% (89) 57% (408) 7% (24) 72Film: An avid fan 59% (455) 3% (238) 0% (77) 770Film: A casual fan 34% (395) 52% (604) 4% (63) 6Film: Not a fan 9% (53) 57% (57) 23% (64) 274Television: An avid fan 46% (477) 42% (435) 2% (26) 038Television: A casual fan 38% (378) 49% (493) 3% (35) 006Television: Not a fan 30% (48) 44% (70) 27% (43) 6Music: An avid fan 48% (573) 39% (465) 2% (44) 82Music: A casual fan 33% (304) 52% (477) 4% (3) 92Music: Not a fan 23% (25) 5% (57) 26% (29) Fashion: An avid fan 43% (42) 43% (43) 4% (48) 334Fashion: A casual fan 44% (392) 44% (392) 3% (2) 896Fashion: Not a fan 38% (368) 48% (463) 5% (43) 975


30




Opinion Total N

Adults 4% (902) 45% (999) 4% (304) 2205Sporting events: Every day 55% (09) 3% (62) 3% (27) 98Sporting events: Several times per week 52% (7) 39% (30) 9% (29) 330Sporting events: About once per week 37% (0) 54% (47) 9% (24) 272Sporting events: Several times per month 44% (69) 39% (62) 7% (27) 58Sporting events: About once per month 38% (57) 48% (73) 4% (2) 5Sporting events: Less often than once per month 38% (44) 43% (64) 9% (7) 378Sporting events: Never 35% (252) 50% (362) 5% (05) 78Cable television: I currently subscribe 40% (408) 47% (482) 2% (25) 05Cable television: I subscribed in the past 43% (338) 44% (347) 4% (08) 793Cable television: I have never subscribed 39% (56) 43% (7) 8% (70) 397Satellite television: I currently subscribe 40% (99) 45% (223) 4% (7) 492Satellite television: I subscribed in the past 45% (320) 4% (289) 4% (0) 70Satellite television: I have never subscribed 38% (383) 49% (488) 3% (32) 003Streaming service: I currently subscribe 49% (60) 40% (487) % (4) 229Streaming service: I subscribed in the past 44% (3) 40% (03) 5% (39) 255Streaming service: I have never subscribed 26% (89) 57% (408) 7% (24) 72Film: An avid fan 59% (455) 3% (238) 0% (77) 770Film: A casual fan 34% (395) 52% (604) 4% (63) 6Film: Not a fan 9% (53) 57% (57) 23% (64) 274Television: An avid fan 46% (477) 42% (435) 2% (26) 038Television: A casual fan 38% (378) 49% (493) 3% (35) 006Television: Not a fan 30% (48) 44% (70) 27% (43) 6Music: An avid fan 48% (573) 39% (465) 2% (44) 82Music: A casual fan 33% (304) 52% (477) 4% (3) 92Music: Not a fan 23% (25) 5% (57) 26% (29) Fashion: An avid fan 43% (42) 43% (43) 4% (48) 334Fashion: A casual fan 44% (392) 44% (392) 3% (2) 896Fashion: Not a fan 38% (368) 48% (463) 5% (43) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.



31

Table AVE2

Table AVE2: In the past year, have you seen a superhero movie in theaters?


Opinion Total N

Adults 47% (030) 50% (2) 3% (62) 2205Gender: Male 54% (579) 43% (463) 2% (23) 064Gender: Female 40% (45) 57% (650) 3% (40) 4Age: 18-29 65% (305) 30% (42) 5% (25) 47Age: 30-44 60% (328) 38% (205) 2% () 544Age: 45-54 4% (6) 56% (22) 3% () 392Age: 55-64 36% (3) 6% (29) 3% (0) 360Age: 65+ 24% (06) 74% (326) % (5) 437Generation Z: 18-21 72% (8) 24% (40) 4% (7) 65Millennial: Age 22-37 60% (382) 36% (228) 4% (24) 635Generation X: Age 38-53 50% (282) 48% (270) 3% (6) 568Boomers: Age 54-72 3% (28) 67% (474) 2% (5) 706PID: Dem (no lean) 50% (363) 48% (347) 2% (2) 722PID: Ind (no lean) 45% (364) 49% (396) 5% (4) 800PID: Rep (no lean) 44% (303) 54% (370) % (9) 682PID/Gender: DemMen 59% (9) 40% (3) % (2) 324PID/Gender: DemWomen 43% (72) 54% (26) 2% (0) 398PID/Gender: Ind Men 54% (97) 4% (5) 5% (8) 366PID/Gender: Ind Women 38% (66) 56% (245) 5% (23) 434PID/Gender: Rep Men 5% (90) 48% (8) % (3) 374PID/Gender: Rep Women 37% (3) 6% (89) 2% (7) 308Ideo: Liberal (1-3) 55% (390) 4% (290) 4% (30) 70Ideo: Moderate (4) 46% (20) 53% (244) % (5) 459Ideo: Conservative (5-7) 42% (299) 57% (40) % (9) 78Educ: < College 45% (675) 52% (787) 4% (53) 56Educ: Bachelors degree 50% (22) 49% (29) % (5) 445Educ: Post-grad 55% (34) 44% (06) 2% (4) 245Income: Under 50k 44% (607) 53% (72) 3% (44) 37Income: 50k-100k 50% (285) 48% (269) 2% () 565Income: 100k+ 5% (39) 46% (23) 3% (8) 269


32

Morning ConsultTable AVE2



Opinion Total N

Adults 47% (030) 50% (2) 3% (62) 2205Ethnicity: White 42% (724) 56% (964) 2% (38) 726Ethnicity: Hispanic 69% (242) 26% (92) 4% (6) 350Ethnicity: Afr. Am. 64% (76) 3% (86) 5% (4) 275Ethnicity: Other 64% (3) 3% (62) 5% () 204Relig: Protestant 39% (84) 60% (282) % (4) 47Relig: Roman Catholic 45% (72) 54% (203) % (4) 380Relig: Ath./Agn./None 50% (333) 46% (304) 4% (28) 664Relig: Something Else 52% (97) 43% (64) 5% (20) 382Relig: Jewish 5% (27) 46% (25) 3% (2) 53Relig: All Christian 43% (500) 56% (645) % (4) 59Relig: All Non-Christian 5% (53) 45% (467) 5% (48) 046Community: Urban 56% (344) 40% (246) 5% (29) 68Community: Suburban 46% (43) 52% (490) 2% (7) 939Community: Rural 39% (255) 58% (376) 3% (6) 648Employ: Private Sector 60% (373) 38% (24) 2% (2) 626Employ: Government 55% (85) 45% (70) % () 56Employ: Self-Employed 59% (23) 40% (84) % (2) 209Employ: Homemaker 42% (65) 57% (88) — () 53Employ: Student 7% (79) 29% (32) — (0) 2Employ: Retired 27% (30) 7% (343) 2% (0) 483Employ: Unemployed 39% (90) 57% (3) 3% (8) 229Employ: Other 36% (86) 52% (24) 2% (28) 237Military HH: Yes 48% (97) 5% (209) — () 406Military HH: No 46% (834) 50% (904) 3% (6) 799RD/WT: Right Direction 43% (363) 55% (470) 2% (9) 85RD/WT: Wrong Track 49% (668) 47% (643) 3% (43) 354Trump Job Approve 43% (397) 55% (5) 2% (5) 924Trump Job Disapprove 5% (586) 47% (532) 2% (22) 40



33

Table AVE2



Opinion Total N

Adults 47% (030) 50% (2) 3% (62) 2205Trump Job Strongly Approve 39% (93) 59% (29) % (6) 490Trump Job Somewhat Approve 47% (204) 5% (22) 2% (9) 434Trump Job Somewhat Disapprove 54% (48) 45% (23) % () 272Trump Job Strongly Disapprove 50% (438) 47% (409) 2% (2) 868Favorable of Trump 43% (39) 55% (504) 2% (6) 9Unfavorable of Trump 52% (584) 46% (59) 2% (26) 30Very Favorable of Trump 40% (27) 58% (33) 2% (4) 543Somewhat Favorable of Trump 47% (75) 52% (9) % (2) 368Somewhat Unfavorable of Trump 52% (6) 46% (03) 2% (5) 223Very Unfavorable of Trump 52% (468) 46% (47) 2% (22) 907#1 Issue: Economy 55% (32) 44% (257) 2% (0) 588#1 Issue: Security 37% (58) 62% (266) % (6) 430#1 Issue: Health Care 50% (9) 49% (87) 2% (7) 385#1 Issue: Medicare / Social Security 35% (04) 6% (83) 4% (2) 299#1 Issue: Women’s Issues 49% (60) 48% (58) 3% (3) 22#1 Issue: Education 55% (83) 40% (60) 5% (8) 5#1 Issue: Energy 57% (58) 39% (40) 3% (3) 02#1 Issue: Other 43% (55) 47% (6) 0% (3) 292018 House Vote: Democrat 50% (388) 48% (372) % (0) 7702018 House Vote: Republican 45% (302) 54% (362) % (8) 6722018 House Vote: Someone else 48% (53) 47% (52) 5% (6) 02018 House Vote: Didnt Vote 44% (288) 50% (323) 6% (39) 6502016 Vote: Hillary Clinton 49% (324) 50% (33) % (8) 6632016 Vote: Donald Trump 40% (270) 59% (393) % (5) 6682016 Vote: Someone else 52% (0) 45% (89) 3% (6) 962016 Vote: Didnt Vote 49% (333) 44% (298) 6% (43) 675Voted in 2014: Yes 46% (627) 53% (723) % (5) 364Voted in 2014: No 48% (404) 46% (389) 6% (48) 84


34




Opinion Total N

Adults 47% (030) 50% (2) 3% (62) 22052012 Vote: Barack Obama 49% (404) 49% (398) 2% (5) 872012 Vote: Mitt Romney 38% (200) 6% (38) % (5) 5242012 Vote: Other 35% (36) 63% (65) 3% (3) 032012 Vote: Didn’t Vote 52% (39) 43% (329) 5% (39) 7584-Region: Northeast 39% (55) 55% (28) 5% (2) 3944-Region: Midwest 45% (206) 52% (243) 3% (4) 4634-Region: South 46% (383) 52% (426) 2% (7) 8264-Region: West 55% (286) 43% (225) 2% () 52Evangelical 44% (283) 55% (349) % (8) 640Non-Evangelical 48% (748) 49% (764) 3% (54) 565TV shows: Every day 52% (57) 46% (507) 2% (7) 095TV shows: Several times per week 49% (26) 50% (270) % (5) 536TV shows: About once per week 43% (58) 53% (7) 4% (5) 34TV shows: Several times per month 46% (52) 46% (52) 8% (9) 3TV shows: About once per month 25% (8) 75% (54) — (0) 7TV shows: Less often than once per month 37% (37) 57% (57) 6% (6) 00TV shows: Never 22% (34) 66% (02) 3% (20) 56Movies: Every day 65% (295) 32% (47) 3% (3) 455Movies: Several times per week 55% (304) 45% (250) % (4) 558Movies: About once per week 52% (89) 47% (68) % (4) 362Movies: Several times per month 4% (6) 57% (59) 2% (5) 28Movies: About once per month 32% (56) 63% (09) 4% (7) 72Movies: Less often than once per month 24% (50) 75% (58) % (3) 2Movies: Never 2% (20) 73% (2) 5% (25) 66Sports: Every day 56% () 4% (82) 3% (6) 98Sports: Several times per week 55% (8) 43% (43) 2% (7) 330Sports: About once per week 52% (4) 46% (26) 2% (5) 272Sports: Several times per month 45% (70) 55% (87) — (0) 58Sports: About once per month 56% (85) 42% (63) 2% (3) 5Sports: Less often than once per month 43% (6) 55% (208) 2% (9) 378Sports: Never 39% (28) 56% (404) 5% (33) 78



35

Table AVE2



Opinion Total N

Adults 47% (030) 50% (2) 3% (62) 2205Cable: I currently subscribe 49% (493) 49% (493) 3% (29) 05Cable: I subscribed in the past 46% (369) 5% (403) 3% (2) 793Cable: I have never subscribed 42% (68) 55% (27) 3% (2) 397Satellite television: I currently subscribe 46% (229) 50% (246) 4% (8) 492Satellite television: I subscribed in the past 50% (355) 48% (342) 2% (3) 70Satellite television: I have never subscribed 45% (447) 52% (525) 3% (3) 003Streaming service: I currently subscribe 57% (706) 40% (49) 3% (32) 229Streaming service: I subscribed in the past 49% (24) 48% (23) 3% (8) 255Streaming service: I have never subscribed 28% (200) 69% (499) 3% (22) 72Film: An avid fan 67% (54) 32% (246) % (0) 770Film: A casual fan 40% (466) 58% (670) 2% (26) 6Film: Not a fan 9% (5) 72% (97) 0% (26) 274Television: An avid fan 53% (546) 46% (474) 2% (7) 038Television: A casual fan 43% (430) 55% (552) 2% (25) 006Television: Not a fan 34% (54) 54% (86) 3% (20) 6Music: An avid fan 54% (64) 44% (57) 2% (24) 82Music: A casual fan 39% (359) 58% (533) 2% (9) 92Music: Not a fan 27% (30) 56% (62) 7% (9) Fashion: An avid fan 60% (202) 36% (20) 4% (2) 334Fashion: A casual fan 49% (440) 48% (434) 3% (23) 896Fashion: Not a fan 40% (388) 57% (558) 3% (28) 975Sporting events: Every day 56% () 4% (82) 3% (6) 98Sporting events: Several times per week 55% (8) 43% (43) 2% (7) 330Sporting events: About once per week 52% (4) 46% (26) 2% (5) 272Sporting events: Several times per month 45% (70) 55% (87) — (0) 58Sporting events: About once per month 56% (85) 42% (63) 2% (3) 5Sporting events: Less often than once per month 43% (6) 55% (208) 2% (9) 378Sporting events: Never 39% (28) 56% (404) 5% (33) 78Cable television: I currently subscribe 49% (493) 49% (493) 3% (29) 05Cable television: I subscribed in the past 46% (369) 5% (403) 3% (2) 793Cable television: I have never subscribed 42% (68) 55% (27) 3% (2) 397


36




Opinion Total N

Adults 47% (030) 50% (2) 3% (62) 2205Satellite television: I currently subscribe 46% (229) 50% (246) 4% (8) 492Satellite television: I subscribed in the past 50% (355) 48% (342) 2% (3) 70Satellite television: I have never subscribed 45% (447) 52% (525) 3% (3) 003Streaming service: I currently subscribe 57% (706) 40% (49) 3% (32) 229Streaming service: I subscribed in the past 49% (24) 48% (23) 3% (8) 255Streaming service: I have never subscribed 28% (200) 69% (499) 3% (22) 72Film: An avid fan 67% (54) 32% (246) % (0) 770Film: A casual fan 40% (466) 58% (670) 2% (26) 6Film: Not a fan 9% (5) 72% (97) 0% (26) 274Television: An avid fan 53% (546) 46% (474) 2% (7) 038Television: A casual fan 43% (430) 55% (552) 2% (25) 006Television: Not a fan 34% (54) 54% (86) 3% (20) 6Music: An avid fan 54% (64) 44% (57) 2% (24) 82Music: A casual fan 39% (359) 58% (533) 2% (9) 92Music: Not a fan 27% (30) 56% (62) 7% (9) Fashion: An avid fan 60% (202) 36% (20) 4% (2) 334Fashion: A casual fan 49% (440) 48% (434) 3% (23) 896Fashion: Not a fan 40% (388) 57% (558) 3% (28) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.



37

Table AVE3

Table AVE3: Which of the following statements comes closest to your view, even if none are exactly right?

Demographic

I enjoysuperhero

movies and willcontinue to see

them intheaters

I enjoysuperhero

movies, but I’mgetting a littletired of so

many of them

I don’t enjoysuperhero

movies, but Istill go seesome filmsoccasionally


movies and Idon’t see themin theaters

Don’t Know /No Opinion Total N

Adults 43% (957) 6% (346) 0% (25) 2% (470) 0% (27) 2205Gender: Male 52% (558) 7% (79) 6% (64) 7% (77) 8% (86) 064Gender: Female 35% (398) 5% (67) 3% (5) 26% (293) % (3) 4Age: 18-29 62% (292) 6% (76) 6% (28) 8% (39) 8% (36) 47Age: 30-44 59% (320) 6% (90) 7% (37) 2% (67) 6% (3) 544Age: 45-54 40% (56) 8% (69) 2% (46) 20% (80) 0% (40) 392Age: 55-64 27% (98) 5% (53) 5% (54) 30% (08) 3% (47) 360Age: 65+ 2% (9) 3% (57) 2% (50) 40% (76) 4% (63) 437Generation Z: 18-21 7% (7) 0% (7) 5% (8) 7% () 8% (2) 65Millennial: Age 22-37 59% (374) 7% (07) 7% (43) 0% (66) 7% (44) 635Generation X: Age 38-53 47% (268) 8% (05) 0% (55) 6% (93) 8% (48) 568Boomers: Age 54-72 25% (74) 4% (0) 4% (98) 34% (238) 3% (95) 706PID: Dem (no lean) 46% (33) 5% (0) 0% (73) 9% (40) 9% (68) 722PID: Ind (no lean) 44% (356) 4% (5) 0% (78) 20% (57) 2% (94) 800PID: Rep (no lean) 40% (270) 8% (20) 9% (64) 25% (73) 8% (55) 682PID/Gender: DemMen 57% (84) 6% (53) 6% (9) 5% (47) 7% (2) 324PID/Gender: DemWomen 37% (47) 4% (57) 4% (54) 23% (93) 2% (47) 398PID/Gender: Ind Men 53% (95) 5% (57) 5% (20) 5% (56) % (38) 366PID/Gender: Ind Women 37% (6) 4% (59) 3% (58) 23% (0) 3% (56) 434PID/Gender: Rep Men 48% (79) 8% (69) 7% (25) 20% (74) 7% (26) 374PID/Gender: Rep Women 29% (90) 7% (5) 3% (39) 32% (99) 9% (28) 308Ideo: Liberal (1-3) 50% (358) 5% (09) 0% (7) 6% (6) 8% (55) 70Ideo: Moderate (4) 42% (94) 8% (8) % (5) 23% (05) 6% (29) 459Ideo: Conservative (5-7) 36% (257) 8% (29) 0% (69) 27% (92) 0% (7) 78


38



Demographic

I enjoysuperhero


them intheaters

I enjoysuperhero


many of them






Adults 43% (957) 6% (346) 0% (25) 2% (470) 0% (27) 2205Educ: < College 45% (677) 4% (206) 9% (38) 2% (34) 2% (8) 56Educ: Bachelors degree 4% (82) 23% (0) 9% (4) 23% (0) 5% (2) 445Educ: Post-grad 40% (98) 6% (39) 5% (36) 22% (55) 6% (6) 245Income: Under 50k 44% (606) 6% (26) 8% (3) 20% (269) 2% (67) 37Income: 50k-100k 43% (24) 4% (80) 2% (69) 25% (43) 6% (32) 565Income: 100k+ 4% (0) 8% (49) 2% (33) 22% (58) 7% (8) 269Ethnicity: White 38% (652) 7% (286) % (89) 25% (43) 0% (68) 726Ethnicity: Hispanic 67% (235) 5% (52) 3% () 7% (24) 8% (29) 350Ethnicity: Afr. Am. 65% (79) 2% (33) 6% (5) 8% (22) 0% (26) 275Ethnicity: Other 62% (26) 3% (27) 5% () 8% (7) % (23) 204Relig: Protestant 32% (53) 9% (89) % (52) 27% (26) % (5) 47Relig: Roman Catholic 4% (54) 4% (53) 2% (44) 27% (02) 7% (26) 380Relig: Ath./Agn./None 48% (37) 4% (96) 8% (56) 8% (20) % (76) 664Relig: Something Else 5% (93) 7% (63) 9% (35) 6% (60) 8% (30) 382Relig: Jewish 40% (22) 4% (7) 5% (8) 25% (3) 6% (3) 53Relig: All Christian 39% (446) 6% (87) % (24) 25% (290) 0% () 59Relig: All Non-Christian 49% (50) 5% (59) 9% (9) 7% (80) 0% (06) 046Community: Urban 52% (323) 4% (87) 8% (52) 5% (94) 0% (63) 68Community: Suburban 42% (395) 7% (59) 0% (95) 24% (225) 7% (65) 939Community: Rural 37% (239) 5% (99) % (68) 23% (5) 4% (90) 648



39

Table AVE3


Demographic

I enjoysuperhero


them intheaters

I enjoysuperhero


many of them






Adults 43% (957) 6% (346) 0% (25) 2% (470) 0% (27) 2205Employ: Private Sector 53% (333) 7% (07) 0% (6) 4% (88) 6% (37) 626Employ: Government 53% (83) 0% (6) 3% (20) 20% (3) 4% (6) 56Employ: Self-Employed 57% (20) 5% (3) 9% (8) 5% (3) 4% (9) 209Employ: Homemaker 42% (64) 5% (24) 4% (2) 2% (32) 9% (4) 53Employ: Student 6% (68) 7% (9) 6% (7) 0% () 6% (7) 2Employ: Retired 22% (06) 3% (62) 0% (5) 4% (98) 4% (66) 483Employ: Unemployed 4% (93) 20% (45) 0% (23) 6% (37) 3% (3) 229Employ: Other 38% (90) 8% (42) 6% (5) 7% (4) 2% (49) 237Military HH: Yes 44% (80) 8% (73) 0% (42) 22% (88) 6% (24) 406Military HH: No 43% (777) 5% (273) 0% (73) 2% (382) % (94) 799RD/WT: Right Direction 4% (35) 7% (46) 9% (75) 23% (97) 0% (83) 85RD/WT: Wrong Track 45% (606) 5% (200) 0% (40) 20% (273) 0% (34) 354Trump Job Approve 40% (373) 7% (55) 9% (82) 25% (227) 9% (86) 924Trump Job Disapprove 47% (533) 6% (78) % (24) 9% (220) 7% (85) 40Trump Job Strongly Approve 38% (88) 7% (82) 9% (42) 26% (29) 0% (49) 490Trump Job Somewhat Approve 43% (85) 7% (73) 9% (40) 23% (98) 8% (37) 434Trump Job Somewhat Disapprove 5% (38) 7% (47) 3% (35) 4% (37) 5% (5) 272Trump Job Strongly Disapprove 46% (395) 5% (3) 0% (88) 2% (82) 8% (70) 868Favorable of Trump 40% (365) 6% (48) 0% (88) 25% (227) 9% (84) 9Unfavorable of Trump 47% (533) 5% (68) % (2) 9% (23) 8% (95) 30Very Favorable of Trump 38% (208) 7% (92) 9% (48) 26% (44) 9% (52) 543Somewhat Favorable of Trump 43% (57) 5% (56) % (40) 22% (83) 9% (32) 368Somewhat Unfavorable of Trump 52% (7) 4% (32) 0% (23) 4% (3) 9% (2) 223Very Unfavorable of Trump 46% (47) 5% (36) % (98) 20% (82) 8% (74) 907


40



Demographic

I enjoysuperhero


them intheaters

I enjoysuperhero


many of them






Adults 43% (957) 6% (346) 0% (25) 2% (470) 0% (27) 2205#1 Issue: Economy 5% (300) 8% (03) 9% (56) 6% (93) 6% (35) 588#1 Issue: Security 33% (42) 7% (73) 0% (45) 28% (2) % (49) 430#1 Issue: Health Care 50% (93) 3% (50) 2% (45) 8% (69) 7% (28) 385#1 Issue: Medicare / Social Security 26% (77) 6% (47) 0% (30) 36% (06) 3% (39) 299#1 Issue: Women’s Issues 46% (56) 2% (25) 2% (4) 4% (7) 8% (9) 22#1 Issue: Education 53% (80) 0% (6) 8% () 8% (27) % (7) 5#1 Issue: Energy 50% (5) 2% (22) 5% (5) % () 3% (3) 02#1 Issue: Other 44% (57) 8% (0) 7% (9) 20% (26) 2% (26) 292018 House Vote: Democrat 46% (35) 5% (3) 2% (9) 20% (54) 8% (6) 7702018 House Vote: Republican 38% (252) 9% (24) 9% (63) 26% (75) 9% (58) 6722018 House Vote: Someone else 4% (46) 4% (5) % (2) 3% (5) 20% (22) 02018 House Vote: Didnt Vote 47% (308) 4% (93) 8% (49) 9% (24) 2% (76) 6502016 Vote: Hillary Clinton 42% (276) 7% (0) 2% (77) 22% (49) 8% (5) 6632016 Vote: Donald Trump 35% (234) 8% (9) 0% (67) 28% (89) 9% (59) 6682016 Vote: Someone else 49% (95) 3% (26) 8% (6) 6% (32) 4% (28) 962016 Vote: Didnt Vote 52% (349) 3% (90) 8% (55) 5% (00) 2% (80) 675Voted in 2014: Yes 40% (550) 7% (226) % (5) 23% (320) 9% (7) 364Voted in 2014: No 48% (406) 4% (20) 8% (64) 8% (50) 2% (0) 842012 Vote: Barack Obama 44% (36) 5% (25) % (9) 2% (75) 8% (64) 872012 Vote: Mitt Romney 32% (68) 8% (97) 0% (53) 30% (56) 0% (5) 5242012 Vote: Other 35% (37) 4% (4) 3% (3) 24% (25) 4% (4) 032012 Vote: Didn’t Vote 52% (39) 4% (0) 7% (57) 5% (3) 2% (88) 7584-Region: Northeast 35% (36) 4% (56) 3% (50) 27% (08) % (45) 3944-Region: Midwest 40% (87) 5% (7) 0% (46) 24% () 0% (48) 4634-Region: South 45% (37) 5% (26) 8% (70) 2% (7) % (89) 8264-Region: West 50% (262) 8% (93) 0% (50) 6% (8) 7% (36) 52



41

Table AVE3


Demographic

I enjoysuperhero


them intheaters

I enjoysuperhero


many of them






Adults 43% (957) 6% (346) 0% (25) 2% (470) 0% (27) 2205Evangelical 4% (26) 7% (07) 9% (59) 23% (45) % (68) 640Non-Evangelical 44% (696) 5% (239) 0% (56) 2% (325) 0% (49) 565TV shows: Every day 49% (535) 6% (75) 8% (93) 9% (20) 8% (82) 095TV shows: Several times per week 43% (23) 7% (92) 2% (62) 20% (08) 8% (42) 536TV shows: About once per week 40% (53) 2% (6) 3% (7) 25% (34) 0% (3) 34TV shows: Several times per month 45% (50) 7% (9) 7% (8) 22% (24) 0% () 3TV shows: About once per month 2% (5) 23% (6) 8% (3) 28% (20) 0% (7) 7TV shows: Less often than once per month 38% (38) 5% (5) 9% (9) 26% (26) 2% (2) 00TV shows: Never 22% (34) 7% () 8% (3) 3% (48) 32% (50) 56Movies: Every day 67% (305) 3% (60) 4% (20) 0% (47) 5% (24) 455Movies: Several times per week 48% (267) 20% (2) % (60) 6% (87) 6% (32) 558Movies: About once per week 45% (64) 5% (56) 3% (48) 8% (64) 8% (3) 362Movies: Several times per month 38% (06) 9% (52) 0% (28) 23% (65) 0% (29) 28Movies: About once per month 29% (49) 7% (30) 5% (26) 27% (47) % (20) 72Movies: Less often than once per month 23% (49) 3% (27) 9% (9) 39% (8) 6% (34) 2Movies: Never 0% (7) 6% (0) 8% (3) 47% (79) 29% (48) 66Sports: Every day 62% (24) % (2) 6% (3) 4% (28) 6% (2) 98Sports: Several times per week 5% (69) 7% (58) 5% (6) 23% (75) 4% (3) 330Sports: About once per week 44% (20) 20% (55) % (29) 8% (48) 7% (9) 272Sports: Several times per month 42% (67) 7% (26) 3% (20) 23% (36) 6% (9) 58Sports: About once per month 45% (68) 4% (20) 4% (2) 9% (28) 8% (3) 5Sports: Less often than once per month 42% (59) 7% (63) % (42) 20% (76) 0% (38) 378Sports: Never 35% (25) 4% (03) 0% (74) 25% (78) 6% (3) 78Cable: I currently subscribe 46% (470) 5% (50) 9% (87) 22% (226) 8% (82) 05Cable: I subscribed in the past 4% (326) 7% (36) 2% (98) 20% (62) 9% (72) 793Cable: I have never subscribed 40% (6) 5% (6) 8% (30) 2% (83) 6% (63) 397


42



Demographic

I enjoysuperhero


them intheaters

I enjoysuperhero


many of them






Adults 43% (957) 6% (346) 0% (25) 2% (470) 0% (27) 2205Satellite television: I currently subscribe 44% (27) 4% (67) 8% (38) 22% (09) 2% (6) 492Satellite television: I subscribed in the past 44% (36) 8% (26) % (75) 9% (32) 9% (6) 70Satellite television: I have never subscribed 42% (425) 5% (53) 0% (0) 23% (228) 0% (96) 003Streaming service: I currently subscribe 5% (627) 7% (208) 9% (09) 7% (208) 6% (76) 229Streaming service: I subscribed in the past 44% (3) 7% (44) 2% (30) 5% (38) 2% (30) 255Streaming service: I have never subscribed 30% (26) 3% (93) % (76) 3% (224) 5% () 72Film: An avid fan 63% (485) 7% (30) 6% (50) 0% (76) 4% (29) 770Film: A casual fan 37% (428) 6% (85) 2% (4) 23% (27) 2% (37) 6Film: Not a fan 6% (43) % (3) 9% (25) 45% (23) 9% (52) 274Television: An avid fan 5% (528) 5% (6) 9% (9) 8% (88) 7% (72) 038Television: A casual fan 38% (38) 7% (70) % (08) 24% (238) % (09) 006Television: Not a fan 30% (48) 0% (5) % (7) 28% (44) 22% (36) 6Music: An avid fan 53% (62) 7% (97) 8% (98) 6% (92) 6% (74) 82Music: A casual fan 34% (32) 5% (36) 2% (08) 27% (243) 3% (4) 92Music: Not a fan 22% (24) 2% (3) 9% (0) 32% (35) 26% (29) Fashion: An avid fan 57% (89) 2% (39) 2% (40) 4% (45) 6% (2) 334Fashion: A casual fan 46% (408) 6% (39) 0% (88) 20% (84) 9% (77) 896Fashion: Not a fan 37% (360) 7% (68) 9% (87) 25% (24) 2% (9) 975Sporting events: Every day 62% (24) % (2) 6% (3) 4% (28) 6% (2) 98Sporting events: Several times per week 5% (69) 7% (58) 5% (6) 23% (75) 4% (3) 330Sporting events: About once per week 44% (20) 20% (55) % (29) 8% (48) 7% (9) 272Sporting events: Several times per month 42% (67) 7% (26) 3% (20) 23% (36) 6% (9) 58Sporting events: About once per month 45% (68) 4% (20) 4% (2) 9% (28) 8% (3) 5Sporting events: Less often than once per month 42% (59) 7% (63) % (42) 20% (76) 0% (38) 378Sporting events: Never 35% (25) 4% (03) 0% (74) 25% (78) 6% (3) 78



43

Table AVE3


Demographic

I enjoysuperhero


them intheaters

I enjoysuperhero


many of them






Adults 43% (957) 6% (346) 0% (25) 2% (470) 0% (27) 2205Cable television: I currently subscribe 46% (470) 5% (50) 9% (87) 22% (226) 8% (82) 05Cable television: I subscribed in the past 4% (326) 7% (36) 2% (98) 20% (62) 9% (72) 793Cable television: I have never subscribed 40% (6) 5% (6) 8% (30) 2% (83) 6% (63) 397Satellite television: I currently subscribe 44% (27) 4% (67) 8% (38) 22% (09) 2% (6) 492Satellite television: I subscribed in the past 44% (36) 8% (26) % (75) 9% (32) 9% (6) 70Satellite television: I have never subscribed 42% (425) 5% (53) 0% (0) 23% (228) 0% (96) 003Streaming service: I currently subscribe 5% (627) 7% (208) 9% (09) 7% (208) 6% (76) 229Streaming service: I subscribed in the past 44% (3) 7% (44) 2% (30) 5% (38) 2% (30) 255Streaming service: I have never subscribed 30% (26) 3% (93) % (76) 3% (224) 5% () 72Film: An avid fan 63% (485) 7% (30) 6% (50) 0% (76) 4% (29) 770Film: A casual fan 37% (428) 6% (85) 2% (4) 23% (27) 2% (37) 6Film: Not a fan 6% (43) % (3) 9% (25) 45% (23) 9% (52) 274Television: An avid fan 5% (528) 5% (6) 9% (9) 8% (88) 7% (72) 038Television: A casual fan 38% (38) 7% (70) % (08) 24% (238) % (09) 006Television: Not a fan 30% (48) 0% (5) % (7) 28% (44) 22% (36) 6Music: An avid fan 53% (62) 7% (97) 8% (98) 6% (92) 6% (74) 82Music: A casual fan 34% (32) 5% (36) 2% (08) 27% (243) 3% (4) 92Music: Not a fan 22% (24) 2% (3) 9% (0) 32% (35) 26% (29) Fashion: An avid fan 57% (89) 2% (39) 2% (40) 4% (45) 6% (2) 334Fashion: A casual fan 46% (408) 6% (39) 0% (88) 20% (84) 9% (77) 896Fashion: Not a fan 37% (360) 7% (68) 9% (87) 25% (24) 2% (9) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


44


Table AVE4_1: How much do each of the following impact your decision to see a superhero movie?The superheroes in the film

Demographic A lot Some Not too much Not at allDon’t Know /No Opinion Total N

Adults 34% (739) 29% (638) 0% (225) 9% (428) 8% (75) 2205Gender: Male 39% (420) 28% (300) 0% (06) 6% (68) 7% (70) 064Gender: Female 28% (38) 30% (338) 0% (9) 23% (260) 9% (05) 4Age: 18-29 48% (228) 29% (35) 7% (33) 8% (38) 8% (38) 47Age: 30-44 44% (240) 28% (53) 9% (49) 2% (64) 7% (38) 544Age: 45-54 30% (6) 35% (37) 0% (40) 7% (68) 8% (30) 392Age: 55-64 2% (77) 30% (09) 3% (47) 26% (95) 9% (33) 360Age: 65+ 8% (78) 24% (04) 3% (55) 38% (64) 8% (35) 437Generation Z: 18-21 54% (89) 23% (38) 9% (5) 6% (0) 8% (3) 65Millennial: Age 22-37 46% (290) 29% (8) 7% (45) 0% (66) 8% (52) 635Generation X: Age 38-53 35% (97) 35% (97) 0% (57) 5% (83) 6% (35) 568Boomers: Age 54-72 20% (43) 28% (97) 3% (92) 30% (2) 9% (62) 706PID: Dem (no lean) 38% (27) 27% (95) % (77) 20% (4) 5% (37) 722PID: Ind (no lean) 32% (258) 3% (248) 9% (72) 8% (42) 0% (8) 800PID: Rep (no lean) 3% (209) 29% (95) % (76) 2% (46) 8% (56) 682PID/Gender: DemMen 42% (37) 27% (87) % (36) 7% (56) 3% (8) 324PID/Gender: DemWomen 34% (34) 27% (08) 0% (4) 2% (85) 7% (29) 398PID/Gender: Ind Men 40% (47) 28% (04) 7% (24) 5% (54) 0% (38) 366PID/Gender: Ind Women 26% () 33% (44) % (48) 20% (88) 0% (43) 434PID/Gender: Rep Men 36% (36) 29% (09) 2% (46) 6% (59) 6% (24) 374PID/Gender: Rep Women 24% (73) 28% (86) 0% (30) 28% (87) % (32) 308Ideo: Liberal (1-3) 42% (298) 28% (95) 0% (69) 5% (05) 6% (43) 70Ideo: Moderate (4) 29% (33) 33% (53) 0% (45) 22% (00) 6% (28) 459Ideo: Conservative (5-7) 29% (206) 29% (22) 2% (89) 24% (72) 6% (4) 78Educ: < College 34% (57) 28% (427) 0% (52) 9% (282) 9% (37) 56Educ: Bachelors degree 33% (46) 32% (42) 0% (45) 20% (88) 5% (24) 445Educ: Post-grad 3% (75) 28% (69) 2% (29) 23% (57) 6% (4) 245



45

Table AVE4_1



Adults 34% (739) 29% (638) 0% (225) 9% (428) 8% (75) 2205Income: Under 50k 35% (484) 28% (383) 0% (37) 8% (247) 9% (20) 37Income: 50k-100k 30% (70) 32% (78) % (60) 22% (23) 6% (34) 565Income: 100k+ 3% (85) 29% (77) % (28) 22% (59) 8% (2) 269Ethnicity: White 30% (55) 29% (506) % (83) 22% (385) 8% (38) 726Ethnicity: Hispanic 48% (68) 28% (99) 8% (27) 8% (28) 8% (28) 350Ethnicity: Afr. Am. 50% (38) 25% (68) 8% (22) 0% (28) 7% (9) 275Ethnicity: Other 42% (86) 3% (64) 0% (20) 8% (6) 9% (8) 204Relig: Protestant 28% (30) 3% (45) 3% (59) 23% (06) 6% (30) 47Relig: Roman Catholic 30% (4) 29% () 0% (39) 23% (87) 8% (29) 380Relig: Ath./Agn./None 36% (240) 28% (84) 2% (78) 6% (08) 8% (54) 664Relig: Something Else 38% (46) 30% (6) 6% (23) 7% (66) 8% (3) 382Relig: Jewish 24% (3) 32% (7) 4% (2) 32% (7) 8% (4) 53Relig: All Christian 30% (353) 29% (339) % (24) 22% (254) 8% (90) 59Relig: All Non-Christian 37% (386) 29% (299) 0% (0) 7% (75) 8% (85) 046Community: Urban 39% (239) 26% (63) % (65) 6% (99) 8% (52) 68Community: Suburban 33% (32) 3% (289) 9% (88) 2% (94) 6% (56) 939Community: Rural 29% (88) 29% (87) % (72) 2% (35) 0% (66) 648Employ: Private Sector 4% (254) 33% (209) 7% (46) 5% (92) 4% (25) 626Employ: Government 38% (59) 30% (46) 7% () 9% (29) 7% () 56Employ: Self-Employed 40% (83) 33% (69) % (24) 0% (20) 6% (4) 209Employ: Homemaker 27% (4) 34% (52) 4% (22) 8% (28) 6% (0) 53Employ: Student 49% (55) 26% (30) 3% (4) 4% (5) 7% (8) 2Employ: Retired 7% (82) 25% (9) 3% (63) 36% (76) 9% (43) 483Employ: Unemployed 35% (80) 29% (67) 0% (24) 6% (38) 9% (20) 229Employ: Other 35% (84) 20% (47) 9% (22) 7% (4) 9% (44) 237Military HH: Yes 35% (40) 3% (27) 8% (34) 2% (85) 5% (20) 406Military HH: No 33% (598) 28% (5) % (9) 9% (344) 9% (55) 799RD/WT: Right Direction 3% (268) 29% (245) % (94) 9% (60) 0% (84) 85RD/WT: Wrong Track 35% (47) 29% (393) 0% (3) 20% (268) 7% (9) 354


46




Adults 34% (739) 29% (638) 0% (225) 9% (428) 8% (75) 2205Trump Job Approve 30% (278) 32% (296) 0% (94) 20% (83) 8% (73) 924Trump Job Disapprove 37% (424) 28% (37) % (2) 9% (220) 5% (58) 40Trump Job Strongly Approve 30% (49) 30% (47) 0% (48) 22% (08) 8% (38) 490Trump Job Somewhat Approve 30% (28) 34% (49) % (46) 7% (74) 8% (35) 434Trump Job Somewhat Disapprove 39% (05) 3% (84) % (3) 5% (42) 4% (0) 272Trump Job Strongly Disapprove 37% (39) 27% (233) 0% (90) 2% (78) 6% (48) 868Favorable of Trump 30% (269) 3% (282) % (99) 2% (87) 8% (73) 9Unfavorable of Trump 38% (43) 28% (38) 9% (05) 9% (25) 5% (6) 30Very Favorable of Trump 32% (75) 29% (55) 0% (53) 22% (20) 7% (40) 543Somewhat Favorable of Trump 26% (94) 35% (27) 3% (46) 8% (67) 9% (33) 368Somewhat Unfavorable of Trump 36% (80) 34% (76) 8% (8) 6% (35) 6% (4) 223Very Unfavorable of Trump 39% (35) 27% (242) 0% (87) 20% (79) 5% (47) 907#1 Issue: Economy 39% (228) 30% (78) % (63) 5% (85) 6% (33) 588#1 Issue: Security 28% (8) 28% (22) 2% (50) 23% (00) 9% (39) 430#1 Issue: Health Care 37% (4) 29% () 9% (36) 9% (75) 6% (23) 385#1 Issue: Medicare / Social Security 22% (67) 28% (84) 0% (29) 28% (85) 2% (34) 299#1 Issue: Women’s Issues 43% (52) 25% (30) 8% (0) 6% (20) 8% (0) 22#1 Issue: Education 32% (49) 33% (50) 9% (4) 7% (25) 9% (3) 5#1 Issue: Energy 37% (38) 3% (32) 8% (8) 6% (6) 8% (8) 02#1 Issue: Other 36% (46) 24% (30) 3% (6) 7% (22) 0% (3) 292018 House Vote: Democrat 37% (28) 29% (220) % (83) 20% (55) 4% (3) 7702018 House Vote: Republican 3% (208) 30% (205) % (7) 2% (43) 7% (45) 6722018 House Vote: Someone else 33% (37) 25% (28) 6% (7) 22% (24) 4% (5) 02018 House Vote: Didnt Vote 33% (22) 29% (85) 0% (65) 6% (04) 3% (83) 6502016 Vote: Hillary Clinton 33% (220) 29% (95) % (72) 2% (38) 6% (38) 6632016 Vote: Donald Trump 30% (98) 30% (200) 0% (69) 23% (57) 7% (44) 6682016 Vote: Someone else 35% (69) 28% (55) 8% (5) 22% (43) 7% (4) 962016 Vote: Didnt Vote 37% (25) 28% (87) 0% (68) 3% (90) 2% (78) 675Voted in 2014: Yes 32% (432) 30% (405) % (47) 22% (294) 6% (85) 364Voted in 2014: No 36% (306) 28% (233) 9% (78) 6% (34) % (90) 84



47

Table AVE4_1



Adults 34% (739) 29% (638) 0% (225) 9% (428) 8% (75) 22052012 Vote: Barack Obama 34% (280) 3% (255) 9% (70) 20% (62) 6% (48) 872012 Vote: Mitt Romney 27% (44) 30% (55) 2% (6) 24% (28) 7% (36) 5242012 Vote: Other 29% (30) 28% (29) 2% (2) 23% (24) 8% (9) 032012 Vote: Didn’t Vote 38% (285) 26% (98) % (80) 5% (3) % (8) 7584-Region: Northeast 29% (6) 25% (00) 2% (49) 23% (90) 0% (39) 3944-Region: Midwest 34% (57) 24% (3) % (5) 2% (96) 0% (46) 4634-Region: South 34% (279) 3% (255) 9% (7) 9% (58) 8% (63) 8264-Region: West 36% (86) 33% (70) 0% (54) 6% (85) 5% (26) 52Evangelical 34% (24) 28% (82) 0% (64) 20% (27) 8% (52) 640Non-Evangelical 33% (524) 29% (456) 0% (6) 9% (302) 8% (22) 565TV shows: Every day 39% (428) 30% (324) 9% (97) 8% (96) 5% (5) 095TV shows: Several times per week 32% (73) 32% (70) 9% (49) 20% (08) 7% (36) 536TV shows: About once per week 33% (44) 27% (36) 4% (9) 9% (26) 6% (9) 34TV shows: Several times per month 3% (35) 26% (30) 20% (22) 3% (4) 0% (2) 3TV shows: About once per month 9% (6) 3% (22) 9% (3) 32% (23) 9% (7) 7TV shows: Less often than once per month 22% (22) 29% (29) 0% (0) 24% (24) 4% (4) 00TV shows: Never 9% (30) 7% (27) 9% (4) 24% (38) 30% (47) 56Movies: Every day 54% (245) 26% (7) 6% (28) 9% (42) 5% (22) 455Movies: Several times per week 38% (2) 32% (80) 0% (55) 5% (82) 5% (30) 558Movies: About once per week 32% (5) 32% (7) % (40) 2% (77) 4% (3) 362Movies: Several times per month 29% (8) 34% (96) 2% (34) 9% (53) 6% (7) 28Movies: About once per month 20% (35) 33% (57) 3% (22) 26% (45) 8% (4) 72Movies: Less often than once per month 8% (38) 24% (50) 6% (33) 32% (67) % (22) 2Movies: Never 8% (4) 3% (2) 8% (3) 37% (62) 34% (56) 66


48




Adults 34% (739) 29% (638) 0% (225) 9% (428) 8% (75) 2205Sports: Every day 5% (0) 22% (45) 9% (7) 4% (29) 3% (7) 98Sports: Several times per week 34% (4) 33% (09) 0% (32) 5% (50) 8% (25) 330Sports: About once per week 36% (99) 32% (87) 0% (27) 9% (5) 3% (8) 272Sports: Several times per month 34% (54) 3% (49) 0% (5) 9% (29) 7% () 58Sports: About once per month 3% (46) 3% (47) % (7) 9% (28) 8% (2) 5Sports: Less often than once per month 28% (07) 33% (23) 3% (50) 20% (77) 5% (2) 378Sports: Never 30% (28) 25% (79) 9% (66) 23% (65) 3% (9) 78Cable: I currently subscribe 33% (33) 30% (306) 0% (05) 20% (205) 7% (67) 05Cable: I subscribed in the past 34% (27) 30% (236) % (85) 8% (44) 7% (59) 793Cable: I have never subscribed 34% (37) 24% (96) 9% (36) 20% (80) 2% (49) 397Satellite television: I currently subscribe 38% (87) 24% (9) 7% (35) 2% (02) 0% (49) 492Satellite television: I subscribed in the past 32% (225) 3% (28) 3% (90) 8% (26) 7% (5) 70Satellite television: I have never subscribed 33% (327) 30% (30) 0% (00) 20% (20) 7% (75) 003Streaming service: I currently subscribe 40% (486) 3% (379) 9% (07) 5% (90) 5% (66) 229Streaming service: I subscribed in the past 34% (87) 30% (77) 2% (3) 6% (40) 8% (2) 255Streaming service: I have never subscribed 23% (66) 25% (82) 2% (87) 28% (98) 2% (87) 72Film: An avid fan 52% (40) 27% (207) 7% (55) % (83) 3% (25) 770Film: A casual fan 25% (295) 34% (393) % (32) 22% (258) 7% (84) 6Film: Not a fan 6% (43) 4% (39) 4% (38) 32% (88) 24% (66) 274Television: An avid fan 4% (42) 29% (305) 8% (82) 6% (65) 6% (66) 038Television: A casual fan 27% (275) 3% (309) 2% (20) 23% (233) 7% (69) 006Television: Not a fan 27% (43) 5% (24) 5% (24) 9% (30) 25% (40) 6Music: An avid fan 40% (476) 30% (358) 9% (02) 5% (78) 6% (68) 82Music: A casual fan 26% (24) 29% (268) 2% (08) 24% (220) 8% (76) 92Music: Not a fan 9% (2) % (3) 4% (5) 27% (30) 28% (3) Fashion: An avid fan 4% (37) 3% (02) % (38) 0% (34) 7% (22) 334Fashion: A casual fan 35% (32) 30% (269) 0% (87) 9% (70) 6% (58) 896Fashion: Not a fan 30% (289) 27% (267) 0% (0) 23% (224) 0% (94) 975



49

Table AVE4_1



Adults 34% (739) 29% (638) 0% (225) 9% (428) 8% (75) 2205Sporting events: Every day 5% (0) 22% (45) 9% (7) 4% (29) 3% (7) 98Sporting events: Several times per week 34% (4) 33% (09) 0% (32) 5% (50) 8% (25) 330Sporting events: About once per week 36% (99) 32% (87) 0% (27) 9% (5) 3% (8) 272Sporting events: Several times per month 34% (54) 3% (49) 0% (5) 9% (29) 7% () 58Sporting events: About once per month 3% (46) 3% (47) % (7) 9% (28) 8% (2) 5Sporting events: Less often than once per month 28% (07) 33% (23) 3% (50) 20% (77) 5% (2) 378Sporting events: Never 30% (28) 25% (79) 9% (66) 23% (65) 3% (9) 78Cable television: I currently subscribe 33% (33) 30% (306) 0% (05) 20% (205) 7% (67) 05Cable television: I subscribed in the past 34% (27) 30% (236) % (85) 8% (44) 7% (59) 793Cable television: I have never subscribed 34% (37) 24% (96) 9% (36) 20% (80) 2% (49) 397Satellite television: I currently subscribe 38% (87) 24% (9) 7% (35) 2% (02) 0% (49) 492Satellite television: I subscribed in the past 32% (225) 3% (28) 3% (90) 8% (26) 7% (5) 70Satellite television: I have never subscribed 33% (327) 30% (30) 0% (00) 20% (20) 7% (75) 003Streaming service: I currently subscribe 40% (486) 3% (379) 9% (07) 5% (90) 5% (66) 229Streaming service: I subscribed in the past 34% (87) 30% (77) 2% (3) 6% (40) 8% (2) 255Streaming service: I have never subscribed 23% (66) 25% (82) 2% (87) 28% (98) 2% (87) 72Film: An avid fan 52% (40) 27% (207) 7% (55) % (83) 3% (25) 770Film: A casual fan 25% (295) 34% (393) % (32) 22% (258) 7% (84) 6Film: Not a fan 6% (43) 4% (39) 4% (38) 32% (88) 24% (66) 274Television: An avid fan 4% (42) 29% (305) 8% (82) 6% (65) 6% (66) 038Television: A casual fan 27% (275) 3% (309) 2% (20) 23% (233) 7% (69) 006Television: Not a fan 27% (43) 5% (24) 5% (24) 9% (30) 25% (40) 6Music: An avid fan 40% (476) 30% (358) 9% (02) 5% (78) 6% (68) 82Music: A casual fan 26% (24) 29% (268) 2% (08) 24% (220) 8% (76) 92Music: Not a fan 9% (2) % (3) 4% (5) 27% (30) 28% (3) Fashion: An avid fan 4% (37) 3% (02) % (38) 0% (34) 7% (22) 334Fashion: A casual fan 35% (32) 30% (269) 0% (87) 9% (70) 6% (58) 896Fashion: Not a fan 30% (289) 27% (267) 0% (0) 23% (224) 0% (94) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


50


Table AVE4_2: How much do each of the following impact your decision to see a superhero movie?The actors in the film


Adults 30% (659) 34% (750) 3% (286) 7% (368) 6% (43) 2205Gender: Male 30% (36) 34% (365) 5% (55) 5% (64) 6% (64) 064Gender: Female 30% (343) 34% (385) % (3) 8% (203) 7% (79) 4Age: 18-29 37% (77) 32% (5) 3% (63) % (50) 6% (3) 47Age: 30-44 33% (8) 35% (9) 3% (72) 2% (67) 6% (33) 544Age: 45-54 3% (23) 36% (43) 6% (6) 2% (46) 5% (9) 392Age: 55-64 23% (84) 37% (33) 4% (49) 8% (66) 8% (29) 360Age: 65+ 22% (94) 30% (3) 0% (42) 32% (39) 7% (3) 437Generation Z: 18-21 33% (55) 37% (62) 6% (26) 8% (3) 6% (0) 65Millennial: Age 22-37 38% (239) 30% (88) 3% (85) 2% (78) 7% (45) 635Generation X: Age 38-53 30% (73) 39% (223) 4% (80) 2% (67) 4% (24) 568Boomers: Age 54-72 23% (65) 35% (246) 2% (82) 23% (62) 7% (5) 706PID: Dem (no lean) 33% (235) 35% (25) 3% (94) 5% () 4% (3) 722PID: Ind (no lean) 29% (233) 34% (270) 4% (08) 5% (2) 9% (68) 800PID: Rep (no lean) 28% (9) 33% (228) 2% (84) 20% (36) 6% (44) 682PID/Gender: DemMen 29% (95) 35% (5) 7% (56) 5% (49) 3% (0) 324PID/Gender: DemWomen 35% (4) 34% (37) 9% (38) 6% (62) 5% (2) 398PID/Gender: Ind Men 32% (6) 3% (2) 3% (48) 5% (54) 0% (35) 366PID/Gender: Ind Women 27% (6) 36% (58) 4% (60) 5% (66) 8% (33) 434PID/Gender: Rep Men 28% (05) 37% (38) 4% (5) 6% (6) 5% (9) 374PID/Gender: Rep Women 28% (86) 29% (90) % (33) 24% (75) 8% (25) 308Ideo: Liberal (1-3) 34% (245) 34% (239) 3% (9) 4% (98) 5% (38) 70Ideo: Moderate (4) 29% (35) 33% (52) 6% (7) 8% (82) 4% (8) 459Ideo: Conservative (5-7) 26% (88) 36% (26) % (8) 2% (49) 5% (39) 78Educ: < College 3% (464) 33% (497) 3% (203) 6% (239) 7% (3) 56Educ: Bachelors degree 28% (24) 39% (72) % (49) 8% (8) 4% (9) 445Educ: Post-grad 29% (7) 33% (8) 3% (33) 20% (48) 5% () 245



51

Table AVE4_2



Adults 30% (659) 34% (750) 3% (286) 7% (368) 6% (43) 2205Income: Under 50k 3% (425) 33% (448) 3% (82) 6% (28) 7% (98) 37Income: 50k-100k 28% (60) 37% (207) 3% (7) 8% (0) 4% (25) 565Income: 100k+ 27% (73) 35% (95) 2% (33) 8% (48) 7% (20) 269Ethnicity: White 27% (468) 35% (60) 3% (27) 9% (324) 7% (5) 726Ethnicity: Hispanic 34% (8) 37% (3) 3% (47) 0% (36) 5% (9) 350Ethnicity: Afr. Am. 45% (23) 30% (84) 2% (34) 8% (22) 5% (2) 275Ethnicity: Other 33% (67) 32% (65) 7% (35) % (22) 8% (5) 204Relig: Protestant 26% (24) 33% (56) 3% (63) 2% (97) 6% (30) 47Relig: Roman Catholic 30% (4) 34% (28) 2% (45) 20% (75) 5% (8) 380Relig: Ath./Agn./None 30% (99) 34% (223) 5% (97) 4% (90) 8% (55) 664Relig: Something Else 29% (2) 36% (38) 5% (57) 5% (56) 5% (8) 382Relig: Jewish 9% (0) 40% (2) 9% (5) 25% (3) 7% (4) 53Relig: All Christian 30% (347) 34% (389) % (32) 9% (22) 6% (69) 59Relig: All Non-Christian 30% (3) 34% (36) 5% (54) 4% (46) 7% (74) 046Community: Urban 3% (9) 35% (26) 5% (96) 3% (82) 5% (34) 68Community: Suburban 30% (280) 34% (32) 3% (8) 8% (68) 5% (5) 939Community: Rural 29% (87) 33% (23) % (72) 8% (7) 9% (59) 648Employ: Private Sector 35% (26) 38% (239) 2% (78) 2% (74) 3% (9) 626Employ: Government 29% (45) 37% (58) 4% (22) 4% (22) 6% (9) 56Employ: Self-Employed 35% (72) 36% (75) 7% (35) 9% (8) 4% (8) 209Employ: Homemaker 26% (40) 36% (55) % (7) 22% (33) 5% (8) 53Employ: Student 32% (36) 38% (42) 9% (2) 8% (9) 4% (4) 2Employ: Retired 20% (99) 30% (46) % (53) 30% (45) 8% (4) 483Employ: Unemployed 35% (80) 28% (65) 4% (32) 5% (34) 8% (8) 229Employ: Other 30% (70) 30% (70) 2% (29) 4% (32) 5% (36) 237Military HH: Yes 38% (53) 28% (4) 3% (52) 7% (69) 4% (8) 406Military HH: No 28% (505) 35% (636) 3% (233) 7% (299) 7% (25) 799RD/WT: Right Direction 30% (254) 3% (265) 3% (07) 8% (55) 8% (70) 85RD/WT: Wrong Track 30% (405) 36% (485) 3% (79) 6% (22) 5% (73) 354


52




Adults 30% (659) 34% (750) 3% (286) 7% (368) 6% (43) 2205Trump Job Approve 29% (27) 34% (34) % (04) 8% (68) 7% (67) 924Trump Job Disapprove 32% (36) 35% (396) 4% (55) 6% (84) 4% (44) 40Trump Job Strongly Approve 3% (52) 3% (5) 0% (47) 2% (04) 7% (36) 490Trump Job Somewhat Approve 27% (9) 38% (64) 3% (57) 5% (63) 7% (3) 434Trump Job Somewhat Disapprove 26% (7) 36% (97) 20% (55) 5% (4) 3% (8) 272Trump Job Strongly Disapprove 33% (290) 34% (298) 2% (00) 7% (44) 4% (36) 868Favorable of Trump 28% (25) 35% (39) 2% (08) 8% (66) 7% (67) 9Unfavorable of Trump 3% (353) 36% (408) 3% (47) 6% (79) 4% (43) 30Very Favorable of Trump 30% (63) 32% (7) 0% (57) 2% (2) 7% (40) 543Somewhat Favorable of Trump 24% (87) 40% (48) 4% (5) 5% (54) 7% (27) 368Somewhat Unfavorable of Trump 29% (66) 35% (78) 8% (4) 3% (30) 4% (9) 223Very Unfavorable of Trump 32% (288) 36% (330) 2% (06) 6% (50) 4% (34) 907#1 Issue: Economy 32% (87) 38% (223) 2% (72) 3% (79) 5% (27) 588#1 Issue: Security 26% (2) 32% (40) 3% (58) 20% (84) 9% (37) 430#1 Issue: Health Care 33% (28) 36% (37) 2% (45) 5% (59) 4% (5) 385#1 Issue: Medicare / Social Security 25% (76) 29% (88) 2% (37) 24% (73) 9% (26) 299#1 Issue: Women’s Issues 34% (42) 38% (47) 5% (6) 8% (22) 4% (5) 22#1 Issue: Education 29% (44) 3% (46) 2% (32) % (7) 8% (2) 5#1 Issue: Energy 30% (30) 3% (32) 20% (20) % () 8% (8) 02#1 Issue: Other 32% (4) 29% (37) 2% (5) 8% (23) 0% (3) 292018 House Vote: Democrat 30% (229) 38% (293) 3% (98) 6% (2) 4% (29) 7702018 House Vote: Republican 28% (9) 34% (23) % (74) 20% (35) 6% (4) 6722018 House Vote: Someone else 32% (36) 28% (3) 0% (2) 6% (7) 3% (5) 02018 House Vote: Didnt Vote 3% (203) 30% (95) 6% (02) 4% (93) 9% (57) 6502016 Vote: Hillary Clinton 29% (90) 39% (257) 3% (85) 6% (06) 4% (25) 6632016 Vote: Donald Trump 26% (73) 34% (227) 2% (80) 2% (43) 7% (45) 6682016 Vote: Someone else 32% (63) 33% (65) 0% (20) 7% (34) 7% (4) 962016 Vote: Didnt Vote 34% (230) 30% (20) 5% (0) 3% (85) 9% (57) 675Voted in 2014: Yes 29% (40) 36% (495) 2% (57) 8% (239) 5% (73) 364Voted in 2014: No 3% (258) 30% (255) 5% (29) 5% (29) 8% (70) 84



53

Table AVE4_2



Adults 30% (659) 34% (750) 3% (286) 7% (368) 6% (43) 22052012 Vote: Barack Obama 30% (249) 38% (30) 2% (95) 6% (32) 4% (3) 872012 Vote: Mitt Romney 27% (40) 32% (70) 4% (7) 20% (03) 8% (40) 5242012 Vote: Other 3% (32) 29% (30) 9% (9) 24% (25) 6% (7) 032012 Vote: Didn’t Vote 3% (236) 32% (239) 5% () 4% (06) 9% (66) 7584-Region: Northeast 26% (03) 34% (33) 3% (52) 20% (77) 7% (29) 3944-Region: Midwest 29% (34) 32% (48) 3% (59) 7% (80) 9% (42) 4634-Region: South 34% (278) 32% (26) 2% (96) 7% (42) 6% (49) 8264-Region: West 28% (44) 40% (208) 5% (78) 3% (68) 4% (23) 52Evangelical 33% (208) 34% (22) 0% (6) 7% (06) 7% (43) 640Non-Evangelical 29% (450) 34% (529) 4% (225) 7% (26) 6% (00) 565TV shows: Every day 35% (388) 34% (373) 2% (33) 5% (63) 4% (38) 095TV shows: Several times per week 25% (35) 4% (220) 3% (7) 7% (89) 4% (2) 536TV shows: About once per week 26% (35) 30% (40) 6% (2) 2% (28) 8% () 34TV shows: Several times per month 28% (32) 35% (40) 7% (9) 4% (6) 6% (7) 3TV shows: About once per month 26% (9) 8% (3) 6% () 30% (2) 0% (7) 7TV shows: Less often than once per month 2% (2) 34% (34) 6% (6) 6% (6) 3% (3) 00TV shows: Never 9% (29) 9% (30) 9% (5) 23% (35) 30% (47) 56Movies: Every day 45% (205) 35% (58) 9% (4) 7% (32) 4% (9) 455Movies: Several times per week 34% (92) 36% (202) 2% (69) 4% (76) 3% (8) 558Movies: About once per week 25% (90) 40% (46) 6% (57) 6% (58) 3% () 362Movies: Several times per month 30% (85) 34% (95) 5% (43) 7% (47) 4% () 28Movies: About once per month 2% (37) 4% (7) 9% (5) 2% (36) 7% (2) 72Movies: Less often than once per month 5% (32) 25% (53) 20% (42) 3% (65) 9% (9) 2Movies: Never % (9) 5% (24) % (9) 32% (53) 3% (52) 66


54




Adults 30% (659) 34% (750) 3% (286) 7% (368) 6% (43) 2205Sports: Every day 44% (88) 29% (57) 9% (7) 6% (33) 2% (4) 98Sports: Several times per week 32% (05) 35% (6) 7% (57) 2% (38) 4% (4) 330Sports: About once per week 3% (84) 40% (09) % (29) 4% (38) 4% () 272Sports: Several times per month 30% (48) 37% (58) 0% (6) 7% (27) 6% (9) 58Sports: About once per month 27% (40) 3% (46) 2% (32) 5% (23) 7% (0) 5Sports: Less often than once per month 29% (09) 37% (4) 2% (46) 8% (67) 4% (4) 378Sports: Never 26% (85) 3% (223) 2% (88) 20% (42) % (8) 78Cable: I currently subscribe 3% (36) 34% (340) 3% (35) 7% (74) 5% (50) 05Cable: I subscribed in the past 29% (23) 37% (294) 4% (07) 4% () 6% (50) 793Cable: I have never subscribed 28% (2) 29% (5) % (44) 2% (82) % (43) 397Satellite television: I currently subscribe 37% (80) 27% (35) 8% (4) 9% (9) 9% (45) 492Satellite television: I subscribed in the past 27% (95) 37% (265) 4% (02) 5% (08) 6% (40) 70Satellite television: I have never subscribed 28% (284) 35% (350) 4% (42) 7% (68) 6% (58) 003Streaming service: I currently subscribe 32% (392) 38% (466) 2% (42) 4% (73) 5% (56) 229Streaming service: I subscribed in the past 34% (86) 34% (87) 4% (35) % (28) 7% (9) 255Streaming service: I have never subscribed 25% (8) 27% (97) 5% (08) 23% (66) 0% (69) 72Film: An avid fan 43% (332) 35% (268) 0% (80) 0% (74) 2% (7) 770Film: A casual fan 25% (290) 37% (43) 4% (6) 8% (209) 6% (70) 6Film: Not a fan 3% (37) 9% (5) 6% (45) 3% (84) 2% (56) 274Television: An avid fan 37% (385) 33% (346) % (7) 4% (47) 4% (42) 038Television: A casual fan 24% (24) 37% (372) 4% (42) 9% (88) 6% (63) 006Television: Not a fan 20% (32) 20% (3) 7% (27) 20% (32) 23% (38) 6Music: An avid fan 37% (433) 34% (407) % (29) 3% (56) 5% (57) 82Music: A casual fan 23% (20) 35% (322) 5% (33) 20% (85) 7% (62) 92Music: Not a fan 5% (6) 8% (20) 2% (24) 24% (26) 22% (24) Fashion: An avid fan 43% (44) 29% (96) % (37) 3% (43) 4% (4) 334Fashion: A casual fan 32% (287) 37% (33) 2% (0) 4% (22) 5% (46) 896Fashion: Not a fan 23% (228) 33% (323) 4% (39) 2% (202) 8% (82) 975



55

Table AVE4_2



Adults 30% (659) 34% (750) 3% (286) 7% (368) 6% (43) 2205Sporting events: Every day 44% (88) 29% (57) 9% (7) 6% (33) 2% (4) 98Sporting events: Several times per week 32% (05) 35% (6) 7% (57) 2% (38) 4% (4) 330Sporting events: About once per week 3% (84) 40% (09) % (29) 4% (38) 4% () 272Sporting events: Several times per month 30% (48) 37% (58) 0% (6) 7% (27) 6% (9) 58Sporting events: About once per month 27% (40) 3% (46) 2% (32) 5% (23) 7% (0) 5Sporting events: Less often than once per month 29% (09) 37% (4) 2% (46) 8% (67) 4% (4) 378Sporting events: Never 26% (85) 3% (223) 2% (88) 20% (42) % (8) 78Cable television: I currently subscribe 3% (36) 34% (340) 3% (35) 7% (74) 5% (50) 05Cable television: I subscribed in the past 29% (23) 37% (294) 4% (07) 4% () 6% (50) 793Cable television: I have never subscribed 28% (2) 29% (5) % (44) 2% (82) % (43) 397Satellite television: I currently subscribe 37% (80) 27% (35) 8% (4) 9% (9) 9% (45) 492Satellite television: I subscribed in the past 27% (95) 37% (265) 4% (02) 5% (08) 6% (40) 70Satellite television: I have never subscribed 28% (284) 35% (350) 4% (42) 7% (68) 6% (58) 003Streaming service: I currently subscribe 32% (392) 38% (466) 2% (42) 4% (73) 5% (56) 229Streaming service: I subscribed in the past 34% (86) 34% (87) 4% (35) % (28) 7% (9) 255Streaming service: I have never subscribed 25% (8) 27% (97) 5% (08) 23% (66) 0% (69) 72Film: An avid fan 43% (332) 35% (268) 0% (80) 0% (74) 2% (7) 770Film: A casual fan 25% (290) 37% (43) 4% (6) 8% (209) 6% (70) 6Film: Not a fan 3% (37) 9% (5) 6% (45) 3% (84) 2% (56) 274Television: An avid fan 37% (385) 33% (346) % (7) 4% (47) 4% (42) 038Television: A casual fan 24% (24) 37% (372) 4% (42) 9% (88) 6% (63) 006Television: Not a fan 20% (32) 20% (3) 7% (27) 20% (32) 23% (38) 6Music: An avid fan 37% (433) 34% (407) % (29) 3% (56) 5% (57) 82Music: A casual fan 23% (20) 35% (322) 5% (33) 20% (85) 7% (62) 92Music: Not a fan 5% (6) 8% (20) 2% (24) 24% (26) 22% (24) Fashion: An avid fan 43% (44) 29% (96) % (37) 3% (43) 4% (4) 334Fashion: A casual fan 32% (287) 37% (33) 2% (0) 4% (22) 5% (46) 896Fashion: Not a fan 23% (228) 33% (323) 4% (39) 2% (202) 8% (82) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


56


Table AVE4_3: How much do each of the following impact your decision to see a superhero movie?Critic reviews


Adults 9% (205) 20% (444) 27% (59) 36% (787) 8% (78) 2205Gender: Male % (6) 9% (205) 28% (296) 35% (372) 7% (74) 064Gender: Female 8% (89) 2% (239) 26% (295) 36% (45) 9% (04) 4Age: 18-29 6% (77) 26% (23) 26% (24) 23% (07) 9% (40) 47Age: 30-44 4% (75) 2% (2) 27% (49) 3% (69) 7% (39) 544Age: 45-54 5% (20) 9% (76) 32% (25) 37% (44) 7% (27) 392Age: 55-64 4% (6) 8% (66) 27% (98) 40% (46) 0% (35) 360Age: 65+ 4% (7) 5% (67) 22% (95) 50% (22) 9% (38) 437Generation Z: 18-21 6% (27) 28% (46) 25% (4) 23% (38) 8% (3) 65Millennial: Age 22-37 5% (97) 24% (5) 27% (69) 26% (62) 9% (55) 635Generation X: Age 38-53 8% (46) 8% (0) 33% (86) 36% (205) 5% (3) 568Boomers: Age 54-72 4% (29) 9% (3) 24% (7) 44% (3) 9% (64) 706PID: Dem (no lean) 2% (87) 2% (55) 27% (94) 32% (232) 8% (55) 722PID: Ind (no lean) 9% (70) 20% (60) 27% (28) 35% (283) 9% (70) 800PID: Rep (no lean) 7% (49) 9% (29) 26% (79) 40% (272) 8% (53) 682PID/Gender: DemMen 4% (47) 9% (62) 28% (92) 32% (02) 6% (2) 324PID/Gender: DemWomen 0% (40) 23% (93) 26% (02) 32% (29) 8% (34) 398PID/Gender: Ind Men 9% (3) 2% (77) 26% (96) 36% (3) 8% (30) 366PID/Gender: Ind Women 9% (38) 9% (83) 28% (2) 35% (52) 9% (40) 434PID/Gender: Rep Men 0% (38) 8% (66) 29% (08) 37% (39) 6% (23) 374PID/Gender: Rep Women 3% (0) 20% (63) 23% (7) 43% (33) 0% (30) 308Ideo: Liberal (1-3) 7% (9) 25% (76) 26% (83) 28% (99) 5% (34) 70Ideo: Moderate (4) 7% (3) 8% (8) 30% (39) 38% (77) 7% (32) 459Ideo: Conservative (5-7) 4% (30) 8% (28) 27% (96) 44% (33) 7% (52) 78Educ: < College 8% (23) 20% (302) 27% (406) 36% (539) 0% (46) 56Educ: Bachelors degree 2% (54) 20% (90) 27% (2) 36% (60) 4% (9) 445Educ: Post-grad % (28) 2% (52) 26% (64) 36% (88) 5% (3) 245



57

Table AVE4_3



Adults 9% (205) 20% (444) 27% (59) 36% (787) 8% (78) 2205Income: Under 50k 9% (28) 9% (264) 27% (373) 35% (476) 0% (3) 37Income: 50k-100k 9% (50) 22% (27) 26% (46) 38% (23) 5% (29) 565Income: 100k+ 0% (28) 20% (53) 27% (72) 36% (98) 7% (8) 269Ethnicity: White 8% (39) 9% (323) 27% (458) 39% (668) 8% (38) 726Ethnicity: Hispanic 5% (53) 22% (78) 32% (4) 24% (83) 6% (22) 350Ethnicity: Afr. Am. 8% (50) 25% (68) 27% (75) 22% (59) 8% (23) 275Ethnicity: Other 8% (6) 26% (53) 29% (58) 29% (60) 8% (7) 204Relig: Protestant 7% (34) 8% (83) 26% (22) 4% (95) 8% (38) 47Relig: Roman Catholic 8% (29) 24% (89) 29% () 33% (25) 7% (25) 380Relig: Ath./Agn./None 2% (79) 9% (27) 25% (69) 35% (23) 9% (58) 664Relig: Something Else % (4) 22% (84) 27% (02) 34% (30) 6% (24) 382Relig: Jewish % (6) % (6) 3% (6) 4% (22) 6% (3) 53Relig: All Christian 7% (85) 20% (234) 28% (320) 37% (426) 8% (95) 59Relig: All Non-Christian 2% (2) 20% (2) 26% (27) 35% (36) 8% (83) 046Community: Urban 2% (74) 2% (33) 29% (79) 29% (82) 8% (5) 68Community: Suburban 8% (75) 22% (208) 27% (252) 37% (345) 6% (59) 939Community: Rural 9% (57) 6% (04) 25% (6) 40% (260) 0% (67) 648Employ: Private Sector 2% (75) 23% (43) 29% (83) 3% (93) 5% (33) 626Employ: Government 8% (28) 7% (26) 2% (33) 38% (59) 6% (0) 56Employ: Self-Employed 9% (9) 22% (46) 34% (72) 29% (62) 5% (0) 209Employ: Homemaker % (6) 2% (32) 25% (39) 35% (54) 8% (2) 53Employ: Student 3% (5) 3% (35) 29% (33) 8% (20) 9% (0) 2Employ: Retired 4% (9) 5% (73) 23% (2) 49% (238) 9% (42) 483Employ: Unemployed 6% (4) 23% (53) 26% (60) 35% (8) 9% (2) 229Employ: Other 8% (20) 6% (37) 25% (60) 34% (80) 7% (4) 237Military HH: Yes % (46) 7% (70) 25% (03) 4% (68) 5% (9) 406Military HH: No 9% (60) 2% (374) 27% (488) 34% (68) 9% (59) 799RD/WT: Right Direction 9% (79) 9% (60) 26% (222) 36% (309) 9% (8) 85RD/WT: Wrong Track 9% (27) 2% (284) 27% (369) 35% (478) 7% (97) 354


58




Adults 9% (205) 20% (444) 27% (59) 36% (787) 8% (78) 2205Trump Job Approve 8% (70) 9% (73) 27% (245) 39% (356) 9% (79) 924Trump Job Disapprove % (25) 2% (243) 28% (39) 34% (388) 6% (65) 40Trump Job Strongly Approve 8% (4) 6% (80) 25% (23) 42% (204) 9% (42) 490Trump Job Somewhat Approve 7% (29) 2% (93) 28% (23) 35% (52) 9% (37) 434Trump Job Somewhat Disapprove 8% (22) 22% (6) 32% (89) 33% (90) 4% (2) 272Trump Job Strongly Disapprove 2% (04) 2% (8) 27% (23) 34% (298) 6% (53) 868Favorable of Trump 7% (66) 8% (68) 27% (242) 39% (354) 9% (8) 9Unfavorable of Trump % (22) 22% (25) 28% (32) 34% (386) 5% (60) 30Very Favorable of Trump 8% (44) 6% (87) 27% (44) 4% (220) 9% (47) 543Somewhat Favorable of Trump 6% (22) 22% (8) 27% (98) 36% (34) 9% (33) 368Somewhat Unfavorable of Trump 7% (5) 25% (56) 28% (63) 34% (75) 7% (5) 223Very Unfavorable of Trump 2% (07) 22% (95) 27% (249) 34% (30) 5% (45) 907#1 Issue: Economy 8% (48) 23% (36) 32% (87) 3% (82) 6% (34) 588#1 Issue: Security 5% (23) 7% (7) 26% (2) 42% (83) 9% (4) 430#1 Issue: Health Care 2% (47) 23% (88) 23% (88) 36% (38) 6% (24) 385#1 Issue: Medicare / Social Security 8% (23) 7% (50) 25% (75) 39% (8) % (33) 299#1 Issue: Women’s Issues 3% (6) 9% (24) 29% (35) 32% (39) 6% (7) 22#1 Issue: Education % (6) 23% (35) 26% (39) 32% (48) 9% (4) 5#1 Issue: Energy 20% (20) 7% (8) 2% (2) 30% (30) 2% (2) 02#1 Issue: Other 9% (2) 8% (23) 25% (33) 37% (48) 0% (3) 292018 House Vote: Democrat % (87) 22% (68) 30% (227) 32% (247) 5% (4) 7702018 House Vote: Republican 8% (52) 8% (20) 27% (78) 4% (276) 7% (46) 6722018 House Vote: Someone else 0% () 20% (22) 7% (8) 37% (4) 6% (8) 02018 House Vote: Didnt Vote 9% (56) 2% (34) 26% (67) 34% (22) % (73) 6502016 Vote: Hillary Clinton % (70) 23% (52) 27% (79) 34% (225) 6% (37) 6632016 Vote: Donald Trump 7% (50) 6% (0) 26% (73) 42% (283) 8% (53) 6682016 Vote: Someone else 8% (5) 20% (39) 29% (58) 34% (67) 9% (7) 962016 Vote: Didnt Vote 0% (69) 2% (43) 27% (8) 3% (22) 0% (70) 675Voted in 2014: Yes 9% (26) 20% (273) 28% (38) 36% (497) 6% (86) 364Voted in 2014: No 9% (79) 20% (7) 25% (20) 34% (290) % (9) 84



59

Table AVE4_3



Adults 9% (205) 20% (444) 27% (59) 36% (787) 8% (78) 22052012 Vote: Barack Obama % (90) 22% (80) 27% (29) 34% (280) 6% (48) 872012 Vote: Mitt Romney 6% (29) 8% (94) 27% (44) 4% (23) 8% (44) 5242012 Vote: Other 5% (5) 6% (6) 22% (22) 50% (52) 8% (8) 032012 Vote: Didn’t Vote % (8) 20% (54) 27% (204) 32% (24) 0% (78) 7584-Region: Northeast 9% (36) 25% (97) 25% (99) 33% (29) 8% (33) 3944-Region: Midwest 8% (38) 9% (86) 25% (7) 37% (69) % (53) 4634-Region: South 0% (80) 8% (50) 27% (224) 37% (307) 8% (64) 8264-Region: West 0% (5) 2% () 29% (5) 35% (8) 5% (27) 52Evangelical 8% (50) 9% (24) 28% (82) 35% (226) 9% (57) 640Non-Evangelical 0% (55) 20% (320) 26% (409) 36% (56) 8% (20) 565TV shows: Every day 0% (0) 20% (22) 28% (308) 36% (398) 5% (57) 095TV shows: Several times per week 9% (5) 2% (3) 28% (50) 34% (82) 7% (40) 536TV shows: About once per week % (4) 26% (34) 27% (36) 32% (42) 6% (7) 34TV shows: Several times per month 9% (0) 29% (33) 28% (3) 3% (35) 3% (3) 3TV shows: About once per month 0% (7) % (8) 3% (22) 37% (26) 2% (8) 7TV shows: Less often than once per month 3% (3) 20% (20) 27% (27) 37% (37) 4% (4) 00TV shows: Never 7% (0) 0% (5) % (7) 43% (67) 3% (48) 56Movies: Every day 8% (83) 22% (99) 26% (8) 28% (26) 6% (29) 455Movies: Several times per week 0% (56) 2% (8) 3% (7) 33% (85) 5% (28) 558Movies: About once per week 7% (24) 23% (83) 28% (0) 38% (37) 5% (6) 362Movies: Several times per month 9% (24) 23% (63) 28% (80) 35% (98) 6% (6) 28Movies: About once per month 5% (9) 20% (34) 28% (48) 39% (67) 8% (4) 72Movies: Less often than once per month % (3) 4% (30) 28% (59) 45% (96) % (24) 2Movies: Never 4% (6) 0% (7) 9% (5) 47% (78) 30% (50) 66


60




Adults 9% (205) 20% (444) 27% (59) 36% (787) 8% (78) 2205Sports: Every day 22% (44) 26% (5) 25% (50) 22% (43) 5% (0) 98Sports: Several times per week 2% (4) 26% (85) 24% (79) 33% (08) 5% (7) 330Sports: About once per week 8% (23) 6% (44) 37% (0) 35% (96) 3% (9) 272Sports: Several times per month 9% (4) 9% (30) 34% (53) 33% (5) 6% (0) 58Sports: About once per month 5% (8) 22% (33) 29% (44) 33% (49) % (6) 5Sports: Less often than once per month 8% (3) 22% (82) 3% (6) 34% (29) 5% (9) 378Sports: Never 6% (45) 7% (20) 2% (48) 43% (30) 3% (96) 78Cable: I currently subscribe 0% (98) 20% (206) 28% (285) 35% (355) 7% (72) 05Cable: I subscribed in the past 8% (6) 22% (74) 28% (223) 35% (278) 7% (57) 793Cable: I have never subscribed 2% (47) 6% (65) 2% (83) 39% (54) 2% (49) 397Satellite television: I currently subscribe 4% (67) 9% (92) 23% (4) 35% (75) 9% (45) 492Satellite television: I subscribed in the past 9% (67) 22% (54) 27% (93) 35% (246) 7% (49) 70Satellite television: I have never subscribed 7% (7) 20% (98) 28% (284) 36% (366) 8% (84) 003Streaming service: I currently subscribe % (3) 20% (248) 28% (350) 35% (430) 6% (70) 229Streaming service: I subscribed in the past 9% (23) 26% (65) 28% (7) 29% (73) 9% (23) 255Streaming service: I have never subscribed 7% (5) 8% (30) 24% (70) 39% (284) 2% (85) 72Film: An avid fan 5% (6) 23% (74) 28% (23) 30% (233) 4% (33) 770Film: A casual fan 7% (77) 20% (232) 27% (38) 38% (445) 8% (89) 6Film: Not a fan 4% (2) 4% (38) 22% (60) 40% (08) 20% (56) 274Television: An avid fan 3% (37) 2% (29) 27% (283) 32% (335) 6% (63) 038Television: A casual fan 5% (54) 20% (98) 28% (277) 39% (394) 8% (83) 006Television: Not a fan 9% (5) 7% (27) 9% (3) 36% (57) 9% (3) 6Music: An avid fan 2% (44) 2% (247) 29% (344) 3% (37) 6% (75) 82Music: A casual fan 6% (50) 20% (79) 25% (229) 4% (372) 9% (82) 92Music: Not a fan 0% () 6% (8) 6% (8) 40% (44) 9% (2) Fashion: An avid fan 20% (66) 2% (7) 29% (95) 22% (73) 9% (29) 334Fashion: A casual fan 0% (88) 25% (22) 28% (248) 3% (28) 7% (58) 896Fashion: Not a fan 5% (5) 6% (52) 25% (247) 44% (433) 9% (90) 975



61

Table AVE4_3



Adults 9% (205) 20% (444) 27% (59) 36% (787) 8% (78) 2205Sporting events: Every day 22% (44) 26% (5) 25% (50) 22% (43) 5% (0) 98Sporting events: Several times per week 2% (4) 26% (85) 24% (79) 33% (08) 5% (7) 330Sporting events: About once per week 8% (23) 6% (44) 37% (0) 35% (96) 3% (9) 272Sporting events: Several times per month 9% (4) 9% (30) 34% (53) 33% (5) 6% (0) 58Sporting events: About once per month 5% (8) 22% (33) 29% (44) 33% (49) % (6) 5Sporting events: Less often than once per month 8% (3) 22% (82) 3% (6) 34% (29) 5% (9) 378Sporting events: Never 6% (45) 7% (20) 2% (48) 43% (30) 3% (96) 78Cable television: I currently subscribe 0% (98) 20% (206) 28% (285) 35% (355) 7% (72) 05Cable television: I subscribed in the past 8% (6) 22% (74) 28% (223) 35% (278) 7% (57) 793Cable television: I have never subscribed 2% (47) 6% (65) 2% (83) 39% (54) 2% (49) 397Satellite television: I currently subscribe 4% (67) 9% (92) 23% (4) 35% (75) 9% (45) 492Satellite television: I subscribed in the past 9% (67) 22% (54) 27% (93) 35% (246) 7% (49) 70Satellite television: I have never subscribed 7% (7) 20% (98) 28% (284) 36% (366) 8% (84) 003Streaming service: I currently subscribe % (3) 20% (248) 28% (350) 35% (430) 6% (70) 229Streaming service: I subscribed in the past 9% (23) 26% (65) 28% (7) 29% (73) 9% (23) 255Streaming service: I have never subscribed 7% (5) 8% (30) 24% (70) 39% (284) 2% (85) 72Film: An avid fan 5% (6) 23% (74) 28% (23) 30% (233) 4% (33) 770Film: A casual fan 7% (77) 20% (232) 27% (38) 38% (445) 8% (89) 6Film: Not a fan 4% (2) 4% (38) 22% (60) 40% (08) 20% (56) 274Television: An avid fan 3% (37) 2% (29) 27% (283) 32% (335) 6% (63) 038Television: A casual fan 5% (54) 20% (98) 28% (277) 39% (394) 8% (83) 006Television: Not a fan 9% (5) 7% (27) 9% (3) 36% (57) 9% (3) 6Music: An avid fan 2% (44) 2% (247) 29% (344) 3% (37) 6% (75) 82Music: A casual fan 6% (50) 20% (79) 25% (229) 4% (372) 9% (82) 92Music: Not a fan 0% () 6% (8) 6% (8) 40% (44) 9% (2) Fashion: An avid fan 20% (66) 2% (7) 29% (95) 22% (73) 9% (29) 334Fashion: A casual fan 0% (88) 25% (22) 28% (248) 3% (28) 7% (58) 896Fashion: Not a fan 5% (5) 6% (52) 25% (247) 44% (433) 9% (90) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


62


Table AVE4_4: How much do each of the following impact your decision to see a superhero movie?Movie-goer reviews


Adults 2% (265) 26% (583) 24% (530) 30% (654) 8% (73) 2205Gender: Male 4% (46) 27% (284) 26% (273) 27% (288) 7% (73) 064Gender: Female 0% (9) 26% (300) 22% (256) 32% (365) 9% (0) 4Age: 18-29 22% (04) 28% (34) 23% (09) 9% (89) 8% (36) 47Age: 30-44 7% (94) 27% (45) 25% (33) 24% (3) 7% (40) 544Age: 45-54 8% (33) 26% (02) 30% (8) 28% (09) 8% (32) 392Age: 55-64 5% (7) 29% (06) 22% (78) 36% (30) 8% (30) 360Age: 65+ 4% (8) 22% (96) 2% (92) 45% (95) 8% (36) 437Generation Z: 18-21 23% (38) 28% (47) 25% (4) 7% (28) 7% () 65Millennial: Age 22-37 2% (3) 27% (7) 23% (48) 2% (3) 8% (53) 635Generation X: Age 38-53 % (62) 26% (50) 28% (60) 28% (57) 7% (39) 568Boomers: Age 54-72 5% (32) 27% (90) 22% (58) 38% (268) 8% (58) 706PID: Dem (no lean) 3% (97) 28% (203) 24% (75) 28% (202) 6% (44) 722PID: Ind (no lean) % (85) 24% (92) 26% (205) 29% (234) 0% (84) 800PID: Rep (no lean) 2% (83) 28% (88) 22% (49) 32% (27) 7% (45) 682PID/Gender: DemMen 6% (50) 26% (85) 27% (88) 26% (86) 5% (5) 324PID/Gender: DemWomen 2% (46) 30% (8) 22% (88) 29% (7) 7% (29) 398PID/Gender: Ind Men 0% (37) 23% (85) 28% (03) 27% (99) % (4) 366PID/Gender: Ind Women % (48) 24% (06) 23% (02) 3% (35) 0% (43) 434PID/Gender: Rep Men 6% (58) 30% (3) 22% (82) 28% (03) 4% (7) 374PID/Gender: Rep Women 8% (24) 24% (75) 22% (67) 37% (3) 9% (29) 308Ideo: Liberal (1-3) 7% (22) 30% (25) 23% (64) 24% (7) 5% (39) 70Ideo: Moderate (4) 0% (45) 26% (20) 26% (2) 32% (47) 6% (27) 459Ideo: Conservative (5-7) 8% (56) 26% (86) 24% (73) 36% (259) 6% (44) 78Educ: < College % (6) 26% (389) 24% (369) 30% (454) 9% (42) 56Educ: Bachelors degree 6% (69) 28% (24) 24% (09) 28% (22) 5% (2) 445Educ: Post-grad 4% (34) 29% (70) 2% (52) 32% (77) 4% () 245



63

Table AVE4_4



Adults 2% (265) 26% (583) 24% (530) 30% (654) 8% (73) 2205Income: Under 50k 2% (68) 25% (338) 25% (340) 29% (404) 9% (2) 37Income: 50k-100k % (64) 30% (69) 23% (28) 30% (72) 6% (32) 565Income: 100k+ 2% (33) 29% (77) 23% (62) 29% (77) 8% (20) 269Ethnicity: White % (83) 26% (452) 23% (40) 32% (554) 8% (35) 726Ethnicity: Hispanic 20% (70) 25% (86) 26% (92) 22% (76) 7% (26) 350Ethnicity: Afr. Am. 7% (46) 32% (88) 23% (65) 2% (58) 7% (9) 275Ethnicity: Other 7% (36) 2% (43) 32% (65) 2% (42) 9% (9) 204Relig: Protestant 7% (32) 29% (37) 22% (02) 37% (73) 6% (27) 47Relig: Roman Catholic % (43) 30% (3) 24% (9) 28% (08) 7% (25) 380Relig: Ath./Agn./None 4% (95) 23% (55) 27% (80) 26% (72) 9% (62) 664Relig: Something Else 4% (53) 27% (04) 22% (86) 29% () 7% (27) 382Relig: Jewish 0% (5) 20% () 22% (2) 42% (23) 6% (3) 53Relig: All Christian 0% (7) 28% (324) 23% (265) 32% (37) 7% (84) 59Relig: All Non-Christian 4% (48) 25% (260) 25% (265) 27% (283) 9% (90) 046Community: Urban 6% (00) 27% (65) 2% (28) 28% (74) 8% (52) 68Community: Suburban 2% (5) 29% (268) 24% (230) 28% (266) 6% (59) 939Community: Rural 8% (50) 23% (5) 26% (72) 33% (24) 0% (62) 648Employ: Private Sector 5% (96) 30% (87) 24% (52) 26% (60) 5% (30) 626Employ: Government 5% (24) 3% (48) 8% (29) 29% (45) 7% (0) 56Employ: Self-Employed 3% (27) 3% (64) 35% (73) 7% (35) 5% (0) 209Employ: Homemaker 2% (9) 27% (42) 25% (39) 30% (45) 6% (9) 53Employ: Student 9% (2) 27% (30) 29% (33) 20% (23) 4% (5) 2Employ: Retired 5% (22) 2% (00) 20% (99) 46% (224) 8% (39) 483Employ: Unemployed 2% (26) 28% (64) 27% (63) 23% (53) 0% (22) 229Employ: Other 3% (30) 20% (48) 8% (43) 28% (67) 20% (48) 237Military HH: Yes 2% (5) 28% (2) 26% (05) 30% (20) 5% (9) 406Military HH: No 2% (24) 26% (47) 24% (425) 30% (533) 9% (55) 799RD/WT: Right Direction 3% (0) 24% (207) 25% (209) 30% (252) 9% (74) 85RD/WT: Wrong Track % (55) 28% (376) 24% (32) 30% (402) 7% (00) 354


64




Adults 2% (265) 26% (583) 24% (530) 30% (654) 8% (73) 2205Trump Job Approve 2% (07) 25% (227) 24% (223) 32% (294) 8% (73) 924Trump Job Disapprove 2% (39) 29% (332) 25% (287) 28% (322) 5% (60) 40Trump Job Strongly Approve 3% (65) 23% (2) 2% (0) 36% (74) 8% (38) 490Trump Job Somewhat Approve 0% (42) 26% (4) 28% (23) 28% (20) 8% (35) 434Trump Job Somewhat Disapprove % (30) 33% (9) 27% (74) 26% (70) 3% (8) 272Trump Job Strongly Disapprove 3% (09) 28% (24) 25% (23) 29% (252) 6% (52) 868Favorable of Trump 2% (06) 24% (29) 24% (22) 32% (294) 8% (7) 9Unfavorable of Trump 2% (37) 30% (333) 25% (28) 28% (35) 6% (64) 30Very Favorable of Trump 3% (68) 23% (23) 22% (22) 35% (88) 8% (42) 543Somewhat Favorable of Trump 0% (38) 26% (95) 27% (99) 29% (06) 8% (30) 368Somewhat Unfavorable of Trump 7% (6) 33% (74) 29% (64) 25% (56) 6% (3) 223Very Unfavorable of Trump 3% (2) 29% (259) 24% (27) 29% (259) 6% (5) 907#1 Issue: Economy 3% (79) 27% (6) 30% (74) 25% (44) 5% (30) 588#1 Issue: Security 8% (36) 26% (2) 23% (99) 35% (49) 8% (35) 430#1 Issue: Health Care 5% (57) 28% (09) 2% (80) 3% (2) 5% (8) 385#1 Issue: Medicare / Social Security 7% (2) 24% (7) 9% (58) 37% (2) 3% (38) 299#1 Issue: Women’s Issues 5% (8) 26% (32) 27% (32) 27% (32) 6% (7) 22#1 Issue: Education 6% (24) 29% (44) 2% (3) 2% (32) 4% (20) 5#1 Issue: Energy 2% (2) 23% (24) 3% (3) 23% (23) % (2) 02#1 Issue: Other 5% (9) 24% (3) 9% (25) 32% (4) 0% (3) 292018 House Vote: Democrat 2% (96) 29% (22) 25% (96) 28% (25) 5% (4) 7702018 House Vote: Republican 2% (80) 26% (75) 23% (5) 34% (228) 6% (38) 6722018 House Vote: Someone else 7% (8) 3% (34) 6% (7) 30% (33) 6% (8) 02018 House Vote: Didnt Vote 2% (8) 24% (54) 25% (65) 27% (75) 2% (76) 6502016 Vote: Hillary Clinton 2% (8) 29% (93) 25% (66) 28% (88) 5% (35) 6632016 Vote: Donald Trump 0% (70) 25% (68) 23% (50) 36% (238) 6% (42) 6682016 Vote: Someone else 8% (5) 27% (52) 28% (54) 29% (56) 9% (9) 962016 Vote: Didnt Vote 4% (97) 25% (70) 24% (59) 25% (72) 2% (78) 675Voted in 2014: Yes % (44) 29% (392) 24% (326) 3% (425) 6% (77) 364Voted in 2014: No 4% (2) 23% (92) 24% (204) 27% (229) % (96) 84



65

Table AVE4_4



Adults 2% (265) 26% (583) 24% (530) 30% (654) 8% (73) 22052012 Vote: Barack Obama 2% (98) 30% (242) 23% (89) 30% (24) 6% (45) 872012 Vote: Mitt Romney 0% (52) 27% (4) 22% (5) 34% (79) 7% (37) 5242012 Vote: Other 6% (7) 8% (8) 27% (28) 40% (42) 9% (9) 032012 Vote: Didn’t Vote 4% (08) 24% (80) 26% (97) 25% (90) % (82) 7584-Region: Northeast 9% (36) 28% (2) 22% (87) 3% (22) 0% (39) 3944-Region: Midwest % (5) 24% (0) 24% () 30% (38) 2% (54) 4634-Region: South 2% (00) 26% (28) 24% (97) 3% (252) 7% (60) 8264-Region: West 5% (78) 28% (44) 26% (36) 27% (42) 4% (2) 52Evangelical % (70) 28% (76) 22% (44) 3% (200) 8% (50) 640Non-Evangelical 2% (95) 26% (407) 25% (386) 29% (454) 8% (23) 565TV shows: Every day 3% (45) 27% (299) 26% (283) 29% (38) 5% (50) 095TV shows: Several times per week % (6) 30% (59) 23% (23) 30% (59) 6% (34) 536TV shows: About once per week 5% (20) 23% (30) 28% (38) 30% (40) 4% (6) 34TV shows: Several times per month 9% (0) 33% (38) 25% (28) 26% (30) 7% (8) 3TV shows: About once per month 3% (9) 2% (5) 22% (6) 32% (23) 3% (9) 7TV shows: Less often than once per month 8% (8) 27% (27) 23% (23) 26% (26) 5% (5) 00TV shows: Never 8% (2) 0% (6) 2% (8) 37% (58) 33% (5) 56Movies: Every day 2% (96) 28% (28) 24% (09) 2% (97) 5% (24) 455Movies: Several times per week 2% (70) 30% (66) 30% (66) 24% (32) 4% (25) 558Movies: About once per week 3% (48) 29% (07) 23% (8) 3% (3) 3% (2) 362Movies: Several times per month 0% (28) 29% (8) 22% (6) 34% (95) 5% (5) 28Movies: About once per month 5% (9) 25% (44) 27% (47) 33% (57) 9% (6) 72Movies: Less often than once per month 4% (8) 2% (44) 23% (48) 44% (92) 9% (9) 2Movies: Never 3% (6) 8% (4) 0% (7) 4% (68) 37% (62) 66


66




Adults 2% (265) 26% (583) 24% (530) 30% (654) 8% (73) 2205Sports: Every day 29% (57) 29% (57) 9% (38) 2% (4) 3% (5) 98Sports: Several times per week 6% (52) 29% (95) 27% (90) 23% (76) 5% (6) 330Sports: About once per week 9% (25) 3% (83) 24% (66) 3% (84) 6% (5) 272Sports: Several times per month 4% (2) 29% (46) 23% (37) 29% (45) 5% (8) 58Sports: About once per month 7% (0) 33% (50) 29% (43) 26% (38) 6% (9) 5Sports: Less often than once per month 0% (39) 28% (06) 26% (00) 3% (6) 4% (7) 378Sports: Never 8% (60) 20% (46) 22% (56) 35% (253) 4% (03) 78Cable: I currently subscribe 2% (23) 26% (263) 24% (247) 32% (320) 6% (62) 05Cable: I subscribed in the past % (88) 28% (225) 26% (206) 26% (209) 8% (65) 793Cable: I have never subscribed 3% (54) 24% (96) 9% (76) 3% (25) 2% (46) 397Satellite television: I currently subscribe 20% (97) 22% (0) 20% (0) 28% (38) 9% (46) 492Satellite television: I subscribed in the past % (75) 28% (98) 26% (84) 28% (202) 7% (5) 70Satellite television: I have never subscribed 9% (93) 27% (275) 24% (245) 3% (34) 8% (76) 003Streaming service: I currently subscribe 5% (8) 28% (345) 25% (302) 27% (332) 6% (70) 229Streaming service: I subscribed in the past 2% (3) 28% (72) 27% (68) 24% (6) 9% (22) 255Streaming service: I have never subscribed 7% (53) 23% (66) 22% (59) 36% (26) % (82) 72Film: An avid fan 20% (56) 30% (228) 23% (80) 23% (78) 4% (28) 770Film: A casual fan 8% (94) 28% (324) 25% (292) 32% (369) 7% (8) 6Film: Not a fan 5% (4) % (3) 2% (58) 39% (06) 23% (64) 274Television: An avid fan 5% (55) 28% (289) 24% (250) 27% (284) 6% (6) 038Television: A casual fan 9% (93) 26% (264) 25% (25) 32% (324) 7% (73) 006Television: Not a fan 0% (7) 9% (3) 8% (29) 28% (46) 24% (39) 6Music: An avid fan 6% (88) 29% (342) 24% (282) 26% (302) 6% (68) 82Music: A casual fan 7% (67) 25% (228) 25% (227) 34% (32) 9% (78) 92Music: Not a fan 9% (0) 3% (4) 8% (20) 36% (39) 25% (28) Fashion: An avid fan 24% (79) 30% (0) 9% (63) 20% (66) 7% (25) 334Fashion: A casual fan 3% (2) 30% (268) 25% (228) 26% (230) 6% (58) 896Fashion: Not a fan 8% (73) 22% (24) 25% (239) 37% (358) 9% (9) 975



67

Table AVE4_4



Adults 2% (265) 26% (583) 24% (530) 30% (654) 8% (73) 2205Sporting events: Every day 29% (57) 29% (57) 9% (38) 2% (4) 3% (5) 98Sporting events: Several times per week 6% (52) 29% (95) 27% (90) 23% (76) 5% (6) 330Sporting events: About once per week 9% (25) 3% (83) 24% (66) 3% (84) 6% (5) 272Sporting events: Several times per month 4% (2) 29% (46) 23% (37) 29% (45) 5% (8) 58Sporting events: About once per month 7% (0) 33% (50) 29% (43) 26% (38) 6% (9) 5Sporting events: Less often than once per month 0% (39) 28% (06) 26% (00) 3% (6) 4% (7) 378Sporting events: Never 8% (60) 20% (46) 22% (56) 35% (253) 4% (03) 78Cable television: I currently subscribe 2% (23) 26% (263) 24% (247) 32% (320) 6% (62) 05Cable television: I subscribed in the past % (88) 28% (225) 26% (206) 26% (209) 8% (65) 793Cable television: I have never subscribed 3% (54) 24% (96) 9% (76) 3% (25) 2% (46) 397Satellite television: I currently subscribe 20% (97) 22% (0) 20% (0) 28% (38) 9% (46) 492Satellite television: I subscribed in the past % (75) 28% (98) 26% (84) 28% (202) 7% (5) 70Satellite television: I have never subscribed 9% (93) 27% (275) 24% (245) 3% (34) 8% (76) 003Streaming service: I currently subscribe 5% (8) 28% (345) 25% (302) 27% (332) 6% (70) 229Streaming service: I subscribed in the past 2% (3) 28% (72) 27% (68) 24% (6) 9% (22) 255Streaming service: I have never subscribed 7% (53) 23% (66) 22% (59) 36% (26) % (82) 72Film: An avid fan 20% (56) 30% (228) 23% (80) 23% (78) 4% (28) 770Film: A casual fan 8% (94) 28% (324) 25% (292) 32% (369) 7% (8) 6Film: Not a fan 5% (4) % (3) 2% (58) 39% (06) 23% (64) 274Television: An avid fan 5% (55) 28% (289) 24% (250) 27% (284) 6% (6) 038Television: A casual fan 9% (93) 26% (264) 25% (25) 32% (324) 7% (73) 006Television: Not a fan 0% (7) 9% (3) 8% (29) 28% (46) 24% (39) 6Music: An avid fan 6% (88) 29% (342) 24% (282) 26% (302) 6% (68) 82Music: A casual fan 7% (67) 25% (228) 25% (227) 34% (32) 9% (78) 92Music: Not a fan 9% (0) 3% (4) 8% (20) 36% (39) 25% (28) Fashion: An avid fan 24% (79) 30% (0) 9% (63) 20% (66) 7% (25) 334Fashion: A casual fan 3% (2) 30% (268) 25% (228) 26% (230) 6% (58) 896Fashion: Not a fan 8% (73) 22% (24) 25% (239) 37% (358) 9% (9) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


68


Table AVE4_5: How much do each of the following impact your decision to see a superhero movie?Friend and family recommendations


Adults 25% (545) 35% (777) 5% (333) 8% (406) 7% (45) 2205Gender: Male 25% (267) 35% (369) 6% (75) 8% (88) 6% (65) 064Gender: Female 24% (278) 36% (408) 4% (57) 9% (28) 7% (79) 4Age: 18-29 34% (62) 32% (48) 5% (70) % (54) 8% (36) 47Age: 30-44 32% (77) 35% (88) 4% (74) 3% (73) 6% (32) 544Age: 45-54 2% (82) 39% (52) 7% (68) 7% (66) 6% (23) 392Age: 55-64 9% (67) 39% (42) 3% (49) 22% (78) 7% (24) 360Age: 65+ 3% (57) 33% (46) 6% (72) 3% (34) 7% (29) 437Generation Z: 18-21 33% (54) 37% (6) % (9) % (8) 7% (2) 65Millennial: Age 22-37 35% (225) 30% (92) 4% (89) 3% (8) 8% (48) 635Generation X: Age 38-53 24% (38) 38% (24) 8% (0) 5% (86) 5% (29) 568Boomers: Age 54-72 6% (5) 38% (268) 5% (04) 25% (75) 6% (45) 706PID: Dem (no lean) 24% (77) 37% (267) 5% (05) 9% (40) 5% (34) 722PID: Ind (no lean) 25% (97) 34% (274) 6% (29) 6% (26) 9% (75) 800PID: Rep (no lean) 25% (7) 35% (236) 4% (98) 2% (40) 5% (36) 682PID/Gender: DemMen 24% (79) 33% (09) 8% (58) 2% (69) 3% (0) 324PID/Gender: DemWomen 24% (97) 40% (58) 2% (48) 8% (7) 6% (24) 398PID/Gender: Ind Men 23% (83) 34% (26) 7% (63) 5% (54) % (40) 366PID/Gender: Ind Women 26% (4) 34% (48) 5% (66) 6% (7) 8% (35) 434PID/Gender: Rep Men 28% (04) 36% (35) 5% (55) 7% (64) 4% (6) 374PID/Gender: Rep Women 22% (67) 33% (0) 4% (44) 25% (76) 7% (2) 308Ideo: Liberal (1-3) 30% (22) 34% (239) 5% (05) 6% (2) 6% (43) 70Ideo: Moderate (4) 22% (99) 39% (79) 5% (69) 9% (88) 5% (24) 459Ideo: Conservative (5-7) 22% (55) 36% (255) 6% (7) 22% (59) 4% (32) 78Educ: < College 23% (353) 36% (539) 5% (226) 8% (279) 8% (9) 56Educ: Bachelors degree 27% (2) 35% (56) 6% (7) 8% (82) 4% (6) 445Educ: Post-grad 29% (7) 34% (82) 5% (36) 9% (46) 4% (0) 245



69

Table AVE4_5



Adults 25% (545) 35% (777) 5% (333) 8% (406) 7% (45) 2205Income: Under 50k 24% (323) 35% (485) 6% (226) 8% (240) 7% (97) 37Income: 50k-100k 27% (52) 35% (99) 2% (67) 2% (8) 5% (29) 565Income: 100k+ 26% (70) 35% (93) 5% (40) 8% (47) 7% (9) 269Ethnicity: White 23% (40) 35% (596) 5% (266) 20% (348) 7% (5) 726Ethnicity: Hispanic 3% (08) 36% (28) 2% (4) 4% (50) 7% (23) 350Ethnicity: Afr. Am. 30% (8) 38% (04) 3% (36) 4% (37) 6% (6) 275Ethnicity: Other 3% (63) 38% (77) 5% (30) 0% (2) 7% (4) 204Relig: Protestant 22% (0) 37% (76) 5% (72) 2% (98) 5% (24) 47Relig: Roman Catholic 24% (89) 34% (30) 7% (63) 2% (78) 5% (9) 380Relig: Ath./Agn./None 27% (77) 32% (2) 6% (04) 8% (20) 8% (53) 664Relig: Something Else 24% (93) 37% (40) 5% (57) 8% (68) 6% (24) 382Relig: Jewish 9% (0) 29% (5) 0% (5) 36% (20) 6% (3) 53Relig: All Christian 24% (275) 37% (426) 5% (72) 9% (28) 6% (68) 59Relig: All Non-Christian 26% (270) 34% (35) 5% (6) 8% (88) 7% (77) 046Community: Urban 25% (58) 34% (23) 5% (9) 8% (3) 7% (45) 68Community: Suburban 26% (246) 35% (326) 6% (46) 8% (68) 6% (53) 939Community: Rural 22% (4) 37% (238) 5% (96) 9% (25) 7% (47) 648Employ: Private Sector 3% (94) 38% (240) 2% (77) 5% (93) 3% (22) 626Employ: Government 35% (54) 30% (46) 3% (20) 7% (27) 6% (9) 56Employ: Self-Employed 30% (62) 35% (74) 7% (35) 4% (29) 5% (0) 209Employ: Homemaker 27% (4) 39% (60) 0% (6) 8% (28) 5% (8) 53Employ: Student 25% (28) 35% (39) 22% (24) 2% (4) 6% (7) 2Employ: Retired 4% (67) 33% (58) 6% (76) 3% (49) 7% (33) 483Employ: Unemployed 20% (46) 38% (86) 22% (50) 3% (29) 8% (8) 229Employ: Other 22% (53) 3% (74) 5% (35) 6% (37) 6% (39) 237Military HH: Yes 29% (7) 33% (33) 4% (56) 2% (87) 3% (4) 406Military HH: No 24% (428) 36% (644) 5% (277) 8% (39) 7% (3) 799RD/WT: Right Direction 26% (29) 33% (282) 6% (33) 8% (54) 7% (63) 85RD/WT: Wrong Track 24% (326) 37% (495) 5% (200) 9% (252) 6% (8) 354


70




Adults 25% (545) 35% (777) 5% (333) 8% (406) 7% (45) 2205Trump Job Approve 26% (238) 34% (33) 5% (36) 9% (77) 6% (60) 924Trump Job Disapprove 24% (276) 38% (428) 6% (80) 8% (207) 4% (50) 40Trump Job Strongly Approve 27% (34) 30% (45) 6% (78) 2% (04) 6% (29) 490Trump Job Somewhat Approve 24% (04) 39% (68) 3% (58) 7% (74) 7% (30) 434Trump Job Somewhat Disapprove 22% (6) 48% (30) 4% (38) 2% (32) 4% (2) 272Trump Job Strongly Disapprove 25% (26) 34% (298) 6% (4) 20% (74) 4% (38) 868Favorable of Trump 26% (233) 34% (30) 5% (4) 8% (68) 7% (6) 9Unfavorable of Trump 24% (273) 38% (43) 4% (63) 9% (23) 4% (50) 30Very Favorable of Trump 27% (45) 29% (55) 8% (97) 2% (2) 6% (34) 543Somewhat Favorable of Trump 24% (87) 42% (54) 2% (44) 5% (56) 7% (27) 368Somewhat Unfavorable of Trump 7% (37) 49% (0) 5% (33) 4% (3) 5% (2) 223Very Unfavorable of Trump 26% (236) 35% (32) 4% (30) 20% (8) 4% (38) 907#1 Issue: Economy 26% (53) 40% (233) 6% (93) 4% (83) 4% (25) 588#1 Issue: Security 23% (0) 3% (35) 8% (78) 2% (90) 6% (25) 430#1 Issue: Health Care 25% (96) 37% (44) 3% (5) 20% (76) 5% (7) 385#1 Issue: Medicare / Social Security 6% (49) 34% (03) 4% (43) 24% (73) 0% (3) 299#1 Issue: Women’s Issues 23% (28) 40% (49) % (3) 9% (23) 7% (8) 22#1 Issue: Education 30% (45) 30% (45) 7% (25) 4% (2) 0% (4) 5#1 Issue: Energy 34% (34) 27% (27) 2% (2) 7% (7) % () 02#1 Issue: Other 30% (39) 3% (40) 2% (6) 7% (22) 0% (2) 292018 House Vote: Democrat 25% (94) 37% (287) 6% (23) 7% (34) 4% (3) 7702018 House Vote: Republican 25% (69) 36% (239) 5% (98) 9% (3) 5% (35) 6722018 House Vote: Someone else 29% (32) 26% (29) 4% (5) 9% (2) 2% (3) 02018 House Vote: Didnt Vote 23% (50) 34% (220) 5% (96) 8% (9) 0% (65) 6502016 Vote: Hillary Clinton 22% (45) 39% (259) 6% (08) 9% (28) 4% (23) 6632016 Vote: Donald Trump 24% (58) 35% (232) 4% (96) 2% (44) 6% (40) 6682016 Vote: Someone else 27% (54) 3% (6) 20% (39) 5% (29) 7% (4) 962016 Vote: Didnt Vote 28% (86) 33% (226) 3% (9) 6% (05) 0% (67) 675Voted in 2014: Yes 24% (328) 37% (504) 5% (20) 9% (263) 4% (59) 364Voted in 2014: No 26% (27) 32% (273) 5% (22) 7% (43) 0% (85) 84



71

Table AVE4_5



Adults 25% (545) 35% (777) 5% (333) 8% (406) 7% (45) 22052012 Vote: Barack Obama 24% (95) 37% (306) 6% (33) 9% (52) 4% (32) 872012 Vote: Mitt Romney 25% (32) 32% (66) 5% (77) 2% (2) 7% (36) 5242012 Vote: Other 7% (8) 38% (40) 7% (7) 22% (23) 6% (6) 032012 Vote: Didn’t Vote 26% (200) 35% (264) 4% (04) 6% (8) 9% (7) 7584-Region: Northeast 20% (78) 32% (24) 8% (69) 23% (89) 9% (34) 3944-Region: Midwest 24% (0) 35% (6) 4% (63) 9% (86) 9% (44) 4634-Region: South 23% (9) 37% (307) 5% (23) 9% (57) 6% (49) 8264-Region: West 32% (67) 35% (84) 5% (78) 4% (74) 4% (9) 52Evangelical 26% (67) 38% (246) 3% (8) 6% (05) 6% (40) 640Non-Evangelical 24% (377) 34% (53) 6% (252) 9% (300) 7% (05) 565TV shows: Every day 28% (302) 36% (397) 5% (64) 7% (90) 4% (42) 095TV shows: Several times per week 25% (3) 37% (98) 6% (85) 9% (99) 4% (22) 536TV shows: About once per week 26% (35) 34% (46) 4% (9) 20% (26) 6% (8) 34TV shows: Several times per month 28% (32) 33% (37) 9% (22) 3% (4) 7% (8) 3TV shows: About once per month 25% (8) 25% (8) 5% () 24% (7) 0% (7) 7TV shows: Less often than once per month 5% (5) 39% (39) 7% (7) 6% (6) 2% (2) 00TV shows: Never 7% () 27% (42) 9% (4) 27% (42) 30% (46) 56Movies: Every day 34% (54) 33% (52) 6% (7) 3% (58) 4% (20) 455Movies: Several times per week 30% (65) 4% (230) 2% (66) 4% (80) 3% (7) 558Movies: About once per week 25% (89) 38% (37) 7% (63) 8% (64) 3% (0) 362Movies: Several times per month 25% (7) 38% (07) 7% (47) 6% (45) 4% (2) 28Movies: About once per month 23% (39) 35% (60) 2% (20) 22% (39) 9% (5) 72Movies: Less often than once per month 0% (22) 29% (60) 23% (49) 30% (63) 8% (7) 2Movies: Never 4% (6) 9% (3) 0% (7) 35% (58) 33% (54) 66


72




Adults 25% (545) 35% (777) 5% (333) 8% (406) 7% (45) 2205Sports: Every day 4% (8) 30% (59) 2% (24) 4% (28) 3% (6) 98Sports: Several times per week 28% (92) 43% (42) 2% (38) 4% (46) 3% () 330Sports: About once per week 20% (55) 4% (2) 6% (43) 9% (53) 3% (9) 272Sports: Several times per month 23% (37) 37% (58) 20% (3) 5% (24) 5% (8) 58Sports: About once per month 23% (35) 35% (53) 2% (3) 5% (23) 6% (9) 5Sports: Less often than once per month 24% (9) 39% (47) 3% (49) 20% (74) 4% (7) 378Sports: Never 22% (55) 29% (207) 6% (5) 22% (57) 2% (85) 78Cable: I currently subscribe 24% (247) 36% (362) 5% (57) 20% (99) 5% (50) 05Cable: I subscribed in the past 24% (93) 37% (296) 6% (24) 6% (25) 7% (55) 793Cable: I have never subscribed 26% (05) 30% (9) 3% (5) 2% (82) 0% (40) 397Satellite television: I currently subscribe 29% (42) 32% (56) 3% (63) 8% (9) 8% (4) 492Satellite television: I subscribed in the past 23% (66) 39% (277) 6% (5) 6% (2) 6% (40) 70Satellite television: I have never subscribed 24% (237) 34% (344) 5% (55) 20% (203) 6% (64) 003Streaming service: I currently subscribe 30% (364) 35% (434) 4% (68) 6% (20) 5% (62) 229Streaming service: I subscribed in the past 2% (53) 36% (92) 22% (55) 4% (36) 7% (8) 255Streaming service: I have never subscribed 8% (28) 35% (250) 5% (0) 23% (68) 9% (65) 72Film: An avid fan 33% (253) 37% (283) 5% (5) 3% (99) 3% (20) 770Film: A casual fan 22% (257) 38% (436) 4% (67) 20% (232) 6% (7) 6Film: Not a fan 3% (35) 2% (58) 8% (5) 28% (76) 20% (54) 274Television: An avid fan 28% (293) 37% (380) 4% (42) 7% (76) 4% (46) 038Television: A casual fan 22% (28) 36% (362) 7% (69) 20% (97) 6% (60) 006Television: Not a fan 2% (33) 22% (35) 3% (2) 20% (33) 24% (39) 6Music: An avid fan 29% (343) 37% (442) 4% (64) 5% (8) 4% (53) 82Music: A casual fan 20% (82) 35% (36) 7% (52) 22% (98) 7% (64) 92Music: Not a fan 8% (20) 7% (9) 5% (7) 24% (27) 25% (28) Fashion: An avid fan 35% (7) 37% (25) 2% (40) 0% (33) 6% (9) 334Fashion: A casual fan 25% (228) 39% (345) 4% (23) 7% (56) 5% (44) 896Fashion: Not a fan 2% (200) 3% (307) 7% (70) 22% (27) 8% (8) 975



73

Table AVE4_5



Adults 25% (545) 35% (777) 5% (333) 8% (406) 7% (45) 2205Sporting events: Every day 4% (8) 30% (59) 2% (24) 4% (28) 3% (6) 98Sporting events: Several times per week 28% (92) 43% (42) 2% (38) 4% (46) 3% () 330Sporting events: About once per week 20% (55) 4% (2) 6% (43) 9% (53) 3% (9) 272Sporting events: Several times per month 23% (37) 37% (58) 20% (3) 5% (24) 5% (8) 58Sporting events: About once per month 23% (35) 35% (53) 2% (3) 5% (23) 6% (9) 5Sporting events: Less often than once per month 24% (9) 39% (47) 3% (49) 20% (74) 4% (7) 378Sporting events: Never 22% (55) 29% (207) 6% (5) 22% (57) 2% (85) 78Cable television: I currently subscribe 24% (247) 36% (362) 5% (57) 20% (99) 5% (50) 05Cable television: I subscribed in the past 24% (93) 37% (296) 6% (24) 6% (25) 7% (55) 793Cable television: I have never subscribed 26% (05) 30% (9) 3% (5) 2% (82) 0% (40) 397Satellite television: I currently subscribe 29% (42) 32% (56) 3% (63) 8% (9) 8% (4) 492Satellite television: I subscribed in the past 23% (66) 39% (277) 6% (5) 6% (2) 6% (40) 70Satellite television: I have never subscribed 24% (237) 34% (344) 5% (55) 20% (203) 6% (64) 003Streaming service: I currently subscribe 30% (364) 35% (434) 4% (68) 6% (20) 5% (62) 229Streaming service: I subscribed in the past 2% (53) 36% (92) 22% (55) 4% (36) 7% (8) 255Streaming service: I have never subscribed 8% (28) 35% (250) 5% (0) 23% (68) 9% (65) 72Film: An avid fan 33% (253) 37% (283) 5% (5) 3% (99) 3% (20) 770Film: A casual fan 22% (257) 38% (436) 4% (67) 20% (232) 6% (7) 6Film: Not a fan 3% (35) 2% (58) 8% (5) 28% (76) 20% (54) 274Television: An avid fan 28% (293) 37% (380) 4% (42) 7% (76) 4% (46) 038Television: A casual fan 22% (28) 36% (362) 7% (69) 20% (97) 6% (60) 006Television: Not a fan 2% (33) 22% (35) 3% (2) 20% (33) 24% (39) 6Music: An avid fan 29% (343) 37% (442) 4% (64) 5% (8) 4% (53) 82Music: A casual fan 20% (82) 35% (36) 7% (52) 22% (98) 7% (64) 92Music: Not a fan 8% (20) 7% (9) 5% (7) 24% (27) 25% (28) Fashion: An avid fan 35% (7) 37% (25) 2% (40) 0% (33) 6% (9) 334Fashion: A casual fan 25% (228) 39% (345) 4% (23) 7% (56) 5% (44) 896Fashion: Not a fan 2% (200) 3% (307) 7% (70) 22% (27) 8% (8) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


74


Table AVE4_6: How much do each of the following impact your decision to see a superhero movie?The quality of the trailer


Adults 28% (69) 30% (659) 4% (39) 20% (447) 7% (60) 2205Gender: Male 3% (326) 28% (295) 6% (70) 9% (20) 7% (7) 064Gender: Female 26% (293) 32% (364) 3% (49) 22% (247) 8% (89) 4Age: 18-29 45% (20) 28% (3) % (53) 9% (42) 8% (35) 47Age: 30-44 39% (20) 33% (78) % (60) 2% (63) 6% (33) 544Age: 45-54 23% (9) 33% (30) 9% (75) 7% (68) 7% (28) 392Age: 55-64 8% (64) 29% (05) 6% (59) 28% (02) 8% (30) 360Age: 65+ 0% (45) 26% (6) 6% (7) 39% (72) 8% (34) 437Generation Z: 18-21 45% (75) 26% (42) 4% (23) 8% (4) 7% () 65Millennial: Age 22-37 42% (266) 29% (8) % (72) % (68) 8% (48) 635Generation X: Age 38-53 29% (65) 36% (203) 5% (85) 4% (82) 6% (33) 568Boomers: Age 54-72 4% (0) 29% (203) 8% (25) 32% (223) 8% (54) 706PID: Dem (no lean) 30% (23) 3% (223) 4% (04) 20% (43) 5% (39) 722PID: Ind (no lean) 28% (223) 29% (233) 5% (9) 9% (49) 0% (76) 800PID: Rep (no lean) 27% (83) 30% (204) 4% (96) 23% (55) 7% (45) 682PID/Gender: DemMen 33% (06) 27% (87) 8% (57) 8% (58) 5% (6) 324PID/Gender: DemWomen 27% (07) 34% (36) 2% (47) 2% (85) 6% (23) 398PID/Gender: Ind Men 29% (05) 28% (04) 5% (56) 8% (65) 0% (36) 366PID/Gender: Ind Women 27% (8) 30% (29) 5% (63) 9% (84) 9% (4) 434PID/Gender: Rep Men 3% (5) 28% (05) 5% (57) 2% (77) 5% (20) 374PID/Gender: Rep Women 22% (68) 32% (99) 3% (39) 25% (78) 8% (25) 308Ideo: Liberal (1-3) 34% (239) 3% (220) 4% (02) 6% (5) 5% (34) 70Ideo: Moderate (4) 26% (20) 29% (32) 5% (68) 23% (05) 7% (34) 459Ideo: Conservative (5-7) 24% (7) 3% (225) 6% (2) 24% (73) 5% (36) 78Educ: < College 29% (437) 29% (434) 4% (24) 20% (30) 9% (30) 56Educ: Bachelors degree 29% (29) 33% (45) 4% (62) 2% (92) 4% (7) 445Educ: Post-grad 22% (53) 33% (80) 8% (43) 22% (54) 6% (4) 245



75

Table AVE4_6



Adults 28% (69) 30% (659) 4% (39) 20% (447) 7% (60) 2205Income: Under 50k 29% (402) 28% (380) 6% (23) 20% (269) 8% (07) 37Income: 50k-100k 26% (48) 34% (92) 2% (67) 22% (23) 6% (35) 565Income: 100k+ 26% (69) 32% (87) 5% (39) 20% (55) 7% (9) 269Ethnicity: White 25% (435) 30% (5) 6% (269) 22% (383) 7% (28) 726Ethnicity: Hispanic 4% (43) 26% (9) 2% (42) 2% (42) 9% (32) 350Ethnicity: Afr. Am. 42% (7) 29% (79) 0% (27) 4% (39) 5% (4) 275Ethnicity: Other 33% (67) 34% (70) % (23) 3% (26) 9% (8) 204Relig: Protestant 20% (95) 3% (44) 7% (78) 27% (27) 6% (27) 47Relig: Roman Catholic 28% (05) 3% (8) 5% (56) 20% (76) 6% (24) 380Relig: Ath./Agn./None 30% (98) 30% (98) 5% (97) 6% (09) 9% (62) 664Relig: Something Else 32% (22) 28% (08) 5% (57) 8% (67) 7% (27) 382Relig: Jewish 5% (8) 23% (3) 22% (2) 3% (7) 9% (5) 53Relig: All Christian 26% (299) 30% (353) 4% (65) 23% (27) 6% (7) 59Relig: All Non-Christian 3% (320) 29% (306) 5% (54) 7% (76) 9% (89) 046Community: Urban 33% (204) 29% (79) 3% (77) 8% () 8% (48) 68Community: Suburban 27% (254) 32% (302) 6% (47) 9% (82) 6% (55) 939Community: Rural 25% (62) 28% (78) 5% (95) 24% (55) 9% (57) 648Employ: Private Sector 36% (225) 33% (205) 2% (76) 5% (95) 4% (25) 626Employ: Government 27% (42) 36% (56) 4% (22) 7% (27) 6% (9) 56Employ: Self-Employed 36% (75) 28% (58) 2% (43) % (23) 4% (9) 209Employ: Homemaker 28% (43) 29% (45) 3% (9) 23% (35) 7% () 53Employ: Student 40% (45) 33% (37) 6% (8) 8% (9) 3% (3) 2Employ: Retired 2% (60) 27% (30) 5% (73) 38% (82) 8% (38) 483Employ: Unemployed 27% (62) 32% (72) 4% (3) 8% (4) 0% (22) 229Employ: Other 28% (67) 23% (55) 6% (37) 5% (36) 7% (4) 237Military HH: Yes 30% (20) 3% (27) % (45) 24% (98) 4% (6) 406Military HH: No 28% (499) 30% (532) 5% (274) 9% (349) 8% (44) 799RD/WT: Right Direction 27% (226) 29% (250) 4% (20) 2% (8) 9% (74) 85RD/WT: Wrong Track 29% (393) 30% (409) 5% (99) 20% (266) 6% (86) 354


76




Adults 28% (69) 30% (659) 4% (39) 20% (447) 7% (60) 2205Trump Job Approve 27% (254) 30% (278) 4% (3) 2% (9) 8% (70) 924Trump Job Disapprove 29% (336) 3% (348) 5% (66) 2% (239) 4% (5) 40Trump Job Strongly Approve 29% (4) 26% (29) 5% (72) 23% (3) 7% (35) 490Trump Job Somewhat Approve 26% (3) 34% (50) 4% (59) 8% (78) 8% (35) 434Trump Job Somewhat Disapprove 30% (8) 3% (84) 5% (42) 2% (56) 3% (9) 272Trump Job Strongly Disapprove 29% (255) 30% (264) 4% (24) 2% (82) 5% (42) 868Favorable of Trump 26% (239) 3% (282) 5% (33) 2% (9) 7% (65) 9Unfavorable of Trump 30% (34) 30% (337) 4% (63) 20% (23) 5% (59) 30Very Favorable of Trump 28% (53) 28% (50) 4% (78) 23% (26) 7% (36) 543Somewhat Favorable of Trump 23% (86) 36% (32) 5% (56) 8% (65) 8% (29) 368Somewhat Unfavorable of Trump 30% (66) 32% (7) 4% (30) 20% (46) 4% (0) 223Very Unfavorable of Trump 30% (275) 29% (266) 5% (33) 20% (85) 5% (49) 907#1 Issue: Economy 33% (93) 3% (80) 5% (9) 6% (93) 5% (3) 588#1 Issue: Security 23% (0) 29% (24) 7% (72) 23% (0) 8% (32) 430#1 Issue: Health Care 32% (23) 33% (26) % (4) 20% (77) 5% (8) 385#1 Issue: Medicare / Social Security 5% (45) 26% (77) 8% (53) 30% (89) 2% (35) 299#1 Issue: Women’s Issues 35% (42) 35% (42) 9% () 6% (9) 6% (7) 22#1 Issue: Education 36% (55) 25% (37) 2% (8) 7% (25) % (6) 5#1 Issue: Energy 29% (30) 35% (35) 0% (0) 8% (8) 7% (8) 02#1 Issue: Other 23% (30) 29% (38) 9% (24) 9% (25) 9% (2) 292018 House Vote: Democrat 28% (28) 30% (233) 6% (23) 2% (6) 5% (35) 7702018 House Vote: Republican 25% (66) 32% (24) 5% (98) 23% (53) 6% (39) 6722018 House Vote: Someone else 20% (22) 30% (33) 9% (2) 9% (2) 2% (3) 02018 House Vote: Didnt Vote 33% (23) 27% (78) 2% (78) 7% (0) % (72) 6502016 Vote: Hillary Clinton 27% (77) 3% (208) 5% (00) 22% (43) 5% (35) 6632016 Vote: Donald Trump 23% (54) 3% (20) 6% (06) 24% (59) 6% (39) 6682016 Vote: Someone else 25% (48) 30% (59) 6% (32) 22% (44) 7% (4) 962016 Vote: Didnt Vote 35% (239) 27% (82) 2% (8) 5% (02) % (7) 675Voted in 2014: Yes 25% (337) 32% (434) 6% (28) 22% (300) 6% (75) 364Voted in 2014: No 34% (283) 27% (225) 2% (02) 7% (47) 0% (85) 84



77

Table AVE4_6



Adults 28% (69) 30% (659) 4% (39) 20% (447) 7% (60) 22052012 Vote: Barack Obama 28% (230) 33% (266) 3% (09) 20% (66) 6% (46) 872012 Vote: Mitt Romney 20% (04) 3% (63) 7% (9) 25% (32) 6% (33) 5242012 Vote: Other 26% (27) 23% (24) 7% (8) 28% (29) 6% (6) 032012 Vote: Didn’t Vote 34% (259) 27% (204) 3% (0) 6% (9) 0% (75) 7584-Region: Northeast 22% (89) 30% (9) 4% (55) 24% (95) 9% (37) 3944-Region: Midwest 27% (25) 28% (3) 4% (63) 2% (99) 0% (45) 4634-Region: South 30% (248) 29% (24) 4% (7) 2% (7) 6% (49) 8264-Region: West 30% (57) 32% (68) 6% (85) 6% (82) 5% (29) 52Evangelical 27% (76) 32% (206) 3% (80) 22% (38) 6% (39) 640Non-Evangelical 28% (444) 29% (453) 5% (239) 20% (309) 8% (2) 565TV shows: Every day 33% (366) 30% (332) 4% (56) 8% (96) 4% (45) 095TV shows: Several times per week 24% (28) 33% (79) 7% (90) 20% (09) 6% (3) 536TV shows: About once per week 27% (36) 30% (40) 4% (9) 24% (32) 5% (7) 34TV shows: Several times per month 34% (39) 25% (29) 5% (6) 7% (9) 9% (0) 3TV shows: About once per month 7% (2) 25% (8) 5% () 36% (25) 8% (6) 7TV shows: Less often than once per month 7% (7) 33% (33) 5% (5) 2% (2) 3% (3) 00TV shows: Never 4% (22) 8% (29) 8% (2) 28% (44) 32% (49) 56Movies: Every day 49% (225) 24% (09) 2% (54) % (52) 3% (6) 455Movies: Several times per week 29% (60) 35% (97) 5% (86) 6% (89) 5% (25) 558Movies: About once per week 25% (9) 33% (2) 9% (67) 2% (75) 2% (8) 362Movies: Several times per month 25% (7) 34% (95) 3% (36) 23% (64) 6% (6) 28Movies: About once per month 20% (34) 29% (49) 8% (3) 25% (44) 8% (4) 72Movies: Less often than once per month 2% (25) 3% (65) 6% (34) 32% (67) 0% (20) 2Movies: Never 8% (4) 3% (22) 7% (2) 35% (58) 36% (60) 66


78




Adults 28% (69) 30% (659) 4% (39) 20% (447) 7% (60) 2205Sports: Every day 43% (85) 22% (44) 3% (25) 20% (40) 2% (5) 98Sports: Several times per week 3% (0) 35% (5) 3% (44) 5% (49) 6% (2) 330Sports: About once per week 26% (7) 3% (83) 8% (49) 22% (60) 3% (9) 272Sports: Several times per month 30% (47) 30% (48) 7% (27) 8% (29) 5% (8) 58Sports: About once per month 24% (37) 37% (56) 7% (26) 7% (26) 4% (6) 5Sports: Less often than once per month 26% (99) 33% (24) 6% (60) 20% (74) 5% (20) 378Sports: Never 25% (80) 27% (9) 2% (87) 24% (70) 3% (9) 78Cable: I currently subscribe 28% (286) 30% (305) 6% (63) 20% (206) 5% (54) 05Cable: I subscribed in the past 28% (222) 32% (250) 4% (4) 9% (47) 7% (59) 793Cable: I have never subscribed 28% () 26% (04) % (42) 24% (94) 2% (47) 397Satellite television: I currently subscribe 32% (59) 24% (7) 3% (64) 22% (07) 9% (45) 492Satellite television: I subscribed in the past 26% (84) 32% (225) 8% (28) 8% (28) 6% (45) 70Satellite television: I have never subscribed 28% (276) 32% (38) 3% (27) 2% (22) 7% (69) 003Streaming service: I currently subscribe 34% (45) 3% (383) 4% (75) 6% (93) 5% (64) 229Streaming service: I subscribed in the past 26% (67) 38% (96) 3% (32) 6% (40) 8% (20) 255Streaming service: I have never subscribed 9% (38) 25% (80) 6% (2) 30% (24) % (76) 72Film: An avid fan 45% (345) 29% (22) 2% (93) 2% (94) 2% (9) 770Film: A casual fan 22% (250) 34% (395) 6% (82) 2% (248) 7% (87) 6Film: Not a fan 9% (24) 6% (44) 6% (45) 39% (06) 20% (55) 274Television: An avid fan 36% (369) 28% (295) 4% (46) 7% (74) 5% (54) 038Television: A casual fan 23% (227) 33% (333) 5% (47) 23% (232) 7% (67) 006Television: Not a fan 5% (23) 9% (3) 6% (26) 25% (4) 24% (39) 6Music: An avid fan 37% (44) 28% (334) 3% (48) 7% (96) 5% (64) 82Music: A casual fan 8% (64) 33% (304) 7% (57) 24% (28) 8% (69) 92Music: Not a fan 3% (5) 9% (22) 2% (4) 30% (34) 25% (27) Fashion: An avid fan 46% (54) 26% (86) 0% (32) 3% (43) 5% (8) 334Fashion: A casual fan 3% (278) 32% (284) 4% (26) 7% (52) 6% (56) 896Fashion: Not a fan 9% (87) 30% (289) 7% (62) 26% (252) 9% (85) 975



79

Table AVE4_6



Adults 28% (69) 30% (659) 4% (39) 20% (447) 7% (60) 2205Sporting events: Every day 43% (85) 22% (44) 3% (25) 20% (40) 2% (5) 98Sporting events: Several times per week 3% (0) 35% (5) 3% (44) 5% (49) 6% (2) 330Sporting events: About once per week 26% (7) 3% (83) 8% (49) 22% (60) 3% (9) 272Sporting events: Several times per month 30% (47) 30% (48) 7% (27) 8% (29) 5% (8) 58Sporting events: About once per month 24% (37) 37% (56) 7% (26) 7% (26) 4% (6) 5Sporting events: Less often than once per month 26% (99) 33% (24) 6% (60) 20% (74) 5% (20) 378Sporting events: Never 25% (80) 27% (9) 2% (87) 24% (70) 3% (9) 78Cable television: I currently subscribe 28% (286) 30% (305) 6% (63) 20% (206) 5% (54) 05Cable television: I subscribed in the past 28% (222) 32% (250) 4% (4) 9% (47) 7% (59) 793Cable television: I have never subscribed 28% () 26% (04) % (42) 24% (94) 2% (47) 397Satellite television: I currently subscribe 32% (59) 24% (7) 3% (64) 22% (07) 9% (45) 492Satellite television: I subscribed in the past 26% (84) 32% (225) 8% (28) 8% (28) 6% (45) 70Satellite television: I have never subscribed 28% (276) 32% (38) 3% (27) 2% (22) 7% (69) 003Streaming service: I currently subscribe 34% (45) 3% (383) 4% (75) 6% (93) 5% (64) 229Streaming service: I subscribed in the past 26% (67) 38% (96) 3% (32) 6% (40) 8% (20) 255Streaming service: I have never subscribed 9% (38) 25% (80) 6% (2) 30% (24) % (76) 72Film: An avid fan 45% (345) 29% (22) 2% (93) 2% (94) 2% (9) 770Film: A casual fan 22% (250) 34% (395) 6% (82) 2% (248) 7% (87) 6Film: Not a fan 9% (24) 6% (44) 6% (45) 39% (06) 20% (55) 274Television: An avid fan 36% (369) 28% (295) 4% (46) 7% (74) 5% (54) 038Television: A casual fan 23% (227) 33% (333) 5% (47) 23% (232) 7% (67) 006Television: Not a fan 5% (23) 9% (3) 6% (26) 25% (4) 24% (39) 6Music: An avid fan 37% (44) 28% (334) 3% (48) 7% (96) 5% (64) 82Music: A casual fan 8% (64) 33% (304) 7% (57) 24% (28) 8% (69) 92Music: Not a fan 3% (5) 9% (22) 2% (4) 30% (34) 25% (27) Fashion: An avid fan 46% (54) 26% (86) 0% (32) 3% (43) 5% (8) 334Fashion: A casual fan 3% (278) 32% (284) 4% (26) 7% (52) 6% (56) 896Fashion: Not a fan 9% (87) 30% (289) 7% (62) 26% (252) 9% (85) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


80


Table AVE4_7: How much do each of the following impact your decision to see a superhero movie?The comic book franchise associated with the film


Adults 7% (385) 2% (454) 20% (438) 33% (738) 9% (90) 2205Gender: Male 23% (250) 23% (249) 7% (86) 29% (306) 7% (74) 064Gender: Female 2% (35) 8% (205) 22% (252) 38% (433) 0% (6) 4Age: 18-29 28% (32) 22% (05) 2% (97) 22% (02) 7% (35) 47Age: 30-44 27% (47) 23% (27) 8% (96) 24% (3) 8% (44) 544Age: 45-54 2% (49) 24% (95) 23% (9) 33% (30) 7% (27) 392Age: 55-64 % (38) 8% (66) 20% (7) 4% (46) % (39) 360Age: 65+ 4% (8) 4% (6) 9% (83) 53% (230) 0% (45) 437Generation Z: 18-21 32% (52) 20% (34) 8% (30) 24% (40) 5% (9) 65Millennial: Age 22-37 29% (8) 23% (48) 8% (7) 2% (35) 8% (53) 635Generation X: Age 38-53 6% (93) 24% (34) 23% (33) 30% (72) 7% (38) 568Boomers: Age 54-72 8% (55) 8% (25) 9% (37) 45% (320) 0% (70) 706PID: Dem (no lean) 9% (34) 20% (42) 23% (68) 32% (230) 7% (49) 722PID: Ind (no lean) 7% (38) 20% (63) 9% (54) 33% (265) 0% (8) 800PID: Rep (no lean) 7% (3) 22% (50) 7% (7) 36% (244) 9% (59) 682PID/Gender: DemMen 22% (73) 23% (75) 23% (74) 28% (90) 4% (2) 324PID/Gender: DemWomen 5% (6) 7% (66) 23% (93) 35% (40) 9% (37) 398PID/Gender: Ind Men 24% (88) 23% (84) 6% (60) 27% (98) 0% (36) 366PID/Gender: Ind Women % (50) 8% (79) 22% (94) 38% (66) % (46) 434PID/Gender: Rep Men 24% (89) 24% (90) 4% (5) 3% (7) 7% (27) 374PID/Gender: Rep Women 8% (24) 9% (60) 2% (65) 4% (27) 0% (32) 308Ideo: Liberal (1-3) 23% (62) 24% (72) 9% (35) 28% (97) 6% (43) 70Ideo: Moderate (4) 5% (68) 7% (78) 24% () 38% (73) 7% (30) 459Ideo: Conservative (5-7) 4% (97) 2% (48) 9% (34) 39% (28) 8% (59) 78Educ: < College 8% (268) 20% (303) 20% (30) 32% (487) 0% (48) 56Educ: Bachelors degree 8% (79) 2% (94) 8% (78) 38% (68) 6% (25) 445Educ: Post-grad 5% (37) 23% (57) 2% (50) 34% (84) 7% (6) 245



81

Table AVE4_7



Adults 7% (385) 2% (454) 20% (438) 33% (738) 9% (90) 2205Income: Under 50k 9% (254) 20% (272) 20% (277) 32% (438) 9% (30) 37Income: 50k-100k 4% (80) 24% (38) 9% (08) 36% (202) 7% (37) 565Income: 100k+ 9% (5) 7% (45) 20% (53) 36% (97) 8% (23) 269Ethnicity: White 5% (264) 2% (358) 8% (32) 37% (644) 9% (47) 726Ethnicity: Hispanic 3% (07) 22% (76) 20% (72) 2% (74) 6% (2) 350Ethnicity: Afr. Am. 24% (67) 20% (54) 27% (74) 20% (54) 9% (26) 275Ethnicity: Other 26% (53) 2% (42) 26% (52) 20% (40) 8% (6) 204Relig: Protestant 2% (54) 20% (94) 2% (98) 39% (85) 8% (39) 47Relig: Roman Catholic 2% (46) 23% (86) 22% (84) 36% (36) 7% (27) 380Relig: Ath./Agn./None 23% (55) 9% (25) 20% (33) 29% (94) 9% (57) 664Relig: Something Else 8% (67) 23% (89) 20% (76) 30% (5) 9% (35) 382Relig: Jewish 0% (5) 26% (4) 23% (2) 32% (7) 9% (5) 53Relig: All Christian 4% (62) 2% (240) 20% (229) 37% (430) 9% (99) 59Relig: All Non-Christian 2% (222) 20% (24) 20% (209) 30% (309) 9% (9) 046Community: Urban 2% (30) 2% (29) 9% (8) 30% (85) 9% (57) 68Community: Suburban 7% (59) 2% (98) 2% (99) 34% (32) 7% (62) 939Community: Rural 5% (96) 20% (27) 9% (2) 36% (232) % (7) 648Employ: Private Sector 24% (47) 26% (62) 20% (26) 25% (59) 5% (32) 626Employ: Government 20% (3) 8% (28) 5% (24) 40% (62) 7% () 56Employ: Self-Employed 23% (49) 23% (48) 22% (46) 26% (55) 5% () 209Employ: Homemaker 2% (9) 7% (27) 26% (39) 36% (55) 9% (4) 53Employ: Student 28% (3) 29% (33) 6% (8) 23% (26) 4% (4) 2Employ: Retired 5% (25) 6% (78) 8% (88) 50% (239) % (53) 483Employ: Unemployed 9% (43) 7% (40) 2% (49) 32% (72) % (24) 229Employ: Other 6% (39) 7% (40) 20% (49) 29% (70) 7% (40) 237Military HH: Yes 5% (60) 25% (02) 8% (73) 35% (43) 7% (28) 406Military HH: No 8% (324) 20% (352) 20% (365) 33% (595) 9% (62) 799RD/WT: Right Direction 6% (33) 24% (203) 7% (46) 32% (276) % (94) 85RD/WT: Wrong Track 9% (25) 9% (25) 22% (292) 34% (463) 7% (96) 354


82




Adults 7% (385) 2% (454) 20% (438) 33% (738) 9% (90) 2205Trump Job Approve 6% (45) 23% (2) 8% (63) 35% (320) 9% (86) 924Trump Job Disapprove 9% (26) 20% (225) 22% (249) 33% (382) 6% (69) 40Trump Job Strongly Approve 5% (72) 23% () 7% (82) 36% (76) 0% (49) 490Trump Job Somewhat Approve 7% (73) 23% (00) 9% (8) 33% (44) 8% (37) 434Trump Job Somewhat Disapprove 20% (55) 24% (66) 20% (55) 30% (82) 5% (4) 272Trump Job Strongly Disapprove 9% (6) 8% (59) 22% (94) 35% (300) 6% (54) 868Favorable of Trump 5% (37) 22% (203) 8% (67) 35% (32) 9% (83) 9Unfavorable of Trump 9% (28) 20% (222) 22% (246) 33% (377) 6% (67) 30Very Favorable of Trump 5% (82) 23% (26) 7% (93) 35% (90) 0% (53) 543Somewhat Favorable of Trump 5% (56) 2% (77) 20% (75) 36% (3) 8% (30) 368Somewhat Unfavorable of Trump 9% (42) 24% (54) 22% (50) 29% (64) 6% (3) 223Very Unfavorable of Trump 9% (76) 9% (69) 22% (96) 34% (32) 6% (54) 907#1 Issue: Economy 9% (3) 22% (27) 23% (36) 30% (76) 6% (35) 588#1 Issue: Security 3% (55) 23% (00) 7% (75) 36% (55) % (46) 430#1 Issue: Health Care 9% (74) 22% (85) 7% (66) 36% (37) 6% (23) 385#1 Issue: Medicare / Social Security 0% (30) 5% (46) 2% (63) 42% (26) 2% (35) 299#1 Issue: Women’s Issues 2% (25) 9% (23) 8% (22) 34% (42) 8% (0) 22#1 Issue: Education 25% (37) 9% (28) 26% (39) 2% (32) 0% (5) 5#1 Issue: Energy 24% (25) 26% (27) 20% (2) 20% (2) 9% (0) 02#1 Issue: Other 20% (26) 5% (20) 3% (6) 40% (5) 2% (6) 292018 House Vote: Democrat 9% (44) 2% (59) 22% (66) 33% (255) 6% (45) 7702018 House Vote: Republican 5% (03) 22% (45) 7% (5) 37% (25) 9% (58) 6722018 House Vote: Someone else 8% (20) 24% (26) 7% (9) 25% (28) 6% (7) 02018 House Vote: Didnt Vote 8% (7) 9% (23) 2% (38) 3% (202) % (69) 6502016 Vote: Hillary Clinton 7% () 2% (36) 22% (44) 34% (228) 7% (44) 6632016 Vote: Donald Trump 3% (90) 22% (49) 8% (9) 38% (25) 9% (59) 6682016 Vote: Someone else 8% (35) 2% (4) 2% (4) 33% (64) 8% (5) 962016 Vote: Didnt Vote 22% (48) 9% (27) 20% (34) 29% (95) % (72) 675Voted in 2014: Yes 6% (22) 2% (293) 20% (276) 35% (474) 7% (00) 364Voted in 2014: No 9% (64) 9% (6) 9% (62) 3% (264) % (90) 84



83

Table AVE4_7



Adults 7% (385) 2% (454) 20% (438) 33% (738) 9% (90) 22052012 Vote: Barack Obama 8% (47) 2% (68) 22% (8) 33% (267) 7% (53) 872012 Vote: Mitt Romney 3% (67) 2% (09) 8% (93) 39% (204) 0% (5) 5242012 Vote: Other 2% (2) 20% (2) 20% (2) 4% (42) 7% (7) 032012 Vote: Didn’t Vote 2% (58) 2% (57) 9% (4) 30% (224) 0% (79) 7584-Region: Northeast 4% (56) 20% (80) 23% (89) 35% (39) 8% (3) 3944-Region: Midwest 7% (8) 20% (9) 20% (9) 33% (52) % (49) 4634-Region: South 8% (45) 22% (78) 9% (54) 34% (279) 8% (69) 8264-Region: West 20% (03) 20% (05) 20% (04) 32% (68) 8% (4) 52Evangelical 6% (99) 2% (34) 8% (4) 36% (232) 9% (6) 640Non-Evangelical 8% (285) 20% (32) 2% (324) 32% (507) 8% (29) 565TV shows: Every day 9% (23) 22% (238) 9% (206) 34% (378) 5% (60) 095TV shows: Several times per week 8% (97) 22% (8) 20% (09) 33% (74) 7% (37) 536TV shows: About once per week 22% (29) 5% (20) 23% (3) 32% (43) 8% (0) 34TV shows: Several times per month 7% (9) 23% (26) 23% (26) 3% (36) 6% (7) 3TV shows: About once per month 4% (3) 20% (4) 27% (9) 39% (28) 0% (7) 7TV shows: Less often than once per month % () 8% (8) 2% (2) 32% (32) 9% (9) 00TV shows: Never 7% () 3% (20) 7% (27) 3% (48) 32% (49) 56Movies: Every day 32% (44) 20% (93) 9% (88) 24% (09) 5% (22) 455Movies: Several times per week 20% (4) 25% (37) 2% (6) 29% (64) 5% (27) 558Movies: About once per week 7% (62) 22% (8) 2% (77) 34% (2) 6% (20) 362Movies: Several times per month 5% (42) 22% (62) 20% (56) 37% (03) 6% (8) 28Movies: About once per month 4% (7) 23% (40) 20% (35) 43% (74) 0% (6) 72Movies: Less often than once per month 3% (7) 4% (29) 23% (48) 45% (95) 5% (32) 2Movies: Never 5% (9) 8% (3) % (8) 44% (73) 32% (54) 66


84




Adults 7% (385) 2% (454) 20% (438) 33% (738) 9% (90) 2205Sports: Every day 3% (62) 22% (43) 9% (38) 23% (46) 5% (9) 98Sports: Several times per week 23% (75) 25% (82) 5% (5) 32% (07) 5% (6) 330Sports: About once per week 5% (40) 27% (72) 2% (56) 34% (9) 4% (2) 272Sports: Several times per month 7% (27) 23% (36) 8% (29) 35% (56) 6% (0) 58Sports: About once per month 4% (20) 9% (28) 23% (35) 36% (55) 8% (2) 5Sports: Less often than once per month 4% (54) 22% (82) 22% (82) 35% (32) 7% (27) 378Sports: Never 5% (06) 5% () 2% (47) 35% (252) 4% (02) 78Cable: I currently subscribe 8% (84) 7% (77) 22% (226) 34% (348) 8% (80) 05Cable: I subscribed in the past 5% (9) 26% (205) 8% (44) 33% (260) 8% (66) 793Cable: I have never subscribed 2% (82) 8% (72) 7% (68) 33% (3) % (44) 397Satellite television: I currently subscribe 22% (09) 7% (84) 7% (8) 34% (66) % (52) 492Satellite television: I subscribed in the past 4% (96) 23% (66) 22% (56) 33% (234) 8% (58) 70Satellite television: I have never subscribed 8% (79) 20% (204) 20% (20) 34% (339) 8% (80) 003Streaming service: I currently subscribe 22% (267) 22% (269) 9% (234) 3% (386) 6% (73) 229Streaming service: I subscribed in the past 5% (37) 27% (70) 24% (60) 25% (62) 0% (25) 255Streaming service: I have never subscribed % (80) 6% (6) 20% (43) 40% (289) 3% (92) 72Film: An avid fan 30% (233) 24% (84) 8% (39) 25% (9) 3% (24) 770Film: A casual fan 2% (40) 2% (248) 2% (246) 37% (429) 8% (98) 6Film: Not a fan 4% (2) 8% (23) 9% (53) 43% (8) 25% (68) 274Television: An avid fan 23% (236) 2% (28) 8% (88) 3% (326) 7% (70) 038Television: A casual fan 3% (26) 2% (26) 22% (29) 36% (364) 8% (8) 006Television: Not a fan 4% (23) 3% (20) 20% (3) 30% (49) 24% (38) 6Music: An avid fan 24% (278) 22% (254) 9% (225) 29% (348) 7% (77) 82Music: A casual fan % (97) 20% (85) 22% (97) 38% (346) 0% (87) 92Music: Not a fan 9% (0) 4% (5) 5% (7) 40% (44) 23% (25) Fashion: An avid fan 29% (95) 9% (65) 9% (63) 25% (82) 8% (28) 334Fashion: A casual fan 8% (6) 22% (20) 2% (89) 3% (279) 7% (67) 896Fashion: Not a fan 3% (28) 9% (88) 9% (86) 39% (377) 0% (95) 975



85

Table AVE4_7



Adults 7% (385) 2% (454) 20% (438) 33% (738) 9% (90) 2205Sporting events: Every day 3% (62) 22% (43) 9% (38) 23% (46) 5% (9) 98Sporting events: Several times per week 23% (75) 25% (82) 5% (5) 32% (07) 5% (6) 330Sporting events: About once per week 5% (40) 27% (72) 2% (56) 34% (9) 4% (2) 272Sporting events: Several times per month 7% (27) 23% (36) 8% (29) 35% (56) 6% (0) 58Sporting events: About once per month 4% (20) 9% (28) 23% (35) 36% (55) 8% (2) 5Sporting events: Less often than once per month 4% (54) 22% (82) 22% (82) 35% (32) 7% (27) 378Sporting events: Never 5% (06) 5% () 2% (47) 35% (252) 4% (02) 78Cable television: I currently subscribe 8% (84) 7% (77) 22% (226) 34% (348) 8% (80) 05Cable television: I subscribed in the past 5% (9) 26% (205) 8% (44) 33% (260) 8% (66) 793Cable television: I have never subscribed 2% (82) 8% (72) 7% (68) 33% (3) % (44) 397Satellite television: I currently subscribe 22% (09) 7% (84) 7% (8) 34% (66) % (52) 492Satellite television: I subscribed in the past 4% (96) 23% (66) 22% (56) 33% (234) 8% (58) 70Satellite television: I have never subscribed 8% (79) 20% (204) 20% (20) 34% (339) 8% (80) 003Streaming service: I currently subscribe 22% (267) 22% (269) 9% (234) 3% (386) 6% (73) 229Streaming service: I subscribed in the past 5% (37) 27% (70) 24% (60) 25% (62) 0% (25) 255Streaming service: I have never subscribed % (80) 6% (6) 20% (43) 40% (289) 3% (92) 72Film: An avid fan 30% (233) 24% (84) 8% (39) 25% (9) 3% (24) 770Film: A casual fan 2% (40) 2% (248) 2% (246) 37% (429) 8% (98) 6Film: Not a fan 4% (2) 8% (23) 9% (53) 43% (8) 25% (68) 274Television: An avid fan 23% (236) 2% (28) 8% (88) 3% (326) 7% (70) 038Television: A casual fan 3% (26) 2% (26) 22% (29) 36% (364) 8% (8) 006Television: Not a fan 4% (23) 3% (20) 20% (3) 30% (49) 24% (38) 6Music: An avid fan 24% (278) 22% (254) 9% (225) 29% (348) 7% (77) 82Music: A casual fan % (97) 20% (85) 22% (97) 38% (346) 0% (87) 92Music: Not a fan 9% (0) 4% (5) 5% (7) 40% (44) 23% (25) Fashion: An avid fan 29% (95) 9% (65) 9% (63) 25% (82) 8% (28) 334Fashion: A casual fan 8% (6) 22% (20) 2% (89) 3% (279) 7% (67) 896Fashion: Not a fan 3% (28) 9% (88) 9% (86) 39% (377) 0% (95) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


86


Table AVE5: How familiar are you with Marvel’s ’Avengers’ movie franchise?

Demographic Very familiarSomewhatfamiliar

Not toofamiliar

Not at allfamiliar


Adults 36% (795) 29% (629) 4% (35) 6% (363) 5% (04) 2205Gender: Male 45% (484) 24% (252) 3% (38) 3% (4) 5% (49) 064Gender: Female 27% (3) 33% (377) 5% (77) 9% (222) 5% (54) 4Age: 18-29 6% (288) 20% (94) 8% (39) 4% (8) 7% (32) 47Age: 30-44 50% (273) 30% (63) % (58) 6% (32) 3% (8) 544Age: 45-54 30% (9) 35% (38) 4% (55) 5% (60) 5% (9) 392Age: 55-64 9% (69) 32% (5) 9% (70) 25% (9) 4% (6) 360Age: 65+ 0% (45) 27% (9) 2% (93) 37% (62) 4% (8) 437Generation Z: 18-21 66% (08) 5% (25) 9% (5) 5% (8) 5% (9) 65Millennial: Age 22-37 56% (352) 26% (67) 9% (55) 4% (24) 6% (36) 635Generation X: Age 38-53 38% (23) 34% (92) 3% (74) % (65) 4% (23) 568Boomers: Age 54-72 5% (09) 3% (26) 9% (36) 3% (27) 4% (28) 706PID: Dem (no lean) 37% (269) 29% (208) 5% (09) 6% (6) 3% (20) 722PID: Ind (no lean) 37% (294) 28% (220) 4% (09) 5% (20) 7% (57) 800PID: Rep (no lean) 34% (23) 29% (20) 4% (97) 9% (27) 4% (27) 682PID/Gender: DemMen 49% (58) 20% (64) 7% (54) 3% (4) 2% (7) 324PID/Gender: DemWomen 28% (2) 36% (44) 4% (54) 9% (75) 3% (3) 398PID/Gender: Ind Men 46% (67) 24% (87) % (40) 2% (45) 8% (27) 366PID/Gender: Ind Women 29% (28) 3% (34) 6% (69) 7% (75) 7% (29) 434PID/Gender: Rep Men 43% (59) 27% (0) 2% (44) 5% (55) 4% (5) 374PID/Gender: Rep Women 23% (72) 32% (00) 7% (53) 23% (72) 4% (2) 308Ideo: Liberal (1-3) 4% (292) 26% (83) 7% (7) % (80) 5% (37) 70Ideo: Moderate (4) 36% (66) 29% (32) 2% (54) 20% (92) 3% (5) 459Ideo: Conservative (5-7) 30% (22) 32% (228) 6% (5) 20% (44) 3% (8) 78Educ: < College 36% (550) 29% (437) 4% (209) 6% (236) 6% (83) 56Educ: Bachelors degree 35% (54) 30% (32) 5% (67) 9% (85) 2% (7) 445Educ: Post-grad 37% (9) 25% (60) 6% (38) 7% (42) 5% (3) 245Income: Under 50k 36% (493) 29% (402) 4% (89) 6% (220) 5% (66) 37Income: 50k-100k 36% (206) 26% (49) 5% (86) 8% (99) 4% (24) 565Income: 100k+ 36% (96) 29% (78) 4% (39) 6% (43) 5% (4) 269



87

Table AVE5



Not toofamiliar

Not at allfamiliar


Adults 36% (795) 29% (629) 4% (35) 6% (363) 5% (04) 2205Ethnicity: White 3% (540) 29% (502) 6% (274) 9% (336) 4% (74) 726Ethnicity: Hispanic 52% (8) 28% (99) 8% (29) 5% (7) 7% (24) 350Ethnicity: Afr. Am. 54% (48) 28% (77) 9% (25) 4% (2) 5% (4) 275Ethnicity: Other 52% (07) 25% (50) 8% (6) 8% (6) 8% (5) 204Relig: Protestant 28% (32) 30% (42) 9% (89) 9% (90) 4% (8) 47Relig: Roman Catholic 28% (07) 3% (9) 7% (63) 22% (82) 2% (9) 380Relig: Ath./Agn./None 42% (277) 26% (72) 4% (92) 2% (79) 7% (44) 664Relig: Something Else 44% (67) 24% (9) % (43) 7% (63) 5% (7) 382Relig: Jewish 47% (25) 4% (7) 8% (4) 28% (5) 3% (2) 53Relig: All Christian 30% (350) 32% (366) 5% (80) 9% (22) 4% (42) 59Relig: All Non-Christian 42% (444) 25% (263) 3% (35) 4% (42) 6% (62) 046Community: Urban 42% (259) 27% (67) % (70) 4% (86) 6% (35) 68Community: Suburban 34% (32) 30% (283) 6% (49) 6% (52) 4% (34) 939Community: Rural 33% (24) 28% (79) 5% (95) 9% (24) 5% (35) 648Employ: Private Sector 44% (278) 30% (90) 3% (83) 0% (65) 2% (0) 626Employ: Government 49% (76) 2% (32) % (6) 7% (27) 2% (4) 56Employ: Self-Employed 45% (94) 28% (59) 3% (28) % (24) 2% (4) 209Employ: Homemaker 28% (43) 42% (65) 2% (8) 2% (9) 6% (8) 53Employ: Student 64% (7) 22% (25) 9% (0) 2% (3) 3% (3) 2Employ: Retired 4% (68) 27% (30) 2% (00) 34% (64) 5% (22) 483Employ: Unemployed 38% (87) 28% (63) 3% (29) 4% (3) 8% (8) 229Employ: Other 33% (78) 28% (65) 2% (30) 3% (30) 4% (34) 237Military HH: Yes 33% (34) 32% (30) 4% (56) 9% (79) 2% (7) 406Military HH: No 37% (66) 28% (499) 4% (258) 6% (284) 5% (96) 799RD/WT: Right Direction 32% (274) 30% (254) 4% (9) 9% (58) 5% (47) 85RD/WT: Wrong Track 38% (52) 28% (375) 4% (96) 5% (205) 4% (57) 354Trump Job Approve 33% (305) 3% (282) 3% (23) 9% (72) 5% (42) 924Trump Job Disapprove 39% (445) 28% (32) 6% (77) 5% (72) 2% (24) 40


88




Not toofamiliar

Not at allfamiliar


Adults 36% (795) 29% (629) 4% (35) 6% (363) 5% (04) 2205Trump Job Strongly Approve 3% (5) 29% (43) 5% (72) 20% (00) 5% (24) 490Trump Job Somewhat Approve 35% (54) 32% (39) 2% (5) 7% (72) 4% (8) 434Trump Job Somewhat Disapprove 38% (03) 34% (93) 7% (47) 0% (28) % (2) 272Trump Job Strongly Disapprove 39% (342) 26% (228) 5% (30) 7% (45) 3% (23) 868Favorable of Trump 32% (288) 30% (276) 4% (26) 20% (82) 4% (39) 9Unfavorable of Trump 40% (454) 27% (308) 6% (76) 4% (6) 3% (32) 30Very Favorable of Trump 3% (66) 30% (6) 4% (75) 2% (2) 6% (30) 543Somewhat Favorable of Trump 33% (23) 3% (5) 4% (5) 9% (70) 2% (9) 368Somewhat Unfavorable of Trump 40% (90) 34% (76) 2% (28) % (24) 2% (5) 223Very Unfavorable of Trump 40% (364) 26% (232) 6% (48) 5% (37) 3% (26) 907#1 Issue: Economy 44% (259) 30% (75) 3% (74) % (64) 3% (5) 588#1 Issue: Security 25% (09) 30% (30) 5% (64) 23% (00) 6% (26) 430#1 Issue: Health Care 4% (59) 26% (02) 5% (59) 5% (59) % (5) 385#1 Issue: Medicare / Social Security 9% (56) 33% (98) 8% (53) 26% (76) 5% (6) 299#1 Issue: Women’s Issues 40% (49) 30% (37) 3% (6) 4% (7) 3% (4) 22#1 Issue: Education 49% (74) 6% (25) 4% (2) 0% (5) % (6) 5#1 Issue: Energy 47% (47) 27% (27) 9% (9) 2% (2) 6% (6) 02#1 Issue: Other 32% (4) 27% (35) 4% (8) 5% (9) % (5) 292018 House Vote: Democrat 35% (269) 29% (22) 8% (40) 7% (28) 2% (3) 7702018 House Vote: Republican 33% (220) 29% (98) 4% (96) 9% (26) 5% (3) 6722018 House Vote: Someone else 35% (39) 26% (29) % (3) 20% (22) 7% (8) 02018 House Vote: Didnt Vote 4% (267) 28% (8) 0% (65) 3% (86) 8% (52) 6502016 Vote: Hillary Clinton 34% (228) 29% (89) 8% (22) 7% (2) 2% (3) 6632016 Vote: Donald Trump 28% (90) 3% (205) 5% (0) 22% (44) 4% (28) 6682016 Vote: Someone else 36% (7) 27% (54) 4% (28) 7% (33) 5% (0) 962016 Vote: Didnt Vote 45% (304) 27% (8) 0% (64) % (73) 8% (53) 675Voted in 2014: Yes 32% (436) 30% (404) 6% (28) 9% (26) 3% (44) 364Voted in 2014: No 43% (358) 27% (225) % (96) 2% (0) 7% (60) 84



89

Table AVE5



Not toofamiliar

Not at allfamiliar


Adults 36% (795) 29% (629) 4% (35) 6% (363) 5% (04) 22052012 Vote: Barack Obama 36% (293) 28% (23) 6% (29) 7% (40) 3% (23) 872012 Vote: Mitt Romney 27% (40) 29% (52) 9% (97) 2% (0) 5% (25) 5242012 Vote: Other 26% (27) 39% (4) % (2) 2% (22) 2% (2) 032012 Vote: Didn’t Vote 44% (335) 27% (206) 0% (75) 2% (90) 7% (53) 7584-Region: Northeast 30% (7) 28% () 5% (60) 20% (77) 8% (30) 3944-Region: Midwest 34% (57) 26% (9) 6% (74) 9% (87) 6% (27) 4634-Region: South 39% (320) 29% (243) 2% (97) 6% (3) 4% (35) 8264-Region: West 39% (20) 30% (56) 6% (84) 3% (68) 2% (2) 52Evangelical 34% (26) 33% (20) 3% (82) 7% (07) 4% (25) 640Non-Evangelical 37% (579) 27% (420) 5% (233) 6% (256) 5% (79) 565TV shows: Every day 4% (445) 30% (324) 4% (49) 4% (5) 2% (26) 095TV shows: Several times per week 37% (97) 30% (60) 4% (77) 8% (95) % (7) 536TV shows: About once per week 36% (48) 25% (34) 6% (2) 7% (23) 6% (8) 34TV shows: Several times per month 35% (39) 25% (28) 5% (7) 5% (7) 0% () 3TV shows: About once per month 7% (2) 34% (24) 24% (7) 22% (6) 3% (2) 7TV shows: Less often than once per month 26% (26) 30% (30) 8% (8) 22% (22) 5% (5) 00TV shows: Never 8% (29) 8% (28) 0% (5) 25% (40) 28% (44) 56Movies: Every day 6% (277) 22% (0) 8% (36) 6% (28) 3% (4) 455Movies: Several times per week 4% (229) 33% (82) 3% (7) 3% (7) % (5) 558Movies: About once per week 35% (26) 30% (0) 8% (64) 6% (57) 2% (6) 362Movies: Several times per month 29% (80) 36% (02) 9% (52) 4% (38) 3% (8) 28Movies: About once per month 22% (37) 33% (57) 8% (3) 22% (38) 6% (0) 72Movies: Less often than once per month 7% (36) 25% (53) 20% (42) 34% (7) 4% (9) 2Movies: Never 6% (0) 5% (25) % (9) 36% (6) 3% (52) 66Sports: Every day 50% (00) 2% (42) 2% (23) 3% (25) 4% (8) 98Sports: Several times per week 44% (46) 29% (96) 9% (30) 4% (48) 3% (0) 330Sports: About once per week 35% (96) 33% (89) 6% (42) 4% (39) 2% (6) 272Sports: Several times per month 37% (58) 33% (52) 7% (27) 2% (9) % (2) 58Sports: About once per month 37% (56) 30% (45) 3% (20) 4% (2) 6% (9) 5Sports: Less often than once per month 33% (26) 29% (09) 20% (76) 4% (52) 4% (4) 378Sports: Never 30% (22) 27% (95) 3% (96) 22% (59) 8% (56) 78


90




Not toofamiliar

Not at allfamiliar


Adults 36% (795) 29% (629) 4% (35) 6% (363) 5% (04) 2205Cable: I currently subscribe 36% (363) 29% (292) 4% (47) 7% (7) 4% (42) 05Cable: I subscribed in the past 35% (276) 30% (240) 5% (6) 6% (25) 5% (37) 793Cable: I have never subscribed 39% (56) 24% (97) 3% (52) 7% (67) 6% (25) 397Satellite television: I currently subscribe 38% (85) 25% (24) 4% (7) 7% (85) 6% (27) 492Satellite television: I subscribed in the past 37% (265) 32% (227) 4% (98) 3% (95) 4% (26) 70Satellite television: I have never subscribed 34% (345) 28% (278) 5% (46) 8% (83) 5% (5) 003Streaming service: I currently subscribe 44% (542) 30% (366) 3% (54) 0% (26) 3% (42) 229Streaming service: I subscribed in the past 38% (98) 28% (7) 5% (38) 3% (33) 6% (5) 255Streaming service: I have never subscribed 22% (55) 27% (92) 7% (23) 28% (204) 6% (47) 72Film: An avid fan 59% (45) 23% (77) 9% (7) 7% (55) 2% (6) 770Film: A casual fan 26% (308) 34% (399) 7% (99) 9% (27) 3% (39) 6Film: Not a fan 3% (36) 20% (54) 6% (44) 33% (9) 8% (49) 274Television: An avid fan 42% (437) 28% (295) 4% (4) 3% (39) 3% (26) 038Television: A casual fan 32% (323) 29% (29) 5% (5) 20% (97) 4% (43) 006Television: Not a fan 2% (35) 26% (43) 4% (23) 6% (26) 22% (35) 6Music: An avid fan 45% (533) 28% (33) 2% (46) 2% (36) 3% (36) 82Music: A casual fan 27% (243) 3% (279) 7% (59) 22% (96) 4% (34) 92Music: Not a fan 6% (8) 7% (9) 9% (0) 27% (30) 3% (34) Fashion: An avid fan 47% (57) 28% (95) 2% (4) 9% (29) 4% (3) 334Fashion: A casual fan 36% (320) 32% (287) 4% (22) 5% (34) 4% (33) 896Fashion: Not a fan 33% (38) 25% (248) 6% (52) 20% (200) 6% (58) 975Sporting events: Every day 50% (00) 2% (42) 2% (23) 3% (25) 4% (8) 98Sporting events: Several times per week 44% (46) 29% (96) 9% (30) 4% (48) 3% (0) 330Sporting events: About once per week 35% (96) 33% (89) 6% (42) 4% (39) 2% (6) 272Sporting events: Several times per month 37% (58) 33% (52) 7% (27) 2% (9) % (2) 58Sporting events: About once per month 37% (56) 30% (45) 3% (20) 4% (2) 6% (9) 5Sporting events: Less often than once per month 33% (26) 29% (09) 20% (76) 4% (52) 4% (4) 378Sporting events: Never 30% (22) 27% (95) 3% (96) 22% (59) 8% (56) 78Cable television: I currently subscribe 36% (363) 29% (292) 4% (47) 7% (7) 4% (42) 05Cable television: I subscribed in the past 35% (276) 30% (240) 5% (6) 6% (25) 5% (37) 793Cable television: I have never subscribed 39% (56) 24% (97) 3% (52) 7% (67) 6% (25) 397



91

Table AVE5



Not toofamiliar

Not at allfamiliar


Adults 36% (795) 29% (629) 4% (35) 6% (363) 5% (04) 2205Satellite television: I currently subscribe 38% (85) 25% (24) 4% (7) 7% (85) 6% (27) 492Satellite television: I subscribed in the past 37% (265) 32% (227) 4% (98) 3% (95) 4% (26) 70Satellite television: I have never subscribed 34% (345) 28% (278) 5% (46) 8% (83) 5% (5) 003Streaming service: I currently subscribe 44% (542) 30% (366) 3% (54) 0% (26) 3% (42) 229Streaming service: I subscribed in the past 38% (98) 28% (7) 5% (38) 3% (33) 6% (5) 255Streaming service: I have never subscribed 22% (55) 27% (92) 7% (23) 28% (204) 6% (47) 72Film: An avid fan 59% (45) 23% (77) 9% (7) 7% (55) 2% (6) 770Film: A casual fan 26% (308) 34% (399) 7% (99) 9% (27) 3% (39) 6Film: Not a fan 3% (36) 20% (54) 6% (44) 33% (9) 8% (49) 274Television: An avid fan 42% (437) 28% (295) 4% (4) 3% (39) 3% (26) 038Television: A casual fan 32% (323) 29% (29) 5% (5) 20% (97) 4% (43) 006Television: Not a fan 2% (35) 26% (43) 4% (23) 6% (26) 22% (35) 6Music: An avid fan 45% (533) 28% (33) 2% (46) 2% (36) 3% (36) 82Music: A casual fan 27% (243) 3% (279) 7% (59) 22% (96) 4% (34) 92Music: Not a fan 6% (8) 7% (9) 9% (0) 27% (30) 3% (34) Fashion: An avid fan 47% (57) 28% (95) 2% (4) 9% (29) 4% (3) 334Fashion: A casual fan 36% (320) 32% (287) 4% (22) 5% (34) 4% (33) 896Fashion: Not a fan 33% (38) 25% (248) 6% (52) 20% (200) 6% (58) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


92


Table AVE6_1: Would you see a movie with the following Marvel superheroes as the leading title character?Black Widow

Demographic

Yes, I definitelywould see that

movie

Yes, I probablywould see that

movie

No, I probablywouldn’t seethat movie

No, I definitelywouldn’t seethat movie Don’t know Total N

Adults 35% (76) 24% (539) 5% (332) 8% (393) 8% (80) 2205Gender: Male 4% (44) 23% (244) 3% (39) 5% (56) 8% (84) 064Gender: Female 28% (320) 26% (295) 7% (93) 2% (237) 8% (96) 4Age: 18-29 54% (256) 20% (93) % (52) 8% (38) 7% (3) 47Age: 30-44 43% (235) 29% (58) % (59) 9% (5) 7% (40) 544Age: 45-54 37% (44) 26% (02) 5% (58) 2% (49) 0% (40) 392Age: 55-64 20% (70) 24% (85) 20% (7) 28% (99) 0% (34) 360Age: 65+ 3% (56) 23% (00) 2% (9) 36% (56) 8% (35) 437Generation Z: 18-21 56% (93) 8% (30) 3% (2) 7% () 6% (0) 65Millennial: Age 22-37 49% (3) 26% (62) 0% (6) 9% (60) 6% (4) 635Generation X: Age 38-53 39% (220) 27% (52) 4% (8) 0% (58) 0% (57) 568Boomers: Age 54-72 7% (24) 24% (70) 20% (4) 29% (208) 9% (64) 706PID: Dem (no lean) 36% (263) 25% (79) 6% (7) 6% (7) 6% (47) 722PID: Ind (no lean) 35% (280) 26% (206) 4% () 5% (24) 0% (79) 800PID: Rep (no lean) 32% (27) 23% (55) 5% (03) 22% (52) 8% (54) 682PID/Gender: DemMen 44% (4) 2% (67) 6% (53) 5% (49) 4% (4) 324PID/Gender: DemWomen 3% (22) 28% () 6% (64) 7% (68) 8% (33) 398PID/Gender: Ind Men 42% (53) 25% (9) 0% (38) % (4) 2% (42) 366PID/Gender: Ind Women 29% (27) 26% (5) 7% (73) 9% (83) 8% (37) 434PID/Gender: Rep Men 39% (46) 23% (86) 3% (48) 8% (66) 8% (28) 374PID/Gender: Rep Women 23% (7) 22% (69) 8% (55) 28% (87) 8% (26) 308Ideo: Liberal (1-3) 40% (285) 23% (66) 5% (07) 5% (05) 7% (47) 70Ideo: Moderate (4) 33% (5) 28% (27) 3% (60) 20% (9) 7% (30) 459Ideo: Conservative (5-7) 27% (97) 26% (84) 9% (35) 2% (48) 8% (55) 78Educ: < College 36% (550) 24% (359) 4% (25) 7% (253) 9% (38) 56Educ: Bachelors degree 30% (34) 27% (2) 8% (79) 9% (86) 6% (25) 445Educ: Post-grad 3% (77) 24% (59) 6% (38) 22% (53) 7% (8) 245



93

Table AVE6_1


Demographic


movie


movie



Adults 35% (76) 24% (539) 5% (332) 8% (393) 8% (80) 2205Income: Under 50k 37% (502) 25% (34) 4% (86) 6% (222) 9% (2) 37Income: 50k-100k 3% (74) 25% (40) 7% (99) 20% (5) 7% (38) 565Income: 100k+ 32% (85) 22% (59) 7% (47) 2% (57) 8% (22) 269Ethnicity: White 30% (523) 24% (422) 7% (289) 20% (350) 8% (42) 726Ethnicity: Hispanic 53% (84) 2% (73) 0% (37) 9% (30) 8% (27) 350Ethnicity: Afr. Am. 5% (39) 26% (72) 0% (26) 8% (22) 6% (5) 275Ethnicity: Other 48% (98) 22% (46) 8% (6) 0% (2) % (23) 204Relig: Protestant 26% (2) 26% (23) 7% (78) 24% (5) 7% (34) 47Relig: Roman Catholic 29% (09) 2% (79) 7% (65) 25% (95) 8% (3) 380Relig: Ath./Agn./None 4% (270) 24% (60) 4% (9) 3% (89) 8% (54) 664Relig: Something Else 42% (59) 23% (87) 2% (44) 6% (6) 8% (3) 382Relig: Jewish 35% (9) 8% (0) 7% (9) 24% (3) 6% (3) 53Relig: All Christian 29% (332) 25% (293) 7% (97) 2% (243) 8% (95) 59Relig: All Non-Christian 4% (429) 24% (246) 3% (35) 4% (50) 8% (85) 046Community: Urban 40% (246) 24% (48) 2% (74) 4% (86) 0% (64) 68Community: Suburban 32% (304) 24% (22) 7% (59) 20% (9) 7% (63) 939Community: Rural 33% (2) 26% (69) 5% (99) 8% (6) 8% (53) 648Employ: Private Sector 40% (252) 29% (8) 2% (78) 3% (8) 5% (34) 626Employ: Government 47% (73) 2% (32) 2% (8) 6% (26) 5% (8) 56Employ: Self-Employed 43% (90) 26% (54) 7% (35) 3% (26) 2% (4) 209Employ: Homemaker 28% (42) 32% (49) 20% (30) 2% (9) 9% (3) 53Employ: Student 54% (60) 20% (22) % (3) 2% (4) 3% (4) 2Employ: Retired 7% (82) 20% (95) 20% (97) 34% (63) 0% (46) 483Employ: Unemployed 40% (9) 22% (5) 2% (28) 4% (33) 2% (27) 229Employ: Other 30% (72) 24% (57) 4% (33) 3% (3) 8% (44) 237Military HH: Yes 34% (39) 24% (98) 6% (65) 2% (84) 5% (2) 406Military HH: No 35% (622) 25% (442) 5% (267) 7% (309) 9% (59) 799RD/WT: Right Direction 3% (266) 24% (206) 5% (26) 20% (70) 0% (82) 85RD/WT: Wrong Track 37% (495) 25% (333) 5% (206) 6% (223) 7% (98) 354


94



Demographic


movie


movie



Adults 35% (76) 24% (539) 5% (332) 8% (393) 8% (80) 2205Trump Job Approve 32% (295) 24% (27) 5% (39) 20% (88) 9% (84) 924Trump Job Disapprove 38% (428) 26% (29) 5% (75) 7% (89) 5% (58) 40Trump Job Strongly Approve 30% (46) 23% (3) 6% (76) 22% (09) 9% (46) 490Trump Job Somewhat Approve 34% (49) 24% (04) 5% (63) 8% (79) 9% (38) 434Trump Job Somewhat Disapprove 39% (07) 29% (80) 4% (38) 2% (34) 5% (4) 272Trump Job Strongly Disapprove 37% (32) 24% (2) 6% (36) 8% (55) 5% (44) 868Favorable of Trump 3% (287) 23% (22) 6% (47) 2% (92) 8% (74) 9Unfavorable of Trump 38% (425) 26% (293) 5% (66) 6% (76) 6% (70) 30Very Favorable of Trump 3% (68) 23% (24) 6% (85) 22% (20) 8% (46) 543Somewhat Favorable of Trump 32% (9) 24% (88) 7% (6) 9% (72) 8% (28) 368Somewhat Unfavorable of Trump 42% (94) 29% (65) 2% (26) % (26) 6% (3) 223Very Unfavorable of Trump 36% (33) 25% (228) 5% (40) 7% (50) 6% (57) 907#1 Issue: Economy 40% (235) 26% (55) 5% (90) 2% (70) 6% (37) 588#1 Issue: Security 27% (7) 22% (93) 6% (7) 24% (05) 0% (44) 430#1 Issue: Health Care 39% (5) 24% (92) 4% (52) 7% (66) 6% (24) 385#1 Issue: Medicare / Social Security 22% (65) 24% (73) 5% (46) 28% (83) % (32) 299#1 Issue: Women’s Issues 38% (47) 30% (37) 5% (9) 0% (3) 6% (7) 22#1 Issue: Education 45% (68) 7% (26) 4% (2) 3% (20) 0% (6) 5#1 Issue: Energy 35% (36) 28% (28) 5% (5) 7% (7) 5% (5) 02#1 Issue: Other 33% (42) 27% (34) 3% (7) 5% (9) 2% (6) 292018 House Vote: Democrat 36% (274) 23% (78) 8% (42) 7% (28) 6% (47) 7702018 House Vote: Republican 29% (93) 25% (69) 6% (04) 22% (46) 9% (60) 6722018 House Vote: Someone else 3% (34) 28% (30) 6% (8) 5% (6) 0% () 02018 House Vote: Didnt Vote 40% (259) 25% (60) 0% (68) 6% (0) 0% (63) 6502016 Vote: Hillary Clinton 33% (29) 24% (60) 8% (2) 9% (28) 5% (35) 6632016 Vote: Donald Trump 27% (8) 25% (65) 5% (02) 25% (65) 8% (55) 6682016 Vote: Someone else 36% (70) 23% (45) 8% (35) 5% (29) 8% (6) 962016 Vote: Didnt Vote 43% (289) 25% (69) % (74) 0% (70) % (73) 675



95

Table AVE6_1


Demographic


movie


movie



Adults 35% (76) 24% (539) 5% (332) 8% (393) 8% (80) 2205Voted in 2014: Yes 32% (430) 25% (340) 6% (223) 20% (274) 7% (97) 364Voted in 2014: No 39% (33) 24% (99) 3% (09) 4% (9) 0% (83) 842012 Vote: Barack Obama 35% (287) 24% (98) 7% (4) 7% (42) 6% (49) 872012 Vote: Mitt Romney 23% (9) 25% (32) 8% (92) 26% (37) 8% (44) 5242012 Vote: Other 3% (32) 26% (27) 4% (4) 23% (24) 7% (7) 032012 Vote: Didn’t Vote 43% (323) 24% (82) % (85) 2% (88) % (80) 7584-Region: Northeast 30% (7) 20% (77) 7% (67) 23% (9) % (43) 3944-Region: Midwest 33% (54) 24% (0) 5% (68) 20% (90) 9% (4) 4634-Region: South 34% (284) 27% (224) 4% (9) 7% (42) 7% (57) 8264-Region: West 39% (206) 25% (28) 5% (78) 3% (69) 8% (40) 52Evangelical 30% (90) 28% (76) 7% (06) 8% (4) 8% (54) 640Non-Evangelical 36% (57) 23% (363) 4% (226) 8% (279) 8% (27) 565TV shows: Every day 4% (445) 23% (256) 5% (67) 6% (70) 5% (57) 095TV shows: Several times per week 32% (70) 28% (50) 6% (85) 9% (0) 5% (29) 536TV shows: About once per week 38% (5) 9% (25) 2% (6) 23% (3) 8% () 34TV shows: Several times per month 28% (32) 27% (30) 9% (2) 6% (8) 0% (2) 3TV shows: About once per month 8% (3) 23% (6) 8% (3) 22% (6) 20% (4) 7TV shows: Less often than once per month 27% (27) 26% (26) 5% (5) 24% (24) 8% (8) 00TV shows: Never 5% (23) 23% (36) 0% (5) 2% (33) 32% (50) 56Movies: Every day 59% (268) 20% (90) 0% (47) 8% (36) 3% (5) 455Movies: Several times per week 39% (27) 27% (53) 5% (83) 5% (85) 4% (20) 558Movies: About once per week 35% (25) 28% (00) 5% (54) 5% (56) 7% (27) 362Movies: Several times per month 27% (76) 29% (83) 8% (52) 8% (49) 8% (2) 28Movies: About once per month 20% (35) 27% (47) 20% (35) 22% (39) 0% (7) 72Movies: Less often than once per month 2% (26) 24% (50) 9% (4) 35% (74) 0% (2) 2Movies: Never 9% (4) 0% (7) 2% (2) 33% (55) 36% (59) 66


96



Demographic


movie


movie



Adults 35% (76) 24% (539) 5% (332) 8% (393) 8% (80) 2205Sports: Every day 5% (0) 6% (32) 2% (23) 8% (35) 4% (8) 98Sports: Several times per week 40% (32) 25% (83) 2% (39) 8% (59) 5% (7) 330Sports: About once per week 35% (95) 28% (76) 6% (42) 5% (42) 6% (7) 272Sports: Several times per month 35% (56) 27% (43) 3% (2) 6% (26) 9% (3) 58Sports: About once per month 34% (52) 27% (4) 7% (26) 5% (23) 6% (9) 5Sports: Less often than once per month 3% (8) 29% (08) 7% (63) 7% (63) 7% (25) 378Sports: Never 29% (207) 22% (58) 6% (7) 20% (45) 3% (9) 78Cable: I currently subscribe 37% (377) 22% (225) 4% (44) 9% (94) 7% (75) 05Cable: I subscribed in the past 3% (243) 30% (234) 7% (33) 5% (22) 8% (6) 793Cable: I have never subscribed 36% (42) 20% (80) 4% (55) 9% (77) % (44) 397Satellite television: I currently subscribe 39% (92) 9% (9) 4% (7) 9% (9) 0% (48) 492Satellite television: I subscribed in the past 36% (254) 27% (90) 5% (05) 6% (3) 7% (48) 70Satellite television: I have never subscribed 3% (35) 26% (258) 6% (56) 9% (89) 8% (84) 003Streaming service: I currently subscribe 40% (497) 26% (32) 4% (77) 2% (48) 7% (87) 229Streaming service: I subscribed in the past 39% (00) 27% (68) 2% (3) 4% (36) 8% (20) 255Streaming service: I have never subscribed 23% (64) 2% (50) 7% (24) 29% (209) 0% (73) 72Film: An avid fan 53% (406) 22% (73) 2% (95) 9% (70) 3% (26) 770Film: A casual fan 27% (34) 28% (323) 8% (206) 9% (225) 8% (93) 6Film: Not a fan 5% (40) 6% (43) % (3) 36% (99) 22% (60) 274Television: An avid fan 40% (47) 26% (270) 3% (37) 5% (58) 5% (55) 038Television: A casual fan 30% (305) 24% (237) 8% (76) 20% (20) 9% (86) 006Television: Not a fan 24% (38) 20% (32) % (8) 2% (33) 25% (40) 6Music: An avid fan 43% (507) 24% (283) 4% (62) 4% (66) 5% (64) 82Music: A casual fan 26% (234) 26% (237) 7% (53) 23% (207) 9% (8) 92Music: Not a fan 7% (9) 8% (20) 5% (7) 8% (20) 32% (35) Fashion: An avid fan 48% (6) 24% (80) 3% (45) % (36) 4% (2) 334Fashion: A casual fan 34% (304) 29% (26) 4% (25) 7% (54) 6% (53) 896Fashion: Not a fan 30% (296) 20% (99) 7% (63) 2% (202) 2% (5) 975



97

Table AVE6_1


Demographic


movie


movie



Adults 35% (76) 24% (539) 5% (332) 8% (393) 8% (80) 2205Sporting events: Every day 5% (0) 6% (32) 2% (23) 8% (35) 4% (8) 98Sporting events: Several times per week 40% (32) 25% (83) 2% (39) 8% (59) 5% (7) 330Sporting events: About once per week 35% (95) 28% (76) 6% (42) 5% (42) 6% (7) 272Sporting events: Several times per month 35% (56) 27% (43) 3% (2) 6% (26) 9% (3) 58Sporting events: About once per month 34% (52) 27% (4) 7% (26) 5% (23) 6% (9) 5Sporting events: Less often than once per month 3% (8) 29% (08) 7% (63) 7% (63) 7% (25) 378Sporting events: Never 29% (207) 22% (58) 6% (7) 20% (45) 3% (9) 78Cable television: I currently subscribe 37% (377) 22% (225) 4% (44) 9% (94) 7% (75) 05Cable television: I subscribed in the past 3% (243) 30% (234) 7% (33) 5% (22) 8% (6) 793Cable television: I have never subscribed 36% (42) 20% (80) 4% (55) 9% (77) % (44) 397Satellite television: I currently subscribe 39% (92) 9% (9) 4% (7) 9% (9) 0% (48) 492Satellite television: I subscribed in the past 36% (254) 27% (90) 5% (05) 6% (3) 7% (48) 70Satellite television: I have never subscribed 3% (35) 26% (258) 6% (56) 9% (89) 8% (84) 003Streaming service: I currently subscribe 40% (497) 26% (32) 4% (77) 2% (48) 7% (87) 229Streaming service: I subscribed in the past 39% (00) 27% (68) 2% (3) 4% (36) 8% (20) 255Streaming service: I have never subscribed 23% (64) 2% (50) 7% (24) 29% (209) 0% (73) 72Film: An avid fan 53% (406) 22% (73) 2% (95) 9% (70) 3% (26) 770Film: A casual fan 27% (34) 28% (323) 8% (206) 9% (225) 8% (93) 6Film: Not a fan 5% (40) 6% (43) % (3) 36% (99) 22% (60) 274Television: An avid fan 40% (47) 26% (270) 3% (37) 5% (58) 5% (55) 038Television: A casual fan 30% (305) 24% (237) 8% (76) 20% (20) 9% (86) 006Television: Not a fan 24% (38) 20% (32) % (8) 2% (33) 25% (40) 6Music: An avid fan 43% (507) 24% (283) 4% (62) 4% (66) 5% (64) 82Music: A casual fan 26% (234) 26% (237) 7% (53) 23% (207) 9% (8) 92Music: Not a fan 7% (9) 8% (20) 5% (7) 8% (20) 32% (35) Fashion: An avid fan 48% (6) 24% (80) 3% (45) % (36) 4% (2) 334Fashion: A casual fan 34% (304) 29% (26) 4% (25) 7% (54) 6% (53) 896Fashion: Not a fan 30% (296) 20% (99) 7% (63) 2% (202) 2% (5) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


98


Table AVE6_2: Would you see a movie with the following Marvel superheroes as the leading title character?Drax

Demographic


movie


movie



Adults 25% (542) 22% (480) 2% (470) 23% (5) 9% (202) 2205Gender: Male 3% (330) 24% (256) 9% (204) 8% (88) 8% (87) 064Gender: Female 9% (22) 20% (225) 23% (267) 28% (323) 0% (5) 4Age: 18-29 4% (92) 24% (5) 8% (84) 9% (43) 8% (37) 47Age: 30-44 32% (73) 27% (48) 2% (2) % (62) 9% (49) 544Age: 45-54 22% (87) 26% (00) 22% (86) 20% (80) 0% (40) 392Age: 55-64 4% (5) 9% (67) 23% (83) 35% (26) 9% (34) 360Age: 65+ 9% (39) 2% (5) 24% (05) 46% (200) 0% (43) 437Generation Z: 18-21 39% (65) 28% (47) 7% (28) 9% (5) 7% () 65Millennial: Age 22-37 40% (25) 23% (46) 9% (8) 0% (63) 9% (58) 635Generation X: Age 38-53 23% (32) 28% (59) 22% (24) 7% (99) 0% (54) 568Boomers: Age 54-72 2% (85) 7% (8) 24% (72) 37% (259) 0% (72) 706PID: Dem (no lean) 23% (67) 24% (7) 23% (66) 23% (66) 7% (52) 722PID: Ind (no lean) 26% (209) 23% (8) 2% (67) 9% (54) % (90) 800PID: Rep (no lean) 24% (66) 9% (28) 20% (37) 28% (9) 9% (60) 682PID/Gender: DemMen 3% (99) 26% (85) 20% (66) 8% (57) 5% (7) 324PID/Gender: DemWomen 7% (68) 22% (87) 25% (00) 27% (09) 9% (34) 398PID/Gender: Ind Men 3% (4) 24% (89) 6% (58) 6% (57) 3% (47) 366PID/Gender: Ind Women 22% (94) 2% (9) 25% (09) 22% (97) 0% (43) 434PID/Gender: Rep Men 3% (6) 22% (82) 2% (79) 20% (73) 6% (23) 374PID/Gender: Rep Women 6% (49) 5% (46) 9% (58) 38% (8) 2% (37) 308Ideo: Liberal (1-3) 28% (99) 22% (56) 23% (62) 9% (38) 8% (56) 70Ideo: Moderate (4) 22% (0) 23% (04) 24% (0) 25% (6) 6% (29) 459Ideo: Conservative (5-7) 9% (36) 2% (52) 22% (60) 28% (99) 0% (72) 78Educ: < College 27% (405) 22% (33) 20% (299) 2% (37) % (64) 56Educ: Bachelors degree 2% (92) 22% (96) 25% () 28% (23) 5% (23) 445Educ: Post-grad 8% (44) 22% (53) 24% (60) 29% (72) 6% (5) 245



99

Table AVE6_2


Demographic


movie


movie



Adults 25% (542) 22% (480) 2% (470) 23% (5) 9% (202) 2205Income: Under 50k 26% (36) 23% (38) 20% (276) 20% (275) 0% (40) 37Income: 50k-100k 2% (20) 20% () 25% (40) 28% (57) 6% (37) 565Income: 100k+ 22% (60) 9% (5) 20% (54) 29% (79) 9% (25) 269Ethnicity: White 2% (368) 2% (364) 22% (378) 26% (455) 9% (60) 726Ethnicity: Hispanic 38% (32) 25% (87) 20% (7) 8% (29) 9% (30) 350Ethnicity: Afr. Am. 36% (98) 23% (62) 20% (54) 2% (32) 0% (27) 275Ethnicity: Other 37% (75) 26% (53) 9% (38) % (23) 7% (5) 204Relig: Protestant 6% (76) 20% (92) 24% (4) 32% (5) 8% (38) 47Relig: Roman Catholic 20% (76) 9% (73) 23% (86) 30% (4) 8% (3) 380Relig: Ath./Agn./None 30% (200) 23% (5) 20% (32) 8% (2) 9% (60) 664Relig: Something Else 29% (0) 25% (96) 8% (68) 20% (75) 8% (32) 382Relig: Jewish 26% (4) 7% (9) 9% (0) 3% (7) 7% (4) 53Relig: All Christian 20% (232) 20% (232) 23% (270) 27% (35) 9% (0) 59Relig: All Non-Christian 30% (30) 24% (248) 9% (200) 9% (96) 9% (92) 046Community: Urban 3% (95) 22% (36) 2% (32) 6% (97) 0% (60) 68Community: Suburban 2% (202) 22% (209) 22% (2) 26% (242) 8% (76) 939Community: Rural 22% (45) 2% (36) 20% (28) 27% (72) 0% (66) 648Employ: Private Sector 26% (65) 26% (64) 22% (40) 8% (2) 7% (45) 626Employ: Government 32% (5) 24% (37) 7% (26) 2% (32) 6% (0) 56Employ: Self-Employed 28% (58) 25% (53) 27% (57) 7% (36) 3% (6) 209Employ: Homemaker 24% (37) 2% (32) 26% (40) 20% (30) 9% (4) 53Employ: Student 34% (38) 28% (3) 8% (20) 5% (7) 5% (5) 2Employ: Retired % (54) 2% (56) 24% (7) 42% (204) % (52) 483Employ: Unemployed 34% (78) 23% (5) 4% (33) 7% (39) 2% (28) 229Employ: Other 26% (62) 23% (55) 6% (37) 7% (4) 8% (42) 237Military HH: Yes 23% (94) 22% (90) 23% (93) 27% (09) 5% (9) 406Military HH: No 25% (448) 22% (390) 2% (377) 22% (402) 0% (83) 799RD/WT: Right Direction 25% (209) 8% (56) 2% (77) 25% (22) % (97) 85RD/WT: Wrong Track 25% (332) 24% (325) 22% (293) 22% (299) 8% (05) 354


100



Demographic


movie


movie



Adults 25% (542) 22% (480) 2% (470) 23% (5) 9% (202) 2205Trump Job Approve 25% (229) 9% (76) 20% (89) 26% (236) 0% (94) 924Trump Job Disapprove 24% (276) 24% (276) 22% (255) 22% (253) 7% (80) 40Trump Job Strongly Approve 25% (24) 6% (8) 2% (04) 26% (29) % (52) 490Trump Job Somewhat Approve 24% (05) 22% (95) 20% (85) 25% (08) 0% (4) 434Trump Job Somewhat Disapprove 23% (63) 27% (73) 22% (59) 8% (50) 0% (28) 272Trump Job Strongly Disapprove 25% (24) 23% (203) 23% (96) 23% (203) 6% (52) 868Favorable of Trump 25% (224) 9% (7) 2% (92) 26% (236) 0% (88) 9Unfavorable of Trump 24% (270) 25% (279) 22% (252) 22% (245) 7% (84) 30Very Favorable of Trump 25% (38) 7% (93) 22% (9) 26% (43) 9% (5) 543Somewhat Favorable of Trump 23% (86) 2% (78) 20% (74) 25% (93) 0% (38) 368Somewhat Unfavorable of Trump 25% (55) 3% (68) 5% (34) 2% (47) 9% (9) 223Very Unfavorable of Trump 24% (25) 23% (2) 24% (29) 22% (98) 7% (65) 907#1 Issue: Economy 3% (8) 24% (44) 20% (8) 6% (96) 8% (49) 588#1 Issue: Security 7% (72) 9% (8) 23% (0) 30% (3) % (46) 430#1 Issue: Health Care 29% () 24% (93) 7% (65) 22% (83) 8% (32) 385#1 Issue: Medicare / Social Security 4% (43) 6% (49) 23% (69) 36% (08) 0% (30) 299#1 Issue: Women’s Issues 22% (27) 25% (3) 28% (34) 8% (22) 7% (8) 22#1 Issue: Education 34% (5) 8% (27) 24% (36) 6% (24) 8% (2) 5#1 Issue: Energy 30% (30) 20% (20) 23% (23) 2% (22) 6% (6) 02#1 Issue: Other 20% (26) 27% (34) 8% (23) 20% (26) 5% (20) 292018 House Vote: Democrat 2% (65) 24% (82) 24% (85) 24% (84) 7% (54) 7702018 House Vote: Republican 22% (5) 8% (9) 22% (48) 28% (88) 0% (67) 6722018 House Vote: Someone else 23% (25) 25% (28) 27% (30) 5% (7) 9% (0) 02018 House Vote: Didnt Vote 3% (20) 23% (50) 6% (07) 9% (2) % (7) 6502016 Vote: Hillary Clinton 20% (30) 25% (63) 24% (62) 26% (7) 6% (38) 6632016 Vote: Donald Trump 20% (3) 9% (25) 23% (5) 30% (200) 9% (62) 6682016 Vote: Someone else 25% (49) 9% (37) 25% (49) 22% (43) 9% (8) 962016 Vote: Didnt Vote 34% (230) 23% (55) 6% (09) 4% (96) 3% (85) 675



101

Table AVE6_2


Demographic


movie


movie



Adults 25% (542) 22% (480) 2% (470) 23% (5) 9% (202) 2205Voted in 2014: Yes 2% (288) 2% (286) 24% (326) 26% (359) 8% (06) 364Voted in 2014: No 30% (253) 23% (94) 7% (45) 8% (52) % (97) 842012 Vote: Barack Obama 23% (87) 23% (88) 23% (89) 24% (95) 7% (59) 872012 Vote: Mitt Romney 7% (87) 7% (9) 25% (3) 32% (67) 9% (48) 5242012 Vote: Other 9% (9) 2% (2) 22% (22) 29% (30) 0% (0) 032012 Vote: Didn’t Vote 33% (249) 24% (79) 7% (29) 6% (8) % (84) 7584-Region: Northeast 2% (84) 4% (55) 25% (97) 32% (25) 8% (33) 3944-Region: Midwest 24% (3) 23% (04) 9% (88) 25% (6) 9% (42) 4634-Region: South 26% (28) 22% (80) 2% (69) 22% (84) 9% (75) 8264-Region: West 24% (26) 27% (4) 22% (6) 6% (86) 0% (53) 52Evangelical 20% (29) 22% (40) 24% (52) 24% (52) 0% (66) 640Non-Evangelical 26% (42) 22% (340) 20% (38) 23% (359) 9% (36) 565TV shows: Every day 29% (320) 2% (226) 2% (235) 22% (238) 7% (76) 095TV shows: Several times per week 23% (2) 24% (27) 24% (3) 22% (6) 7% (40) 536TV shows: About once per week 23% (3) 26% (35) 8% (24) 25% (34) 8% () 34TV shows: Several times per month 22% (25) 22% (24) 24% (27) 2% (24) % (2) 3TV shows: About once per month 5% (3) 32% (23) 7% (2) 33% (23) 4% (0) 7TV shows: Less often than once per month 20% (20) 22% (22) 4% (4) 29% (29) 5% (5) 00TV shows: Never 4% (22) 4% (22) 8% (28) 30% (47) 24% (38) 56Movies: Every day 48% (26) 20% (93) 7% (78) % (49) 4% (9) 455Movies: Several times per week 25% (38) 29% (59) 2% (8) 20% (0) 6% (33) 558Movies: About once per week 2% (78) 2% (77) 25% (92) 22% (79) 0% (37) 362Movies: Several times per month 8% (50) 23% (66) 24% (69) 25% (70) 9% (26) 28Movies: About once per month 5% (25) 2% (36) 24% (42) 30% (52) 0% (7) 72Movies: Less often than once per month 9% (20) 7% (37) 22% (47) 4% (86) 0% (22) 2Movies: Never 9% (5) 8% (4) 5% (25) 40% (66) 29% (47) 66


102



Demographic


movie


movie



Adults 25% (542) 22% (480) 2% (470) 23% (5) 9% (202) 2205Sports: Every day 32% (64) 2% (42) 23% (46) 4% (28) 9% (8) 98Sports: Several times per week 3% (02) 2% (7) 9% (62) 23% (75) 6% (2) 330Sports: About once per week 20% (56) 26% (7) 23% (63) 22% (59) 9% (23) 272Sports: Several times per month 26% (4) 5% (24) 28% (45) 2% (34) 9% (4) 58Sports: About once per month 22% (33) 23% (35) 23% (35) 23% (35) 8% (3) 5Sports: Less often than once per month 22% (8) 23% (88) 24% (89) 24% (9) 7% (28) 378Sports: Never 23% (64) 2% (49) 8% (3) 26% (89) 2% (85) 78Cable: I currently subscribe 26% (265) 8% (78) 23% (235) 24% (248) 9% (89) 05Cable: I subscribed in the past 2% (66) 28% (22) 22% (73) 20% (63) 9% (7) 793Cable: I have never subscribed 28% () 20% (80) 6% (62) 25% (0) % (43) 397Satellite television: I currently subscribe 27% (35) 8% (88) 8% (89) 25% (24) % (56) 492Satellite television: I subscribed in the past 24% (70) 25% (77) 24% (7) 20% (39) 7% (53) 70Satellite television: I have never subscribed 24% (237) 2% (25) 2% (209) 25% (248) 9% (93) 003Streaming service: I currently subscribe 29% (35) 23% (284) 22% (276) 7% (2) 9% (07) 229Streaming service: I subscribed in the past 23% (60) 3% (78) 20% (5) 8% (45) 8% (2) 255Streaming service: I have never subscribed 8% (30) 6% (8) 20% (44) 35% (254) 0% (74) 72Film: An avid fan 38% (296) 27% (204) 7% (34) 3% (98) 5% (38) 770Film: A casual fan 8% (2) 22% (253) 25% (295) 26% (299) 9% (03) 6Film: Not a fan 3% (35) 8% (23) 5% (4) 42% (4) 22% (6) 274Television: An avid fan 29% (305) 2% (26) 2% (26) 2% (223) 8% (78) 038Television: A casual fan 2% (209) 23% (235) 23% (227) 25% (248) 9% (88) 006Television: Not a fan 7% (28) 8% (29) 7% (27) 25% (4) 23% (36) 6Music: An avid fan 30% (359) 24% (289) 9% (228) 8% (27) 8% (89) 82Music: A casual fan 8% (65) 9% (75) 25% (224) 28% (258) 0% (89) 92Music: Not a fan 6% (8) 4% (6) 6% (8) 32% (35) 22% (24) Fashion: An avid fan 33% () 9% (64) 23% (76) 7% (57) 8% (25) 334Fashion: A casual fan 23% (203) 25% (223) 22% (93) 23% (206) 8% (72) 896Fashion: Not a fan 23% (228) 20% (93) 2% (20) 25% (248) % (05) 975



103

Table AVE6_2


Demographic


movie


movie



Adults 25% (542) 22% (480) 2% (470) 23% (5) 9% (202) 2205Sporting events: Every day 32% (64) 2% (42) 23% (46) 4% (28) 9% (8) 98Sporting events: Several times per week 3% (02) 2% (7) 9% (62) 23% (75) 6% (2) 330Sporting events: About once per week 20% (56) 26% (7) 23% (63) 22% (59) 9% (23) 272Sporting events: Several times per month 26% (4) 5% (24) 28% (45) 2% (34) 9% (4) 58Sporting events: About once per month 22% (33) 23% (35) 23% (35) 23% (35) 8% (3) 5Sporting events: Less often than once per month 22% (8) 23% (88) 24% (89) 24% (9) 7% (28) 378Sporting events: Never 23% (64) 2% (49) 8% (3) 26% (89) 2% (85) 78Cable television: I currently subscribe 26% (265) 8% (78) 23% (235) 24% (248) 9% (89) 05Cable television: I subscribed in the past 2% (66) 28% (22) 22% (73) 20% (63) 9% (7) 793Cable television: I have never subscribed 28% () 20% (80) 6% (62) 25% (0) % (43) 397Satellite television: I currently subscribe 27% (35) 8% (88) 8% (89) 25% (24) % (56) 492Satellite television: I subscribed in the past 24% (70) 25% (77) 24% (7) 20% (39) 7% (53) 70Satellite television: I have never subscribed 24% (237) 2% (25) 2% (209) 25% (248) 9% (93) 003Streaming service: I currently subscribe 29% (35) 23% (284) 22% (276) 7% (2) 9% (07) 229Streaming service: I subscribed in the past 23% (60) 3% (78) 20% (5) 8% (45) 8% (2) 255Streaming service: I have never subscribed 8% (30) 6% (8) 20% (44) 35% (254) 0% (74) 72Film: An avid fan 38% (296) 27% (204) 7% (34) 3% (98) 5% (38) 770Film: A casual fan 8% (2) 22% (253) 25% (295) 26% (299) 9% (03) 6Film: Not a fan 3% (35) 8% (23) 5% (4) 42% (4) 22% (6) 274Television: An avid fan 29% (305) 2% (26) 2% (26) 2% (223) 8% (78) 038Television: A casual fan 2% (209) 23% (235) 23% (227) 25% (248) 9% (88) 006Television: Not a fan 7% (28) 8% (29) 7% (27) 25% (4) 23% (36) 6Music: An avid fan 30% (359) 24% (289) 9% (228) 8% (27) 8% (89) 82Music: A casual fan 8% (65) 9% (75) 25% (224) 28% (258) 0% (89) 92Music: Not a fan 6% (8) 4% (6) 6% (8) 32% (35) 22% (24) Fashion: An avid fan 33% () 9% (64) 23% (76) 7% (57) 8% (25) 334Fashion: A casual fan 23% (203) 25% (223) 22% (93) 23% (206) 8% (72) 896Fashion: Not a fan 23% (228) 20% (93) 2% (20) 25% (248) % (05) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


104


Table AVE6_3: Would you see a movie with the following Marvel superheroes as the leading title character?Gamora

Demographic


movie


movie



Adults 27% (604) 24% (522) 8% (402) 2% (468) 9% (209) 2205Gender: Male 32% (343) 26% (278) 6% (72) 8% (89) 8% (82) 064Gender: Female 23% (26) 2% (244) 20% (230) 24% (279) % (27) 4Age: 18-29 44% (209) 22% (05) 7% (8) 8% (39) 8% (36) 47Age: 30-44 36% (98) 27% (48) 6% (88) % (59) 9% (5) 544Age: 45-54 27% (06) 26% (02) 9% (73) 8% (69) % (42) 392Age: 55-64 4% (49) 23% (82) 20% (73) 33% (2) 0% (35) 360Age: 65+ 9% (4) 9% (84) 20% (88) 4% (80) 0% (45) 437Generation Z: 18-21 43% (70) 26% (43) 8% (29) 7% () 7% () 65Millennial: Age 22-37 43% (27) 22% (40) 6% (03) 0% (64) 9% (56) 635Generation X: Age 38-53 29% (64) 28% (62) 8% (00) 5% (83) 0% (58) 568Boomers: Age 54-72 2% (88) 22% (57) 2% (45) 34% (243) 0% (73) 706PID: Dem (no lean) 27% (93) 27% (96) 8% (33) 20% (42) 8% (58) 722PID: Ind (no lean) 29% (235) 23% (8) 9% (48) 8% (48) % (89) 800PID: Rep (no lean) 26% (76) 2% (45) 8% (2) 26% (78) 9% (63) 682PID/Gender: DemMen 33% (06) 29% (95) 7% (55) 6% (52) 5% (6) 324PID/Gender: DemWomen 22% (87) 25% (0) 20% (78) 23% (90) % (42) 398PID/Gender: Ind Men 33% (9) 25% (92) 6% (60) 5% (56) % (39) 366PID/Gender: Ind Women 27% (6) 20% (89) 20% (88) 2% (9) 2% (50) 434PID/Gender: Rep Men 32% (8) 24% (90) 5% (57) 22% (80) 7% (28) 374PID/Gender: Rep Women 9% (58) 8% (55) 2% (64) 32% (97) % (35) 308Ideo: Liberal (1-3) 33% (234) 25% (75) 8% (27) 7% (24) 7% (5) 70Ideo: Moderate (4) 27% (24) 25% (3) 8% (82) 22% (0) 9% (39) 459Ideo: Conservative (5-7) 2% (54) 2% (52) 2% (54) 26% (90) 0% (69) 78Educ: < College 29% (443) 23% (344) 8% (27) 9% (294) % (62) 56Educ: Bachelors degree 23% (03) 26% (8) 9% (83) 25% () 7% (30) 445Educ: Post-grad 23% (57) 24% (60) 9% (48) 26% (63) 7% (7) 245



105

Table AVE6_3


Demographic


movie


movie



Adults 27% (604) 24% (522) 8% (402) 2% (468) 9% (209) 2205Income: Under 50k 29% (398) 24% (329) 9% (256) 8% (247) 0% (4) 37Income: 50k-100k 25% (38) 24% (36) 8% (02) 26% (46) 8% (43) 565Income: 100k+ 25% (68) 2% (57) 7% (45) 28% (75) 9% (25) 269Ethnicity: White 24% (406) 24% (4) 9% (322) 25% (423) 9% (64) 726Ethnicity: Hispanic 4% (44) 25% (87) 6% (57) 9% (33) 8% (29) 350Ethnicity: Afr. Am. 43% (7) 25% (69) 5% (4) 9% (24) 9% (24) 275Ethnicity: Other 40% (8) 2% (42) 9% (39) 0% (2) 0% (2) 204Relig: Protestant 8% (86) 24% (3) 20% (94) 30% (4) 8% (37) 47Relig: Roman Catholic 22% (82) 23% (88) 9% (7) 26% (98) 0% (40) 380Relig: Ath./Agn./None 34% (228) 22% (46) 8% (7) 7% () 0% (63) 664Relig: Something Else 34% (30) 23% (88) 7% (65) 8% (68) 8% (3) 382Relig: Jewish 29% (6) % (6) 7% (9) 29% (5) 3% (7) 53Relig: All Christian 2% (247) 25% (287) 9% (22) 25% (289) 0% (5) 59Relig: All Non-Christian 34% (357) 22% (235) 7% (82) 7% (79) 9% (94) 046Community: Urban 32% (98) 25% (53) 7% (07) 6% (98) 0% (63) 68Community: Suburban 25% (236) 23% (22) 9% (80) 24% (224) 8% (78) 939Community: Rural 26% (7) 23% (49) 8% (5) 22% (46) 0% (67) 648Employ: Private Sector 3% (95) 29% (83) 7% (09) 6% (98) 7% (42) 626Employ: Government 38% (60) 22% (34) 5% (23) 7% (27) 8% (2) 56Employ: Self-Employed 36% (75) 23% (49) 2% (43) 6% (33) 4% (9) 209Employ: Homemaker 26% (40) 22% (34) 22% (34) 5% (23) 4% (2) 53Employ: Student 39% (44) 28% (3) 7% (9) % (2) 5% (6) 2Employ: Retired 2% (59) 8% (87) 20% (96) 39% (90) 0% (5) 483Employ: Unemployed 29% (66) 22% (50) 8% (40) 7% (39) 5% (34) 229Employ: Other 28% (65) 22% (53) 6% (38) 9% (46) 5% (35) 237Military HH: Yes 26% (04) 24% (99) 20% (82) 24% (96) 6% (26) 406Military HH: No 28% (500) 24% (423) 8% (320) 2% (372) 0% (84) 799RD/WT: Right Direction 27% (226) 2% (77) 8% (54) 23% (99) % (95) 85RD/WT: Wrong Track 28% (379) 25% (344) 8% (248) 20% (268) 8% (4) 354


106



Demographic


movie


movie



Adults 27% (604) 24% (522) 8% (402) 2% (468) 9% (209) 2205Trump Job Approve 25% (235) 2% (97) 9% (72) 24% (220) % (99) 924Trump Job Disapprove 29% (33) 27% (303) 8% (20) 9% (22) 7% (75) 40Trump Job Strongly Approve 25% (2) 20% (99) 9% (93) 25% (24) % (53) 490Trump Job Somewhat Approve 26% (4) 23% (98) 8% (80) 22% (95) % (47) 434Trump Job Somewhat Disapprove 3% (85) 28% (77) 9% (50) 6% (44) 6% (6) 272Trump Job Strongly Disapprove 28% (246) 26% (227) 8% (59) 20% (77) 7% (59) 868Favorable of Trump 24% (222) 22% (204) 9% (7) 24% (222) 0% (92) 9Unfavorable of Trump 29% (326) 26% (29) 9% (27) 9% (29) 7% (77) 30Very Favorable of Trump 26% (4) 2% (3) 8% (98) 25% (37) 0% (53) 543Somewhat Favorable of Trump 22% (8) 25% (9) 20% (73) 23% (85) 0% (38) 368Somewhat Unfavorable of Trump 3% (70) 26% (57) 2% (46) 7% (39) 5% () 223Very Unfavorable of Trump 28% (256) 26% (233) 9% (7) 20% (80) 7% (67) 907#1 Issue: Economy 32% (87) 25% (45) 20% (6) 6% (93) 8% (46) 588#1 Issue: Security 20% (88) 9% (82) 20% (84) 28% (2) 3% (55) 430#1 Issue: Health Care 33% (26) 26% (00) 4% (52) 9% (75) 8% (3) 385#1 Issue: Medicare / Social Security 5% (45) 24% (7) 6% (48) 34% (02) % (33) 299#1 Issue: Women’s Issues 35% (43) 29% (35) 8% (22) 3% (6) 5% (6) 22#1 Issue: Education 35% (53) 9% (28) 8% (28) 7% (25) % (7) 5#1 Issue: Energy 26% (26) 29% (30) 28% (29) 3% (3) 3% (3) 02#1 Issue: Other 28% (36) 24% (3) 8% (23) 7% (22) 3% (6) 292018 House Vote: Democrat 28% (22) 25% (96) 20% (56) 20% (54) 7% (5) 7702018 House Vote: Republican 23% (55) 22% (49) 8% (23) 27% (78) 0% (67) 6722018 House Vote: Someone else 27% (30) 24% (27) 9% (2) 4% (6) 5% (7) 02018 House Vote: Didnt Vote 32% (208) 23% (49) 6% (02) 8% (8) % (74) 6502016 Vote: Hillary Clinton 27% (76) 25% (69) 9% (27) 22% (48) 7% (43) 6632016 Vote: Donald Trump 2% (40) 22% (46) 9% (26) 28% (88) 0% (68) 6682016 Vote: Someone else 28% (54) 25% (49) 20% (39) 7% (34) 0% (20) 962016 Vote: Didnt Vote 34% (232) 23% (58) 6% (0) 4% (97) % (77) 675



107

Table AVE6_3


Demographic


movie


movie



Adults 27% (604) 24% (522) 8% (402) 2% (468) 9% (209) 2205Voted in 2014: Yes 24% (33) 24% (333) 9% (257) 24% (323) 9% (20) 364Voted in 2014: No 32% (273) 22% (89) 7% (45) 7% (45) % (89) 842012 Vote: Barack Obama 27% (27) 26% (2) 9% (59) 2% (73) 7% (57) 872012 Vote: Mitt Romney 9% (98) 23% (9) 9% (0) 30% (56) 0% (5) 5242012 Vote: Other 22% (23) 6% (6) 22% (23) 27% (28) 3% (3) 032012 Vote: Didn’t Vote 35% (267) 23% (76) 6% (20) 4% (09) % (87) 7584-Region: Northeast 22% (86) 22% (87) 8% (72) 30% (7) 8% (32) 3944-Region: Midwest 27% (25) 23% (08) 7% (80) 23% (08) 9% (42) 4634-Region: South 28% (234) 24% (202) 7% (4) 20% (64) 0% (85) 8264-Region: West 3% (60) 24% (24) 2% (0) 5% (77) 9% (49) 52Evangelical 22% (43) 26% (64) 9% (24) 22% (42) 0% (67) 640Non-Evangelical 29% (46) 23% (358) 8% (279) 2% (326) 9% (42) 565TV shows: Every day 32% (350) 24% (265) 8% (96) 9% (209) 7% (75) 095TV shows: Several times per week 27% (43) 26% (38) 20% (07) 2% (2) 7% (37) 536TV shows: About once per week 32% (43) 7% (22) 6% (2) 27% (36) 9% (2) 34TV shows: Several times per month 8% (20) 25% (28) 24% (27) 25% (29) 8% (9) 3TV shows: About once per month 3% (9) 5% () 20% (5) 28% (20) 24% (7) 7TV shows: Less often than once per month 8% (8) 3% (3) 5% (5) 23% (23) 2% (2) 00TV shows: Never 4% (22) 7% (27) 4% (22) 25% (39) 30% (47) 56Movies: Every day 52% (237) 2% (93) 3% (60) 9% (42) 5% (22) 455Movies: Several times per week 30% (68) 30% (67) 8% (0) 7% (94) 5% (28) 558Movies: About once per week 24% (88) 27% (99) 20% (72) 20% (73) 8% (30) 362Movies: Several times per month 6% (45) 25% (69) 26% (72) 24% (68) 9% (27) 28Movies: About once per month 8% (32) 22% (39) 2% (36) 25% (44) 3% (23) 72Movies: Less often than once per month 0% (20) 7% (37) 20% (43) 38% (80) 5% (3) 2Movies: Never 9% (5) % (8) % (9) 40% (67) 29% (48) 66


108



Demographic


movie


movie



Adults 27% (604) 24% (522) 8% (402) 2% (468) 9% (209) 2205Sports: Every day 4% (8) 22% (43) 8% (35) 7% (33) 3% (6) 98Sports: Several times per week 32% (06) 26% (86) 3% (43) 23% (77) 5% (7) 330Sports: About once per week 24% (65) 26% (7) 25% (69) 7% (45) 8% (22) 272Sports: Several times per month 28% (45) 9% (3) 9% (3) 22% (35) % (7) 58Sports: About once per month 28% (42) 22% (33) 23% (34) 8% (28) 9% (4) 5Sports: Less often than once per month 23% (86) 26% (98) 2% (78) 22% (84) 8% (32) 378Sports: Never 25% (78) 22% (60) 6% (2) 23% (66) 4% (0) 78Cable: I currently subscribe 28% (286) 22% (228) 8% (85) 23% (232) 8% (84) 05Cable: I subscribed in the past 25% (95) 27% (22) 20% (59) 9% (48) 0% (78) 793Cable: I have never subscribed 3% (23) 20% (8) 5% (58) 22% (88) 2% (47) 397Satellite television: I currently subscribe 3% (52) 9% (95) 5% (75) 24% (6) % (55) 492Satellite television: I subscribed in the past 29% (206) 26% (83) 9% (3) 7% (24) 9% (66) 70Satellite television: I have never subscribed 25% (247) 24% (244) 20% (96) 23% (228) 9% (88) 003Streaming service: I currently subscribe 3% (379) 25% (3) 9% (232) 7% (205) 8% (02) 229Streaming service: I subscribed in the past 33% (83) 26% (67) 7% (44) 4% (37) 0% (24) 255Streaming service: I have never subscribed 20% (42) 20% (44) 8% (27) 3% (226) % (82) 72Film: An avid fan 42% (324) 28% (29) 4% (06) % (86) 5% (35) 770Film: A casual fan 2% (239) 23% (272) 23% (26) 23% (269) 0% (9) 6Film: Not a fan 5% (42) % (3) 3% (34) 4% (2) 20% (55) 274Television: An avid fan 3% (326) 27% (278) 5% (60) 9% (99) 7% (75) 038Television: A casual fan 24% (237) 22% (29) 22% (223) 23% (227) 0% (99) 006Television: Not a fan 26% (4) 5% (24) 2% (9) 26% (4) 22% (35) 6Music: An avid fan 34% (397) 25% (296) 8% (208) 7% (96) 7% (84) 82Music: A casual fan 20% (86) 23% (208) 9% (77) 26% (240) % (00) 92Music: Not a fan 9% (2) 6% (8) 5% (6) 28% (3) 22% (24) Fashion: An avid fan 42% (39) 9% (65) 9% (65) 2% (4) 7% (24) 334Fashion: A casual fan 25% (228) 28% (247) 8% (59) 2% (84) 9% (78) 896Fashion: Not a fan 24% (237) 22% (20) 8% (78) 25% (242) % (07) 975



109

Table AVE6_3


Demographic


movie


movie



Adults 27% (604) 24% (522) 8% (402) 2% (468) 9% (209) 2205Sporting events: Every day 4% (8) 22% (43) 8% (35) 7% (33) 3% (6) 98Sporting events: Several times per week 32% (06) 26% (86) 3% (43) 23% (77) 5% (7) 330Sporting events: About once per week 24% (65) 26% (7) 25% (69) 7% (45) 8% (22) 272Sporting events: Several times per month 28% (45) 9% (3) 9% (3) 22% (35) % (7) 58Sporting events: About once per month 28% (42) 22% (33) 23% (34) 8% (28) 9% (4) 5Sporting events: Less often than once per month 23% (86) 26% (98) 2% (78) 22% (84) 8% (32) 378Sporting events: Never 25% (78) 22% (60) 6% (2) 23% (66) 4% (0) 78Cable television: I currently subscribe 28% (286) 22% (228) 8% (85) 23% (232) 8% (84) 05Cable television: I subscribed in the past 25% (95) 27% (22) 20% (59) 9% (48) 0% (78) 793Cable television: I have never subscribed 3% (23) 20% (8) 5% (58) 22% (88) 2% (47) 397Satellite television: I currently subscribe 3% (52) 9% (95) 5% (75) 24% (6) % (55) 492Satellite television: I subscribed in the past 29% (206) 26% (83) 9% (3) 7% (24) 9% (66) 70Satellite television: I have never subscribed 25% (247) 24% (244) 20% (96) 23% (228) 9% (88) 003Streaming service: I currently subscribe 3% (379) 25% (3) 9% (232) 7% (205) 8% (02) 229Streaming service: I subscribed in the past 33% (83) 26% (67) 7% (44) 4% (37) 0% (24) 255Streaming service: I have never subscribed 20% (42) 20% (44) 8% (27) 3% (226) % (82) 72Film: An avid fan 42% (324) 28% (29) 4% (06) % (86) 5% (35) 770Film: A casual fan 2% (239) 23% (272) 23% (26) 23% (269) 0% (9) 6Film: Not a fan 5% (42) % (3) 3% (34) 4% (2) 20% (55) 274Television: An avid fan 3% (326) 27% (278) 5% (60) 9% (99) 7% (75) 038Television: A casual fan 24% (237) 22% (29) 22% (223) 23% (227) 0% (99) 006Television: Not a fan 26% (4) 5% (24) 2% (9) 26% (4) 22% (35) 6Music: An avid fan 34% (397) 25% (296) 8% (208) 7% (96) 7% (84) 82Music: A casual fan 20% (86) 23% (208) 9% (77) 26% (240) % (00) 92Music: Not a fan 9% (2) 6% (8) 5% (6) 28% (3) 22% (24) Fashion: An avid fan 42% (39) 9% (65) 9% (65) 2% (4) 7% (24) 334Fashion: A casual fan 25% (228) 28% (247) 8% (59) 2% (84) 9% (78) 896Fashion: Not a fan 24% (237) 22% (20) 8% (78) 25% (242) % (07) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


110


Table AVE6_4: Would you see a movie with the following Marvel superheroes as the leading title character?Groot

Demographic


movie


movie



Adults 32% (7) 20% (445) 7% (382) 22% (483) 8% (84) 2205Gender: Male 36% (384) 20% (27) 6% (75) 9% (208) 8% (80) 064Gender: Female 29% (326) 20% (228) 8% (208) 24% (275) 9% (04) 4Age: 18-29 56% (263) 22% (03) 0% (46) 7% (34) 5% (24) 47Age: 30-44 4% (225) 23% (25) 7% (90) 0% (55) 9% (49) 544Age: 45-54 29% (5) 9% (74) 8% (70) 22% (87) 2% (45) 392Age: 55-64 7% (62) 22% (79) 2% (74) 34% (23) 6% (22) 360Age: 65+ 0% (45) 5% (64) 23% (02) 42% (83) 0% (43) 437Generation Z: 18-21 53% (87) 30% (49) 7% () 6% (0) 5% (8) 65Millennial: Age 22-37 52% (332) 8% (7) 3% (82) 0% (6) 7% (42) 635Generation X: Age 38-53 3% (75) 22% (28) 8% (03) 7% (98) % (65) 568Boomers: Age 54-72 5% (03) 20% (42) 22% (56) 36% (25) 8% (55) 706PID: Dem (no lean) 3% (225) 2% (53) 20% (44) 22% (60) 6% (4) 722PID: Ind (no lean) 35% (279) 22% (74) 5% (7) 9% (48) 0% (82) 800PID: Rep (no lean) 30% (207) 7% (8) 8% (2) 26% (75) 9% (6) 682PID/Gender: DemMen 37% (2) 2% (69) 8% (59) 20% (66) 3% (9) 324PID/Gender: DemWomen 26% (04) 2% (84) 2% (85) 23% (93) 8% (32) 398PID/Gender: Ind Men 35% (29) 23% (83) 4% (5) 7% (64) % (39) 366PID/Gender: Ind Women 34% (49) 2% (9) 5% (66) 9% (84) 0% (44) 434PID/Gender: Rep Men 36% (34) 8% (66) 7% (64) 2% (77) 9% (33) 374PID/Gender: Rep Women 24% (73) 7% (53) 8% (56) 32% (98) 9% (28) 308Ideo: Liberal (1-3) 36% (257) 22% (53) 7% (24) 8% (28) 7% (49) 70Ideo: Moderate (4) 29% (34) 20% (9) 9% (88) 24% (2) 7% (34) 459Ideo: Conservative (5-7) 25% (82) 2% (48) 9% (36) 26% (89) 9% (63) 78Educ: < College 35% (535) 20% (299) 6% (239) 20% (300) 9% (43) 56Educ: Bachelors degree 26% (6) 22% (99) 2% (93) 25% () 6% (27) 445Educ: Post-grad 25% (60) 9% (47) 2% (5) 29% (72) 6% (5) 245



111

Table AVE6_4


Demographic


movie


movie



Adults 32% (7) 20% (445) 7% (382) 22% (483) 8% (84) 2205Income: Under 50k 36% (489) 20% (272) 6% (224) 9% (262) 9% (24) 37Income: 50k-100k 28% (57) 2% (20) 8% (02) 25% (43) 8% (43) 565Income: 100k+ 24% (65) 20% (54) 2% (56) 29% (78) 6% (7) 269Ethnicity: White 29% (507) 20% (345) 8% (36) 24% (46) 8% (4) 726Ethnicity: Hispanic 47% (64) 27% (95) 0% (35) 9% (3) 8% (26) 350Ethnicity: Afr. Am. 38% (06) 22% (6) 6% (45) 6% (43) 7% (20) 275Ethnicity: Other 48% (98) 9% (39) 0% (2) % (24) % (23) 204Relig: Protestant 22% (02) 8% (84) 2% (00) 30% (40) 0% (45) 47Relig: Roman Catholic 25% (93) 2% (8) 20% (74) 29% (0) 6% (22) 380Relig: Ath./Agn./None 39% (262) 20% (32) 6% (09) 6% (06) 8% (55) 664Relig: Something Else 39% (5) 22% (83) % (43) 20% (78) 7% (27) 382Relig: Jewish 23% (2) 20% () 6% (9) 34% (8) 7% (3) 53Relig: All Christian 26% (298) 20% (229) 20% (230) 26% (299) 9% (02) 59Relig: All Non-Christian 39% (42) 2% (26) 5% (52) 8% (84) 8% (82) 046Community: Urban 35% (28) 23% (42) 7% (04) 6% (97) 9% (57) 68Community: Suburban 29% (272) 20% (84) 8% (72) 24% (229) 9% (82) 939Community: Rural 34% (22) 8% (9) 6% (06) 24% (57) 7% (45) 648Employ: Private Sector 33% (208) 25% (56) 9% (9) 6% (0) 7% (42) 626Employ: Government 43% (66) 22% (34) 2% (8) 7% (27) 7% () 56Employ: Self-Employed 4% (86) 7% (36) 8% (39) 20% (4) 3% (6) 209Employ: Homemaker 33% (5) 23% (35) 5% (23) 8% (28) 0% (6) 53Employ: Student 55% (6) 24% (26) 6% (7) % (3) 4% (4) 2Employ: Retired 4% (67) 3% (63) 24% (6) 40% (92) 9% (44) 483Employ: Unemployed 39% (89) 20% (46) 5% (34) 5% (35) % (25) 229Employ: Other 34% (82) 20% (49) % (26) 9% (45) 5% (36) 237Military HH: Yes 30% (22) 20% (82) 8% (73) 26% (07) 6% (23) 406Military HH: No 33% (588) 20% (364) 7% (309) 2% (376) 9% (6) 799RD/WT: Right Direction 3% (262) 9% (58) 8% (5) 24% (202) 9% (78) 85RD/WT: Wrong Track 33% (449) 2% (287) 7% (23) 2% (28) 8% (06) 354


112



Demographic


movie


movie



Adults 32% (7) 20% (445) 7% (382) 22% (483) 8% (84) 2205Trump Job Approve 30% (280) 7% (6) 7% (57) 25% (227) % (99) 924Trump Job Disapprove 34% (386) 23% (260) 8% (206) 20% (230) 5% (57) 40Trump Job Strongly Approve 30% (45) 8% (87) 8% (89) 26% (27) 9% (42) 490Trump Job Somewhat Approve 3% (34) 7% (75) 6% (68) 23% (00) 3% (57) 434Trump Job Somewhat Disapprove 37% (00) 26% (70) 8% (49) 4% (39) 5% (5) 272Trump Job Strongly Disapprove 33% (286) 22% (90) 8% (58) 22% (9) 5% (43) 868Favorable of Trump 30% (274) 8% (64) 7% (58) 25% (228) 0% (87) 9Unfavorable of Trump 33% (377) 23% (260) 8% (203) 20% (229) 5% (6) 30Very Favorable of Trump 3% (66) 8% (95) 9% (02) 25% (36) 8% (43) 543Somewhat Favorable of Trump 29% (08) 9% (69) 5% (55) 25% (92) 2% (44) 368Somewhat Unfavorable of Trump 39% (87) 22% (49) 8% (39) 6% (37) 5% (2) 223Very Unfavorable of Trump 32% (290) 23% (2) 8% (63) 2% (92) 6% (50) 907#1 Issue: Economy 36% (209) 25% (47) 7% (97) 5% (90) 8% (44) 588#1 Issue: Security 23% (00) 6% (67) 2% (89) 29% (27) % (48) 430#1 Issue: Health Care 37% (4) 9% (74) 7% (67) 2% (80) 6% (23) 385#1 Issue: Medicare / Social Security 20% (58) 20% (59) 7% (50) 33% (98) % (34) 299#1 Issue: Women’s Issues 42% (5) 25% (3) 6% (9) 2% (5) 5% (6) 22#1 Issue: Education 44% (66) 2% (9) 7% (25) 8% (28) 9% (3) 5#1 Issue: Energy 35% (36) 24% (24) 7% (7) 2% (2) 3% (3) 02#1 Issue: Other 38% (49) 20% (25) 4% (7) 9% (24) 0% (3) 292018 House Vote: Democrat 29% (227) 23% (76) 20% (54) 22% (68) 6% (45) 7702018 House Vote: Republican 28% (9) 7% (3) 9% (29) 26% (74) 0% (64) 6722018 House Vote: Someone else 35% (38) 2% (23) 8% (20) 6% (8) 0% () 02018 House Vote: Didnt Vote 39% (254) 20% (3) 2% (79) 9% (22) 0% (63) 6502016 Vote: Hillary Clinton 29% (92) 2% (38) 2% (38) 24% (59) 5% (36) 6632016 Vote: Donald Trump 25% (65) 8% (22) 8% (2) 29% (95) 0% (65) 6682016 Vote: Someone else 33% (64) 22% (43) 8% (35) 9% (37) 9% (8) 962016 Vote: Didnt Vote 43% (288) 2% (42) 3% (88) 4% (92) 0% (65) 675



113

Table AVE6_4


Demographic


movie


movie



Adults 32% (7) 20% (445) 7% (382) 22% (483) 8% (84) 2205Voted in 2014: Yes 28% (386) 9% (262) 20% (272) 25% (335) 8% (08) 364Voted in 2014: No 39% (325) 22% (83) 3% (0) 8% (47) 9% (76) 842012 Vote: Barack Obama 30% (24) 20% (66) 20% (6) 24% (94) 7% (55) 872012 Vote: Mitt Romney 24% (25) 9% (98) 20% (03) 29% (52) 9% (46) 5242012 Vote: Other 28% (29) 8% (8) 6% (7) 24% (25) 4% (4) 032012 Vote: Didn’t Vote 42% (35) 22% (64) 3% (02) 4% (0) 9% (68) 7584-Region: Northeast 26% (03) 20% (77) 8% (72) 27% (08) 9% (35) 3944-Region: Midwest 34% (59) 8% (85) 7% (79) 24% () 6% (29) 4634-Region: South 34% (280) 8% (52) 7% (42) 2% (74) 9% (78) 8264-Region: West 32% (69) 25% (3) 7% (89) 7% (90) 8% (42) 52Evangelical 28% (77) 20% (28) 9% (24) 22% (43) % (68) 640Non-Evangelical 34% (534) 20% (37) 6% (258) 22% (340) 7% (6) 565TV shows: Every day 36% (394) 2% (228) 8% (98) 9% (20) 6% (65) 095TV shows: Several times per week 32% (70) 22% (20) 7% (93) 22% (20) 6% (33) 536TV shows: About once per week 34% (45) 9% (26) 4% (8) 24% (33) 9% (2) 34TV shows: Several times per month 32% (36) 6% (8) 22% (25) 9% (22) % (2) 3TV shows: About once per month 4% (0) 5% () 4% (0) 35% (25) 2% (5) 7TV shows: Less often than once per month 25% (25) 24% (24) 6% (6) 26% (26) 9% (9) 00TV shows: Never 9% (30) 2% (8) 4% (22) 3% (48) 24% (37) 56Movies: Every day 49% (224) 2% (95) 3% (60) 2% (56) 4% (9) 455Movies: Several times per week 36% (204) 24% (35) 6% (89) 7% (97) 6% (33) 558Movies: About once per week 3% (2) 23% (83) 9% (68) 2% (76) 6% (23) 362Movies: Several times per month 27% (76) 8% (5) 2% (60) 23% (66) 0% (27) 28Movies: About once per month 24% (42) 20% (35) 22% (37) 27% (46) 7% (2) 72Movies: Less often than once per month 2% (26) 8% (37) 23% (49) 36% (76) % (23) 2Movies: Never 6% (27) 5% (8) % (9) 40% (67) 27% (46) 66


114



Demographic


movie


movie



Adults 32% (7) 20% (445) 7% (382) 22% (483) 8% (84) 2205Sports: Every day 43% (86) 6% (32) 6% (3) 2% (4) 4% (9) 98Sports: Several times per week 32% (06) 22% (73) 7% (56) 2% (69) 8% (25) 330Sports: About once per week 32% (88) 22% (60) 8% (48) 2% (56) 7% (9) 272Sports: Several times per month 34% (53) 2% (34) 20% (32) 7% (27) 8% (2) 58Sports: About once per month 33% (50) 23% (35) 7% (26) 20% (30) 7% (0) 5Sports: Less often than once per month 29% (09) 9% (73) 22% (84) 22% (84) 7% (27) 378Sports: Never 3% (29) 9% (38) 5% (05) 24% (75) % (8) 78Cable: I currently subscribe 3% (3) 9% (92) 9% (92) 24% (240) 8% (8) 05Cable: I subscribed in the past 3% (243) 23% (85) 8% (45) 20% (57) 8% (64) 793Cable: I have never subscribed 39% (56) 7% (69) 2% (46) 22% (86) 0% (39) 397Satellite television: I currently subscribe 32% (60) 20% (97) 6% (80) 22% (0) 9% (47) 492Satellite television: I subscribed in the past 33% (23) 22% (56) 8% (26) 2% (47) 7% (49) 70Satellite television: I have never subscribed 32% (320) 9% (92) 8% (76) 23% (226) 9% (88) 003Streaming service: I currently subscribe 38% (47) 2% (256) 7% (203) 7% (204) 8% (95) 229Streaming service: I subscribed in the past 32% (80) 2% (55) 8% (46) 9% (49) 0% (25) 255Streaming service: I have never subscribed 22% (60) 9% (34) 8% (33) 32% (230) 9% (63) 72Film: An avid fan 48% (367) 2% (59) 5% (3) 2% (94) 5% (37) 770Film: A casual fan 25% (295) 22% (257) 9% (225) 24% (284) 9% (0) 6Film: Not a fan 8% (49) % (29) 6% (45) 38% (05) 7% (46) 274Television: An avid fan 37% (388) 20% (208) 7% (77) 20% (204) 6% (62) 038Television: A casual fan 28% (284) 2% (25) 8% (80) 24% (237) 9% (90) 006Television: Not a fan 24% (39) 4% (22) 5% (25) 26% (42) 20% (32) 6Music: An avid fan 40% (474) 2% (244) 7% (96) 7% (202) 6% (67) 82Music: A casual fan 23% (2) 20% (86) 9% (72) 28% (252) 0% (9) 92Music: Not a fan 23% (26) 4% (5) 3% (5) 26% (29) 24% (27) Fashion: An avid fan 42% (42) 2% (70) 5% (5) 6% (52) 6% (9) 334Fashion: A casual fan 30% (273) 23% (203) 7% (54) 22% (96) 8% (7) 896Fashion: Not a fan 30% (296) 8% (73) 8% (77) 24% (235) 0% (94) 975



115

Table AVE6_4


Demographic


movie


movie



Adults 32% (7) 20% (445) 7% (382) 22% (483) 8% (84) 2205Sporting events: Every day 43% (86) 6% (32) 6% (3) 2% (4) 4% (9) 98Sporting events: Several times per week 32% (06) 22% (73) 7% (56) 2% (69) 8% (25) 330Sporting events: About once per week 32% (88) 22% (60) 8% (48) 2% (56) 7% (9) 272Sporting events: Several times per month 34% (53) 2% (34) 20% (32) 7% (27) 8% (2) 58Sporting events: About once per month 33% (50) 23% (35) 7% (26) 20% (30) 7% (0) 5Sporting events: Less often than once per month 29% (09) 9% (73) 22% (84) 22% (84) 7% (27) 378Sporting events: Never 3% (29) 9% (38) 5% (05) 24% (75) % (8) 78Cable television: I currently subscribe 3% (3) 9% (92) 9% (92) 24% (240) 8% (8) 05Cable television: I subscribed in the past 3% (243) 23% (85) 8% (45) 20% (57) 8% (64) 793Cable television: I have never subscribed 39% (56) 7% (69) 2% (46) 22% (86) 0% (39) 397Satellite television: I currently subscribe 32% (60) 20% (97) 6% (80) 22% (0) 9% (47) 492Satellite television: I subscribed in the past 33% (23) 22% (56) 8% (26) 2% (47) 7% (49) 70Satellite television: I have never subscribed 32% (320) 9% (92) 8% (76) 23% (226) 9% (88) 003Streaming service: I currently subscribe 38% (47) 2% (256) 7% (203) 7% (204) 8% (95) 229Streaming service: I subscribed in the past 32% (80) 2% (55) 8% (46) 9% (49) 0% (25) 255Streaming service: I have never subscribed 22% (60) 9% (34) 8% (33) 32% (230) 9% (63) 72Film: An avid fan 48% (367) 2% (59) 5% (3) 2% (94) 5% (37) 770Film: A casual fan 25% (295) 22% (257) 9% (225) 24% (284) 9% (0) 6Film: Not a fan 8% (49) % (29) 6% (45) 38% (05) 7% (46) 274Television: An avid fan 37% (388) 20% (208) 7% (77) 20% (204) 6% (62) 038Television: A casual fan 28% (284) 2% (25) 8% (80) 24% (237) 9% (90) 006Television: Not a fan 24% (39) 4% (22) 5% (25) 26% (42) 20% (32) 6Music: An avid fan 40% (474) 2% (244) 7% (96) 7% (202) 6% (67) 82Music: A casual fan 23% (2) 20% (86) 9% (72) 28% (252) 0% (9) 92Music: Not a fan 23% (26) 4% (5) 3% (5) 26% (29) 24% (27) Fashion: An avid fan 42% (42) 2% (70) 5% (5) 6% (52) 6% (9) 334Fashion: A casual fan 30% (273) 23% (203) 7% (54) 22% (96) 8% (7) 896Fashion: Not a fan 30% (296) 8% (73) 8% (77) 24% (235) 0% (94) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


116


Table AVE6_5: Would you see a movie with the following Marvel superheroes as the leading title character?Hawkeye

Demographic


movie


movie



Adults 27% (592) 27% (600) 8% (408) 8% (39) 0% (25) 2205Gender: Male 32% (343) 28% (295) 7% (79) 4% (50) 9% (97) 064Gender: Female 22% (248) 27% (305) 20% (228) 2% (24) 0% (9) 4Age: 18-29 4% (93) 25% (7) 7% (78) 9% (44) 8% (39) 47Age: 30-44 34% (85) 30% (65) 5% (83) % (60) 9% (5) 544Age: 45-54 26% (02) 32% (27) 9% (76) % (44) % (43) 392Age: 55-64 9% (67) 26% (94) 20% (73) 24% (88) % (38) 360Age: 65+ 0% (45) 22% (96) 22% (98) 35% (55) 0% (44) 437Generation Z: 18-21 4% (67) 3% (5) 6% (26) 8% (3) 5% (8) 65Millennial: Age 22-37 39% (248) 25% (57) 7% (06) % (67) 9% (57) 635Generation X: Age 38-53 27% (55) 34% (9) 7% (96) % (62) % (64) 568Boomers: Age 54-72 5% (08) 25% (76) 22% (53) 28% (96) % (74) 706PID: Dem (no lean) 28% (99) 27% (94) 2% (48) 8% (32) 7% (50) 722PID: Ind (no lean) 25% (202) 29% (232) 7% (40) 5% (23) 3% (03) 800PID: Rep (no lean) 28% (90) 25% (74) 7% (9) 20% (36) 9% (63) 682PID/Gender: DemMen 36% (6) 25% (80) 20% (63) 5% (48) 5% (7) 324PID/Gender: DemWomen 2% (83) 29% (3) 2% (85) 2% (83) 8% (33) 398PID/Gender: Ind Men 30% (09) 3% (2) 5% (55) 2% (44) 3% (46) 366PID/Gender: Ind Women 22% (93) 28% (20) 20% (85) 8% (79) 3% (57) 434PID/Gender: Rep Men 32% (9) 27% (02) 6% (6) 5% (58) 9% (34) 374PID/Gender: Rep Women 23% (7) 23% (72) 9% (58) 25% (78) 9% (29) 308Ideo: Liberal (1-3) 30% (22) 25% (8) 2% (47) 6% (3) 8% (57) 70Ideo: Moderate (4) 26% (8) 28% (27) 8% (83) 20% (94) 8% (38) 459Ideo: Conservative (5-7) 23% (68) 28% (98) 20% (43) 20% (42) 9% (67) 78Educ: < College 28% (420) 29% (432) 6% (244) 6% (249) % (69) 56Educ: Bachelors degree 24% (06) 25% (2) 24% (09) 20% (9) 6% (27) 445Educ: Post-grad 27% (65) 22% (55) 22% (55) 2% (5) 8% (9) 245



117

Table AVE6_5


Demographic


movie


movie



Adults 27% (592) 27% (600) 8% (408) 8% (39) 0% (25) 2205Income: Under 50k 28% (382) 29% (394) 7% (239) 6% (28) 0% (38) 37Income: 50k-100k 26% (45) 24% (34) 20% (4) 2% (20) 9% (5) 565Income: 100k+ 24% (64) 26% (7) 20% (55) 20% (53) 0% (27) 269Ethnicity: White 24% (42) 26% (448) 9% (335) 20% (343) 0% (78) 726Ethnicity: Hispanic 35% (23) 34% (20) 5% (5) 7% (25) 9% (32) 350Ethnicity: Afr. Am. 35% (95) 33% (9) 7% (48) 9% (25) 6% (6) 275Ethnicity: Other 37% (75) 30% (6) 2% (24) % (23) 0% (2) 204Relig: Protestant 24% (2) 28% (3) 8% (84) 22% (02) 9% (42) 47Relig: Roman Catholic 22% (85) 25% (96) 2% (8) 23% (86) 9% (32) 380Relig: Ath./Agn./None 29% (93) 26% (75) 2% (38) 3% (88) 0% (69) 664Relig: Something Else 33% (26) 26% (99) 4% (53) 9% (7) 8% (32) 382Relig: Jewish 28% (5) 7% (9) 4% (8) 34% (8) 7% (4) 53Relig: All Christian 24% (273) 28% (325) 9% (26) 20% (23) 0% (4) 59Relig: All Non-Christian 30% (39) 26% (274) 8% (9) 5% (59) 0% (02) 046Community: Urban 3% (90) 28% (76) 6% (99) 3% (83) 2% (7) 68Community: Suburban 24% (224) 26% (249) 2% (93) 20% (87) 9% (86) 939Community: Rural 27% (78) 27% (76) 8% (6) 9% (2) 9% (58) 648Employ: Private Sector 3% (93) 32% (20) 7% (07) 3% (79) 7% (46) 626Employ: Government 35% (55) 26% (4) 7% (27) 6% (25) 6% (9) 56Employ: Self-Employed 37% (77) 24% (5) 8% (38) 3% (28) 7% (5) 209Employ: Homemaker 2% (3) 3% (47) 20% (3) 3% (2) 5% (23) 53Employ: Student 33% (37) 30% (33) 2% (23) % (2) 6% (6) 2Employ: Retired 4% (70) 2% (04) 2% (04) 32% (54) % (5) 483Employ: Unemployed 29% (66) 27% (6) 9% (43) 4% (33) % (26) 229Employ: Other 26% (62) 26% (63) 5% (34) 7% (40) 6% (39) 237Military HH: Yes 27% (09) 27% (2) 9% (77) 22% (90) 5% (20) 406Military HH: No 27% (483) 27% (488) 8% (33) 7% (30) % (96) 799RD/WT: Right Direction 3% (260) 23% (96) 7% (42) 8% (50) 2% (03) 85RD/WT: Wrong Track 24% (332) 30% (403) 20% (266) 8% (24) 8% (2) 354


118



Demographic


movie


movie



Adults 27% (592) 27% (600) 8% (408) 8% (39) 0% (25) 2205Trump Job Approve 29% (265) 25% (228) 6% (52) 9% (79) % (99) 924Trump Job Disapprove 26% (292) 30% (339) 2% (239) 7% (95) 7% (76) 40Trump Job Strongly Approve 30% (49) 22% (09) 7% (85) 20% (97) 0% (50) 490Trump Job Somewhat Approve 27% (7) 27% (9) 5% (66) 9% (83) % (49) 434Trump Job Somewhat Disapprove 24% (66) 36% (99) 9% (5) 2% (33) 9% (24) 272Trump Job Strongly Disapprove 26% (227) 28% (240) 22% (88) 9% (62) 6% (52) 868Favorable of Trump 28% (258) 24% (222) 7% (57) 20% (8) 0% (93) 9Unfavorable of Trump 25% (288) 30% (34) 2% (233) 7% (93) 7% (75) 30Very Favorable of Trump 32% (7) 22% (9) 8% (97) 9% (04) 0% (52) 543Somewhat Favorable of Trump 24% (87) 28% (03) 6% (60) 2% (77) % (4) 368Somewhat Unfavorable of Trump 30% (68) 32% (7) 2% (47) 2% (27) 5% () 223Very Unfavorable of Trump 24% (220) 30% (269) 2% (86) 8% (66) 7% (65) 907#1 Issue: Economy 33% (92) 27% (59) 20% (5) 2% (68) 9% (53) 588#1 Issue: Security 23% (00) 24% (04) 9% (80) 23% (97) % (48) 430#1 Issue: Health Care 25% (97) 33% (27) 7% (65) 7% (64) 8% (32) 385#1 Issue: Medicare / Social Security 8% (54) 25% (75) 7% (49) 29% (86) % (34) 299#1 Issue: Women’s Issues 28% (35) 27% (33) 23% (27) 5% (8) 7% (8) 22#1 Issue: Education 33% (50) 28% (42) 6% (24) 5% (22) 9% (3) 5#1 Issue: Energy 30% (30) 22% (22) 26% (26) 6% (7) 7% (7) 02#1 Issue: Other 27% (34) 28% (37) 6% (20) 5% (9) 5% (9) 292018 House Vote: Democrat 24% (88) 28% (22) 22% (67) 9% (45) 8% (58) 7702018 House Vote: Republican 26% (76) 26% (76) 8% (22) 9% (30) 0% (68) 6722018 House Vote: Someone else 26% (28) 33% (36) 6% (8) 5% (6) 0% () 02018 House Vote: Didnt Vote 3% (99) 27% (74) 5% (00) 5% (98) 2% (78) 6502016 Vote: Hillary Clinton 23% (50) 28% (85) 23% (53) 20% (3) 7% (44) 6632016 Vote: Donald Trump 24% (59) 26% (72) 9% (25) 2% (43) 0% (70) 6682016 Vote: Someone else 28% (54) 29% (58) 7% (34) 5% (30) % (2) 962016 Vote: Didnt Vote 34% (227) 27% (85) 4% (97) 3% (85) 2% (80) 675



119

Table AVE6_5


Demographic


movie


movie



Adults 27% (592) 27% (600) 8% (408) 8% (39) 0% (25) 2205Voted in 2014: Yes 24% (327) 28% (378) 20% (279) 9% (262) 9% (8) 364Voted in 2014: No 3% (264) 26% (222) 5% (29) 5% (29) 2% (97) 842012 Vote: Barack Obama 25% (202) 29% (238) 20% (67) 8% (49) 8% (6) 872012 Vote: Mitt Romney 22% (6) 25% (33) 2% (08) 22% (5) 0% (53) 5242012 Vote: Other 8% (9) 3% (32) 7% (7) 24% (24) 0% () 032012 Vote: Didn’t Vote 34% (255) 26% (96) 5% (6) 3% (00) 2% (90) 7584-Region: Northeast 22% (86) 27% (05) 9% (76) 2% (84) % (43) 3944-Region: Midwest 25% (7) 28% (3) 6% (75) 20% (93) 0% (47) 4634-Region: South 29% (243) 25% (204) 9% (56) 8% (45) 9% (78) 8264-Region: West 28% (46) 3% (59) 9% (00) 3% (70) 9% (47) 52Evangelical 24% (55) 3% (96) 6% (02) 8% (6) % (70) 640Non-Evangelical 28% (437) 26% (404) 20% (306) 8% (274) 9% (45) 565TV shows: Every day 3% (343) 27% (29) 9% (20) 5% (68) 8% (82) 095TV shows: Several times per week 25% (33) 30% (6) 20% (05) 9% (02) 6% (34) 536TV shows: About once per week 25% (34) 23% (3) 8% (25) 23% (30) 0% (3) 34TV shows: Several times per month 23% (26) 3% (35) 6% (8) 7% (20) 3% (4) 3TV shows: About once per month 5% () 2% (5) 23% (7) 23% (7) 7% (2) 7TV shows: Less often than once per month 25% (25) 26% (26) 6% (6) 2% (2) % () 00TV shows: Never 3% (20) 25% (39) % (7) 2% (32) 3% (48) 56Movies: Every day 49% (223) 25% (2) 2% (55) 9% (39) 6% (26) 455Movies: Several times per week 28% (55) 32% (8) 20% (3) 4% (78) 6% (3) 558Movies: About once per week 24% (87) 33% (9) 2% (76) 4% (52) 8% (28) 362Movies: Several times per month 9% (54) 30% (83) 22% (62) 9% (55) 0% (27) 28Movies: About once per month 7% (29) 24% (42) 20% (35) 26% (45) 3% (22) 72Movies: Less often than once per month 3% (28) 2% (45) 2% (44) 33% (70) 2% (25) 2Movies: Never 0% (6) % (8) 4% (24) 32% (53) 34% (56) 66


120



Demographic


movie


movie



Adults 27% (592) 27% (600) 8% (408) 8% (39) 0% (25) 2205Sports: Every day 43% (86) 24% (49) 7% (33) % (2) 5% (0) 98Sports: Several times per week 32% (04) 24% (78) 9% (64) 8% (58) 8% (26) 330Sports: About once per week 24% (64) 35% (96) 9% (53) 5% (4) 7% (8) 272Sports: Several times per month 28% (44) 23% (37) 7% (27) 20% (32) % (8) 58Sports: About once per month 26% (39) 33% (50) 22% (33) 3% (20) 6% (0) 5Sports: Less often than once per month 22% (85) 32% (20) 9% (72) 8% (68) 9% (34) 378Sports: Never 24% (70) 24% (7) 8% (26) 2% (5) 4% (0) 78Cable: I currently subscribe 28% (280) 26% (265) 9% (94) 8% (83) 9% (93) 05Cable: I subscribed in the past 24% (90) 3% (244) 9% (50) 6% (27) 0% (82) 793Cable: I have never subscribed 3% (22) 23% (90) 6% (63) 20% (8) 0% (4) 397Satellite television: I currently subscribe 30% (47) 24% (9) 5% (73) 9% (95) 2% (58) 492Satellite television: I subscribed in the past 27% (88) 30% (22) 20% (45) 5% (08) 8% (57) 70Satellite television: I have never subscribed 26% (256) 27% (269) 9% (89) 9% (88) 0% (00) 003Streaming service: I currently subscribe 30% (368) 29% (360) 9% (230) 3% (66) 8% (04) 229Streaming service: I subscribed in the past 32% (83) 29% (75) 4% (37) 3% (34) % (27) 255Streaming service: I have never subscribed 20% (4) 23% (65) 20% (4) 26% (9) 2% (84) 72Film: An avid fan 42% (326) 29% (226) 3% (98) 0% (79) 5% (4) 770Film: A casual fan 20% (228) 29% (334) 23% (269) 9% (26) 0% (4) 6Film: Not a fan 4% (38) 4% (39) 5% (4) 35% (95) 22% (6) 274Television: An avid fan 33% (345) 27% (28) 7% (72) 6% (62) 8% (78) 038Television: A casual fan 22% (29) 28% (284) 2% (25) 9% (94) 9% (94) 006Television: Not a fan 7% (27) 22% (35) 3% (2) 2% (34) 27% (43) 6Music: An avid fan 34% (396) 27% (324) 7% (203) 5% (72) 7% (87) 82Music: A casual fan 20% (80) 29% (263) 20% (85) 2% (96) 0% (88) 92Music: Not a fan 4% (5) 2% (3) 7% (9) 20% (23) 37% (4) Fashion: An avid fan 39% (30) 26% (88) 9% (62) % (36) 5% (8) 334Fashion: A casual fan 25% (224) 30% (270) 9% (66) 8% (59) 9% (77) 896Fashion: Not a fan 24% (237) 25% (242) 8% (80) 20% (96) 2% (20) 975



121

Table AVE6_5


Demographic


movie


movie



Adults 27% (592) 27% (600) 8% (408) 8% (39) 0% (25) 2205Sporting events: Every day 43% (86) 24% (49) 7% (33) % (2) 5% (0) 98Sporting events: Several times per week 32% (04) 24% (78) 9% (64) 8% (58) 8% (26) 330Sporting events: About once per week 24% (64) 35% (96) 9% (53) 5% (4) 7% (8) 272Sporting events: Several times per month 28% (44) 23% (37) 7% (27) 20% (32) % (8) 58Sporting events: About once per month 26% (39) 33% (50) 22% (33) 3% (20) 6% (0) 5Sporting events: Less often than once per month 22% (85) 32% (20) 9% (72) 8% (68) 9% (34) 378Sporting events: Never 24% (70) 24% (7) 8% (26) 2% (5) 4% (0) 78Cable television: I currently subscribe 28% (280) 26% (265) 9% (94) 8% (83) 9% (93) 05Cable television: I subscribed in the past 24% (90) 3% (244) 9% (50) 6% (27) 0% (82) 793Cable television: I have never subscribed 3% (22) 23% (90) 6% (63) 20% (8) 0% (4) 397Satellite television: I currently subscribe 30% (47) 24% (9) 5% (73) 9% (95) 2% (58) 492Satellite television: I subscribed in the past 27% (88) 30% (22) 20% (45) 5% (08) 8% (57) 70Satellite television: I have never subscribed 26% (256) 27% (269) 9% (89) 9% (88) 0% (00) 003Streaming service: I currently subscribe 30% (368) 29% (360) 9% (230) 3% (66) 8% (04) 229Streaming service: I subscribed in the past 32% (83) 29% (75) 4% (37) 3% (34) % (27) 255Streaming service: I have never subscribed 20% (4) 23% (65) 20% (4) 26% (9) 2% (84) 72Film: An avid fan 42% (326) 29% (226) 3% (98) 0% (79) 5% (4) 770Film: A casual fan 20% (228) 29% (334) 23% (269) 9% (26) 0% (4) 6Film: Not a fan 4% (38) 4% (39) 5% (4) 35% (95) 22% (6) 274Television: An avid fan 33% (345) 27% (28) 7% (72) 6% (62) 8% (78) 038Television: A casual fan 22% (29) 28% (284) 2% (25) 9% (94) 9% (94) 006Television: Not a fan 7% (27) 22% (35) 3% (2) 2% (34) 27% (43) 6Music: An avid fan 34% (396) 27% (324) 7% (203) 5% (72) 7% (87) 82Music: A casual fan 20% (80) 29% (263) 20% (85) 2% (96) 0% (88) 92Music: Not a fan 4% (5) 2% (3) 7% (9) 20% (23) 37% (4) Fashion: An avid fan 39% (30) 26% (88) 9% (62) % (36) 5% (8) 334Fashion: A casual fan 25% (224) 30% (270) 9% (66) 8% (59) 9% (77) 896Fashion: Not a fan 24% (237) 25% (242) 8% (80) 20% (96) 2% (20) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


122


Table AVE6_6: Would you see a movie with the following Marvel superheroes as the leading title character?Loki

Demographic


movie


movie



Adults 28% (623) 22% (492) 9% (422) 2% (455) 0% (23) 2205Gender: Male 32% (335) 24% (255) 9% (204) 7% (76) 9% (94) 064Gender: Female 25% (288) 2% (237) 9% (29) 25% (280) 0% (8) 4Age: 18-29 50% (238) 9% (87) 6% (73) 7% (35) 8% (38) 47Age: 30-44 36% (96) 26% (44) 5% (84) 3% (70) 9% (50) 544Age: 45-54 26% (02) 24% (93) 22% (88) 7% (65) % (45) 392Age: 55-64 5% (52) 25% (9) 22% (78) 29% (04) 0% (35) 360Age: 65+ 8% (35) 8% (77) 23% (00) 4% (8) 0% (44) 437Generation Z: 18-21 50% (83) 9% (32) 9% (3) 4% (7) 7% () 65Millennial: Age 22-37 45% (284) 22% (38) 5% (94) 0% (65) 9% (55) 635Generation X: Age 38-53 29% (66) 25% (40) 9% (08) 6% (9) % (63) 568Boomers: Age 54-72 % (79) 23% (62) 24% (68) 32% (227) 0% (7) 706PID: Dem (no lean) 3% (225) 22% (57) 9% (40) 9% (39) 8% (6) 722PID: Ind (no lean) 30% (24) 23% (80) 7% (35) 9% (56) % (88) 800PID: Rep (no lean) 23% (57) 23% (55) 2% (47) 24% (6) 9% (63) 682PID/Gender: DemMen 35% (4) 22% (72) 20% (64) 7% (54) 6% (2) 324PID/Gender: DemWomen 28% () 2% (85) 9% (76) 2% (85) 0% (40) 398PID/Gender: Ind Men 34% (23) 22% (8) 6% (59) 5% (57) 2% (45) 366PID/Gender: Ind Women 27% (8) 23% (99) 7% (76) 23% (99) 0% (43) 434PID/Gender: Rep Men 26% (98) 27% (02) 22% (80) 7% (65) 8% (29) 374PID/Gender: Rep Women 9% (59) 7% (53) 2% (66) 3% (96) % (35) 308Ideo: Liberal (1-3) 34% (242) 25% (76) 7% (22) 6% (5) 8% (57) 70Ideo: Moderate (4) 27% (23) 22% (03) 2% (95) 23% (07) 7% (3) 459Ideo: Conservative (5-7) 2% (52) 22% (58) 22% (59) 25% (77) 0% (73) 78Educ: < College 3% (466) 2% (322) 8% (270) 20% (296) % (62) 56Educ: Bachelors degree 22% (98) 26% (4) 24% (05) 22% (99) 7% (29) 445Educ: Post-grad 24% (59) 23% (56) 20% (48) 25% (60) 9% (2) 245



123

Table AVE6_6


Demographic


movie


movie



Adults 28% (623) 22% (492) 9% (422) 2% (455) 0% (23) 2205Income: Under 50k 3% (420) 22% (305) 9% (259) 8% (244) 0% (43) 37Income: 50k-100k 25% (42) 22% (26) 20% (2) 25% (40) 8% (45) 565Income: 100k+ 22% (6) 23% (6) 9% (5) 27% (72) 9% (25) 269Ethnicity: White 25% (425) 22% (380) 20% (348) 23% (40) 0% (72) 726Ethnicity: Hispanic 45% (57) 24% (83) 4% (5) 7% (26) 9% (33) 350Ethnicity: Afr. Am. 40% () 23% (63) 7% (47) 2% (34) 7% (20) 275Ethnicity: Other 43% (87) 24% (49) 3% (27) 0% (2) 0% (2) 204Relig: Protestant 9% (89) 23% (0) 23% (0) 26% (23) 8% (40) 47Relig: Roman Catholic 23% (88) 23% (88) 7% (65) 26% (00) 0% (39) 380Relig: Ath./Agn./None 35% (232) 2% (39) 9% (27) 6% (08) 9% (58) 664Relig: Something Else 35% (32) 23% (88) 5% (56) 8% (69) 0% (36) 382Relig: Jewish 30% (6) 6% (9) 3% (7) 29% (5) 2% (6) 53Relig: All Christian 22% (259) 23% (265) 2% (240) 24% (277) 0% (8) 59Relig: All Non-Christian 35% (364) 22% (227) 7% (82) 7% (78) 9% (94) 046Community: Urban 33% (204) 22% (35) 9% (7) 5% (92) % (7) 68Community: Suburban 26% (248) 23% (24) 20% (86) 23% (23) 8% (78) 939Community: Rural 26% (7) 22% (43) 8% (20) 23% (5) 0% (64) 648Employ: Private Sector 34% (20) 28% (76) 7% (06) 6% (97) 6% (37) 626Employ: Government 36% (55) 8% (28) 23% (36) 4% (22) 9% (4) 56Employ: Self-Employed 39% (82) 22% (47) 9% (4) 6% (34) 3% (6) 209Employ: Homemaker 28% (43) 23% (35) 9% (29) 5% (24) 5% (23) 53Employ: Student 45% (50) 22% (25) 5% (6) 0% () 8% (9) 2Employ: Retired % (53) 7% (82) 23% (0) 38% (84) % (54) 483Employ: Unemployed 28% (64) 9% (44) 2% (49) 8% (4) 3% (3) 229Employ: Other 27% (65) 23% (55) 5% (35) 8% (42) 7% (40) 237Military HH: Yes 26% (05) 26% (05) 7% (68) 25% (0) 7% (27) 406Military HH: No 29% (58) 22% (387) 20% (354) 20% (354) 0% (86) 799RD/WT: Right Direction 27% (228) 2% (75) 9% (64) 23% (93) % (9) 85RD/WT: Wrong Track 29% (395) 23% (37) 9% (258) 9% (262) 9% (2) 354


124



Demographic


movie


movie



Adults 28% (623) 22% (492) 9% (422) 2% (455) 0% (23) 2205Trump Job Approve 25% (233) 23% (208) 8% (68) 23% (25) % (99) 924Trump Job Disapprove 3% (355) 23% (26) 20% (228) 9% (26) 7% (8) 40Trump Job Strongly Approve 23% (2) 23% () 9% (94) 25% (23) 0% (50) 490Trump Job Somewhat Approve 28% (2) 22% (97) 7% (75) 2% (9) % (50) 434Trump Job Somewhat Disapprove 32% (87) 25% (68) 9% (52) 6% (44) 8% (22) 272Trump Job Strongly Disapprove 3% (268) 22% (93) 20% (77) 20% (72) 7% (59) 868Favorable of Trump 25% (223) 23% (23) 9% (70) 24% (27) 0% (88) 9Unfavorable of Trump 3% (35) 23% (26) 20% (223) 9% (2) 8% (85) 30Very Favorable of Trump 24% (30) 24% (29) 8% (00) 25% (36) 9% (48) 543Somewhat Favorable of Trump 25% (94) 23% (84) 9% (69) 22% (80) % (40) 368Somewhat Unfavorable of Trump 3% (70) 25% (55) 2% (46) 6% (36) 8% (7) 223Very Unfavorable of Trump 3% (28) 23% (206) 20% (77) 9% (74) 8% (68) 907#1 Issue: Economy 34% (200) 25% (44) 9% (09) 5% (86) 8% (48) 588#1 Issue: Security 9% (83) 20% (87) 22% (96) 27% (6) % (47) 430#1 Issue: Health Care 33% (28) 23% (89) 7% (66) 20% (77) 6% (25) 385#1 Issue: Medicare / Social Security 7% (50) 23% (69) 5% (45) 32% (95) 4% (40) 299#1 Issue: Women’s Issues 35% (43) 22% (27) 2% (25) 3% (6) 9% () 22#1 Issue: Education 39% (58) 4% (2) 22% (34) 5% (23) 0% (5) 5#1 Issue: Energy 27% (27) 27% (28) 20% (20) 9% (9) 8% (8) 02#1 Issue: Other 27% (34) 2% (27) 2% (27) 7% (23) 4% (9) 292018 House Vote: Democrat 29% (227) 22% (7) 20% (56) 20% (5) 8% (65) 7702018 House Vote: Republican 2% (4) 24% (60) 2% (44) 24% (62) 0% (64) 6722018 House Vote: Someone else 26% (28) 23% (26) 20% (23) 8% (20) 2% (3) 02018 House Vote: Didnt Vote 35% (226) 2% (34) 5% (00) 8% (20) % (7) 6502016 Vote: Hillary Clinton 26% (75) 23% (54) 2% (36) 22% (43) 8% (55) 6632016 Vote: Donald Trump 9% (26) 23% (56) 2% (4) 27% (84) 9% (6) 6682016 Vote: Someone else 29% (57) 23% (46) 23% (45) 7% (33) 8% (6) 962016 Vote: Didnt Vote 39% (263) 20% (36) 5% (00) 4% (95) 2% (80) 675



125

Table AVE6_6


Demographic


movie


movie



Adults 28% (623) 22% (492) 9% (422) 2% (455) 0% (23) 2205Voted in 2014: Yes 24% (326) 23% (39) 22% (296) 23% (308) 8% (5) 364Voted in 2014: No 35% (297) 2% (73) 5% (26) 7% (47) 2% (98) 842012 Vote: Barack Obama 27% (222) 24% (96) 20% (60) 2% (74) 8% (65) 872012 Vote: Mitt Romney 7% (90) 22% (5) 24% (25) 27% (43) 0% (5) 5242012 Vote: Other 20% (2) 20% (2) 23% (23) 25% (26) 2% (3) 032012 Vote: Didn’t Vote 38% (290) 2% (6) 5% (4) 5% (0) % (83) 7584-Region: Northeast 24% (96) 9% (77) 2% (82) 27% (06) 9% (35) 3944-Region: Midwest 26% (22) 22% (00) 8% (84) 24% (2) 0% (45) 4634-Region: South 29% (240) 24% (95) 7% (4) 2% (70) 0% (8) 8264-Region: West 32% (65) 23% (2) 22% (6) 3% (68) 0% (52) 52Evangelical 23% (50) 22% (44) 2% (37) 22% (40) % (68) 640Non-Evangelical 30% (473) 22% (349) 8% (285) 20% (35) 9% (44) 565TV shows: Every day 33% (362) 2% (233) 9% (206) 8% (202) 8% (92) 095TV shows: Several times per week 28% (49) 25% (34) 2% (0) 20% (09) 6% (34) 536TV shows: About once per week 25% (34) 2% (28) 8% (25) 27% (37) 8% (0) 34TV shows: Several times per month 9% (22) 29% (33) 2% (24) 9% (22) 2% (3) 3TV shows: About once per month 3% (9) 6% (2) 9% (4) 3% (22) 2% (5) 7TV shows: Less often than once per month 8% (8) 30% (30) 6% (6) 28% (28) 9% (9) 00TV shows: Never 8% (29) 5% (23) 8% (29) 23% (36) 25% (39) 56Movies: Every day 48% (27) 23% (06) 2% (54) 0% (46) 7% (32) 455Movies: Several times per week 35% (95) 25% (40) 7% (97) 6% (89) 7% (37) 558Movies: About once per week 26% (93) 24% (86) 2% (77) 2% (77) 8% (30) 362Movies: Several times per month 8% (52) 25% (7) 28% (78) 20% (56) 8% (23) 28Movies: About once per month 5% (26) 24% (42) 2% (37) 29% (49) % (8) 72Movies: Less often than once per month % (23) 5% (33) 24% (50) 38% (80) 2% (25) 2Movies: Never % (8) 9% (5) 7% (29) 35% (58) 28% (47) 66


126



Demographic


movie


movie



Adults 28% (623) 22% (492) 9% (422) 2% (455) 0% (23) 2205Sports: Every day 4% (8) 24% (47) 8% (35) 5% (29) 3% (6) 98Sports: Several times per week 33% (08) 23% (76) 8% (59) 9% (64) 7% (24) 330Sports: About once per week 23% (62) 24% (65) 25% (68) 9% (52) 9% (26) 272Sports: Several times per month 29% (46) 22% (35) 2% (33) 7% (28) % (7) 58Sports: About once per month 25% (37) 23% (35) 22% (32) 9% (28) 2% (7) 5Sports: Less often than once per month 26% (98) 24% (90) 20% (74) 22% (82) 9% (34) 378Sports: Never 27% (9) 20% (45) 7% (2) 24% (73) 2% (89) 78Cable: I currently subscribe 29% (292) 2% (27) 9% (96) 22% (225) 8% (85) 05Cable: I subscribed in the past 26% (204) 26% (205) 2% (64) 8% (43) 0% (77) 793Cable: I have never subscribed 32% (26) 8% (70) 6% (63) 22% (87) 3% (50) 397Satellite television: I currently subscribe 32% (57) 8% (88) 7% (86) 22% (09) % (53) 492Satellite television: I subscribed in the past 28% (20) 25% (75) 20% (43) 9% (32) 8% (59) 70Satellite television: I have never subscribed 26% (264) 23% (229) 9% (94) 2% (25) 0% (0) 003Streaming service: I currently subscribe 33% (409) 24% (298) 9% (23) 5% (83) 9% (09) 229Streaming service: I subscribed in the past 33% (84) 25% (63) 8% (47) 6% (40) 8% (2) 255Streaming service: I have never subscribed 8% (30) 8% (3) 20% (45) 32% (232) % (82) 72Film: An avid fan 46% (355) 25% (92) 3% (0) % (82) 5% (4) 770Film: A casual fan 20% (23) 24% (279) 23% (268) 23% (267) 0% (7) 6Film: Not a fan 4% (37) 8% (22) 20% (54) 39% (06) 20% (55) 274Television: An avid fan 34% (358) 23% (24) 6% (6) 9% (94) 8% (84) 038Television: A casual fan 23% (232) 22% (226) 23% (232) 22% (22) 0% (96) 006Television: Not a fan 2% (33) 6% (25) 8% (29) 26% (4) 20% (32) 6Music: An avid fan 34% (408) 24% (279) 8% (207) 7% (96) 8% (92) 82Music: A casual fan 2% (88) 22% (203) 22% (99) 25% (229) 0% (93) 92Music: Not a fan 25% (27) 9% (0) 5% (7) 27% (29) 25% (28) Fashion: An avid fan 39% (32) 22% (74) 5% (50) 5% (49) 9% (29) 334Fashion: A casual fan 28% (255) 24% (22) 20% (8) 20% (8) 7% (67) 896Fashion: Not a fan 24% (236) 2% (206) 20% (9) 23% (224) 2% (7) 975



127

Table AVE6_6


Demographic


movie


movie



Adults 28% (623) 22% (492) 9% (422) 2% (455) 0% (23) 2205Sporting events: Every day 4% (8) 24% (47) 8% (35) 5% (29) 3% (6) 98Sporting events: Several times per week 33% (08) 23% (76) 8% (59) 9% (64) 7% (24) 330Sporting events: About once per week 23% (62) 24% (65) 25% (68) 9% (52) 9% (26) 272Sporting events: Several times per month 29% (46) 22% (35) 2% (33) 7% (28) % (7) 58Sporting events: About once per month 25% (37) 23% (35) 22% (32) 9% (28) 2% (7) 5Sporting events: Less often than once per month 26% (98) 24% (90) 20% (74) 22% (82) 9% (34) 378Sporting events: Never 27% (9) 20% (45) 7% (2) 24% (73) 2% (89) 78Cable television: I currently subscribe 29% (292) 2% (27) 9% (96) 22% (225) 8% (85) 05Cable television: I subscribed in the past 26% (204) 26% (205) 2% (64) 8% (43) 0% (77) 793Cable television: I have never subscribed 32% (26) 8% (70) 6% (63) 22% (87) 3% (50) 397Satellite television: I currently subscribe 32% (57) 8% (88) 7% (86) 22% (09) % (53) 492Satellite television: I subscribed in the past 28% (20) 25% (75) 20% (43) 9% (32) 8% (59) 70Satellite television: I have never subscribed 26% (264) 23% (229) 9% (94) 2% (25) 0% (0) 003Streaming service: I currently subscribe 33% (409) 24% (298) 9% (23) 5% (83) 9% (09) 229Streaming service: I subscribed in the past 33% (84) 25% (63) 8% (47) 6% (40) 8% (2) 255Streaming service: I have never subscribed 8% (30) 8% (3) 20% (45) 32% (232) % (82) 72Film: An avid fan 46% (355) 25% (92) 3% (0) % (82) 5% (4) 770Film: A casual fan 20% (23) 24% (279) 23% (268) 23% (267) 0% (7) 6Film: Not a fan 4% (37) 8% (22) 20% (54) 39% (06) 20% (55) 274Television: An avid fan 34% (358) 23% (24) 6% (6) 9% (94) 8% (84) 038Television: A casual fan 23% (232) 22% (226) 23% (232) 22% (22) 0% (96) 006Television: Not a fan 2% (33) 6% (25) 8% (29) 26% (4) 20% (32) 6Music: An avid fan 34% (408) 24% (279) 8% (207) 7% (96) 8% (92) 82Music: A casual fan 2% (88) 22% (203) 22% (99) 25% (229) 0% (93) 92Music: Not a fan 25% (27) 9% (0) 5% (7) 27% (29) 25% (28) Fashion: An avid fan 39% (32) 22% (74) 5% (50) 5% (49) 9% (29) 334Fashion: A casual fan 28% (255) 24% (22) 20% (8) 20% (8) 7% (67) 896Fashion: Not a fan 24% (236) 2% (206) 20% (9) 23% (224) 2% (7) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


128


Table AVE6_7: Would you see a movie with the following Marvel superheroes as the leading title character?Rocket Raccoon

Demographic


movie


movie



Adults 3% (679) 2% (455) 8% (402) 22% (494) 8% (74) 2205Gender: Male 37% (39) 2% (224) 7% (77) 9% (98) 7% (75) 064Gender: Female 25% (289) 20% (23) 20% (226) 26% (296) 9% (99) 4Age: 18-29 50% (234) 27% (27) 0% (45) 9% (4) 5% (24) 47Age: 30-44 43% (235) 2% (4) 7% (94) % (60) 8% (4) 544Age: 45-54 27% (06) 2% (82) 22% (85) 9% (76) % (43) 392Age: 55-64 6% (56) 2% (76) 22% (78) 36% (29) 6% (2) 360Age: 65+ % (48) 3% (56) 23% (00) 43% (88) 0% (46) 437Generation Z: 18-21 47% (77) 36% (59) 7% () 8% (3) 3% (5) 65Millennial: Age 22-37 49% (3) 2% (33) 4% (87) 0% (63) 6% (4) 635Generation X: Age 38-53 3% (78) 22% (22) 2% (8) 6% (9) 0% (59) 568Boomers: Age 54-72 4% (00) 9% (33) 22% (58) 37% (260) 8% (55) 706PID: Dem (no lean) 30% (23) 23% (64) 2% (5) 2% (53) 6% (40) 722PID: Ind (no lean) 33% (265) 22% (78) 6% (25) 20% (58) 9% (74) 800PID: Rep (no lean) 29% (20) 7% (3) 8% (26) 27% (83) 9% (60) 682PID/Gender: DemMen 39% (28) 20% (65) 8% (59) 9% (62) 3% () 324PID/Gender: DemWomen 22% (86) 25% (99) 23% (92) 23% (92) 7% (29) 398PID/Gender: Ind Men 36% (32) 25% (90) 4% (50) 7% (64) 8% (3) 366PID/Gender: Ind Women 3% (33) 20% (88) 7% (75) 22% (94) 0% (44) 434PID/Gender: Rep Men 35% (3) 9% (69) 8% (67) 9% (72) 9% (34) 374PID/Gender: Rep Women 23% (70) 4% (44) 9% (58) 36% (0) 8% (26) 308Ideo: Liberal (1-3) 37% (262) 22% (58) 6% (5) 9% (34) 6% (42) 70Ideo: Moderate (4) 28% (28) 9% (88) 20% (92) 25% (6) 8% (36) 459Ideo: Conservative (5-7) 24% (7) 9% (40) 22% (57) 27% (9) 8% (60) 78Educ: < College 32% (484) 23% (344) 7% (253) 20% (299) 9% (35) 56Educ: Bachelors degree 30% (33) 6% (69) 2% (95) 27% (8) 7% (29) 445Educ: Post-grad 25% (62) 7% (42) 22% (54) 3% (76) 4% (0) 245



129

Table AVE6_7


Demographic


movie


movie



Adults 3% (679) 2% (455) 8% (402) 22% (494) 8% (74) 2205Income: Under 50k 33% (449) 22% (304) 7% (236) 9% (264) 9% (8) 37Income: 50k-100k 30% (67) 8% (00) 20% (4) 26% (47) 7% (38) 565Income: 100k+ 24% (64) 9% (5) 20% (53) 3% (83) 7% (9) 269Ethnicity: White 28% (476) 20% (344) 9% (322) 26% (440) 8% (43) 726Ethnicity: Hispanic 45% (59) 25% (87) 2% (40) % (38) 7% (26) 350Ethnicity: Afr. Am. 40% (0) 23% (64) 20% (56) 2% (32) 5% (2) 275Ethnicity: Other 46% (93) 23% (47) 2% (24) % (22) 9% (9) 204Relig: Protestant 20% (95) 8% (84) 24% (3) 28% (34) 0% (45) 47Relig: Roman Catholic 27% (0) 8% (67) 9% (73) 30% (3) 7% (25) 380Relig: Ath./Agn./None 37% (245) 2% (39) 8% (23) 7% () 7% (47) 664Relig: Something Else 37% (43) 23% (89) % (42) 22% (85) 6% (24) 382Relig: Jewish 27% (5) 5% (8) 6% (8) 3% (6) 2% (6) 53Relig: All Christian 25% (292) 20% (228) 2% (238) 26% (298) 9% (04) 59Relig: All Non-Christian 37% (388) 22% (228) 6% (65) 9% (95) 7% (7) 046Community: Urban 35% (28) 23% (45) 6% (98) 7% (04) 9% (54) 68Community: Suburban 29% (269) 9% (76) 2% (96) 24% (224) 8% (73) 939Community: Rural 30% (92) 2% (34) 7% (08) 26% (66) 7% (47) 648Employ: Private Sector 34% (24) 24% (47) 9% (8) 7% (08) 6% (39) 626Employ: Government 40% (62) 7% (26) 8% (28) 20% (32) 5% (7) 56Employ: Self-Employed 39% (82) 23% (48) 8% (38) 9% (39) % (2) 209Employ: Homemaker 28% (42) 23% (36) 9% (29) 7% (26) 3% (9) 53Employ: Student 52% (59) 27% (30) 9% (0) 9% (0) 3% (3) 2Employ: Retired 4% (67) 3% (63) 22% (07) 4% (97) 0% (49) 483Employ: Unemployed 33% (76) 25% (56) 8% (42) 4% (33) 0% (22) 229Employ: Other 33% (77) 20% (48) 3% (3) 20% (49) 4% (33) 237Military HH: Yes 32% (3) 8% (75) 7% (69) 27% (08) 6% (24) 406Military HH: No 30% (549) 2% (38) 9% (333) 2% (386) 8% (5) 799RD/WT: Right Direction 30% (258) 8% (50) 8% (53) 24% (208) 0% (82) 85RD/WT: Wrong Track 3% (422) 23% (305) 8% (249) 2% (286) 7% (92) 354


130



Demographic


movie


movie



Adults 3% (679) 2% (455) 8% (402) 22% (494) 8% (74) 2205Trump Job Approve 30% (273) 7% (60) 8% (69) 25% (23) 0% (9) 924Trump Job Disapprove 32% (368) 23% (26) 9% (25) 2% (237) 5% (59) 40Trump Job Strongly Approve 30% (47) 4% (7) 8% (89) 27% (32) % (52) 490Trump Job Somewhat Approve 29% (26) 2% (89) 9% (8) 23% (99) 9% (39) 434Trump Job Somewhat Disapprove 35% (95) 26% (70) 20% (55) 5% (40) 5% (3) 272Trump Job Strongly Disapprove 32% (274) 22% (9) 8% (6) 23% (97) 5% (46) 868Favorable of Trump 30% (272) 7% (57) 9% (7) 25% (230) 9% (8) 9Unfavorable of Trump 3% (353) 24% (269) 9% (22) 2% (234) 6% (63) 30Very Favorable of Trump 32% (74) 6% (85) 7% (94) 26% (43) 9% (49) 543Somewhat Favorable of Trump 27% (98) 20% (72) 2% (78) 24% (88) 9% (32) 368Somewhat Unfavorable of Trump 33% (74) 28% (62) 6% (36) 8% (4) 5% () 223Very Unfavorable of Trump 3% (279) 23% (207) 9% (76) 2% (93) 6% (52) 907#1 Issue: Economy 36% (24) 22% (26) 7% (02) 8% (05) 7% (40) 588#1 Issue: Security 25% (05) 6% (67) 2% (90) 28% (20) % (48) 430#1 Issue: Health Care 34% (30) 23% (87) 7% (64) 22% (84) 5% (20) 385#1 Issue: Medicare / Social Security 8% (54) 9% (57) 9% (58) 32% (95) % (34) 299#1 Issue: Women’s Issues 32% (39) 3% (37) 9% (23) 2% (4) 6% (8) 22#1 Issue: Education 39% (59) 7% (26) 9% (29) 7% (26) 8% (2) 5#1 Issue: Energy 32% (33) 27% (28) 7% (8) 22% (22) % () 02#1 Issue: Other 35% (45) 20% (26) 5% (9) 2% (27) 9% (2) 292018 House Vote: Democrat 28% (24) 23% (76) 22% (70) 2% (65) 6% (45) 7702018 House Vote: Republican 29% (92) 6% (09) 8% (23) 27% (84) 9% (63) 6722018 House Vote: Someone else 32% (35) 22% (25) 2% (23) 8% (20) 7% (8) 02018 House Vote: Didnt Vote 37% (239) 22% (44) 3% (86) 9% (23) 9% (59) 6502016 Vote: Hillary Clinton 27% (82) 22% (47) 22% (48) 23% (55) 5% (3) 6632016 Vote: Donald Trump 25% (67) 7% (2) 9% (28) 29% (93) 0% (68) 6682016 Vote: Someone else 35% (69) 4% (28) 23% (45) 2% (4) 7% (3) 962016 Vote: Didnt Vote 39% (260) 25% (68) 2% (82) 5% (03) 9% (62) 675



131

Table AVE6_7


Demographic


movie


movie



Adults 3% (679) 2% (455) 8% (402) 22% (494) 8% (74) 2205Voted in 2014: Yes 27% (370) 8% (25) 2% (29) 25% (347) 8% (05) 364Voted in 2014: No 37% (309) 24% (204) 3% (2) 7% (47) 8% (69) 842012 Vote: Barack Obama 28% (232) 20% (63) 22% (80) 23% (86) 7% (56) 872012 Vote: Mitt Romney 23% (20) 7% (90) 9% (99) 32% (67) 9% (47) 5242012 Vote: Other 24% (24) 2% (22) 20% (2) 24% (25) % (2) 032012 Vote: Didn’t Vote 40% (303) 24% (80) 3% (02) 5% (4) 8% (59) 7584-Region: Northeast 25% (00) 9% (73) 9% (77) 27% (08) 9% (36) 3944-Region: Midwest 30% (39) 22% (00) 7% (8) 24% (3) 7% (3) 4634-Region: South 33% (269) 9% (6) 9% (53) 22% (80) 8% (64) 8264-Region: West 33% (72) 23% (2) 7% (9) 8% (93) 9% (44) 52Evangelical 26% (67) 2% (35) 20% (26) 22% (44) % (68) 640Non-Evangelical 33% (53) 20% (320) 8% (276) 22% (350) 7% (07) 565TV shows: Every day 35% (387) 2% (23) 6% (80) 22% (239) 5% (58) 095TV shows: Several times per week 3% (65) 22% (6) 20% (05) 22% (9) 6% (3) 536TV shows: About once per week 29% (39) 23% (30) 6% (22) 22% (30) 0% (3) 34TV shows: Several times per month 23% (26) 23% (26) 27% (30) 7% (9) 0% (2) 3TV shows: About once per month 3% (9) 5% (0) 8% (3) 32% (23) 22% (6) 7TV shows: Less often than once per month 27% (27) 20% (20) 22% (22) 22% (22) 9% (9) 00TV shows: Never 7% (27) 3% (20) 9% (30) 27% (42) 23% (36) 56Movies: Every day 5% (23) 24% (0) 0% (44) 2% (54) 4% (7) 455Movies: Several times per week 37% (208) 22% (23) 8% (02) 7% (93) 6% (3) 558Movies: About once per week 26% (92) 24% (86) 9% (69) 25% (89) 7% (26) 362Movies: Several times per month 22% (63) 20% (57) 24% (68) 26% (72) 7% (20) 28Movies: About once per month 24% (42) 20% (35) 2% (36) 25% (43) 9% (6) 72Movies: Less often than once per month 2% (25) 6% (34) 26% (55) 37% (77) 0% (20) 2Movies: Never % (9) 6% () 7% (28) 39% (65) 26% (44) 66


132



Demographic


movie


movie



Adults 3% (679) 2% (455) 8% (402) 22% (494) 8% (74) 2205Sports: Every day 42% (83) 20% (40) 3% (25) 22% (44) 3% (7) 98Sports: Several times per week 35% (6) 9% (64) 7% (55) 22% (73) 7% (22) 330Sports: About once per week 29% (80) 23% (64) 9% (52) 20% (55) 8% (2) 272Sports: Several times per month 3% (48) 2% (33) 24% (37) 8% (29) 7% () 58Sports: About once per month 30% (45) 25% (37) 20% (30) 8% (27) 8% () 5Sports: Less often than once per month 28% (07) 2% (78) 2% (8) 23% (87) 6% (25) 378Sports: Never 28% (200) 9% (39) 7% (22) 25% (78) % (78) 78Cable: I currently subscribe 30% (302) 8% (80) 22% (220) 24% (24) 7% (73) 05Cable: I subscribed in the past 29% (233) 27% (2) 6% (3) 20% (58) 8% (6) 793Cable: I have never subscribed 37% (45) 6% (64) 3% (52) 24% (96) 0% (4) 397Satellite television: I currently subscribe 30% (49) 20% (97) 6% (77) 24% (8) % (52) 492Satellite television: I subscribed in the past 33% (23) 22% (53) 20% (40) 20% (4) 6% (46) 70Satellite television: I have never subscribed 30% (299) 2% (206) 9% (86) 23% (235) 8% (77) 003Streaming service: I currently subscribe 36% (444) 22% (27) 8% (27) 7% (208) 7% (88) 229Streaming service: I subscribed in the past 34% (87) 25% (64) 7% (43) 8% (45) 6% (6) 255Streaming service: I have never subscribed 2% (48) 7% (20) 20% (42) 33% (24) 0% (70) 72Film: An avid fan 47% (359) 23% (79) 4% (06) 2% (94) 4% (32) 770Film: A casual fan 24% (279) 2% (247) 2% (244) 26% (299) 8% (92) 6Film: Not a fan 5% (42) 0% (29) 9% (53) 37% (00) 8% (50) 274Television: An avid fan 36% (37) 20% (22) 7% (73) 2% (222) 6% (60) 038Television: A casual fan 27% (275) 2% (23) 20% (205) 23% (232) 8% (8) 006Television: Not a fan 2% (34) 9% (30) 5% (24) 25% (40) 20% (33) 6Music: An avid fan 38% (447) 22% (262) 7% (98) 8% (208) 6% (67) 82Music: A casual fan 23% (22) 9% (77) 2% (87) 28% (256) 9% (8) 92Music: Not a fan 9% (2) 5% (6) 5% (7) 27% (30) 24% (27) Fashion: An avid fan 4% (38) 22% (74) 6% (55) 5% (49) 6% (9) 334Fashion: A casual fan 30% (27) 22% (20) 8% (62) 23% (205) 6% (58) 896Fashion: Not a fan 28% (27) 9% (80) 9% (86) 25% (240) 0% (97) 975



133

Table AVE6_7


Demographic


movie


movie



Adults 3% (679) 2% (455) 8% (402) 22% (494) 8% (74) 2205Sporting events: Every day 42% (83) 20% (40) 3% (25) 22% (44) 3% (7) 98Sporting events: Several times per week 35% (6) 9% (64) 7% (55) 22% (73) 7% (22) 330Sporting events: About once per week 29% (80) 23% (64) 9% (52) 20% (55) 8% (2) 272Sporting events: Several times per month 3% (48) 2% (33) 24% (37) 8% (29) 7% () 58Sporting events: About once per month 30% (45) 25% (37) 20% (30) 8% (27) 8% () 5Sporting events: Less often than once per month 28% (07) 2% (78) 2% (8) 23% (87) 6% (25) 378Sporting events: Never 28% (200) 9% (39) 7% (22) 25% (78) % (78) 78Cable television: I currently subscribe 30% (302) 8% (80) 22% (220) 24% (24) 7% (73) 05Cable television: I subscribed in the past 29% (233) 27% (2) 6% (3) 20% (58) 8% (6) 793Cable television: I have never subscribed 37% (45) 6% (64) 3% (52) 24% (96) 0% (4) 397Satellite television: I currently subscribe 30% (49) 20% (97) 6% (77) 24% (8) % (52) 492Satellite television: I subscribed in the past 33% (23) 22% (53) 20% (40) 20% (4) 6% (46) 70Satellite television: I have never subscribed 30% (299) 2% (206) 9% (86) 23% (235) 8% (77) 003Streaming service: I currently subscribe 36% (444) 22% (27) 8% (27) 7% (208) 7% (88) 229Streaming service: I subscribed in the past 34% (87) 25% (64) 7% (43) 8% (45) 6% (6) 255Streaming service: I have never subscribed 2% (48) 7% (20) 20% (42) 33% (24) 0% (70) 72Film: An avid fan 47% (359) 23% (79) 4% (06) 2% (94) 4% (32) 770Film: A casual fan 24% (279) 2% (247) 2% (244) 26% (299) 8% (92) 6Film: Not a fan 5% (42) 0% (29) 9% (53) 37% (00) 8% (50) 274Television: An avid fan 36% (37) 20% (22) 7% (73) 2% (222) 6% (60) 038Television: A casual fan 27% (275) 2% (23) 20% (205) 23% (232) 8% (8) 006Television: Not a fan 2% (34) 9% (30) 5% (24) 25% (40) 20% (33) 6Music: An avid fan 38% (447) 22% (262) 7% (98) 8% (208) 6% (67) 82Music: A casual fan 23% (22) 9% (77) 2% (87) 28% (256) 9% (8) 92Music: Not a fan 9% (2) 5% (6) 5% (7) 27% (30) 24% (27) Fashion: An avid fan 4% (38) 22% (74) 6% (55) 5% (49) 6% (9) 334Fashion: A casual fan 30% (27) 22% (20) 8% (62) 23% (205) 6% (58) 896Fashion: Not a fan 28% (27) 9% (80) 9% (86) 25% (240) 0% (97) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


134


Table AVE6_8: Would you see a movie with the following Marvel superheroes as the leading title character?Bucky Barnes / Winter Soldier

Demographic


movie


movie



Adults 2% (474) 24% (523) 23% (503) 2% (462) % (244) 2205Gender: Male 27% (289) 26% (282) 20% (27) 6% (68) 0% (08) 064Gender: Female 6% (84) 2% (24) 25% (286) 26% (294) 2% (36) 4Age: 18-29 36% (67) 24% (5) 20% (94) 9% (45) % (50) 47Age: 30-44 29% (58) 27% (48) 20% (09) 3% (69) % (60) 544Age: 45-54 9% (74) 28% (0) 25% (00) 7% (65) % (43) 392Age: 55-64 3% (48) 2% (76) 26% (95) 30% (07) 9% (34) 360Age: 65+ 6% (27) 7% (73) 24% (04) 40% (76) 3% (57) 437Generation Z: 18-21 37% (6) 26% (43) 23% (38) 5% (8) 8% (4) 65Millennial: Age 22-37 34% (23) 24% (5) 9% (20) 2% (79) % (7) 635Generation X: Age 38-53 2% (8) 30% (7) 24% (35) 4% (80) % (64) 568Boomers: Age 54-72 0% (74) 9% (37) 26% (86) 33% (232) % (77) 706PID: Dem (no lean) 25% (78) 23% (65) 24% (72) 20% (46) 8% (6) 722PID: Ind (no lean) 9% (56) 26% (206) 23% (83) 9% (5) 3% (05) 800PID: Rep (no lean) 20% (40) 22% (53) 22% (48) 24% (65) % (77) 682PID/Gender: DemMen 33% (07) 27% (87) 9% (62) 5% (49) 6% (9) 324PID/Gender: DemWomen 8% (7) 20% (78) 28% (0) 24% (97) % (42) 398PID/Gender: Ind Men 24% (87) 29% (06) 9% (69) 4% (50) 5% (54) 366PID/Gender: Ind Women 6% (68) 23% (00) 26% (4) 23% (0) 2% (5) 434PID/Gender: Rep Men 25% (95) 24% (89) 23% (86) 9% (69) 9% (35) 374PID/Gender: Rep Women 4% (45) 2% (64) 20% (62) 3% (96) 4% (42) 308Ideo: Liberal (1-3) 28% (97) 22% (55) 22% (59) 8% (28) 0% (72) 70Ideo: Moderate (4) 7% (79) 28% (27) 24% () 25% (3) 7% (30) 459Ideo: Conservative (5-7) 9% (35) 22% (59) 24% (7) 24% (7) % (82) 78Educ: < College 23% (346) 24% (365) 22% (33) 9% (292) 2% (8) 56Educ: Bachelors degree 9% (84) 23% (03) 26% (4) 24% (07) 8% (38) 445Educ: Post-grad 8% (43) 23% (55) 24% (58) 26% (63) 0% (25) 245



135

Table AVE6_8


Demographic


movie


movie



Adults 2% (474) 24% (523) 23% (503) 2% (462) % (244) 2205Income: Under 50k 22% (304) 25% (349) 23% (3) 8% (247) 2% (60) 37Income: 50k-100k 20% (4) 22% (24) 23% (29) 25% (40) 0% (58) 565Income: 100k+ 2% (56) 9% (50) 23% (62) 28% (75) 0% (26) 269Ethnicity: White 9% (325) 23% (390) 24% (4) 24% (407) % (92) 726Ethnicity: Hispanic 30% (04) 29% (02) 23% (82) % (37) 7% (25) 350Ethnicity: Afr. Am. 34% (95) 25% (68) 8% (50) % (30) 2% (32) 275Ethnicity: Other 26% (54) 32% (65) 20% (4) 2% (25) 0% (20) 204Relig: Protestant 7% (79) 24% (2) 25% (6) 27% (25) 8% (40) 47Relig: Roman Catholic 9% (7) 24% (90) 22% (83) 25% (97) 0% (39) 380Relig: Ath./Agn./None 24% (62) 23% (54) 23% (50) 8% (2) 2% (78) 664Relig: Something Else 26% (00) 24% (92) 20% (75) 8% (70) 2% (44) 382Relig: Jewish 22% (2) 20% () 5% (8) 3% (7) 2% (6) 53Relig: All Christian 8% (22) 24% (277) 24% (278) 23% (27) 0% (22) 59Relig: All Non-Christian 25% (262) 24% (246) 2% (224) 8% (92) 2% (22) 046Community: Urban 24% (5) 24% (5) 22% (38) 5% (95) 3% (82) 68Community: Suburban 9% (8) 25% (230) 24% (223) 23% (22) 0% (92) 939Community: Rural 22% (4) 22% (42) 22% (4) 24% (55) % (69) 648Employ: Private Sector 24% (53) 28% (73) 22% (38) 6% (02) 0% (60) 626Employ: Government 28% (44) 8% (28) 24% (37) 2% (33) 9% (4) 56Employ: Self-Employed 27% (56) 29% (62) 24% (49) 6% (34) 4% (8) 209Employ: Homemaker 6% (25) 26% (40) 26% (39) 20% (30) 2% (9) 53Employ: Student 37% (4) 29% (32) 9% (2) 9% (0) 6% (7) 2Employ: Retired 9% (46) 7% (82) 23% (3) 37% (79) 3% (64) 483Employ: Unemployed 23% (53) 22% (50) 27% (62) 5% (34) 2% (28) 229Employ: Other 23% (56) 23% (56) 8% (43) 7% (39) 8% (43) 237Military HH: Yes 22% (9) 23% (95) 2% (86) 25% (02) 8% (32) 406Military HH: No 2% (383) 24% (428) 23% (46) 20% (360) 2% (22) 799RD/WT: Right Direction 22% (86) 23% (92) 22% (85) 22% (83) 2% (06) 85RD/WT: Wrong Track 2% (287) 24% (33) 23% (38) 2% (279) 0% (38) 354


136



Demographic


movie


movie



Adults 2% (474) 24% (523) 23% (503) 2% (462) % (244) 2205Trump Job Approve 2% (93) 23% (22) 2% (98) 22% (205) 3% (6) 924Trump Job Disapprove 23% (258) 25% (283) 24% (275) 2% (237) 8% (87) 40Trump Job Strongly Approve 22% (07) 2% (03) 20% (00) 23% (5) 3% (66) 490Trump Job Somewhat Approve 20% (86) 25% (0) 23% (98) 2% (90) 2% (50) 434Trump Job Somewhat Disapprove 23% (62) 29% (80) 26% (7) 6% (43) 6% (7) 272Trump Job Strongly Disapprove 23% (96) 23% (203) 24% (204) 22% (94) 8% (7) 868Favorable of Trump 9% (77) 24% (222) 22% (99) 23% (2) % (02) 9Unfavorable of Trump 23% (260) 25% (277) 24% (272) 20% (223) 9% (98) 30Very Favorable of Trump 23% (23) 22% (9) 20% (0) 23% (25) 2% (65) 543Somewhat Favorable of Trump 5% (54) 28% (03) 24% (89) 23% (85) 0% (37) 368Somewhat Unfavorable of Trump 27% (6) 29% (65) 20% (45) 6% (35) 8% (8) 223Very Unfavorable of Trump 22% (99) 23% (23) 25% (227) 2% (89) 9% (79) 907#1 Issue: Economy 26% (55) 27% (60) 22% (30) 4% (85) 0% (58) 588#1 Issue: Security 7% (75) 9% (8) 24% (03) 26% (4) 3% (57) 430#1 Issue: Health Care 2% (83) 26% (99) 26% (00) 9% (73) 8% (3) 385#1 Issue: Medicare / Social Security % (33) 23% (68) 20% (59) 3% (93) 5% (46) 299#1 Issue: Women’s Issues 28% (34) 6% (20) 26% (32) 2% (25) 9% () 22#1 Issue: Education 33% (49) 9% (28) 2% (32) 6% (23) % (7) 5#1 Issue: Energy 9% (20) 36% (36) 9% (20) 9% (9) 7% (7) 02#1 Issue: Other 9% (24) 24% (3) 2% (27) 24% (3) 2% (6) 292018 House Vote: Democrat 22% (72) 22% (68) 26% (97) 2% (62) 9% (70) 7702018 House Vote: Republican 9% (27) 23% (57) 22% (49) 23% (58) 2% (80) 6722018 House Vote: Someone else 22% (25) 27% (30) 2% (23) 8% (9) 2% (3) 02018 House Vote: Didnt Vote 23% (49) 26% (67) 20% (32) 9% (2) 2% (80) 6502016 Vote: Hillary Clinton 20% (34) 22% (44) 25% (67) 24% (57) 9% (6) 6632016 Vote: Donald Trump 7% (3) 24% (58) 22% (49) 26% (73) % (76) 6682016 Vote: Someone else 25% (49) 23% (45) 26% (50) 5% (30) % (22) 962016 Vote: Didnt Vote 26% (76) 26% (76) 20% (36) 5% (0) 3% (85) 675



137

Table AVE6_8


Demographic


movie


movie



Adults 2% (474) 24% (523) 23% (503) 2% (462) % (244) 2205Voted in 2014: Yes 9% (265) 23% (308) 25% (335) 23% (320) 0% (36) 364Voted in 2014: No 25% (208) 26% (25) 20% (68) 7% (42) 3% (08) 842012 Vote: Barack Obama 22% (82) 22% (80) 25% (205) 2% (75) 9% (76) 872012 Vote: Mitt Romney 5% (80) 24% (28) 22% (7) 27% (4) % (57) 5242012 Vote: Other 8% (9) 22% (22) 20% (2) 27% (28) 3% (4) 032012 Vote: Didn’t Vote 25% (93) 26% (93) 2% (60) 5% (6) 3% (96) 7584-Region: Northeast 20% (79) 8% (69) 25% (00) 26% (0) % (45) 3944-Region: Midwest 20% (94) 26% (9) 9% (87) 24% (2) % (5) 4634-Region: South 23% (89) 24% (97) 2% (73) 20% (67) 2% (0) 8264-Region: West 2% () 26% (38) 27% (43) 6% (83) 9% (47) 52Evangelical 8% (6) 25% (60) 24% (56) 2% (34) % (73) 640Non-Evangelical 23% (357) 23% (364) 22% (347) 2% (328) % (70) 565TV shows: Every day 26% (284) 24% (258) 22% (240) 9% (22) 9% (00) 095TV shows: Several times per week 20% (09) 25% (35) 24% (29) 22% (8) 9% (46) 536TV shows: About once per week 6% (22) 28% (38) 9% (26) 26% (35) 0% (3) 34TV shows: Several times per month 4% (6) 27% (30) 28% (32) 7% (20) 4% (5) 3TV shows: About once per month 9% (7) 8% (3) 30% (22) 24% (7) 8% (3) 7TV shows: Less often than once per month 7% (7) 24% (24) 24% (24) 2% (2) 3% (3) 00TV shows: Never 2% (9) 6% (25) 9% (30) 25% (39) 27% (43) 56Movies: Every day 40% (80) 26% (8) 7% (78) 0% (44) 8% (35) 455Movies: Several times per week 24% (36) 26% (45) 24% (36) 7% (95) 8% (45) 558Movies: About once per week 20% (7) 29% (06) 23% (82) 9% (70) 9% (33) 362Movies: Several times per month 3% (38) 26% (73) 27% (77) 2% (59) 2% (34) 28Movies: About once per month % (9) 22% (38) 2% (37) 32% (56) 3% (22) 72Movies: Less often than once per month 8% (7) 6% (34) 26% (56) 39% (82) % (22) 2Movies: Never 7% (2) 6% (0) 22% (37) 34% (56) 3% (52) 66


138



Demographic


movie


movie



Adults 2% (474) 24% (523) 23% (503) 2% (462) % (244) 2205Sports: Every day 44% (88) 6% (3) 20% (40) 3% (26) 7% (3) 98Sports: Several times per week 28% (9) 26% (87) 9% (6) 9% (64) 8% (27) 330Sports: About once per week 20% (53) 28% (76) 24% (65) 20% (53) 9% (25) 272Sports: Several times per month 20% (32) 23% (37) 25% (40) 8% (29) 3% (2) 58Sports: About once per month 20% (3) 26% (40) 24% (36) 9% (28) 0% (6) 5Sports: Less often than once per month 4% (53) 27% (04) 28% (05) 2% (79) 0% (38) 378Sports: Never 7% (25) 2% (49) 22% (56) 26% (83) 5% (05) 78Cable: I currently subscribe 24% (240) 2% (20) 24% (248) 22% (220) 0% (97) 05Cable: I subscribed in the past 6% (29) 30% (239) 22% (78) 9% (52) 2% (94) 793Cable: I have never subscribed 26% (05) 9% (74) 9% (76) 23% (90) 3% (52) 397Satellite television: I currently subscribe 25% (25) 9% (93) 9% (95) 24% (6) 3% (63) 492Satellite television: I subscribed in the past 22% (54) 26% (83) 24% (72) 8% (29) 0% (72) 70Satellite television: I have never subscribed 9% (95) 25% (247) 24% (236) 22% (27) % (08) 003Streaming service: I currently subscribe 24% (290) 26% (35) 24% (292) 6% (96) % (36) 229Streaming service: I subscribed in the past 27% (69) 30% (77) 6% (42) 8% (46) 9% (22) 255Streaming service: I have never subscribed 6% (5) 8% (3) 23% (69) 3% (220) 2% (85) 72Film: An avid fan 35% (270) 28% (23) 20% (52) 2% (89) 6% (46) 770Film: A casual fan 5% (75) 24% (279) 26% (305) 23% (264) 2% (38) 6Film: Not a fan 0% (28) 2% (32) 7% (45) 40% (09) 22% (60) 274Television: An avid fan 27% (280) 24% (250) 2% (29) 9% (20) 8% (88) 038Television: A casual fan 7% (67) 25% (247) 25% (248) 23% (227) 2% (7) 006Television: Not a fan 6% (26) 6% (27) 22% (35) 2% (34) 24% (39) 6Music: An avid fan 27% (39) 24% (285) 23% (270) 7% (98) 9% (0) 82Music: A casual fan 5% (4) 25% (225) 23% (20) 26% (235) % (0) 92Music: Not a fan 3% (4) 2% (3) 2% (23) 26% (29) 29% (32) Fashion: An avid fan 34% (2) 23% (78) 24% (79) % (37) 8% (28) 334Fashion: A casual fan 20% (8) 26% (232) 22% (99) 22% (95) 0% (90) 896Fashion: Not a fan 8% (80) 22% (24) 23% (224) 24% (23) 3% (26) 975



139

Table AVE6_8


Demographic


movie


movie



Adults 2% (474) 24% (523) 23% (503) 2% (462) % (244) 2205Sporting events: Every day 44% (88) 6% (3) 20% (40) 3% (26) 7% (3) 98Sporting events: Several times per week 28% (9) 26% (87) 9% (6) 9% (64) 8% (27) 330Sporting events: About once per week 20% (53) 28% (76) 24% (65) 20% (53) 9% (25) 272Sporting events: Several times per month 20% (32) 23% (37) 25% (40) 8% (29) 3% (2) 58Sporting events: About once per month 20% (3) 26% (40) 24% (36) 9% (28) 0% (6) 5Sporting events: Less often than once per month 4% (53) 27% (04) 28% (05) 2% (79) 0% (38) 378Sporting events: Never 7% (25) 2% (49) 22% (56) 26% (83) 5% (05) 78Cable television: I currently subscribe 24% (240) 2% (20) 24% (248) 22% (220) 0% (97) 05Cable television: I subscribed in the past 6% (29) 30% (239) 22% (78) 9% (52) 2% (94) 793Cable television: I have never subscribed 26% (05) 9% (74) 9% (76) 23% (90) 3% (52) 397Satellite television: I currently subscribe 25% (25) 9% (93) 9% (95) 24% (6) 3% (63) 492Satellite television: I subscribed in the past 22% (54) 26% (83) 24% (72) 8% (29) 0% (72) 70Satellite television: I have never subscribed 9% (95) 25% (247) 24% (236) 22% (27) % (08) 003Streaming service: I currently subscribe 24% (290) 26% (35) 24% (292) 6% (96) % (36) 229Streaming service: I subscribed in the past 27% (69) 30% (77) 6% (42) 8% (46) 9% (22) 255Streaming service: I have never subscribed 6% (5) 8% (3) 23% (69) 3% (220) 2% (85) 72Film: An avid fan 35% (270) 28% (23) 20% (52) 2% (89) 6% (46) 770Film: A casual fan 5% (75) 24% (279) 26% (305) 23% (264) 2% (38) 6Film: Not a fan 0% (28) 2% (32) 7% (45) 40% (09) 22% (60) 274Television: An avid fan 27% (280) 24% (250) 2% (29) 9% (20) 8% (88) 038Television: A casual fan 7% (67) 25% (247) 25% (248) 23% (227) 2% (7) 006Television: Not a fan 6% (26) 6% (27) 22% (35) 2% (34) 24% (39) 6Music: An avid fan 27% (39) 24% (285) 23% (270) 7% (98) 9% (0) 82Music: A casual fan 5% (4) 25% (225) 23% (20) 26% (235) % (0) 92Music: Not a fan 3% (4) 2% (3) 2% (23) 26% (29) 29% (32) Fashion: An avid fan 34% (2) 23% (78) 24% (79) % (37) 8% (28) 334Fashion: A casual fan 20% (8) 26% (232) 22% (99) 22% (95) 0% (90) 896Fashion: Not a fan 8% (80) 22% (24) 23% (224) 24% (23) 3% (26) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


140


Table AVE6_9: Would you see a movie with the following Marvel superheroes as the leading title character?Falcon

Demographic


movie


movie



Adults 25% (544) 29% (643) 9% (409) 9% (423) 8% (86) 2205Gender: Male 29% (307) 30% (37) 9% (98) 5% (65) 7% (77) 064Gender: Female 2% (237) 29% (326) 8% (2) 23% (259) 9% (08) 4Age: 18-29 37% (74) 29% (38) 7% (80) 9% (43) 8% (36) 47Age: 30-44 30% (63) 33% (77) 9% (05) % (58) 8% (4) 544Age: 45-54 24% (95) 34% (34) 7% (67) 4% (56) 0% (40) 392Age: 55-64 8% (66) 26% (94) 20% (73) 28% (0) 7% (26) 360Age: 65+ % (46) 23% (0) 9% (83) 38% (65) 0% (42) 437Generation Z: 18-21 35% (58) 28% (46) 24% (39) 9% (5) 5% (8) 65Millennial: Age 22-37 35% (222) 3% (97) 6% (99) 0% (66) 8% (5) 635Generation X: Age 38-53 26% (45) 34% (93) 9% (09) 2% (67) 0% (54) 568Boomers: Age 54-72 5% (04) 25% (80) 20% (42) 3% (26) 9% (64) 706PID: Dem (no lean) 28% (20) 29% (2) 9% (36) 8% (3) 6% (43) 722PID: Ind (no lean) 24% (88) 3% (244) 8% (42) 8% (42) 0% (84) 800PID: Rep (no lean) 23% (54) 28% (88) 9% (30) 22% (5) 9% (59) 682PID/Gender: DemMen 32% (04) 29% (95) 9% (63) 5% (50) 4% (3) 324PID/Gender: DemWomen 24% (97) 29% (7) 8% (73) 20% (8) 8% (30) 398PID/Gender: Ind Men 28% (0) 32% (7) 6% (58) 4% (53) 0% (37) 366PID/Gender: Ind Women 20% (87) 29% (27) 9% (84) 20% (89) % (47) 434PID/Gender: Rep Men 27% (02) 28% (06) 20% (76) 7% (62) 8% (28) 374PID/Gender: Rep Women 7% (53) 27% (82) 7% (54) 29% (89) 0% (3) 308Ideo: Liberal (1-3) 29% (209) 27% (90) 20% (4) 7% (8) 7% (52) 70Ideo: Moderate (4) 22% (03) 3% (44) 20% (9) 20% (92) 6% (29) 459Ideo: Conservative (5-7) 20% (43) 3% (222) 9% (33) 22% (60) 8% (60) 78Educ: < College 26% (389) 30% (455) 7% (258) 8% (270) 9% (43) 56Educ: Bachelors degree 2% (95) 29% (28) 23% (0) 2% (95) 6% (26) 445Educ: Post-grad 24% (60) 25% (60) 2% (50) 24% (58) 7% (6) 245



141

Table AVE6_9


Demographic


movie


movie



Adults 25% (544) 29% (643) 9% (409) 9% (423) 8% (86) 2205Income: Under 50k 27% (368) 29% (400) 8% (244) 8% (240) 9% (9) 37Income: 50k-100k 22% (23) 29% (63) 20% (4) 2% (2) 8% (44) 565Income: 100k+ 9% (52) 30% (80) 9% (5) 23% (63) 9% (23) 269Ethnicity: White 20% (348) 29% (507) 20% (352) 22% (372) 8% (46) 726Ethnicity: Hispanic 33% (4) 36% (25) 4% (49) 0% (36) 8% (27) 350Ethnicity: Afr. Am. 50% (37) 24% (67) 0% (28) 0% (27) 6% (6) 275Ethnicity: Other 29% (59) 34% (69) 4% (29) 2% (24) 2% (24) 204Relig: Protestant 22% (02) 27% (27) 20% (96) 23% () 7% (35) 47Relig: Roman Catholic 20% (75) 29% (2) 8% (69) 24% (90) 9% (34) 380Relig: Ath./Agn./None 25% (68) 28% (84) 2% (4) 7% (4) 9% (57) 664Relig: Something Else 3% (20) 30% (3) 4% (53) 7% (64) 8% (32) 382Relig: Jewish 24% (3) 2% () 9% (0) 29% (6) 6% (3) 53Relig: All Christian 22% (256) 30% (347) 8% (24) 2% (246) 8% (97) 59Relig: All Non-Christian 28% (288) 28% (297) 9% (95) 7% (78) 8% (89) 046Community: Urban 29% (78) 29% (76) 6% (0) 6% (97) % (66) 68Community: Suburban 23% (23) 29% (270) 2% (93) 20% (92) 7% (70) 939Community: Rural 24% (53) 30% (97) 8% (5) 2% (34) 8% (49) 648Employ: Private Sector 29% (8) 34% (23) 7% (09) 4% (88) 6% (36) 626Employ: Government 30% (47) 29% (45) 6% (25) 8% (28) 7% (0) 56Employ: Self-Employed 25% (52) 35% (74) 23% (47) 3% (27) 4% (9) 209Employ: Homemaker 22% (34) 34% (52) 9% (29) 5% (24) 0% (5) 53Employ: Student 33% (37) 33% (36) 8% (2) % (3) 5% (5) 2Employ: Retired 5% (7) 20% (99) 9% (93) 36% (74) 0% (47) 483Employ: Unemployed 24% (55) 25% (57) 9% (44) 7% (40) 4% (33) 229Employ: Other 29% (68) 28% (67) 7% (4) 3% (3) 3% (3) 237Military HH: Yes 28% (5) 25% (04) 8% (72) 23% (94) 5% (22) 406Military HH: No 24% (429) 30% (540) 9% (337) 8% (329) 9% (64) 799RD/WT: Right Direction 24% (20) 28% (240) 9% (64) 2% (75) 8% (72) 85RD/WT: Wrong Track 25% (343) 30% (404) 8% (245) 8% (249) 8% (4) 354


142



Demographic


movie


movie



Adults 25% (544) 29% (643) 9% (409) 9% (423) 8% (86) 2205Trump Job Approve 24% (223) 28% (257) 8% (66) 2% (95) 9% (83) 924Trump Job Disapprove 26% (298) 3% (348) 9% (220) 8% (203) 6% (7) 40Trump Job Strongly Approve 24% (8) 28% (35) 7% (82) 23% (2) 9% (42) 490Trump Job Somewhat Approve 24% (04) 28% (22) 9% (84) 9% (83) 9% (4) 434Trump Job Somewhat Disapprove 25% (68) 37% (00) 8% (50) 3% (36) 7% (8) 272Trump Job Strongly Disapprove 26% (230) 29% (248) 20% (70) 9% (67) 6% (53) 868Favorable of Trump 23% (20) 28% (257) 9% (76) 22% (97) 8% (7) 9Unfavorable of Trump 26% (293) 3% (350) 9% (29) 8% (99) 6% (69) 30Very Favorable of Trump 25% (33) 28% (49) 8% (99) 22% (2) 7% (40) 543Somewhat Favorable of Trump 2% (76) 29% (08) 2% (77) 20% (75) 9% (32) 368Somewhat Unfavorable of Trump 25% (57) 36% (8) 20% (44) 3% (29) 6% (4) 223Very Unfavorable of Trump 26% (237) 30% (269) 9% (75) 9% (70) 6% (56) 907#1 Issue: Economy 29% (73) 34% (98) 6% (95) 4% (82) 7% (40) 588#1 Issue: Security 9% (83) 25% (07) 22% (94) 23% (00) % (46) 430#1 Issue: Health Care 26% (02) 3% (9) 7% (67) 8% (70) 7% (28) 385#1 Issue: Medicare / Social Security 9% (58) 25% (75) 5% (44) 3% (93) 0% (29) 299#1 Issue: Women’s Issues 27% (33) 32% (39) 20% (25) 4% (7) 6% (8) 22#1 Issue: Education 3% (47) 25% (37) 22% (33) 4% (2) 8% (2) 5#1 Issue: Energy 23% (23) 30% (3) 26% (27) 6% (7) 5% (5) 02#1 Issue: Other 20% (25) 29% (38) 9% (25) 9% (24) 3% (7) 292018 House Vote: Democrat 26% (96) 30% (228) 20% (52) 9% (45) 6% (48) 7702018 House Vote: Republican 2% (40) 28% (9) 2% (38) 22% (46) 8% (56) 6722018 House Vote: Someone else 22% (24) 34% (37) 4% (5) 6% (8) 4% (6) 02018 House Vote: Didnt Vote 28% (83) 28% (85) 6% (02) 7% (3) 0% (66) 6502016 Vote: Hillary Clinton 24% (6) 29% (93) 2% (38) 20% (36) 5% (36) 6632016 Vote: Donald Trump 9% (24) 29% (94) 9% (27) 25% (65) 9% (57) 6682016 Vote: Someone else 26% (5) 30% (59) 9% (36) 5% (29) 0% (20) 962016 Vote: Didnt Vote 3% (206) 29% (97) 6% (07) 4% (92) % (72) 675



143

Table AVE6_9


Demographic


movie


movie



Adults 25% (544) 29% (643) 9% (409) 9% (423) 8% (86) 2205Voted in 2014: Yes 23% (37) 29% (392) 9% (264) 2% (290) 7% (02) 364Voted in 2014: No 27% (227) 30% (25) 7% (45) 6% (34) 0% (84) 842012 Vote: Barack Obama 27% (222) 28% (23) 9% (54) 20% (6) 6% (48) 872012 Vote: Mitt Romney 6% (85) 28% (48) 2% (3) 25% (32) 9% (47) 5242012 Vote: Other 20% (2) 3% (32) 4% (4) 24% (25) % () 032012 Vote: Didn’t Vote 28% (26) 3% (233) 7% (28) 4% (03) 0% (79) 7584-Region: Northeast 22% (86) 25% (98) 2% (84) 24% (93) 8% (33) 3944-Region: Midwest 2% (99) 29% (36) 9% (90) 22% (04) 8% (35) 4634-Region: South 28% (23) 28% (232) 7% (45) 8% (48) 9% (70) 8264-Region: West 25% (28) 34% (77) 7% (90) 5% (78) 9% (47) 52Evangelical 24% (55) 3% (98) 7% (07) 9% (2) 9% (58) 640Non-Evangelical 25% (389) 28% (445) 9% (302) 9% (302) 8% (27) 565TV shows: Every day 27% (294) 32% (355) 8% (200) 7% (84) 6% (6) 095TV shows: Several times per week 26% (40) 27% (47) 2% (5) 20% (06) 5% (29) 536TV shows: About once per week 25% (33) 25% (33) 3% (8) 27% (36) 0% (4) 34TV shows: Several times per month 2% (24) 34% (39) 6% (8) 7% (9) 2% (3) 3TV shows: About once per month 6% (2) 8% (3) 20% (4) 22% (6) 23% (6) 7TV shows: Less often than once per month 20% (20) 24% (24) 22% (22) 22% (22) 2% (2) 00TV shows: Never 3% (2) 2% (33) 3% (2) 26% (40) 26% (4) 56Movies: Every day 47% (23) 27% (2) 5% (66) 8% (37) 4% (7) 455Movies: Several times per week 27% (48) 34% (89) 9% (05) 6% (9) 4% (24) 558Movies: About once per week 9% (70) 37% (35) 20% (72) 7% (6) 7% (25) 362Movies: Several times per month 8% (49) 34% (96) 2% (59) 8% (5) 9% (25) 28Movies: About once per month 5% (26) 27% (47) 2% (36) 26% (44) % (9) 72Movies: Less often than once per month % (22) 8% (38) 22% (46) 38% (80) 2% (25) 2Movies: Never 9% (5) 0% (6) 5% (25) 36% (60) 30% (50) 66


144



Demographic


movie


movie



Adults 25% (544) 29% (643) 9% (409) 9% (423) 8% (86) 2205Sports: Every day 45% (90) 25% (50) 2% (24) 6% (3) 2% (3) 98Sports: Several times per week 30% (00) 29% (95) 6% (53) 8% (60) 7% (22) 330Sports: About once per week 23% (62) 33% (90) 24% (64) 6% (43) 5% (3) 272Sports: Several times per month 24% (38) 26% (4) 20% (32) 9% (30) % (8) 58Sports: About once per month 23% (35) 35% (53) 9% (29) 4% (22) 7% () 5Sports: Less often than once per month 8% (68) 34% (30) 20% (76) 9% (74) 8% (3) 378Sports: Never 2% (5) 26% (84) 8% (32) 23% (64) 2% (88) 78Cable: I currently subscribe 27% (273) 26% (265) 9% (93) 2% (25) 7% (69) 05Cable: I subscribed in the past 20% (62) 35% (279) 9% (52) 6% (25) 0% (76) 793Cable: I have never subscribed 28% (09) 25% (99) 6% (63) 2% (84) 0% (4) 397Satellite television: I currently subscribe 27% (33) 25% (23) 7% (85) 22% (06) 9% (45) 492Satellite television: I subscribed in the past 25% (76) 32% (230) 20% (4) 6% (4) 7% (49) 70Satellite television: I have never subscribed 23% (235) 29% (29) 8% (82) 20% (203) 9% (92) 003Streaming service: I currently subscribe 26% (324) 34% (42) 9% (238) 4% (67) 7% (88) 229Streaming service: I subscribed in the past 3% (79) 29% (73) 8% (45) 4% (36) 9% (23) 255Streaming service: I have never subscribed 20% (4) 22% (58) 8% (26) 3% (22) 0% (74) 72Film: An avid fan 37% (285) 3% (240) 6% (24) % (86) 5% (35) 770Film: A casual fan 9% (224) 3% (365) 2% (245) 20% (232) 8% (96) 6Film: Not a fan 3% (35) 4% (39) 4% (40) 39% (05) 20% (55) 274Television: An avid fan 29% (300) 3% (326) 7% (72) 7% (75) 6% (65) 038Television: A casual fan 20% (205) 29% (293) 2% (22) 2% (20) 9% (86) 006Television: Not a fan 24% (39) 5% (24) 6% (25) 24% (38) 22% (35) 6Music: An avid fan 32% (38) 29% (344) 7% (206) 5% (80) 6% (7) 82Music: A casual fan 7% (5) 3% (279) 20% (87) 23% (2) 9% (85) 92Music: Not a fan % (2) 9% (2) 5% (6) 29% (33) 26% (29) Fashion: An avid fan 42% (40) 26% (85) 6% (55) 2% (39) 4% (5) 334Fashion: A casual fan 23% (202) 33% (29) 8% (66) 9% (68) 8% (69) 896Fashion: Not a fan 2% (202) 27% (267) 9% (88) 22% (25) % (03) 975



145

Table AVE6_9


Demographic


movie


movie



Adults 25% (544) 29% (643) 9% (409) 9% (423) 8% (86) 2205Sporting events: Every day 45% (90) 25% (50) 2% (24) 6% (3) 2% (3) 98Sporting events: Several times per week 30% (00) 29% (95) 6% (53) 8% (60) 7% (22) 330Sporting events: About once per week 23% (62) 33% (90) 24% (64) 6% (43) 5% (3) 272Sporting events: Several times per month 24% (38) 26% (4) 20% (32) 9% (30) % (8) 58Sporting events: About once per month 23% (35) 35% (53) 9% (29) 4% (22) 7% () 5Sporting events: Less often than once per month 8% (68) 34% (30) 20% (76) 9% (74) 8% (3) 378Sporting events: Never 2% (5) 26% (84) 8% (32) 23% (64) 2% (88) 78Cable television: I currently subscribe 27% (273) 26% (265) 9% (93) 2% (25) 7% (69) 05Cable television: I subscribed in the past 20% (62) 35% (279) 9% (52) 6% (25) 0% (76) 793Cable television: I have never subscribed 28% (09) 25% (99) 6% (63) 2% (84) 0% (4) 397Satellite television: I currently subscribe 27% (33) 25% (23) 7% (85) 22% (06) 9% (45) 492Satellite television: I subscribed in the past 25% (76) 32% (230) 20% (4) 6% (4) 7% (49) 70Satellite television: I have never subscribed 23% (235) 29% (29) 8% (82) 20% (203) 9% (92) 003Streaming service: I currently subscribe 26% (324) 34% (42) 9% (238) 4% (67) 7% (88) 229Streaming service: I subscribed in the past 3% (79) 29% (73) 8% (45) 4% (36) 9% (23) 255Streaming service: I have never subscribed 20% (4) 22% (58) 8% (26) 3% (22) 0% (74) 72Film: An avid fan 37% (285) 3% (240) 6% (24) % (86) 5% (35) 770Film: A casual fan 9% (224) 3% (365) 2% (245) 20% (232) 8% (96) 6Film: Not a fan 3% (35) 4% (39) 4% (40) 39% (05) 20% (55) 274Television: An avid fan 29% (300) 3% (326) 7% (72) 7% (75) 6% (65) 038Television: A casual fan 20% (205) 29% (293) 2% (22) 2% (20) 9% (86) 006Television: Not a fan 24% (39) 5% (24) 6% (25) 24% (38) 22% (35) 6Music: An avid fan 32% (38) 29% (344) 7% (206) 5% (80) 6% (7) 82Music: A casual fan 7% (5) 3% (279) 20% (87) 23% (2) 9% (85) 92Music: Not a fan % (2) 9% (2) 5% (6) 29% (33) 26% (29) Fashion: An avid fan 42% (40) 26% (85) 6% (55) 2% (39) 4% (5) 334Fashion: A casual fan 23% (202) 33% (29) 8% (66) 9% (68) 8% (69) 896Fashion: Not a fan 2% (202) 27% (267) 9% (88) 22% (25) % (03) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


146


Table AVE6_10: Would you see a movie with the following Marvel superheroes as the leading title character?Heimdall

Demographic


movie


movie



Adults 2% (464) 25% (550) 2% (460) 2% (470) 2% (26) 2205Gender: Male 27% (29) 27% (283) 8% (96) 8% (86) 0% (08) 064Gender: Female 5% (73) 23% (268) 23% (264) 25% (283) 3% (53) 4Age: 18-29 37% (73) 26% (20) 9% (88) 9% (43) 0% (47) 47Age: 30-44 28% (52) 28% (53) 2% (2) 3% (69) % (58) 544Age: 45-54 9% (75) 3% (2) 2% (82) 6% (63) 3% (5) 392Age: 55-64 % (39) 2% (75) 24% (85) 32% (4) 3% (46) 360Age: 65+ 6% (26) 8% (8) 2% (93) 4% (80) 3% (58) 437Generation Z: 18-21 35% (58) 27% (45) 2% (34) 7% () 0% (6) 65Millennial: Age 22-37 35% (22) 26% (66) 7% (07) 2% (74) 0% (66) 635Generation X: Age 38-53 20% (2) 3% (73) 23% (28) 4% (82) 3% (72) 568Boomers: Age 54-72 9% (65) 20% (43) 24% (68) 34% (24) 3% (90) 706PID: Dem (no lean) 22% (62) 28% (200) 2% (49) 2% (49) 9% (62) 722PID: Ind (no lean) 23% (85) 24% (92) 9% (50) 9% (55) 5% (9) 800PID: Rep (no lean) 7% (7) 23% (59) 24% (6) 24% (65) 2% (80) 682PID/Gender: DemMen 30% (99) 28% (90) 9% (62) 8% (57) 5% (6) 324PID/Gender: DemWomen 6% (64) 28% (0) 22% (87) 23% (92) % (45) 398PID/Gender: Ind Men 30% (09) 26% (97) 3% (47) 6% (57) 5% (57) 366PID/Gender: Ind Women 8% (76) 22% (95) 24% (03) 23% (98) 4% (62) 434PID/Gender: Rep Men 22% (84) 26% (96) 23% (88) 9% (72) 9% (35) 374PID/Gender: Rep Women % (33) 20% (63) 24% (74) 30% (94) 5% (45) 308Ideo: Liberal (1-3) 25% (80) 26% (87) 20% (44) 7% (23) % (76) 70Ideo: Moderate (4) 9% (87) 26% (9) 23% (06) 23% (06) 9% (42) 459Ideo: Conservative (5-7) 6% (4) 23% (63) 24% (70) 26% (85) 2% (86) 78Educ: < College 23% (354) 25% (376) 9% (29) 20% (299) 3% (97) 56Educ: Bachelors degree 5% (67) 27% (20) 24% (08) 25% (09) 9% (4) 445Educ: Post-grad 8% (43) 23% (55) 25% (6) 25% (62) 9% (23) 245



147

Table AVE6_10


Demographic


movie


movie



Adults 2% (464) 25% (550) 2% (460) 2% (470) 2% (26) 2205Income: Under 50k 23% (32) 26% (350) 9% (267) 9% (263) 2% (70) 37Income: 50k-100k 9% (05) 23% (30) 22% (26) 26% (45) 0% (59) 565Income: 100k+ 4% (38) 26% (7) 25% (68) 23% (62) 2% (3) 269Ethnicity: White 6% (276) 24% (46) 23% (398) 25% (425) 2% (2) 726Ethnicity: Hispanic 33% (6) 3% (08) 7% (58) 8% (30) % (38) 350Ethnicity: Afr. Am. 44% (22) 28% (76) 2% (32) 9% (25) 7% (9) 275Ethnicity: Other 32% (66) 28% (58) 5% (30) 0% (20) 5% (3) 204Relig: Protestant 2% (58) 24% (3) 27% (25) 26% (2) 2% (54) 47Relig: Roman Catholic 5% (56) 25% (96) 20% (76) 28% (06) 2% (47) 380Relig: Ath./Agn./None 25% (69) 25% (65) 20% (32) 7% (5) 3% (84) 664Relig: Something Else 30% (3) 25% (96) 6% (60) 2% (79) 9% (34) 382Relig: Jewish 28% (5) 4% (7) 5% (8) 38% (20) 6% (3) 53Relig: All Christian 6% (82) 25% (290) 23% (269) 24% (276) 2% (42) 59Relig: All Non-Christian 27% (282) 25% (26) 8% (9) 9% (94) % (8) 046Community: Urban 26% (63) 28% (74) 7% (05) 6% (98) 3% (79) 68Community: Suburban 8% (72) 24% (22) 23% (26) 24% (227) % (04) 939Community: Rural 20% (29) 24% (56) 22% (39) 22% (45) 2% (78) 648Employ: Private Sector 23% (47) 3% (94) 2% (30) 6% (00) 9% (55) 626Employ: Government 26% (40) 24% (37) 24% (37) 6% (25) % (7) 56Employ: Self-Employed 30% (64) 22% (47) 25% (53) 8% (38) 4% (8) 209Employ: Homemaker 4% (2) 27% (42) 27% (4) 3% (20) 9% (29) 53Employ: Student 40% (44) 24% (27) 8% (20) % (2) 8% (8) 2Employ: Retired 9% (4) 8% (87) 20% (99) 39% (90) 4% (66) 483Employ: Unemployed 20% (45) 27% (63) 20% (45) 8% (42) 5% (34) 229Employ: Other 26% (62) 23% (54) 5% (36) 8% (43) 8% (42) 237Military HH: Yes 2% (86) 25% (0) 9% (77) 26% (04) 9% (38) 406Military HH: No 2% (378) 25% (450) 2% (383) 20% (365) 2% (222) 799RD/WT: Right Direction 20% (73) 2% (75) 2% (8) 24% (203) 4% (8) 85RD/WT: Wrong Track 2% (29) 28% (375) 2% (279) 20% (267) % (43) 354


148



Demographic


movie


movie



Adults 2% (464) 25% (550) 2% (460) 2% (470) 2% (26) 2205Trump Job Approve 8% (69) 23% (208) 2% (93) 25% (227) 4% (28) 924Trump Job Disapprove 23% (266) 28% (37) 2% (245) 20% (223) 8% (90) 40Trump Job Strongly Approve 9% (94) 22% (09) 20% (97) 26% (25) 3% (65) 490Trump Job Somewhat Approve 7% (75) 23% (99) 22% (96) 23% (02) 4% (63) 434Trump Job Somewhat Disapprove 24% (65) 30% (82) 8% (50) 9% (5) 9% (24) 272Trump Job Strongly Disapprove 23% (20) 27% (235) 22% (95) 20% (72) 8% (66) 868Favorable of Trump 9% (7) 23% (205) 22% (200) 25% (223) 2% (2) 9Unfavorable of Trump 22% (254) 28% (39) 2% (238) 20% (222) 9% (97) 30Very Favorable of Trump 2% (3) 22% (20) 2% (2) 25% (33) 2% (65) 543Somewhat Favorable of Trump 6% (58) 23% (85) 24% (88) 25% (90) 3% (47) 368Somewhat Unfavorable of Trump 24% (53) 33% (73) 9% (42) 7% (39) 7% (6) 223Very Unfavorable of Trump 22% (20) 27% (246) 22% (96) 20% (83) 9% (8) 907#1 Issue: Economy 27% (57) 27% (59) 20% (20) 7% (98) 9% (53) 588#1 Issue: Security 4% (62) 22% (93) 22% (96) 27% (7) 4% (62) 430#1 Issue: Health Care 22% (85) 28% (06) 2% (8) 20% (76) 9% (36) 385#1 Issue: Medicare / Social Security 4% (4) 22% (66) 5% (45) 32% (97) 7% (5) 299#1 Issue: Women’s Issues 23% (27) 24% (29) 22% (26) 9% (23) 3% (6) 22#1 Issue: Education 27% (4) 22% (33) 25% (37) 6% (24) % (6) 5#1 Issue: Energy 22% (23) 30% (3) 24% (25) 5% (6) 8% (8) 02#1 Issue: Other 2% (28) 26% (34) 23% (30) 5% (20) 4% (8) 292018 House Vote: Democrat 23% (77) 26% (96) 22% (66) 2% (59) 9% (7) 7702018 House Vote: Republican 5% (04) 24% (58) 23% (56) 26% (73) 2% (8) 6722018 House Vote: Someone else 6% (8) 34% (37) 22% (24) 3% (5) 5% (6) 02018 House Vote: Didnt Vote 25% (65) 24% (57) 8% (4) 9% (22) 4% (92) 6502016 Vote: Hillary Clinton 2% (37) 26% (72) 22% (48) 22% (49) 9% (58) 6632016 Vote: Donald Trump 4% (92) 23% (56) 23% (54) 28% (90) % (76) 6682016 Vote: Someone else 22% (42) 29% (56) 23% (45) 7% (32) 0% (20) 962016 Vote: Didnt Vote 28% (92) 25% (66) 7% (2) 5% (98) 6% (06) 675



149

Table AVE6_10


Demographic


movie


movie



Adults 2% (464) 25% (550) 2% (460) 2% (470) 2% (26) 2205Voted in 2014: Yes 9% (253) 25% (346) 22% (304) 23% (36) % (45) 364Voted in 2014: No 25% (2) 24% (204) 9% (56) 8% (54) 4% (6) 842012 Vote: Barack Obama 23% (86) 27% (29) 2% (69) 2% (70) 9% (73) 872012 Vote: Mitt Romney 2% (63) 22% (3) 25% (34) 29% (50) 2% (64) 5242012 Vote: Other 7% (7) 20% (2) 23% (24) 25% (26) 6% (6) 032012 Vote: Didn’t Vote 26% (98) 26% (97) 8% (33) 6% (23) 4% (07) 7584-Region: Northeast 9% (77) 2% (82) 22% (88) 26% (0) 2% (48) 3944-Region: Midwest 7% (8) 24% (0) 2% (96) 25% (4) 3% (62) 4634-Region: South 23% (88) 25% (206) 2% (73) 20% (64) 2% (96) 8264-Region: West 23% (9) 29% (53) 20% (04) 7% (90) % (55) 52Evangelical 8% (2) 25% (6) 24% (52) 2% (33) 3% (82) 640Non-Evangelical 22% (352) 25% (390) 20% (308) 22% (337) % (78) 565TV shows: Every day 23% (256) 27% (292) 2% (23) 20% (25) 9% (00) 095TV shows: Several times per week 20% (08) 26% (39) 23% (24) 22% (5) 9% (50) 536TV shows: About once per week 9% (25) 2% (29) 20% (27) 27% (36) 3% (7) 34TV shows: Several times per month 8% (2) 28% (3) 20% (23) 7% (20) 6% (8) 3TV shows: About once per month 3% (0) 7% (2) 8% (3) 26% (8) 25% (8) 7TV shows: Less often than once per month 23% (23) 20% (20) 20% (20) 25% (25) 2% (2) 00TV shows: Never 4% (22) 7% (26) 4% (22) 26% (40) 29% (45) 56Movies: Every day 38% (73) 29% (3) 6% (75) % (5) 5% (25) 455Movies: Several times per week 23% (29) 30% (67) 22% (2) 6% (90) 9% (52) 558Movies: About once per week 8% (66) 28% (00) 22% (8) 22% (8) 0% (34) 362Movies: Several times per month 5% (42) 26% (72) 26% (72) 20% (56) 3% (38) 28Movies: About once per month 4% (23) 9% (33) 26% (45) 27% (47) 4% (24) 72Movies: Less often than once per month 9% (9) 6% (34) 9% (40) 40% (84) 6% (33) 2Movies: Never 7% (2) 8% (4) 5% (25) 36% (60) 33% (55) 66


150



Demographic


movie


movie



Adults 2% (464) 25% (550) 2% (460) 2% (470) 2% (26) 2205Sports: Every day 39% (77) 24% (48) 9% (37) 6% (32) 2% (4) 98Sports: Several times per week 25% (83) 24% (8) 20% (66) 2% (7) 9% (29) 330Sports: About once per week 8% (48) 28% (76) 25% (67) 8% (49) 2% (32) 272Sports: Several times per month 2% (33) 24% (38) 22% (34) 20% (32) 3% (20) 58Sports: About once per month 8% (27) 29% (43) 25% (38) 6% (24) 2% (9) 5Sports: Less often than once per month 7% (65) 27% (03) 23% (87) 2% (79) 2% (44) 378Sports: Never 8% (3) 22% (6) 8% (30) 25% (83) 6% (3) 78Cable: I currently subscribe 22% (220) 25% (249) 2% (24) 22% (227) 0% (06) 05Cable: I subscribed in the past 8% (4) 29% (227) 22% (74) 20% (58) 2% (93) 793Cable: I have never subscribed 26% (03) 9% (74) 8% (73) 2% (85) 6% (62) 397Satellite television: I currently subscribe 23% (5) 23% (3) 8% (87) 23% (4) 3% (63) 492Satellite television: I subscribed in the past 2% (48) 27% (92) 22% (59) 9% (32) % (80) 70Satellite television: I have never subscribed 20% (202) 24% (245) 2% (24) 22% (224) 2% (7) 003Streaming service: I currently subscribe 23% (277) 28% (348) 22% (27) 6% (9) 2% (42) 229Streaming service: I subscribed in the past 28% (7) 26% (67) 8% (46) 7% (44) 0% (27) 255Streaming service: I have never subscribed 6% (6) 9% (36) 20% (42) 33% (235) 3% (92) 72Film: An avid fan 33% (256) 29% (226) 9% (46) 2% (94) 6% (48) 770Film: A casual fan 6% (80) 25% (290) 23% (265) 23% (272) 3% (54) 6Film: Not a fan 0% (28) 2% (34) 8% (49) 38% (04) 22% (59) 274Television: An avid fan 25% (255) 27% (28) 20% (206) 9% (96) 0% (0) 038Television: A casual fan 8% (83) 24% (240) 23% (228) 24% (238) 2% (7) 006Television: Not a fan 7% (27) 8% (30) 6% (25) 23% (36) 27% (43) 6Music: An avid fan 26% (30) 26% (32) 2% (245) 7% (204) 9% () 82Music: A casual fan 5% (40) 24% (222) 2% (94) 26% (238) 3% (8) 92Music: Not a fan 2% (3) 6% (7) 9% (2) 25% (27) 29% (32) Fashion: An avid fan 33% (0) 26% (88) 20% (67) 4% (48) 6% (2) 334Fashion: A casual fan 2% (90) 28% (250) 20% (8) 2% (85) 0% (9) 896Fashion: Not a fan 7% (65) 22% (23) 22% (22) 24% (236) 5% (49) 975



151

Table AVE6_10


Demographic


movie


movie



Adults 2% (464) 25% (550) 2% (460) 2% (470) 2% (26) 2205Sporting events: Every day 39% (77) 24% (48) 9% (37) 6% (32) 2% (4) 98Sporting events: Several times per week 25% (83) 24% (8) 20% (66) 2% (7) 9% (29) 330Sporting events: About once per week 8% (48) 28% (76) 25% (67) 8% (49) 2% (32) 272Sporting events: Several times per month 2% (33) 24% (38) 22% (34) 20% (32) 3% (20) 58Sporting events: About once per month 8% (27) 29% (43) 25% (38) 6% (24) 2% (9) 5Sporting events: Less often than once per month 7% (65) 27% (03) 23% (87) 2% (79) 2% (44) 378Sporting events: Never 8% (3) 22% (6) 8% (30) 25% (83) 6% (3) 78Cable television: I currently subscribe 22% (220) 25% (249) 2% (24) 22% (227) 0% (06) 05Cable television: I subscribed in the past 8% (4) 29% (227) 22% (74) 20% (58) 2% (93) 793Cable television: I have never subscribed 26% (03) 9% (74) 8% (73) 2% (85) 6% (62) 397Satellite television: I currently subscribe 23% (5) 23% (3) 8% (87) 23% (4) 3% (63) 492Satellite television: I subscribed in the past 2% (48) 27% (92) 22% (59) 9% (32) % (80) 70Satellite television: I have never subscribed 20% (202) 24% (245) 2% (24) 22% (224) 2% (7) 003Streaming service: I currently subscribe 23% (277) 28% (348) 22% (27) 6% (9) 2% (42) 229Streaming service: I subscribed in the past 28% (7) 26% (67) 8% (46) 7% (44) 0% (27) 255Streaming service: I have never subscribed 6% (6) 9% (36) 20% (42) 33% (235) 3% (92) 72Film: An avid fan 33% (256) 29% (226) 9% (46) 2% (94) 6% (48) 770Film: A casual fan 6% (80) 25% (290) 23% (265) 23% (272) 3% (54) 6Film: Not a fan 0% (28) 2% (34) 8% (49) 38% (04) 22% (59) 274Television: An avid fan 25% (255) 27% (28) 20% (206) 9% (96) 0% (0) 038Television: A casual fan 8% (83) 24% (240) 23% (228) 24% (238) 2% (7) 006Television: Not a fan 7% (27) 8% (30) 6% (25) 23% (36) 27% (43) 6Music: An avid fan 26% (30) 26% (32) 2% (245) 7% (204) 9% () 82Music: A casual fan 5% (40) 24% (222) 2% (94) 26% (238) 3% (8) 92Music: Not a fan 2% (3) 6% (7) 9% (2) 25% (27) 29% (32) Fashion: An avid fan 33% (0) 26% (88) 20% (67) 4% (48) 6% (2) 334Fashion: A casual fan 2% (90) 28% (250) 20% (8) 2% (85) 0% (9) 896Fashion: Not a fan 7% (65) 22% (23) 22% (22) 24% (236) 5% (49) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


152


Table AVE6_11: Would you see a movie with the following Marvel superheroes as the leading title character?Mantis

Demographic


movie


movie



Adults 6% (354) 23% (58) 24% (528) 25% (553) % (253) 2205Gender: Male 9% (200) 26% (278) 22% (237) 23% (245) 0% (05) 064Gender: Female 4% (54) 2% (240) 25% (29) 27% (308) 3% (48) 4Age: 18-29 29% (34) 24% (3) 23% (07) 5% (7) 0% (45) 47Age: 30-44 20% () 27% (48) 24% (28) 7% (95) % (62) 544Age: 45-54 3% (5) 26% (03) 27% (06) 20% (77) 4% (56) 392Age: 55-64 9% (33) 20% (73) 25% (89) 35% (26) % (39) 360Age: 65+ 6% (24) 9% (8) 22% (98) 42% (84) % (50) 437Generation Z: 18-21 32% (52) 2% (35) 25% (4) 6% (27) 6% (0) 65Millennial: Age 22-37 25% (60) 25% (6) 22% (40) 6% (00) 2% (74) 635Generation X: Age 38-53 4% (8) 28% (56) 26% (47) 9% (08) 3% (76) 568Boomers: Age 54-72 7% (52) 2% (52) 24% (70) 36% (253) % (80) 706PID: Dem (no lean) 8% (28) 25% (80) 25% (78) 24% (7) 9% (65) 722PID: Ind (no lean) 6% (29) 25% (202) 23% (83) 23% (82) 3% (05) 800PID: Rep (no lean) 4% (97) 20% (36) 24% (67) 29% (200) 2% (83) 682PID/Gender: DemMen 22% (7) 29% (95) 20% (65) 24% (76) 5% (7) 324PID/Gender: DemWomen 4% (57) 2% (85) 29% (4) 24% (95) 2% (47) 398PID/Gender: Ind Men 8% (66) 27% (99) 22% (80) 20% (74) 3% (47) 366PID/Gender: Ind Women 5% (63) 24% (04) 24% (02) 25% (08) 3% (58) 434PID/Gender: Rep Men 7% (63) 23% (85) 25% (92) 25% (94) % (40) 374PID/Gender: Rep Women % (34) 7% (5) 24% (75) 34% (05) 4% (43) 308Ideo: Liberal (1-3) 20% (40) 27% (92) 22% (55) 2% (52) 0% (70) 70Ideo: Moderate (4) 7% (76) 22% (02) 27% (24) 26% (9) 8% (38) 459Ideo: Conservative (5-7) 2% (85) 20% (43) 26% (87) 30% (26) 2% (86) 78Educ: < College 7% (265) 24% (368) 22% (337) 23% (355) 3% (9) 56Educ: Bachelors degree 3% (56) 23% (04) 28% (25) 28% (23) 8% (37) 445Educ: Post-grad 4% (34) 9% (46) 27% (66) 30% (74) 0% (24) 245



153

Table AVE6_11


Demographic


movie


movie



Adults 6% (354) 23% (58) 24% (528) 25% (553) % (253) 2205Income: Under 50k 8% (247) 26% (350) 22% (308) 22% (304) 2% (62) 37Income: 50k-100k 3% (72) 2% (8) 27% (50) 29% (64) % (6) 565Income: 100k+ 3% (35) 8% (50) 26% (70) 3% (84) % (30) 269Ethnicity: White 4% (240) 22% (379) 25% (436) 28% (477) % (94) 726Ethnicity: Hispanic 23% (80) 33% (4) 9% (65) 5% (52) % (39) 350Ethnicity: Afr. Am. 25% (69) 28% (76) 20% (55) 7% (47) 0% (28) 275Ethnicity: Other 22% (45) 3% (63) 8% (38) 4% (28) 5% (3) 204Relig: Protestant 0% (49) 9% (90) 29% (36) 3% (44) % (52) 47Relig: Roman Catholic 2% (44) 23% (88) 22% (82) 33% (26) 0% (40) 380Relig: Ath./Agn./None 2% (42) 23% (56) 24% (60) 20% (30) % (76) 664Relig: Something Else 8% (68) 29% (2) 9% (7) 23% (88) % (43) 382Relig: Jewish 2% (6) 24% (3) 22% (2) 3% (6) 0% (6) 53Relig: All Christian 2% (44) 22% (250) 26% (297) 29% (335) 2% (34) 59Relig: All Non-Christian 20% (20) 26% (268) 22% (23) 2% (27) % (9) 046Community: Urban 9% (9) 27% (67) 2% (28) 20% (25) 3% (79) 68Community: Suburban 4% (29) 22% (2) 26% (247) 27% (254) 0% (98) 939Community: Rural 6% (05) 22% (40) 24% (53) 27% (73) 2% (76) 648Employ: Private Sector 8% () 28% (73) 25% (55) 2% (29) 9% (57) 626Employ: Government 9% (30) 23% (35) 24% (37) 25% (39) 0% (5) 56Employ: Self-Employed 9% (40) 25% (53) 25% (52) 25% (52) 6% (2) 209Employ: Homemaker 6% (24) 27% (4) 25% (38) 6% (25) 7% (26) 53Employ: Student 28% (3) 27% (30) 27% (3) 4% (5) 4% (5) 2Employ: Retired 7% (33) 8% (86) 23% (2) 40% (94) 2% (58) 483Employ: Unemployed 8% (42) 9% (44) 26% (60) 9% (43) 7% (39) 229Employ: Other 8% (43) 24% (56) 8% (43) 23% (55) 7% (4) 237Military HH: Yes 5% (6) 24% (96) 24% (97) 29% (8) 9% (35) 406Military HH: No 6% (293) 23% (422) 24% (43) 24% (435) 2% (27) 799RD/WT: Right Direction 8% (53) 9% (65) 23% (93) 28% (235) 2% (05) 85RD/WT: Wrong Track 5% (20) 26% (353) 25% (335) 23% (37) % (48) 354


154



Demographic


movie


movie



Adults 6% (354) 23% (58) 24% (528) 25% (553) % (253) 2205Trump Job Approve 5% (37) 9% (78) 24% (226) 29% (267) 3% (6) 924Trump Job Disapprove 7% (95) 28% (34) 24% (274) 23% (259) 9% (99) 40Trump Job Strongly Approve 6% (78) 2% (02) 2% (04) 29% (43) 3% (62) 490Trump Job Somewhat Approve 4% (59) 7% (75) 28% (2) 29% (24) 3% (54) 434Trump Job Somewhat Disapprove 8% (50) 32% (88) 23% (63) 8% (49) 8% (23) 272Trump Job Strongly Disapprove 7% (45) 26% (226) 24% (20) 24% (20) 9% (77) 868Favorable of Trump 5% (36) 20% (85) 25% (224) 29% (26) 2% (05) 9Unfavorable of Trump 7% (87) 27% (304) 24% (273) 23% (262) 9% (04) 30Very Favorable of Trump 6% (86) 2% (4) 22% (22) 29% (59) 2% (63) 543Somewhat Favorable of Trump 4% (50) 9% (7) 28% (03) 28% (02) 2% (42) 368Somewhat Unfavorable of Trump 5% (33) 32% (7) 20% (45) 24% (54) 9% (9) 223Very Unfavorable of Trump 7% (53) 26% (232) 25% (228) 23% (208) 9% (85) 907#1 Issue: Economy 8% (05) 28% (64) 23% (36) 20% (8) % (64) 588#1 Issue: Security 3% (54) 8% (79) 24% (04) 32% (38) 3% (55) 430#1 Issue: Health Care 9% (72) 26% (99) 23% (87) 23% (88) 0% (38) 385#1 Issue: Medicare / Social Security % (32) 23% (67) 20% (59) 35% (04) 2% (37) 299#1 Issue: Women’s Issues 7% (2) 24% (29) 37% (46) 5% (9) 6% (8) 22#1 Issue: Education 2% (3) 8% (28) 24% (36) 25% (37) 2% (8) 5#1 Issue: Energy 7% (7) 28% (29) 24% (24) 25% (26) 6% (6) 02#1 Issue: Other 7% (2) 8% (23) 28% (36) 7% (22) 20% (26) 292018 House Vote: Democrat 5% (6) 26% (202) 26% (200) 24% (88) 8% (64) 7702018 House Vote: Republican 4% (92) 2% (44) 24% (60) 30% (20) % (75) 6722018 House Vote: Someone else 3% (5) 24% (27) 2% (23) 24% (26) 7% (9) 02018 House Vote: Didnt Vote 20% (3) 22% (44) 22% (45) 2% (36) 4% (94) 6502016 Vote: Hillary Clinton 6% (04) 26% (7) 25% (67) 25% (68) 8% (54) 6632016 Vote: Donald Trump 2% (82) 2% (40) 23% (54) 33% (29) % (73) 6682016 Vote: Someone else 6% (3) 27% (52) 23% (46) 22% (43) 2% (24) 962016 Vote: Didnt Vote 20% (36) 23% (55) 24% (60) 8% (23) 5% (02) 675



155

Table AVE6_11


Demographic


movie


movie



Adults 6% (354) 23% (58) 24% (528) 25% (553) % (253) 2205Voted in 2014: Yes 4% (90) 24% (326) 24% (329) 28% (382) 0% (37) 364Voted in 2014: No 9% (63) 23% (92) 24% (98) 20% (7) 4% (6) 842012 Vote: Barack Obama 6% (28) 26% (25) 24% (96) 25% (207) 9% (70) 872012 Vote: Mitt Romney % (58) 20% (03) 25% (33) 33% (74) % (57) 5242012 Vote: Other 0% (0) 22% (22) 24% (25) 29% (30) 5% (6) 032012 Vote: Didn’t Vote 2% (57) 23% (77) 23% (74) 9% (40) 4% (09) 7584-Region: Northeast 5% (58) 23% (9) 23% (92) 27% (07) 2% (47) 3944-Region: Midwest 5% (68) 25% (6) 22% (03) 28% (28) % (50) 4634-Region: South 7% (38) 22% (8) 24% (20) 25% (203) 2% (03) 8264-Region: West 7% (90) 25% (3) 25% (32) 22% (5) 0% (53) 52Evangelical 3% (86) 22% (42) 26% (69) 25% (6) 3% (82) 640Non-Evangelical 7% (268) 24% (376) 23% (359) 25% (392) % (7) 565TV shows: Every day 20% (26) 24% (26) 24% (266) 23% (256) 9% (96) 095TV shows: Several times per week 3% (72) 27% (42) 26% (4) 25% (35) 9% (46) 536TV shows: About once per week 6% (2) 20% (27) 22% (29) 30% (40) 3% (7) 34TV shows: Several times per month % (2) 29% (33) 20% (23) 26% (30) 4% (6) 3TV shows: About once per month 9% (6) 20% (4) 5% () 3% (22) 24% (7) 7TV shows: Less often than once per month 9% (9) 24% (24) 26% (26) 27% (27) 4% (4) 00TV shows: Never 2% (8) % (7) 2% (33) 27% (42) 30% (46) 56Movies: Every day 32% (48) 26% (7) 9% (87) 7% (78) 6% (25) 455Movies: Several times per week 7% (92) 29% (6) 26% (43) 20% (2) 9% (49) 558Movies: About once per week 4% (50) 25% (90) 28% (0) 23% (84) 0% (37) 362Movies: Several times per month 8% (23) 24% (69) 30% (85) 27% (74) 0% (29) 28Movies: About once per month 9% (6) 26% (45) 22% (38) 30% (52) 3% (22) 72Movies: Less often than once per month 5% (0) 3% (28) 25% (52) 4% (87) 6% (34) 2Movies: Never 9% (5) 5% (8) 3% (2) 40% (66) 34% (57) 66


156



Demographic


movie


movie



Adults 6% (354) 23% (58) 24% (528) 25% (553) % (253) 2205Sports: Every day 29% (57) 26% (52) 5% (30) 22% (44) 8% (5) 98Sports: Several times per week 20% (65) 2% (70) 24% (79) 26% (86) 9% (30) 330Sports: About once per week 4% (38) 23% (63) 30% (8) 23% (62) 0% (27) 272Sports: Several times per month 8% (28) 9% (30) 28% (44) 23% (37) 2% (9) 58Sports: About once per month 0% (4) 22% (33) 37% (56) 22% (33) 0% (5) 5Sports: Less often than once per month 2% (46) 26% (00) 26% (99) 25% (93) 0% (39) 378Sports: Never 5% (05) 24% (70) 9% (39) 28% (98) 5% (06) 78Cable: I currently subscribe 7% (74) 22% (228) 23% (234) 27% (27) 0% (06) 05Cable: I subscribed in the past 3% (04) 26% (205) 27% (27) 22% (77) % (9) 793Cable: I have never subscribed 9% (75) 2% (85) 9% (77) 26% (05) 4% (56) 397Satellite television: I currently subscribe 20% (98) 2% (02) 22% (06) 25% (22) 3% (65) 492Satellite television: I subscribed in the past 5% (09) 26% (87) 24% (72) 23% (64) % (79) 70Satellite television: I have never subscribed 5% (47) 23% (230) 25% (250) 27% (266) % (0) 003Streaming service: I currently subscribe 6% (202) 27% (338) 25% (303) 20% (252) % (35) 229Streaming service: I subscribed in the past 2% (54) 23% (60) 26% (67) 8% (47) 0% (26) 255Streaming service: I have never subscribed 3% (97) 7% (20) 22% (58) 35% (254) 3% (92) 72Film: An avid fan 26% (200) 30% (228) 22% (66) 6% (26) 6% (50) 770Film: A casual fan 0% (2) 23% (264) 28% (324) 27% (32) 2% (40) 6Film: Not a fan 2% (32) 9% (25) 4% (38) 42% (5) 23% (63) 274Television: An avid fan 8% (9) 28% (288) 22% (230) 22% (23) 9% (97) 038Television: A casual fan 4% (37) 20% (205) 27% (27) 28% (278) % (4) 006Television: Not a fan 6% (25) 5% (25) 7% (27) 27% (43) 25% (4) 6Music: An avid fan 20% (236) 26% (306) 23% (267) 23% (270) 9% (04) 82Music: A casual fan % (03) 22% (98) 27% (244) 27% (250) 3% (7) 92Music: Not a fan 4% (6) 2% (4) 5% (7) 29% (33) 29% (32) Fashion: An avid fan 27% (90) 24% (80) 23% (76) 9% (65) 7% (23) 334Fashion: A casual fan 5% (37) 26% (23) 25% (220) 23% (20) % (99) 896Fashion: Not a fan 3% (27) 2% (207) 24% (232) 29% (278) 3% (3) 975



157

Table AVE6_11


Demographic


movie


movie



Adults 6% (354) 23% (58) 24% (528) 25% (553) % (253) 2205Sporting events: Every day 29% (57) 26% (52) 5% (30) 22% (44) 8% (5) 98Sporting events: Several times per week 20% (65) 2% (70) 24% (79) 26% (86) 9% (30) 330Sporting events: About once per week 4% (38) 23% (63) 30% (8) 23% (62) 0% (27) 272Sporting events: Several times per month 8% (28) 9% (30) 28% (44) 23% (37) 2% (9) 58Sporting events: About once per month 0% (4) 22% (33) 37% (56) 22% (33) 0% (5) 5Sporting events: Less often than once per month 2% (46) 26% (00) 26% (99) 25% (93) 0% (39) 378Sporting events: Never 5% (05) 24% (70) 9% (39) 28% (98) 5% (06) 78Cable television: I currently subscribe 7% (74) 22% (228) 23% (234) 27% (27) 0% (06) 05Cable television: I subscribed in the past 3% (04) 26% (205) 27% (27) 22% (77) % (9) 793Cable television: I have never subscribed 9% (75) 2% (85) 9% (77) 26% (05) 4% (56) 397Satellite television: I currently subscribe 20% (98) 2% (02) 22% (06) 25% (22) 3% (65) 492Satellite television: I subscribed in the past 5% (09) 26% (87) 24% (72) 23% (64) % (79) 70Satellite television: I have never subscribed 5% (47) 23% (230) 25% (250) 27% (266) % (0) 003Streaming service: I currently subscribe 6% (202) 27% (338) 25% (303) 20% (252) % (35) 229Streaming service: I subscribed in the past 2% (54) 23% (60) 26% (67) 8% (47) 0% (26) 255Streaming service: I have never subscribed 3% (97) 7% (20) 22% (58) 35% (254) 3% (92) 72Film: An avid fan 26% (200) 30% (228) 22% (66) 6% (26) 6% (50) 770Film: A casual fan 0% (2) 23% (264) 28% (324) 27% (32) 2% (40) 6Film: Not a fan 2% (32) 9% (25) 4% (38) 42% (5) 23% (63) 274Television: An avid fan 8% (9) 28% (288) 22% (230) 22% (23) 9% (97) 038Television: A casual fan 4% (37) 20% (205) 27% (27) 28% (278) % (4) 006Television: Not a fan 6% (25) 5% (25) 7% (27) 27% (43) 25% (4) 6Music: An avid fan 20% (236) 26% (306) 23% (267) 23% (270) 9% (04) 82Music: A casual fan % (03) 22% (98) 27% (244) 27% (250) 3% (7) 92Music: Not a fan 4% (6) 2% (4) 5% (7) 29% (33) 29% (32) Fashion: An avid fan 27% (90) 24% (80) 23% (76) 9% (65) 7% (23) 334Fashion: A casual fan 5% (37) 26% (23) 25% (220) 23% (20) % (99) 896Fashion: Not a fan 3% (27) 2% (207) 24% (232) 29% (278) 3% (3) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


158


Table AVE7_1: Would you see a movie with the following Marvel superheroes as the leading title character?Nebula

Demographic


movie


movie



Adults 2% (452) 22% (485) 22% (49) 23% (502) 2% (274) 2205Gender: Male 25% (264) 24% (250) 2% (22) 9% (205) 2% (24) 064Gender: Female 6% (88) 2% (235) 24% (270) 26% (298) 3% (50) 4Age: 18-29 37% (72) 22% (03) 9% (90) 0% (49) 2% (57) 47Age: 30-44 27% (47) 25% (38) 2% (5) 5% (79) 2% (66) 544Age: 45-54 8% (70) 24% (92) 25% (99) 20% (77) 4% (54) 392Age: 55-64 0% (36) 20% (7) 27% (97) 32% (4) 2% (43) 360Age: 65+ 6% (27) 8% (8) 2% (90) 42% (84) 3% (56) 437Generation Z: 18-21 37% (6) 25% (4) 9% (32) 0% (6) 9% (5) 65Millennial: Age 22-37 33% (20) 22% (42) 8% (6) 3% (80) 4% (86) 635Generation X: Age 38-53 20% (5) 25% (4) 26% (45) 7% (97) 2% (70) 568Boomers: Age 54-72 8% (58) 20% (42) 25% (75) 35% (244) 2% (87) 706PID: Dem (no lean) 22% (56) 23% (64) 24% (73) 23% (63) 9% (66) 722PID: Ind (no lean) 22% (74) 24% (96) 20% (6) 9% (49) 5% (2) 800PID: Rep (no lean) 8% (23) 8% (25) 23% (56) 28% (90) 3% (88) 682PID/Gender: DemMen 26% (84) 24% (77) 22% (7) 2% (68) 7% (24) 324PID/Gender: DemWomen 8% (72) 22% (87) 26% (02) 24% (95) 0% (42) 398PID/Gender: Ind Men 24% (89) 28% (03) 7% (6) 5% (57) 5% (57) 366PID/Gender: Ind Women 9% (84) 2% (93) 23% (00) 2% (92) 5% (64) 434PID/Gender: Rep Men 24% (9) 9% (7) 24% (88) 2% (80) 2% (43) 374PID/Gender: Rep Women 0% (32) 8% (55) 22% (68) 36% (0) 4% (44) 308Ideo: Liberal (1-3) 27% (93) 24% (68) 20% (43) 9% (34) 0% (72) 70Ideo: Moderate (4) 2% (96) 22% (0) 24% (09) 25% (4) 9% (40) 459Ideo: Conservative (5-7) 2% (88) 20% (47) 25% (83) 28% (202) 4% (99) 78Educ: < College 22% (330) 22% (330) 22% (332) 2% (32) 4% (22) 56Educ: Bachelors degree 8% (80) 2% (94) 25% (2) 27% (20) 9% (40) 445Educ: Post-grad 8% (43) 25% (6) 9% (48) 29% (7) 9% (22) 245



159

Table AVE7_1


Demographic


movie


movie



Adults 2% (452) 22% (485) 22% (49) 23% (502) 2% (274) 2205Income: Under 50k 22% (308) 22% (304) 23% (309) 20% (270) 3% (80) 37Income: 50k-100k 8% (00) 2% (20) 22% (24) 27% (54) 2% (66) 565Income: 100k+ 6% (43) 23% (6) 22% (58) 29% (78) % (29) 269Ethnicity: White 6% (280) 2% (366) 24% (420) 26% (442) 3% (28) 726Ethnicity: Hispanic 35% (22) 25% (87) 7% (59) 3% (45) % (37) 350Ethnicity: Afr. Am. 35% (97) 27% (73) 5% (4) % (3) 2% (33) 275Ethnicity: Other 37% (76) 22% (45) 5% (30) 5% (30) % (23) 204Relig: Protestant 4% (65) 20% (94) 25% (7) 29% (37) 2% (57) 47Relig: Roman Catholic 7% (64) 22% (84) 9% (73) 32% (2) 0% (38) 380Relig: Ath./Agn./None 26% (75) 2% (40) 23% (5) 7% (3) 3% (85) 664Relig: Something Else 24% (92) 25% (96) 9% (72) 20% (75) 2% (46) 382Relig: Jewish 5% (8) 24% (3) 4% (7) 35% (9) 2% (7) 53Relig: All Christian 6% (85) 2% (249) 23% (268) 27% (34) 2% (43) 59Relig: All Non-Christian 26% (267) 23% (236) 2% (223) 8% (88) 3% (3) 046Community: Urban 24% (48) 25% (52) 8% (0) 8% (0) 6% (98) 68Community: Suburban 9% (80) 22% (205) 24% (226) 25% (238) 0% (89) 939Community: Rural 9% (24) 20% (28) 24% (55) 24% (54) 3% (87) 648Employ: Private Sector 23% (45) 24% (5) 24% (49) 9% (2) 0% (60) 626Employ: Government 23% (36) 27% (43) 23% (36) 9% (29) 7% () 56Employ: Self-Employed 27% (56) 24% (50) 24% (5) 9% (39) 6% (3) 209Employ: Homemaker 20% (3) 22% (33) 2% (32) 20% (3) 7% (26) 53Employ: Student 39% (43) 26% (29) 5% (6) 3% (5) 8% (9) 2Employ: Retired 8% (37) 8% (89) 23% (09) 39% (88) 3% (6) 483Employ: Unemployed 24% (55) 2% (48) 20% (45) 9% (42) 7% (38) 229Employ: Other 20% (49) 8% (43) 22% (52) 6% (38) 24% (56) 237Military HH: Yes 22% (88) 2% (85) 23% (92) 26% (05) 9% (36) 406Military HH: No 20% (364) 22% (400) 22% (399) 22% (397) 3% (238) 799RD/WT: Right Direction 20% (7) 9% (66) 22% (88) 24% (207) 4% (20) 85RD/WT: Wrong Track 2% (28) 24% (39) 22% (303) 22% (296) % (55) 354


160



Demographic


movie


movie



Adults 2% (452) 22% (485) 22% (49) 23% (502) 2% (274) 2205Trump Job Approve 8% (64) 9% (78) 23% (27) 25% (234) 4% (3) 924Trump Job Disapprove 23% (262) 25% (28) 22% (256) 2% (243) 9% (98) 40Trump Job Strongly Approve 6% (80) 20% (97) 24% (6) 26% (29) 4% (67) 490Trump Job Somewhat Approve 9% (83) 9% (80) 23% (0) 24% (06) 5% (64) 434Trump Job Somewhat Disapprove 22% (6) 28% (77) 23% (6) 7% (48) 0% (26) 272Trump Job Strongly Disapprove 23% (20) 24% (205) 22% (94) 22% (95) 8% (72) 868Favorable of Trump 8% (6) 9% (76) 24% (25) 26% (239) 3% (20) 9Unfavorable of Trump 22% (250) 25% (282) 23% (254) 2% (239) 9% (05) 30Very Favorable of Trump 7% (95) 9% (04) 24% (28) 27% (46) 3% (70) 543Somewhat Favorable of Trump 8% (66) 9% (72) 24% (87) 25% (93) 4% (50) 368Somewhat Unfavorable of Trump 20% (44) 3% (70) 2% (47) 9% (42) 9% (2) 223Very Unfavorable of Trump 23% (206) 23% (22) 23% (208) 22% (97) 9% (84) 907#1 Issue: Economy 2% (26) 26% (52) 2% (25) 9% () 3% (74) 588#1 Issue: Security 5% (66) 6% (69) 26% (0) 29% (23) 5% (62) 430#1 Issue: Health Care 25% (98) 24% (9) 20% (76) 20% (79) % (4) 385#1 Issue: Medicare / Social Security 3% (38) 20% (60) 22% (65) 34% (02) 2% (35) 299#1 Issue: Women’s Issues 27% (32) 22% (27) 29% (36) 3% (5) 9% () 22#1 Issue: Education 27% (40) 26% (40) 3% (9) 2% (3) 4% (2) 5#1 Issue: Energy 26% (26) 2% (2) 25% (26) 20% (2) 7% (8) 02#1 Issue: Other 20% (26) 9% (25) 27% (35) 7% (22) 7% (22) 292018 House Vote: Democrat 2% (63) 24% (83) 23% (78) 23% (77) 9% (68) 7702018 House Vote: Republican 5% (02) 20% (3) 24% (59) 28% (87) 4% (92) 6722018 House Vote: Someone else 8% (20) 8% (9) 28% (3) 9% (2) 7% (8) 02018 House Vote: Didnt Vote 26% (67) 23% (49) 9% (22) 8% (6) 5% (96) 6502016 Vote: Hillary Clinton 20% (35) 23% (53) 23% (56) 25% (65) 8% (55) 6632016 Vote: Donald Trump 4% (97) 9% (28) 24% (59) 29% (95) 3% (89) 6682016 Vote: Someone else 22% (43) 24% (48) 2% (42) 7% (34) 5% (30) 962016 Vote: Didnt Vote 26% (76) 23% (56) 20% (35) 6% (07) 5% (0) 675



161

Table AVE7_1


Demographic


movie


movie



Adults 2% (452) 22% (485) 22% (49) 23% (502) 2% (274) 2205Voted in 2014: Yes 7% (232) 23% (308) 24% (324) 26% (355) % (44) 364Voted in 2014: No 26% (220) 2% (77) 20% (67) 7% (47) 6% (30) 842012 Vote: Barack Obama 2% (72) 24% (99) 23% (89) 22% (8) 9% (75) 872012 Vote: Mitt Romney 2% (65) 8% (92) 25% (3) 3% (60) 4% (75) 5242012 Vote: Other 9% (9) 22% (22) 22% (23) 25% (26) 3% (3) 032012 Vote: Didn’t Vote 26% (96) 23% (7) 9% (47) 8% (34) 5% (0) 7584-Region: Northeast 8% (7) 20% (80) 20% (80) 30% (9) % (44) 3944-Region: Midwest 7% (80) 24% (2) 2% (95) 26% (22) 2% (54) 4634-Region: South 20% (66) 2% (73) 25% (206) 20% (69) 4% (3) 8264-Region: West 26% (36) 23% (2) 2% (0) 8% (93) 2% (63) 52Evangelical 6% (0) 2% (34) 26% (65) 23% (49) 4% (90) 640Non-Evangelical 22% (35) 22% (35) 2% (326) 23% (354) 2% (84) 565TV shows: Every day 22% (246) 24% (26) 22% (245) 2% (229) 0% (4) 095TV shows: Several times per week 2% (2) 23% (23) 25% (32) 23% (23) 9% (46) 536TV shows: About once per week 22% (29) 2% (28) 8% (24) 28% (37) 2% (5) 34TV shows: Several times per month 9% (22) 2% (24) 20% (22) 25% (28) 5% (7) 3TV shows: About once per month 0% (7) % (8) 24% (7) 26% (9) 29% (2) 7TV shows: Less often than once per month 3% (3) 9% (9) 25% (25) 27% (27) 6% (6) 00TV shows: Never 4% (22) 4% (22) 6% (26) 26% (40) 29% (45) 56Movies: Every day 34% (56) 28% (27) 7% (76) 3% (58) 9% (39) 455Movies: Several times per week 24% (33) 22% (22) 23% (29) 2% (7) 0% (56) 558Movies: About once per week 20% (72) 26% (93) 24% (86) 20% (72) % (39) 362Movies: Several times per month 5% (43) 2% (60) 28% (80) 24% (66) % (3) 28Movies: About once per month 2% (2) 23% (39) 25% (43) 26% (45) 3% (23) 72Movies: Less often than once per month 6% (2) 4% (30) 25% (54) 39% (8) 6% (35) 2Movies: Never 9% (5) 8% (3) 4% (23) 38% (62) 32% (53) 66


162



Demographic


movie


movie



Adults 2% (452) 22% (485) 22% (49) 23% (502) 2% (274) 2205Sports: Every day 37% (74) 9% (38) 8% (36) 8% (36) 7% (5) 98Sports: Several times per week 22% (74) 23% (75) 20% (67) 24% (79) % (36) 330Sports: About once per week 8% (48) 27% (72) 26% (7) 2% (56) 9% (25) 272Sports: Several times per month 23% (36) 6% (25) 29% (47) 2% (33) % (7) 58Sports: About once per month 9% (28) 8% (27) 3% (46) 9% (29) 3% (20) 5Sports: Less often than once per month 7% (64) 24% (90) 22% (83) 24% (90) 3% (5) 378Sports: Never 8% (30) 22% (57) 20% (42) 25% (79) 5% () 78Cable: I currently subscribe 22% (222) 22% (220) 22% (29) 24% (24) % (2) 05Cable: I subscribed in the past 6% (27) 27% (24) 24% (93) 2% (66) 2% (94) 793Cable: I have never subscribed 26% (04) 3% (50) 20% (79) 24% (96) 7% (68) 397Satellite television: I currently subscribe 23% (3) 9% (94) 20% (96) 23% (4) 5% (75) 492Satellite television: I subscribed in the past 9% (33) 23% (65) 25% (78) 22% (54) % (80) 70Satellite television: I have never subscribed 2% (206) 23% (226) 22% (27) 23% (234) 2% (9) 003Streaming service: I currently subscribe 22% (274) 26% (34) 23% (285) 8% (26) % (40) 229Streaming service: I subscribed in the past 27% (68) 24% (6) 9% (49) 8% (46) 2% (3) 255Streaming service: I have never subscribed 5% (0) 5% (0) 22% (57) 33% (240) 4% (03) 72Film: An avid fan 32% (249) 26% (202) 9% (50) 4% () 8% (58) 770Film: A casual fan 5% (7) 22% (255) 25% (292) 25% (287) 3% (56) 6Film: Not a fan 2% (32) 0% (28) 8% (49) 38% (04) 22% (6) 274Television: An avid fan 23% (238) 25% (260) 2% (28) 2% (22) 0% (0) 038Television: A casual fan 8% (86) 20% (200) 24% (246) 24% (245) 3% (30) 006Television: Not a fan 7% (28) 6% (25) 7% (27) 23% (36) 27% (44) 6Music: An avid fan 25% (293) 24% (282) 22% (265) 20% (23) 9% (0) 82Music: A casual fan 5% (4) 2% (93) 23% (207) 27% (242) 4% (28) 92Music: Not a fan 6% (8) 9% (0) 6% (8) 26% (28) 33% (37) Fashion: An avid fan 3% (03) 25% (85) 20% (67) 6% (54) 7% (25) 334Fashion: A casual fan 20% (76) 23% (204) 23% (20) 23% (203) % (02) 896Fashion: Not a fan 8% (74) 20% (96) 22% (23) 25% (245) 5% (47) 975



163

Table AVE7_1


Demographic


movie


movie



Adults 2% (452) 22% (485) 22% (49) 23% (502) 2% (274) 2205Sporting events: Every day 37% (74) 9% (38) 8% (36) 8% (36) 7% (5) 98Sporting events: Several times per week 22% (74) 23% (75) 20% (67) 24% (79) % (36) 330Sporting events: About once per week 8% (48) 27% (72) 26% (7) 2% (56) 9% (25) 272Sporting events: Several times per month 23% (36) 6% (25) 29% (47) 2% (33) % (7) 58Sporting events: About once per month 9% (28) 8% (27) 3% (46) 9% (29) 3% (20) 5Sporting events: Less often than once per month 7% (64) 24% (90) 22% (83) 24% (90) 3% (5) 378Sporting events: Never 8% (30) 22% (57) 20% (42) 25% (79) 5% () 78Cable television: I currently subscribe 22% (222) 22% (220) 22% (29) 24% (24) % (2) 05Cable television: I subscribed in the past 6% (27) 27% (24) 24% (93) 2% (66) 2% (94) 793Cable television: I have never subscribed 26% (04) 3% (50) 20% (79) 24% (96) 7% (68) 397Satellite television: I currently subscribe 23% (3) 9% (94) 20% (96) 23% (4) 5% (75) 492Satellite television: I subscribed in the past 9% (33) 23% (65) 25% (78) 22% (54) % (80) 70Satellite television: I have never subscribed 2% (206) 23% (226) 22% (27) 23% (234) 2% (9) 003Streaming service: I currently subscribe 22% (274) 26% (34) 23% (285) 8% (26) % (40) 229Streaming service: I subscribed in the past 27% (68) 24% (6) 9% (49) 8% (46) 2% (3) 255Streaming service: I have never subscribed 5% (0) 5% (0) 22% (57) 33% (240) 4% (03) 72Film: An avid fan 32% (249) 26% (202) 9% (50) 4% () 8% (58) 770Film: A casual fan 5% (7) 22% (255) 25% (292) 25% (287) 3% (56) 6Film: Not a fan 2% (32) 0% (28) 8% (49) 38% (04) 22% (6) 274Television: An avid fan 23% (238) 25% (260) 2% (28) 2% (22) 0% (0) 038Television: A casual fan 8% (86) 20% (200) 24% (246) 24% (245) 3% (30) 006Television: Not a fan 7% (28) 6% (25) 7% (27) 23% (36) 27% (44) 6Music: An avid fan 25% (293) 24% (282) 22% (265) 20% (23) 9% (0) 82Music: A casual fan 5% (4) 2% (93) 23% (207) 27% (242) 4% (28) 92Music: Not a fan 6% (8) 9% (0) 6% (8) 26% (28) 33% (37) Fashion: An avid fan 3% (03) 25% (85) 20% (67) 6% (54) 7% (25) 334Fashion: A casual fan 20% (76) 23% (204) 23% (20) 23% (203) % (02) 896Fashion: Not a fan 8% (74) 20% (96) 22% (23) 25% (245) 5% (47) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


164


Table AVE7_2: Would you see a movie with the following Marvel superheroes as the leading title character?Okoye

Demographic


movie


movie



Adults 23% (57) 20% (450) 23% (497) 23% (498) % (242) 2205Gender: Male 25% (265) 22% (239) 22% (239) 2% (29) 0% (02) 064Gender: Female 22% (252) 9% (2) 23% (257) 25% (280) 2% (40) 4Age: 18-29 42% (200) 20% (94) 6% (76) 2% (54) 0% (47) 47Age: 30-44 28% (50) 25% (36) 22% (20) 6% (85) 0% (54) 544Age: 45-54 20% (80) 2% (83) 28% (0) 8% (70) 3% (50) 392Age: 55-64 3% (47) 9% (68) 26% (95) 3% (2) % (39) 360Age: 65+ 9% (4) 6% (70) 22% (97) 40% (77) 2% (52) 437Generation Z: 18-21 42% (68) 24% (39) 4% (24) % (9) 9% (5) 65Millennial: Age 22-37 37% (235) 2% (35) 8% (4) 3% (84) % (67) 635Generation X: Age 38-53 2% (9) 24% (34) 27% (52) 7% (97) 2% (67) 568Boomers: Age 54-72 2% (82) 8% (24) 26% (86) 33% (234) % (80) 706PID: Dem (no lean) 29% (22) 22% (62) 22% (56) 8% (3) 8% (6) 722PID: Ind (no lean) 24% (88) 22% (74) 2% (68) 2% (68) 3% (03) 800PID: Rep (no lean) 7% (7) 7% (5) 25% (73) 29% (200) % (78) 682PID/Gender: DemMen 32% (02) 2% (68) 2% (69) 9% (63) 7% (22) 324PID/Gender: DemWomen 28% (0) 24% (94) 22% (87) 7% (68) 0% (39) 398PID/Gender: Ind Men 24% (86) 27% (98) 9% (70) 8% (66) 3% (46) 366PID/Gender: Ind Women 23% (02) 7% (75) 23% (98) 23% (02) 3% (57) 434PID/Gender: Rep Men 20% (76) 9% (73) 27% (0) 24% (89) 9% (35) 374PID/Gender: Rep Women 3% (40) 4% (42) 23% (72) 36% (0) 4% (44) 308Ideo: Liberal (1-3) 32% (230) 22% (53) 2% (47) 8% (25) 8% (55) 70Ideo: Moderate (4) 23% (07) 20% (93) 25% (7) 23% (04) 8% (39) 459Ideo: Conservative (5-7) 2% (88) 2% (50) 25% (82) 30% (26) % (82) 78Educ: < College 25% (372) 20% (309) 22% (33) 2% (37) 2% (87) 56Educ: Bachelors degree 2% (93) 22% (96) 24% (08) 26% (5) 7% (33) 445Educ: Post-grad 2% (52) 9% (46) 24% (58) 27% (66) 9% (22) 245



165

Table AVE7_2


Demographic


movie


movie



Adults 23% (57) 20% (450) 23% (497) 23% (498) % (242) 2205Income: Under 50k 26% (352) 22% (296) 2% (284) 2% (282) % (58) 37Income: 50k-100k 2% (9) 7% (96) 26% (46) 25% (42) % (60) 565Income: 100k+ 7% (46) 2% (58) 25% (67) 27% (74) 9% (24) 269Ethnicity: White 6% (28) 20% (34) 26% (447) 26% (456) 2% (20) 726Ethnicity: Hispanic 43% (50) 22% (78) 5% (5) % (37) 0% (34) 350Ethnicity: Afr. Am. 58% (58) 23% (62) 7% (20) 6% (7) 7% (8) 275Ethnicity: Other 38% (78) 23% (48) 5% (30) 2% (25) % (23) 204Relig: Protestant 5% (72) 20% (92) 28% (3) 27% (26) 0% (49) 47Relig: Roman Catholic 8% (70) 6% (63) 23% (87) 33% (24) 0% (36) 380Relig: Ath./Agn./None 28% (83) 20% (33) 2% (42) 9% (25) 2% (80) 664Relig: Something Else 30% (5) 24% (92) 7% (65) 20% (75) 9% (36) 382Relig: Jewish 23% (2) 20% () 5% (8) 33% (7) 9% (5) 53Relig: All Christian 9% (29) 9% (225) 25% (290) 26% (299) % (26) 59Relig: All Non-Christian 28% (298) 22% (225) 20% (207) 9% (200) % (6) 046Community: Urban 32% (96) 20% (24) 9% (6) 7% (02) 3% (8) 68Community: Suburban 20% (85) 22% (209) 23% (26) 27% (250) 8% (79) 939Community: Rural 2% (36) 8% (8) 26% (65) 23% (46) 3% (82) 648Employ: Private Sector 26% (62) 24% (50) 22% (4) 20% (24) 8% (49) 626Employ: Government 27% (42) 23% (35) 26% (40) 6% (26) 8% (3) 56Employ: Self-Employed 28% (59) 8% (37) 28% (58) 20% (4) 6% (4) 209Employ: Homemaker 23% (36) 6% (25) 27% (4) 9% (29) 5% (22) 53Employ: Student 47% (52) 26% (29) 6% (7) 6% (7) 5% (6) 2Employ: Retired % (54) 7% (84) 23% (0) 38% (83) % (52) 483Employ: Unemployed 2% (49) 23% (53) 2% (48) 20% (46) 4% (33) 229Employ: Other 27% (63) 5% (36) 7% (4) 8% (43) 23% (54) 237Military HH: Yes 24% (98) 2% (86) 2% (85) 25% (00) 9% (36) 406Military HH: No 23% (49) 20% (364) 23% (42) 22% (398) % (206) 799RD/WT: Right Direction 9% (65) 7% (42) 25% (26) 26% (222) 2% (06) 85RD/WT: Wrong Track 26% (352) 23% (308) 2% (28) 20% (276) 0% (37) 354


166



Demographic


movie


movie



Adults 23% (57) 20% (450) 23% (497) 23% (498) % (242) 2205Trump Job Approve 7% (53) 7% (54) 26% (240) 28% (258) 3% (8) 924Trump Job Disapprove 29% (334) 24% (268) 2% (242) 9% (24) 7% (82) 40Trump Job Strongly Approve 9% (92) 5% (76) 25% (22) 30% (46) % (55) 490Trump Job Somewhat Approve 4% (6) 8% (79) 27% (9) 26% (3) 4% (63) 434Trump Job Somewhat Disapprove 22% (60) 28% (77) 26% (7) 7% (45) 7% (9) 272Trump Job Strongly Disapprove 32% (274) 22% (92) 20% (72) 9% (68) 7% (62) 868Favorable of Trump 7% (55) 7% (54) 26% (236) 28% (259) 2% (07) 9Unfavorable of Trump 28% (38) 25% (279) 2% (233) 9% (25) 8% (86) 30Very Favorable of Trump 9% (04) 7% (9) 25% (34) 29% (59) 0% (56) 543Somewhat Favorable of Trump 4% (5) 7% (63) 28% (02) 27% (99) 4% (52) 368Somewhat Unfavorable of Trump 22% (50) 29% (65) 23% (52) 7% (39) 8% (7) 223Very Unfavorable of Trump 30% (268) 24% (23) 20% (8) 9% (76) 8% (69) 907#1 Issue: Economy 25% (47) 25% (45) 23% (35) 8% (04) 0% (57) 588#1 Issue: Security 6% (67) 5% (63) 28% (22) 29% (27) 2% (52) 430#1 Issue: Health Care 3% (8) 22% (83) 9% (75) 9% (72) 0% (37) 385#1 Issue: Medicare / Social Security 7% (49) 9% (56) 20% (60) 3% (93) 4% (40) 299#1 Issue: Women’s Issues 34% (4) 24% (29) 2% (26) 4% (7) 7% (9) 22#1 Issue: Education 26% (39) 20% (30) 9% (29) 22% (33) 4% (2) 5#1 Issue: Energy 30% (3) 20% (20) 9% (20) 25% (25) 6% (6) 02#1 Issue: Other 20% (26) 20% (25) 23% (30) 22% (28) 5% (9) 292018 House Vote: Democrat 27% (20) 22% (70) 24% (82) 20% (55) 7% (52) 7702018 House Vote: Republican 5% (02) 7% (6) 27% (79) 29% (95) 2% (79) 6722018 House Vote: Someone else 23% (26) 9% (2) 22% (25) 23% (25) 3% (4) 02018 House Vote: Didnt Vote 28% (80) 22% (42) 7% (0) 9% (2) 5% (97) 6502016 Vote: Hillary Clinton 27% (77) 22% (43) 24% (62) 2% (36) 7% (45) 6632016 Vote: Donald Trump 3% (87) 7% (4) 26% (77) 33% (27) % (72) 6682016 Vote: Someone else 26% (5) 22% (44) 22% (43) 8% (34) 2% (25) 962016 Vote: Didnt Vote 30% (20) 22% (49) 7% (4) 6% (0) 5% (0) 675



167

Table AVE7_2


Demographic


movie


movie



Adults 23% (57) 20% (450) 23% (497) 23% (498) % (242) 2205Voted in 2014: Yes 2% (28) 2% (28) 25% (34) 25% (338) 9% (24) 364Voted in 2014: No 28% (236) 20% (70) 9% (56) 9% (6) 4% (8) 842012 Vote: Barack Obama 27% (22) 22% (78) 23% (9) 20% (62) 8% (66) 872012 Vote: Mitt Romney % (59) 7% (87) 27% (43) 34% (79) % (56) 5242012 Vote: Other 6% (6) 23% (24) 24% (25) 25% (26) 3% (3) 032012 Vote: Didn’t Vote 29% (222) 2% (62) 8% (37) 7% (3) 4% (06) 7584-Region: Northeast 20% (79) 9% (77) 23% (89) 26% (02) 2% (48) 3944-Region: Midwest 20% (93) 22% (0) 23% (09) 25% (5) 0% (46) 4634-Region: South 26% (25) 9% (58) 2% (77) 22% (80) 2% (96) 8264-Region: West 25% (3) 22% (5) 23% (2) 20% (02) 0% (53) 52Evangelical 20% (27) 2% (37) 25% (59) 22% (40) 2% (77) 640Non-Evangelical 25% (390) 20% (34) 22% (338) 23% (358) % (65) 565TV shows: Every day 26% (287) 20% (29) 23% (256) 22% (235) 9% (97) 095TV shows: Several times per week 25% (33) 23% (2) 22% (2) 23% (24) 7% (37) 536TV shows: About once per week 22% (29) 22% (29) 6% (22) 32% (43) 8% () 34TV shows: Several times per month 8% (2) 24% (27) 25% (29) 9% (2) 4% (6) 3TV shows: About once per month % (8) 3% (9) 26% (8) 23% (7) 27% (20) 7TV shows: Less often than once per month 7% (7) 23% (23) 24% (24) 25% (25) 0% (0) 00TV shows: Never 4% (22) 4% (22) 8% (27) 2% (33) 33% (52) 56Movies: Every day 38% (74) 24% (08) 5% (70) 6% (7) 7% (32) 455Movies: Several times per week 29% (6) 22% (23) 2% (6) 20% (2) 8% (46) 558Movies: About once per week 20% (73) 26% (94) 26% (93) 20% (72) 8% (30) 362Movies: Several times per month 8% (49) 20% (55) 28% (79) 24% (66) % (30) 28Movies: About once per month 8% (3) 7% (30) 32% (56) 23% (40) 0% (6) 72Movies: Less often than once per month 7% (4) 5% (3) 27% (57) 37% (78) 4% (30) 2Movies: Never 8% (4) 6% (0) 5% (25) 35% (59) 35% (58) 66


168



Demographic


movie


movie



Adults 23% (57) 20% (450) 23% (497) 23% (498) % (242) 2205Sports: Every day 39% (77) 23% (46) 5% (3) 8% (36) 4% (9) 98Sports: Several times per week 29% (94) 20% (66) 9% (63) 25% (83) 7% (24) 330Sports: About once per week 22% (59) 2% (58) 29% (78) 2% (56) 8% (20) 272Sports: Several times per month 8% (28) 24% (39) 26% (4) 20% (32) % (8) 58Sports: About once per month 22% (32) 22% (33) 25% (38) 24% (36) 8% (2) 5Sports: Less often than once per month 2% (80) 9% (73) 28% (06) 9% (73) 2% (45) 378Sports: Never 20% (45) 9% (37) 9% (39) 25% (83) 6% (4) 78Cable: I currently subscribe 24% (242) 20% (207) 22% (225) 24% (242) 0% (99) 05Cable: I subscribed in the past 2% (70) 23% (79) 24% (93) 20% (56) 2% (95) 793Cable: I have never subscribed 26% (05) 6% (65) 20% (79) 25% (00) 2% (48) 397Satellite television: I currently subscribe 27% (3) 6% (80) 9% (95) 26% (29) 2% (58) 492Satellite television: I subscribed in the past 23% (60) 22% (54) 25% (76) 20% (39) % (79) 70Satellite television: I have never subscribed 23% (226) 22% (26) 23% (226) 23% (230) % (05) 003Streaming service: I currently subscribe 26% (320) 22% (276) 23% (280) 8% (224) % (29) 229Streaming service: I subscribed in the past 30% (75) 2% (55) 22% (56) 6% (42) % (27) 255Streaming service: I have never subscribed 7% (22) 7% (9) 22% (6) 32% (232) 2% (86) 72Film: An avid fan 35% (272) 24% (84) 20% (5) 4% (08) 7% (54) 770Film: A casual fan 7% (202) 20% (235) 26% (300) 25% (290) 2% (34) 6Film: Not a fan 6% (43) % (3) 7% (46) 37% (00) 20% (54) 274Television: An avid fan 29% (30) 2% (29) 2% (222) 20% (2) 8% (84) 038Television: A casual fan 8% (85) 20% (204) 25% (249) 25% (249) 2% (20) 006Television: Not a fan 9% (3) 7% (27) 6% (26) 24% (39) 24% (38) 6Music: An avid fan 29% (345) 22% (260) 22% (262) 9% (223) 8% (92) 82Music: A casual fan 7% (56) 9% (74) 24% (25) 27% (245) 3% (22) 92Music: Not a fan 5% (7) 4% (6) 7% (9) 28% (3) 26% (29) Fashion: An avid fan 43% (43) 2% (69) 8% (59) 4% (46) 5% (7) 334Fashion: A casual fan 23% (203) 22% (99) 23% (203) 22% (97) % (95) 896Fashion: Not a fan 8% (7) 9% (83) 24% (235) 26% (255) 3% (30) 975



169

Table AVE7_2


Demographic


movie


movie



Adults 23% (57) 20% (450) 23% (497) 23% (498) % (242) 2205Sporting events: Every day 39% (77) 23% (46) 5% (3) 8% (36) 4% (9) 98Sporting events: Several times per week 29% (94) 20% (66) 9% (63) 25% (83) 7% (24) 330Sporting events: About once per week 22% (59) 2% (58) 29% (78) 2% (56) 8% (20) 272Sporting events: Several times per month 8% (28) 24% (39) 26% (4) 20% (32) % (8) 58Sporting events: About once per month 22% (32) 22% (33) 25% (38) 24% (36) 8% (2) 5Sporting events: Less often than once per month 2% (80) 9% (73) 28% (06) 9% (73) 2% (45) 378Sporting events: Never 20% (45) 9% (37) 9% (39) 25% (83) 6% (4) 78Cable television: I currently subscribe 24% (242) 20% (207) 22% (225) 24% (242) 0% (99) 05Cable television: I subscribed in the past 2% (70) 23% (79) 24% (93) 20% (56) 2% (95) 793Cable television: I have never subscribed 26% (05) 6% (65) 20% (79) 25% (00) 2% (48) 397Satellite television: I currently subscribe 27% (3) 6% (80) 9% (95) 26% (29) 2% (58) 492Satellite television: I subscribed in the past 23% (60) 22% (54) 25% (76) 20% (39) % (79) 70Satellite television: I have never subscribed 23% (226) 22% (26) 23% (226) 23% (230) % (05) 003Streaming service: I currently subscribe 26% (320) 22% (276) 23% (280) 8% (224) % (29) 229Streaming service: I subscribed in the past 30% (75) 2% (55) 22% (56) 6% (42) % (27) 255Streaming service: I have never subscribed 7% (22) 7% (9) 22% (6) 32% (232) 2% (86) 72Film: An avid fan 35% (272) 24% (84) 20% (5) 4% (08) 7% (54) 770Film: A casual fan 7% (202) 20% (235) 26% (300) 25% (290) 2% (34) 6Film: Not a fan 6% (43) % (3) 7% (46) 37% (00) 20% (54) 274Television: An avid fan 29% (30) 2% (29) 2% (222) 20% (2) 8% (84) 038Television: A casual fan 8% (85) 20% (204) 25% (249) 25% (249) 2% (20) 006Television: Not a fan 9% (3) 7% (27) 6% (26) 24% (39) 24% (38) 6Music: An avid fan 29% (345) 22% (260) 22% (262) 9% (223) 8% (92) 82Music: A casual fan 7% (56) 9% (74) 24% (25) 27% (245) 3% (22) 92Music: Not a fan 5% (7) 4% (6) 7% (9) 28% (3) 26% (29) Fashion: An avid fan 43% (43) 2% (69) 8% (59) 4% (46) 5% (7) 334Fashion: A casual fan 23% (203) 22% (99) 23% (203) 22% (97) % (95) 896Fashion: Not a fan 8% (7) 9% (83) 24% (235) 26% (255) 3% (30) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


170


Table AVE7_3: Would you see a movie with the following Marvel superheroes as the leading title character?Scarlet Witch

Demographic


movie


movie



Adults 27% (592) 24% (536) 9% (42) 20% (450) 0% (25) 2205Gender: Male 32% (338) 26% (27) 7% (84) 7% (86) 8% (85) 064Gender: Female 22% (254) 23% (265) 20% (228) 23% (264) % (30) 4Age: 18-29 43% (204) 25% (7) 5% (72) 9% (43) 8% (36) 47Age: 30-44 35% (92) 27% (46) 7% (9) 2% (65) 9% (50) 544Age: 45-54 26% (0) 28% (0) 8% (7) 7% (65) 2% (46) 392Age: 55-64 5% (54) 24% (86) 23% (8) 28% (02) 0% (37) 360Age: 65+ 0% (42) 8% (78) 22% (98) 40% (74) 0% (46) 437Generation Z: 18-21 43% (7) 27% (44) 6% (27) 8% (3) 6% (0) 65Millennial: Age 22-37 4% (258) 26% (62) 4% (89) % (68) 9% (58) 635Generation X: Age 38-53 28% (59) 27% (55) 9% (0) 5% (83) % (6) 568Boomers: Age 54-72 4% (96) 22% (53) 22% (58) 32% (225) 0% (73) 706PID: Dem (no lean) 28% (20) 27% (94) 9% (34) 20% (42) 7% (5) 722PID: Ind (no lean) 27% (23) 25% (20) 9% (54) 7% (37) 2% (95) 800PID: Rep (no lean) 26% (77) 2% (4) 8% (23) 25% (7) 0% (70) 682PID/Gender: DemMen 35% (4) 25% (83) 6% (53) 9% (6) 4% (4) 324PID/Gender: DemWomen 22% (87) 28% (2) 20% (8) 20% (8) 9% (37) 398PID/Gender: Ind Men 27% (98) 3% (4) 7% (6) 4% (53) % (40) 366PID/Gender: Ind Women 26% (5) 20% (87) 2% (93) 9% (84) 3% (55) 434PID/Gender: Rep Men 34% (25) 20% (75) 9% (70) 9% (72) 8% (3) 374PID/Gender: Rep Women 7% (52) 2% (66) 7% (53) 32% (99) 2% (38) 308Ideo: Liberal (1-3) 32% (227) 27% (89) 7% (22) 6% (6) 8% (56) 70Ideo: Moderate (4) 27% (24) 26% (8) 8% (84) 22% (03) 7% (3) 459Ideo: Conservative (5-7) 20% (46) 23% (64) 22% (58) 25% (77) 0% (74) 78Educ: < College 29% (440) 24% (364) 7% (264) 9% (283) % (65) 56Educ: Bachelors degree 22% (99) 25% () 22% (98) 24% (05) 7% (3) 445Educ: Post-grad 22% (53) 25% (6) 20% (50) 25% (6) 8% (20) 245



171

Table AVE7_3


Demographic


movie


movie



Adults 27% (592) 24% (536) 9% (42) 20% (450) 0% (25) 2205Income: Under 50k 30% (405) 24% (332) 7% (237) 8% (244) % (52) 37Income: 50k-100k 24% (36) 23% (3) 20% (5) 25% (40) 8% (43) 565Income: 100k+ 9% (5) 27% (73) 22% (59) 24% (66) 7% (20) 269Ethnicity: White 23% (403) 24% (48) 20% (345) 23% (390) 0% (70) 726Ethnicity: Hispanic 45% (57) 25% (88) 5% (5) 9% (32) 6% (22) 350Ethnicity: Afr. Am. 36% (00) 28% (77) 4% (38) 4% (40) 8% (2) 275Ethnicity: Other 43% (89) 2% (42) 5% (30) 0% (20) 2% (24) 204Relig: Protestant 7% (78) 24% (3) 22% (05) 28% (30) 9% (44) 47Relig: Roman Catholic 2% (8) 25% (96) 9% (72) 26% (97) 9% (34) 380Relig: Ath./Agn./None 3% (207) 25% (68) 9% (27) 5% (02) 9% (6) 664Relig: Something Else 36% (37) 2% (8) 3% (5) 20% (76) 0% (37) 382Relig: Jewish 32% (7) 0% (5) 3% (7) 32% (7) 4% (7) 53Relig: All Christian 2% (248) 25% (288) 20% (234) 23% (272) 0% (7) 59Relig: All Non-Christian 33% (344) 24% (248) 7% (78) 7% (77) 9% (98) 046Community: Urban 32% (99) 24% (50) 6% (97) 7% (04) % (68) 68Community: Suburban 24% (222) 25% (233) 20% (90) 23% (25) 8% (78) 939Community: Rural 26% (70) 24% (54) 9% (25) 20% (30) % (68) 648Employ: Private Sector 32% (99) 27% (70) 9% (7) 5% (96) 7% (44) 626Employ: Government 27% (42) 28% (43) 22% (34) 7% (27) 6% (0) 56Employ: Self-Employed 35% (73) 27% (57) 4% (30) 7% (36) 6% (2) 209Employ: Homemaker 25% (38) 26% (40) 22% (34) 7% (26) 0% (5) 53Employ: Student 42% (47) 28% (32) 3% (4) 0% (2) 7% (8) 2Employ: Retired 4% (66) 7% (83) 22% (06) 37% (79) 0% (49) 483Employ: Unemployed 30% (68) 24% (55) 6% (37) 6% (36) 4% (32) 229Employ: Other 25% (59) 24% (56) 6% (39) 6% (38) 20% (46) 237Military HH: Yes 28% (2) 25% (00) 8% (73) 24% (98) 6% (23) 406Military HH: No 27% (480) 24% (436) 9% (339) 20% (35) % (92) 799RD/WT: Right Direction 26% (220) 25% (20) 7% (47) 22% (84) % (90) 85RD/WT: Wrong Track 27% (372) 24% (326) 20% (265) 20% (265) 9% (25) 354


172



Demographic


movie


movie



Adults 27% (592) 24% (536) 9% (42) 20% (450) 0% (25) 2205Trump Job Approve 25% (229) 24% (225) 7% (57) 23% (26) % (98) 924Trump Job Disapprove 30% (337) 25% (284) 20% (232) 8% (207) 7% (8) 40Trump Job Strongly Approve 26% (26) 22% (06) 8% (88) 24% (7) % (54) 490Trump Job Somewhat Approve 24% (02) 27% (9) 6% (69) 23% (99) 0% (44) 434Trump Job Somewhat Disapprove 32% (88) 24% (66) 22% (6) 3% (34) 8% (23) 272Trump Job Strongly Disapprove 29% (248) 25% (28) 20% (7) 20% (72) 7% (58) 868Favorable of Trump 24% (222) 24% (222) 8% (65) 23% (23) 0% (89) 9Unfavorable of Trump 29% (330) 25% (283) 20% (227) 9% (20) 7% (8) 30Very Favorable of Trump 27% (46) 22% (2) 8% (97) 23% (26) 0% (52) 543Somewhat Favorable of Trump 2% (76) 27% (0) 8% (68) 24% (87) 0% (37) 368Somewhat Unfavorable of Trump 3% (69) 26% (58) 20% (45) 6% (36) 7% (6) 223Very Unfavorable of Trump 29% (26) 25% (225) 20% (82) 9% (75) 7% (65) 907#1 Issue: Economy 3% (82) 27% (56) 9% (0) 5% (88) 9% (5) 588#1 Issue: Security 2% (92) 2% (89) 20% (87) 26% (0) 2% (52) 430#1 Issue: Health Care 3% (20) 26% (02) 8% (68) 6% (62) 9% (33) 385#1 Issue: Medicare / Social Security 7% (5) 2% (62) 20% (59) 3% (93) 2% (34) 299#1 Issue: Women’s Issues 3% (38) 27% (33) 20% (24) 5% (8) 7% (8) 22#1 Issue: Education 30% (46) 24% (36) 7% (26) 2% (3) 8% (2) 5#1 Issue: Energy 26% (26) 29% (29) 6% (6) 26% (26) 4% (4) 02#1 Issue: Other 29% (38) 2% (28) 7% (23) 6% (2) 6% (20) 292018 House Vote: Democrat 26% (96) 25% (96) 20% (58) 2% (6) 8% (59) 7702018 House Vote: Republican 23% (53) 23% (55) 8% (24) 24% (64) % (75) 6722018 House Vote: Someone else 9% (2) 27% (30) 24% (26) 7% (8) 4% (5) 02018 House Vote: Didnt Vote 34% (222) 24% (54) 6% (04) 6% (05) 0% (66) 6502016 Vote: Hillary Clinton 24% (59) 25% (63) 22% (46) 22% (46) 7% (49) 6632016 Vote: Donald Trump 20% (36) 24% (62) 8% (20) 27% (8) 0% (69) 6682016 Vote: Someone else 24% (46) 24% (48) 22% (42) 7% (33) 4% (27) 962016 Vote: Didnt Vote 37% (248) 24% (64) 5% (04) 3% (88) 0% (70) 675



173

Table AVE7_3


Demographic


movie


movie



Adults 27% (592) 24% (536) 9% (42) 20% (450) 0% (25) 2205Voted in 2014: Yes 23% (38) 25% (337) 20% (267) 24% (323) 9% (9) 364Voted in 2014: No 33% (274) 24% (99) 7% (46) 5% (27) % (96) 842012 Vote: Barack Obama 25% (206) 25% (202) 2% (70) 2% (7) 8% (69) 872012 Vote: Mitt Romney 8% (93) 24% (26) 20% (05) 28% (47) 0% (53) 5242012 Vote: Other 23% (24) 28% (29) 5% (5) 25% (25) 0% (0) 032012 Vote: Didn’t Vote 36% (269) 24% (80) 6% (2) 4% (05) % (82) 7584-Region: Northeast 24% (95) 22% (85) 22% (85) 23% (9) 0% (38) 3944-Region: Midwest 25% (6) 25% (7) 5% (72) 24% (3) 0% (46) 4634-Region: South 28% (230) 25% (207) 8% (50) 20% (63) 9% (76) 8264-Region: West 29% (5) 25% (28) 20% (05) 6% (82) 0% (54) 52Evangelical 24% (52) 24% (54) 20% (26) 2% (36) % (72) 640Non-Evangelical 28% (440) 24% (383) 8% (286) 20% (34) 9% (43) 565TV shows: Every day 32% (347) 25% (279) 7% (88) 8% (20) 7% (80) 095TV shows: Several times per week 25% (33) 25% (32) 2% (4) 22% (20) 7% (37) 536TV shows: About once per week 27% (36) 23% (3) 7% (23) 24% (32) 9% (2) 34TV shows: Several times per month 24% (28) 26% (29) 2% (23) 8% (20) % (2) 3TV shows: About once per month 9% (7) 23% (6) 9% (4) 22% (6) 27% (9) 7TV shows: Less often than once per month 6% (7) 29% (29) 20% (20) 22% (22) 2% (2) 00TV shows: Never 6% (25) 3% (20) 9% (29) 25% (39) 27% (42) 56Movies: Every day 46% (209) 27% (22) % (5) % (50) 5% (23) 455Movies: Several times per week 3% (7) 27% (52) 20% (0) 6% (90) 6% (34) 558Movies: About once per week 28% (0) 25% (90) 22% (79) 8% (65) 8% (28) 362Movies: Several times per month 6% (46) 29% (8) 23% (63) 2% (58) % (32) 28Movies: About once per month 6% (28) 25% (43) 20% (34) 27% (47) 2% (20) 72Movies: Less often than once per month 9% (9) 7% (36) 24% (50) 37% (78) 3% (28) 2Movies: Never % (8) 8% (3) 5% (25) 36% (60) 30% (50) 66


174



Demographic


movie


movie



Adults 27% (592) 24% (536) 9% (42) 20% (450) 0% (25) 2205Sports: Every day 49% (97) 6% (32) 3% (25) 8% (36) 4% (9) 98Sports: Several times per week 33% (0) 23% (75) 8% (59) 9% (64) 7% (22) 330Sports: About once per week 26% (7) 30% (80) 8% (48) 20% (54) 7% (9) 272Sports: Several times per month 25% (40) 23% (37) 25% (40) 5% (24) % (7) 58Sports: About once per month 8% (27) 33% (50) 24% (37) 6% (25) 9% (3) 5Sports: Less often than once per month 23% (85) 27% (00) 22% (83) 20% (76) 9% (34) 378Sports: Never 22% (6) 23% (63) 7% (2) 24% (72) 4% (0) 78Cable: I currently subscribe 28% (283) 24% (246) 9% (9) 2% (25) 8% (79) 05Cable: I subscribed in the past 24% (88) 27% (27) 20% (63) 7% (39) % (87) 793Cable: I have never subscribed 30% (2) 8% (73) 5% (59) 24% (96) 2% (49) 397Satellite television: I currently subscribe 28% (40) 22% (0) 7% (83) 22% (08) 0% (5) 492Satellite television: I subscribed in the past 27% (94) 27% (89) 9% (34) 8% (29) 9% (64) 70Satellite television: I have never subscribed 26% (258) 24% (237) 9% (95) 2% (22) 0% (00) 003Streaming service: I currently subscribe 29% (359) 28% (347) 9% (235) 5% (87) 8% (0) 229Streaming service: I subscribed in the past 32% (8) 25% (63) 9% (49) 4% (35) % (27) 255Streaming service: I have never subscribed 2% (52) 8% (26) 8% (28) 32% (228) 2% (87) 72Film: An avid fan 4% (36) 27% (204) 6% (26) % (82) 5% (4) 770Film: A casual fan 20% (233) 25% (293) 2% (243) 23% (27) 0% (2) 6Film: Not a fan 6% (43) 4% (39) 6% (43) 35% (96) 9% (53) 274Television: An avid fan 33% (346) 25% (258) 7% (80) 7% (8) 7% (74) 038Television: A casual fan 2% (26) 25% (250) 20% (206) 23% (23) 0% (04) 006Television: Not a fan 9% (3) 8% (28) 6% (26) 24% (38) 23% (37) 6Music: An avid fan 34% (399) 25% (292) 8% (22) 6% (93) 7% (86) 82Music: A casual fan 9% (74) 25% (23) 9% (77) 25% (23) % (98) 92Music: Not a fan 6% (8) 3% (4) 2% (23) 22% (25) 28% (3) Fashion: An avid fan 4% (35) 23% (76) 7% (57) 3% (45) 6% (20) 334Fashion: A casual fan 27% (239) 26% (233) 9% (7) 20% (77) 9% (76) 896Fashion: Not a fan 22% (27) 23% (227) 9% (85) 23% (227) 2% (8) 975



175

Table AVE7_3


Demographic


movie


movie



Adults 27% (592) 24% (536) 9% (42) 20% (450) 0% (25) 2205Sporting events: Every day 49% (97) 6% (32) 3% (25) 8% (36) 4% (9) 98Sporting events: Several times per week 33% (0) 23% (75) 8% (59) 9% (64) 7% (22) 330Sporting events: About once per week 26% (7) 30% (80) 8% (48) 20% (54) 7% (9) 272Sporting events: Several times per month 25% (40) 23% (37) 25% (40) 5% (24) % (7) 58Sporting events: About once per month 8% (27) 33% (50) 24% (37) 6% (25) 9% (3) 5Sporting events: Less often than once per month 23% (85) 27% (00) 22% (83) 20% (76) 9% (34) 378Sporting events: Never 22% (6) 23% (63) 7% (2) 24% (72) 4% (0) 78Cable television: I currently subscribe 28% (283) 24% (246) 9% (9) 2% (25) 8% (79) 05Cable television: I subscribed in the past 24% (88) 27% (27) 20% (63) 7% (39) % (87) 793Cable television: I have never subscribed 30% (2) 8% (73) 5% (59) 24% (96) 2% (49) 397Satellite television: I currently subscribe 28% (40) 22% (0) 7% (83) 22% (08) 0% (5) 492Satellite television: I subscribed in the past 27% (94) 27% (89) 9% (34) 8% (29) 9% (64) 70Satellite television: I have never subscribed 26% (258) 24% (237) 9% (95) 2% (22) 0% (00) 003Streaming service: I currently subscribe 29% (359) 28% (347) 9% (235) 5% (87) 8% (0) 229Streaming service: I subscribed in the past 32% (8) 25% (63) 9% (49) 4% (35) % (27) 255Streaming service: I have never subscribed 2% (52) 8% (26) 8% (28) 32% (228) 2% (87) 72Film: An avid fan 4% (36) 27% (204) 6% (26) % (82) 5% (4) 770Film: A casual fan 20% (233) 25% (293) 2% (243) 23% (27) 0% (2) 6Film: Not a fan 6% (43) 4% (39) 6% (43) 35% (96) 9% (53) 274Television: An avid fan 33% (346) 25% (258) 7% (80) 7% (8) 7% (74) 038Television: A casual fan 2% (26) 25% (250) 20% (206) 23% (23) 0% (04) 006Television: Not a fan 9% (3) 8% (28) 6% (26) 24% (38) 23% (37) 6Music: An avid fan 34% (399) 25% (292) 8% (22) 6% (93) 7% (86) 82Music: A casual fan 9% (74) 25% (23) 9% (77) 25% (23) % (98) 92Music: Not a fan 6% (8) 3% (4) 2% (23) 22% (25) 28% (3) Fashion: An avid fan 4% (35) 23% (76) 7% (57) 3% (45) 6% (20) 334Fashion: A casual fan 27% (239) 26% (233) 9% (7) 20% (77) 9% (76) 896Fashion: Not a fan 22% (27) 23% (227) 9% (85) 23% (227) 2% (8) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


176


Table AVE7_4: Would you see a movie with the following Marvel superheroes as the leading title character?Shuri

Demographic


movie


movie



Adults 25% (549) 22% (476) 22% (475) 2% (465) % (240) 2205Gender: Male 28% (293) 22% (238) 22% (236) 8% (92) 0% (05) 064Gender: Female 22% (256) 2% (239) 2% (239) 24% (272) 2% (35) 4Age: 18-29 47% (222) 2% (97) 5% (7) 8% (37) 9% (44) 47Age: 30-44 3% (68) 23% (27) 2% (6) 4% (77) 0% (56) 544Age: 45-54 2% (80) 24% (95) 25% (98) 7% (65) 4% (54) 392Age: 55-64 3% (46) 2% (77) 27% (96) 29% (03) % (39) 360Age: 65+ 7% (32) 9% (8) 22% (94) 42% (84) % (47) 437Generation Z: 18-21 5% (84) 2% (35) 5% (24) 6% (0) 7% () 65Millennial: Age 22-37 40% (253) 2% (35) 7% (08) % (69) % (69) 635Generation X: Age 38-53 22% (27) 24% (38) 25% (42) 6% (9) 2% (70) 568Boomers: Age 54-72 % (75) 2% (47) 24% (7) 33% (235) % (78) 706PID: Dem (no lean) 29% (2) 24% (70) 20% (48) 9% (36) 8% (58) 722PID: Ind (no lean) 27% (22) 22% (80) 2% (65) 7% (40) 3% (04) 800PID: Rep (no lean) 8% (25) 9% (27) 24% (62) 28% (90) 2% (79) 682PID/Gender: DemMen 32% (04) 2% (69) 23% (75) 7% (55) 6% (20) 324PID/Gender: DemWomen 27% (07) 25% (00) 8% (73) 20% (80) 9% (37) 398PID/Gender: Ind Men 27% (99) 27% (98) 8% (67) 5% (54) 3% (48) 366PID/Gender: Ind Women 26% (3) 9% (8) 22% (98) 20% (86) 3% (56) 434PID/Gender: Rep Men 24% (90) 9% (70) 25% (93) 22% (83) 0% (37) 374PID/Gender: Rep Women % (35) 8% (57) 22% (69) 34% (06) 3% (4) 308Ideo: Liberal (1-3) 32% (229) 23% (64) 2% (49) 6% (4) 8% (54) 70Ideo: Moderate (4) 24% (09) 24% (09) 22% (03) 22% (00) 8% (38) 459Ideo: Conservative (5-7) 5% (06) 22% (54) 24% (73) 28% (204) % (80) 78Educ: < College 26% (402) 2% (32) 2% (32) 9% (292) 2% (88) 56Educ: Bachelors degree 2% (95) 22% (98) 24% (08) 25% (2) 7% (32) 445Educ: Post-grad 2% (52) 23% (57) 22% (55) 25% (6) 8% (20) 245



177

Table AVE7_4


Demographic


movie


movie



Adults 25% (549) 22% (476) 22% (475) 2% (465) % (240) 2205Income: Under 50k 28% (380) 22% (302) 20% (274) 9% (256) 2% (59) 37Income: 50k-100k 22% (24) 9% (05) 25% (4) 25% (4) 0% (55) 565Income: 100k+ 7% (45) 26% (69) 23% (6) 25% (68) 0% (26) 269Ethnicity: White 8% (306) 22% (380) 25% (428) 24% (422) % (90) 726Ethnicity: Hispanic 42% (46) 22% (76) 5% (54) % (38) 0% (37) 350Ethnicity: Afr. Am. 58% (6) 20% (54) 8% (2) 6% (7) 8% (22) 275Ethnicity: Other 40% (83) 2% (42) 3% (26) 3% (26) 4% (28) 204Relig: Protestant 6% (74) 2% (00) 26% (2) 27% (27) 0% (49) 47Relig: Roman Catholic 6% (62) 23% (88) 22% (85) 29% (2) 9% (32) 380Relig: Ath./Agn./None 3% (203) 2% (40) 20% (35) 6% (06) 2% (80) 664Relig: Something Else 33% (27) 22% (84) 7% (64) 8% (68) 0% (39) 382Relig: Jewish 30% (6) % (6) 9% (0) 3% (7) 8% (4) 53Relig: All Christian 9% (29) 22% (253) 24% (276) 25% (29) 0% (2) 59Relig: All Non-Christian 32% (330) 2% (224) 9% (99) 7% (74) % (9) 046Community: Urban 30% (89) 23% (39) 7% (05) 6% (00) 4% (86) 68Community: Suburban 22% (205) 22% (204) 24% (226) 23% (220) 9% (83) 939Community: Rural 24% (55) 2% (33) 22% (44) 22% (45) % (72) 648Employ: Private Sector 28% (76) 25% (54) 22% (39) 7% (07) 8% (49) 626Employ: Government 30% (46) 25% (38) 23% (36) 6% (26) 6% (9) 56Employ: Self-Employed 30% (62) 22% (46) 25% (52) 7% (36) 7% (4) 209Employ: Homemaker 24% (36) 22% (34) 2% (33) 9% (29) 5% (22) 53Employ: Student 52% (58) 25% (28) 0% () 7% (8) 6% (7) 2Employ: Retired 0% (50) 8% (88) 22% (04) 39% (89) % (52) 483Employ: Unemployed 28% (63) 9% (43) 22% (49) 8% (40) 4% (33) 229Employ: Other 25% (58) 9% (45) 2% (50) 3% (3) 23% (54) 237Military HH: Yes 26% (04) 2% (85) 20% (8) 25% (0) 9% (35) 406Military HH: No 25% (444) 22% (39) 22% (394) 20% (363) % (205) 799RD/WT: Right Direction 2% (79) 8% (56) 24% (205) 24% (20) 3% () 85RD/WT: Wrong Track 27% (370) 24% (32) 20% (270) 9% (264) 0% (29) 354


178



Demographic


movie


movie



Adults 25% (549) 22% (476) 22% (475) 2% (465) % (240) 2205Trump Job Approve 9% (72) 9% (77) 24% (224) 26% (238) 2% (2) 924Trump Job Disapprove 30% (347) 23% (266) 2% (24) 8% (204) 7% (8) 40Trump Job Strongly Approve 9% (94) 6% (80) 26% (27) 27% (3) 2% (58) 490Trump Job Somewhat Approve 8% (79) 22% (97) 22% (96) 25% (07) 2% (54) 434Trump Job Somewhat Disapprove 26% (7) 28% (76) 2% (57) 8% (48) 7% (20) 272Trump Job Strongly Disapprove 32% (276) 22% (90) 2% (84) 8% (56) 7% (6) 868Favorable of Trump 9% (72) 9% (73) 24% (220) 27% (24) 2% (05) 9Unfavorable of Trump 30% (334) 25% (278) 20% (232) 8% (20) 8% (85) 30Very Favorable of Trump 20% (09) 6% (87) 26% (40) 27% (46) % (6) 543Somewhat Favorable of Trump 7% (63) 23% (86) 22% (79) 26% (95) 2% (44) 368Somewhat Unfavorable of Trump 25% (56) 30% (67) 9% (42) 8% (4) 8% (8) 223Very Unfavorable of Trump 3% (278) 23% (2) 2% (90) 8% (6) 7% (68) 907#1 Issue: Economy 28% (65) 26% (53) 22% (28) 6% (93) 8% (49) 588#1 Issue: Security 6% (69) 5% (64) 27% (5) 28% (23) 4% (60) 430#1 Issue: Health Care 3% (9) 23% (87) 8% (69) 9% (72) 0% (39) 385#1 Issue: Medicare / Social Security 6% (47) 25% (74) 9% (56) 29% (88) 2% (36) 299#1 Issue: Women’s Issues 38% (46) 2% (26) 2% (25) 4% (7) 6% (8) 22#1 Issue: Education 28% (42) 2% (32) 7% (26) 9% (29) 4% (22) 5#1 Issue: Energy 29% (30) 9% (9) 25% (25) 2% (2) 6% (6) 02#1 Issue: Other 24% (3) 7% (22) 24% (3) 8% (23) 7% (22) 292018 House Vote: Democrat 29% (222) 23% (78) 23% (75) 8% (42) 7% (53) 7702018 House Vote: Republican 6% (09) 9% (28) 25% (65) 28% (9) 2% (79) 6722018 House Vote: Someone else 23% (26) 22% (24) 23% (26) 6% (8) 5% (6) 02018 House Vote: Didnt Vote 29% (9) 22% (44) 7% (09) 7% (3) 4% (92) 6502016 Vote: Hillary Clinton 27% (8) 23% (54) 23% (55) 9% (29) 7% (45) 6632016 Vote: Donald Trump 5% (00) 8% (20) 26% (72) 30% (203) % (73) 6682016 Vote: Someone else 26% (50) 25% (49) 20% (40) 8% (35) % (22) 962016 Vote: Didnt Vote 32% (26) 23% (53) 6% (09) 4% (96) 5% (00) 675



179

Table AVE7_4


Demographic


movie


movie



Adults 25% (549) 22% (476) 22% (475) 2% (465) % (240) 2205Voted in 2014: Yes 22% (296) 22% (297) 24% (329) 24% (323) 9% (9) 364Voted in 2014: No 30% (253) 2% (79) 7% (46) 7% (42) 4% (2) 842012 Vote: Barack Obama 28% (226) 23% (90) 22% (78) 9% (57) 8% (65) 872012 Vote: Mitt Romney % (59) 8% (95) 27% (44) 32% (69) % (57) 5242012 Vote: Other 9% (20) 2% (2) 26% (27) 23% (24) 2% (2) 032012 Vote: Didn’t Vote 32% (244) 22% (69) 7% (27) 5% (3) 4% (05) 7584-Region: Northeast 22% (86) 20% (77) 2% (83) 28% (0) 0% (39) 3944-Region: Midwest 22% (02) 2% (98) 23% (06) 23% (08) % (49) 4634-Region: South 29% (236) 20% (67) 20% (66) 9% (60) 2% (97) 8264-Region: West 24% (24) 26% (35) 23% (20) 7% (87) % (55) 52Evangelical 2% (37) 2% (37) 23% (49) 22% (39) 2% (77) 640Non-Evangelical 26% (4) 22% (340) 2% (326) 2% (326) 0% (63) 565TV shows: Every day 27% (292) 23% (257) 2% (230) 2% (225) 8% (9) 095TV shows: Several times per week 26% (37) 23% (26) 23% (25) 2% (3) 7% (36) 536TV shows: About once per week 26% (35) 7% (22) 20% (27) 27% (36) 0% (4) 34TV shows: Several times per month 30% (33) 6% (9) 23% (26) 7% (20) 3% (5) 3TV shows: About once per month 22% (6) 9% (7) 26% (9) 5% () 27% (9) 7TV shows: Less often than once per month 5% (5) 26% (26) 22% (22) 23% (23) 3% (3) 00TV shows: Never 3% (2) 3% (2) 6% (26) 24% (37) 33% (52) 56Movies: Every day 40% (84) 25% (5) 5% (67) 2% (56) 7% (33) 455Movies: Several times per week 27% (5) 25% (40) 23% (29) 8% (0) 7% (37) 558Movies: About once per week 24% (86) 26% (93) 23% (83) 9% (68) 9% (32) 362Movies: Several times per month 23% (64) 8% (49) 25% (7) 23% (65) % (32) 28Movies: About once per month 9% (32) 22% (38) 25% (42) 24% (4) % (9) 72Movies: Less often than once per month 8% (8) 6% (33) 27% (56) 35% (74) 4% (29) 2Movies: Never 8% (4) 5% (8) 6% (26) 35% (59) 36% (59) 66


180



Demographic


movie


movie



Adults 25% (549) 22% (476) 22% (475) 2% (465) % (240) 2205Sports: Every day 4% (8) 22% (43) 4% (28) 8% (36) 5% (0) 98Sports: Several times per week 30% (97) 20% (67) 22% (72) 2% (70) 7% (23) 330Sports: About once per week 22% (59) 24% (65) 26% (72) 20% (54) 8% (22) 272Sports: Several times per month 24% (39) 23% (36) 25% (39) 8% (28) 0% (6) 58Sports: About once per month 22% (34) 25% (37) 27% (40) 7% (26) 9% (4) 5Sports: Less often than once per month 22% (84) 2% (8) 25% (95) 2% (78) % (40) 378Sports: Never 22% (56) 20% (47) 8% (28) 24% (73) 6% (5) 78Cable: I currently subscribe 25% (256) 22% (220) 2% (24) 23% (229) 9% (96) 05Cable: I subscribed in the past 23% (83) 24% (89) 23% (83) 8% (45) 2% (93) 793Cable: I have never subscribed 27% (09) 7% (68) 20% (78) 23% (9) 3% (5) 397Satellite television: I currently subscribe 26% (30) 9% (92) 20% (97) 23% (3) 2% (62) 492Satellite television: I subscribed in the past 27% (94) 22% (55) 22% (55) 8% (27) % (78) 70Satellite television: I have never subscribed 22% (224) 23% (230) 22% (223) 22% (225) 0% (00) 003Streaming service: I currently subscribe 27% (336) 25% (307) 22% (266) 6% (97) 0% (23) 229Streaming service: I subscribed in the past 35% (90) 2% (54) 8% (47) 4% (37) % (27) 255Streaming service: I have never subscribed 7% (22) 6% (6) 22% (62) 32% (23) 2% (90) 72Film: An avid fan 34% (265) 27% (208) 20% (50) 2% (93) 7% (54) 770Film: A casual fan 2% (240) 20% (237) 24% (280) 24% (276) % (29) 6Film: Not a fan 6% (44) 2% (32) 6% (45) 35% (96) 2% (57) 274Television: An avid fan 28% (295) 23% (239) 2% (26) 9% (98) 9% (90) 038Television: A casual fan 22% (28) 2% (25) 23% (230) 23% (235) % (08) 006Television: Not a fan 22% (36) 4% (22) 8% (29) 20% (32) 26% (42) 6Music: An avid fan 3% (362) 24% (278) 2% (250) 7% (203) 8% (90) 82Music: A casual fan 9% (73) 20% (83) 22% (204) 26% (235) 3% (6) 92Music: Not a fan 2% (3) 4% (5) 9% (2) 24% (26) 3% (35) Fashion: An avid fan 47% (55) 2% (7) 4% (48) 3% (43) 5% (7) 334Fashion: A casual fan 23% (2) 23% (20) 23% (203) 20% (83) 0% (90) 896Fashion: Not a fan 9% (83) 20% (95) 23% (225) 24% (239) 4% (33) 975



181

Table AVE7_4


Demographic


movie


movie



Adults 25% (549) 22% (476) 22% (475) 2% (465) % (240) 2205Sporting events: Every day 4% (8) 22% (43) 4% (28) 8% (36) 5% (0) 98Sporting events: Several times per week 30% (97) 20% (67) 22% (72) 2% (70) 7% (23) 330Sporting events: About once per week 22% (59) 24% (65) 26% (72) 20% (54) 8% (22) 272Sporting events: Several times per month 24% (39) 23% (36) 25% (39) 8% (28) 0% (6) 58Sporting events: About once per month 22% (34) 25% (37) 27% (40) 7% (26) 9% (4) 5Sporting events: Less often than once per month 22% (84) 2% (8) 25% (95) 2% (78) % (40) 378Sporting events: Never 22% (56) 20% (47) 8% (28) 24% (73) 6% (5) 78Cable television: I currently subscribe 25% (256) 22% (220) 2% (24) 23% (229) 9% (96) 05Cable television: I subscribed in the past 23% (83) 24% (89) 23% (83) 8% (45) 2% (93) 793Cable television: I have never subscribed 27% (09) 7% (68) 20% (78) 23% (9) 3% (5) 397Satellite television: I currently subscribe 26% (30) 9% (92) 20% (97) 23% (3) 2% (62) 492Satellite television: I subscribed in the past 27% (94) 22% (55) 22% (55) 8% (27) % (78) 70Satellite television: I have never subscribed 22% (224) 23% (230) 22% (223) 22% (225) 0% (00) 003Streaming service: I currently subscribe 27% (336) 25% (307) 22% (266) 6% (97) 0% (23) 229Streaming service: I subscribed in the past 35% (90) 2% (54) 8% (47) 4% (37) % (27) 255Streaming service: I have never subscribed 7% (22) 6% (6) 22% (62) 32% (23) 2% (90) 72Film: An avid fan 34% (265) 27% (208) 20% (50) 2% (93) 7% (54) 770Film: A casual fan 2% (240) 20% (237) 24% (280) 24% (276) % (29) 6Film: Not a fan 6% (44) 2% (32) 6% (45) 35% (96) 2% (57) 274Television: An avid fan 28% (295) 23% (239) 2% (26) 9% (98) 9% (90) 038Television: A casual fan 22% (28) 2% (25) 23% (230) 23% (235) % (08) 006Television: Not a fan 22% (36) 4% (22) 8% (29) 20% (32) 26% (42) 6Music: An avid fan 3% (362) 24% (278) 2% (250) 7% (203) 8% (90) 82Music: A casual fan 9% (73) 20% (83) 22% (204) 26% (235) 3% (6) 92Music: Not a fan 2% (3) 4% (5) 9% (2) 24% (26) 3% (35) Fashion: An avid fan 47% (55) 2% (7) 4% (48) 3% (43) 5% (7) 334Fashion: A casual fan 23% (2) 23% (20) 23% (203) 20% (83) 0% (90) 896Fashion: Not a fan 9% (83) 20% (95) 23% (225) 24% (239) 4% (33) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


182


Table AVE7_5: Would you see a movie with the following Marvel superheroes as the leading title character?Vision

Demographic


movie


movie



Adults 23% (52) 2% (468) 22% (484) 23% (499) % (242) 2205Gender: Male 29% (307) 22% (230) 2% (22) 20% (2) 9% (95) 064Gender: Female 8% (205) 2% (238) 23% (264) 25% (288) 3% (47) 4Age: 18-29 40% (87) 20% (92) 9% (90) 2% (57) 9% (45) 47Age: 30-44 3% (66) 25% (34) 2% (6) 2% (66) % (63) 544Age: 45-54 2% (83) 27% (06) 22% (87) 8% (70) 2% (46) 392Age: 55-64 % (40) 20% (73) 27% (96) 3% (3) % (38) 360Age: 65+ 8% (35) 4% (63) 22% (95) 44% (93) 2% (5) 437Generation Z: 18-21 36% (60) 9% (3) 24% (39) 3% (2) 8% (3) 65Millennial: Age 22-37 38% (243) 2% (36) 7% () 2% (74) % (7) 635Generation X: Age 38-53 22% (28) 28% (57) 23% (30) 6% (89) % (65) 568Boomers: Age 54-72 0% (74) 8% (30) 25% (78) 35% (248) % (77) 706PID: Dem (no lean) 25% (84) 2% (54) 23% (66) 23% (63) 8% (56) 722PID: Ind (no lean) 23% (86) 23% (87) 20% (64) 9% (5) 4% (3) 800PID: Rep (no lean) 2% (43) 9% (28) 23% (55) 27% (85) % (73) 682PID/Gender: DemMen 34% (0) 20% (64) 20% (66) 2% (67) 5% (7) 324PID/Gender: DemWomen 9% (74) 22% (89) 25% (99) 24% (96) 0% (39) 398PID/Gender: Ind Men 28% (0) 25% (90) 9% (69) 6% (58) 3% (48) 366PID/Gender: Ind Women 20% (85) 22% (96) 22% (95) 2% (93) 5% (65) 434PID/Gender: Rep Men 26% (97) 20% (75) 23% (86) 23% (86) 8% (30) 374PID/Gender: Rep Women 5% (46) 7% (52) 22% (69) 32% (99) 4% (43) 308Ideo: Liberal (1-3) 29% (206) 22% (53) 22% (56) 8% (29) 9% (66) 70Ideo: Moderate (4) 23% (04) 23% (04) 22% (00) 25% (6) 8% (35) 459Ideo: Conservative (5-7) 7% (9) 2% (49) 24% (75) 27% (94) % (8) 78Educ: < College 25% (377) 2% (322) 2% (37) 20% (308) 3% (92) 56Educ: Bachelors degree 9% (83) 23% (0) 25% (0) 27% (2) 7% (29) 445Educ: Post-grad 2% (52) 8% (45) 24% (58) 28% (69) 8% (20) 245



183

Table AVE7_5


Demographic


movie


movie



Adults 23% (52) 2% (468) 22% (484) 23% (499) % (242) 2205Income: Under 50k 25% (342) 22% (303) 2% (288) 20% (277) 2% (6) 37Income: 50k-100k 2% (9) 20% () 24% (38) 25% (44) 9% (54) 565Income: 100k+ 9% (5) 20% (54) 22% (59) 29% (78) 0% (27) 269Ethnicity: White 9% (334) 20% (344) 24% (409) 26% (440) % (98) 726Ethnicity: Hispanic 38% (32) 23% (82) 20% (7) 9% (3) 0% (34) 350Ethnicity: Afr. Am. 36% (99) 27% (75) 6% (45) 5% (40) 6% (6) 275Ethnicity: Other 39% (79) 24% (48) 5% (30) 9% (9) 4% (28) 204Relig: Protestant 6% (77) 20% (96) 25% (6) 29% (38) 9% (44) 47Relig: Roman Catholic 8% (67) 23% (87) 22% (83) 29% (08) 9% (35) 380Relig: Ath./Agn./None 29% (90) 2% (37) 2% (40) 8% (2) % (76) 664Relig: Something Else 29% (0) 22% (84) 8% (69) 20% (76) % (42) 382Relig: Jewish 9% (0) 8% (0) 4% (8) 38% (20) 0% (6) 53Relig: All Christian 8% (22) 2% (247) 24% (275) 26% (30) % (24) 59Relig: All Non-Christian 29% (300) 2% (22) 20% (209) 9% (97) % (8) 046Community: Urban 29% (77) 24% (5) 9% (5) 7% (03) 2% (72) 68Community: Suburban 2% (94) 22% (203) 24% (222) 24% (226) 0% (94) 939Community: Rural 22% (4) 8% (4) 23% (48) 26% (70) 2% (76) 648Employ: Private Sector 28% (75) 24% (53) 23% (43) 7% (05) 8% (50) 626Employ: Government 27% (42) 24% (37) 24% (37) 7% (27) 8% (3) 56Employ: Self-Employed 28% (59) 25% (5) 23% (49) 9% (40) 5% (0) 209Employ: Homemaker 6% (25) 23% (36) 23% (36) 20% (3) 6% (25) 53Employ: Student 35% (40) 2% (23) 20% (22) 6% (8) 7% (8) 2Employ: Retired 0% (47) 6% (77) 23% (09) 4% (97) % (54) 483Employ: Unemployed 25% (58) 22% (5) 20% (46) 9% (44) 3% (30) 229Employ: Other 28% (67) 7% (40) 7% (4) 6% (37) 22% (52) 237Military HH: Yes 23% (94) 2% (87) 22% (90) 26% (07) 7% (27) 406Military HH: No 23% (48) 2% (38) 22% (394) 22% (39) 2% (24) 799RD/WT: Right Direction 24% (20) 8% (52) 22% (86) 24% (206) 2% (06) 85RD/WT: Wrong Track 23% (3) 23% (36) 22% (298) 22% (293) 0% (36) 354


184



Demographic


movie


movie



Adults 23% (52) 2% (468) 22% (484) 23% (499) % (242) 2205Trump Job Approve 22% (205) 9% (80) 22% (207) 25% (228) % (05) 924Trump Job Disapprove 25% (287) 23% (267) 22% (256) 2% (244) 8% (86) 40Trump Job Strongly Approve 22% (06) 8% (88) 22% (09) 26% (30) 2% (59) 490Trump Job Somewhat Approve 23% (99) 2% (92) 23% (98) 23% (99) % (46) 434Trump Job Somewhat Disapprove 29% (78) 22% (60) 23% (63) 7% (48) 9% (23) 272Trump Job Strongly Disapprove 24% (208) 24% (207) 22% (93) 23% (97) 7% (63) 868Favorable of Trump 2% (95) 20% (78) 23% (205) 25% (227) 2% (06) 9Unfavorable of Trump 24% (276) 24% (266) 23% (258) 2% (242) 8% (89) 30Very Favorable of Trump 23% (25) 8% (98) 23% (22) 26% (40) 0% (57) 543Somewhat Favorable of Trump 9% (69) 22% (80) 23% (83) 24% (87) 3% (49) 368Somewhat Unfavorable of Trump 27% (60) 25% (56) 8% (4) 2% (46) 9% (20) 223Very Unfavorable of Trump 24% (25) 23% (20) 24% (27) 22% (96) 8% (69) 907#1 Issue: Economy 30% (74) 23% (37) 22% (28) 6% (92) 0% (56) 588#1 Issue: Security 8% (79) 7% (73) 27% (4) 26% (3) 2% (5) 430#1 Issue: Health Care 22% (86) 24% (92) 9% (74) 23% (90) % (42) 385#1 Issue: Medicare / Social Security 5% (46) 8% (53) 9% (57) 34% (03) 4% (4) 299#1 Issue: Women’s Issues 24% (29) 29% (35) 20% (24) 20% (24) 8% (0) 22#1 Issue: Education 36% (54) 3% (20) 24% (37) 9% (28) 8% (2) 5#1 Issue: Energy 8% (8) 29% (29) 22% (22) 24% (24) 8% (8) 02#1 Issue: Other 20% (26) 2% (28) 22% (28) 9% (24) 8% (23) 292018 House Vote: Democrat 24% (82) 2% (65) 24% (87) 23% (80) 7% (57) 7702018 House Vote: Republican 8% (2) 9% (3) 24% (62) 27% (82) % (75) 6722018 House Vote: Someone else 20% (23) 7% (9) 28% (30) 6% (8) 9% (2) 02018 House Vote: Didnt Vote 29% (86) 24% (53) 6% (03) 8% (8) 4% (89) 6502016 Vote: Hillary Clinton 2% (36) 23% (53) 24% (60) 25% (66) 7% (49) 6632016 Vote: Donald Trump 7% (5) 20% (36) 24% (60) 28% (85) % (73) 6682016 Vote: Someone else 24% (48) 20% (39) 24% (48) 8% (35) 3% (26) 962016 Vote: Didnt Vote 3% (2) 2% (40) 7% (7) 7% (2) 4% (94) 675



185

Table AVE7_5


Demographic


movie


movie



Adults 23% (52) 2% (468) 22% (484) 23% (499) % (242) 2205Voted in 2014: Yes 20% (276) 22% (294) 24% (33) 25% (34) 9% (23) 364Voted in 2014: No 28% (236) 2% (74) 8% (54) 9% (58) 4% (9) 842012 Vote: Barack Obama 24% (94) 22% (77) 24% (93) 22% (8) 9% (72) 872012 Vote: Mitt Romney 4% (74) 20% (02) 25% (3) 3% (60) % (57) 5242012 Vote: Other 4% (4) 27% (28) 20% (2) 24% (25) 5% (5) 032012 Vote: Didn’t Vote 30% (229) 2% (60) 8% (39) 7% (32) 3% (97) 7584-Region: Northeast 23% (90) 6% (64) 22% (88) 27% (06) 2% (46) 3944-Region: Midwest 2% (99) 20% (9) 22% (04) 25% (8) % (52) 4634-Region: South 24% (95) 23% (87) 2% (77) 22% (83) 0% (84) 8264-Region: West 25% (28) 24% (27) 22% (5) 7% (9) 2% (60) 52Evangelical 20% (28) 20% (28) 25% (63) 22% (4) 3% (80) 640Non-Evangelical 25% (384) 22% (340) 2% (32) 23% (358) 0% (62) 565TV shows: Every day 25% (277) 23% (250) 22% (242) 2% (235) 8% (9) 095TV shows: Several times per week 25% (34) 2% (2) 24% (29) 22% (20) 7% (40) 536TV shows: About once per week 20% (27) 2% (29) 2% (28) 24% (32) 4% (8) 34TV shows: Several times per month 23% (26) 6% (8) 24% (27) 2% (24) 6% (8) 3TV shows: About once per month 6% () 7% (2) 20% (4) 27% (9) 20% (4) 7TV shows: Less often than once per month 20% (20) 26% (26) 7% (7) 26% (26) % () 00TV shows: Never % (8) 4% (2) 7% (27) 26% (4) 32% (49) 56Movies: Every day 4% (88) 2% (98) 8% (82) 3% (60) 6% (28) 455Movies: Several times per week 27% (5) 25% (40) 22% (25) 8% (00) 7% (42) 558Movies: About once per week 20% (73) 27% (97) 23% (84) 22% (78) 8% (30) 362Movies: Several times per month 5% (43) 2% (60) 25% (7) 24% (67) 4% (39) 28Movies: About once per month 2% (2) 7% (29) 26% (44) 3% (54) 4% (24) 72Movies: Less often than once per month 0% (20) 6% (34) 24% (50) 39% (82) 2% (25) 2Movies: Never 9% (5) 6% (0) 7% (28) 35% (58) 33% (55) 66


186



Demographic


movie


movie



Adults 23% (52) 2% (468) 22% (484) 23% (499) % (242) 2205Sports: Every day 44% (87) 5% (29) 6% (3) 2% (4) 5% (0) 98Sports: Several times per week 27% (90) 22% (74) 20% (67) 22% (7) 8% (27) 330Sports: About once per week 22% (59) 23% (62) 23% (63) 23% (62) 0% (26) 272Sports: Several times per month 25% (40) 6% (25) 24% (38) 2% (33) 4% (23) 58Sports: About once per month 6% (25) 29% (44) 24% (36) 20% (3) 0% (6) 5Sports: Less often than once per month 8% (69) 25% (94) 26% (00) 2% (80) 9% (35) 378Sports: Never 20% (4) 20% (4) 2% (50) 25% (8) 5% (05) 78Cable: I currently subscribe 25% (253) 20% (98) 24% (239) 23% (230) 9% (95) 05Cable: I subscribed in the past 9% (48) 26% (206) 22% (76) 2% (66) 2% (98) 793Cable: I have never subscribed 28% () 6% (64) 8% (70) 26% (03) 2% (49) 397Satellite television: I currently subscribe 27% (33) 9% (9) 6% (8) 26% (27) 2% (60) 492Satellite television: I subscribed in the past 20% (4) 23% (62) 27% (89) 9% (35) 2% (83) 70Satellite television: I have never subscribed 24% (238) 2% (24) 2% (25) 24% (237) 0% (99) 003Streaming service: I currently subscribe 25% (305) 25% (302) 23% (28) 7% (207) % (34) 229Streaming service: I subscribed in the past 29% (75) 22% (56) 9% (49) 7% (45) 2% (30) 255Streaming service: I have never subscribed 8% (33) 5% (0) 2% (54) 34% (247) % (77) 72Film: An avid fan 38% (296) 23% (75) 20% (53) 2% (96) 7% (5) 770Film: A casual fan 6% (84) 23% (265) 25% (288) 25% (292) % (32) 6Film: Not a fan 2% (32) 0% (28) 6% (43) 40% () 22% (60) 274Television: An avid fan 28% (294) 22% (224) 20% (2) 2% (223) 8% (86) 038Television: A casual fan 9% (93) 2% (26) 25% (252) 23% (235) % () 006Television: Not a fan 6% (25) 8% (28) 3% (22) 25% (4) 28% (46) 6Music: An avid fan 30% (35) 2% (243) 23% (267) 9% (29) 9% (02) 82Music: A casual fan 6% (46) 23% (24) 22% (203) 27% (245) 2% (05) 92Music: Not a fan 4% (6) 0% () 3% (5) 3% (35) 3% (35) Fashion: An avid fan 38% (27) 22% (75) 6% (54) 7% (57) 6% (2) 334Fashion: A casual fan 22% (97) 24% (24) 24% (26) 20% (83) 0% (87) 896Fashion: Not a fan 9% (89) 8% (79) 22% (24) 26% (258) 4% (34) 975



187

Table AVE7_5


Demographic


movie


movie



Adults 23% (52) 2% (468) 22% (484) 23% (499) % (242) 2205Sporting events: Every day 44% (87) 5% (29) 6% (3) 2% (4) 5% (0) 98Sporting events: Several times per week 27% (90) 22% (74) 20% (67) 22% (7) 8% (27) 330Sporting events: About once per week 22% (59) 23% (62) 23% (63) 23% (62) 0% (26) 272Sporting events: Several times per month 25% (40) 6% (25) 24% (38) 2% (33) 4% (23) 58Sporting events: About once per month 6% (25) 29% (44) 24% (36) 20% (3) 0% (6) 5Sporting events: Less often than once per month 8% (69) 25% (94) 26% (00) 2% (80) 9% (35) 378Sporting events: Never 20% (4) 20% (4) 2% (50) 25% (8) 5% (05) 78Cable television: I currently subscribe 25% (253) 20% (98) 24% (239) 23% (230) 9% (95) 05Cable television: I subscribed in the past 9% (48) 26% (206) 22% (76) 2% (66) 2% (98) 793Cable television: I have never subscribed 28% () 6% (64) 8% (70) 26% (03) 2% (49) 397Satellite television: I currently subscribe 27% (33) 9% (9) 6% (8) 26% (27) 2% (60) 492Satellite television: I subscribed in the past 20% (4) 23% (62) 27% (89) 9% (35) 2% (83) 70Satellite television: I have never subscribed 24% (238) 2% (24) 2% (25) 24% (237) 0% (99) 003Streaming service: I currently subscribe 25% (305) 25% (302) 23% (28) 7% (207) % (34) 229Streaming service: I subscribed in the past 29% (75) 22% (56) 9% (49) 7% (45) 2% (30) 255Streaming service: I have never subscribed 8% (33) 5% (0) 2% (54) 34% (247) % (77) 72Film: An avid fan 38% (296) 23% (75) 20% (53) 2% (96) 7% (5) 770Film: A casual fan 6% (84) 23% (265) 25% (288) 25% (292) % (32) 6Film: Not a fan 2% (32) 0% (28) 6% (43) 40% () 22% (60) 274Television: An avid fan 28% (294) 22% (224) 20% (2) 2% (223) 8% (86) 038Television: A casual fan 9% (93) 2% (26) 25% (252) 23% (235) % () 006Television: Not a fan 6% (25) 8% (28) 3% (22) 25% (4) 28% (46) 6Music: An avid fan 30% (35) 2% (243) 23% (267) 9% (29) 9% (02) 82Music: A casual fan 6% (46) 23% (24) 22% (203) 27% (245) 2% (05) 92Music: Not a fan 4% (6) 0% () 3% (5) 3% (35) 3% (35) Fashion: An avid fan 38% (27) 22% (75) 6% (54) 7% (57) 6% (2) 334Fashion: A casual fan 22% (97) 24% (24) 24% (26) 20% (83) 0% (87) 896Fashion: Not a fan 9% (89) 8% (79) 22% (24) 26% (258) 4% (34) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


188


Table AVE7_6: Would you see a movie with the following Marvel superheroes as the leading title character?War Machine

Demographic


movie


movie



Adults 25% (55) 26% (569) 20% (434) 20% (439) 0% (2) 2205Gender: Male 29% (307) 27% (285) 9% (98) 7% (85) 8% (90) 064Gender: Female 2% (244) 25% (284) 2% (237) 22% (255) % (2) 4Age: 18-29 34% (62) 28% (30) 20% (94) 0% (48) 8% (36) 47Age: 30-44 33% (79) 28% (50) 9% (05) % (6) 9% (48) 544Age: 45-54 26% (03) 30% (6) 8% (70) 6% (62) % (4) 392Age: 55-64 7% (60) 23% (82) 23% (84) 27% (99) 0% (35) 360Age: 65+ % (47) 2% (90) 8% (8) 39% (69) 2% (5) 437Generation Z: 18-21 36% (59) 29% (48) 20% (33) 8% (3) 7% () 65Millennial: Age 22-37 35% (223) 27% (7) 8% (6) % (72) 8% (53) 635Generation X: Age 38-53 27% (53) 29% (67) 20% (3) 4% (79) 0% (57) 568Boomers: Age 54-72 4% (02) 22% (58) 2% (50) 3% (28) % (79) 706PID: Dem (no lean) 27% (95) 27% (96) 9% (36) 9% (36) 8% (6) 722PID: Ind (no lean) 25% (97) 27% (25) 20% (63) 8% (45) 0% (8) 800PID: Rep (no lean) 23% (60) 23% (59) 20% (36) 23% (59) 0% (69) 682PID/Gender: DemMen 3% (02) 25% (8) 8% (60) 8% (58) 7% (23) 324PID/Gender: DemWomen 23% (93) 29% (5) 9% (76) 9% (77) 0% (38) 398PID/Gender: Ind Men 28% (0) 3% (3) 5% (56) 6% (57) 0% (38) 366PID/Gender: Ind Women 22% (95) 24% (02) 25% (06) 20% (88) 0% (43) 434PID/Gender: Rep Men 28% (03) 24% (9) 22% (8) 8% (69) 8% (29) 374PID/Gender: Rep Women 8% (57) 22% (67) 8% (55) 29% (90) 3% (40) 308Ideo: Liberal (1-3) 29% (205) 27% (93) 20% (40) 7% (2) 7% (5) 70Ideo: Moderate (4) 24% (0) 27% (22) 20% (93) 23% (05) 6% (30) 459Ideo: Conservative (5-7) 20% (46) 25% (79) 2% (53) 23% (64) % (76) 78Educ: < College 26% (400) 25% (379) 8% (278) 9% (287) % (70) 56Educ: Bachelors degree 20% (90) 28% (26) 23% (03) 22% (00) 6% (26) 445Educ: Post-grad 25% (60) 26% (65) 2% (53) 2% (52) 6% (5) 245



189

Table AVE7_6


Demographic


movie


movie



Adults 25% (55) 26% (569) 20% (434) 20% (439) 0% (2) 2205Income: Under 50k 26% (353) 26% (36) 9% (264) 8% (249) % (45) 37Income: 50k-100k 23% (3) 25% (44) 20% (4) 23% (3) 8% (46) 565Income: 100k+ 25% (67) 24% (65) 2% (57) 22% (60) 8% (20) 269Ethnicity: White 2% (36) 25% (426) 22% (372) 23% (400) 0% (67) 726Ethnicity: Hispanic 33% (5) 32% (2) 6% (57) 9% (3) 0% (36) 350Ethnicity: Afr. Am. 43% (9) 30% (82) 2% (32) 9% (23) 6% (8) 275Ethnicity: Other 35% (7) 30% (6) 5% (30) 8% (6) 3% (26) 204Relig: Protestant 2% (97) 25% (20) 2% (99) 24% () 9% (44) 47Relig: Roman Catholic 20% (76) 26% (99) 20% (78) 26% (97) 8% (29) 380Relig: Ath./Agn./None 26% (74) 26% (74) 2% (36) 6% (09) % (72) 664Relig: Something Else 29% (2) 25% (94) 8% (69) 20% (76) 8% (3) 382Relig: Jewish 23% (2) 2% () 4% (7) 32% (7) 0% (5) 53Relig: All Christian 23% (265) 26% (302) 20% (229) 22% (255) 9% (08) 59Relig: All Non-Christian 27% (286) 26% (267) 20% (205) 8% (84) 0% (03) 046Community: Urban 28% (76) 28% (75) 5% (95) 6% (99) 2% (74) 68Community: Suburban 24% (224) 25% (233) 22% (207) 22% (203) 8% (73) 939Community: Rural 23% (52) 25% (6) 2% (33) 2% (38) 0% (64) 648Employ: Private Sector 29% (79) 29% (84) 20% (27) 5% (95) 7% (42) 626Employ: Government 30% (46) 29% (45) 8% (28) 8% (27) 6% (9) 56Employ: Self-Employed 3% (65) 28% (58) 9% (40) 7% (37) 5% (9) 209Employ: Homemaker 22% (33) 3% (48) 2% (32) 6% (24) 0% (5) 53Employ: Student 34% (38) 30% (34) 24% (27) 7% (8) 5% (5) 2Employ: Retired 4% (70) 9% (92) 9% (93) 36% (73) 2% (56) 483Employ: Unemployed 26% (59) 22% (5) 20% (46) 8% (40) 4% (32) 229Employ: Other 26% (62) 24% (58) 7% (4) 5% (35) 8% (42) 237Military HH: Yes 26% (04) 23% (92) 20% (83) 25% (02) 6% (25) 406Military HH: No 25% (447) 27% (477) 20% (35) 9% (337) 0% (86) 799RD/WT: Right Direction 25% (20) 24% (20) 20% (67) 2% (80) % (93) 85RD/WT: Wrong Track 25% (34) 27% (369) 20% (267) 9% (259) 9% (8) 354


190



Demographic


movie


movie



Adults 25% (55) 26% (569) 20% (434) 20% (439) 0% (2) 2205Trump Job Approve 24% (22) 24% (225) 8% (70) 23% (2) 0% (97) 924Trump Job Disapprove 26% (30) 27% (3) 22% (247) 8% (209) 6% (73) 40Trump Job Strongly Approve 24% (9) 2% (02) 20% (97) 25% (22) 0% (50) 490Trump Job Somewhat Approve 24% (02) 28% (23) 7% (73) 20% (89) % (46) 434Trump Job Somewhat Disapprove 24% (66) 30% (8) 23% (64) 5% (42) 7% (9) 272Trump Job Strongly Disapprove 27% (235) 26% (230) 2% (83) 9% (67) 6% (53) 868Favorable of Trump 24% (220) 24% (26) 9% (77) 23% (209) 0% (89) 9Unfavorable of Trump 26% (296) 28% (33) 2% (236) 8% (207) 7% (78) 30Very Favorable of Trump 26% (44) 20% (0) 2% () 24% (29) 9% (49) 543Somewhat Favorable of Trump 2% (77) 29% (05) 8% (65) 22% (80) % (40) 368Somewhat Unfavorable of Trump 28% (62) 26% (59) 2% (46) 8% (40) 7% (6) 223Very Unfavorable of Trump 26% (234) 28% (255) 2% (89) 8% (66) 7% (62) 907#1 Issue: Economy 29% (7) 28% (67) 2% (26) 3% (78) 8% (45) 588#1 Issue: Security 9% (83) 24% (05) 20% (88) 24% (05) % (49) 430#1 Issue: Health Care 28% (08) 26% (00) 9% (73) 8% (7) 9% (33) 385#1 Issue: Medicare / Social Security 9% (56) 2% (62) 7% (52) 30% (90) 3% (38) 299#1 Issue: Women’s Issues 27% (32) 28% (34) 23% (28) 6% (9) 6% (8) 22#1 Issue: Education 32% (48) 24% (36) 7% (26) 20% (30) 7% () 5#1 Issue: Energy 23% (24) 25% (26) 2% (22) 23% (24) 7% (7) 02#1 Issue: Other 2% (27) 3% (4) 5% (9) 8% (23) 5% (9) 292018 House Vote: Democrat 27% (2) 26% (20) 2% (6) 9% (49) 6% (48) 7702018 House Vote: Republican 2% (42) 24% (63) 22% (45) 22% (49) % (72) 6722018 House Vote: Someone else 25% (28) 23% (25) 24% (26) 9% (2) 9% (0) 02018 House Vote: Didnt Vote 26% (7) 27% (77) 6% (02) 8% (9) 3% (8) 6502016 Vote: Hillary Clinton 26% (74) 26% (75) 20% (34) 2% (4) 6% (39) 6632016 Vote: Donald Trump 9% (30) 24% (62) 22% (46) 25% (67) 9% (63) 6682016 Vote: Someone else 22% (43) 25% (50) 24% (47) 7% (33) 2% (23) 962016 Vote: Didnt Vote 30% (20) 27% (83) 6% (06) 5% (98) 3% (86) 675



191

Table AVE7_6


Demographic


movie


movie



Adults 25% (55) 26% (569) 20% (434) 20% (439) 0% (2) 2205Voted in 2014: Yes 24% (325) 25% (344) 2% (284) 22% (299) 8% (2) 364Voted in 2014: No 27% (226) 27% (226) 8% (50) 7% (40) 2% (99) 842012 Vote: Barack Obama 28% (225) 25% (206) 20% (65) 20% (63) 7% (58) 872012 Vote: Mitt Romney 7% (87) 24% (25) 23% (9) 27% (42) 0% (52) 5242012 Vote: Other 23% (24) 26% (27) 9% (20) 22% (22) 0% (0) 032012 Vote: Didn’t Vote 28% (26) 28% (2) 7% (30) 5% (2) 2% (90) 7584-Region: Northeast 23% (9) 24% (96) 2% (83) 22% (89) 9% (36) 3944-Region: Midwest 22% (00) 26% (22) 20% (94) 22% (04) 9% (43) 4634-Region: South 28% (228) 24% (95) 20% (62) 9% (6) 0% (8) 8264-Region: West 25% (32) 30% (57) 8% (96) 7% (86) 0% (5) 52Evangelical 26% (64) 27% (7) 8% (8) 9% (2) 0% (67) 640Non-Evangelical 25% (387) 25% (399) 20% (37) 20% (39) 9% (44) 565TV shows: Every day 27% (298) 27% (296) 20% (28) 9% (2) 7% (72) 095TV shows: Several times per week 26% (4) 27% (43) 2% (2) 9% (04) 7% (36) 536TV shows: About once per week 2% (29) 30% (40) 6% (2) 26% (35) 7% (9) 34TV shows: Several times per month 23% (26) 22% (24) 2% (23) 2% (24) 4% (6) 3TV shows: About once per month % (8) 8% (3) 24% (7) 5% () 3% (22) 7TV shows: Less often than once per month 26% (26) 25% (25) 9% (9) 9% (9) 2% (2) 00TV shows: Never 5% (24) 8% (29) 5% (23) 23% (36) 28% (44) 56Movies: Every day 43% (97) 24% (0) 5% (69) 3% (57) 5% (22) 455Movies: Several times per week 27% (52) 30% (69) 2% (8) 6% (87) 6% (32) 558Movies: About once per week 20% (72) 34% (22) 2% (77) 6% (59) 9% (32) 362Movies: Several times per month 22% (6) 27% (75) 9% (52) 22% (6) % (32) 28Movies: About once per month 8% (3) 20% (34) 24% (42) 27% (47) % (8) 72Movies: Less often than once per month 2% (24) 9% (40) 24% (5) 34% (7) 2% (25) 2Movies: Never 8% (3) 2% (20) 6% (27) 34% (57) 30% (5) 66


192



Demographic


movie


movie



Adults 25% (55) 26% (569) 20% (434) 20% (439) 0% (2) 2205Sports: Every day 40% (79) 24% (47) 8% (35) 4% (27) 5% (0) 98Sports: Several times per week 30% (97) 27% (90) 7% (56) 20% (66) 6% (20) 330Sports: About once per week 26% (7) 27% (72) 23% (62) 20% (53) 5% (3) 272Sports: Several times per month 28% (44) 2% (34) 22% (34) 6% (26) 3% (2) 58Sports: About once per month 23% (34) 24% (37) 28% (42) 6% (25) 9% (3) 5Sports: Less often than once per month 22% (82) 28% (05) 22% (82) 9% (70) 0% (39) 378Sports: Never 20% (44) 26% (85) 7% (23) 24% (73) 3% (94) 78Cable: I currently subscribe 26% (262) 26% (263) 20% (200) 20% (206) 8% (84) 05Cable: I subscribed in the past 23% (82) 29% (227) 2% (64) 8% (39) 0% (82) 793Cable: I have never subscribed 27% (08) 20% (80) 8% (70) 24% (95) % (45) 397Satellite television: I currently subscribe 29% (4) 23% () 7% (83) 22% (07) 0% (5) 492Satellite television: I subscribed in the past 24% (7) 27% (93) 22% (56) 8% (28) 9% (62) 70Satellite television: I have never subscribed 24% (239) 26% (265) 20% (96) 20% (205) 0% (98) 003Streaming service: I currently subscribe 27% (336) 30% (366) 9% (237) 5% (80) 9% (0) 229Streaming service: I subscribed in the past 29% (75) 28% (7) 8% (46) 6% (40) 9% (23) 255Streaming service: I have never subscribed 9% (40) 8% (33) 2% (5) 30% (28) % (78) 72Film: An avid fan 37% (284) 28% (22) 8% (38) 2% (92) 6% (45) 770Film: A casual fan 9% (224) 28% (320) 22% (250) 22% (253) 0% (4) 6Film: Not a fan 6% (44) 4% (37) 7% (47) 35% (95) 9% (52) 274Television: An avid fan 30% (309) 27% (285) 8% (87) 8% (87) 7% (69) 038Television: A casual fan 2% (20) 25% (25) 22% (225) 22% (29) 0% (00) 006Television: Not a fan 20% (32) 20% (33) 4% (22) 20% (33) 26% (4) 6Music: An avid fan 32% (373) 27% (32) 8% (26) 7% (200) 6% (72) 82Music: A casual fan 8% (6) 26% (235) 22% (98) 23% (207) 2% (0) 92Music: Not a fan 5% (7) 2% (3) 8% (20) 29% (32) 26% (29) Fashion: An avid fan 38% (27) 28% (92) 8% (59) % (38) 5% (7) 334Fashion: A casual fan 25% (224) 27% (240) 20% (82) 9% (75) 8% (75) 896Fashion: Not a fan 20% (99) 24% (237) 20% (93) 23% (226) 2% (9) 975



193

Table AVE7_6


Demographic


movie


movie



Adults 25% (55) 26% (569) 20% (434) 20% (439) 0% (2) 2205Sporting events: Every day 40% (79) 24% (47) 8% (35) 4% (27) 5% (0) 98Sporting events: Several times per week 30% (97) 27% (90) 7% (56) 20% (66) 6% (20) 330Sporting events: About once per week 26% (7) 27% (72) 23% (62) 20% (53) 5% (3) 272Sporting events: Several times per month 28% (44) 2% (34) 22% (34) 6% (26) 3% (2) 58Sporting events: About once per month 23% (34) 24% (37) 28% (42) 6% (25) 9% (3) 5Sporting events: Less often than once per month 22% (82) 28% (05) 22% (82) 9% (70) 0% (39) 378Sporting events: Never 20% (44) 26% (85) 7% (23) 24% (73) 3% (94) 78Cable television: I currently subscribe 26% (262) 26% (263) 20% (200) 20% (206) 8% (84) 05Cable television: I subscribed in the past 23% (82) 29% (227) 2% (64) 8% (39) 0% (82) 793Cable television: I have never subscribed 27% (08) 20% (80) 8% (70) 24% (95) % (45) 397Satellite television: I currently subscribe 29% (4) 23% () 7% (83) 22% (07) 0% (5) 492Satellite television: I subscribed in the past 24% (7) 27% (93) 22% (56) 8% (28) 9% (62) 70Satellite television: I have never subscribed 24% (239) 26% (265) 20% (96) 20% (205) 0% (98) 003Streaming service: I currently subscribe 27% (336) 30% (366) 9% (237) 5% (80) 9% (0) 229Streaming service: I subscribed in the past 29% (75) 28% (7) 8% (46) 6% (40) 9% (23) 255Streaming service: I have never subscribed 9% (40) 8% (33) 2% (5) 30% (28) % (78) 72Film: An avid fan 37% (284) 28% (22) 8% (38) 2% (92) 6% (45) 770Film: A casual fan 9% (224) 28% (320) 22% (250) 22% (253) 0% (4) 6Film: Not a fan 6% (44) 4% (37) 7% (47) 35% (95) 9% (52) 274Television: An avid fan 30% (309) 27% (285) 8% (87) 8% (87) 7% (69) 038Television: A casual fan 2% (20) 25% (25) 22% (225) 22% (29) 0% (00) 006Television: Not a fan 20% (32) 20% (33) 4% (22) 20% (33) 26% (4) 6Music: An avid fan 32% (373) 27% (32) 8% (26) 7% (200) 6% (72) 82Music: A casual fan 8% (6) 26% (235) 22% (98) 23% (207) 2% (0) 92Music: Not a fan 5% (7) 2% (3) 8% (20) 29% (32) 26% (29) Fashion: An avid fan 38% (27) 28% (92) 8% (59) % (38) 5% (7) 334Fashion: A casual fan 25% (224) 27% (240) 20% (82) 9% (75) 8% (75) 896Fashion: Not a fan 20% (99) 24% (237) 20% (93) 23% (226) 2% (9) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


194


Table AVE7_7: Would you see a movie with the following Marvel superheroes as the leading title character?Wong

Demographic


movie


movie



Adults 5% (324) 2% (473) 27% (590) 25% (552) 2% (265) 2205Gender: Male 9% (203) 25% (269) 23% (248) 22% (234) 0% () 064Gender: Female % (2) 8% (204) 30% (343) 28% (39) 4% (54) 4Age: 18-29 28% (33) 23% (07) 25% (9) 3% (63) 0% (49) 47Age: 30-44 7% (95) 26% (4) 27% (50) 7% (92) 2% (67) 544Age: 45-54 % (45) 23% (90) 3% (22) 2% (82) 4% (54) 392Age: 55-64 8% (27) 22% (78) 26% (94) 34% (24) 0% (37) 360Age: 65+ 6% (25) 3% (56) 24% (07) 44% (9) 3% (59) 437Generation Z: 18-21 35% (57) 7% (28) 26% (43) 3% (22) 9% (5) 65Millennial: Age 22-37 23% (43) 26% (63) 25% (56) 5% (98) 2% (75) 635Generation X: Age 38-53 2% (69) 24% (36) 3% (79) 9% (08) 3% (76) 568Boomers: Age 54-72 7% (50) 8% (30) 27% (9) 36% (256) % (80) 706PID: Dem (no lean) 4% (04) 2% (55) 29% (2) 25% (79) 0% (74) 722PID: Ind (no lean) 5% (23) 24% (93) 26% (20) 2% (65) 4% (0) 800PID: Rep (no lean) 4% (98) 8% (25) 25% (70) 3% (209) 2% (82) 682PID/Gender: DemMen 8% (58) 26% (83) 24% (78) 25% (82) 7% (23) 324PID/Gender: DemWomen % (46) 8% (72) 34% (34) 24% (96) 3% (50) 398PID/Gender: Ind Men 9% (7) 29% (06) 2% (78) 7% (6) 4% (50) 366PID/Gender: Ind Women 2% (52) 20% (87) 30% (32) 24% (04) 4% (60) 434PID/Gender: Rep Men 20% (74) 2% (80) 25% (92) 24% (90) 0% (38) 374PID/Gender: Rep Women 8% (24) 4% (45) 25% (78) 38% (8) 4% (44) 308Ideo: Liberal (1-3) 8% (3) 22% (59) 28% (200) 22% (54) 9% (67) 70Ideo: Moderate (4) 5% (67) 2% (95) 26% (2) 28% (30) 0% (47) 459Ideo: Conservative (5-7) 9% (67) 23% (65) 26% (87) 30% (23) 2% (86) 78Educ: < College 6% (236) 2% (37) 27% (405) 23% (347) 4% (2) 56Educ: Bachelors degree 3% (58) 23% (04) 27% (9) 29% (29) 8% (35) 445Educ: Post-grad 3% (3) 2% (52) 27% (66) 3% (77) 8% (9) 245



195

Table AVE7_7


Demographic


movie


movie



Adults 5% (324) 2% (473) 27% (590) 25% (552) 2% (265) 2205Income: Under 50k 6% (222) 23% (32) 26% (360) 22% (298) 3% (80) 37Income: 50k-100k 2% (70) 8% (02) 29% (64) 29% (65) % (63) 565Income: 100k+ 2% (32) 22% (58) 25% (66) 33% (90) 8% (22) 269Ethnicity: White 2% (203) 20% (347) 28% (484) 28% (480) 2% (22) 726Ethnicity: Hispanic 23% (80) 27% (95) 27% (93) 3% (45) % (37) 350Ethnicity: Afr. Am. 25% (69) 27% (75) 22% (6) 6% (44) 0% (26) 275Ethnicity: Other 26% (52) 25% (5) 22% (46) 4% (28) 3% (27) 204Relig: Protestant 0% (47) 20% (92) 28% (30) 29% (35) 4% (66) 47Relig: Roman Catholic 0% (39) 2% (78) 24% (93) 35% (33) 0% (36) 380Relig: Ath./Agn./None 20% (36) 20% (3) 28% (87) 20% (33) 2% (77) 664Relig: Something Else 7% (63) 26% (00) 24% (93) 22% (86) 0% (39) 382Relig: Jewish 2% (6) 2% (6) 32% (7) 35% (9) 9% (5) 53Relig: All Christian % (26) 2% (24) 27% (3) 29% (333) 3% (48) 59Relig: All Non-Christian 9% (99) 22% (23) 27% (280) 2% (29) % (7) 046Community: Urban 8% (09) 25% (55) 22% (38) 2% (29) 4% (87) 68Community: Suburban 2% (5) 2% (97) 30% (279) 27% (252) 0% (95) 939Community: Rural 5% (00) 9% (2) 27% (73) 26% (7) 3% (83) 648Employ: Private Sector 7% (09) 25% (57) 28% (75) 20% (28) 9% (57) 626Employ: Government 8% (28) 24% (38) 26% (4) 24% (37) 8% (3) 56Employ: Self-Employed 4% (28) 26% (54) 3% (65) 23% (47) 7% (4) 209Employ: Homemaker % (7) 2% (32) 36% (55) 20% (30) 2% (9) 53Employ: Student 28% (3) 23% (25) 25% (28) 5% (7) 0% () 2Employ: Retired 8% (38) 6% (76) 23% (09) 4% (200) 3% (6) 483Employ: Unemployed 5% (35) 22% (49) 27% (63) 9% (44) 7% (38) 229Employ: Other 6% (38) 8% (42) 23% (56) 2% (49) 22% (53) 237Military HH: Yes 8% (72) 20% (8) 25% (00) 29% (8) 9% (36) 406Military HH: No 4% (253) 22% (39) 27% (490) 24% (435) 3% (229) 799RD/WT: Right Direction 5% (24) 9% (62) 25% (26) 28% (237) 3% (3) 85RD/WT: Wrong Track 5% (20) 23% (30) 28% (375) 23% (36) % (53) 354


196



Demographic


movie


movie



Adults 5% (324) 2% (473) 27% (590) 25% (552) 2% (265) 2205Trump Job Approve 4% (25) 9% (74) 26% (242) 28% (263) 3% (20) 924Trump Job Disapprove 6% (80) 24% (276) 28% (324) 23% (259) 9% (0) 40Trump Job Strongly Approve 2% (6) 9% (93) 26% (27) 3% (5) 2% (58) 490Trump Job Somewhat Approve 5% (64) 9% (80) 27% (6) 26% (2) 4% (6) 434Trump Job Somewhat Disapprove 6% (43) 29% (78) 26% (7) 9% (5) % (29) 272Trump Job Strongly Disapprove 6% (37) 23% (98) 29% (253) 24% (207) 8% (72) 868Favorable of Trump 4% (24) 9% (76) 26% (235) 29% (263) 2% (3) 9Unfavorable of Trump 5% (74) 24% (270) 29% (323) 23% (257) 9% (07) 30Very Favorable of Trump 4% (78) 9% (04) 25% (38) 30% (63) % (6) 543Somewhat Favorable of Trump 3% (47) 20% (72) 26% (97) 27% (00) 4% (52) 368Somewhat Unfavorable of Trump 5% (33) 27% (59) 25% (57) 24% (53) 9% (2) 223Very Unfavorable of Trump 5% (40) 23% (20) 29% (267) 22% (204) 9% (86) 907#1 Issue: Economy 7% (98) 23% (34) 27% (60) 22% (26) 2% (69) 588#1 Issue: Security 0% (42) 20% (86) 26% () 32% (37) 3% (54) 430#1 Issue: Health Care 7% (64) 2% (80) 30% (4) 23% (87) 0% (39) 385#1 Issue: Medicare / Social Security % (34) 22% (65) 2% (64) 33% (97) 3% (38) 299#1 Issue: Women’s Issues 6% (20) 9% (24) 36% (43) 20% (25) 8% (0) 22#1 Issue: Education 8% (28) 20% (3) 30% (45) 20% (3) % (7) 5#1 Issue: Energy 8% (8) 27% (27) 2% (22) 25% (26) 9% (9) 02#1 Issue: Other 5% (20) 20% (25) 24% (3) 8% (24) 23% (29) 292018 House Vote: Democrat 4% (05) 22% (70) 30% (233) 24% (87) 0% (75) 7702018 House Vote: Republican 4% (92) 20% (35) 24% (64) 30% (99) 2% (82) 6722018 House Vote: Someone else 6% (7) 6% (8) 33% (36) 20% (22) 5% (6) 02018 House Vote: Didnt Vote 7% (0) 23% (49) 24% (57) 22% (42) 4% (92) 6502016 Vote: Hillary Clinton 3% (87) 22% (43) 30% (20) 26% (7) 9% (6) 6632016 Vote: Donald Trump 2% (78) 20% (3) 25% (68) 32% (22) 2% (80) 6682016 Vote: Someone else 8% (36) 22% (42) 25% (48) 22% (44) 3% (26) 962016 Vote: Didnt Vote 8% (22) 23% (56) 26% (74) 8% (24) 5% (99) 675



197

Table AVE7_7


Demographic


movie


movie



Adults 5% (324) 2% (473) 27% (590) 25% (552) 2% (265) 2205Voted in 2014: Yes 3% (79) 2% (293) 28% (379) 28% (375) 0% (38) 364Voted in 2014: No 7% (45) 2% (79) 25% (22) 2% (77) 5% (28) 842012 Vote: Barack Obama 6% (28) 22% (78) 28% (23) 25% (202) 0% (78) 872012 Vote: Mitt Romney 0% (53) 8% (96) 27% (43) 32% (70) 2% (62) 5242012 Vote: Other 8% (8) 30% (3) 22% (23) 27% (28) 4% (4) 032012 Vote: Didn’t Vote 8% (36) 22% (67) 25% (92) 20% (53) 5% (0) 7584-Region: Northeast 3% (52) 20% (80) 27% (05) 30% (9) 0% (39) 3944-Region: Midwest 3% (6) 2% (98) 28% (28) 27% (23) % (53) 4634-Region: South 5% (24) 20% (69) 28% (229) 24% (96) 3% (09) 8264-Region: West 7% (87) 24% (26) 25% (29) 22% (4) 2% (65) 52Evangelical 2% (75) 2% (37) 27% (73) 25% (6) 5% (93) 640Non-Evangelical 6% (249) 2% (336) 27% (48) 25% (39) % (72) 565TV shows: Every day 7% (85) 22% (243) 27% (299) 24% (260) 0% (08) 095TV shows: Several times per week 3% (72) 25% (33) 29% (54) 25% (34) 8% (43) 536TV shows: About once per week % (5) 22% (30) 26% (34) 32% (43) 9% (2) 34TV shows: Several times per month 5% (7) 5% (7) 29% (33) 23% (26) 8% (20) 3TV shows: About once per month 7% (5) % (8) 26% (9) 26% (8) 30% (2) 7TV shows: Less often than once per month 3% (3) 24% (24) 2% (2) 26% (26) 5% (5) 00TV shows: Never % (7) 2% (8) 9% (30) 30% (46) 29% (45) 56Movies: Every day 28% (26) 26% (7) 23% (07) 5% (68) 8% (37) 455Movies: Several times per week 6% (9) 26% (44) 28% (59) 22% (2) 8% (44) 558Movies: About once per week 3% (46) 25% (92) 27% (98) 24% (88) % (39) 362Movies: Several times per month 9% (25) 7% (49) 36% (00) 25% (7) 2% (35) 28Movies: About once per month 0% (6) 8% (3) 29% (50) 3% (53) 2% (2) 72Movies: Less often than once per month 5% (0) 5% (32) 23% (49) 4% (86) 6% (34) 2Movies: Never 6% () 5% (8) 6% (27) 39% (66) 33% (55) 66


198



Demographic


movie


movie



Adults 5% (324) 2% (473) 27% (590) 25% (552) 2% (265) 2205Sports: Every day 27% (53) 22% (43) 23% (45) 23% (45) 6% (2) 98Sports: Several times per week 5% (50) 24% (80) 25% (8) 27% (88) 9% (3) 330Sports: About once per week % (30) 25% (69) 30% (82) 25% (69) 8% (22) 272Sports: Several times per month 7% (27) 7% (27) 34% (53) 20% (32) 2% (9) 58Sports: About once per month 0% (5) 22% (33) 32% (48) 23% (35) 3% (9) 5Sports: Less often than once per month 2% (47) 20% (76) 30% (4) 24% (92) 3% (49) 378Sports: Never 4% (02) 20% (45) 23% (66) 27% (9) 6% (3) 78Cable: I currently subscribe 5% (49) 22% (28) 27% (275) 26% (266) 0% (06) 05Cable: I subscribed in the past 2% (98) 23% (85) 30% (234) 22% (73) 3% (02) 793Cable: I have never subscribed 20% (77) 7% (69) 20% (8) 28% (3) 4% (57) 397Satellite television: I currently subscribe 9% (94) 20% (97) 23% (2) 26% (26) 3% (63) 492Satellite television: I subscribed in the past 4% (96) 20% (45) 3% (220) 24% (68) % (8) 70Satellite television: I have never subscribed 3% (34) 23% (230) 26% (259) 26% (258) 2% (22) 003Streaming service: I currently subscribe 6% (99) 24% (30) 29% (35) 9% (235) 2% (44) 229Streaming service: I subscribed in the past 8% (47) 25% (63) 25% (64) 9% (49) 2% (32) 255Streaming service: I have never subscribed % (79) 5% (09) 24% (75) 37% (268) 2% (90) 72Film: An avid fan 24% (84) 26% (20) 26% (98) 5% (9) 9% (69) 770Film: A casual fan 0% (5) 2% (244) 30% (344) 28% (32) 2% (38) 6Film: Not a fan 9% (26) 0% (27) 8% (49) 4% (3) 22% (59) 274Television: An avid fan 7% (78) 2% (222) 28% (287) 24% (247) 0% (04) 038Television: A casual fan 2% (25) 22% (224) 27% (275) 26% (265) 2% (7) 006Television: Not a fan 3% (2) 7% (27) 8% (28) 25% (4) 27% (44) 6Music: An avid fan 9% (224) 23% (270) 27% (324) 22% (260) 9% (04) 82Music: A casual fan 0% (87) 2% (89) 27% (248) 28% (258) 4% (30) 92Music: Not a fan 2% (3) 2% (4) 7% (9) 3% (35) 28% (3) Fashion: An avid fan 23% (78) 25% (82) 25% (84) 9% (64) 8% (25) 334Fashion: A casual fan 5% (3) 2% (87) 29% (260) 24% (27) % (0) 896Fashion: Not a fan 2% (5) 2% (203) 25% (247) 28% (27) 4% (39) 975



199

Table AVE7_7


Demographic


movie


movie



Adults 5% (324) 2% (473) 27% (590) 25% (552) 2% (265) 2205Sporting events: Every day 27% (53) 22% (43) 23% (45) 23% (45) 6% (2) 98Sporting events: Several times per week 5% (50) 24% (80) 25% (8) 27% (88) 9% (3) 330Sporting events: About once per week % (30) 25% (69) 30% (82) 25% (69) 8% (22) 272Sporting events: Several times per month 7% (27) 7% (27) 34% (53) 20% (32) 2% (9) 58Sporting events: About once per month 0% (5) 22% (33) 32% (48) 23% (35) 3% (9) 5Sporting events: Less often than once per month 2% (47) 20% (76) 30% (4) 24% (92) 3% (49) 378Sporting events: Never 4% (02) 20% (45) 23% (66) 27% (9) 6% (3) 78Cable television: I currently subscribe 5% (49) 22% (28) 27% (275) 26% (266) 0% (06) 05Cable television: I subscribed in the past 2% (98) 23% (85) 30% (234) 22% (73) 3% (02) 793Cable television: I have never subscribed 20% (77) 7% (69) 20% (8) 28% (3) 4% (57) 397Satellite television: I currently subscribe 9% (94) 20% (97) 23% (2) 26% (26) 3% (63) 492Satellite television: I subscribed in the past 4% (96) 20% (45) 3% (220) 24% (68) % (8) 70Satellite television: I have never subscribed 3% (34) 23% (230) 26% (259) 26% (258) 2% (22) 003Streaming service: I currently subscribe 6% (99) 24% (30) 29% (35) 9% (235) 2% (44) 229Streaming service: I subscribed in the past 8% (47) 25% (63) 25% (64) 9% (49) 2% (32) 255Streaming service: I have never subscribed % (79) 5% (09) 24% (75) 37% (268) 2% (90) 72Film: An avid fan 24% (84) 26% (20) 26% (98) 5% (9) 9% (69) 770Film: A casual fan 0% (5) 2% (244) 30% (344) 28% (32) 2% (38) 6Film: Not a fan 9% (26) 0% (27) 8% (49) 4% (3) 22% (59) 274Television: An avid fan 7% (78) 2% (222) 28% (287) 24% (247) 0% (04) 038Television: A casual fan 2% (25) 22% (224) 27% (275) 26% (265) 2% (7) 006Television: Not a fan 3% (2) 7% (27) 8% (28) 25% (4) 27% (44) 6Music: An avid fan 9% (224) 23% (270) 27% (324) 22% (260) 9% (04) 82Music: A casual fan 0% (87) 2% (89) 27% (248) 28% (258) 4% (30) 92Music: Not a fan 2% (3) 2% (4) 7% (9) 3% (35) 28% (3) Fashion: An avid fan 23% (78) 25% (82) 25% (84) 9% (64) 8% (25) 334Fashion: A casual fan 5% (3) 2% (87) 29% (260) 24% (27) % (0) 896Fashion: Not a fan 2% (5) 2% (203) 25% (247) 28% (27) 4% (39) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


200


Table AVE7_8: Would you see a movie with the following Marvel superheroes as the leading title character?Valkyrie

Demographic


movie


movie



Adults 24% (533) 25% (555) 20% (449) 20% (449) 0% (220) 2205Gender: Male 28% (30) 27% (288) 8% (97) 7% (84) 9% (94) 064Gender: Female 20% (23) 23% (266) 22% (252) 23% (266) % (25) 4Age: 18-29 39% (84) 22% (04) 9% (90) 0% (46) 0% (46) 47Age: 30-44 3% (7) 25% (36) 9% (0) 4% (76) % (60) 544Age: 45-54 24% (92) 30% (20) 9% (74) 7% (68) 0% (38) 392Age: 55-64 3% (47) 27% (97) 26% (92) 26% (93) 9% (3) 360Age: 65+ 9% (39) 22% (98) 2% (92) 38% (65) 0% (44) 437Generation Z: 18-21 40% (66) 26% (43) 5% (25) % (8) 7% (2) 65Millennial: Age 22-37 35% (225) 22% (42) 9% (23) % (7) 2% (74) 635Generation X: Age 38-53 26% (49) 29% (62) 9% (08) 6% (93) 0% (57) 568Boomers: Age 54-72 2% (82) 26% (82) 24% (69) 30% (209) 9% (65) 706PID: Dem (no lean) 28% (203) 26% (85) 20% (48) 9% (34) 7% (53) 722PID: Ind (no lean) 24% (95) 25% (204) 20% (60) 8% (4) 3% (0) 800PID: Rep (no lean) 20% (36) 24% (66) 2% (4) 26% (75) 0% (65) 682PID/Gender: DemMen 34% () 25% (82) 7% (56) 6% (53) 7% (22) 324PID/Gender: DemWomen 23% (92) 26% (03) 23% (92) 20% (8) 8% (3) 398PID/Gender: Ind Men 26% (94) 3% (2) 7% (63) 4% (5) 2% (45) 366PID/Gender: Ind Women 23% (00) 2% (92) 22% (97) 2% (90) 3% (56) 434PID/Gender: Rep Men 26% (96) 25% (94) 2% (77) 2% (79) 7% (27) 374PID/Gender: Rep Women 3% (39) 23% (7) 2% (64) 3% (95) 3% (39) 308Ideo: Liberal (1-3) 32% (224) 25% (77) 9% (38) 7% (22) 7% (50) 70Ideo: Moderate (4) 23% (07) 27% (22) 22% (03) 22% (99) 6% (29) 459Ideo: Conservative (5-7) 7% (9) 26% (84) 23% (62) 25% (77) % (76) 78Educ: < College 25% (383) 26% (387) 20% (299) 9% (285) % (62) 56Educ: Bachelors degree 22% (99) 23% (03) 23% (0) 24% (07) 8% (35) 445Educ: Post-grad 2% (5) 26% (64) 20% (49) 23% (57) 9% (23) 245



201

Table AVE7_8


Demographic


movie


movie



Adults 24% (533) 25% (555) 20% (449) 20% (449) 0% (220) 2205Income: Under 50k 25% (349) 26% (356) 20% (27) 8% (246) % (48) 37Income: 50k-100k 2% (2) 24% (34) 22% (24) 24% (37) 9% (49) 565Income: 100k+ 23% (62) 24% (64) 20% (54) 24% (66) 8% (23) 269Ethnicity: White 9% (336) 25% (429) 23% (393) 23% (396) 0% (73) 726Ethnicity: Hispanic 38% (34) 29% (0) 7% (58) % (39) 5% (8) 350Ethnicity: Afr. Am. 47% (30) 25% (67) 9% (24) 0% (28) 9% (26) 275Ethnicity: Other 33% (67) 29% (58) 6% (33) 2% (25) 0% (2) 204Relig: Protestant 7% (80) 24% () 26% (23) 24% (4) 9% (42) 47Relig: Roman Catholic 20% (76) 25% (94) 9% (72) 26% (99) 0% (39) 380Relig: Ath./Agn./None 28% (85) 23% (53) 2% (4) 7% (0) % (76) 664Relig: Something Else 30% (4) 27% (0) 6% (60) 2% (80) 7% (26) 382Relig: Jewish 30% (6) 4% (8) 5% (8) 33% (8) 7% (4) 53Relig: All Christian 20% (234) 26% (30) 2% (248) 22% (259) 0% (7) 59Relig: All Non-Christian 29% (299) 24% (254) 9% (20) 8% (90) 0% (03) 046Community: Urban 30% (84) 27% (68) 5% (9) 7% (05) % (7) 68Community: Suburban 2% (98) 24% (224) 24% (225) 22% (209) 9% (82) 939Community: Rural 23% (5) 25% (63) 20% (33) 2% (35) 0% (66) 648Employ: Private Sector 28% (72) 28% (75) 9% (2) 7% (06) 8% (5) 626Employ: Government 30% (46) 9% (30) 24% (38) 20% (30) 7% () 56Employ: Self-Employed 29% (6) 29% (6) 2% (45) 6% (33) 5% (0) 209Employ: Homemaker 23% (35) 29% (45) 22% (34) 5% (23) % (6) 53Employ: Student 45% (50) 20% (23) 8% (20) % (2) 6% (7) 2Employ: Retired 2% (59) 2% (03) 22% (06) 35% (69) 0% (46) 483Employ: Unemployed 20% (47) 29% (65) 20% (47) 8% (40) 3% (30) 229Employ: Other 27% (63) 22% (52) 6% (39) 5% (35) 2% (49) 237Military HH: Yes 26% (06) 27% (0) 9% (77) 22% (89) 6% (25) 406Military HH: No 24% (427) 25% (445) 2% (372) 20% (36) % (95) 799RD/WT: Right Direction 23% (93) 24% (202) 20% (73) 22% (87) % (97) 85RD/WT: Wrong Track 25% (339) 26% (353) 20% (276) 9% (263) 9% (22) 354


202



Demographic


movie


movie



Adults 24% (533) 25% (555) 20% (449) 20% (449) 0% (220) 2205Trump Job Approve 2% (94) 25% (23) 2% (94) 23% (20) 0% (95) 924Trump Job Disapprove 27% (32) 26% (296) 2% (237) 8% (209) 7% (86) 40Trump Job Strongly Approve 2% (0) 24% (8) 20% (97) 24% (20) % (53) 490Trump Job Somewhat Approve 2% (92) 26% (4) 22% (96) 2% (90) 0% (42) 434Trump Job Somewhat Disapprove 26% (72) 28% (75) 25% (67) 3% (37) 8% (2) 272Trump Job Strongly Disapprove 28% (240) 25% (22) 20% (70) 20% (72) 7% (64) 868Favorable of Trump 2% (89) 24% (222) 22% (98) 23% (209) 0% (93) 9Unfavorable of Trump 27% (304) 27% (300) 20% (230) 9% (24) 7% (84) 30Very Favorable of Trump 22% (2) 25% (34) 9% (05) 24% (29) 0% (53) 543Somewhat Favorable of Trump 8% (67) 24% (88) 25% (93) 22% (80) % (40) 368Somewhat Unfavorable of Trump 22% (49) 32% (7) 2% (47) 8% (40) 7% (6) 223Very Unfavorable of Trump 28% (254) 25% (229) 20% (83) 9% (74) 7% (67) 907#1 Issue: Economy 26% (55) 29% (70) 2% (2) 6% (95) 8% (47) 588#1 Issue: Security 9% (83) 2% (89) 22% (95) 26% (0) 2% (53) 430#1 Issue: Health Care 27% (03) 28% (06) 9% (73) 7% (67) 9% (36) 385#1 Issue: Medicare / Social Security 5% (45) 27% (80) 9% (55) 30% (90) 0% (29) 299#1 Issue: Women’s Issues 29% (36) 22% (27) 27% (33) 4% (8) 7% (9) 22#1 Issue: Education 33% (50) 7% (26) 7% (26) 7% (25) 6% (24) 5#1 Issue: Energy 26% (27) 25% (25) 20% (20) 22% (23) 7% (7) 02#1 Issue: Other 26% (33) 24% (3) 20% (25) 8% (23) 3% (6) 292018 House Vote: Democrat 28% (29) 24% (87) 22% (69) 9% (44) 7% (5) 7702018 House Vote: Republican 8% (23) 25% (68) 2% (4) 24% (63) % (76) 6722018 House Vote: Someone else 8% (20) 24% (27) 22% (25) 9% (2) 7% (8) 02018 House Vote: Didnt Vote 26% (7) 26% (7) 8% (5) 8% (20) % (74) 6502016 Vote: Hillary Clinton 25% (66) 26% (70) 23% (54) 20% (32) 6% (4) 6632016 Vote: Donald Trump 7% (6) 24% (62) 2% (42) 26% (76) % (74) 6682016 Vote: Someone else 25% (49) 23% (45) 22% (43) 7% (33) 3% (26) 962016 Vote: Didnt Vote 30% (20) 26% (77) 6% () 6% (07) 2% (79) 675



203

Table AVE7_8


Demographic


movie


movie



Adults 24% (533) 25% (555) 20% (449) 20% (449) 0% (220) 2205Voted in 2014: Yes 22% (297) 25% (344) 22% (298) 22% (30) 9% (24) 364Voted in 2014: No 28% (236) 25% (2) 8% (5) 8% (48) % (95) 842012 Vote: Barack Obama 26% (20) 25% (202) 22% (80) 20% (62) 8% (63) 872012 Vote: Mitt Romney 3% (67) 26% (36) 23% (8) 28% (48) 0% (54) 5242012 Vote: Other 24% (24) 2% (22) 2% (22) 23% (24) % (2) 032012 Vote: Didn’t Vote 3% (23) 26% (94) 7% (28) 5% (4) 2% (90) 7584-Region: Northeast 2% (8) 2% (84) 22% (87) 26% (04) 0% (39) 3944-Region: Midwest 22% (0) 24% (0) 2% (95) 24% (0) 0% (47) 4634-Region: South 26% (25) 24% (20) 2% (70) 8% (52) % (88) 8264-Region: West 26% (35) 3% (59) 9% (97) 6% (84) 9% (46) 52Evangelical 22% (40) 28% (77) 2% (33) 9% (22) % (68) 640Non-Evangelical 25% (393) 24% (378) 20% (36) 2% (327) 0% (5) 565TV shows: Every day 27% (300) 26% (283) 2% (225) 9% (204) 8% (83) 095TV shows: Several times per week 24% (26) 29% (56) 20% (08) 2% () 7% (35) 536TV shows: About once per week 2% (29) 8% (24) 23% (30) 28% (37) 0% (4) 34TV shows: Several times per month 23% (26) 2% (24) 22% (25) 23% (26) % (2) 3TV shows: About once per month 5% () 24% (7) 2% (5) 9% (3) 20% (5) 7TV shows: Less often than once per month 7% (7) 25% (25) 2% (2) 23% (23) 4% (4) 00TV shows: Never 6% (24) 6% (25) 7% (26) 22% (34) 30% (47) 56Movies: Every day 39% (76) 28% (30) 5% (69) 3% (57) 5% (24) 455Movies: Several times per week 28% (57) 29% (60) 9% (05) 7% (96) 7% (40) 558Movies: About once per week 25% (89) 29% (06) 23% (85) 5% (55) 8% (28) 362Movies: Several times per month 7% (49) 22% (62) 29% (80) 2% (60) % (30) 28Movies: About once per month 6% (28) 2% (36) 25% (44) 26% (45) % (9) 72Movies: Less often than once per month 7% (4) 23% (49) 2% (45) 36% (75) 3% (27) 2Movies: Never 2% (20) 7% () 3% (22) 38% (62) 3% (5) 66


204



Demographic


movie


movie



Adults 24% (533) 25% (555) 20% (449) 20% (449) 0% (220) 2205Sports: Every day 37% (73) 20% (39) 9% (37) 20% (39) 5% (9) 98Sports: Several times per week 30% (99) 28% (93) 7% (57) 20% (65) 5% (6) 330Sports: About once per week 2% (57) 3% (85) 22% (60) 8% (49) 8% (2) 272Sports: Several times per month 23% (36) 22% (35) 26% (4) 9% (30) 0% (6) 58Sports: About once per month 22% (33) 24% (36) 27% (4) 8% (27) 9% (4) 5Sports: Less often than once per month 22% (8) 28% (07) 22% (82) 20% (74) 9% (34) 378Sports: Never 2% (53) 22% (60) 8% (3) 23% (65) 5% (09) 78Cable: I currently subscribe 25% (254) 25% (257) 20% (20) 2% (2) 9% (92) 05Cable: I subscribed in the past 2% (70) 28% (22) 22% (72) 9% (50) 0% (8) 793Cable: I have never subscribed 27% (09) 9% (77) 9% (77) 22% (88) 2% (47) 397Satellite television: I currently subscribe 27% (34) 23% (5) 8% (89) 20% (98) % (56) 492Satellite television: I subscribed in the past 24% (7) 27% (92) 22% (57) 7% (23) 0% (68) 70Satellite television: I have never subscribed 23% (228) 25% (248) 20% (204) 23% (228) 0% (95) 003Streaming service: I currently subscribe 27% (330) 27% (333) 2% (260) 6% (95) 9% () 229Streaming service: I subscribed in the past 33% (84) 24% (6) 6% (4) 6% (42) % (28) 255Streaming service: I have never subscribed 6% (8) 22% (60) 2% (49) 29% (23) % (8) 72Film: An avid fan 37% (286) 28% (24) 7% (3) 2% (92) 6% (47) 770Film: A casual fan 8% (209) 25% (296) 24% (276) 22% (257) % (24) 6Film: Not a fan 4% (38) 6% (45) 6% (42) 37% (0) 8% (48) 274Television: An avid fan 29% (298) 27% (280) 20% (203) 8% (83) 7% (74) 038Television: A casual fan 9% (96) 25% (253) 22% (26) 23% (229) % (2) 006Television: Not a fan 24% (39) 4% (22) 8% (29) 23% (37) 2% (33) 6Music: An avid fan 30% (349) 26% (305) 9% (223) 8% (23) 8% (92) 82Music: A casual fan 8% (63) 25% (226) 23% (208) 23% (20) % (04) 92Music: Not a fan 8% (20) 2% (23) 6% (8) 24% (26) 2% (23) Fashion: An avid fan 39% (29) 26% (86) 6% (53) 5% (5) 5% (6) 334Fashion: A casual fan 22% (20) 29% (260) 20% (82) 9% (69) 9% (84) 896Fashion: Not a fan 2% (202) 2% (209) 22% (24) 24% (230) 2% (20) 975



205

Table AVE7_8


Demographic


movie


movie



Adults 24% (533) 25% (555) 20% (449) 20% (449) 0% (220) 2205Sporting events: Every day 37% (73) 20% (39) 9% (37) 20% (39) 5% (9) 98Sporting events: Several times per week 30% (99) 28% (93) 7% (57) 20% (65) 5% (6) 330Sporting events: About once per week 2% (57) 3% (85) 22% (60) 8% (49) 8% (2) 272Sporting events: Several times per month 23% (36) 22% (35) 26% (4) 9% (30) 0% (6) 58Sporting events: About once per month 22% (33) 24% (36) 27% (4) 8% (27) 9% (4) 5Sporting events: Less often than once per month 22% (8) 28% (07) 22% (82) 20% (74) 9% (34) 378Sporting events: Never 2% (53) 22% (60) 8% (3) 23% (65) 5% (09) 78Cable television: I currently subscribe 25% (254) 25% (257) 20% (20) 2% (2) 9% (92) 05Cable television: I subscribed in the past 2% (70) 28% (22) 22% (72) 9% (50) 0% (8) 793Cable television: I have never subscribed 27% (09) 9% (77) 9% (77) 22% (88) 2% (47) 397Satellite television: I currently subscribe 27% (34) 23% (5) 8% (89) 20% (98) % (56) 492Satellite television: I subscribed in the past 24% (7) 27% (92) 22% (57) 7% (23) 0% (68) 70Satellite television: I have never subscribed 23% (228) 25% (248) 20% (204) 23% (228) 0% (95) 003Streaming service: I currently subscribe 27% (330) 27% (333) 2% (260) 6% (95) 9% () 229Streaming service: I subscribed in the past 33% (84) 24% (6) 6% (4) 6% (42) % (28) 255Streaming service: I have never subscribed 6% (8) 22% (60) 2% (49) 29% (23) % (8) 72Film: An avid fan 37% (286) 28% (24) 7% (3) 2% (92) 6% (47) 770Film: A casual fan 8% (209) 25% (296) 24% (276) 22% (257) % (24) 6Film: Not a fan 4% (38) 6% (45) 6% (42) 37% (0) 8% (48) 274Television: An avid fan 29% (298) 27% (280) 20% (203) 8% (83) 7% (74) 038Television: A casual fan 9% (96) 25% (253) 22% (26) 23% (229) % (2) 006Television: Not a fan 24% (39) 4% (22) 8% (29) 23% (37) 2% (33) 6Music: An avid fan 30% (349) 26% (305) 9% (223) 8% (23) 8% (92) 82Music: A casual fan 8% (63) 25% (226) 23% (208) 23% (20) % (04) 92Music: Not a fan 8% (20) 2% (23) 6% (8) 24% (26) 2% (23) Fashion: An avid fan 39% (29) 26% (86) 6% (53) 5% (5) 5% (6) 334Fashion: A casual fan 22% (20) 29% (260) 20% (82) 9% (69) 9% (84) 896Fashion: Not a fan 2% (202) 2% (209) 22% (24) 24% (230) 2% (20) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


206


Table AVE7_9: Would you see a movie with the following Marvel superheroes as the leading title character?The Wasp

Demographic


movie


movie



Adults 23% (499) 26% (563) 2% (458) 20% (443) % (242) 2205Gender: Male 27% (292) 28% (300) 8% (86) 7% (85) 0% (0) 064Gender: Female 8% (207) 23% (263) 24% (272) 23% (258) 2% (40) 4Age: 18-29 36% (7) 24% () 8% (86) 3% (59) 9% (44) 47Age: 30-44 28% (54) 29% (60) 20% (08) 3% (69) 0% (53) 544Age: 45-54 23% (89) 28% (0) 2% (8) 6% (6) 3% (5) 392Age: 55-64 4% (49) 25% (89) 25% (89) 26% (92) % (4) 360Age: 65+ 8% (36) 2% (93) 2% (93) 37% (62) 2% (53) 437Generation Z: 18-21 37% (6) 24% (40) 20% (33) 2% (20) 7% () 65Millennial: Age 22-37 34% (23) 26% (66) 7% (09) 3% (80) % (67) 635Generation X: Age 38-53 23% (33) 29% (64) 22% (25) 4% (8) 2% (65) 568Boomers: Age 54-72 2% (83) 25% (74) 24% (67) 29% (204) % (79) 706PID: Dem (no lean) 23% (63) 25% (82) 23% (68) 2% (49) 8% (60) 722PID: Ind (no lean) 24% (96) 24% (94) 20% (63) 7% (37) 4% () 800PID: Rep (no lean) 2% (4) 27% (87) 9% (26) 23% (58) 0% (7) 682PID/Gender: DemMen 28% (92) 28% (9) 8% (59) 20% (64) 6% (9) 324PID/Gender: DemWomen 8% (7) 23% (9) 27% (09) 2% (85) 0% (4) 398PID/Gender: Ind Men 28% (04) 27% (99) 7% (62) 4% (53) 3% (49) 366PID/Gender: Ind Women 2% (92) 22% (95) 23% (02) 9% (84) 4% (62) 434PID/Gender: Rep Men 26% (96) 29% (0) 8% (66) 8% (68) 9% (34) 374PID/Gender: Rep Women 4% (44) 25% (76) 20% (6) 29% (90) 2% (37) 308Ideo: Liberal (1-3) 28% (98) 25% (80) 2% (52) 7% (2) 8% (60) 70Ideo: Moderate (4) 22% (00) 25% (4) 2% (96) 23% (06) 9% (43) 459Ideo: Conservative (5-7) 7% (9) 28% (99) 22% (58) 23% (62) % (8) 78Educ: < College 25% (373) 25% (372) 20% (304) 9% (282) 2% (85) 56Educ: Bachelors degree 9% (83) 30% (33) 2% (93) 22% (99) 8% (37) 445Educ: Post-grad 8% (44) 23% (57) 25% (62) 25% (62) 8% (20) 245



207

Table AVE7_9


Demographic


movie


movie



Adults 23% (499) 26% (563) 2% (458) 20% (443) % (242) 2205Income: Under 50k 24% (334) 26% (350) 20% (274) 8% (246) 2% (67) 37Income: 50k-100k 22% (24) 25% (42) 2% (9) 23% (30) 9% (50) 565Income: 100k+ 5% (4) 26% (7) 24% (65) 25% (67) 9% (25) 269Ethnicity: White 20% (340) 25% (439) 2% (370) 22% (38) % (96) 726Ethnicity: Hispanic 32% (2) 29% (00) 9% (66) 2% (4) 9% (3) 350Ethnicity: Afr. Am. 37% (0) 25% (69) 9% (5) 3% (35) 7% (9) 275Ethnicity: Other 28% (58) 27% (55) 8% (37) 3% (27) 3% (27) 204Relig: Protestant 7% (78) 25% (6) 24% (5) 24% (3) 0% (49) 47Relig: Roman Catholic 8% (68) 27% (0) 9% (7) 25% (96) % (43) 380Relig: Ath./Agn./None 27% (79) 24% (58) 22% (43) 7% () % (72) 664Relig: Something Else 27% (02) 26% (98) 6% (6) 20% (76) 2% (45) 382Relig: Jewish 3% (7) 30% (6) 5% (8) 32% (7) 9% (5) 53Relig: All Christian 9% (29) 26% (306) 22% (254) 22% (256) % (25) 59Relig: All Non-Christian 27% (28) 25% (256) 20% (204) 8% (87) % (7) 046Community: Urban 27% (66) 27% (67) 8% (08) 6% (0) 2% (76) 68Community: Suburban 20% (83) 25% (235) 23% (22) 23% (23) 0% (96) 939Community: Rural 23% (49) 25% (6) 2% (38) 20% (30) % (70) 648Employ: Private Sector 26% (62) 3% (94) 9% (20) 6% (03) 8% (47) 626Employ: Government 24% (38) 3% (49) 22% (35) 7% (26) 6% (9) 56Employ: Self-Employed 27% (56) 27% (56) 24% (50) 7% (35) 6% (2) 209Employ: Homemaker 22% (34) 25% (38) 24% (37) 3% (20) 5% (24) 53Employ: Student 34% (38) 27% (30) 2% (23) 2% (3) 7% (8) 2Employ: Retired % (54) 2% (02) 22% (07) 35% (68) % (53) 483Employ: Unemployed 25% (57) 22% (5) 2% (48) 7% (39) 5% (34) 229Employ: Other 26% (6) 8% (43) 6% (38) 6% (39) 24% (56) 237Military HH: Yes 23% (93) 27% (0) 7% (7) 25% (02) 8% (3) 406Military HH: No 23% (406) 25% (453) 22% (387) 9% (34) 2% (2) 799RD/WT: Right Direction 2% (82) 27% (230) 9% (63) 2% (79) % (98) 85RD/WT: Wrong Track 23% (37) 25% (333) 22% (296) 20% (264) % (44) 354


208



Demographic


movie


movie



Adults 23% (499) 26% (563) 2% (458) 20% (443) % (242) 2205Trump Job Approve 2% (90) 27% (248) 9% (75) 22% (208) % (04) 924Trump Job Disapprove 24% (279) 26% (293) 23% (26) 9% (22) 8% (95) 40Trump Job Strongly Approve 22% (08) 27% (34) 8% (87) 23% (0) % (52) 490Trump Job Somewhat Approve 9% (82) 26% (5) 20% (88) 22% (97) 2% (52) 434Trump Job Somewhat Disapprove 23% (64) 32% (87) 23% (62) 3% (34) 9% (26) 272Trump Job Strongly Disapprove 25% (26) 24% (206) 23% (99) 20% (78) 8% (69) 868Favorable of Trump 20% (85) 26% (238) 20% (87) 22% (203) % (98) 9Unfavorable of Trump 24% (270) 26% (296) 22% (25) 9% (22) 9% (0) 30Very Favorable of Trump 23% (26) 26% (39) 9% (03) 22% (2) 0% (54) 543Somewhat Favorable of Trump 6% (60) 27% (99) 23% (83) 22% (83) 2% (44) 368Somewhat Unfavorable of Trump 22% (49) 32% (7) 2% (46) 8% (40) 7% (6) 223Very Unfavorable of Trump 24% (22) 25% (225) 23% (205) 9% (72) 9% (85) 907#1 Issue: Economy 24% (43) 28% (66) 22% (30) 7% (99) 8% (50) 588#1 Issue: Security 6% (70) 25% (09) 20% (87) 25% (06) 3% (58) 430#1 Issue: Health Care 27% (03) 27% (05) 20% (76) 6% (62) 0% (39) 385#1 Issue: Medicare / Social Security 9% (56) 22% (66) 6% (48) 30% (9) 3% (38) 299#1 Issue: Women’s Issues 24% (30) 26% (3) 29% (35) % (4) 0% (2) 22#1 Issue: Education 28% (43) 22% (33) 2% (32) 7% (25) 2% (8) 5#1 Issue: Energy 26% (27) 23% (24) 22% (22) 22% (23) 7% (7) 02#1 Issue: Other 2% (28) 22% (29) 22% (29) 8% (24) 5% (20) 292018 House Vote: Democrat 23% (79) 25% (9) 23% (79) 20% (56) 8% (65) 7702018 House Vote: Republican 9% (3) 26% (78) 20% (37) 22% (50) % (76) 6722018 House Vote: Someone else 7% (9) 28% (3) 22% (24) 8% (9) 5% (7) 02018 House Vote: Didnt Vote 26% (70) 25% (62) 8% (8) 8% (5) 3% (84) 6502016 Vote: Hillary Clinton 22% (45) 25% (64) 25% (66) 20% (34) 8% (54) 6632016 Vote: Donald Trump 9% (25) 26% (76) 20% (3) 24% (63) % (73) 6682016 Vote: Someone else 2% (4) 27% (54) 20% (39) 8% (35) 4% (27) 962016 Vote: Didnt Vote 28% (86) 25% (69) 8% (22) 6% (0) 3% (88) 675



209

Table AVE7_9


Demographic


movie


movie



Adults 23% (499) 26% (563) 2% (458) 20% (443) % (242) 2205Voted in 2014: Yes 2% (282) 25% (347) 22% (30) 22% (304) 0% (30) 364Voted in 2014: No 26% (27) 26% (26) 9% (57) 7% (39) 3% (2) 842012 Vote: Barack Obama 23% (84) 25% (205) 22% (83) 20% (67) 0% (78) 872012 Vote: Mitt Romney 5% (78) 27% (40) 22% (5) 26% (35) % (57) 5242012 Vote: Other 22% (23) 2% (22) 9% (20) 24% (25) 3% (4) 032012 Vote: Didn’t Vote 28% (24) 26% (96) 8% (39) 5% (6) 2% (93) 7584-Region: Northeast 8% (72) 24% (94) 23% (90) 24% (94) % (44) 3944-Region: Midwest 22% (03) 26% (2) 9% (87) 23% (08) 0% (44) 4634-Region: South 24% (98) 26% (22) 2% (75) 8% (5) % (90) 8264-Region: West 24% (26) 26% (35) 20% (06) 7% (90) 2% (64) 52Evangelical 2% (32) 27% (7) 2% (37) 20% (28) % (72) 640Non-Evangelical 23% (368) 25% (392) 2% (32) 20% (35) % (70) 565TV shows: Every day 26% (288) 26% (284) 22% (236) 8% (92) 9% (95) 095TV shows: Several times per week 23% (22) 29% (57) 20% (05) 22% (6) 7% (37) 536TV shows: About once per week 2% (28) 22% (30) 8% (24) 29% (39) 0% (3) 34TV shows: Several times per month 20% (22) 23% (26) 28% (32) 8% (20) % (2) 3TV shows: About once per month 4% (0) 7% (2) 23% (6) 9% (3) 28% (20) 7TV shows: Less often than once per month 3% (3) 3% (3) 9% (9) 22% (22) 5% (5) 00TV shows: Never % (7) 4% (22) 6% (25) 27% (42) 32% (50) 56Movies: Every day 40% (8) 28% (26) 5% (67) 2% (55) 6% (27) 455Movies: Several times per week 27% (5) 26% (47) 24% (34) 6% (90) 7% (36) 558Movies: About once per week 22% (80) 3% (2) 2% (77) 7% (60) 9% (32) 362Movies: Several times per month 5% (43) 28% (79) 25% (7) 20% (57) % (3) 28Movies: About once per month % (8) 26% (45) 22% (38) 28% (48) 4% (23) 72Movies: Less often than once per month 5% () 20% (43) 22% (46) 34% (72) 8% (39) 2Movies: Never 9% (5) 6% () 5% (25) 37% (62) 32% (54) 66


210



Demographic


movie


movie



Adults 23% (499) 26% (563) 2% (458) 20% (443) % (242) 2205Sports: Every day 39% (78) 22% (44) 6% (32) 9% (38) 3% (6) 98Sports: Several times per week 26% (87) 28% (9) 8% (59) 8% (6) 0% (33) 330Sports: About once per week 23% (62) 27% (75) 24% (66) 8% (50) 7% (20) 272Sports: Several times per month 22% (35) 29% (46) 2% (33) 7% (28) 0% (6) 58Sports: About once per month 7% (25) 3% (46) 23% (35) 8% (27) % (7) 5Sports: Less often than once per month 9% (70) 26% (00) 25% (95) 9% (72) % (40) 378Sports: Never 20% (42) 22% (6) 9% (39) 23% (68) 5% (09) 78Cable: I currently subscribe 24% (246) 25% (249) 2% (2) 2% (23) 9% (96) 05Cable: I subscribed in the past 9% (52) 30% (240) 22% (73) 7% (35) 2% (94) 793Cable: I have never subscribed 26% (02) 9% (74) 9% (74) 24% (96) 3% (52) 397Satellite television: I currently subscribe 26% (28) 2% (03) 20% (99) 20% (0) 2% (6) 492Satellite television: I subscribed in the past 24% (68) 27% (94) 22% (57) 7% (2) 0% (70) 70Satellite television: I have never subscribed 20% (203) 26% (265) 20% (202) 22% (222) % () 003Streaming service: I currently subscribe 25% (30) 29% (356) 2% (258) 5% (88) 0% (8) 229Streaming service: I subscribed in the past 27% (68) 27% (68) 2% (53) 5% (37) % (28) 255Streaming service: I have never subscribed 7% (2) 9% (38) 20% (47) 30% (28) 3% (96) 72Film: An avid fan 37% (285) 28% (23) 8% (38) % (83) 7% (5) 770Film: A casual fan 5% (75) 27% (32) 23% (27) 23% (27) % (32) 6Film: Not a fan 4% (39) 4% (38) 8% (49) 33% (89) 2% (58) 274Television: An avid fan 28% (295) 26% (272) 20% (204) 7% (77) 9% (89) 038Television: A casual fan 8% (77) 26% (260) 22% (226) 23% (230) % (4) 006Television: Not a fan 7% (27) 9% (30) 7% (28) 23% (36) 25% (40) 6Music: An avid fan 29% (346) 26% (302) 20% (239) 7% (203) 8% (9) 82Music: A casual fan 5% (40) 27% (242) 22% (98) 24% (25) 3% (7) 92Music: Not a fan 2% (3) 7% (9) 9% (2) 22% (24) 30% (34) Fashion: An avid fan 37% (23) 22% (73) 22% (73) 4% (46) 6% (20) 334Fashion: A casual fan 2% (86) 29% (258) 20% (80) 9% (72) % (99) 896Fashion: Not a fan 9% (90) 24% (232) 2% (205) 23% (225) 3% (22) 975



211

Table AVE7_9


Demographic


movie


movie



Adults 23% (499) 26% (563) 2% (458) 20% (443) % (242) 2205Sporting events: Every day 39% (78) 22% (44) 6% (32) 9% (38) 3% (6) 98Sporting events: Several times per week 26% (87) 28% (9) 8% (59) 8% (6) 0% (33) 330Sporting events: About once per week 23% (62) 27% (75) 24% (66) 8% (50) 7% (20) 272Sporting events: Several times per month 22% (35) 29% (46) 2% (33) 7% (28) 0% (6) 58Sporting events: About once per month 7% (25) 3% (46) 23% (35) 8% (27) % (7) 5Sporting events: Less often than once per month 9% (70) 26% (00) 25% (95) 9% (72) % (40) 378Sporting events: Never 20% (42) 22% (6) 9% (39) 23% (68) 5% (09) 78Cable television: I currently subscribe 24% (246) 25% (249) 2% (2) 2% (23) 9% (96) 05Cable television: I subscribed in the past 9% (52) 30% (240) 22% (73) 7% (35) 2% (94) 793Cable television: I have never subscribed 26% (02) 9% (74) 9% (74) 24% (96) 3% (52) 397Satellite television: I currently subscribe 26% (28) 2% (03) 20% (99) 20% (0) 2% (6) 492Satellite television: I subscribed in the past 24% (68) 27% (94) 22% (57) 7% (2) 0% (70) 70Satellite television: I have never subscribed 20% (203) 26% (265) 20% (202) 22% (222) % () 003Streaming service: I currently subscribe 25% (30) 29% (356) 2% (258) 5% (88) 0% (8) 229Streaming service: I subscribed in the past 27% (68) 27% (68) 2% (53) 5% (37) % (28) 255Streaming service: I have never subscribed 7% (2) 9% (38) 20% (47) 30% (28) 3% (96) 72Film: An avid fan 37% (285) 28% (23) 8% (38) % (83) 7% (5) 770Film: A casual fan 5% (75) 27% (32) 23% (27) 23% (27) % (32) 6Film: Not a fan 4% (39) 4% (38) 8% (49) 33% (89) 2% (58) 274Television: An avid fan 28% (295) 26% (272) 20% (204) 7% (77) 9% (89) 038Television: A casual fan 8% (77) 26% (260) 22% (226) 23% (230) % (4) 006Television: Not a fan 7% (27) 9% (30) 7% (28) 23% (36) 25% (40) 6Music: An avid fan 29% (346) 26% (302) 20% (239) 7% (203) 8% (9) 82Music: A casual fan 5% (40) 27% (242) 22% (98) 24% (25) 3% (7) 92Music: Not a fan 2% (3) 7% (9) 9% (2) 22% (24) 30% (34) Fashion: An avid fan 37% (23) 22% (73) 22% (73) 4% (46) 6% (20) 334Fashion: A casual fan 2% (86) 29% (258) 20% (80) 9% (72) % (99) 896Fashion: Not a fan 9% (90) 24% (232) 2% (205) 23% (225) 3% (22) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


212


Table AVE7_10: Would you see a movie with the following Marvel superheroes as the leading title character?Nick Fury

Demographic


movie


movie



Adults 3% (693) 24% (523) 5% (335) 20% (450) 9% (203) 2205Gender: Male 37% (39) 25% (265) 3% (42) 6% (73) 9% (92) 064Gender: Female 26% (302) 23% (258) 7% (93) 24% (277) 0% () 4Age: 18-29 48% (225) 25% (7) % (5) 0% (47) 7% (32) 47Age: 30-44 43% (236) 23% (25) 4% (75) % (6) 9% (47) 544Age: 45-54 29% (3) 29% (6) 5% (60) 6% (62) % (42) 392Age: 55-64 9% (68) 24% (88) 20% (72) 27% (96) 0% (36) 360Age: 65+ 2% (5) 8% (78) 8% (78) 42% (85) 0% (46) 437Generation Z: 18-21 45% (75) 28% (46) 0% (6) % (9) 6% (0) 65Millennial: Age 22-37 48% (302) 22% (4) 2% (77) 0% (62) 8% (52) 635Generation X: Age 38-53 34% (9) 28% (59) 5% (83) 4% (80) 0% (56) 568Boomers: Age 54-72 6% () 22% (58) 20% (38) 32% (223) % (76) 706PID: Dem (no lean) 35% (254) 24% (77) 4% (99) 9% (39) 7% (54) 722PID: Ind (no lean) 3% (252) 25% (204) 6% (26) 7% (35) 0% (83) 800PID: Rep (no lean) 27% (87) 2% (43) 6% (0) 26% (76) 0% (67) 682PID/Gender: DemMen 43% (38) 23% (74) % (37) 8% (58) 5% (8) 324PID/Gender: DemWomen 29% (5) 26% (03) 6% (62) 20% (8) 9% (36) 398PID/Gender: Ind Men 35% (28) 29% (06) 4% (50) 2% (43) % (40) 366PID/Gender: Ind Women 29% (24) 23% (98) 8% (77) 2% (92) 0% (43) 434PID/Gender: Rep Men 33% (25) 23% (86) 5% (56) 9% (72) 9% (35) 374PID/Gender: Rep Women 20% (62) 8% (57) 8% (54) 34% (04) 0% (32) 308Ideo: Liberal (1-3) 39% (276) 23% (65) 3% (95) 7% (9) 8% (56) 70Ideo: Moderate (4) 30% (36) 25% (7) 8% (8) 20% (93) 7% (32) 459Ideo: Conservative (5-7) 22% (6) 25% (8) 7% (9) 26% (89) 9% (68) 78Educ: < College 34% (52) 23% (342) 4% (20) 9% (289) % (62) 56Educ: Bachelors degree 25% (3) 27% (20) 8% (8) 24% (05) 6% (26) 445Educ: Post-grad 28% (68) 25% (6) 8% (44) 23% (56) 6% (5) 245



213

Table AVE7_10


Demographic


movie


movie



Adults 3% (693) 24% (523) 5% (335) 20% (450) 9% (203) 2205Income: Under 50k 33% (450) 25% (337) 4% (9) 9% (255) 0% (39) 37Income: 50k-100k 30% (68) 2% (7) 8% (00) 24% (37) 8% (43) 565Income: 100k+ 28% (75) 26% (70) 6% (44) 22% (58) 8% (22) 269Ethnicity: White 26% (452) 24% (4) 7% (29) 24% (407) 9% (64) 726Ethnicity: Hispanic 47% (63) 26% (9) 9% (30) 2% (43) 7% (24) 350Ethnicity: Afr. Am. 56% (54) 9% (5) 0% (27) 9% (25) 6% (7) 275Ethnicity: Other 42% (87) 30% (60) 9% (8) 9% (8) % (22) 204Relig: Protestant 24% () 25% (6) 8% (83) 26% (2) 8% (39) 47Relig: Roman Catholic 25% (97) 24% (89) 6% (60) 26% (98) 9% (35) 380Relig: Ath./Agn./None 36% (240) 23% (54) 4% (90) 7% (2) 0% (69) 664Relig: Something Else 37% (42) 22% (85) 4% (53) 9% (73) 8% (29) 382Relig: Jewish 3% (7) 2% (7) 7% (9) 33% (7) 7% (4) 53Relig: All Christian 27% (3) 25% (285) 7% (92) 23% (266) 9% (06) 59Relig: All Non-Christian 37% (382) 23% (239) 4% (43) 8% (84) 9% (98) 046Community: Urban 36% (223) 24% (50) 4% (84) 5% (95) % (66) 68Community: Suburban 29% (275) 24% (225) 7% (56) 22% (2) 8% (72) 939Community: Rural 30% (95) 23% (48) 5% (96) 22% (45) 0% (65) 648Employ: Private Sector 36% (225) 28% (73) 4% (89) 5% (96) 7% (43) 626Employ: Government 38% (60) 23% (36) 2% (8) 20% (3) 7% () 56Employ: Self-Employed 34% (70) 3% (66) 5% (3) 5% (3) 5% () 209Employ: Homemaker 28% (43) 30% (46) 4% (2) 20% (30) 9% (3) 53Employ: Student 54% (60) 9% (2) 3% (5) 9% (0) 5% (6) 2Employ: Retired 6% (76) 7% (84) 9% (90) 38% (82) % (5) 483Employ: Unemployed 36% (82) 20% (46) 9% (42) 5% (34) % (25) 229Employ: Other 32% (77) 22% (52) 2% (29) 5% (36) 8% (44) 237Military HH: Yes 3% (24) 22% (89) 5% (62) 26% (07) 6% (24) 406Military HH: No 32% (569) 24% (434) 5% (273) 9% (343) 0% (79) 799RD/WT: Right Direction 28% (235) 24% (204) 5% (27) 23% (93) % (92) 85RD/WT: Wrong Track 34% (458) 24% (39) 5% (209) 9% (257) 8% () 354


214



Demographic


movie


movie



Adults 3% (693) 24% (523) 5% (335) 20% (450) 9% (203) 2205Trump Job Approve 27% (249) 24% (226) 5% (38) 23% (26) 0% (94) 924Trump Job Disapprove 36% (408) 24% (269) 6% (84) 8% (20) 6% (70) 40Trump Job Strongly Approve 25% (22) 2% (04) 6% (80) 27% (30) % (53) 490Trump Job Somewhat Approve 29% (27) 28% (22) 3% (58) 20% (86) 9% (4) 434Trump Job Somewhat Disapprove 38% (04) 26% (7) 5% (42) 6% (43) 5% (2) 272Trump Job Strongly Disapprove 35% (304) 23% (98) 6% (42) 9% (66) 7% (58) 868Favorable of Trump 27% (242) 24% (29) 6% (45) 24% (27) 0% (88) 9Unfavorable of Trump 35% (400) 24% (272) 5% (69) 9% (25) 7% (75) 30Very Favorable of Trump 26% (43) 2% (5) 7% (93) 26% (4) 0% (52) 543Somewhat Favorable of Trump 27% (99) 28% (05) 4% (52) 2% (77) 0% (36) 368Somewhat Unfavorable of Trump 38% (84) 24% (53) 2% (27) 20% (44) 6% (5) 223Very Unfavorable of Trump 35% (36) 24% (28) 6% (4) 9% (7) 7% (6) 907#1 Issue: Economy 35% (203) 29% (70) 5% (90) 5% (86) 6% (38) 588#1 Issue: Security 23% (99) 2% (89) 8% (76) 26% (3) 2% (53) 430#1 Issue: Health Care 38% (47) 22% (84) 4% (53) 9% (73) 7% (28) 385#1 Issue: Medicare / Social Security 20% (6) 23% (68) 5% (45) 30% (90) 2% (36) 299#1 Issue: Women’s Issues 35% (42) 23% (27) 2% (26) 3% (6) 8% (0) 22#1 Issue: Education 47% (7) 5% (22) 4% (2) 6% (24) 8% (3) 5#1 Issue: Energy 29% (29) 28% (28) 0% (0) 27% (27) 7% (7) 02#1 Issue: Other 3% (40) 27% (35) % (5) 6% (20) 5% (9) 292018 House Vote: Democrat 34% (258) 25% (92) 5% (5) 20% (50) 7% (55) 7702018 House Vote: Republican 24% (63) 23% (55) 7% (7) 25% (68) 0% (69) 6722018 House Vote: Someone else 3% (34) 2% (23) 9% (2) 8% (9) % (2) 02018 House Vote: Didnt Vote 37% (238) 23% (5) 3% (83) 7% (2) 0% (67) 6502016 Vote: Hillary Clinton 33% (220) 24% (59) 6% (05) 20% (34) 7% (45) 6632016 Vote: Donald Trump 22% (45) 23% (5) 7% (6) 28% (90) 0% (66) 6682016 Vote: Someone else 32% (62) 24% (48) 8% (36) 6% (3) 0% (20) 962016 Vote: Didnt Vote 39% (264) 25% (65) 2% (80) 4% (94) % (72) 675



215

Table AVE7_10


Demographic


movie


movie



Adults 3% (693) 24% (523) 5% (335) 20% (450) 9% (203) 2205Voted in 2014: Yes 28% (385) 24% (327) 6% (223) 23% (37) 8% (3) 364Voted in 2014: No 37% (308) 23% (97) 3% (2) 6% (34) % (90) 842012 Vote: Barack Obama 34% (278) 23% (90) 6% (27) 20% (63) 7% (59) 872012 Vote: Mitt Romney 8% (94) 24% (26) 8% (97) 30% (56) 0% (5) 5242012 Vote: Other 26% (27) 25% (26) 8% (8) 22% (23) 9% (0) 032012 Vote: Didn’t Vote 39% (294) 24% (8) 2% (93) 4% (08) % (82) 7584-Region: Northeast 29% (3) 20% (77) 7% (66) 25% (97) 0% (4) 3944-Region: Midwest 30% (39) 23% (06) 6% (72) 23% (05) 9% (42) 4634-Region: South 32% (263) 25% (205) 4% (8) 20% (67) 9% (73) 8264-Region: West 34% (78) 26% (35) 5% (80) 6% (8) 9% (47) 52Evangelical 29% (83) 25% (59) 6% (03) 20% (29) 0% (66) 640Non-Evangelical 33% (50) 23% (364) 5% (233) 2% (32) 9% (37) 565TV shows: Every day 36% (396) 25% (275) 4% (57) 8% (200) 6% (67) 095TV shows: Several times per week 3% (67) 22% (7) 20% (05) 2% () 7% (35) 536TV shows: About once per week 28% (37) 23% (30) 3% (8) 29% (39) 7% (9) 34TV shows: Several times per month 38% (42) 22% (24) 0% () 7% (9) 4% (6) 3TV shows: About once per month 0% (7) 9% (4) 6% () 24% (7) 3% (22) 7TV shows: Less often than once per month 20% (20) 3% (3) 6% (6) 22% (22) 0% (0) 00TV shows: Never 4% (22) 20% (32) % (7) 26% (4) 28% (44) 56Movies: Every day 5% (234) 23% (06) % (48) 0% (43) 5% (24) 455Movies: Several times per week 37% (206) 26% (43) 4% (79) 8% (98) 6% (32) 558Movies: About once per week 30% (0) 26% (96) 9% (68) 8% (64) 7% (24) 362Movies: Several times per month 26% (74) 29% (8) 6% (44) 8% (5) % (30) 28Movies: About once per month 20% (35) 20% (34) 2% (36) 28% (49) 0% (8) 72Movies: Less often than once per month 0% (2) 2% (44) 20% (42) 38% (80) 2% (25) 2Movies: Never 8% (3) 2% (9) 2% (9) 39% (64) 30% (50) 66


216



Demographic


movie


movie



Adults 3% (693) 24% (523) 5% (335) 20% (450) 9% (203) 2205Sports: Every day 52% (02) 8% (37) 9% (8) 7% (34) 4% (7) 98Sports: Several times per week 3% (03) 26% (87) 7% (56) 9% (6) 7% (22) 330Sports: About once per week 30% (8) 30% (8) 6% (43) 20% (53) 5% (4) 272Sports: Several times per month 32% (50) 22% (35) 7% (27) 6% (25) 3% (20) 58Sports: About once per month 3% (46) 26% (40) 7% (26) 9% (28) 8% () 5Sports: Less often than once per month 29% (0) 25% (93) 7% (64) 20% (77) 9% (35) 378Sports: Never 28% (200) 2% (5) 4% (0) 24% (72) 3% (94) 78Cable: I currently subscribe 32% (323) 24% (243) 6% (64) 2% (22) 7% (73) 05Cable: I subscribed in the past 30% (238) 26% (203) 6% (29) 8% (43) 0% (8) 793Cable: I have never subscribed 33% (32) 20% (78) % (43) 24% (96) 2% (49) 397Satellite television: I currently subscribe 34% (66) 2% (05) 2% (6) 2% (05) % (56) 492Satellite television: I subscribed in the past 3% (223) 27% (90) 7% (20) 7% (22) 8% (55) 70Satellite television: I have never subscribed 30% (304) 23% (228) 5% (55) 22% (224) 9% (92) 003Streaming service: I currently subscribe 37% (455) 25% (309) 5% (86) 4% (78) 8% (0) 229Streaming service: I subscribed in the past 33% (84) 27% (68) 5% (39) 7% (44) 8% (20) 255Streaming service: I have never subscribed 2% (54) 20% (46) 5% (0) 32% (229) % (82) 72Film: An avid fan 48% (367) 25% (9) 2% (96) 0% (76) 5% (42) 770Film: A casual fan 24% (284) 26% (296) 7% (20) 23% (27) 9% (09) 6Film: Not a fan 5% (42) 3% (36) 4% (39) 38% (03) 9% (53) 274Television: An avid fan 38% (394) 23% (24) 5% (53) 8% (87) 6% (63) 038Television: A casual fan 26% (26) 25% (256) 7% (67) 23% (227) 9% (95) 006Television: Not a fan 23% (37) 6% (26) 0% (6) 23% (37) 28% (45) 6Music: An avid fan 39% (460) 25% (299) 4% (70) 5% (83) 6% (7) 82Music: A casual fan 23% (24) 23% (22) 6% (48) 26% (237) % (0) 92Music: Not a fan 7% (9) 2% (3) 6% (8) 28% (3) 28% (3) Fashion: An avid fan 47% (56) 26% (85) 0% (35) 2% (40) 5% (8) 334Fashion: A casual fan 29% (260) 26% (235) 8% (62) 9% (73) 7% (66) 896Fashion: Not a fan 28% (277) 2% (203) 4% (38) 24% (237) 2% (20) 975



217

Table AVE7_10


Demographic


movie


movie



Adults 3% (693) 24% (523) 5% (335) 20% (450) 9% (203) 2205Sporting events: Every day 52% (02) 8% (37) 9% (8) 7% (34) 4% (7) 98Sporting events: Several times per week 3% (03) 26% (87) 7% (56) 9% (6) 7% (22) 330Sporting events: About once per week 30% (8) 30% (8) 6% (43) 20% (53) 5% (4) 272Sporting events: Several times per month 32% (50) 22% (35) 7% (27) 6% (25) 3% (20) 58Sporting events: About once per month 3% (46) 26% (40) 7% (26) 9% (28) 8% () 5Sporting events: Less often than once per month 29% (0) 25% (93) 7% (64) 20% (77) 9% (35) 378Sporting events: Never 28% (200) 2% (5) 4% (0) 24% (72) 3% (94) 78Cable television: I currently subscribe 32% (323) 24% (243) 6% (64) 2% (22) 7% (73) 05Cable television: I subscribed in the past 30% (238) 26% (203) 6% (29) 8% (43) 0% (8) 793Cable television: I have never subscribed 33% (32) 20% (78) % (43) 24% (96) 2% (49) 397Satellite television: I currently subscribe 34% (66) 2% (05) 2% (6) 2% (05) % (56) 492Satellite television: I subscribed in the past 3% (223) 27% (90) 7% (20) 7% (22) 8% (55) 70Satellite television: I have never subscribed 30% (304) 23% (228) 5% (55) 22% (224) 9% (92) 003Streaming service: I currently subscribe 37% (455) 25% (309) 5% (86) 4% (78) 8% (0) 229Streaming service: I subscribed in the past 33% (84) 27% (68) 5% (39) 7% (44) 8% (20) 255Streaming service: I have never subscribed 2% (54) 20% (46) 5% (0) 32% (229) % (82) 72Film: An avid fan 48% (367) 25% (9) 2% (96) 0% (76) 5% (42) 770Film: A casual fan 24% (284) 26% (296) 7% (20) 23% (27) 9% (09) 6Film: Not a fan 5% (42) 3% (36) 4% (39) 38% (03) 9% (53) 274Television: An avid fan 38% (394) 23% (24) 5% (53) 8% (87) 6% (63) 038Television: A casual fan 26% (26) 25% (256) 7% (67) 23% (227) 9% (95) 006Television: Not a fan 23% (37) 6% (26) 0% (6) 23% (37) 28% (45) 6Music: An avid fan 39% (460) 25% (299) 4% (70) 5% (83) 6% (7) 82Music: A casual fan 23% (24) 23% (22) 6% (48) 26% (237) % (0) 92Music: Not a fan 7% (9) 2% (3) 6% (8) 28% (3) 28% (3) Fashion: An avid fan 47% (56) 26% (85) 0% (35) 2% (40) 5% (8) 334Fashion: A casual fan 29% (260) 26% (235) 8% (62) 9% (73) 7% (66) 896Fashion: Not a fan 28% (277) 2% (203) 4% (38) 24% (237) 2% (20) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


218


Table AVE7_11: Would you see a movie with the following Marvel superheroes as the leading title character?Ronan the Accuser

Demographic


movie


movie



Adults 6% (349) 9% (423) 27% (606) 26% (566) 2% (26) 2205Gender: Male 22% (233) 22% (235) 24% (259) 2% (226) 0% () 064Gender: Female 0% (6) 6% (87) 30% (347) 30% (340) 3% (5) 4Age: 18-29 29% (34) 8% (84) 28% (3) 5% (7) % (5) 47Age: 30-44 23% (23) 25% (36) 25% (37) 6% (86) % (62) 544Age: 45-54 % (4) 26% (03) 30% (9) 2% (8) 2% (48) 392Age: 55-64 8% (29) 5% (55) 30% (07) 36% (30) % (40) 360Age: 65+ 5% (2) 0% (45) 26% (3) 45% (98) 4% (59) 437Generation Z: 18-21 29% (48) 8% (29) 29% (47) 4% (24) 0% (7) 65Millennial: Age 22-37 27% (72) 2% (35) 25% (60) 4% (9) 2% (76) 635Generation X: Age 38-53 4% (77) 26% (47) 29% (65) 20% (4) % (65) 568Boomers: Age 54-72 6% (45) 5% (02) 29% (205) 37% (265) 3% (89) 706PID: Dem (no lean) 5% (05) 2% (5) 30% (27) 24% (77) 0% (73) 722PID: Ind (no lean) 8% (4) 20% (57) 27% (22) 23% (8) 4% (09) 800PID: Rep (no lean) 5% (02) 7% (5) 26% (77) 3% (209) 2% (79) 682PID/Gender: DemMen 2% (69) 24% (78) 26% (85) 20% (65) 8% (27) 324PID/Gender: DemWomen 9% (36) 8% (73) 33% (32) 28% () 2% (47) 398PID/Gender: Ind Men 23% (85) 23% (83) 20% (74) 20% (72) 4% (52) 366PID/Gender: Ind Women 3% (57) 7% (74) 32% (38) 25% (09) 3% (57) 434PID/Gender: Rep Men 2% (79) 20% (75) 27% (00) 24% (89) 8% (3) 374PID/Gender: Rep Women 8% (24) 3% (40) 25% (77) 39% (20) 5% (47) 308Ideo: Liberal (1-3) 2% (50) 20% (46) 26% (87) 22% (56) 0% (72) 70Ideo: Moderate (4) 4% (65) 2% (97) 3% (4) 25% (6) 9% (4) 459Ideo: Conservative (5-7) % (78) 6% (8) 28% (203) 32% (23) 2% (88) 78Educ: < College 7% (258) 9% (295) 27% (42) 23% (344) 4% (207) 56Educ: Bachelors degree 4% (6) 8% (80) 29% (29) 3% (37) 9% (38) 445Educ: Post-grad 2% (3) 20% (48) 26% (65) 35% (85) 6% (6) 245



219

Table AVE7_11


Demographic


movie


movie



Adults 6% (349) 9% (423) 27% (606) 26% (566) 2% (26) 2205Income: Under 50k 8% (250) 9% (264) 27% (375) 22% (304) 3% (78) 37Income: 50k-100k 2% (69) 8% (99) 30% (68) 29% (64) % (63) 565Income: 100k+ % (29) 22% (59) 23% (63) 36% (98) 7% (20) 269Ethnicity: White 2% (20) 9% (323) 28% (489) 29% (493) 2% (2) 726Ethnicity: Hispanic 26% (90) 28% (99) 23% (80) 4% (48) 9% (33) 350Ethnicity: Afr. Am. 30% (82) 20% (55) 27% (73) 4% (38) 0% (26) 275Ethnicity: Other 28% (57) 22% (44) 22% (44) 7% (35) 2% (24) 204Relig: Protestant 0% (48) 9% (88) 28% (33) 33% (53) 0% (49) 47Relig: Roman Catholic 2% (44) 20% (78) 25% (96) 33% (25) 0% (37) 380Relig: Ath./Agn./None 2% (4) 8% (22) 27% (82) 2% (38) 2% (82) 664Relig: Something Else 20% (77) 20% (78) 24% (90) 25% (94) % (42) 382Relig: Jewish 2% (6) 4% (7) 9% (0) 46% (25) 9% (5) 53Relig: All Christian % (3) 9% (223) 29% (334) 29% (334) 2% (36) 59Relig: All Non-Christian 2% (27) 9% (99) 26% (272) 22% (232) 2% (25) 046Community: Urban 9% (9) 22% (39) 25% (53) 20% (26) 3% (83) 68Community: Suburban 3% (24) 8% (67) 30% (28) 29% (27) 0% (96) 939Community: Rural 6% (06) 8% (7) 27% (73) 26% (69) 3% (82) 648Employ: Private Sector 20% (23) 24% (48) 26% (65) 22% (35) 9% (56) 626Employ: Government 7% (27) 2% (33) 32% (49) 9% (30) % (7) 56Employ: Self-Employed 8% (38) 25% (53) 27% (56) 23% (48) 6% (3) 209Employ: Homemaker 2% (9) 23% (35) 25% (38) 26% (40) 4% (2) 53Employ: Student 26% (29) 9% (2) 28% (32) 2% (24) 5% (6) 2Employ: Retired 7% (33) % (53) 29% (40) 40% (95) 3% (62) 483Employ: Unemployed 6% (37) 20% (45) 29% (66) 2% (47) 5% (34) 229Employ: Other 8% (43) 4% (34) 25% (60) 20% (48) 22% (52) 237Military HH: Yes 6% (67) 20% (82) 26% (06) 28% (6) 9% (35) 406Military HH: No 6% (282) 9% (34) 28% (499) 25% (450) 3% (226) 799RD/WT: Right Direction 9% (60) 6% (36) 25% (26) 27% (23) 3% (08) 85RD/WT: Wrong Track 4% (89) 2% (287) 29% (390) 25% (335) % (53) 354


220



Demographic


movie


movie



Adults 6% (349) 9% (423) 27% (606) 26% (566) 2% (26) 2205Trump Job Approve 6% (5) 6% (5) 27% (246) 28% (26) 2% (5) 924Trump Job Disapprove 6% (78) 22% (252) 29% (332) 24% (274) 9% (04) 40Trump Job Strongly Approve 5% (75) 7% (82) 28% (35) 29% (4) 2% (57) 490Trump Job Somewhat Approve 8% (77) 6% (69) 25% (0) 28% (20) 3% (57) 434Trump Job Somewhat Disapprove 6% (44) 25% (69) 29% (78) 20% (55) 0% (26) 272Trump Job Strongly Disapprove 6% (35) 2% (84) 29% (253) 25% (29) 9% (77) 868Favorable of Trump 6% (42) 7% (55) 26% (240) 29% (263) 2% () 9Unfavorable of Trump 6% (80) 2% (242) 29% (333) 24% (272) 9% (04) 30Very Favorable of Trump 6% (86) 7% (94) 27% (45) 29% (60) % (58) 543Somewhat Favorable of Trump 5% (56) 7% (6) 26% (95) 28% (03) 4% (53) 368Somewhat Unfavorable of Trump 4% (3) 24% (54) 30% (67) 2% (47) 0% (23) 223Very Unfavorable of Trump 6% (48) 2% (87) 29% (266) 25% (225) 9% (8) 907#1 Issue: Economy 20% (9) 2% (26) 26% (53) 20% (9) 2% (7) 588#1 Issue: Security % (49) 9% (8) 27% (4) 32% (36) 2% (5) 430#1 Issue: Health Care 7% (66) 2% (80) 29% (3) 23% (89) 0% (37) 385#1 Issue: Medicare / Social Security 9% (25) 3% (40) 27% (82) 36% (08) 5% (43) 299#1 Issue: Women’s Issues 7% (2) 3% (6) 4% (50) 22% (26) 8% (9) 22#1 Issue: Education 5% (23) 25% (38) 24% (36) 24% (37) 2% (8) 5#1 Issue: Energy 23% (23) 2% (2) 23% (24) 24% (25) 9% (9) 02#1 Issue: Other 8% (23) 7% (2) 27% (35) 2% (27) 8% (23) 292018 House Vote: Democrat 6% (24) 20% (55) 29% (224) 25% (93) 0% (74) 7702018 House Vote: Republican 4% (95) 6% (05) 27% (8) 32% (22) 2% (79) 6722018 House Vote: Someone else 2% (3) 23% (25) 23% (26) 24% (27) 8% (20) 02018 House Vote: Didnt Vote 8% (7) 2% (38) 27% (74) 20% (33) 4% (88) 6502016 Vote: Hillary Clinton 5% (99) 9% (26) 30% (20) 27% (80) 8% (56) 6632016 Vote: Donald Trump 3% (85) 6% (06) 27% (78) 33% (22) 2% (78) 6682016 Vote: Someone else 5% (29) 26% (5) 20% (39) 25% (48) 5% (29) 962016 Vote: Didnt Vote 20% (34) 2% (39) 28% (88) 7% (7) 4% (98) 675



221

Table AVE7_11


Demographic


movie


movie



Adults 6% (349) 9% (423) 27% (606) 26% (566) 2% (26) 2205Voted in 2014: Yes 4% (88) 9% (259) 28% (385) 28% (383) % (49) 364Voted in 2014: No 9% (60) 20% (64) 26% (22) 22% (83) 3% (2) 842012 Vote: Barack Obama 6% (34) 20% (66) 29% (233) 24% (200) 0% (84) 872012 Vote: Mitt Romney 0% (53) 5% (8) 27% (42) 35% (85) 2% (64) 5242012 Vote: Other 2% (2) 7% (8) 28% (28) 28% (29) 6% (7) 032012 Vote: Didn’t Vote 20% (50) 2% (59) 27% (20) 20% (53) 3% (96) 7584-Region: Northeast 5% (57) 6% (65) 28% () 30% (8) % (44) 3944-Region: Midwest 4% (65) 8% (85) 28% (28) 29% (34) % (50) 4634-Region: South 6% (35) 9% (57) 27% (222) 24% (202) 3% (0) 8264-Region: West 7% (9) 22% (6) 28% (45) 2% (2) % (57) 52Evangelical 2% (75) 9% (9) 3% (96) 26% (64) 3% (86) 640Non-Evangelical 8% (274) 9% (303) 26% (40) 26% (403) % (75) 565TV shows: Every day 7% (88) 20% (224) 28% (30) 25% (27) 9% (03) 095TV shows: Several times per week 7% (90) 9% (04) 29% (56) 26% (37) 9% (49) 536TV shows: About once per week 2% (7) 2% (28) 30% (40) 28% (37) 0% (3) 34TV shows: Several times per month 7% (9) 7% (9) 26% (29) 26% (29) 5% (7) 3TV shows: About once per month 8% (6) 7% (2) 2% (5) 28% (20) 27% (9) 7TV shows: Less often than once per month % () 2% (2) 24% (24) 27% (27) 7% (7) 00TV shows: Never 2% (9) 0% (5) 2% (32) 29% (46) 28% (44) 56Movies: Every day 3% (42) 22% (02) 22% (0) 6% (72) 9% (39) 455Movies: Several times per week 6% (90) 24% (32) 30% (69) 2% (6) 9% (5) 558Movies: About once per week % (39) 2% (77) 3% (3) 25% (90) 2% (43) 362Movies: Several times per month 3% (38) 7% (49) 3% (86) 28% (79) 0% (28) 28Movies: About once per month % (9) 5% (25) 32% (56) 32% (56) 0% (7) 72Movies: Less often than once per month 5% () 4% (30) 26% (54) 4% (87) 4% (29) 2Movies: Never 6% (0) 6% (9) 6% (26) 40% (66) 32% (54) 66


222



Demographic


movie


movie



Adults 6% (349) 9% (423) 27% (606) 26% (566) 2% (26) 2205Sports: Every day 37% (73) 7% (33) 22% (44) 9% (37) 6% (2) 98Sports: Several times per week 2% (69) 24% (80) 2% (69) 24% (78) 0% (34) 330Sports: About once per week % (29) 20% (55) 35% (95) 26% (7) 8% (22) 272Sports: Several times per month 20% (32) 4% (22) 27% (43) 25% (40) 4% (22) 58Sports: About once per month 7% () 8% (27) 40% (60) 24% (37) % (6) 5Sports: Less often than once per month 2% (44) 23% (87) 29% (09) 25% (93) 2% (45) 378Sports: Never 3% (9) 7% (9) 26% (87) 29% (22) 5% (0) 78Cable: I currently subscribe 6% (65) 9% (90) 28% (289) 25% (257) % (4) 05Cable: I subscribed in the past 2% (98) 22% (7) 29% (23) 24% (93) 3% (0) 793Cable: I have never subscribed 22% (86) 6% (62) 22% (87) 29% (6) 2% (47) 397Satellite television: I currently subscribe 8% (89) 8% (9) 24% (6) 28% (36) 2% (6) 492Satellite television: I subscribed in the past 5% (05) 20% (45) 30% (20) 22% (56) 3% (94) 70Satellite television: I have never subscribed 5% (54) 9% (87) 28% (280) 27% (275) % (07) 003Streaming service: I currently subscribe 6% (99) 22% (264) 30% (366) 2% (255) 2% (44) 229Streaming service: I subscribed in the past 2% (52) 2% (53) 23% (59) 9% (48) 6% (42) 255Streaming service: I have never subscribed 4% (98) 5% (06) 25% (80) 36% (262) 0% (75) 72Film: An avid fan 25% (90) 26% (200) 25% (95) 6% (20) 8% (65) 770Film: A casual fan % (29) 7% (20) 3% (357) 29% (336) 2% (38) 6Film: Not a fan % (30) 8% (22) 9% (53) 40% (0) 2% (58) 274Television: An avid fan 20% (203) 22% (226) 26% (266) 23% (242) 0% (02) 038Television: A casual fan 2% (22) 7% (72) 3% (36) 28% (280) % (6) 006Television: Not a fan 5% (24) 6% (25) 5% (24) 28% (45) 27% (43) 6Music: An avid fan 20% (239) 2% (246) 28% (33) 22% (259) 9% (07) 82Music: A casual fan % (0) 7% (59) 28% (254) 30% (273) 4% (25) 92Music: Not a fan 8% (9) 6% (8) 8% (20) 3% (35) 26% (29) Fashion: An avid fan 28% (93) 8% (60) 27% (89) 9% (65) 8% (27) 334Fashion: A casual fan 5% (35) 20% (83) 29% (258) 24% (25) 2% (05) 896Fashion: Not a fan 2% (2) 8% (80) 26% (258) 29% (286) 3% (29) 975



223

Table AVE7_11


Demographic


movie


movie



Adults 6% (349) 9% (423) 27% (606) 26% (566) 2% (26) 2205Sporting events: Every day 37% (73) 7% (33) 22% (44) 9% (37) 6% (2) 98Sporting events: Several times per week 2% (69) 24% (80) 2% (69) 24% (78) 0% (34) 330Sporting events: About once per week % (29) 20% (55) 35% (95) 26% (7) 8% (22) 272Sporting events: Several times per month 20% (32) 4% (22) 27% (43) 25% (40) 4% (22) 58Sporting events: About once per month 7% () 8% (27) 40% (60) 24% (37) % (6) 5Sporting events: Less often than once per month 2% (44) 23% (87) 29% (09) 25% (93) 2% (45) 378Sporting events: Never 3% (9) 7% (9) 26% (87) 29% (22) 5% (0) 78Cable television: I currently subscribe 6% (65) 9% (90) 28% (289) 25% (257) % (4) 05Cable television: I subscribed in the past 2% (98) 22% (7) 29% (23) 24% (93) 3% (0) 793Cable television: I have never subscribed 22% (86) 6% (62) 22% (87) 29% (6) 2% (47) 397Satellite television: I currently subscribe 8% (89) 8% (9) 24% (6) 28% (36) 2% (6) 492Satellite television: I subscribed in the past 5% (05) 20% (45) 30% (20) 22% (56) 3% (94) 70Satellite television: I have never subscribed 5% (54) 9% (87) 28% (280) 27% (275) % (07) 003Streaming service: I currently subscribe 6% (99) 22% (264) 30% (366) 2% (255) 2% (44) 229Streaming service: I subscribed in the past 2% (52) 2% (53) 23% (59) 9% (48) 6% (42) 255Streaming service: I have never subscribed 4% (98) 5% (06) 25% (80) 36% (262) 0% (75) 72Film: An avid fan 25% (90) 26% (200) 25% (95) 6% (20) 8% (65) 770Film: A casual fan % (29) 7% (20) 3% (357) 29% (336) 2% (38) 6Film: Not a fan % (30) 8% (22) 9% (53) 40% (0) 2% (58) 274Television: An avid fan 20% (203) 22% (226) 26% (266) 23% (242) 0% (02) 038Television: A casual fan 2% (22) 7% (72) 3% (36) 28% (280) % (6) 006Television: Not a fan 5% (24) 6% (25) 5% (24) 28% (45) 27% (43) 6Music: An avid fan 20% (239) 2% (246) 28% (33) 22% (259) 9% (07) 82Music: A casual fan % (0) 7% (59) 28% (254) 30% (273) 4% (25) 92Music: Not a fan 8% (9) 6% (8) 8% (20) 3% (35) 26% (29) Fashion: An avid fan 28% (93) 8% (60) 27% (89) 9% (65) 8% (27) 334Fashion: A casual fan 5% (35) 20% (83) 29% (258) 24% (25) 2% (05) 896Fashion: Not a fan 2% (2) 8% (80) 26% (258) 29% (286) 3% (29) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


224


Table AVE7_12: Would you see a movie with the following Marvel superheroes as the leading title character?Thanos

Demographic


movie


movie



Adults 28% (624) 20% (433) 20% (442) 22% (487) 0% (29) 2205Gender: Male 38% (40) 20% (209) 8% (88) 7% (77) 8% (89) 064Gender: Female 20% (223) 20% (224) 22% (255) 27% (30) % (29) 4Age: 18-29 52% (244) 7% (8) 4% (65) 0% (46) 8% (36) 47Age: 30-44 40% (26) 22% (8) 7% (90) 3% (7) 9% (49) 544Age: 45-54 23% (90) 26% (03) 22% (86) 6% (62) 3% (52) 392Age: 55-64 3% (48) 8% (66) 27% (97) 32% (6) 9% (32) 360Age: 65+ 6% (26) 5% (65) 24% (04) 44% (92) 2% (5) 437Generation Z: 18-21 56% (93) 8% (30) % (9) 8% (3) 6% (0) 65Millennial: Age 22-37 46% (293) 8% (3) 6% (99) 2% (73) 9% (56) 635Generation X: Age 38-53 28% (59) 26% (47) 20% (2) 5% (85) 2% (66) 568Boomers: Age 54-72 0% (74) 8% (29) 26% (82) 35% (246) % (75) 706PID: Dem (no lean) 30% (25) 20% (4) 2% (50) 23% (64) 7% (52) 722PID: Ind (no lean) 29% (230) 2% (70) 9% (5) 9% (49) 2% (99) 800PID: Rep (no lean) 26% (79) 8% (22) 2% (4) 25% (74) 0% (67) 682PID/Gender: DemMen 4% (32) 9% (63) 5% (50) 20% (63) 5% (7) 324PID/Gender: DemWomen 2% (83) 20% (79) 25% (0) 25% (0) 9% (35) 398PID/Gender: Ind Men 37% (35) 22% (79) 8% (65) 3% (47) % (4) 366PID/Gender: Ind Women 22% (95) 2% (9) 20% (87) 24% (03) 4% (59) 434PID/Gender: Rep Men 36% (34) 8% (67) 20% (73) 8% (67) 9% (32) 374PID/Gender: Rep Women 4% (45) 8% (55) 22% (67) 35% (06) % (35) 308Ideo: Liberal (1-3) 35% (249) 20% (39) 2% (47) 8% (25) 7% (49) 70Ideo: Moderate (4) 27% (22) 20% (94) 20% (9) 25% (3) 8% (39) 459Ideo: Conservative (5-7) 2% (49) 20% (45) 23% (62) 26% (90) 0% (73) 78Educ: < College 30% (456) 2% (36) 8% (267) 20% (300) 2% (76) 56Educ: Bachelors degree 25% (2) 6% (7) 27% (20) 26% (5) 6% (26) 445Educ: Post-grad 23% (56) 9% (46) 23% (55) 29% (72) 6% (6) 245



225

Table AVE7_12


Demographic


movie


movie



Adults 28% (624) 20% (433) 20% (442) 22% (487) 0% (29) 2205Income: Under 50k 30% (405) 20% (275) 9% (265) 20% (269) % (57) 37Income: 50k-100k 26% (49) 20% (2) 2% (20) 25% (40) 8% (43) 565Income: 100k+ 26% (70) 7% (46) 2% (57) 29% (78) 7% (9) 269Ethnicity: White 23% (394) 9% (326) 23% (39) 25% (429) % (86) 726Ethnicity: Hispanic 52% (83) 7% (58) 5% (52) 8% (30) 8% (27) 350Ethnicity: Afr. Am. 49% (33) 22% (62) 2% (32) 3% (35) 5% (3) 275Ethnicity: Other 47% (96) 22% (46) 0% (20) % (23) 0% (20) 204Relig: Protestant 5% (72) 2% (99) 26% (20) 29% (37) 9% (42) 47Relig: Roman Catholic 28% (05) 5% (58) 22% (83) 28% (05) 7% (28) 380Relig: Ath./Agn./None 35% (234) 20% (33) 8% (9) 7% (2) 0% (67) 664Relig: Something Else 35% (32) 2% (78) 5% (55) 2% (79) 0% (37) 382Relig: Jewish 9% (0) 22% (2) 4% (7) 35% (9) % (6) 53Relig: All Christian 22% (258) 9% (222) 23% (268) 26% (297) 0% (5) 59Relig: All Non-Christian 35% (366) 20% (2) 7% (74) 8% (9) 0% (03) 046Community: Urban 34% (22) 22% (37) 5% (96) 6% (97) 2% (76) 68Community: Suburban 27% (252) 9% (75) 22% (203) 25% (23) 8% (78) 939Community: Rural 25% (59) 9% (2) 22% (43) 25% (60) 0% (64) 648Employ: Private Sector 35% (22) 2% (33) 20% (26) 6% (98) 8% (48) 626Employ: Government 39% (60) 5% (23) 23% (36) 8% (28) 6% (9) 56Employ: Self-Employed 35% (73) 26% (53) 9% (40) 8% (37) 3% (6) 209Employ: Homemaker 25% (38) 9% (30) 20% (3) 2% (32) 5% (22) 53Employ: Student 56% (62) 2% (3) 4% (5) 5% (7) 4% (4) 2Employ: Retired 9% (43) 6% (78) 26% (23) 39% (88) 0% (5) 483Employ: Unemployed 29% (67) 20% (45) 7% (39) 9% (44) 5% (34) 229Employ: Other 25% (59) 24% (58) 4% (32) 8% (43) 9% (45) 237Military HH: Yes 28% (6) 8% (74) 20% (80) 26% (05) 8% (32) 406Military HH: No 28% (508) 20% (359) 20% (363) 2% (382) 0% (87) 799RD/WT: Right Direction 27% (230) 8% (55) 20% (74) 24% (204) 0% (89) 85RD/WT: Wrong Track 29% (393) 2% (278) 20% (269) 2% (284) 0% (30) 354


226



Demographic


movie


movie



Adults 28% (624) 20% (433) 20% (442) 22% (487) 0% (29) 2205Trump Job Approve 26% (237) 20% (84) 9% (79) 24% (223) % (0) 924Trump Job Disapprove 32% (359) 20% (224) 2% (244) 20% (233) 7% (80) 40Trump Job Strongly Approve 23% () 2% (0) 20% (00) 27% (32) 0% (47) 490Trump Job Somewhat Approve 29% (26) 9% (83) 8% (79) 2% (92) 3% (54) 434Trump Job Somewhat Disapprove 34% (93) 8% (50) 24% (65) 5% (4) 9% (24) 272Trump Job Strongly Disapprove 3% (266) 20% (75) 2% (79) 22% (92) 6% (56) 868Favorable of Trump 25% (226) 20% (83) 20% (85) 25% (224) 0% (94) 9Unfavorable of Trump 32% (358) 9% (29) 2% (237) 2% (232) 7% (84) 30Very Favorable of Trump 25% (35) 2% (2) 2% (3) 25% (38) 8% (46) 543Somewhat Favorable of Trump 25% (9) 9% (72) 20% (72) 23% (86) 3% (48) 368Somewhat Unfavorable of Trump 32% (7) 8% (40) 23% (50) 2% (47) 6% (4) 223Very Unfavorable of Trump 32% (287) 20% (79) 2% (87) 20% (85) 8% (69) 907#1 Issue: Economy 36% (22) 22% (29) 8% (04) 6% (95) 8% (48) 588#1 Issue: Security 23% (97) 6% (69) 24% (04) 26% (2) % (47) 430#1 Issue: Health Care 33% (27) 2% (80) 9% (72) 8% (70) 9% (36) 385#1 Issue: Medicare / Social Security 3% (40) 7% (5) 2% (63) 36% (07) 3% (38) 299#1 Issue: Women’s Issues 26% (32) 9% (23) 30% (36) 8% (22) 8% (9) 22#1 Issue: Education 35% (53) 2% (32) 4% (22) 20% (30) 0% (4) 5#1 Issue: Energy 3% (3) 26% (27) 5% (5) 24% (24) 4% (4) 02#1 Issue: Other 24% (3) 8% (23) 20% (25) 22% (28) 6% (2) 292018 House Vote: Democrat 29% (22) 9% (48) 23% (74) 22% (7) 7% (56) 7702018 House Vote: Republican 23% (56) 9% (27) 22% (46) 25% (70) % (72) 6722018 House Vote: Someone else 27% (30) 8% (20) 2% (23) 2% (23) 3% (4) 02018 House Vote: Didnt Vote 33% (27) 2% (38) 5% (97) 9% (22) 2% (76) 6502016 Vote: Hillary Clinton 27% (79) 9% (26) 23% (50) 24% (57) 8% (5) 6632016 Vote: Donald Trump 20% (35) 20% (36) 22% (47) 28% (86) 0% (64) 6682016 Vote: Someone else 3% (60) 8% (35) 24% (48) 6% (3) % (22) 962016 Vote: Didnt Vote 37% (247) 20% (36) 4% (97) 7% (3) 2% (8) 675



227

Table AVE7_12


Demographic


movie


movie



Adults 28% (624) 20% (433) 20% (442) 22% (487) 0% (29) 2205Voted in 2014: Yes 24% (327) 20% (275) 23% (3) 25% (340) 8% () 364Voted in 2014: No 35% (297) 9% (58) 6% (3) 8% (48) 3% (08) 842012 Vote: Barack Obama 28% (233) 20% (59) 22% (8) 22% (82) 8% (62) 872012 Vote: Mitt Romney 8% (93) 20% (02) 23% (20) 30% (57) 0% (52) 5242012 Vote: Other 8% (9) 22% (23) 23% (24) 23% (24) 3% (3) 032012 Vote: Didn’t Vote 37% (279) 20% (48) 5% (6) 6% (24) 2% (90) 7584-Region: Northeast 26% (02) 6% (63) 2% (84) 27% (08) 9% (37) 3944-Region: Midwest 26% (9) 20% (9) 9% (88) 26% (2) 0% (44) 4634-Region: South 28% (234) 2% (77) 9% (58) 2% (74) 0% (83) 8264-Region: West 32% (69) 20% (02) 2% (2) 6% (84) 0% (54) 52Evangelical 2% (37) 2% (34) 23% (46) 23% (47) 2% (76) 640Non-Evangelical 3% (487) 9% (299) 9% (296) 22% (34) 9% (43) 565TV shows: Every day 32% (350) 20% (29) 2% (225) 20% (29) 8% (82) 095TV shows: Several times per week 29% (55) 2% () 2% (5) 22% (6) 7% (38) 536TV shows: About once per week 22% (29) 22% (29) 9% (25) 26% (35) % (5) 34TV shows: Several times per month 3% (35) 22% (25) 5% (7) 22% (25) 9% (0) 3TV shows: About once per month 6% () 0% (7) 2% (5) 27% (9) 26% (8) 7TV shows: Less often than once per month 2% (2) 2% (2) 8% (8) 29% (29) % () 00TV shows: Never 4% (22) 3% (20) 7% (27) 28% (43) 28% (44) 56Movies: Every day 50% (228) 9% (86) 5% (67) % (50) 5% (24) 455Movies: Several times per week 32% (79) 24% (34) 9% (07) 8% (99) 7% (39) 558Movies: About once per week 27% (99) 22% (8) 22% (80) 20% (72) 8% (30) 362Movies: Several times per month 20% (57) 20% (57) 26% (74) 23% (65) 0% (27) 28Movies: About once per month 3% (22) 2% (36) 24% (4) 32% (55) % (8) 72Movies: Less often than once per month 0% (2) 2% (26) 24% (50) 40% (84) 4% (29) 2Movies: Never 0% (7) 7% () 4% (23) 37% (62) 32% (52) 66


228



Demographic


movie


movie



Adults 28% (624) 20% (433) 20% (442) 22% (487) 0% (29) 2205Sports: Every day 53% (06) 3% (25) 7% (34) 4% (28) 3% (5) 98Sports: Several times per week 35% (6) 2% (69) 7% (58) 9% (62) 8% (25) 330Sports: About once per week 25% (68) 2% (57) 22% (6) 23% (62) 9% (24) 272Sports: Several times per month 32% (5) 4% (22) 28% (44) 6% (26) 9% (5) 58Sports: About once per month 25% (38) 8% (27) 26% (39) 22% (33) 9% (3) 5Sports: Less often than once per month 24% (9) 23% (86) 2% (80) 23% (88) 8% (32) 378Sports: Never 2% (54) 20% (45) 8% (26) 26% (89) 4% (04) 78Cable: I currently subscribe 30% (308) 9% (95) 2% (20) 22% (222) 8% (80) 05Cable: I subscribed in the past 24% (93) 23% (79) 2% (66) 2% (65) % (90) 793Cable: I have never subscribed 3% (23) 5% (59) 7% (67) 25% (00) 2% (49) 397Satellite television: I currently subscribe 3% (52) 8% (9) 7% (84) 23% (5) 0% (5) 492Satellite television: I subscribed in the past 29% (204) 2% (5) 22% (58) 8% (28) 0% (69) 70Satellite television: I have never subscribed 27% (267) 9% (92) 20% (20) 24% (244) 0% (99) 003Streaming service: I currently subscribe 33% (405) 22% (270) 20% (25) 6% (98) 9% (05) 229Streaming service: I subscribed in the past 34% (87) 22% (55) 7% (44) 7% (44) 0% (25) 255Streaming service: I have never subscribed 8% (32) 5% (08) 20% (47) 34% (245) 2% (89) 72Film: An avid fan 44% (34) 23% (79) 5% (7) 2% (89) 6% (44) 770Film: A casual fan 2% (24) 9% (226) 24% (278) 25% (292) % (24) 6Film: Not a fan 5% (4) 0% (28) 7% (47) 39% (07) 9% (5) 274Television: An avid fan 33% (339) 2% (24) 20% (204) 20% (203) 8% (79) 038Television: A casual fan 24% (246) 9% (93) 22% (26) 24% (243) % (08) 006Television: Not a fan 25% (39) 6% (26) 4% (22) 26% (4) 20% (32) 6Music: An avid fan 36% (420) 20% (232) 9% (230) 8% (28) 7% (82) 82Music: A casual fan 20% (85) 2% (9) 2% (94) 26% (233) 2% (08) 92Music: Not a fan 6% (8) 9% (0) 6% (8) 33% (36) 26% (28) Fashion: An avid fan 43% (42) 7% (58) 7% (56) 7% (58) 6% (9) 334Fashion: A casual fan 27% (24) 2% (84) 23% (202) 2% (85) 9% (85) 896Fashion: Not a fan 25% (24) 20% (9) 9% (84) 25% (244) 2% (4) 975



229

Table AVE7_12


Demographic


movie


movie



Adults 28% (624) 20% (433) 20% (442) 22% (487) 0% (29) 2205Sporting events: Every day 53% (06) 3% (25) 7% (34) 4% (28) 3% (5) 98Sporting events: Several times per week 35% (6) 2% (69) 7% (58) 9% (62) 8% (25) 330Sporting events: About once per week 25% (68) 2% (57) 22% (6) 23% (62) 9% (24) 272Sporting events: Several times per month 32% (5) 4% (22) 28% (44) 6% (26) 9% (5) 58Sporting events: About once per month 25% (38) 8% (27) 26% (39) 22% (33) 9% (3) 5Sporting events: Less often than once per month 24% (9) 23% (86) 2% (80) 23% (88) 8% (32) 378Sporting events: Never 2% (54) 20% (45) 8% (26) 26% (89) 4% (04) 78Cable television: I currently subscribe 30% (308) 9% (95) 2% (20) 22% (222) 8% (80) 05Cable television: I subscribed in the past 24% (93) 23% (79) 2% (66) 2% (65) % (90) 793Cable television: I have never subscribed 3% (23) 5% (59) 7% (67) 25% (00) 2% (49) 397Satellite television: I currently subscribe 3% (52) 8% (9) 7% (84) 23% (5) 0% (5) 492Satellite television: I subscribed in the past 29% (204) 2% (5) 22% (58) 8% (28) 0% (69) 70Satellite television: I have never subscribed 27% (267) 9% (92) 20% (20) 24% (244) 0% (99) 003Streaming service: I currently subscribe 33% (405) 22% (270) 20% (25) 6% (98) 9% (05) 229Streaming service: I subscribed in the past 34% (87) 22% (55) 7% (44) 7% (44) 0% (25) 255Streaming service: I have never subscribed 8% (32) 5% (08) 20% (47) 34% (245) 2% (89) 72Film: An avid fan 44% (34) 23% (79) 5% (7) 2% (89) 6% (44) 770Film: A casual fan 2% (24) 9% (226) 24% (278) 25% (292) % (24) 6Film: Not a fan 5% (4) 0% (28) 7% (47) 39% (07) 9% (5) 274Television: An avid fan 33% (339) 2% (24) 20% (204) 20% (203) 8% (79) 038Television: A casual fan 24% (246) 9% (93) 22% (26) 24% (243) % (08) 006Television: Not a fan 25% (39) 6% (26) 4% (22) 26% (4) 20% (32) 6Music: An avid fan 36% (420) 20% (232) 9% (230) 8% (28) 7% (82) 82Music: A casual fan 20% (85) 2% (9) 2% (94) 26% (233) 2% (08) 92Music: Not a fan 6% (8) 9% (0) 6% (8) 33% (36) 26% (28) Fashion: An avid fan 43% (42) 7% (58) 7% (56) 7% (58) 6% (9) 334Fashion: A casual fan 27% (24) 2% (84) 23% (202) 2% (85) 9% (85) 896Fashion: Not a fan 25% (24) 20% (9) 9% (84) 25% (244) 2% (4) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


230


Table AVE12_1: Would you watch a TV show with the following Marvel superheroes as the leading character?Black Widow

Demographic

Yes, I definitelywould watchthat TV show

Yes, I probablywould watchthat TV show

No, I probablywouldn’t watchthat TV show

No, I definitelywouldn’t watchthat TV show Don’t know Total N

Adults 3% (686) 22% (496) 7% (366) 22% (483) 8% (74) 2205Gender: Male 36% (384) 23% (248) 6% (69) 7% (86) 7% (77) 064Gender: Female 26% (302) 22% (248) 7% (96) 26% (298) 8% (97) 4Age: 18-29 47% (222) 2% (00) 2% (58) 3% (60) 7% (3) 47Age: 30-44 39% (23) 24% (3) 4% (76) 5% (8) 8% (43) 544Age: 45-54 3% (2) 24% (94) 7% (68) 8% (7) 0% (39) 392Age: 55-64 9% (70) 24% (85) 20% (72) 29% (06) 8% (28) 360Age: 65+ 4% (6) 20% (86) 2% (92) 38% (66) 8% (34) 437Generation Z: 18-21 45% (74) 23% (38) 3% (22) 4% (23) 5% (9) 65Millennial: Age 22-37 45% (288) 22% (37) 3% (82) 3% (80) 8% (48) 635Generation X: Age 38-53 33% (85) 25% (43) 6% (90) 8% (0) 9% (49) 568Boomers: Age 54-72 7% (23) 22% (54) 2% (5) 3% (220) 8% (57) 706PID: Dem (no lean) 34% (246) 23% (67) 8% (29) 9% (35) 6% (45) 722PID: Ind (no lean) 3% (246) 23% (86) 4% (5) 2% (72) 0% (82) 800PID: Rep (no lean) 28% (94) 2% (43) 8% (22) 26% (77) 7% (47) 682PID/Gender: DemMen 42% (35) 2% (68) 8% (60) 4% (44) 6% (8) 324PID/Gender: DemWomen 28% (2) 25% (00) 7% (69) 23% (90) 7% (27) 398PID/Gender: Ind Men 35% (27) 26% (95) % (39) 8% (66) % (39) 366PID/Gender: Ind Women 27% (9) 2% (9) 8% (76) 24% (05) 0% (43) 434PID/Gender: Rep Men 33% (23) 23% (85) 9% (7) 20% (75) 5% (20) 374PID/Gender: Rep Women 23% (7) 9% (58) 7% (5) 33% (02) 8% (26) 308Ideo: Liberal (1-3) 37% (264) 2% (50) 6% (5) 8% (3) 7% (5) 70Ideo: Moderate (4) 29% (33) 24% (0) 8% (8) 23% (06) 6% (29) 459Ideo: Conservative (5-7) 25% (78) 24% (73) 9% (38) 25% (83) 7% (47) 78Educ: < College 33% (500) 23% (347) 5% (235) 20% (305) 8% (29) 56Educ: Bachelors degree 26% (5) 22% (98) 20% (87) 27% (20) 5% (24) 445Educ: Post-grad 29% (70) 2% (5) 8% (44) 24% (59) 9% (2) 245



231

Table AVE12_1


Demographic





Adults 3% (686) 22% (496) 7% (366) 22% (483) 8% (74) 2205Income: Under 50k 33% (454) 23% (37) 6% (25) 20% (269) 8% (6) 37Income: 50k-100k 29% (62) 22% (24) 7% (95) 26% (46) 7% (37) 565Income: 100k+ 26% (70) 20% (55) 2% (56) 25% (68) 8% (2) 269Ethnicity: White 27% (463) 23% (395) 8% (307) 25% (423) 8% (37) 726Ethnicity: Hispanic 46% (60) 25% (87) % (40) % (38) 7% (25) 350Ethnicity: Afr. Am. 48% (3) 9% (52) 5% (4) 4% (39) 5% (3) 275Ethnicity: Other 45% (92) 24% (49) 9% (8) 0% (2) 2% (24) 204Relig: Protestant 25% (5) 2% (00) 2% (00) 26% (23) 7% (33) 47Relig: Roman Catholic 23% (89) 25% (96) 5% (56) 30% (2) 7% (27) 380Relig: Ath./Agn./None 36% (238) 2% (42) 6% (04) 20% (30) 8% (5) 664Relig: Something Else 37% (43) 20% (77) 5% (58) 8% (70) 9% (34) 382Relig: Jewish 30% (6) 5% (3) 2% () 35% (9) 9% (5) 53Relig: All Christian 26% (305) 24% (278) 8% (204) 24% (283) 8% (89) 59Relig: All Non-Christian 36% (38) 2% (28) 5% (62) 9% (20) 8% (85) 046Community: Urban 37% (227) 23% (44) 4% (88) 7% (04) 9% (56) 68Community: Suburban 29% (269) 23% (220) 7% (6) 24% (229) 6% (60) 939Community: Rural 29% (90) 20% (32) 8% (8) 23% (50) 9% (58) 648Employ: Private Sector 35% (27) 26% (63) 7% (04) 8% (0) 5% (32) 626Employ: Government 38% (59) 20% (3) 5% (23) 2% (33) 6% (0) 56Employ: Self-Employed 42% (88) 20% (42) 7% (36) 8% (37) 4% (7) 209Employ: Homemaker 3% (48) 2% (32) 23% (35) 9% (29) 6% (0) 53Employ: Student 45% (50) 27% (30) % (2) 4% (5) 4% (4) 2Employ: Retired 7% (84) 9% (92) 9% (90) 36% (73) 9% (44) 483Employ: Unemployed 34% (77) 24% (54) % (26) 9% (44) 2% (27) 229Employ: Other 26% (62) 22% (53) 7% (4) 8% (42) 6% (39) 237Military HH: Yes 34% (39) 8% (74) 7% (68) 24% (98) 7% (27) 406Military HH: No 30% (547) 23% (422) 7% (298) 2% (385) 8% (47) 799RD/WT: Right Direction 30% (255) 22% (89) 7% (4) 23% (98) 8% (68) 85RD/WT: Wrong Track 32% (43) 23% (307) 7% (225) 2% (285) 8% (05) 354


232



Demographic





Adults 3% (686) 22% (496) 7% (366) 22% (483) 8% (74) 2205Trump Job Approve 29% (272) 22% (203) 6% (49) 24% (223) 8% (76) 924Trump Job Disapprove 34% (383) 23% (265) 7% (98) 20% (23) 6% (64) 40Trump Job Strongly Approve 29% (43) 20% (97) 7% (85) 26% (27) 8% (38) 490Trump Job Somewhat Approve 30% (30) 24% (06) 5% (64) 22% (96) 9% (38) 434Trump Job Somewhat Disapprove 34% (92) 29% (78) 7% (47) 6% (43) 5% (3) 272Trump Job Strongly Disapprove 34% (29) 2% (86) 7% (52) 22% (88) 6% (5) 868Favorable of Trump 29% (266) 2% (96) 7% (56) 25% (230) 7% (63) 9Unfavorable of Trump 33% (377) 24% (267) 7% (96) 20% (222) 6% (68) 30Very Favorable of Trump 30% (64) 20% (07) 7% (9) 26% (43) 7% (38) 543Somewhat Favorable of Trump 28% (0) 24% (89) 8% (65) 24% (87) 7% (26) 368Somewhat Unfavorable of Trump 37% (82) 25% (56) 6% (35) 7% (39) 5% () 223Very Unfavorable of Trump 33% (295) 23% (2) 8% (60) 20% (83) 6% (57) 907#1 Issue: Economy 35% (207) 28% (63) 5% (9) 6% (93) 6% (33) 588#1 Issue: Security 24% (05) 20% (84) 7% (75) 28% (22) 0% (45) 430#1 Issue: Health Care 35% (36) 2% (82) 6% (60) 22% (84) 6% (23) 385#1 Issue: Medicare / Social Security 20% (59) 24% (72) 8% (54) 29% (86) 0% (29) 299#1 Issue: Women’s Issues 39% (47) 22% (27) 7% (20) 8% (22) 5% (6) 22#1 Issue: Education 38% (57) 5% (22) 8% (28) 8% (27) % (7) 5#1 Issue: Energy 32% (33) 24% (24) 7% (7) 25% (26) 2% (2) 02#1 Issue: Other 33% (42) 7% (2) 7% (2) 9% (25) 5% (9) 292018 House Vote: Democrat 32% (250) 22% (67) 8% (42) 22% (68) 6% (43) 7702018 House Vote: Republican 27% (79) 23% (53) 8% (2) 25% (67) 8% (52) 6722018 House Vote: Someone else 33% (36) 2% (24) 6% (7) 22% (24) 9% (0) 02018 House Vote: Didnt Vote 34% (22) 23% (5) 3% (85) 9% (23) % (70) 6502016 Vote: Hillary Clinton 3% (208) 22% (46) 9% (28) 22% (45) 5% (35) 6632016 Vote: Donald Trump 25% (65) 23% (52) 7% (5) 28% (86) 7% (50) 6682016 Vote: Someone else 3% (6) 22% (42) 8% (36) 9% (37) 0% (20) 962016 Vote: Didnt Vote 37% (250) 23% (55) 3% (86) 7% (4) 0% (70) 675



233

Table AVE12_1


Demographic





Adults 3% (686) 22% (496) 7% (366) 22% (483) 8% (74) 2205Voted in 2014: Yes 29% (396) 23% (309) 8% (242) 24% (324) 7% (92) 364Voted in 2014: No 34% (289) 22% (86) 5% (24) 9% (60) 0% (8) 842012 Vote: Barack Obama 33% (267) 23% (89) 8% (44) 20% (64) 6% (52) 872012 Vote: Mitt Romney 2% (0) 22% (4) 9% (00) 3% (63) 7% (37) 5242012 Vote: Other 25% (26) 25% (26) 4% (4) 27% (28) 8% (8) 032012 Vote: Didn’t Vote 37% (282) 22% (67) 4% (06) 7% (27) 0% (75) 7584-Region: Northeast 25% (00) 9% (74) 2% (82) 26% (0) 9% (37) 3944-Region: Midwest 30% (40) 2% (95) 6% (72) 26% (2) 8% (35) 4634-Region: South 33% (270) 23% (9) 6% (30) 20% (69) 8% (65) 8264-Region: West 34% (75) 26% (36) 6% (82) 8% (92) 7% (37) 52Evangelical 29% (88) 24% (56) 8% (2) 2% (3) 8% (52) 640Non-Evangelical 32% (498) 22% (339) 6% (254) 22% (352) 8% (22) 565TV shows: Every day 37% (409) 23% (257) 5% (64) 9% (22) 5% (53) 095TV shows: Several times per week 28% (5) 25% (36) 2% (0) 2% (3) 5% (27) 536TV shows: About once per week 33% (45) 9% (2) 8% (24) 30% (40) 0% (3) 34TV shows: Several times per month 24% (28) 26% (30) 6% (8) 24% (27) 0% () 3TV shows: About once per month 2% (5) 0% (7) 22% (6) 23% (6) 23% (7) 7TV shows: Less often than once per month 7% (7) 28% (28) 6% (6) 30% (30) 0% (0) 00TV shows: Never 4% (2) 7% (27) 2% (8) 29% (46) 28% (44) 56Movies: Every day 54% (246) 2% (97) % (48) % (49) 3% (5) 455Movies: Several times per week 35% (96) 26% (44) 8% (0) 7% (95) 4% (22) 558Movies: About once per week 28% (00) 29% (07) 6% (56) 20% (74) 7% (25) 362Movies: Several times per month 24% (67) 23% (64) 2% (59) 24% (67) 8% (23) 28Movies: About once per month 2% (37) 9% (32) 2% (36) 29% (50) 0% (7) 72Movies: Less often than once per month 3% (27) 7% (36) 20% (42) 4% (86) 9% (20) 2Movies: Never 7% (2) 9% (6) 4% (24) 38% (63) 3% (52) 66


234



Demographic





Adults 3% (686) 22% (496) 7% (366) 22% (483) 8% (74) 2205Sports: Every day 47% (94) 8% (36) 2% (25) 2% (4) 2% (3) 98Sports: Several times per week 38% (25) 24% (80) 4% (46) 9% (63) 5% (6) 330Sports: About once per week 3% (85) 22% (6) 23% (62) 7% (46) 6% (8) 272Sports: Several times per month 30% (47) 25% (40) 20% (3) 6% (26) 9% (4) 58Sports: About once per month 25% (38) 25% (38) 23% (35) 22% (33) 4% (7) 5Sports: Less often than once per month 29% (09) 25% (93) 7% (65) 2% (8) 8% (30) 378Sports: Never 26% (88) 2% (48) 4% (02) 27% (93) 2% (87) 78Cable: I currently subscribe 3% (3) 24% (244) 6% (59) 22% (224) 7% (76) 05Cable: I subscribed in the past 30% (235) 23% (85) 9% (55) 20% (57) 8% (62) 793Cable: I have never subscribed 35% (40) 7% (66) 3% (52) 26% (02) 9% (36) 397Satellite television: I currently subscribe 37% (83) 7% (85) 3% (66) 23% (3) 9% (45) 492Satellite television: I subscribed in the past 3% (28) 25% (79) 8% (30) 9% (33) 7% (5) 70Satellite television: I have never subscribed 28% (284) 23% (232) 7% (7) 24% (238) 8% (78) 003Streaming service: I currently subscribe 35% (432) 25% (30) 6% (93) 7% (2) 7% (83) 229Streaming service: I subscribed in the past 33% (85) 2% (54) 8% (46) 20% (5) 8% (9) 255Streaming service: I have never subscribed 23% (69) 8% (32) 8% (27) 3% (22) 0% (7) 72Film: An avid fan 47% (363) 23% (78) 3% (98) 3% (00) 4% (3) 770Film: A casual fan 24% (279) 24% (282) 20% (229) 24% (277) 8% (94) 6Film: Not a fan 6% (44) 3% (35) 4% (39) 39% (06) 8% (49) 274Television: An avid fan 38% (399) 24% (248) 4% (49) 9% (93) 5% (50) 038Television: A casual fan 25% (254) 22% (224) 9% (96) 24% (245) 9% (87) 006Television: Not a fan 2% (34) 5% (24) 3% (2) 28% (45) 23% (37) 6Music: An avid fan 39% (456) 23% (273) 5% (76) 8% (27) 5% (6) 82Music: A casual fan 23% (23) 23% (206) 9% (74) 26% (237) 9% (82) 92Music: Not a fan 6% (8) 5% (7) 4% (6) 26% (29) 28% (32) Fashion: An avid fan 44% (47) 23% (77) % (37) 6% (54) 6% (9) 334Fashion: A casual fan 30% (266) 26% (235) 7% (5) 2% (88) 6% (57) 896Fashion: Not a fan 28% (273) 9% (83) 8% (78) 25% (242) 0% (98) 975



235

Table AVE12_1


Demographic





Adults 3% (686) 22% (496) 7% (366) 22% (483) 8% (74) 2205Sporting events: Every day 47% (94) 8% (36) 2% (25) 2% (4) 2% (3) 98Sporting events: Several times per week 38% (25) 24% (80) 4% (46) 9% (63) 5% (6) 330Sporting events: About once per week 3% (85) 22% (6) 23% (62) 7% (46) 6% (8) 272Sporting events: Several times per month 30% (47) 25% (40) 20% (3) 6% (26) 9% (4) 58Sporting events: About once per month 25% (38) 25% (38) 23% (35) 22% (33) 4% (7) 5Sporting events: Less often than once per month 29% (09) 25% (93) 7% (65) 2% (8) 8% (30) 378Sporting events: Never 26% (88) 2% (48) 4% (02) 27% (93) 2% (87) 78Cable television: I currently subscribe 3% (3) 24% (244) 6% (59) 22% (224) 7% (76) 05Cable television: I subscribed in the past 30% (235) 23% (85) 9% (55) 20% (57) 8% (62) 793Cable television: I have never subscribed 35% (40) 7% (66) 3% (52) 26% (02) 9% (36) 397Satellite television: I currently subscribe 37% (83) 7% (85) 3% (66) 23% (3) 9% (45) 492Satellite television: I subscribed in the past 3% (28) 25% (79) 8% (30) 9% (33) 7% (5) 70Satellite television: I have never subscribed 28% (284) 23% (232) 7% (7) 24% (238) 8% (78) 003Streaming service: I currently subscribe 35% (432) 25% (30) 6% (93) 7% (2) 7% (83) 229Streaming service: I subscribed in the past 33% (85) 2% (54) 8% (46) 20% (5) 8% (9) 255Streaming service: I have never subscribed 23% (69) 8% (32) 8% (27) 3% (22) 0% (7) 72Film: An avid fan 47% (363) 23% (78) 3% (98) 3% (00) 4% (3) 770Film: A casual fan 24% (279) 24% (282) 20% (229) 24% (277) 8% (94) 6Film: Not a fan 6% (44) 3% (35) 4% (39) 39% (06) 8% (49) 274Television: An avid fan 38% (399) 24% (248) 4% (49) 9% (93) 5% (50) 038Television: A casual fan 25% (254) 22% (224) 9% (96) 24% (245) 9% (87) 006Television: Not a fan 2% (34) 5% (24) 3% (2) 28% (45) 23% (37) 6Music: An avid fan 39% (456) 23% (273) 5% (76) 8% (27) 5% (6) 82Music: A casual fan 23% (23) 23% (206) 9% (74) 26% (237) 9% (82) 92Music: Not a fan 6% (8) 5% (7) 4% (6) 26% (29) 28% (32) Fashion: An avid fan 44% (47) 23% (77) % (37) 6% (54) 6% (9) 334Fashion: A casual fan 30% (266) 26% (235) 7% (5) 2% (88) 6% (57) 896Fashion: Not a fan 28% (273) 9% (83) 8% (78) 25% (242) 0% (98) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


236


Table AVE12_2: Would you watch a TV show with the following Marvel superheroes as the leading character?Drax

Demographic





Adults 23% (504) 9% (428) 22% (478) 27% (598) 9% (98) 2205Gender: Male 29% (304) 22% (235) 20% (208) 22% (239) 7% (78) 064Gender: Female 8% (200) 7% (93) 24% (269) 3% (358) % (20) 4Age: 18-29 37% (74) 2% (99) 20% (93) 4% (68) 8% (38) 47Age: 30-44 29% (60) 23% (26) 20% (08) 9% (02) 9% (48) 544Age: 45-54 22% (88) 23% (9) 23% (90) 23% (9) 8% (33) 392Age: 55-64 4% (52) 7% (6) 23% (84) 35% (26) % (38) 360Age: 65+ 7% (32) 2% (5) 24% (03) 48% (20) 9% (4) 437Generation Z: 18-21 3% (5) 26% (42) 2% (35) 5% (24) 8% (3) 65Millennial: Age 22-37 37% (232) 20% (27) 8% (6) 6% (00) 9% (59) 635Generation X: Age 38-53 23% (30) 25% (42) 22% (27) 23% (28) 7% (42) 568Boomers: Age 54-72 2% (83) 5% (05) 24% (72) 39% (274) 0% (73) 706PID: Dem (no lean) 24% (73) 9% (36) 22% (57) 27% (97) 8% (60) 722PID: Ind (no lean) 24% (90) 22% (75) 20% (63) 24% (89) 0% (84) 800PID: Rep (no lean) 2% (4) 7% (7) 23% (58) 3% (22) 8% (54) 682PID/Gender: DemMen 33% (06) 20% (65) 7% (57) 23% (75) 6% (2) 324PID/Gender: DemWomen 7% (66) 8% (7) 25% (00) 3% (22) 0% (39) 398PID/Gender: Ind Men 28% (04) 24% (87) 7% (63) 20% (74) 0% (37) 366PID/Gender: Ind Women 20% (86) 20% (87) 23% (99) 26% (5) % (47) 434PID/Gender: Rep Men 25% (94) 22% (82) 24% (88) 24% (90) 5% (20) 374PID/Gender: Rep Women 5% (48) % (35) 22% (69) 39% (22) % (35) 308Ideo: Liberal (1-3) 27% (9) 20% (45) 2% (52) 23% (67) 8% (56) 70Ideo: Moderate (4) 20% (9) 9% (88) 27% (25) 28% (29) 6% (26) 459Ideo: Conservative (5-7) 8% (32) 8% (29) 2% (53) 33% (240) 9% (64) 78Educ: < College 25% (377) 20% (30) 22% (333) 23% (35) 0% (53) 56Educ: Bachelors degree 8% (8) 8% (80) 22% (99) 35% (56) 6% (29) 445Educ: Post-grad 9% (46) 9% (47) 8% (45) 37% (90) 6% (6) 245



237

Table AVE12_2


Demographic





Adults 23% (504) 9% (428) 22% (478) 27% (598) 9% (98) 2205Income: Under 50k 24% (332) 20% (277) 22% (297) 24% (328) 0% (37) 37Income: 50k-100k 20% (0) 9% (08) 24% (33) 30% (70) 8% (43) 565Income: 100k+ 23% (62) 6% (43) 7% (47) 37% (00) 7% (8) 269Ethnicity: White 20% (343) 9% (39) 22% (384) 3% (528) 9% (52) 726Ethnicity: Hispanic 36% (26) 25% (89) 9% (65) 5% (5) 5% (9) 350Ethnicity: Afr. Am. 34% (93) 2% (57) 20% (54) 7% (47) 9% (25) 275Ethnicity: Other 33% (68) 25% (52) 20% (40) % (23) 0% (2) 204Relig: Protestant 5% (70) 8% (84) 24% (4) 35% (65) 8% (37) 47Relig: Roman Catholic 20% (78) 6% (62) 20% (75) 35% (34) 8% (3) 380Relig: Ath./Agn./None 28% (86) 2% (38) 20% (35) 22% (45) 9% (6) 664Relig: Something Else 26% (98) 22% (84) 2% (79) 23% (88) 9% (33) 382Relig: Jewish 20% () % (6) 20% () 39% (2) 0% (6) 53Relig: All Christian 9% (220) 8% (206) 23% (264) 3% (365) 9% (04) 59Relig: All Non-Christian 27% (284) 2% (22) 20% (24) 22% (233) 9% (94) 046Community: Urban 27% (67) 24% (48) 20% (25) 2% (3) 8% (48) 68Community: Suburban 2% (99) 9% (78) 22% (209) 29% (276) 8% (77) 939Community: Rural 2% (39) 6% (02) 22% (44) 29% (9) % (72) 648Employ: Private Sector 27% (68) 22% (36) 22% (38) 23% (46) 6% (39) 626Employ: Government 29% (46) 6% (24) 9% (30) 26% (4) 9% (5) 56Employ: Self-Employed 29% (60) 22% (46) 2% (43) 26% (53) 3% (7) 209Employ: Homemaker 9% (30) 20% (3) 29% (44) 23% (35) 9% (4) 53Employ: Student 24% (27) 29% (32) 2% (23) 9% (2) 7% (8) 2Employ: Retired % (52) 2% (57) 23% (2) 44% (22) 0% (50) 483Employ: Unemployed 30% (68) 22% (49) 9% (44) 9% (44) 0% (23) 229Employ: Other 23% (54) 22% (53) 8% (43) 9% (45) 8% (43) 237Military HH: Yes 2% (83) 9% (79) 23% (95) 30% (2) 7% (28) 406Military HH: No 23% (42) 9% (349) 2% (382) 27% (477) 9% (70) 799RD/WT: Right Direction 23% (92) 8% (56) 22% (86) 27% (228) 0% (88) 85RD/WT: Wrong Track 23% (32) 20% (272) 22% (29) 27% (369) 8% (0) 354


238



Demographic





Adults 23% (504) 9% (428) 22% (478) 27% (598) 9% (98) 2205Trump Job Approve 22% (207) 7% (58) 22% (205) 29% (268) 9% (86) 924Trump Job Disapprove 24% (270) 2% (239) 22% (255) 26% (298) 7% (78) 40Trump Job Strongly Approve 2% (03) 7% (84) 2% (03) 30% (45) % (55) 490Trump Job Somewhat Approve 24% (04) 7% (74) 23% (02) 28% (22) 7% (32) 434Trump Job Somewhat Disapprove 22% (60) 26% (72) 24% (65) 20% (54) 8% (2) 272Trump Job Strongly Disapprove 24% (20) 9% (67) 22% (90) 28% (244) 7% (57) 868Favorable of Trump 23% (20) 6% (50) 22% (203) 30% (272) 8% (76) 9Unfavorable of Trump 23% (255) 2% (242) 23% (259) 26% (292) 7% (83) 30Very Favorable of Trump 23% (24) 6% (89) 22% (20) 30% (60) 9% (49) 543Somewhat Favorable of Trump 23% (86) 6% (6) 22% (83) 30% (2) 7% (27) 368Somewhat Unfavorable of Trump 9% (43) 25% (55) 23% (50) 23% (52) 0% (22) 223Very Unfavorable of Trump 23% (22) 2% (87) 23% (209) 26% (239) 7% (60) 907#1 Issue: Economy 28% (66) 22% (32) 20% (5) 22% (3) 8% (45) 588#1 Issue: Security 6% (67) 8% (75) 22% (97) 34% (45) % (46) 430#1 Issue: Health Care 29% (3) 9% (74) 7% (67) 27% (02) 7% (29) 385#1 Issue: Medicare / Social Security 2% (37) 7% (50) 27% (80) 36% (09) 8% (24) 299#1 Issue: Women’s Issues 3% (6) 26% (32) 30% (37) 22% (27) 8% (0) 22#1 Issue: Education 30% (46) 9% (28) 22% (33) 20% (30) 9% (4) 5#1 Issue: Energy 23% (23) 9% (9) 25% (25) 24% (25) 0% (0) 02#1 Issue: Other 28% (36) 4% (8) 9% (24) 23% (29) 6% (2) 292018 House Vote: Democrat 23% (77) 9% (47) 22% (7) 28% (29) 7% (56) 7702018 House Vote: Republican 20% (35) 6% (06) 23% (55) 32% (24) 9% (62) 6722018 House Vote: Someone else 23% (26) 22% (24) 2% (24) 24% (27) 0% () 02018 House Vote: Didnt Vote 26% (66) 23% (50) 20% (28) 2% (37) % (69) 6502016 Vote: Hillary Clinton 20% (35) 2% (37) 23% (50) 29% (95) 7% (46) 6632016 Vote: Donald Trump 8% (8) 6% (08) 22% (49) 34% (230) 9% (63) 6682016 Vote: Someone else 27% (52) 5% (30) 25% (49) 23% (46) 0% (9) 962016 Vote: Didnt Vote 29% (98) 23% (52) 9% (30) 9% (26) 0% (70) 675



239

Table AVE12_2


Demographic





Adults 23% (504) 9% (428) 22% (478) 27% (598) 9% (98) 2205Voted in 2014: Yes 2% (283) 8% (247) 22% (304) 3% (422) 8% (09) 364Voted in 2014: No 26% (22) 22% (8) 2% (74) 2% (75) % (89) 842012 Vote: Barack Obama 23% (9) 2% (68) 2% (75) 27% (223) 7% (60) 872012 Vote: Mitt Romney 4% (72) 5% (77) 25% (32) 37% (94) 9% (49) 5242012 Vote: Other 3% (4) 23% (24) 23% (23) 3% (32) % () 032012 Vote: Didn’t Vote 30% (227) 2% (59) 9% (46) 20% (49) 0% (77) 7584-Region: Northeast 9% (76) 4% (57) 25% (98) 34% (32) 8% (3) 3944-Region: Midwest 23% (09) 9% (86) 20% (94) 29% (33) 9% (4) 4634-Region: South 23% (89) 20% (69) 2% (70) 25% (207) % (9) 8264-Region: West 25% (30) 22% (6) 22% (5) 24% (26) 7% (35) 52Evangelical 20% (25) 9% (2) 24% (54) 28% (78) 0% (62) 640Non-Evangelical 24% (379) 20% (307) 2% (324) 27% (49) 9% (36) 565TV shows: Every day 26% (285) 20% (223) 22% (239) 25% (273) 7% (74) 095TV shows: Several times per week 23% (22) 2% (0) 2% (3) 28% (50) 8% (4) 536TV shows: About once per week 29% (39) % (4) 23% (3) 30% (40) 8% () 34TV shows: Several times per month 9% (2) 7% (20) 28% (32) 27% (30) 9% () 3TV shows: About once per month 9% (6) 9% (4) 27% (9) 32% (23) 3% (9) 7TV shows: Less often than once per month 6% (6) 20% (20) 22% (22) 30% (30) 3% (3) 00TV shows: Never 0% (5) 8% (28) 4% (22) 33% (52) 25% (39) 56Movies: Every day 43% (96) 9% (85) 9% (84) 5% (67) 5% (23) 455Movies: Several times per week 25% (42) 26% (45) 2% (5) 22% (23) 6% (33) 558Movies: About once per week 9% (69) 9% (69) 23% (83) 28% (02) % (39) 362Movies: Several times per month 5% (43) 8% (50) 29% (80) 30% (84) 8% (23) 28Movies: About once per month 6% (28) 7% (30) 2% (36) 37% (63) 9% (5) 72Movies: Less often than once per month 7% (5) 8% (38) 24% (5) 4% (87) 9% (20) 2Movies: Never 7% () 6% () 7% (29) 43% (7) 27% (45) 66


240



Demographic





Adults 23% (504) 9% (428) 22% (478) 27% (598) 9% (98) 2205Sports: Every day 36% (7) 6% (32) 8% (35) 25% (49) 6% (2) 98Sports: Several times per week 28% (9) 24% (78) 9% (63) 25% (84) 4% (4) 330Sports: About once per week 9% (52) 22% (59) 27% (72) 24% (64) 9% (25) 272Sports: Several times per month 23% (36) 5% (23) 24% (38) 28% (45) 0% (5) 58Sports: About once per month 6% (25) 25% (37) 27% (4) 23% (34) 9% (3) 5Sports: Less often than once per month 2% (78) 2% (78) 23% (86) 29% () 7% (26) 378Sports: Never 2% (52) 7% (2) 20% (42) 29% (2) 3% (93) 78Cable: I currently subscribe 25% (25) 7% (75) 2% (23) 28% (289) 9% (86) 05Cable: I subscribed in the past 20% (56) 23% (83) 24% (87) 25% (97) 9% (70) 793Cable: I have never subscribed 24% (97) 7% (69) 20% (78) 28% () 0% (42) 397Satellite television: I currently subscribe 26% (29) 6% (8) 9% (93) 27% (32) 2% (58) 492Satellite television: I subscribed in the past 22% (56) 22% (56) 23% (64) 24% (69) 9% (66) 70Satellite television: I have never subscribed 22% (220) 9% (92) 22% (22) 30% (297) 7% (74) 003Streaming service: I currently subscribe 26% (39) 22% (272) 2% (262) 22% (276) 8% (00) 229Streaming service: I subscribed in the past 26% (67) 2% (54) 20% (50) 25% (63) 8% (2) 255Streaming service: I have never subscribed 6% (8) 4% (02) 23% (65) 36% (258) % (77) 72Film: An avid fan 35% (273) 24% (83) 8% (42) 6% (27) 6% (46) 770Film: A casual fan 7% (98) 9% (222) 24% (285) 30% (352) 9% (05) 6Film: Not a fan 2% (33) 9% (23) 9% (5) 43% (9) 7% (47) 274Television: An avid fan 27% (285) 20% (2) 2% (29) 24% (248) 7% (75) 038Television: A casual fan 9% (93) 20% (96) 23% (227) 30% (30) 9% (88) 006Television: Not a fan 6% (26) 3% (20) 20% (3) 30% (49) 2% (34) 6Music: An avid fan 29% (337) 22% (260) 2% (248) 22% (263) 6% (75) 82Music: A casual fan 7% (56) 7% (55) 23% (206) 33% (299) 0% (96) 92Music: Not a fan 0% () 2% (3) 22% (24) 32% (36) 25% (28) Fashion: An avid fan 3% (03) 8% (60) 22% (75) 2% (69) 8% (27) 334Fashion: A casual fan 2% (89) 23% (207) 20% (78) 27% (245) 9% (77) 896Fashion: Not a fan 22% (22) 7% (6) 23% (225) 29% (283) 0% (94) 975



241

Table AVE12_2


Demographic





Adults 23% (504) 9% (428) 22% (478) 27% (598) 9% (98) 2205Sporting events: Every day 36% (7) 6% (32) 8% (35) 25% (49) 6% (2) 98Sporting events: Several times per week 28% (9) 24% (78) 9% (63) 25% (84) 4% (4) 330Sporting events: About once per week 9% (52) 22% (59) 27% (72) 24% (64) 9% (25) 272Sporting events: Several times per month 23% (36) 5% (23) 24% (38) 28% (45) 0% (5) 58Sporting events: About once per month 6% (25) 25% (37) 27% (4) 23% (34) 9% (3) 5Sporting events: Less often than once per month 2% (78) 2% (78) 23% (86) 29% () 7% (26) 378Sporting events: Never 2% (52) 7% (2) 20% (42) 29% (2) 3% (93) 78Cable television: I currently subscribe 25% (25) 7% (75) 2% (23) 28% (289) 9% (86) 05Cable television: I subscribed in the past 20% (56) 23% (83) 24% (87) 25% (97) 9% (70) 793Cable television: I have never subscribed 24% (97) 7% (69) 20% (78) 28% () 0% (42) 397Satellite television: I currently subscribe 26% (29) 6% (8) 9% (93) 27% (32) 2% (58) 492Satellite television: I subscribed in the past 22% (56) 22% (56) 23% (64) 24% (69) 9% (66) 70Satellite television: I have never subscribed 22% (220) 9% (92) 22% (22) 30% (297) 7% (74) 003Streaming service: I currently subscribe 26% (39) 22% (272) 2% (262) 22% (276) 8% (00) 229Streaming service: I subscribed in the past 26% (67) 2% (54) 20% (50) 25% (63) 8% (2) 255Streaming service: I have never subscribed 6% (8) 4% (02) 23% (65) 36% (258) % (77) 72Film: An avid fan 35% (273) 24% (83) 8% (42) 6% (27) 6% (46) 770Film: A casual fan 7% (98) 9% (222) 24% (285) 30% (352) 9% (05) 6Film: Not a fan 2% (33) 9% (23) 9% (5) 43% (9) 7% (47) 274Television: An avid fan 27% (285) 20% (2) 2% (29) 24% (248) 7% (75) 038Television: A casual fan 9% (93) 20% (96) 23% (227) 30% (30) 9% (88) 006Television: Not a fan 6% (26) 3% (20) 20% (3) 30% (49) 2% (34) 6Music: An avid fan 29% (337) 22% (260) 2% (248) 22% (263) 6% (75) 82Music: A casual fan 7% (56) 7% (55) 23% (206) 33% (299) 0% (96) 92Music: Not a fan 0% () 2% (3) 22% (24) 32% (36) 25% (28) Fashion: An avid fan 3% (03) 8% (60) 22% (75) 2% (69) 8% (27) 334Fashion: A casual fan 2% (89) 23% (207) 20% (78) 27% (245) 9% (77) 896Fashion: Not a fan 22% (22) 7% (6) 23% (225) 29% (283) 0% (94) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


242


Table AVE12_3: Would you watch a TV show with the following Marvel superheroes as the leading character?Gamora

Demographic





Adults 26% (563) 2% (472) 9% (427) 24% (530) 0% (23) 2205Gender: Male 30% (322) 23% (248) 8% (96) 9% (207) 9% (92) 064Gender: Female 2% (24) 20% (224) 20% (23) 28% (323) % (2) 4Age: 18-29 4% (93) 22% (06) 5% (7) 3% (60) 9% (4) 47Age: 30-44 33% (80) 24% (29) 9% (02) 5% (84) 9% (49) 544Age: 45-54 25% (99) 24% (95) 20% (80) 2% (8) 9% (37) 392Age: 55-64 3% (48) 2% (75) 22% (78) 32% (7) 2% (43) 360Age: 65+ 0% (42) 6% (68) 22% (96) 43% (88) 0% (43) 437Generation Z: 18-21 38% (63) 25% (4) 9% (3) 8% (4) 0% (7) 65Millennial: Age 22-37 39% (245) 22% (43) 6% (00) 5% (93) 9% (54) 635Generation X: Age 38-53 27% (55) 24% (37) 20% (4) 9% (0) 9% (5) 568Boomers: Age 54-72 3% (89) 9% (34) 23% (59) 35% (245) % (78) 706PID: Dem (no lean) 26% (86) 23% (66) 2% (5) 22% (58) 8% (6) 722PID: Ind (no lean) 27% (26) 22% (79) 7% (36) 22% (79) % (90) 800PID: Rep (no lean) 24% (6) 9% (27) 20% (39) 28% (93) 9% (62) 682PID/Gender: DemMen 3% (00) 24% (79) 20% (65) 8% (58) 7% (22) 324PID/Gender: DemWomen 22% (86) 22% (87) 22% (86) 25% (00) 0% (39) 398PID/Gender: Ind Men 29% (06) 27% (00) 4% (53) 9% (69) 0% (38) 366PID/Gender: Ind Women 25% (09) 8% (80) 9% (84) 25% (0) 2% (5) 434PID/Gender: Rep Men 3% (5) 8% (69) 2% (78) 2% (80) 9% (32) 374PID/Gender: Rep Women 5% (46) 9% (58) 20% (62) 37% (3) 0% (30) 308Ideo: Liberal (1-3) 3% (29) 22% (58) 7% (22) 20% (44) 9% (67) 70Ideo: Moderate (4) 24% (2) 22% (03) 22% (0) 24% (2) 7% (32) 459Ideo: Conservative (5-7) 9% (38) 20% (40) 22% (60) 30% (25) 9% (65) 78Educ: < College 27% (42) 22% (337) 8% (279) 2% (325) % (62) 56Educ: Bachelors degree 2% (94) 9% (84) 24% (05) 30% (32) 7% (30) 445Educ: Post-grad 23% (57) 2% (50) 8% (43) 30% (73) 9% (22) 245



243

Table AVE12_3


Demographic





Adults 26% (563) 2% (472) 9% (427) 24% (530) 0% (23) 2205Income: Under 50k 27% (37) 23% (3) 9% (257) 2% (294) 0% (38) 37Income: 50k-100k 23% (3) 20% (5) 2% (20) 26% (48) 9% (50) 565Income: 100k+ 22% (60) 7% (46) 9% (50) 33% (88) 9% (25) 269Ethnicity: White 22% (378) 2% (369) 20% (350) 27% (470) 9% (58) 726Ethnicity: Hispanic 39% (38) 22% (78) 7% (60) % (38) 0% (37) 350Ethnicity: Afr. Am. 39% (08) 22% (59) 6% (45) 2% (34) 0% (28) 275Ethnicity: Other 38% (77) 2% (43) 5% (32) 2% (25) 3% (27) 204Relig: Protestant 7% (8) 7% (8) 25% (7) 32% (5) 9% (4) 47Relig: Roman Catholic 20% (74) 22% (82) 9% (73) 3% (8) 8% (32) 380Relig: Ath./Agn./None 3% (209) 23% (52) 8% (7) 9% (24) 9% (63) 664Relig: Something Else 30% (4) 24% (93) 4% (52) 22% (82) % (40) 382Relig: Jewish 26% (4) 5% (8) 6% (8) 34% (8) 9% (5) 53Relig: All Christian 2% (240) 20% (227) 22% (258) 28% (324) 0% (0) 59Relig: All Non-Christian 3% (322) 23% (245) 6% (69) 20% (206) 0% (03) 046Community: Urban 3% (92) 22% (36) 7% (08) 9% (5) % (68) 68Community: Suburban 23% (29) 2% (94) 20% (92) 28% (259) 8% (76) 939Community: Rural 23% (52) 22% (43) 20% (27) 24% (56) % (70) 648Employ: Private Sector 30% (86) 26% (6) 8% (5) 9% (22) 7% (42) 626Employ: Government 30% (46) 20% (3) 9% (30) 2% (33) 0% (6) 56Employ: Self-Employed 32% (66) 23% (49) 7% (36) 22% (46) 6% (2) 209Employ: Homemaker 25% (38) 2% (32) 22% (34) 23% (36) 9% (4) 53Employ: Student 32% (36) 30% (33) 7% (9) 6% (8) 5% (6) 2Employ: Retired 3% (6) 7% (8) 2% (0) 40% (9) 0% (49) 483Employ: Unemployed 30% (69) 8% (4) 20% (46) 9% (43) 3% (30) 229Employ: Other 25% (60) 9% (44) 20% (46) 8% (42) 9% (44) 237Military HH: Yes 24% (99) 7% (7) 22% (88) 27% (09) 0% (40) 406Military HH: No 26% (464) 22% (402) 9% (339) 23% (42) 0% (73) 799RD/WT: Right Direction 24% (205) 2% (80) 8% (5) 25% (25) 2% (99) 85RD/WT: Wrong Track 26% (358) 22% (292) 20% (276) 23% (34) 8% (4) 354


244



Demographic





Adults 26% (563) 2% (472) 9% (427) 24% (530) 0% (23) 2205Trump Job Approve 23% (27) 2% (94) 9% (75) 26% (240) % (98) 924Trump Job Disapprove 27% (309) 23% (260) 20% (23) 23% (260) 7% (8) 40Trump Job Strongly Approve 22% (07) 2% (05) 8% (86) 28% (36) % (55) 490Trump Job Somewhat Approve 25% (0) 20% (88) 20% (89) 24% (04) 0% (43) 434Trump Job Somewhat Disapprove 29% (78) 26% (70) 22% (59) 7% (46) 7% (9) 272Trump Job Strongly Disapprove 27% (230) 22% (89) 20% (72) 25% (24) 7% (62) 868Favorable of Trump 23% (208) 22% (98) 9% (73) 27% (247) 9% (85) 9Unfavorable of Trump 27% (3) 22% (249) 2% (24) 22% (249) 7% (8) 30Very Favorable of Trump 24% (28) 22% (20) 7% (95) 28% (50) 9% (5) 543Somewhat Favorable of Trump 22% (8) 2% (79) 2% (78) 26% (97) 9% (34) 368Somewhat Unfavorable of Trump 29% (64) 22% (48) 22% (50) 7% (39) 0% (22) 223Very Unfavorable of Trump 27% (247) 22% (200) 2% (9) 23% (20) 6% (58) 907#1 Issue: Economy 28% (67) 24% (38) 2% (23) 9% (09) 8% (50) 588#1 Issue: Security 9% (80) 7% (7) 2% (90) 3% (33) 3% (55) 430#1 Issue: Health Care 3% (8) 25% (95) 5% (59) 22% (86) 7% (27) 385#1 Issue: Medicare / Social Security 6% (49) 8% (54) 23% (68) 32% (95) % (32) 299#1 Issue: Women’s Issues 29% (36) 28% (33) 9% (23) 9% (24) 5% (6) 22#1 Issue: Education 3% (46) 7% (26) 8% (28) 23% (34) % (6) 5#1 Issue: Energy 22% (22) 30% (30) 6% (7) 24% (24) 8% (8) 02#1 Issue: Other 34% (44) 8% (23) 6% (20) 8% (24) 4% (8) 292018 House Vote: Democrat 25% (9) 22% (67) 22% (69) 24% (83) 8% (60) 7702018 House Vote: Republican 2% (40) 9% (30) 2% (39) 29% (95) 0% (69) 6722018 House Vote: Someone else 27% (30) 8% (20) 23% (25) 8% (20) 4% (5) 02018 House Vote: Didnt Vote 3% (203) 24% (55) 4% (93) 20% (30) % (70) 6502016 Vote: Hillary Clinton 24% (59) 22% (46) 22% (45) 25% (67) 7% (47) 6632016 Vote: Donald Trump 9% (25) 2% (39) 20% (33) 30% (20) % (7) 6682016 Vote: Someone else 28% (55) 8% (34) 23% (45) 9% (37) 2% (24) 962016 Vote: Didnt Vote 33% (223) 23% (53) 5% (04) 8% (24) 0% (7) 675



245

Table AVE12_3


Demographic





Adults 26% (563) 2% (472) 9% (427) 24% (530) 0% (23) 2205Voted in 2014: Yes 22% (30) 2% (289) 2% (293) 26% (360) 9% (2) 364Voted in 2014: No 3% (26) 22% (83) 6% (34) 20% (70) % (93) 842012 Vote: Barack Obama 26% (209) 23% (90) 2% (70) 23% (86) 8% (63) 872012 Vote: Mitt Romney 6% (8) 9% (02) 22% (3) 33% (74) 0% (54) 5242012 Vote: Other 23% (24) 8% (8) 20% (2) 28% (29) % () 032012 Vote: Didn’t Vote 33% (249) 2% (62) 6% (22) 9% (40) % (84) 7584-Region: Northeast 23% (90) 9% (73) 22% (86) 29% (3) 8% (33) 3944-Region: Midwest 26% (20) 22% (03) 7% (79) 27% (23) 8% (38) 4634-Region: South 27% (29) 22% (8) 8% (48) 22% (84) % (93) 8264-Region: West 26% (34) 22% (5) 22% (4) 2% (09) 9% (49) 52Evangelical 23% (48) 8% (4) 24% (56) 24% (52) % (69) 640Non-Evangelical 26% (45) 23% (358) 7% (27) 24% (377) 9% (45) 565TV shows: Every day 30% (327) 23% (253) 9% (208) 2% (233) 7% (74) 095TV shows: Several times per week 24% (29) 22% (20) 2% (5) 24% (28) 8% (44) 536TV shows: About once per week 33% (44) 6% (2) 3% (8) 29% (39) 9% (2) 34TV shows: Several times per month 20% (22) 8% (2) 24% (28) 29% (33) 9% (0) 3TV shows: About once per month 4% (0) 0% (7) 26% (8) 23% (6) 28% (20) 7TV shows: Less often than once per month 2% (2) 24% (24) 5% (5) 33% (33) 6% (6) 00TV shows: Never 3% (20) 6% (26) 6% (25) 3% (48) 24% (37) 56Movies: Every day 47% (23) 22% (00) 4% (62) 2% (55) 6% (25) 455Movies: Several times per week 26% (48) 28% (58) 20% (4) 9% (07) 6% (32) 558Movies: About once per week 23% (84) 25% (90) 20% (7) 24% (87) 8% (30) 362Movies: Several times per month 8% (50) 6% (45) 28% (80) 26% (74) % (32) 28Movies: About once per month 7% (29) 22% (39) 4% (25) 32% (56) 4% (24) 72Movies: Less often than once per month 9% (9) 3% (28) 23% (48) 42% (88) 3% (28) 2Movies: Never 2% (2) 8% (4) 7% (28) 37% (62) 26% (43) 66


246



Demographic





Adults 26% (563) 2% (472) 9% (427) 24% (530) 0% (23) 2205Sports: Every day 37% (72) 25% (50) 4% (27) 7% (35) 7% (5) 98Sports: Several times per week 3% (02) 26% (85) 7% (58) 22% (7) 4% (4) 330Sports: About once per week 24% (66) 20% (53) 29% (78) 9% (52) 8% (23) 272Sports: Several times per month 25% (40) 20% (32) 2% (34) 23% (37) 0% (6) 58Sports: About once per month 20% (3) 25% (37) 25% (38) 23% (34) 7% () 5Sports: Less often than once per month 2% (78) 25% (96) 9% (74) 26% (97) 9% (34) 378Sports: Never 24% (74) 7% (9) 7% (20) 28% (204) 4% (0) 78Cable: I currently subscribe 27% (275) 20% (205) 20% (99) 25% (249) 9% (87) 05Cable: I subscribed in the past 2% (70) 25% (95) 22% (75) 22% (78) 0% (76) 793Cable: I have never subscribed 30% (8) 8% (72) 4% (54) 26% (03) 3% (50) 397Satellite television: I currently subscribe 28% (36) 20% (99) 8% (87) 23% (5) % (55) 492Satellite television: I subscribed in the past 25% (75) 24% (72) 22% (53) 20% (42) 0% (68) 70Satellite television: I have never subscribed 25% (253) 20% (20) 9% (87) 27% (272) 9% (90) 003Streaming service: I currently subscribe 29% (352) 24% (289) 20% (249) 20% (242) 8% (98) 229Streaming service: I subscribed in the past 30% (77) 25% (63) 8% (47) 7% (43) 0% (26) 255Streaming service: I have never subscribed 9% (35) 7% (20) 8% (3) 34% (245) 2% (89) 72Film: An avid fan 40% (309) 25% (93) 7% (28) 3% (0) 5% (39) 770Film: A casual fan 8% (23) 2% (246) 22% (260) 27% (35) % (27) 6Film: Not a fan 5% (40) 2% (33) 4% (39) 42% (4) 7% (47) 274Television: An avid fan 30% (34) 25% (259) 7% (80) 2% (24) 7% (70) 038Television: A casual fan 2% (23) 9% (89) 22% (226) 27% (27) % (07) 006Television: Not a fan 22% (36) 5% (24) 3% (2) 27% (44) 23% (37) 6Music: An avid fan 3% (367) 23% (270) 9% (226) 20% (232) 7% (87) 82Music: A casual fan 9% (75) 2% (89) 20% (85) 29% (267) 0% (96) 92Music: Not a fan 8% (20) 2% (3) 5% (6) 28% (3) 27% (30) Fashion: An avid fan 36% (22) 2% (7) 7% (56) 7% (58) 8% (28) 334Fashion: A casual fan 26% (230) 24% (22) 8% (63) 23% (2) 9% (8) 896Fashion: Not a fan 22% (2) 9% (89) 2% (208) 27% (26) % (05) 975



247

Table AVE12_3


Demographic





Adults 26% (563) 2% (472) 9% (427) 24% (530) 0% (23) 2205Sporting events: Every day 37% (72) 25% (50) 4% (27) 7% (35) 7% (5) 98Sporting events: Several times per week 3% (02) 26% (85) 7% (58) 22% (7) 4% (4) 330Sporting events: About once per week 24% (66) 20% (53) 29% (78) 9% (52) 8% (23) 272Sporting events: Several times per month 25% (40) 20% (32) 2% (34) 23% (37) 0% (6) 58Sporting events: About once per month 20% (3) 25% (37) 25% (38) 23% (34) 7% () 5Sporting events: Less often than once per month 2% (78) 25% (96) 9% (74) 26% (97) 9% (34) 378Sporting events: Never 24% (74) 7% (9) 7% (20) 28% (204) 4% (0) 78Cable television: I currently subscribe 27% (275) 20% (205) 20% (99) 25% (249) 9% (87) 05Cable television: I subscribed in the past 2% (70) 25% (95) 22% (75) 22% (78) 0% (76) 793Cable television: I have never subscribed 30% (8) 8% (72) 4% (54) 26% (03) 3% (50) 397Satellite television: I currently subscribe 28% (36) 20% (99) 8% (87) 23% (5) % (55) 492Satellite television: I subscribed in the past 25% (75) 24% (72) 22% (53) 20% (42) 0% (68) 70Satellite television: I have never subscribed 25% (253) 20% (20) 9% (87) 27% (272) 9% (90) 003Streaming service: I currently subscribe 29% (352) 24% (289) 20% (249) 20% (242) 8% (98) 229Streaming service: I subscribed in the past 30% (77) 25% (63) 8% (47) 7% (43) 0% (26) 255Streaming service: I have never subscribed 9% (35) 7% (20) 8% (3) 34% (245) 2% (89) 72Film: An avid fan 40% (309) 25% (93) 7% (28) 3% (0) 5% (39) 770Film: A casual fan 8% (23) 2% (246) 22% (260) 27% (35) % (27) 6Film: Not a fan 5% (40) 2% (33) 4% (39) 42% (4) 7% (47) 274Television: An avid fan 30% (34) 25% (259) 7% (80) 2% (24) 7% (70) 038Television: A casual fan 2% (23) 9% (89) 22% (226) 27% (27) % (07) 006Television: Not a fan 22% (36) 5% (24) 3% (2) 27% (44) 23% (37) 6Music: An avid fan 3% (367) 23% (270) 9% (226) 20% (232) 7% (87) 82Music: A casual fan 9% (75) 2% (89) 20% (85) 29% (267) 0% (96) 92Music: Not a fan 8% (20) 2% (3) 5% (6) 28% (3) 27% (30) Fashion: An avid fan 36% (22) 2% (7) 7% (56) 7% (58) 8% (28) 334Fashion: A casual fan 26% (230) 24% (22) 8% (63) 23% (2) 9% (8) 896Fashion: Not a fan 22% (2) 9% (89) 2% (208) 27% (26) % (05) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


248


Table AVE12_4: Would you watch a TV show with the following Marvel superheroes as the leading character?Groot

Demographic





Adults 3% (68) 9% (423) 7% (377) 24% (526) 9% (98) 2205Gender: Male 34% (360) 20% (22) 7% (79) 2% (220) 9% (94) 064Gender: Female 28% (32) 9% (2) 7% (98) 27% (306) 9% (04) 4Age: 18-29 52% (243) 23% (0) 9% (4) 0% (48) 6% (28) 47Age: 30-44 40% (28) 20% (09) 7% (90) 4% (77) 9% (50) 544Age: 45-54 27% (07) 9% (73) 9% (76) 22% (86) 3% (49) 392Age: 55-64 8% (64) 8% (65) 22% (80) 32% (7) 0% (35) 360Age: 65+ % (48) 5% (66) 2% (90) 45% (97) 8% (36) 437Generation Z: 18-21 45% (75) 27% (44) 8% (3) 2% (2) 7% (2) 65Millennial: Age 22-37 50% (35) 9% (22) 2% (75) % (69) 8% (53) 635Generation X: Age 38-53 30% (7) 2% (8) 9% (09) 20% (3) 0% (57) 568Boomers: Age 54-72 5% (09) 7% (2) 23% (6) 35% (25) 9% (65) 706PID: Dem (no lean) 30% (29) 2% (55) 8% (27) 24% (70) 7% (5) 722PID: Ind (no lean) 32% (260) 22% (73) 7% (33) 9% (50) % (85) 800PID: Rep (no lean) 30% (202) 4% (95) 7% (7) 30% (206) 9% (63) 682PID/Gender: DemMen 35% (5) 24% (78) 5% (48) 20% (64) 6% (20) 324PID/Gender: DemWomen 26% (05) 9% (77) 20% (79) 27% (06) 8% (3) 398PID/Gender: Ind Men 32% (6) 24% (89) 7% (60) 7% (63) % (39) 366PID/Gender: Ind Women 33% (44) 20% (85) 7% (72) 20% (87) % (46) 434PID/Gender: Rep Men 35% (29) 2% (46) 9% (70) 25% (93) 9% (35) 374PID/Gender: Rep Women 24% (73) 6% (49) 5% (46) 37% (3) 9% (28) 308Ideo: Liberal (1-3) 36% (255) 2% (49) 5% (08) 20% (43) 8% (56) 70Ideo: Moderate (4) 26% (20) 9% (85) 20% (9) 26% (9) 0% (45) 459Ideo: Conservative (5-7) 25% (80) 8% (29) 9% (40) 30% (23) 8% (55) 78Educ: < College 34% (508) 9% (289) 7% (253) 20% (307) % (59) 56Educ: Bachelors degree 26% (4) 20% (9) 8% (80) 3% (37) 5% (23) 445Educ: Post-grad 24% (59) 8% (43) 8% (44) 34% (82) 6% (6) 245



249

Table AVE12_4


Demographic





Adults 3% (68) 9% (423) 7% (377) 24% (526) 9% (98) 2205Income: Under 50k 33% (459) 9% (262) 8% (240) 20% (276) 0% (33) 37Income: 50k-100k 28% (60) 9% (06) 6% (90) 29% (62) 8% (45) 565Income: 100k+ 23% (62) 20% (55) 7% (46) 32% (87) 7% (20) 269Ethnicity: White 28% (486) 9% (330) 7% (30) 27% (460) 9% (49) 726Ethnicity: Hispanic 47% (63) 24% (84) 0% (36) 8% (29) % (39) 350Ethnicity: Afr. Am. 38% (05) 20% (55) 8% (5) 6% (43) 8% (2) 275Ethnicity: Other 44% (9) 9% (38) 2% (25) % (23) 4% (28) 204Relig: Protestant 20% (93) 6% (77) 2% (99) 33% (56) 0% (45) 47Relig: Roman Catholic 24% (89) 23% (88) 6% (60) 3% (7) 7% (25) 380Relig: Ath./Agn./None 37% (248) 9% (23) 8% (20) 7% (5) 9% (59) 664Relig: Something Else 38% (46) 2% (8) 9% (35) 23% (86) 9% (33) 382Relig: Jewish 6% (9) 3% (7) 0% (5) 37% (20) 5% (3) 53Relig: All Christian 25% (288) 9% (220) 9% (222) 28% (325) 9% (06) 59Relig: All Non-Christian 38% (394) 9% (204) 5% (55) 9% (20) 9% (92) 046Community: Urban 34% (20) 23% (45) 5% (9) 8% () 0% (62) 68Community: Suburban 29% (269) 9% (74) 6% (5) 28% (26) 9% (83) 939Community: Rural 3% (202) 6% (05) 2% (34) 24% (54) 8% (53) 648Employ: Private Sector 33% (205) 20% (28) 7% (09) 2% (33) 8% (49) 626Employ: Government 40% (62) 20% (3) 4% (22) 20% (3) 7% () 56Employ: Self-Employed 40% (84) 8% (39) 6% (34) 2% (44) 4% (8) 209Employ: Homemaker 32% (49) 20% (30) 9% (29) 8% (27) % (7) 53Employ: Student 47% (52) 28% (3) 9% (0) 2% (4) 4% (5) 2Employ: Retired 4% (68) 5% (73) 2% (03) 4% (97) 9% (4) 483Employ: Unemployed 36% (83) 7% (39) 5% (35) 6% (37) 5% (34) 229Employ: Other 32% (77) 22% (53) 4% (34) 7% (4) 4% (32) 237Military HH: Yes 30% (2) 8% (7) 6% (66) 27% (09) 0% (40) 406Military HH: No 3% (560) 20% (352) 7% (3) 23% (47) 9% (58) 799RD/WT: Right Direction 29% (249) 8% (52) 6% (40) 27% (227) 0% (84) 85RD/WT: Wrong Track 32% (432) 20% (272) 7% (237) 22% (299) 8% (4) 354


250



Demographic





Adults 3% (68) 9% (423) 7% (377) 24% (526) 9% (98) 2205Trump Job Approve 29% (267) 6% (47) 7% (55) 27% (250) % (05) 924Trump Job Disapprove 33% (374) 22% (246) 8% (20) 22% (245) 6% (65) 40Trump Job Strongly Approve 29% (40) 6% (78) 6% (76) 30% (46) 0% (50) 490Trump Job Somewhat Approve 29% (27) 6% (69) 8% (79) 24% (04) 2% (54) 434Trump Job Somewhat Disapprove 35% (94) 24% (66) 20% (54) 4% (37) 8% (2) 272Trump Job Strongly Disapprove 32% (280) 2% (79) 8% (57) 24% (208) 5% (44) 868Favorable of Trump 30% (269) 6% (50) 6% (47) 28% (256) 0% (89) 9Unfavorable of Trump 32% (362) 2% (243) 9% (25) 2% (238) 6% (73) 30Very Favorable of Trump 30% (64) 7% (90) 5% (8) 29% (60) 9% (48) 543Somewhat Favorable of Trump 28% (05) 6% (60) 8% (66) 26% (96) % (4) 368Somewhat Unfavorable of Trump 30% (67) 22% (48) 9% (43) 5% (34) 4% (3) 223Very Unfavorable of Trump 32% (295) 2% (94) 9% (72) 23% (204) 5% (4) 907#1 Issue: Economy 34% (203) 22% (28) 8% (04) 7% (98) 9% (55) 588#1 Issue: Security 23% (99) 5% (65) 8% (76) 34% (46) 0% (43) 430#1 Issue: Health Care 35% (35) 7% (65) 8% (7) 23% (88) 7% (26) 385#1 Issue: Medicare / Social Security 9% (56) 9% (56) 22% (65) 3% (94) 0% (29) 299#1 Issue: Women’s Issues 36% (43) 3% (37) 4% (7) 7% (20) 3% (3) 22#1 Issue: Education 40% (60) 2% (3) 2% (7) 8% (27) % (6) 5#1 Issue: Energy 32% (32) 23% (23) 5% (5) 22% (22) 9% (0) 02#1 Issue: Other 4% (53) 3% (7) 9% () 24% (3) 3% (6) 292018 House Vote: Democrat 29% (223) 22% (68) 9% (46) 24% (86) 6% (48) 7702018 House Vote: Republican 28% (89) 5% (02) 8% (9) 30% (200) 9% (62) 6722018 House Vote: Someone else 34% (38) 9% (2) 8% (20) 8% (20) % (2) 02018 House Vote: Didnt Vote 36% (232) 20% (3) 4% (92) 8% (8) 2% (77) 6502016 Vote: Hillary Clinton 28% (84) 2% (4) 20% (33) 25% (69) 5% (36) 6632016 Vote: Donald Trump 25% (70) 6% (05) 6% (07) 33% (222) 0% (65) 6682016 Vote: Someone else 33% (65) 9% (38) 2% (4) 7% (34) 9% (9) 962016 Vote: Didnt Vote 39% (260) 2% (40) 4% (95) 5% (0) 2% (79) 675



251

Table AVE12_4


Demographic





Adults 3% (68) 9% (423) 7% (377) 24% (526) 9% (98) 2205Voted in 2014: Yes 27% (374) 8% (25) 8% (252) 28% (377) 8% (0) 364Voted in 2014: No 37% (307) 20% (72) 5% (25) 8% (48) 0% (88) 842012 Vote: Barack Obama 29% (239) 2% (73) 8% (49) 25% (20) 7% (54) 872012 Vote: Mitt Romney 23% (20) 5% (78) 8% (94) 35% (85) 9% (48) 5242012 Vote: Other 25% (25) 2% (22) 6% (7) 25% (26) 4% (4) 032012 Vote: Didn’t Vote 39% (297) 20% (5) 5% (6) 5% (3) % (8) 7584-Region: Northeast 27% (05) 20% (8) 7% (67) 27% (08) 9% (34) 3944-Region: Midwest 32% (47) 6% (76) 6% (76) 27% (24) 9% (4) 4634-Region: South 3% (257) 9% (59) 7% (4) 23% (86) 0% (83) 8264-Region: West 33% (73) 2% (08) 8% (92) 2% (08) 8% (40) 52Evangelical 29% (83) 5% (98) 2% (37) 24% (54) % (68) 640Non-Evangelical 32% (498) 2% (326) 5% (240) 24% (372) 8% (30) 565TV shows: Every day 35% (38) 9% (204) 7% (9) 22% (24) 7% (77) 095TV shows: Several times per week 29% (58) 22% (5) 8% (95) 24% (29) 7% (38) 536TV shows: About once per week 3% (42) 9% (25) 2% (6) 30% (40) 8% (0) 34TV shows: Several times per month 33% (37) 2% (24) 5% (7) 25% (29) 6% (7) 3TV shows: About once per month 4% (0) 20% (4) 20% (4) 20% (4) 26% (8) 7TV shows: Less often than once per month 27% (27) 7% (7) 9% (9) 26% (26) 2% (2) 00TV shows: Never 7% (26) 4% (23) 6% (25) 30% (46) 23% (35) 56Movies: Every day 48% (26) 8% (83) 3% (60) 4% (64) 7% (32) 455Movies: Several times per week 36% (99) 22% (23) 6% (89) 20% () 7% (36) 558Movies: About once per week 30% (08) 23% (84) 7% (63) 22% (78) 8% (28) 362Movies: Several times per month 24% (67) 8% (5) 2% (60) 28% (80) 8% (23) 28Movies: About once per month 22% (38) 23% (40) 9% (33) 27% (46) 9% (6) 72Movies: Less often than once per month 3% (27) 5% (3) 22% (46) 40% (84) % (23) 2Movies: Never 6% (27) 7% () 6% (26) 38% (63) 24% (40) 66


252



Demographic





Adults 3% (68) 9% (423) 7% (377) 24% (526) 9% (98) 2205Sports: Every day 42% (83) 5% (29) 7% (34) 2% (42) 5% () 98Sports: Several times per week 35% (4) 20% (66) 4% (46) 23% (77) 8% (26) 330Sports: About once per week 28% (77) 22% (59) 20% (54) 22% (60) 8% (22) 272Sports: Several times per month 33% (52) 6% (26) 20% (32) 2% (33) 0% (5) 58Sports: About once per month 30% (45) 28% (42) 2% (8) 23% (35) 7% () 5Sports: Less often than once per month 28% (06) 7% (65) 20% (76) 25% (93) 0% (37) 378Sports: Never 28% (204) 9% (37) 6% (6) 26% (86) 0% (75) 78Cable: I currently subscribe 30% (305) 8% (78) 8% (82) 25% (25) 0% (99) 05Cable: I subscribed in the past 29% (233) 23% (86) 9% (49) 2% (69) 7% (57) 793Cable: I have never subscribed 36% (43) 5% (60) 2% (47) 26% (05) % (43) 397Satellite television: I currently subscribe 33% (63) 7% (83) 7% (83) 24% (6) 0% (47) 492Satellite television: I subscribed in the past 30% (26) 20% (42) 20% (39) 2% (47) 9% (66) 70Satellite television: I have never subscribed 30% (302) 20% (98) 6% (56) 26% (263) 8% (84) 003Streaming service: I currently subscribe 36% (443) 22% (264) 6% (98) 9% (229) 8% (96) 229Streaming service: I subscribed in the past 3% (80) 20% (50) 7% (43) 24% (60) 8% (2) 255Streaming service: I have never subscribed 22% (59) 5% (09) 9% (36) 33% (237) % (8) 72Film: An avid fan 45% (350) 2% (6) 4% (05) 5% (2) 6% (43) 770Film: A casual fan 24% (28) 20% (236) 20% (227) 26% (304) 0% (4) 6Film: Not a fan 8% (50) 0% (27) 7% (46) 40% (09) 5% (42) 274Television: An avid fan 36% (377) 9% (202) 6% (69) 22% (225) 6% (65) 038Television: A casual fan 26% (263) 20% (20) 8% (84) 26% (259) 0% (00) 006Television: Not a fan 26% (42) 3% (2) 5% (24) 26% (42) 20% (33) 6Music: An avid fan 38% (450) 9% (222) 7% (95) 20% (234) 7% (8) 82Music: A casual fan 23% (20) 20% (86) 9% (7) 28% (256) 0% (89) 92Music: Not a fan 9% (2) 4% (6) 0% () 32% (35) 26% (29) Fashion: An avid fan 4% (36) 9% (65) 6% (55) 7% (55) 7% (23) 334Fashion: A casual fan 29% (259) 22% (94) 6% (46) 24% (23) 9% (85) 896Fashion: Not a fan 29% (287) 7% (64) 8% (76) 26% (257) 9% (90) 975



253

Table AVE12_4


Demographic





Adults 3% (68) 9% (423) 7% (377) 24% (526) 9% (98) 2205Sporting events: Every day 42% (83) 5% (29) 7% (34) 2% (42) 5% () 98Sporting events: Several times per week 35% (4) 20% (66) 4% (46) 23% (77) 8% (26) 330Sporting events: About once per week 28% (77) 22% (59) 20% (54) 22% (60) 8% (22) 272Sporting events: Several times per month 33% (52) 6% (26) 20% (32) 2% (33) 0% (5) 58Sporting events: About once per month 30% (45) 28% (42) 2% (8) 23% (35) 7% () 5Sporting events: Less often than once per month 28% (06) 7% (65) 20% (76) 25% (93) 0% (37) 378Sporting events: Never 28% (204) 9% (37) 6% (6) 26% (86) 0% (75) 78Cable television: I currently subscribe 30% (305) 8% (78) 8% (82) 25% (25) 0% (99) 05Cable television: I subscribed in the past 29% (233) 23% (86) 9% (49) 2% (69) 7% (57) 793Cable television: I have never subscribed 36% (43) 5% (60) 2% (47) 26% (05) % (43) 397Satellite television: I currently subscribe 33% (63) 7% (83) 7% (83) 24% (6) 0% (47) 492Satellite television: I subscribed in the past 30% (26) 20% (42) 20% (39) 2% (47) 9% (66) 70Satellite television: I have never subscribed 30% (302) 20% (98) 6% (56) 26% (263) 8% (84) 003Streaming service: I currently subscribe 36% (443) 22% (264) 6% (98) 9% (229) 8% (96) 229Streaming service: I subscribed in the past 3% (80) 20% (50) 7% (43) 24% (60) 8% (2) 255Streaming service: I have never subscribed 22% (59) 5% (09) 9% (36) 33% (237) % (8) 72Film: An avid fan 45% (350) 2% (6) 4% (05) 5% (2) 6% (43) 770Film: A casual fan 24% (28) 20% (236) 20% (227) 26% (304) 0% (4) 6Film: Not a fan 8% (50) 0% (27) 7% (46) 40% (09) 5% (42) 274Television: An avid fan 36% (377) 9% (202) 6% (69) 22% (225) 6% (65) 038Television: A casual fan 26% (263) 20% (20) 8% (84) 26% (259) 0% (00) 006Television: Not a fan 26% (42) 3% (2) 5% (24) 26% (42) 20% (33) 6Music: An avid fan 38% (450) 9% (222) 7% (95) 20% (234) 7% (8) 82Music: A casual fan 23% (20) 20% (86) 9% (7) 28% (256) 0% (89) 92Music: Not a fan 9% (2) 4% (6) 0% () 32% (35) 26% (29) Fashion: An avid fan 4% (36) 9% (65) 6% (55) 7% (55) 7% (23) 334Fashion: A casual fan 29% (259) 22% (94) 6% (46) 24% (23) 9% (85) 896Fashion: Not a fan 29% (287) 7% (64) 8% (76) 26% (257) 9% (90) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


254


Table AVE12_5: Would you watch a TV show with the following Marvel superheroes as the leading character?Hawkeye

Demographic





Adults 25% (554) 25% (560) 9% (48) 22% (494) 8% (79) 2205Gender: Male 29% (309) 28% (294) 9% (99) 8% (9) 7% (7) 064Gender: Female 2% (245) 23% (266) 9% (29) 27% (303) 9% (08) 4Age: 18-29 34% (59) 24% (5) 9% (9) 5% (68) 8% (37) 47Age: 30-44 3% (69) 27% (49) 7% (92) 6% (90) 8% (44) 544Age: 45-54 27% (05) 29% (6) 7% (68) 9% (73) 8% (30) 392Age: 55-64 20% (7) 23% (83) 23% (8) 26% (93) 9% (33) 360Age: 65+ % (50) 22% (97) 9% (85) 39% (69) 8% (36) 437Generation Z: 18-21 29% (48) 27% (44) 2% (35) 4% (23) 9% (5) 65Millennial: Age 22-37 35% (222) 24% (53) 7% () 5% (98) 8% (50) 635Generation X: Age 38-53 27% (54) 30% (73) 8% (99) 8% (02) 7% (40) 568Boomers: Age 54-72 6% (5) 23% (59) 22% (57) 30% (22) 9% (64) 706PID: Dem (no lean) 26% (88) 24% (75) 22% (57) 2% (48) 8% (54) 722PID: Ind (no lean) 24% (95) 27% (220) 7% (33) 2% (68) % (85) 800PID: Rep (no lean) 25% (72) 24% (66) 9% (27) 26% (78) 6% (39) 682PID/Gender: DemMen 33% (07) 22% (7) 23% (74) 5% (50) 7% (22) 324PID/Gender: DemWomen 20% (80) 26% (03) 2% (83) 25% (98) 8% (32) 398PID/Gender: Ind Men 27% (98) 33% (20) 3% (47) 8% (67) 0% (35) 366PID/Gender: Ind Women 22% (97) 23% (99) 20% (87) 23% (0) 2% (5) 434PID/Gender: Rep Men 28% (04) 27% (03) 2% (78) 20% (74) 4% (5) 374PID/Gender: Rep Women 22% (68) 20% (63) 6% (49) 34% (04) 8% (25) 308Ideo: Liberal (1-3) 28% (96) 23% (60) 2% (47) 2% (47) 8% (60) 70Ideo: Moderate (4) 2% (97) 29% (35) 9% (85) 25% (3) 6% (29) 459Ideo: Conservative (5-7) 23% (67) 26% (84) 9% (40) 25% (79) 7% (49) 78Educ: < College 27% (409) 25% (380) 9% (283) 20% (307) 9% (37) 56Educ: Bachelors degree 20% (87) 27% (2) 2% (92) 27% (8) 6% (26) 445Educ: Post-grad 24% (58) 24% (60) 7% (42) 28% (68) 7% (6) 245



255

Table AVE12_5


Demographic





Adults 25% (554) 25% (560) 9% (48) 22% (494) 8% (79) 2205Income: Under 50k 26% (354) 26% (36) 9% (257) 20% (276) 9% (24) 37Income: 50k-100k 25% (4) 22% (26) 20% (5) 26% (49) 6% (34) 565Income: 100k+ 22% (59) 27% (73) 7% (46) 26% (69) 8% (22) 269Ethnicity: White 23% (398) 25% (430) 9% (336) 24% (47) 8% (45) 726Ethnicity: Hispanic 3% (09) 32% (2) 9% (66) % (40) 7% (24) 350Ethnicity: Afr. Am. 34% (93) 25% (70) 9% (53) 5% (42) 6% (7) 275Ethnicity: Other 3% (62) 30% (6) 4% (29) 7% (35) 9% (7) 204Relig: Protestant 2% (0) 24% (3) 23% (09) 25% (20) 6% (28) 47Relig: Roman Catholic 2% (82) 24% (93) 9% (70) 28% (08) 7% (28) 380Relig: Ath./Agn./None 27% (77) 27% (8) 8% (8) 9% (27) 9% (6) 664Relig: Something Else 30% (4) 24% (93) 5% (57) 23% (87) 8% (30) 382Relig: Jewish 28% (5) 7% (4) 22% (2) 35% (9) 9% (5) 53Relig: All Christian 23% (263) 25% (286) 2% (243) 24% (279) 8% (88) 59Relig: All Non-Christian 28% (29) 26% (274) 7% (75) 2% (24) 9% (9) 046Community: Urban 28% (74) 27% (65) 20% (22) 8% (09) 8% (48) 68Community: Suburban 23% (27) 25% (236) 9% (79) 25% (233) 8% (74) 939Community: Rural 25% (62) 25% (59) 8% (7) 23% (52) 9% (57) 648Employ: Private Sector 30% (87) 30% (85) 8% (0) 8% (4) 5% (30) 626Employ: Government 26% (4) 8% (27) 20% (32) 27% (43) 8% (3) 56Employ: Self-Employed 30% (63) 27% (56) 8% (37) 9% (39) 6% (4) 209Employ: Homemaker 2% (32) 26% (39) 25% (39) 2% (32) 7% () 53Employ: Student 27% (30) 26% (29) 24% (27) 6% (8) 6% (7) 2Employ: Retired 6% (77) 2% (04) 8% (89) 35% (68) 9% (45) 483Employ: Unemployed 27% (62) 27% (6) 9% (43) 8% (42) 9% (2) 229Employ: Other 26% (6) 25% (59) 7% (4) 6% (38) 7% (39) 237Military HH: Yes 23% (93) 26% (07) 9% (79) 25% (03) 6% (24) 406Military HH: No 26% (460) 25% (453) 9% (339) 22% (390) 9% (56) 799RD/WT: Right Direction 28% (235) 25% (22) 6% (40) 23% (94) 8% (69) 85RD/WT: Wrong Track 24% (39) 26% (348) 20% (277) 22% (299) 8% (0) 354


256



Demographic





Adults 25% (554) 25% (560) 9% (48) 22% (494) 8% (79) 2205Trump Job Approve 26% (243) 25% (234) 7% (57) 24% (28) 8% (72) 924Trump Job Disapprove 24% (276) 26% (299) 2% (236) 22% (250) 7% (80) 40Trump Job Strongly Approve 28% (35) 24% (8) 6% (77) 24% (8) 9% (42) 490Trump Job Somewhat Approve 25% (08) 27% (6) 9% (80) 23% (00) 7% (3) 434Trump Job Somewhat Disapprove 25% (68) 29% (80) 2% (57) 8% (48) 7% (8) 272Trump Job Strongly Disapprove 24% (208) 25% (28) 2% (78) 23% (202) 7% (6) 868Favorable of Trump 25% (23) 25% (229) 7% (59) 25% (232) 7% (6) 9Unfavorable of Trump 24% (277) 26% (293) 2% (242) 2% (236) 7% (82) 30Very Favorable of Trump 28% (52) 25% (36) 6% (87) 25% (35) 6% (33) 543Somewhat Favorable of Trump 22% (80) 25% (92) 9% (72) 26% (96) 8% (28) 368Somewhat Unfavorable of Trump 25% (57) 27% (6) 24% (53) 6% (36) 8% (8) 223Very Unfavorable of Trump 24% (220) 26% (232) 2% (90) 22% (20) 7% (64) 907#1 Issue: Economy 28% (65) 28% (62) 9% (3) 8% (05) 7% (42) 588#1 Issue: Security 22% (96) 23% (97) 9% (84) 27% (6) 9% (37) 430#1 Issue: Health Care 29% (2) 25% (96) 9% (74) 2% (80) 6% (23) 385#1 Issue: Medicare / Social Security 7% (5) 27% (80) 5% (46) 3% (93) 0% (29) 299#1 Issue: Women’s Issues 24% (29) 29% (36) 20% (25) 22% (27) 4% (5) 22#1 Issue: Education 30% (45) 22% (34) 2% (32) 8% (27) 8% (3) 5#1 Issue: Energy 9% (9) 25% (25) 27% (28) 2% (2) 9% (9) 02#1 Issue: Other 30% (38) 23% (30) 2% (6) 9% (24) 6% (2) 292018 House Vote: Democrat 24% (87) 24% (87) 20% (55) 24% (8) 8% (60) 7702018 House Vote: Republican 24% (60) 27% (82) 8% (23) 24% (59) 7% (48) 6722018 House Vote: Someone else 25% (27) 27% (30) 2% (3) 26% (29) 0% () 02018 House Vote: Didnt Vote 28% (80) 25% (60) 20% (27) 9% (23) 9% (60) 6502016 Vote: Hillary Clinton 24% (59) 24% (59) 22% (44) 23% (50) 8% (5) 6632016 Vote: Donald Trump 22% (45) 27% (80) 7% (4) 28% (86) 7% (44) 6682016 Vote: Someone else 25% (49) 25% (48) 9% (37) 2% (4) 0% (20) 962016 Vote: Didnt Vote 29% (99) 26% (73) 8% (23) 7% (6) 0% (65) 675



257

Table AVE12_5


Demographic





Adults 25% (554) 25% (560) 9% (48) 22% (494) 8% (79) 2205Voted in 2014: Yes 23% (33) 25% (344) 9% (260) 25% (343) 8% (04) 364Voted in 2014: No 29% (24) 26% (26) 9% (58) 8% (5) 9% (76) 842012 Vote: Barack Obama 25% (207) 26% (23) 9% (5) 22% (84) 8% (62) 872012 Vote: Mitt Romney 20% (03) 26% (36) 9% (00) 29% (49) 7% (36) 5242012 Vote: Other 9% (9) 25% (26) 9% (9) 28% (29) 0% (0) 032012 Vote: Didn’t Vote 30% (225) 24% (86) 9% (46) 7% (3) 9% (70) 7584-Region: Northeast 23% (9) 2% (85) 22% (85) 25% (99) 9% (35) 3944-Region: Midwest 26% (2) 24% (2) 6% (75) 25% (7) 9% (40) 4634-Region: South 25% (209) 26% (29) 7% (44) 22% (85) 8% (69) 8264-Region: West 26% (33) 28% (45) 22% (4) 8% (93) 7% (36) 52Evangelical 25% (6) 24% (56) 2% (35) 22% (38) 8% (49) 640Non-Evangelical 25% (392) 26% (404) 8% (283) 23% (355) 8% (30) 565TV shows: Every day 30% (33) 26% (279) 9% (206) 9% (23) 6% (65) 095TV shows: Several times per week 24% (30) 27% (47) 20% (05) 22% (20) 7% (35) 536TV shows: About once per week 23% (30) 20% (26) 9% (26) 3% (4) 8% () 34TV shows: Several times per month 2% (24) 30% (34) 5% (7) 27% (30) 7% (7) 3TV shows: About once per month % (8) 2% (5) 27% (9) 2% (5) 2% (5) 7TV shows: Less often than once per month 5% (5) 27% (27) 2% (2) 27% (27) 0% (0) 00TV shows: Never % (6) 20% (32) 5% (24) 3% (48) 23% (36) 56Movies: Every day 43% (95) 28% (26) 3% (59) 2% (54) 5% (2) 455Movies: Several times per week 28% (59) 27% (52) 22% (20) 8% (98) 5% (29) 558Movies: About once per week 22% (8) 28% (00) 20% (73) 2% (78) 9% (3) 362Movies: Several times per month 9% (54) 30% (84) 2% (59) 22% (6) 8% (23) 28Movies: About once per month 7% (29) 2% (36) 20% (35) 30% (52) 2% (20) 72Movies: Less often than once per month 9% (9) 22% (47) 22% (46) 4% (86) 7% (4) 2Movies: Never % (8) 0% (6) 6% (26) 39% (65) 25% (4) 66


258



Demographic





Adults 25% (554) 25% (560) 9% (48) 22% (494) 8% (79) 2205Sports: Every day 44% (87) 9% (38) 3% (27) 20% (40) 4% (8) 98Sports: Several times per week 29% (97) 27% (90) 8% (6) 20% (68) 5% (5) 330Sports: About once per week 22% (59) 33% (9) 8% (48) 9% (5) 8% (22) 272Sports: Several times per month 22% (35) 29% (46) 9% (30) 20% (32) 9% (5) 58Sports: About once per month 23% (35) 3% (46) 22% (33) 20% (30) 5% (7) 5Sports: Less often than once per month 22% (85) 27% (04) 22% (83) 2% (78) 8% (29) 378Sports: Never 22% (56) 20% (46) 9% (37) 27% (95) 2% (84) 78Cable: I currently subscribe 27% (27) 25% (252) 9% (93) 22% (224) 7% (75) 05Cable: I subscribed in the past 22% (72) 28% (222) 2% (63) 22% (72) 8% (64) 793Cable: I have never subscribed 28% () 22% (86) 5% (6) 25% (98) 0% (40) 397Satellite television: I currently subscribe 32% (59) 9% (95) 6% (80) 24% (6) 9% (43) 492Satellite television: I subscribed in the past 22% (56) 29% (205) 20% (39) 2% (47) 9% (63) 70Satellite television: I have never subscribed 24% (239) 26% (26) 20% (99) 23% (230) 7% (74) 003Streaming service: I currently subscribe 29% (356) 27% (33) 9% (238) 7% (2) 8% (93) 229Streaming service: I subscribed in the past 27% (68) 28% (72) 7% (43) 2% (55) 7% (8) 255Streaming service: I have never subscribed 8% (30) 22% (58) 9% (36) 32% (229) 9% (68) 72Film: An avid fan 4% (38) 23% (80) 7% (28) 3% (03) 5% (4) 770Film: A casual fan 7% (94) 29% (342) 22% (253) 24% (275) 8% (98) 6Film: Not a fan 5% (4) 4% (39) 4% (37) 42% (6) 5% (40) 274Television: An avid fan 33% (343) 25% (258) 8% (88) 8% (89) 6% (6) 038Television: A casual fan 8% (84) 27% (275) 2% (20) 25% (249) 9% (89) 006Television: Not a fan 7% (27) 7% (27) 3% (20) 35% (56) 8% (30) 6Music: An avid fan 30% (36) 25% (298) 8% (28) 9% (228) 7% (77) 82Music: A casual fan 20% (78) 27% (242) 20% (84) 25% (230) 9% (78) 92Music: Not a fan 4% (5) 7% (9) 4% (6) 33% (36) 22% (24) Fashion: An avid fan 33% (2) 27% (89) 6% (54) 7% (56) 7% (24) 334Fashion: A casual fan 23% (209) 28% (249) 20% (78) 22% (93) 8% (68) 896Fashion: Not a fan 24% (234) 23% (222) 9% (86) 25% (245) 9% (88) 975



259

Table AVE12_5


Demographic





Adults 25% (554) 25% (560) 9% (48) 22% (494) 8% (79) 2205Sporting events: Every day 44% (87) 9% (38) 3% (27) 20% (40) 4% (8) 98Sporting events: Several times per week 29% (97) 27% (90) 8% (6) 20% (68) 5% (5) 330Sporting events: About once per week 22% (59) 33% (9) 8% (48) 9% (5) 8% (22) 272Sporting events: Several times per month 22% (35) 29% (46) 9% (30) 20% (32) 9% (5) 58Sporting events: About once per month 23% (35) 3% (46) 22% (33) 20% (30) 5% (7) 5Sporting events: Less often than once per month 22% (85) 27% (04) 22% (83) 2% (78) 8% (29) 378Sporting events: Never 22% (56) 20% (46) 9% (37) 27% (95) 2% (84) 78Cable television: I currently subscribe 27% (27) 25% (252) 9% (93) 22% (224) 7% (75) 05Cable television: I subscribed in the past 22% (72) 28% (222) 2% (63) 22% (72) 8% (64) 793Cable television: I have never subscribed 28% () 22% (86) 5% (6) 25% (98) 0% (40) 397Satellite television: I currently subscribe 32% (59) 9% (95) 6% (80) 24% (6) 9% (43) 492Satellite television: I subscribed in the past 22% (56) 29% (205) 20% (39) 2% (47) 9% (63) 70Satellite television: I have never subscribed 24% (239) 26% (26) 20% (99) 23% (230) 7% (74) 003Streaming service: I currently subscribe 29% (356) 27% (33) 9% (238) 7% (2) 8% (93) 229Streaming service: I subscribed in the past 27% (68) 28% (72) 7% (43) 2% (55) 7% (8) 255Streaming service: I have never subscribed 8% (30) 22% (58) 9% (36) 32% (229) 9% (68) 72Film: An avid fan 4% (38) 23% (80) 7% (28) 3% (03) 5% (4) 770Film: A casual fan 7% (94) 29% (342) 22% (253) 24% (275) 8% (98) 6Film: Not a fan 5% (4) 4% (39) 4% (37) 42% (6) 5% (40) 274Television: An avid fan 33% (343) 25% (258) 8% (88) 8% (89) 6% (6) 038Television: A casual fan 8% (84) 27% (275) 2% (20) 25% (249) 9% (89) 006Television: Not a fan 7% (27) 7% (27) 3% (20) 35% (56) 8% (30) 6Music: An avid fan 30% (36) 25% (298) 8% (28) 9% (228) 7% (77) 82Music: A casual fan 20% (78) 27% (242) 20% (84) 25% (230) 9% (78) 92Music: Not a fan 4% (5) 7% (9) 4% (6) 33% (36) 22% (24) Fashion: An avid fan 33% (2) 27% (89) 6% (54) 7% (56) 7% (24) 334Fashion: A casual fan 23% (209) 28% (249) 20% (78) 22% (93) 8% (68) 896Fashion: Not a fan 24% (234) 23% (222) 9% (86) 25% (245) 9% (88) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


260


Table AVE12_6: Would you watch a TV show with the following Marvel superheroes as the leading character?Loki

Demographic





Adults 26% (578) 2% (470) 9% (422) 25% (542) 9% (93) 2205Gender: Male 30% (320) 22% (237) 20% (22) 2% (29) 7% (77) 064Gender: Female 23% (258) 20% (234) 8% (20) 28% (323) 0% (6) 4Age: 18-29 45% (22) 20% (95) 3% (64) 4% (67) 7% (34) 47Age: 30-44 35% (88) 23% (23) 7% (92) 7% (92) 9% (48) 544Age: 45-54 22% (88) 25% (99) 20% (79) 22% (87) 0% (38) 392Age: 55-64 5% (55) 23% (8) 2% (76) 30% (08) % (4) 360Age: 65+ 8% (35) 6% (72) 25% () 43% (88) 7% (32) 437Generation Z: 18-21 4% (67) 2% (35) % (9) 7% (28) 9% (5) 65Millennial: Age 22-37 42% (269) 20% (29) 6% (00) 4% (89) 8% (48) 635Generation X: Age 38-53 26% (48) 25% (42) 9% (06) 2% (20) 9% (5) 568Boomers: Age 54-72 2% (86) 20% (42) 24% (70) 34% (239) 0% (70) 706PID: Dem (no lean) 30% (28) 22% (57) 9% (38) 2% (50) 8% (60) 722PID: Ind (no lean) 27% (220) 23% (80) 7% (35) 23% (88) 0% (78) 800PID: Rep (no lean) 2% (40) 20% (33) 22% (49) 30% (205) 8% (56) 682PID/Gender: DemMen 38% (23) 2% (67) 9% (62) 6% (53) 6% (20) 324PID/Gender: DemWomen 24% (95) 23% (90) 9% (76) 24% (97) 0% (40) 398PID/Gender: Ind Men 30% (09) 24% (89) 7% (64) 20% (72) 9% (3) 366PID/Gender: Ind Women 26% () 2% (9) 6% (7) 26% (5) % (46) 434PID/Gender: Rep Men 24% (88) 2% (80) 23% (87) 25% (94) 7% (25) 374PID/Gender: Rep Women 7% (52) 7% (53) 20% (62) 36% () 0% (30) 308Ideo: Liberal (1-3) 34% (240) 22% (55) 6% (4) 2% (49) 7% (52) 70Ideo: Moderate (4) 23% (08) 22% (03) 22% (99) 26% (2) 6% (29) 459Ideo: Conservative (5-7) 9% (39) 2% (52) 22% (6) 29% (20) 8% (56) 78Educ: < College 28% (429) 2% (39) 9% (282) 22% (33) 0% (56) 56Educ: Bachelors degree 20% (9) 23% (04) 2% (94) 30% (34) 5% (22) 445Educ: Post-grad 24% (58) 9% (47) 9% (46) 32% (77) 6% (6) 245



261

Table AVE12_6


Demographic





Adults 26% (578) 2% (470) 9% (422) 25% (542) 9% (93) 2205Income: Under 50k 28% (380) 2% (294) 9% (262) 22% (295) 0% (39) 37Income: 50k-100k 24% (33) 22% (22) 20% (2) 29% (62) 6% (35) 565Income: 100k+ 24% (65) 20% (54) 8% (47) 3% (85) 7% (9) 269Ethnicity: White 23% (399) 2% (362) 20% (340) 28% (477) 9% (48) 726Ethnicity: Hispanic 40% (4) 27% (94) 2% (43) 3% (44) 8% (28) 350Ethnicity: Afr. Am. 36% (99) 23% (64) 9% (52) 5% (4) 7% (9) 275Ethnicity: Other 39% (80) 22% (45) 5% (30) 2% (24) 3% (26) 204Relig: Protestant 8% (84) 20% (94) 24% (3) 3% (48) 7% (33) 47Relig: Roman Catholic 2% (80) 22% (82) 9% (72) 3% (7) 8% (29) 380Relig: Ath./Agn./None 32% (23) 2% (40) 8% (9) 20% (36) 9% (57) 664Relig: Something Else 32% (2) 23% (89) 3% (50) 23% (88) 9% (34) 382Relig: Jewish 25% (3) 4% (7) 3% (7) 40% (22) 8% (4) 53Relig: All Christian 2% (245) 2% (24) 22% (252) 27% (39) 9% (03) 59Relig: All Non-Christian 32% (333) 22% (229) 6% (70) 2% (223) 9% (90) 046Community: Urban 3% (92) 24% (47) 7% (07) 8% (2) 0% (6) 68Community: Suburban 24% (227) 22% (204) 20% (90) 27% (25) 7% (68) 939Community: Rural 25% (59) 9% (20) 9% (25) 28% (79) 0% (64) 648Employ: Private Sector 29% (8) 27% (72) 7% (06) 2% (29) 6% (38) 626Employ: Government 32% (50) 4% (22) 20% (3) 25% (39) 9% (5) 56Employ: Self-Employed 39% (8) 9% (40) 7% (36) 22% (45) 3% (7) 209Employ: Homemaker 27% (42) 7% (25) 27% (4) 9% (28) % (6) 53Employ: Student 39% (43) 27% (30) 4% (6) 5% (7) 5% (6) 2Employ: Retired 2% (57) 7% (82) 23% (09) 4% (96) 8% (40) 483Employ: Unemployed 26% (59) 23% (52) 20% (45) 9% (44) 3% (29) 229Employ: Other 27% (65) 20% (48) 6% (38) 8% (43) 8% (43) 237Military HH: Yes 26% (07) 23% (94) 9% (75) 26% (04) 6% (26) 406Military HH: No 26% (470) 2% (376) 9% (347) 24% (438) 9% (68) 799RD/WT: Right Direction 24% (208) 20% (66) 20% (70) 27% (226) 9% (80) 85RD/WT: Wrong Track 27% (370) 22% (304) 9% (252) 23% (35) 8% (3) 354


262



Demographic





Adults 26% (578) 2% (470) 9% (422) 25% (542) 9% (93) 2205Trump Job Approve 24% (28) 20% (86) 20% (88) 27% (247) 9% (85) 924Trump Job Disapprove 29% (325) 23% (259) 9% (28) 23% (262) 7% (75) 40Trump Job Strongly Approve 2% (0) 2% (0) 2% (02) 29% (44) 9% (42) 490Trump Job Somewhat Approve 27% (7) 9% (84) 20% (86) 24% (03) 0% (43) 434Trump Job Somewhat Disapprove 3% (85) 22% (59) 2% (57) 20% (55) 6% (7) 272Trump Job Strongly Disapprove 28% (240) 23% (200) 9% (6) 24% (207) 7% (59) 868Favorable of Trump 23% (208) 2% (90) 20% (84) 28% (255) 8% (74) 9Unfavorable of Trump 29% (327) 23% (254) 9% (28) 23% (256) 7% (76) 30Very Favorable of Trump 22% (20) 20% (0) 2% (2) 29% (58) 8% (43) 543Somewhat Favorable of Trump 24% (88) 22% (80) 20% (73) 26% (97) 8% (3) 368Somewhat Unfavorable of Trump 30% (67) 22% (49) 22% (48) 2% (46) 6% (2) 223Very Unfavorable of Trump 29% (259) 23% (205) 9% (70) 23% (209) 7% (63) 907#1 Issue: Economy 34% (97) 22% (30) 9% (0) 20% (5) 6% (36) 588#1 Issue: Security 7% (75) 8% (78) 22% (94) 32% (39) % (45) 430#1 Issue: Health Care 28% (08) 23% (88) 8% (69) 25% (95) 7% (26) 385#1 Issue: Medicare / Social Security 4% (42) 25% (76) 8% (54) 32% (96) 0% (3) 299#1 Issue: Women’s Issues 33% (40) 22% (26) 22% (26) 7% (2) 7% (9) 22#1 Issue: Education 33% (50) 20% (30) 7% (26) 9% (29) % (7) 5#1 Issue: Energy 27% (28) 20% (2) 27% (28) 2% (2) 5% (5) 02#1 Issue: Other 3% (40) 7% (22) 2% (6) 20% (26) 9% (25) 292018 House Vote: Democrat 29% (223) 20% (54) 2% (59) 23% (79) 7% (55) 7702018 House Vote: Republican 8% (24) 2% (44) 22% (48) 29% (97) 9% (58) 6722018 House Vote: Someone else 22% (25) 24% (27) 6% (8) 27% (30) % (2) 02018 House Vote: Didnt Vote 32% (206) 22% (44) 5% (97) 2% (35) % (68) 6502016 Vote: Hillary Clinton 27% (77) 2% (39) 2% (36) 24% (58) 8% (53) 6632016 Vote: Donald Trump 7% () 2% (40) 22% (48) 32% (25) 8% (54) 6682016 Vote: Someone else 27% (53) 24% (46) 2% (42) 9% (37) 9% (9) 962016 Vote: Didnt Vote 35% (236) 2% (45) 4% (96) 9% (30) 0% (68) 675



263

Table AVE12_6


Demographic





Adults 26% (578) 2% (470) 9% (422) 25% (542) 9% (93) 2205Voted in 2014: Yes 22% (305) 2% (289) 22% (298) 27% (366) 8% (06) 364Voted in 2014: No 33% (273) 22% (8) 5% (24) 2% (75) 0% (87) 842012 Vote: Barack Obama 27% (224) 22% (83) 20% (6) 23% (86) 8% (62) 872012 Vote: Mitt Romney 4% (74) 20% (03) 24% (25) 34% (80) 8% (42) 5242012 Vote: Other 2% (22) 8% (8) 23% (24) 29% (30) 9% (0) 032012 Vote: Didn’t Vote 34% (258) 22% (66) 5% () 9% (45) 0% (79) 7584-Region: Northeast 22% (86) 8% (7) 20% (78) 30% (20) 0% (40) 3944-Region: Midwest 24% () 2% (97) 9% (90) 28% (29) 8% (37) 4634-Region: South 28% (235) 22% (83) 7% (42) 23% (9) 9% (74) 8264-Region: West 28% (46) 23% (9) 2% (2) 20% (02) 8% (42) 52Evangelical 24% (53) 9% (24) 23% (44) 24% (54) 0% (64) 640Non-Evangelical 27% (425) 22% (346) 8% (278) 25% (388) 8% (29) 565TV shows: Every day 30% (33) 22% (245) 9% (20) 22% (236) 7% (73) 095TV shows: Several times per week 27% (45) 22% (20) 9% (00) 26% (40) 6% (30) 536TV shows: About once per week 27% (36) 20% (27) 7% (22) 28% (38) 7% (0) 34TV shows: Several times per month 6% (8) 26% (30) 2% (24) 28% (32) 8% (9) 3TV shows: About once per month % (8) % (8) 26% (8) 28% (20) 24% (7) 7TV shows: Less often than once per month 4% (4) 23% (23) 23% (23) 30% (30) % () 00TV shows: Never 7% (26) 2% (9) 5% (23) 29% (45) 27% (42) 56Movies: Every day 46% (20) 2% (97) 4% (6) 4% (64) 5% (23) 455Movies: Several times per week 30% (70) 25% (39) 20% (3) 20% () 4% (24) 558Movies: About once per week 23% (85) 22% (8) 22% (79) 23% (84) 9% (33) 362Movies: Several times per month 8% (49) 22% (62) 23% (64) 27% (77) 0% (28) 28Movies: About once per month 7% (30) 22% (38) 7% (29) 32% (56) % (20) 72Movies: Less often than once per month 8% (7) 6% (34) 24% (5) 42% (88) 9% (20) 2Movies: Never 0% (7) % (7) 4% (24) 37% (62) 28% (46) 66


264



Demographic





Adults 26% (578) 2% (470) 9% (422) 25% (542) 9% (93) 2205Sports: Every day 37% (74) 8% (35) 9% (38) 20% (40) 6% (2) 98Sports: Several times per week 33% (08) 23% (77) 9% (63) 2% (70) 4% (3) 330Sports: About once per week 23% (62) 22% (6) 27% (72) 2% (58) 7% (9) 272Sports: Several times per month 26% (4) 22% (34) 9% (30) 23% (37) 0% (6) 58Sports: About once per month 23% (35) 26% (38) 8% (28) 26% (39) 6% (0) 5Sports: Less often than once per month 22% (84) 23% (88) 2% (78) 25% (95) 9% (32) 378Sports: Never 24% (74) 9% (37) 6% (3) 28% (203) 3% (92) 78Cable: I currently subscribe 27% (276) 20% (204) 20% (203) 25% (249) 8% (83) 05Cable: I subscribed in the past 24% (89) 25% (20) 9% (49) 24% (90) 8% (64) 793Cable: I have never subscribed 29% (3) 6% (65) 8% (70) 26% (03) 2% (47) 397Satellite television: I currently subscribe 28% (39) 7% (85) 7% (86) 27% (32) 0% (5) 492Satellite television: I subscribed in the past 25% (80) 24% (69) 20% (4) 22% (56) 9% (64) 70Satellite television: I have never subscribed 26% (260) 22% (26) 9% (95) 25% (253) 8% (79) 003Streaming service: I currently subscribe 3% (38) 23% (28) 9% (229) 2% (255) 7% (84) 229Streaming service: I subscribed in the past 28% (72) 26% (67) 4% (37) 2% (53) 0% (25) 255Streaming service: I have never subscribed 7% (25) 7% (22) 22% (57) 32% (234) 2% (83) 72Film: An avid fan 42% (327) 23% (78) 4% (0) 5% (3) 6% (43) 770Film: A casual fan 9% (220) 22% (26) 22% (259) 27% (39) 9% (03) 6Film: Not a fan % (3) % (3) 20% (53) 40% () 7% (47) 274Television: An avid fan 32% (336) 22% (229) 7% (80) 2% (27) 7% (75) 038Television: A casual fan 2% (2) 22% (27) 2% (23) 28% (279) 8% (85) 006Television: Not a fan 9% (30) 5% (23) 8% (28) 28% (46) 2% (34) 6Music: An avid fan 32% (380) 2% (252) 8% (26) 2% (250) 7% (85) 82Music: A casual fan 20% (83) 22% (200) 2% (90) 29% (26) 9% (79) 92Music: Not a fan 4% (5) 6% (8) 5% (6) 28% (3) 27% (30) Fashion: An avid fan 36% (20) 24% (79) 5% (5) 9% (63) 6% (2) 334Fashion: A casual fan 27% (24) 22% (97) 8% (59) 25% (222) 9% (77) 896Fashion: Not a fan 22% (26) 20% (94) 22% (22) 26% (257) 0% (95) 975



265

Table AVE12_6


Demographic





Adults 26% (578) 2% (470) 9% (422) 25% (542) 9% (93) 2205Sporting events: Every day 37% (74) 8% (35) 9% (38) 20% (40) 6% (2) 98Sporting events: Several times per week 33% (08) 23% (77) 9% (63) 2% (70) 4% (3) 330Sporting events: About once per week 23% (62) 22% (6) 27% (72) 2% (58) 7% (9) 272Sporting events: Several times per month 26% (4) 22% (34) 9% (30) 23% (37) 0% (6) 58Sporting events: About once per month 23% (35) 26% (38) 8% (28) 26% (39) 6% (0) 5Sporting events: Less often than once per month 22% (84) 23% (88) 2% (78) 25% (95) 9% (32) 378Sporting events: Never 24% (74) 9% (37) 6% (3) 28% (203) 3% (92) 78Cable television: I currently subscribe 27% (276) 20% (204) 20% (203) 25% (249) 8% (83) 05Cable television: I subscribed in the past 24% (89) 25% (20) 9% (49) 24% (90) 8% (64) 793Cable television: I have never subscribed 29% (3) 6% (65) 8% (70) 26% (03) 2% (47) 397Satellite television: I currently subscribe 28% (39) 7% (85) 7% (86) 27% (32) 0% (5) 492Satellite television: I subscribed in the past 25% (80) 24% (69) 20% (4) 22% (56) 9% (64) 70Satellite television: I have never subscribed 26% (260) 22% (26) 9% (95) 25% (253) 8% (79) 003Streaming service: I currently subscribe 3% (38) 23% (28) 9% (229) 2% (255) 7% (84) 229Streaming service: I subscribed in the past 28% (72) 26% (67) 4% (37) 2% (53) 0% (25) 255Streaming service: I have never subscribed 7% (25) 7% (22) 22% (57) 32% (234) 2% (83) 72Film: An avid fan 42% (327) 23% (78) 4% (0) 5% (3) 6% (43) 770Film: A casual fan 9% (220) 22% (26) 22% (259) 27% (39) 9% (03) 6Film: Not a fan % (3) % (3) 20% (53) 40% () 7% (47) 274Television: An avid fan 32% (336) 22% (229) 7% (80) 2% (27) 7% (75) 038Television: A casual fan 2% (2) 22% (27) 2% (23) 28% (279) 8% (85) 006Television: Not a fan 9% (30) 5% (23) 8% (28) 28% (46) 2% (34) 6Music: An avid fan 32% (380) 2% (252) 8% (26) 2% (250) 7% (85) 82Music: A casual fan 20% (83) 22% (200) 2% (90) 29% (26) 9% (79) 92Music: Not a fan 4% (5) 6% (8) 5% (6) 28% (3) 27% (30) Fashion: An avid fan 36% (20) 24% (79) 5% (5) 9% (63) 6% (2) 334Fashion: A casual fan 27% (24) 22% (97) 8% (59) 25% (222) 9% (77) 896Fashion: Not a fan 22% (26) 20% (94) 22% (22) 26% (257) 0% (95) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


266


Table AVE12_7: Would you watch a TV show with the following Marvel superheroes as the leading character?Rocket Raccoon

Demographic





Adults 30% (67) 9% (428) 8% (39) 26% (563) 7% (52) 2205Gender: Male 37% (389) 9% (204) 7% (83) 20% (24) 7% (74) 064Gender: Female 25% (282) 20% (225) 8% (208) 3% (348) 7% (78) 4Age: 18-29 48% (227) 25% (9) % (53) 0% (45) 6% (27) 47Age: 30-44 4% (22) 20% (08) 6% (89) 6% (85) 7% (4) 544Age: 45-54 26% (02) 20% (78) 2% (82) 25% (99) 8% (32) 392Age: 55-64 6% (59) 20% (7) 2% (74) 37% (33) 6% (23) 360Age: 65+ 4% (63) 2% (52) 2% (93) 46% (20) 7% (30) 437Generation Z: 18-21 46% (76) 30% (49) 0% (7) 8% (2) 6% (0) 65Millennial: Age 22-37 46% (292) 2% (34) 3% (85) 3% (80) 7% (44) 635Generation X: Age 38-53 30% (7) 2% (7) 20% (4) 22% (26) 7% (40) 568Boomers: Age 54-72 6% (5) 6% (5) 2% (5) 39% (276) 7% (49) 706PID: Dem (no lean) 30% (29) 2% (48) 7% (23) 26% (90) 6% (42) 722PID: Ind (no lean) 32% (254) 2% (66) 7% (37) 23% (8) 8% (63) 800PID: Rep (no lean) 29% (98) 7% (4) 9% (3) 28% (92) 7% (47) 682PID/Gender: DemMen 42% (36) 7% (57) 5% (50) 9% (63) 6% (9) 324PID/Gender: DemWomen 2% (83) 23% (92) 9% (74) 32% (27) 6% (22) 398PID/Gender: Ind Men 34% (25) 22% (8) 7% (6) 9% (70) 8% (28) 366PID/Gender: Ind Women 30% (30) 9% (85) 7% (75) 25% () 8% (34) 434PID/Gender: Rep Men 34% (29) 8% (66) 9% (72) 22% (8) 7% (26) 374PID/Gender: Rep Women 22% (69) 6% (49) 9% (59) 36% () 7% (2) 308Ideo: Liberal (1-3) 34% (242) 20% (45) 7% (23) 22% (57) 6% (43) 70Ideo: Moderate (4) 27% (26) 8% (84) 9% (87) 29% (34) 6% (29) 459Ideo: Conservative (5-7) 26% (86) 7% (23) 20% (44) 3% (220) 6% (45) 78Educ: < College 33% (496) 20% (305) 7% (264) 22% (33) 8% (20) 56Educ: Bachelors degree 26% (7) 7% (78) 9% (86) 32% (44) 4% (20) 445Educ: Post-grad 24% (58) 9% (46) 7% (4) 36% (87) 5% (2) 245



267

Table AVE12_7


Demographic





Adults 30% (67) 9% (428) 8% (39) 26% (563) 7% (52) 2205Income: Under 50k 32% (443) 20% (280) 8% (246) 2% (292) 8% (0) 37Income: 50k-100k 28% (58) 9% (08) 7% (98) 30% (72) 5% (30) 565Income: 100k+ 26% (7) 5% (40) 7% (47) 37% (99) 4% (2) 269Ethnicity: White 28% (476) 9% (328) 8% (306) 29% (493) 7% (23) 726Ethnicity: Hispanic 43% (52) 2% (75) 9% (67) 0% (36) 6% (20) 350Ethnicity: Afr. Am. 4% (2) 8% (48) 20% (56) 5% (42) 6% (7) 275Ethnicity: Other 4% (83) 26% (52) 4% (28) 4% (28) 6% (3) 204Relig: Protestant 20% (96) 8% (86) 23% (07) 32% (50) 7% (3) 47Relig: Roman Catholic 25% (95) 7% (66) 9% (72) 34% (30) 5% (7) 380Relig: Ath./Agn./None 37% (244) 9% (28) 6% (07) 20% (36) 7% (49) 664Relig: Something Else 35% (35) 22% (85) 2% (46) 23% (88) 7% (28) 382Relig: Jewish 2% () 20% () 3% (7) 39% (2) 8% (4) 53Relig: All Christian 25% (29) 9% (26) 2% (238) 29% (339) 6% (75) 59Relig: All Non-Christian 36% (380) 20% (23) 5% (53) 2% (224) 7% (77) 046Community: Urban 3% (93) 25% (53) 8% (3) 9% (9) 7% (4) 68Community: Suburban 29% (273) 7% (62) 8% (72) 29% (274) 6% (58) 939Community: Rural 32% (206) 8% (4) 6% (06) 26% (70) 8% (53) 648Employ: Private Sector 34% (2) 2% (30) 7% (08) 22% (40) 6% (37) 626Employ: Government 34% (53) 2% (32) 6% (25) 2% (32) 8% (3) 56Employ: Self-Employed 38% (80) 9% (4) 8% (38) 22% (46) 2% (5) 209Employ: Homemaker 32% (49) 6% (25) 22% (34) 22% (34) 7% () 53Employ: Student 46% (5) 25% (28) 6% (8) 0% () 4% (5) 2Employ: Retired 7% (80) 5% (72) 9% (94) 43% (207) 6% (3) 483Employ: Unemployed 34% (78) 2% (47) 7% (38) 20% (46) 9% (20) 229Employ: Other 30% (70) 23% (54) 5% (36) 20% (47) 3% (3) 237Military HH: Yes 3% (27) 5% (63) 9% (77) 27% () 7% (28) 406Military HH: No 30% (544) 20% (366) 7% (34) 25% (45) 7% (24) 799RD/WT: Right Direction 30% (254) 8% (52) 8% (57) 26% (222) 8% (66) 85RD/WT: Wrong Track 3% (47) 20% (276) 7% (234) 25% (34) 6% (86) 354


268



Demographic





Adults 30% (67) 9% (428) 8% (39) 26% (563) 7% (52) 2205Trump Job Approve 29% (270) 8% (65) 9% (73) 27% (248) 7% (68) 924Trump Job Disapprove 32% (364) 2% (239) 7% (94) 25% (286) 5% (57) 40Trump Job Strongly Approve 28% (37) 7% (85) 8% (86) 29% (43) 8% (38) 490Trump Job Somewhat Approve 3% (33) 8% (80) 20% (86) 24% (05) 7% (30) 434Trump Job Somewhat Disapprove 37% (02) 2% (57) 5% (40) 2% (56) 7% (8) 272Trump Job Strongly Disapprove 30% (262) 2% (82) 8% (54) 26% (230) 5% (39) 868Favorable of Trump 29% (268) 7% (56) 9% (7) 28% (254) 7% (62) 9Unfavorable of Trump 3% (348) 2% (240) 8% (205) 24% (276) 5% (60) 30Very Favorable of Trump 30% (63) 7% (93) 8% (97) 29% (56) 6% (34) 543Somewhat Favorable of Trump 29% (05) 7% (63) 20% (74) 27% (98) 8% (28) 368Somewhat Unfavorable of Trump 3% (70) 8% (40) 9% (43) 2% (47) % (24) 223Very Unfavorable of Trump 3% (279) 22% (20) 8% (63) 25% (229) 4% (37) 907#1 Issue: Economy 34% (202) 2% (24) 9% (09) 9% (5) 6% (37) 588#1 Issue: Security 24% (02) 6% (70) 8% (78) 33% (42) 9% (38) 430#1 Issue: Health Care 36% (39) 20% (76) 5% (59) 25% (95) 4% (5) 385#1 Issue: Medicare / Social Security 9% (57) 8% (54) 22% (66) 34% (02) 7% (2) 299#1 Issue: Women’s Issues 3% (38) 30% (37) 5% (8) 20% (24) 4% (4) 22#1 Issue: Education 39% (59) 7% (26) 9% (28) 6% (24) 9% (4) 5#1 Issue: Energy 26% (26) 9% (20) 20% (20) 28% (28) 8% (8) 02#1 Issue: Other 37% (47) 7% (22) 0% (2) 25% (32) % (5) 292018 House Vote: Democrat 30% (228) 20% (53) 8% (38) 28% (22) 5% (39) 7702018 House Vote: Republican 27% (84) 6% (07) 20% (37) 28% (90) 8% (53) 6722018 House Vote: Someone else 33% (37) 20% (22) 3% (4) 27% (30) 7% (7) 02018 House Vote: Didnt Vote 34% (223) 22% (44) 6% (02) 20% (29) 8% (52) 6502016 Vote: Hillary Clinton 28% (84) 2% (40) 8% (22) 28% (85) 5% (33) 6632016 Vote: Donald Trump 25% (69) 6% (05) 9% (28) 32% (23) 8% (53) 6682016 Vote: Someone else 34% (66) 5% (29) 20% (39) 24% (47) 7% (4) 962016 Vote: Didnt Vote 37% (25) 23% (54) 5% (02) 7% (7) 8% (52) 675



269

Table AVE12_7


Demographic





Adults 30% (67) 9% (428) 8% (39) 26% (563) 7% (52) 2205Voted in 2014: Yes 27% (373) 8% (240) 20% (266) 29% (39) 7% (93) 364Voted in 2014: No 35% (298) 22% (88) 5% (25) 20% (7) 7% (59) 842012 Vote: Barack Obama 29% (233) 20% (6) 9% (56) 27% (28) 6% (49) 872012 Vote: Mitt Romney 23% (22) 5% (79) 9% (00) 36% (86) 7% (37) 5242012 Vote: Other 24% (25) 20% (2) 6% (7) 29% (30) % (2) 032012 Vote: Didn’t Vote 38% (29) 22% (68) 5% (7) 7% (29) 7% (53) 7584-Region: Northeast 24% (94) 2% (83) 20% (79) 29% (5) 6% (24) 3944-Region: Midwest 32% (49) 8% (84) 5% (68) 28% (30) 7% (32) 4634-Region: South 32% (267) 9% (54) 7% (4) 24% (20) 8% (63) 8264-Region: West 3% (6) 20% (07) 20% (03) 22% (7) 6% (34) 52Evangelical 28% (77) 8% (7) 2% (37) 25% (63) 7% (46) 640Non-Evangelical 32% (494) 20% (3) 6% (254) 26% (400) 7% (06) 565TV shows: Every day 37% (40) 8% (98) 7% (83) 24% (260) 5% (53) 095TV shows: Several times per week 29% (53) 22% (20) 8% (96) 25% (32) 6% (33) 536TV shows: About once per week 3% (42) 9% (25) 9% (2) 36% (48) 5% (7) 34TV shows: Several times per month 7% (9) 26% (30) 29% (33) 23% (26) 5% (6) 3TV shows: About once per month 3% (9) 25% (8) 23% (6) 22% (6) 8% (3) 7TV shows: Less often than once per month 20% (20) 20% (20) 24% (24) 28% (28) 8% (8) 00TV shows: Never 7% (27) % (8) 7% (26) 33% (52) 2% (33) 56Movies: Every day 54% (246) 7% (76) 2% (56) 2% (53) 5% (25) 455Movies: Several times per week 35% (97) 2% (7) 8% (99) 22% (22) 4% (23) 558Movies: About once per week 25% (90) 26% (94) 8% (64) 25% (92) 6% (22) 362Movies: Several times per month 23% (63) 20% (55) 22% (62) 29% (83) 6% (7) 28Movies: About once per month 20% (35) 23% (39) 9% (33) 3% (53) 8% (3) 72Movies: Less often than once per month 0% (20) 20% (42) 2% (44) 44% (92) 6% (3) 2Movies: Never 2% (20) 4% (6) 20% (33) 4% (68) 24% (40) 66


270



Demographic





Adults 30% (67) 9% (428) 8% (39) 26% (563) 7% (52) 2205Sports: Every day 47% (94) 9% (37) 2% (24) 9% (37) 4% (7) 98Sports: Several times per week 33% (0) 9% (63) 20% (67) 22% (74) 5% (6) 330Sports: About once per week 29% (79) 22% (6) 9% (52) 24% (65) 6% (5) 272Sports: Several times per month 33% (52) 7% (26) 7% (27) 25% (39) 9% (4) 58Sports: About once per month 29% (43) 24% (37) 20% (30) 20% (30) 7% () 5Sports: Less often than once per month 26% (97) 2% (78) 9% (7) 29% (0) 6% (22) 378Sports: Never 27% (96) 8% (27) 7% (2) 29% (207) 9% (67) 78Cable: I currently subscribe 29% (297) 8% (82) 20% (99) 27% (274) 6% (6) 05Cable: I subscribed in the past 29% (23) 23% (79) 8% (40) 23% (84) 8% (60) 793Cable: I have never subscribed 36% (43) 7% (67) 3% (5) 26% (05) 8% (3) 397Satellite television: I currently subscribe 34% (65) 8% (89) 5% (74) 26% (28) 7% (37) 492Satellite television: I subscribed in the past 30% (2) 20% (43) 9% (36) 22% (57) 9% (63) 70Satellite television: I have never subscribed 29% (295) 20% (96) 8% (8) 28% (278) 5% (53) 003Streaming service: I currently subscribe 36% (438) 22% (265) 7% (206) 20% (247) 6% (74) 229Streaming service: I subscribed in the past 32% (8) 22% (57) 9% (47) 2% (52) 7% (7) 255Streaming service: I have never subscribed 2% (52) 5% (07) 9% (37) 37% (264) 8% (6) 72Film: An avid fan 48% (370) 20% (54) 3% (03) 4% (2) 4% (32) 770Film: A casual fan 23% (262) 2% (244) 20% (237) 29% (336) 7% (8) 6Film: Not a fan 4% (39) % (30) 8% (50) 42% (5) 4% (39) 274Television: An avid fan 36% (377) 9% (94) 7% (80) 23% (242) 4% (45) 038Television: A casual fan 26% (264) 20% (206) 8% (85) 27% (273) 8% (79) 006Television: Not a fan 9% (30) 8% (29) 6% (26) 30% (48) 8% (28) 6Music: An avid fan 38% (444) 9% (229) 7% (204) 20% (240) 6% (65) 82Music: A casual fan 23% (22) 20% (83) 8% (65) 3% (284) 7% (67) 92Music: Not a fan 3% (4) 5% (7) 20% (22) 35% (38) 8% (20) Fashion: An avid fan 40% (34) 20% (68) 6% (53) 6% (55) 7% (24) 334Fashion: A casual fan 30% (266) 2% (87) 8% (59) 25% (226) 7% (59) 896Fashion: Not a fan 28% (27) 8% (73) 8% (79) 29% (282) 7% (69) 975



271

Table AVE12_7


Demographic





Adults 30% (67) 9% (428) 8% (39) 26% (563) 7% (52) 2205Sporting events: Every day 47% (94) 9% (37) 2% (24) 9% (37) 4% (7) 98Sporting events: Several times per week 33% (0) 9% (63) 20% (67) 22% (74) 5% (6) 330Sporting events: About once per week 29% (79) 22% (6) 9% (52) 24% (65) 6% (5) 272Sporting events: Several times per month 33% (52) 7% (26) 7% (27) 25% (39) 9% (4) 58Sporting events: About once per month 29% (43) 24% (37) 20% (30) 20% (30) 7% () 5Sporting events: Less often than once per month 26% (97) 2% (78) 9% (7) 29% (0) 6% (22) 378Sporting events: Never 27% (96) 8% (27) 7% (2) 29% (207) 9% (67) 78Cable television: I currently subscribe 29% (297) 8% (82) 20% (99) 27% (274) 6% (6) 05Cable television: I subscribed in the past 29% (23) 23% (79) 8% (40) 23% (84) 8% (60) 793Cable television: I have never subscribed 36% (43) 7% (67) 3% (5) 26% (05) 8% (3) 397Satellite television: I currently subscribe 34% (65) 8% (89) 5% (74) 26% (28) 7% (37) 492Satellite television: I subscribed in the past 30% (2) 20% (43) 9% (36) 22% (57) 9% (63) 70Satellite television: I have never subscribed 29% (295) 20% (96) 8% (8) 28% (278) 5% (53) 003Streaming service: I currently subscribe 36% (438) 22% (265) 7% (206) 20% (247) 6% (74) 229Streaming service: I subscribed in the past 32% (8) 22% (57) 9% (47) 2% (52) 7% (7) 255Streaming service: I have never subscribed 2% (52) 5% (07) 9% (37) 37% (264) 8% (6) 72Film: An avid fan 48% (370) 20% (54) 3% (03) 4% (2) 4% (32) 770Film: A casual fan 23% (262) 2% (244) 20% (237) 29% (336) 7% (8) 6Film: Not a fan 4% (39) % (30) 8% (50) 42% (5) 4% (39) 274Television: An avid fan 36% (377) 9% (94) 7% (80) 23% (242) 4% (45) 038Television: A casual fan 26% (264) 20% (206) 8% (85) 27% (273) 8% (79) 006Television: Not a fan 9% (30) 8% (29) 6% (26) 30% (48) 8% (28) 6Music: An avid fan 38% (444) 9% (229) 7% (204) 20% (240) 6% (65) 82Music: A casual fan 23% (22) 20% (83) 8% (65) 3% (284) 7% (67) 92Music: Not a fan 3% (4) 5% (7) 20% (22) 35% (38) 8% (20) Fashion: An avid fan 40% (34) 20% (68) 6% (53) 6% (55) 7% (24) 334Fashion: A casual fan 30% (266) 2% (87) 8% (59) 25% (226) 7% (59) 896Fashion: Not a fan 28% (27) 8% (73) 8% (79) 29% (282) 7% (69) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


272


Table AVE12_8: Would you watch a TV show with the following Marvel superheroes as the leading character?Bucky Barnes / Winter Soldier

Demographic





Adults 22% (477) 2% (459) 22% (48) 26% (573) 0% (26) 2205Gender: Male 28% (300) 23% (248) 20% (208) 2% (22) 8% (88) 064Gender: Female 5% (77) 9% (2) 24% (273) 3% (352) % (28) 4Age: 18-29 35% (63) 22% (03) 7% (8) 6% (74) % (5) 47Age: 30-44 30% (62) 2% (5) 20% (0) 20% (09) 9% (48) 544Age: 45-54 9% (74) 25% (97) 24% (94) 22% (87) % (4) 392Age: 55-64 3% (45) 20% (70) 26% (95) 32% (5) 0% (34) 360Age: 65+ 8% (33) 7% (75) 23% (0) 43% (88) 9% (4) 437Generation Z: 18-21 33% (55) 2% (34) 20% (33) 5% (24) % (9) 65Millennial: Age 22-37 34% (23) 2% (34) 7% (06) 8% (6) 0% (66) 635Generation X: Age 38-53 22% (23) 24% (38) 24% (37) 2% (20) 9% (5) 568Boomers: Age 54-72 % (77) 8% (29) 26% (83) 35% (246) 0% (72) 706PID: Dem (no lean) 26% (85) 20% (44) 2% (50) 25% (8) 9% (63) 722PID: Ind (no lean) 20% (56) 24% (92) 20% (63) 25% (97) % (9) 800PID: Rep (no lean) 20% (35) 8% (23) 25% (68) 29% (95) 9% (6) 682PID/Gender: DemMen 37% (20) 20% (66) 5% (50) 20% (63) 8% (25) 324PID/Gender: DemWomen 6% (65) 9% (78) 25% (00) 29% (7) 9% (38) 398PID/Gender: Ind Men 25% (9) 28% (02) 7% (62) 20% (74) 0% (37) 366PID/Gender: Ind Women 5% (65) 2% (90) 23% (02) 28% (23) 3% (54) 434PID/Gender: Rep Men 24% (88) 2% (80) 26% (97) 22% (83) 7% (25) 374PID/Gender: Rep Women 5% (47) 4% (43) 23% (7) 36% () 2% (36) 308Ideo: Liberal (1-3) 27% (94) 9% (38) 2% (50) 23% (63) 9% (65) 70Ideo: Moderate (4) 9% (89) 20% (92) 24% (09) 29% (35) 8% (35) 459Ideo: Conservative (5-7) 9% (34) 2% (5) 24% (72) 28% (203) 8% (59) 78Educ: < College 23% (343) 2% (324) 2% (36) 24% (358) % (73) 56Educ: Bachelors degree 9% (83) 20% (88) 25% (2) 3% (36) 6% (27) 445Educ: Post-grad 2% (5) 9% (47) 22% (53) 32% (78) 6% (6) 245



273

Table AVE12_8


Demographic





Adults 22% (477) 2% (459) 22% (48) 26% (573) 0% (26) 2205Income: Under 50k 22% (305) 23% (35) 2% (285) 23% (39) % (47) 37Income: 50k-100k 20% (2) 8% (99) 24% (35) 30% (69) 9% (50) 565Income: 100k+ 22% (60) 7% (45) 23% (6) 3% (84) 7% (9) 269Ethnicity: White 8% (35) 9% (33) 24% (40) 29% (498) 0% (72) 726Ethnicity: Hispanic 30% (06) 27% (95) 2% (73) 3% (44) 9% (32) 350Ethnicity: Afr. Am. 4% (2) 23% (65) 5% (42) 4% (38) 7% (9) 275Ethnicity: Other 24% (50) 3% (64) 4% (29) 8% (36) 2% (26) 204Relig: Protestant 7% (82) 20% (95) 25% (9) 30% (42) 7% (33) 47Relig: Roman Catholic 7% (66) 20% (77) 22% (85) 3% (8) 9% (34) 380Relig: Ath./Agn./None 24% (60) 2% (37) 2% (37) 24% (6) 0% (69) 664Relig: Something Else 27% (02) 20% (77) 8% (70) 25% (97) 9% (36) 382Relig: Jewish 22% (2) 4% (8) 5% (8) 39% (2) 9% (5) 53Relig: All Christian 8% (24) 2% (244) 24% (274) 27% (35) 0% () 59Relig: All Non-Christian 25% (262) 2% (25) 20% (207) 25% (257) 0% (04) 046Community: Urban 26% (62) 2% (32) 2% (32) 20% (25) % (67) 68Community: Suburban 8% (73) 2% (99) 23% (25) 28% (266) 9% (85) 939Community: Rural 22% (42) 20% (28) 2% (34) 28% (8) 0% (63) 648Employ: Private Sector 26% (64) 24% (48) 20% (28) 2% (34) 8% (52) 626Employ: Government 26% (4) 3% (20) 25% (39) 26% (4) 9% (5) 56Employ: Self-Employed 27% (56) 25% (53) 2% (43) 23% (48) 4% (9) 209Employ: Homemaker 20% (3) 3% (20) 34% (52) 23% (35) 0% (5) 53Employ: Student 24% (27) 33% (37) 8% (20) 7% (9) 8% (9) 2Employ: Retired 0% (5) 8% (88) 22% (07) 4% (97) 9% (4) 483Employ: Unemployed 24% (55) 20% (46) 20% (45) 22% (5) 4% (32) 229Employ: Other 22% (53) 20% (48) 20% (46) 20% (48) 8% (43) 237Military HH: Yes 20% (82) 2% (83) 24% (97) 28% (6) 7% (29) 406Military HH: No 22% (395) 2% (376) 2% (384) 25% (457) 0% (86) 799RD/WT: Right Direction 22% (87) 20% (73) 22% (87) 25% (27) 0% (88) 85RD/WT: Wrong Track 2% (290) 2% (286) 22% (294) 26% (356) 9% (28) 354


274



Demographic





Adults 22% (477) 2% (459) 22% (48) 26% (573) 0% (26) 2205Trump Job Approve 2% (9) 20% (88) 23% (22) 26% (243) 0% (90) 924Trump Job Disapprove 23% (263) 2% (244) 22% (247) 25% (290) 8% (95) 40Trump Job Strongly Approve 20% (00) 20% (96) 22% (07) 29% (40) 0% (48) 490Trump Job Somewhat Approve 2% (90) 2% (92) 24% (06) 24% (03) 0% (43) 434Trump Job Somewhat Disapprove 27% (73) 20% (55) 25% (67) 9% (53) 9% (25) 272Trump Job Strongly Disapprove 22% (9) 22% (89) 2% (80) 27% (237) 8% (7) 868Favorable of Trump 20% (85) 20% (84) 23% (2) 28% (252) 9% (79) 9Unfavorable of Trump 23% (256) 22% (248) 22% (254) 25% (282) 8% (89) 30Very Favorable of Trump 23% (22) 9% (02) 2% (4) 29% (58) 9% (47) 543Somewhat Favorable of Trump 7% (63) 22% (82) 27% (98) 26% (94) 9% (3) 368Somewhat Unfavorable of Trump 25% (55) 24% (53) 23% (50) 2% (47) 8% (8) 223Very Unfavorable of Trump 22% (202) 22% (95) 22% (204) 26% (235) 8% (7) 907#1 Issue: Economy 27% (59) 24% (44) 2% (2) 20% (8) 8% (46) 588#1 Issue: Security 20% (85) 7% (74) 20% (88) 32% (37) % (45) 430#1 Issue: Health Care 23% (87) 2% (82) 24% (9) 24% (94) 8% (30) 385#1 Issue: Medicare / Social Security % (33) 22% (66) 23% (68) 34% (0) % (32) 299#1 Issue: Women’s Issues 2% (25) 6% (20) 28% (34) 26% (32) 9% () 22#1 Issue: Education 25% (38) 9% (28) 8% (27) 24% (37) 4% (2) 5#1 Issue: Energy 2% (2) 22% (23) 26% (26) 22% (23) 9% (9) 02#1 Issue: Other 22% (28) 7% (22) 20% (26) 24% (3) 7% (2) 292018 House Vote: Democrat 24% (83) 9% (50) 23% (74) 26% (99) 8% (63) 7702018 House Vote: Republican 20% (32) 9% (27) 25% (65) 27% (85) 9% (62) 6722018 House Vote: Someone else 9% (2) 24% (26) 9% (2) 28% (3) % (2) 02018 House Vote: Didnt Vote 2% (39) 24% (55) 9% (2) 24% (57) 2% (79) 6502016 Vote: Hillary Clinton 22% (45) 2% (38) 2% (4) 28% (88) 8% (52) 6632016 Vote: Donald Trump 8% (20) 9% (24) 24% (59) 30% (203) 9% (63) 6682016 Vote: Someone else 23% (46) 9% (38) 25% (49) 2% (4) 2% (23) 962016 Vote: Didnt Vote 24% (65) 24% (60) 20% (32) 2% (40) % (77) 675



275

Table AVE12_8


Demographic





Adults 22% (477) 2% (459) 22% (48) 26% (573) 0% (26) 2205Voted in 2014: Yes 2% (280) 20% (269) 23% (39) 28% (38) 8% (4) 364Voted in 2014: No 23% (96) 23% (90) 9% (62) 23% (9) 2% (0) 842012 Vote: Barack Obama 24% (92) 20% (63) 23% (84) 26% (23) 8% (64) 872012 Vote: Mitt Romney 5% (76) 9% (0) 24% (24) 32% (70) 0% (53) 5242012 Vote: Other 20% (20) 20% (2) 2% (2) 29% (30) % (2) 032012 Vote: Didn’t Vote 25% (88) 23% (74) 20% (50) 2% (59) % (86) 7584-Region: Northeast 8% (7) 8% (7) 23% (92) 32% (25) 9% (36) 3944-Region: Midwest 2% (96) 22% (0) 20% (93) 29% (34) 9% (40) 4634-Region: South 24% (95) 2% (77) 20% (62) 25% (204) % (89) 8264-Region: West 22% (6) 2% (0) 26% (35) 2% (0) 0% (50) 52Evangelical 20% (27) 22% (40) 25% (57) 23% (48) % (68) 640Non-Evangelical 22% (350) 20% (39) 2% (324) 27% (425) 9% (47) 565TV shows: Every day 25% (279) 2% (233) 22% (242) 23% (257) 8% (84) 095TV shows: Several times per week 22% (6) 2% (5) 24% (28) 26% (38) 7% (40) 536TV shows: About once per week 6% (2) 20% (27) 8% (25) 35% (47) 0% (4) 34TV shows: Several times per month 9% (22) 2% (23) 24% (27) 27% (3) 9% (0) 3TV shows: About once per month 8% (6) 6% () 23% (6) 26% (9) 28% (20) 7TV shows: Less often than once per month 3% (3) 26% (26) 20% (20) 28% (28) 2% (2) 00TV shows: Never 3% (20) 5% (23) 5% (24) 34% (53) 23% (36) 56Movies: Every day 39% (77) 23% (04) 7% (79) 4% (64) 7% (3) 455Movies: Several times per week 25% (39) 24% (3) 25% (38) 2% (9) 5% (30) 558Movies: About once per week 8% (65) 25% (89) 2% (77) 25% (90) % (4) 362Movies: Several times per month 6% (44) 2% (60) 25% (70) 27% (77) % (29) 28Movies: About once per month 5% (26) 20% (34) 20% (35) 34% (59) % (8) 72Movies: Less often than once per month 6% (3) 5% (32) 22% (47) 45% (94) 2% (25) 2Movies: Never 7% () 5% (8) 22% (36) 42% (70) 25% (4) 66


276



Demographic





Adults 22% (477) 2% (459) 22% (48) 26% (573) 0% (26) 2205Sports: Every day 44% (88) 3% (26) 2% (42) 6% (3) 6% (2) 98Sports: Several times per week 28% (93) 24% (78) 9% (63) 25% (83) 4% (2) 330Sports: About once per week 8% (49) 25% (69) 27% (73) 22% (60) 8% (2) 272Sports: Several times per month 2% (33) 20% (32) 26% (40) 2% (34) 2% (20) 58Sports: About once per month 8% (27) 26% (39) 24% (36) 24% (36) 9% (3) 5Sports: Less often than once per month 6% (6) 22% (82) 24% (9) 27% (03) % (42) 378Sports: Never 7% (26) 9% (35) 9% (36) 3% (225) 3% (97) 78Cable: I currently subscribe 24% (247) 8% (83) 23% (232) 26% (26) 9% (9) 05Cable: I subscribed in the past 7% (3) 26% (209) 23% (80) 26% (205) 8% (67) 793Cable: I have never subscribed 25% (98) 7% (67) 7% (69) 27% (07) 4% (57) 397Satellite television: I currently subscribe 27% (3) 7% (84) 7% (83) 29% (42) % (53) 492Satellite television: I subscribed in the past 2% (46) 22% (57) 24% (7) 24% (68) 0% (68) 70Satellite television: I have never subscribed 20% (200) 22% (28) 23% (227) 26% (263) 0% (95) 003Streaming service: I currently subscribe 24% (293) 23% (289) 23% (279) 22% (274) 8% (94) 229Streaming service: I subscribed in the past 3% (78) 22% (56) 5% (37) 22% (57) 0% (26) 255Streaming service: I have never subscribed 5% (06) 6% (4) 23% (65) 33% (24) 3% (95) 72Film: An avid fan 36% (280) 23% (75) 9% (46) 6% (2) 6% (49) 770Film: A casual fan 4% (66) 22% (258) 24% (280) 29% (333) % (25) 6Film: Not a fan % (3) 0% (26) 20% (56) 44% (9) 5% (42) 274Television: An avid fan 27% (285) 2% (22) 2% (25) 23% (240) 7% (77) 038Television: A casual fan 7% (69) 22% (28) 22% (226) 29% (287) % (06) 006Television: Not a fan 4% (23) 2% (20) 25% (40) 28% (45) 20% (32) 6Music: An avid fan 27% (324) 20% (24) 22% (255) 23% (270) 8% (92) 82Music: A casual fan 6% (44) 23% (208) 22% (202) 29% (263) 0% (95) 92Music: Not a fan 8% (9) 9% (0) 2% (24) 36% (40) 26% (29) Fashion: An avid fan 35% (7) 8% (60) 9% (65) 9% (63) 9% (30) 334Fashion: A casual fan 20% (84) 24% (27) 2% (85) 26% (23) 9% (80) 896Fashion: Not a fan 8% (76) 9% (82) 24% (23) 29% (279) % (06) 975



277

Table AVE12_8


Demographic





Adults 22% (477) 2% (459) 22% (48) 26% (573) 0% (26) 2205Sporting events: Every day 44% (88) 3% (26) 2% (42) 6% (3) 6% (2) 98Sporting events: Several times per week 28% (93) 24% (78) 9% (63) 25% (83) 4% (2) 330Sporting events: About once per week 8% (49) 25% (69) 27% (73) 22% (60) 8% (2) 272Sporting events: Several times per month 2% (33) 20% (32) 26% (40) 2% (34) 2% (20) 58Sporting events: About once per month 8% (27) 26% (39) 24% (36) 24% (36) 9% (3) 5Sporting events: Less often than once per month 6% (6) 22% (82) 24% (9) 27% (03) % (42) 378Sporting events: Never 7% (26) 9% (35) 9% (36) 3% (225) 3% (97) 78Cable television: I currently subscribe 24% (247) 8% (83) 23% (232) 26% (26) 9% (9) 05Cable television: I subscribed in the past 7% (3) 26% (209) 23% (80) 26% (205) 8% (67) 793Cable television: I have never subscribed 25% (98) 7% (67) 7% (69) 27% (07) 4% (57) 397Satellite television: I currently subscribe 27% (3) 7% (84) 7% (83) 29% (42) % (53) 492Satellite television: I subscribed in the past 2% (46) 22% (57) 24% (7) 24% (68) 0% (68) 70Satellite television: I have never subscribed 20% (200) 22% (28) 23% (227) 26% (263) 0% (95) 003Streaming service: I currently subscribe 24% (293) 23% (289) 23% (279) 22% (274) 8% (94) 229Streaming service: I subscribed in the past 3% (78) 22% (56) 5% (37) 22% (57) 0% (26) 255Streaming service: I have never subscribed 5% (06) 6% (4) 23% (65) 33% (24) 3% (95) 72Film: An avid fan 36% (280) 23% (75) 9% (46) 6% (2) 6% (49) 770Film: A casual fan 4% (66) 22% (258) 24% (280) 29% (333) % (25) 6Film: Not a fan % (3) 0% (26) 20% (56) 44% (9) 5% (42) 274Television: An avid fan 27% (285) 2% (22) 2% (25) 23% (240) 7% (77) 038Television: A casual fan 7% (69) 22% (28) 22% (226) 29% (287) % (06) 006Television: Not a fan 4% (23) 2% (20) 25% (40) 28% (45) 20% (32) 6Music: An avid fan 27% (324) 20% (24) 22% (255) 23% (270) 8% (92) 82Music: A casual fan 6% (44) 23% (208) 22% (202) 29% (263) 0% (95) 92Music: Not a fan 8% (9) 9% (0) 2% (24) 36% (40) 26% (29) Fashion: An avid fan 35% (7) 8% (60) 9% (65) 9% (63) 9% (30) 334Fashion: A casual fan 20% (84) 24% (27) 2% (85) 26% (23) 9% (80) 896Fashion: Not a fan 8% (76) 9% (82) 24% (23) 29% (279) % (06) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


278


Table AVE12_9: Would you watch a TV show with the following Marvel superheroes as the leading character?Falcon

Demographic





Adults 23% (54) 25% (555) 20% (446) 23% (50) 9% (89) 2205Gender: Male 27% (286) 26% (279) 2% (223) 9% (98) 7% (79) 064Gender: Female 20% (228) 24% (276) 20% (223) 27% (304) 0% (0) 4Age: 18-29 3% (46) 27% (27) 8% (86) 6% (75) 8% (37) 47Age: 30-44 32% (74) 25% (36) 9% (05) 6% (85) 8% (45) 544Age: 45-54 24% (95) 29% (4) 20% (79) 9% (75) 7% (29) 392Age: 55-64 4% (5) 25% (9) 22% (79) 28% (02) 0% (38) 360Age: 65+ % (48) 20% (88) 22% (97) 37% (64) 9% (40) 437Generation Z: 18-21 28% (46) 28% (46) 2% (34) 6% (26) 8% (3) 65Millennial: Age 22-37 33% (208) 26% (66) 7% (07) 6% (99) 9% (55) 635Generation X: Age 38-53 27% (52) 27% (54) 2% (8) 9% (06) 7% (38) 568Boomers: Age 54-72 3% (93) 23% (62) 24% (67) 30% (2) 0% (73) 706PID: Dem (no lean) 29% (2) 24% (74) 2% (48) 20% (43) 6% (47) 722PID: Ind (no lean) 22% (73) 27% (25) 20% (57) 2% (70) % (86) 800PID: Rep (no lean) 9% (30) 24% (67) 2% (4) 28% (88) 8% (57) 682PID/Gender: DemMen 37% (9) 22% (70) 23% (73) 4% (46) 5% (6) 324PID/Gender: DemWomen 23% (93) 26% (03) 9% (75) 24% (97) 8% (30) 398PID/Gender: Ind Men 25% (9) 30% (08) 8% (65) 7% (64) 0% (38) 366PID/Gender: Ind Women 9% (82) 24% (06) 2% (92) 24% (06) % (48) 434PID/Gender: Rep Men 20% (76) 27% (00) 23% (85) 24% (88) 7% (25) 374PID/Gender: Rep Women 7% (54) 2% (66) 8% (56) 33% (00) 0% (32) 308Ideo: Liberal (1-3) 29% (208) 22% (59) 8% (30) 2% (49) 9% (64) 70Ideo: Moderate (4) 9% (88) 28% (3) 22% (00) 25% (4) 6% (27) 459Ideo: Conservative (5-7) 9% (37) 26% (87) 22% (6) 25% (78) 8% (54) 78Educ: < College 25% (378) 25% (384) 9% (285) 22% (328) 9% (40) 56Educ: Bachelors degree 8% (8) 25% (0) 25% (2) 25% (2) 7% (3) 445Educ: Post-grad 23% (55) 25% (6) 20% (48) 25% (62) 7% (8) 245



279

Table AVE12_9


Demographic





Adults 23% (54) 25% (555) 20% (446) 23% (50) 9% (89) 2205Income: Under 50k 25% (346) 25% (34) 20% (27) 2% (286) 9% (27) 37Income: 50k-100k 2% (7) 24% (37) 22% (22) 26% (46) 8% (43) 565Income: 100k+ 9% (5) 29% (78) 9% (52) 26% (69) 7% (9) 269Ethnicity: White 9% (332) 25% (427) 22% (378) 25% (440) 9% (48) 726Ethnicity: Hispanic 28% (97) 34% (20) 5% (53) 6% (55) 7% (25) 350Ethnicity: Afr. Am. 46% (28) 23% (63) 4% (39) % (29) 6% (7) 275Ethnicity: Other 26% (54) 32% (66) 4% (29) 6% (32) 2% (24) 204Relig: Protestant 9% (90) 24% (3) 23% (0) 26% (22) 8% (37) 47Relig: Roman Catholic 9% (7) 26% (97) 20% (76) 29% (09) 7% (25) 380Relig: Ath./Agn./None 26% (73) 25% (67) 20% (3) 9% (29) 0% (64) 664Relig: Something Else 24% (93) 27% (03) 7% (64) 23% (88) 9% (33) 382Relig: Jewish 7% (9) 28% (5) 3% (7) 33% (8) 8% (4) 53Relig: All Christian 2% (247) 25% (285) 22% (25) 25% (284) 8% (92) 59Relig: All Non-Christian 25% (267) 26% (270) 9% (95) 2% (27) 9% (97) 046Community: Urban 27% (69) 25% (55) 7% (04) 2% (30) 0% (60) 68Community: Suburban 20% (92) 27% (249) 22% (205) 24% (224) 7% (68) 939Community: Rural 24% (52) 23% (52) 2% (36) 23% (47) 9% (60) 648Employ: Private Sector 26% (66) 28% (76) 2% (32) 8% (6) 6% (37) 626Employ: Government 24% (37) 24% (38) 9% (30) 24% (37) 9% (3) 56Employ: Self-Employed 26% (54) 29% (6) 2% (44) 20% (4) 4% (9) 209Employ: Homemaker 24% (37) 30% (45) 9% (29) 9% (29) 8% (3) 53Employ: Student 29% (33) 33% (37) 5% (7) 8% (20) 4% (5) 2Employ: Retired 4% (66) 20% (97) 2% (03) 35% (70) 0% (47) 483Employ: Unemployed 24% (56) 22% (49) 22% (50) 20% (47) 2% (27) 229Employ: Other 28% (65) 22% (52) 7% (4) 7% (40) 6% (38) 237Military HH: Yes 22% (9) 23% (93) 2% (85) 26% (07) 7% (30) 406Military HH: No 23% (422) 26% (462) 20% (360) 22% (394) 9% (59) 799RD/WT: Right Direction 23% (94) 25% (209) 20% (7) 23% (97) 9% (80) 85RD/WT: Wrong Track 24% (320) 26% (346) 20% (275) 22% (304) 8% (09) 354


280



Demographic





Adults 23% (54) 25% (555) 20% (446) 23% (50) 9% (89) 2205Trump Job Approve 2% (90) 26% (24) 20% (88) 23% (27) 0% (88) 924Trump Job Disapprove 26% (30) 25% (289) 20% (232) 22% (25) 6% (67) 40Trump Job Strongly Approve 20% (00) 26% (29) 9% (9) 25% (25) 9% (46) 490Trump Job Somewhat Approve 2% (90) 26% (2) 22% (97) 2% (92) 0% (42) 434Trump Job Somewhat Disapprove 26% (72) 28% (77) 23% (6) 6% (45) 6% (7) 272Trump Job Strongly Disapprove 26% (229) 24% (22) 20% (70) 24% (206) 6% (50) 868Favorable of Trump 2% (9) 26% (233) 20% (84) 25% (23) 8% (72) 9Unfavorable of Trump 25% (285) 26% (294) 2% (236) 2% (242) 7% (74) 30Very Favorable of Trump 22% (8) 25% (36) 9% (04) 26% (44) 8% (42) 543Somewhat Favorable of Trump 20% (73) 26% (97) 22% (80) 24% (87) 8% (3) 368Somewhat Unfavorable of Trump 25% (55) 27% (60) 22% (50) 8% (40) 8% (8) 223Very Unfavorable of Trump 25% (230) 26% (234) 2% (86) 22% (202) 6% (56) 907#1 Issue: Economy 29% (68) 27% (58) 9% (4) 8% (04) 7% (43) 588#1 Issue: Security 9% (8) 2% (9) 22% (93) 28% (9) % (46) 430#1 Issue: Health Care 26% (02) 26% (00) 9% (73) 23% (88) 6% (22) 385#1 Issue: Medicare / Social Security 6% (48) 23% (69) 2% (64) 3% (92) 9% (26) 299#1 Issue: Women’s Issues 2% (25) 32% (39) 2% (25) 20% (25) 6% (7) 22#1 Issue: Education 27% (4) 2% (32) 24% (36) 9% (29) 9% (4) 5#1 Issue: Energy 23% (23) 27% (27) 20% (2) 20% (2) 0% (0) 02#1 Issue: Other 2% (27) 30% (39) 5% (9) 8% (24) 5% (20) 292018 House Vote: Democrat 27% (209) 24% (83) 2% (59) 22% (69) 7% (5) 7702018 House Vote: Republican 9% (27) 26% (7) 2% (43) 26% (74) 8% (56) 6722018 House Vote: Someone else 2% (23) 27% (30) 8% (20) 23% (25) % (3) 02018 House Vote: Didnt Vote 24% (55) 26% (70) 9% (24) 20% (32) % (69) 6502016 Vote: Hillary Clinton 25% (68) 23% (54) 22% (45) 23% (54) 6% (43) 6632016 Vote: Donald Trump 8% (22) 26% (74) 20% (33) 28% (88) 8% (52) 6682016 Vote: Someone else 26% (50) 20% (39) 25% (48) 9% (37) % (22) 962016 Vote: Didnt Vote 26% (72) 28% (88) 8% (20) 8% (2) % (73) 675



281

Table AVE12_9


Demographic





Adults 23% (54) 25% (555) 20% (446) 23% (50) 9% (89) 2205Voted in 2014: Yes 22% (30) 25% (337) 22% (295) 24% (332) 7% (00) 364Voted in 2014: No 25% (23) 26% (28) 8% (5) 20% (70) % (89) 842012 Vote: Barack Obama 25% (207) 25% (207) 20% (67) 22% (79) 7% (56) 872012 Vote: Mitt Romney 6% (83) 24% (24) 22% (4) 30% (59) 8% (44) 5242012 Vote: Other 2% (2) 22% (23) 22% (23) 27% (27) 9% (9) 032012 Vote: Didn’t Vote 27% (202) 27% (20) 9% (4) 8% (35) 0% (79) 7584-Region: Northeast 2% (82) 8% (7) 26% (0) 28% (09) 8% (3) 3944-Region: Midwest 2% (99) 25% (5) 22% (03) 24% (0) 8% (35) 4634-Region: South 26% (25) 25% (20) 7% (39) 23% (89) 9% (73) 8264-Region: West 23% (8) 30% (59) 20% (03) 8% (92) 0% (50) 52Evangelical 25% (58) 24% (55) 2% (35) 2% (37) 9% (55) 640Non-Evangelical 23% (356) 26% (40) 20% (3) 23% (364) 9% (35) 565TV shows: Every day 27% (295) 28% (306) 20% (28) 20% (26) 6% (6) 095TV shows: Several times per week 23% (23) 26% (38) 2% (3) 23% (25) 7% (37) 536TV shows: About once per week 2% (28) 2% (28) 9% (26) 29% (39) 9% (3) 34TV shows: Several times per month 7% (9) 23% (26) 2% (24) 3% (35) 8% (9) 3TV shows: About once per month 8% (3) 5% () 22% (6) 9% (4) 26% (9) 7TV shows: Less often than once per month 3% (3) 25% (25) 2% (2) 26% (26) 4% (4) 00TV shows: Never 4% (22) 4% (22) 8% (29) 30% (46) 24% (37) 56Movies: Every day 42% (89) 26% (8) 4% (63) 3% (60) 5% (25) 455Movies: Several times per week 27% (50) 3% (72) 20% (0) 8% (0) 5% (26) 558Movies: About once per week 20% (7) 29% (06) 23% (82) 2% (75) 8% (27) 362Movies: Several times per month 7% (49) 25% (70) 26% (73) 24% (67) 8% (22) 28Movies: About once per month 5% (26) 25% (43) 2% (37) 26% (45) 3% (22) 72Movies: Less often than once per month 7% (4) 7% (37) 23% (49) 40% (85) 2% (25) 2Movies: Never 9% (5) 6% (0) 9% (32) 4% (68) 25% (42) 66


282



Demographic





Adults 23% (54) 25% (555) 20% (446) 23% (50) 9% (89) 2205Sports: Every day 39% (78) 8% (36) 2% (42) 8% (35) 4% (7) 98Sports: Several times per week 3% (0) 26% (87) 8% (60) 2% (68) 4% (3) 330Sports: About once per week 2% (56) 33% (89) 2% (57) 20% (54) 6% (6) 272Sports: Several times per month 22% (35) 25% (39) 9% (3) 23% (36) % (7) 58Sports: About once per month 20% (30) 3% (47) 25% (38) 7% (26) 6% (0) 5Sports: Less often than once per month 9% (70) 28% (06) 20% (75) 23% (87) 0% (40) 378Sports: Never 20% (43) 2% (5) 20% (43) 27% (95) 2% (87) 78Cable: I currently subscribe 25% (253) 25% (254) 20% (204) 23% (229) 7% (75) 05Cable: I subscribed in the past 20% (60) 28% (224) 22% (73) 22% (73) 8% (63) 793Cable: I have never subscribed 25% (0) 9% (77) 7% (68) 25% (99) 3% (52) 397Satellite television: I currently subscribe 27% (33) 2% (05) 8% (88) 24% (20) 0% (47) 492Satellite television: I subscribed in the past 23% (60) 28% (97) 2% (5) 20% (42) 8% (60) 70Satellite television: I have never subscribed 22% (22) 25% (253) 2% (207) 24% (239) 8% (82) 003Streaming service: I currently subscribe 24% (296) 30% (37) 20% (24) 9% (232) 7% (88) 229Streaming service: I subscribed in the past 30% (75) 24% (60) 8% (47) 9% (48) 0% (25) 255Streaming service: I have never subscribed 20% (42) 7% (24) 22% (58) 3% (22) % (76) 72Film: An avid fan 36% (276) 28% (29) 7% (3) 4% (0) 4% (35) 770Film: A casual fan 8% (204) 26% (305) 23% (266) 24% (276) 0% () 6Film: Not a fan 3% (34) % (3) 8% (49) 42% (6) 6% (44) 274Television: An avid fan 29% (304) 26% (268) 9% (200) 20% (206) 6% (60) 038Television: A casual fan 8% (8) 26% (262) 2% (25) 25% (249) 0% (99) 006Television: Not a fan 8% (28) 5% (25) 9% (3) 29% (47) 9% (30) 6Music: An avid fan 29% (344) 27% (37) 9% (29) 20% (232) 6% (70) 82Music: A casual fan 8% (60) 25% (227) 23% (208) 25% (228) 0% (89) 92Music: Not a fan 9% (0) % (2) 7% (8) 37% (4) 27% (30) Fashion: An avid fan 39% (3) 26% (88) 5% (49) 4% (46) 6% (20) 334Fashion: A casual fan 22% (99) 28% (247) 20% (8) 23% (204) 7% (66) 896Fashion: Not a fan 9% (84) 23% (220) 22% (26) 26% (25) % (04) 975



283

Table AVE12_9


Demographic





Adults 23% (54) 25% (555) 20% (446) 23% (50) 9% (89) 2205Sporting events: Every day 39% (78) 8% (36) 2% (42) 8% (35) 4% (7) 98Sporting events: Several times per week 3% (0) 26% (87) 8% (60) 2% (68) 4% (3) 330Sporting events: About once per week 2% (56) 33% (89) 2% (57) 20% (54) 6% (6) 272Sporting events: Several times per month 22% (35) 25% (39) 9% (3) 23% (36) % (7) 58Sporting events: About once per month 20% (30) 3% (47) 25% (38) 7% (26) 6% (0) 5Sporting events: Less often than once per month 9% (70) 28% (06) 20% (75) 23% (87) 0% (40) 378Sporting events: Never 20% (43) 2% (5) 20% (43) 27% (95) 2% (87) 78Cable television: I currently subscribe 25% (253) 25% (254) 20% (204) 23% (229) 7% (75) 05Cable television: I subscribed in the past 20% (60) 28% (224) 22% (73) 22% (73) 8% (63) 793Cable television: I have never subscribed 25% (0) 9% (77) 7% (68) 25% (99) 3% (52) 397Satellite television: I currently subscribe 27% (33) 2% (05) 8% (88) 24% (20) 0% (47) 492Satellite television: I subscribed in the past 23% (60) 28% (97) 2% (5) 20% (42) 8% (60) 70Satellite television: I have never subscribed 22% (22) 25% (253) 2% (207) 24% (239) 8% (82) 003Streaming service: I currently subscribe 24% (296) 30% (37) 20% (24) 9% (232) 7% (88) 229Streaming service: I subscribed in the past 30% (75) 24% (60) 8% (47) 9% (48) 0% (25) 255Streaming service: I have never subscribed 20% (42) 7% (24) 22% (58) 3% (22) % (76) 72Film: An avid fan 36% (276) 28% (29) 7% (3) 4% (0) 4% (35) 770Film: A casual fan 8% (204) 26% (305) 23% (266) 24% (276) 0% () 6Film: Not a fan 3% (34) % (3) 8% (49) 42% (6) 6% (44) 274Television: An avid fan 29% (304) 26% (268) 9% (200) 20% (206) 6% (60) 038Television: A casual fan 8% (8) 26% (262) 2% (25) 25% (249) 0% (99) 006Television: Not a fan 8% (28) 5% (25) 9% (3) 29% (47) 9% (30) 6Music: An avid fan 29% (344) 27% (37) 9% (29) 20% (232) 6% (70) 82Music: A casual fan 8% (60) 25% (227) 23% (208) 25% (228) 0% (89) 92Music: Not a fan 9% (0) % (2) 7% (8) 37% (4) 27% (30) Fashion: An avid fan 39% (3) 26% (88) 5% (49) 4% (46) 6% (20) 334Fashion: A casual fan 22% (99) 28% (247) 20% (8) 23% (204) 7% (66) 896Fashion: Not a fan 9% (84) 23% (220) 22% (26) 26% (25) % (04) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


284


Table AVE12_10: Would you watch a TV show with the following Marvel superheroes as the leading character?Heimdall

Demographic





Adults 20% (443) 2% (462) 23% (500) 26% (577) 0% (223) 2205Gender: Male 25% (270) 23% (242) 2% (227) 23% (242) 8% (84) 064Gender: Female 5% (73) 9% (220) 24% (273) 29% (336) 2% (39) 4Age: 18-29 3% (47) 2% (00) 9% (90) 7% (82) % (52) 47Age: 30-44 28% (52) 22% (7) 23% (27) 8% (98) 9% (50) 544Age: 45-54 20% (78) 25% (98) 24% (94) 22% (87) 9% (36) 392Age: 55-64 0% (36) 2% (75) 26% (93) 3% (2) 2% (44) 360Age: 65+ 7% (30) 6% (72) 22% (96) 45% (98) 9% (4) 437Generation Z: 18-21 28% (46) 23% (38) 20% (33) 9% (3) 0% (6) 65Millennial: Age 22-37 32% (200) 22% (40) 9% (24) 6% (02) % (68) 635Generation X: Age 38-53 2% (22) 23% (29) 25% (44) 22% (25) 8% (48) 568Boomers: Age 54-72 9% (66) 8% (29) 25% (77) 35% (249) 2% (85) 706PID: Dem (no lean) 24% (72) 22% (57) 2% (53) 25% (80) 8% (60) 722PID: Ind (no lean) 22% (75) 2% (66) 22% (74) 24% (89) 2% (95) 800PID: Rep (no lean) 4% (96) 20% (38) 25% (73) 30% (208) 0% (67) 682PID/Gender: DemMen 32% (05) 9% (60) 9% (62) 23% (76) 7% (2) 324PID/Gender: DemWomen 7% (67) 24% (97) 23% (9) 26% (04) 0% (39) 398PID/Gender: Ind Men 28% (04) 24% (87) 8% (65) 20% (74) 0% (36) 366PID/Gender: Ind Women 6% (7) 8% (79) 25% (09) 27% (5) 4% (60) 434PID/Gender: Rep Men 6% (6) 25% (95) 27% (00) 25% (92) 7% (27) 374PID/Gender: Rep Women % (35) 4% (43) 24% (73) 38% (6) 3% (40) 308Ideo: Liberal (1-3) 26% (88) 20% (42) 2% (47) 24% (69) 9% (64) 70Ideo: Moderate (4) 20% (90) 23% (04) 26% (20) 25% (5) 7% (3) 459Ideo: Conservative (5-7) 4% (98) 20% (45) 25% (77) 32% (229) 0% (69) 78Educ: < College 2% (325) 2% (32) 22% (333) 24% (365) % (7) 56Educ: Bachelors degree 6% (7) 2% (93) 26% (6) 30% (34) 7% (3) 445Educ: Post-grad 9% (46) 9% (47) 2% (5) 32% (78) 9% (2) 245



285

Table AVE12_10


Demographic





Adults 20% (443) 2% (462) 23% (500) 26% (577) 0% (223) 2205Income: Under 50k 2% (288) 22% (303) 23% (3) 23% (36) % (53) 37Income: 50k-100k 20% (5) 7% (99) 22% (25) 32% (79) 8% (48) 565Income: 100k+ 5% (40) 22% (6) 24% (63) 3% (83) 8% (22) 269Ethnicity: White 5% (264) 20% (339) 25% (433) 30% (54) 0% (76) 726Ethnicity: Hispanic 28% (97) 28% (00) 2% (73) 5% (5) 8% (29) 350Ethnicity: Afr. Am. 44% (2) 23% (63) 4% (39) % (29) 8% (22) 275Ethnicity: Other 28% (57) 29% (60) 4% (28) 7% (34) 2% (25) 204Relig: Protestant 2% (57) 2% (98) 26% (24) 32% (52) 9% (40) 47Relig: Roman Catholic 4% (52) 22% (83) 23% (87) 33% (27) 8% (3) 380Relig: Ath./Agn./None 25% (66) 2% (36) 2% (38) 23% (50) % (75) 664Relig: Something Else 26% (98) 24% (90) 8% (67) 24% (90) 0% (37) 382Relig: Jewish 4% (8) 6% (9) 5% (8) 43% (23) % (6) 53Relig: All Christian 5% (79) 20% (235) 25% (295) 29% (338) 0% (2) 59Relig: All Non-Christian 25% (264) 22% (226) 20% (205) 23% (240) % () 046Community: Urban 26% (59) 22% (39) 2% (3) 20% (24) 0% (65) 68Community: Suburban 7% (62) 20% (89) 24% (224) 30% (280) 9% (84) 939Community: Rural 9% (22) 2% (33) 22% (45) 27% (73) % (74) 648Employ: Private Sector 23% (46) 24% (5) 23% (44) 22% (36) 8% (49) 626Employ: Government 26% (4) 6% (25) 23% (36) 25% (39) 0% (5) 56Employ: Self-Employed 26% (54) 22% (46) 24% (50) 24% (49) 5% (9) 209Employ: Homemaker 8% (28) 22% (33) 28% (43) 22% (33) % (6) 53Employ: Student 24% (27) 29% (32) 22% (24) 8% (20) 8% (9) 2Employ: Retired 9% (46) 7% (82) 22% (06) 42% (202) 0% (47) 483Employ: Unemployed 2% (47) 23% (52) 22% (50) 2% (48) 3% (3) 229Employ: Other 23% (55) 7% (4) 9% (46) 2% (49) 20% (46) 237Military HH: Yes 2% (85) 20% (83) 23% (92) 27% () 9% (35) 406Military HH: No 20% (358) 2% (379) 23% (408) 26% (466) 0% (87) 799RD/WT: Right Direction 8% (50) 20% (72) 24% (204) 27% (23) % (95) 85RD/WT: Wrong Track 22% (293) 2% (289) 22% (297) 26% (347) 9% (28) 354


286



Demographic





Adults 20% (443) 2% (462) 23% (500) 26% (577) 0% (223) 2205Trump Job Approve 6% (5) 20% (83) 25% (227) 28% (258) % (05) 924Trump Job Disapprove 23% (267) 22% (254) 22% (256) 24% (279) 7% (85) 40Trump Job Strongly Approve 6% (80) 9% (95) 23% (0) 29% (44) 2% (6) 490Trump Job Somewhat Approve 6% (72) 20% (88) 27% (7) 26% (4) 0% (44) 434Trump Job Somewhat Disapprove 24% (65) 25% (67) 23% (62) 20% (54) 9% (24) 272Trump Job Strongly Disapprove 23% (202) 22% (87) 22% (94) 26% (224) 7% (6) 868Favorable of Trump 6% (50) 20% (86) 25% (224) 29% (263) 0% (88) 9Unfavorable of Trump 23% (263) 22% (246) 22% (253) 25% (278) 8% (89) 30Very Favorable of Trump 8% (96) 2% (2) 22% (7) 30% (63) 0% (56) 543Somewhat Favorable of Trump 5% (54) 20% (74) 29% (07) 27% (0) 9% (32) 368Somewhat Unfavorable of Trump 22% (48) 23% (52) 2% (47) 24% (53) 0% (22) 223Very Unfavorable of Trump 24% (25) 2% (95) 23% (206) 25% (225) 7% (66) 907#1 Issue: Economy 25% (45) 25% (49) 2% (25) 2% (23) 8% (45) 588#1 Issue: Security 6% (7) 4% (58) 26% (0) 3% (34) 3% (57) 430#1 Issue: Health Care 23% (89) 2% (8) 23% (89) 24% (93) 8% (33) 385#1 Issue: Medicare / Social Security % (34) 24% (73) 2% (64) 35% (06) 8% (23) 299#1 Issue: Women’s Issues 9% (23) 9% (23) 29% (35) 23% (28) 0% (2) 22#1 Issue: Education 20% (3) 8% (26) 20% (3) 30% (45) 2% (7) 5#1 Issue: Energy 22% (23) 20% (2) 24% (25) 22% (22) % (2) 02#1 Issue: Other 2% (28) 23% (30) 7% (22) 20% (25) 9% (24) 292018 House Vote: Democrat 24% (86) 2% (58) 22% (72) 25% (94) 8% (59) 7702018 House Vote: Republican 4% (94) 9% (30) 26% (74) 30% (202) % (72) 6722018 House Vote: Someone else 7% (9) 22% (24) 27% (30) 2% (23) 3% (4) 02018 House Vote: Didnt Vote 22% (44) 23% (48) 9% (24) 24% (57) 2% (77) 6502016 Vote: Hillary Clinton 22% (48) 2% (36) 22% (48) 27% (77) 8% (53) 6632016 Vote: Donald Trump 3% (86) 9% (29) 25% (66) 32% (26) % (7) 6682016 Vote: Someone else 23% (45) 20% (39) 26% (5) 2% (4) 0% (20) 962016 Vote: Didnt Vote 24% (62) 23% (57) 20% (35) 2% (42) 2% (79) 675



287

Table AVE12_10


Demographic





Adults 20% (443) 2% (462) 23% (500) 26% (577) 0% (223) 2205Voted in 2014: Yes 8% (249) 2% (282) 24% (334) 28% (38) 9% (8) 364Voted in 2014: No 23% (94) 2% (80) 20% (66) 23% (97) 2% (04) 842012 Vote: Barack Obama 24% (92) 2% (76) 22% (84) 25% (202) 8% (64) 872012 Vote: Mitt Romney % (58) 7% (87) 26% (38) 35% (85) % (57) 5242012 Vote: Other 5% (6) 8% (8) 29% (30) 27% (28) % (2) 032012 Vote: Didn’t Vote 23% (77) 24% (8) 9% (47) 22% (63) 2% (90) 7584-Region: Northeast 7% (68) 9% (74) 23% (9) 33% (29) 8% (33) 3944-Region: Midwest 9% (86) 9% (89) 22% (0) 30% (39) % (49) 4634-Region: South 2% (74) 2% (77) 22% (84) 24% (96) 2% (95) 8264-Region: West 22% (5) 23% (22) 24% (25) 22% (4) 9% (46) 52Evangelical 8% (3) 8% (7) 27% (75) 26% (63) % (7) 640Non-Evangelical 2% (330) 22% (345) 2% (325) 26% (44) 0% (52) 565TV shows: Every day 24% (258) 22% (245) 23% (248) 24% (26) 8% (82) 095TV shows: Several times per week 20% (09) 2% (2) 24% (28) 26% (38) 9% (50) 536TV shows: About once per week 2% (28) 5% (20) 2% (28) 33% (44) % (4) 34TV shows: Several times per month 2% (4) 26% (30) 22% (25) 32% (36) 8% (9) 3TV shows: About once per month 9% (7) % (8) 28% (20) 28% (20) 24% (7) 7TV shows: Less often than once per month % () 26% (26) 26% (26) 26% (26) 2% (2) 00TV shows: Never % (8) 3% (2) 6% (25) 34% (53) 25% (39) 56Movies: Every day 36% (64) 27% (22) 6% (7) 5% (70) 6% (29) 455Movies: Several times per week 23% (30) 22% (23) 27% (50) 20% (2) 8% (43) 558Movies: About once per week 6% (57) 26% (94) 24% (86) 25% (90) 9% (34) 362Movies: Several times per month 6% (43) 20% (57) 26% (74) 27% (77) 0% (29) 28Movies: About once per month 4% (23) 7% (30) 24% (4) 33% (57) 2% (20) 72Movies: Less often than once per month 7% (5) 2% (26) 24% (50) 45% (95) % (24) 2Movies: Never 6% (0) 6% (0) 7% (27) 45% (76) 26% (44) 66


288



Demographic





Adults 20% (443) 2% (462) 23% (500) 26% (577) 0% (223) 2205Sports: Every day 39% (76) 9% (38) 3% (27) 25% (49) 4% (8) 98Sports: Several times per week 26% (87) 22% (73) 2% (69) 25% (83) 5% (8) 330Sports: About once per week 5% (40) 24% (64) 3% (84) 24% (64) 7% (9) 272Sports: Several times per month 8% (29) 27% (42) 23% (36) 22% (34) 0% (6) 58Sports: About once per month 6% (24) 27% (40) 24% (36) 24% (36) 9% (4) 5Sports: Less often than once per month 7% (63) 22% (84) 24% (92) 25% (96) 2% (44) 378Sports: Never 7% (24) 7% (20) 22% (56) 30% (25) 4% (04) 78Cable: I currently subscribe 2% (28) 2% (25) 23% (23) 26% (264) 9% (87) 05Cable: I subscribed in the past 6% (29) 24% (87) 24% (94) 26% (203) 0% (80) 793Cable: I have never subscribed 24% (96) 5% (60) 9% (75) 28% (0) 4% (56) 397Satellite television: I currently subscribe 24% (8) 8% (9) 9% (94) 27% (34) % (56) 492Satellite television: I subscribed in the past 9% (37) 22% (58) 25% (8) 23% (63) 0% (7) 70Satellite television: I have never subscribed 9% (88) 2% (23) 22% (225) 28% (280) 0% (96) 003Streaming service: I currently subscribe 22% (266) 25% (302) 25% (302) 2% (253) 9% (06) 229Streaming service: I subscribed in the past 27% (69) 20% (5) 7% (43) 25% (65) % (27) 255Streaming service: I have never subscribed 5% (08) 5% (09) 2% (54) 36% (260) 2% (90) 72Film: An avid fan 32% (249) 26% (204) 20% (54) 5% (6) 6% (46) 770Film: A casual fan 4% (65) 20% (235) 26% (300) 29% (332) % (30) 6Film: Not a fan % (29) 8% (22) 7% (46) 47% (29) 7% (47) 274Television: An avid fan 25% (262) 23% (240) 22% (226) 22% (230) 8% (80) 038Television: A casual fan 5% (53) 20% (99) 24% (245) 30% (298) % () 006Television: Not a fan 7% (28) 4% (23) 8% (29) 3% (50) 20% (32) 6Music: An avid fan 24% (289) 23% (270) 23% (276) 22% (258) 8% (90) 82Music: A casual fan 6% (42) 20% (8) 23% (205) 3% (279) % (05) 92Music: Not a fan % (2) 0% () 7% (9) 37% (4) 26% (28) Fashion: An avid fan 35% (6) 23% (75) 8% (60) 7% (57) 8% (26) 334Fashion: A casual fan 20% (76) 24% (28) 2% (9) 26% (233) 9% (79) 896Fashion: Not a fan 6% (52) 7% (69) 26% (249) 30% (288) 2% (7) 975



289

Table AVE12_10


Demographic





Adults 20% (443) 2% (462) 23% (500) 26% (577) 0% (223) 2205Sporting events: Every day 39% (76) 9% (38) 3% (27) 25% (49) 4% (8) 98Sporting events: Several times per week 26% (87) 22% (73) 2% (69) 25% (83) 5% (8) 330Sporting events: About once per week 5% (40) 24% (64) 3% (84) 24% (64) 7% (9) 272Sporting events: Several times per month 8% (29) 27% (42) 23% (36) 22% (34) 0% (6) 58Sporting events: About once per month 6% (24) 27% (40) 24% (36) 24% (36) 9% (4) 5Sporting events: Less often than once per month 7% (63) 22% (84) 24% (92) 25% (96) 2% (44) 378Sporting events: Never 7% (24) 7% (20) 22% (56) 30% (25) 4% (04) 78Cable television: I currently subscribe 2% (28) 2% (25) 23% (23) 26% (264) 9% (87) 05Cable television: I subscribed in the past 6% (29) 24% (87) 24% (94) 26% (203) 0% (80) 793Cable television: I have never subscribed 24% (96) 5% (60) 9% (75) 28% (0) 4% (56) 397Satellite television: I currently subscribe 24% (8) 8% (9) 9% (94) 27% (34) % (56) 492Satellite television: I subscribed in the past 9% (37) 22% (58) 25% (8) 23% (63) 0% (7) 70Satellite television: I have never subscribed 9% (88) 2% (23) 22% (225) 28% (280) 0% (96) 003Streaming service: I currently subscribe 22% (266) 25% (302) 25% (302) 2% (253) 9% (06) 229Streaming service: I subscribed in the past 27% (69) 20% (5) 7% (43) 25% (65) % (27) 255Streaming service: I have never subscribed 5% (08) 5% (09) 2% (54) 36% (260) 2% (90) 72Film: An avid fan 32% (249) 26% (204) 20% (54) 5% (6) 6% (46) 770Film: A casual fan 4% (65) 20% (235) 26% (300) 29% (332) % (30) 6Film: Not a fan % (29) 8% (22) 7% (46) 47% (29) 7% (47) 274Television: An avid fan 25% (262) 23% (240) 22% (226) 22% (230) 8% (80) 038Television: A casual fan 5% (53) 20% (99) 24% (245) 30% (298) % () 006Television: Not a fan 7% (28) 4% (23) 8% (29) 3% (50) 20% (32) 6Music: An avid fan 24% (289) 23% (270) 23% (276) 22% (258) 8% (90) 82Music: A casual fan 6% (42) 20% (8) 23% (205) 3% (279) % (05) 92Music: Not a fan % (2) 0% () 7% (9) 37% (4) 26% (28) Fashion: An avid fan 35% (6) 23% (75) 8% (60) 7% (57) 8% (26) 334Fashion: A casual fan 20% (76) 24% (28) 2% (9) 26% (233) 9% (79) 896Fashion: Not a fan 6% (52) 7% (69) 26% (249) 30% (288) 2% (7) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


290


Table AVE12_11: Would you watch a TV show with the following Marvel superheroes as the leading character?Mantis

Demographic





Adults 6% (353) 2% (466) 25% (545) 28% (62) 0% (220) 2205Gender: Male 8% (88) 23% (247) 25% (268) 24% (256) 0% (06) 064Gender: Female 4% (65) 9% (220) 24% (277) 32% (365) 0% (4) 4Age: 18-29 26% (25) 2% (99) 24% (3) 8% (86) 0% (48) 47Age: 30-44 9% (02) 25% (34) 24% (3) 22% (20) % (57) 544Age: 45-54 6% (63) 24% (94) 25% (99) 24% (95) 0% (4) 392Age: 55-64 9% (32) 20% (73) 26% (93) 35% (27) 0% (36) 360Age: 65+ 7% (3) 5% (67) 25% (09) 44% (93) 9% (37) 437Generation Z: 18-21 28% (47) 23% (38) 22% (37) 7% (28) 9% (6) 65Millennial: Age 22-37 23% (43) 22% (39) 23% (48) 2% (32) % (72) 635Generation X: Age 38-53 7% (94) 26% (45) 25% (45) 23% (3) 9% (54) 568Boomers: Age 54-72 9% (62) 8% (28) 27% (90) 37% (259) 0% (68) 706PID: Dem (no lean) 8% (27) 2% (54) 26% (90) 26% (87) 9% (64) 722PID: Ind (no lean) 6% (29) 23% (82) 24% (93) 25% (99) 2% (97) 800PID: Rep (no lean) 4% (97) 9% (30) 24% (62) 34% (234) 9% (59) 682PID/Gender: DemMen 2% (67) 24% (78) 25% (80) 22% (73) 8% (26) 324PID/Gender: DemWomen 5% (60) 9% (76) 28% (0) 29% (4) 0% (38) 398PID/Gender: Ind Men 6% (60) 25% (93) 24% (86) 2% (77) 4% (50) 366PID/Gender: Ind Women 6% (69) 2% (89) 25% (07) 28% (23) % (47) 434PID/Gender: Rep Men 6% (6) 20% (76) 27% (0) 28% (06) 8% (30) 374PID/Gender: Rep Women 2% (36) 8% (55) 20% (6) 4% (28) 9% (29) 308Ideo: Liberal (1-3) 22% (58) 23% (6) 23% (6) 24% (67) 9% (63) 70Ideo: Moderate (4) 4% (64) 2% (94) 28% (29) 30% (37) 8% (35) 459Ideo: Conservative (5-7) 2% (89) 8% (27) 28% (98) 34% (242) 9% (62) 78Educ: < College 8% (268) 2% (324) 24% (368) 26% (388) % (68) 56Educ: Bachelors degree % (49) 22% (98) 27% (22) 33% (49) 6% (27) 445Educ: Post-grad 5% (37) 8% (45) 22% (55) 34% (84) 0% (24) 245



291

Table AVE12_11


Demographic





Adults 6% (353) 2% (466) 25% (545) 28% (62) 0% (220) 2205Income: Under 50k 7% (237) 23% (30) 24% (33) 25% (338) % (55) 37Income: 50k-100k 4% (79) 20% (3) 26% (48) 32% (78) 8% (46) 565Income: 100k+ 4% (36) 6% (43) 25% (66) 39% (05) 7% (9) 269Ethnicity: White 4% (236) 20% (350) 26% (444) 3% (527) 0% (68) 726Ethnicity: Hispanic 25% (88) 27% (93) 23% (8) 6% (55) 0% (33) 350Ethnicity: Afr. Am. 25% (69) 22% (59) 24% (66) 20% (54) 0% (27) 275Ethnicity: Other 23% (48) 28% (57) 7% (35) 20% (40) 2% (25) 204Relig: Protestant 0% (48) 6% (76) 30% (40) 36% (68) 8% (39) 47Relig: Roman Catholic % (43) 23% (88) 2% (8) 36% (36) 8% (32) 380Relig: Ath./Agn./None 20% (33) 23% (50) 24% (59) 23% (5) % (72) 664Relig: Something Else 9% (73) 27% (0) 20% (77) 23% (88) % (42) 382Relig: Jewish % (6) 23% (2) 8% (0) 40% (2) 8% (4) 53Relig: All Christian 3% (48) 9% (25) 27% (309) 33% (38) 9% (06) 59Relig: All Non-Christian 20% (206) 24% (25) 23% (236) 23% (239) % (4) 046Community: Urban 8% (2) 24% (49) 23% (43) 23% (42) 2% (72) 68Community: Suburban 4% (35) 2% (94) 25% (238) 3% (294) 8% (78) 939Community: Rural 6% (06) 9% (23) 25% (64) 29% (85) % (70) 648Employ: Private Sector 9% (7) 25% (54) 26% (60) 23% (47) 8% (48) 626Employ: Government 6% (25) 7% (27) 25% (40) 33% (5) 9% (4) 56Employ: Self-Employed 8% (37) 27% (56) 26% (55) 25% (5) 5% (0) 209Employ: Homemaker 8% (27) 9% (29) 28% (43) 25% (39) 0% (6) 53Employ: Student 25% (28) 26% (30) 9% (2) 23% (26) 6% (7) 2Employ: Retired 8% (39) 6% (77) 25% (20) 42% (20) 0% (47) 483Employ: Unemployed 8% (4) 8% (4) 25% (58) 23% (54) 5% (35) 229Employ: Other 7% (4) 22% (53) 2% (49) 22% (52) 8% (43) 237Military HH: Yes 6% (67) 20% (82) 26% (04) 29% (7) 9% (37) 406Military HH: No 6% (286) 2% (384) 25% (44) 28% (504) 0% (83) 799RD/WT: Right Direction 7% (4) 20% (70) 24% (200) 29% (25) 0% (89) 85RD/WT: Wrong Track 6% (22) 22% (297) 25% (345) 27% (370) 0% (3) 354


292



Demographic





Adults 6% (353) 2% (466) 25% (545) 28% (62) 0% (220) 2205Trump Job Approve 5% (38) 8% (68) 26% (243) 30% (273) % (0) 924Trump Job Disapprove 7% (9) 24% (275) 25% (280) 27% (30) 7% (84) 40Trump Job Strongly Approve 5% (72) 2% (02) 22% (09) 32% (56) 0% (5) 490Trump Job Somewhat Approve 5% (66) 5% (66) 3% (35) 27% (7) 2% (50) 434Trump Job Somewhat Disapprove 6% (44) 28% (77) 26% (72) 20% (56) 9% (23) 272Trump Job Strongly Disapprove 7% (47) 23% (97) 24% (208) 29% (254) 7% (6) 868Favorable of Trump 5% (36) 9% (7) 26% (235) 3% (287) 9% (82) 9Unfavorable of Trump 7% (92) 23% (264) 25% (282) 26% (298) 8% (94) 30Very Favorable of Trump 5% (82) 2% (2) 23% (26) 32% (76) 8% (46) 543Somewhat Favorable of Trump 5% (54) 6% (59) 30% (09) 30% () 0% (37) 368Somewhat Unfavorable of Trump 4% (32) 25% (56) 26% (58) 23% (52) % (25) 223Very Unfavorable of Trump 8% (6) 23% (208) 25% (224) 27% (245) 8% (69) 907#1 Issue: Economy 8% (06) 23% (36) 27% (59) 24% (42) 7% (44) 588#1 Issue: Security 3% (58) 5% (67) 25% (09) 34% (45) 2% (52) 430#1 Issue: Health Care 8% (7) 25% (96) 2% (80) 27% (04) 9% (35) 385#1 Issue: Medicare / Social Security 2% (35) 9% (57) 25% (75) 36% (08) 8% (24) 299#1 Issue: Women’s Issues 6% (9) 29% (36) 26% (3) 22% (26) 7% (9) 22#1 Issue: Education 3% (20) 9% (28) 24% (36) 26% (40) 8% (27) 5#1 Issue: Energy 7% (7) 28% (28) 25% (25) 22% (22) 9% (9) 02#1 Issue: Other 2% (27) 4% (8) 24% (30) 26% (33) 6% (20) 292018 House Vote: Democrat 6% (25) 23% (77) 25% (9) 28% (26) 8% (6) 7702018 House Vote: Republican 4% (94) 7% (7) 26% (77) 33% (220) 9% (63) 6722018 House Vote: Someone else 3% (5) 27% (29) 23% (26) 26% (29) % (2) 02018 House Vote: Didnt Vote 8% (20) 22% (4) 23% (5) 24% (54) 3% (84) 6502016 Vote: Hillary Clinton 6% (09) 22% (43) 25% (64) 29% (92) 8% (55) 6632016 Vote: Donald Trump 3% (85) 8% (23) 25% (66) 35% (233) 9% (6) 6682016 Vote: Someone else 7% (33) 22% (43) 29% (58) 2% (4) % (22) 962016 Vote: Didnt Vote 9% (25) 23% (58) 23% (57) 23% (54) 2% (8) 675



293

Table AVE12_11


Demographic





Adults 6% (353) 2% (466) 25% (545) 28% (62) 0% (220) 2205Voted in 2014: Yes 5% (200) 2% (284) 25% (34) 3% (42) 9% (8) 364Voted in 2014: No 8% (53) 22% (82) 24% (204) 24% (200) 2% (02) 842012 Vote: Barack Obama 7% (4) 23% (9) 23% (88) 28% (228) 8% (68) 872012 Vote: Mitt Romney 0% (52) 6% (86) 28% (46) 37% (92) 9% (48) 5242012 Vote: Other 2% (3) 20% (2) 27% (28) 30% (3) % () 032012 Vote: Didn’t Vote 9% (46) 22% (68) 24% (8) 22% (69) 2% (93) 7584-Region: Northeast 5% (59) 20% (79) 26% (02) 30% (20) 9% (35) 3944-Region: Midwest 6% (74) 22% (0) 2% (98) 33% (53) 8% (38) 4634-Region: South 6% (32) 2% (77) 25% (205) 26% (26) 2% (96) 8264-Region: West 7% (88) 2% (09) 27% (4) 25% (32) 0% (52) 52Evangelical 5% (95) 6% (02) 29% (83) 3% (99) 0% (6) 640Non-Evangelical 6% (258) 23% (364) 23% (363) 27% (42) 0% (59) 565TV shows: Every day 9% (207) 23% (250) 25% (274) 26% (280) 8% (84) 095TV shows: Several times per week 6% (84) 22% (6) 26% (38) 29% (57) 8% (42) 536TV shows: About once per week 8% (24) 4% (9) 20% (27) 36% (48) 2% (6) 34TV shows: Several times per month 5% (6) 24% (27) 26% (29) 27% (30) 9% (0) 3TV shows: About once per month 7% (5) 6% (2) 28% (20) 29% (2) 20% (4) 7TV shows: Less often than once per month 0% (0) 20% (20) 26% (26) 32% (32) 2% (2) 00TV shows: Never 4% (7) 5% (23) 20% (32) 34% (53) 27% (42) 56Movies: Every day 29% (32) 26% (7) 20% (9) 9% (85) 7% (30) 455Movies: Several times per week 9% (07) 23% (29) 27% (50) 23% (3) 7% (4) 558Movies: About once per week 2% (45) 23% (84) 27% (96) 28% (00) 0% (36) 362Movies: Several times per month % (32) 20% (56) 30% (84) 30% (85) 9% (24) 28Movies: About once per month 0% (7) 24% (4) 24% (4) 32% (56) 0% (8) 72Movies: Less often than once per month 3% (7) 4% (29) 26% (54) 46% (98) % (24) 2Movies: Never 8% (4) 6% () 7% (28) 40% (67) 28% (47) 66


294



Demographic





Adults 6% (353) 2% (466) 25% (545) 28% (62) 0% (220) 2205Sports: Every day 29% (58) 8% (36) 22% (44) 24% (47) 7% (4) 98Sports: Several times per week 20% (67) 26% (86) 2% (7) 27% (90) 5% (6) 330Sports: About once per week 4% (37) 20% (54) 3% (84) 26% (70) 0% (26) 272Sports: Several times per month 9% (30) 7% (26) 30% (47) 26% (40) 9% (4) 58Sports: About once per month 9% (4) 20% (3) 32% (49) 28% (42) 0% (5) 5Sports: Less often than once per month 2% (44) 23% (87) 26% (98) 28% (07) % (42) 378Sports: Never 4% (04) 20% (46) 2% (52) 3% (224) 3% (93) 78Cable: I currently subscribe 7% (72) 20% (20) 25% (258) 29% (298) 9% (86) 05Cable: I subscribed in the past 3% (06) 25% (20) 26% (204) 26% (208) 9% (74) 793Cable: I have never subscribed 9% (75) 6% (65) 2% (83) 29% (5) 5% (59) 397Satellite television: I currently subscribe 2% (04) 7% (84) 2% (03) 29% (42) 2% (59) 492Satellite television: I subscribed in the past 5% (05) 23% (62) 28% (95) 24% (72) % (75) 70Satellite television: I have never subscribed 4% (44) 22% (220) 25% (246) 3% (307) 9% (85) 003Streaming service: I currently subscribe 7% (209) 24% (294) 26% (39) 25% (303) 8% (04) 229Streaming service: I subscribed in the past 22% (57) 23% (59) 9% (49) 24% (62) % (27) 255Streaming service: I have never subscribed 2% (87) 6% (3) 24% (76) 35% (256) 2% (89) 72Film: An avid fan 25% (90) 28% (28) 23% (75) 8% (37) 6% (50) 770Film: A casual fan 2% (35) 9% (224) 27% (36) 3% (360) % (26) 6Film: Not a fan 0% (28) 9% (24) 20% (54) 45% (23) 6% (44) 274Television: An avid fan 9% (96) 26% (270) 24% (248) 24% (249) 7% (75) 038Television: A casual fan 3% (29) 8% (80) 26% (265) 32% (323) % (08) 006Television: Not a fan 8% (28) 0% (6) 20% (32) 30% (48) 23% (37) 6Music: An avid fan 9% (227) 23% (275) 25% (293) 25% (293) 8% (95) 82Music: A casual fan 2% (0) 20% (83) 25% (232) 32% (290) % (97) 92Music: Not a fan 4% (6) 8% (9) 8% (20) 35% (38) 25% (28) Fashion: An avid fan 27% (9) 2% (69) 23% (76) 20% (68) 9% (29) 334Fashion: A casual fan 4% (28) 25% (225) 24% (23) 27% (242) 0% (90) 896Fashion: Not a fan 4% (34) 8% (73) 26% (257) 32% (30) 0% (0) 975



295

Table AVE12_11


Demographic





Adults 6% (353) 2% (466) 25% (545) 28% (62) 0% (220) 2205Sporting events: Every day 29% (58) 8% (36) 22% (44) 24% (47) 7% (4) 98Sporting events: Several times per week 20% (67) 26% (86) 2% (7) 27% (90) 5% (6) 330Sporting events: About once per week 4% (37) 20% (54) 3% (84) 26% (70) 0% (26) 272Sporting events: Several times per month 9% (30) 7% (26) 30% (47) 26% (40) 9% (4) 58Sporting events: About once per month 9% (4) 20% (3) 32% (49) 28% (42) 0% (5) 5Sporting events: Less often than once per month 2% (44) 23% (87) 26% (98) 28% (07) % (42) 378Sporting events: Never 4% (04) 20% (46) 2% (52) 3% (224) 3% (93) 78Cable television: I currently subscribe 7% (72) 20% (20) 25% (258) 29% (298) 9% (86) 05Cable television: I subscribed in the past 3% (06) 25% (20) 26% (204) 26% (208) 9% (74) 793Cable television: I have never subscribed 9% (75) 6% (65) 2% (83) 29% (5) 5% (59) 397Satellite television: I currently subscribe 2% (04) 7% (84) 2% (03) 29% (42) 2% (59) 492Satellite television: I subscribed in the past 5% (05) 23% (62) 28% (95) 24% (72) % (75) 70Satellite television: I have never subscribed 4% (44) 22% (220) 25% (246) 3% (307) 9% (85) 003Streaming service: I currently subscribe 7% (209) 24% (294) 26% (39) 25% (303) 8% (04) 229Streaming service: I subscribed in the past 22% (57) 23% (59) 9% (49) 24% (62) % (27) 255Streaming service: I have never subscribed 2% (87) 6% (3) 24% (76) 35% (256) 2% (89) 72Film: An avid fan 25% (90) 28% (28) 23% (75) 8% (37) 6% (50) 770Film: A casual fan 2% (35) 9% (224) 27% (36) 3% (360) % (26) 6Film: Not a fan 0% (28) 9% (24) 20% (54) 45% (23) 6% (44) 274Television: An avid fan 9% (96) 26% (270) 24% (248) 24% (249) 7% (75) 038Television: A casual fan 3% (29) 8% (80) 26% (265) 32% (323) % (08) 006Television: Not a fan 8% (28) 0% (6) 20% (32) 30% (48) 23% (37) 6Music: An avid fan 9% (227) 23% (275) 25% (293) 25% (293) 8% (95) 82Music: A casual fan 2% (0) 20% (83) 25% (232) 32% (290) % (97) 92Music: Not a fan 4% (6) 8% (9) 8% (20) 35% (38) 25% (28) Fashion: An avid fan 27% (9) 2% (69) 23% (76) 20% (68) 9% (29) 334Fashion: A casual fan 4% (28) 25% (225) 24% (23) 27% (242) 0% (90) 896Fashion: Not a fan 4% (34) 8% (73) 26% (257) 32% (30) 0% (0) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


296


Table AVE13_1: Would you watch a TV show with the following Marvel superheroes as the leading character?Nebula

Demographic





Adults 8% (394) 2% (464) 24% (524) 26% (584) % (239) 2205Gender: Male 22% (230) 23% (245) 23% (248) 23% (242) 9% (99) 064Gender: Female 4% (64) 9% (28) 24% (276) 30% (34) 2% (4) 4Age: 18-29 30% (4) 23% (06) 22% (02) 6% (74) 0% (47) 47Age: 30-44 24% (29) 23% (26) 25% (38) 8% (95) 0% (56) 544Age: 45-54 5% (6) 24% (93) 23% (9) 27% (07) 0% (4) 392Age: 55-64 0% (35) 9% (68) 26% (95) 3% (0) 5% (52) 360Age: 65+ 6% (28) 6% (7) 22% (98) 45% (97) 0% (43) 437Generation Z: 18-21 30% (50) 25% (42) 22% (36) 4% (23) 8% (3) 65Millennial: Age 22-37 28% (80) 2% (33) 23% (46) 6% (03) % (72) 635Generation X: Age 38-53 7% (98) 25% (40) 24% (34) 25% (4) 0% (55) 568Boomers: Age 54-72 8% (58) 9% (35) 26% (80) 35% (245) 2% (88) 706PID: Dem (no lean) 20% (42) 2% (50) 27% (92) 24% (77) 9% (62) 722PID: Ind (no lean) 20% (56) 22% (76) 22% (73) 23% (87) 3% (07) 800PID: Rep (no lean) 4% (96) 20% (38) 23% (58) 32% (220) 0% (70) 682PID/Gender: DemMen 26% (84) 9% (63) 26% (85) 22% (7) 6% (2) 324PID/Gender: DemWomen 4% (57) 22% (87) 27% (07) 26% (05) 0% (4) 398PID/Gender: Ind Men 22% (79) 26% (96) 9% (69) 2% (76) 3% (46) 366PID/Gender: Ind Women 8% (77) 9% (8) 24% (04) 26% () 4% (6) 434PID/Gender: Rep Men 8% (66) 23% (87) 25% (93) 25% (95) 9% (32) 374PID/Gender: Rep Women 9% (29) 6% (5) 2% (65) 4% (25) 2% (38) 308Ideo: Liberal (1-3) 24% (69) 22% (55) 24% (68) 22% (56) 9% (62) 70Ideo: Moderate (4) 6% (72) 22% (0) 25% (5) 27% (25) 0% (47) 459Ideo: Conservative (5-7) 2% (89) 9% (36) 24% (75) 34% (24) % (77) 78Educ: < College 9% (294) 2% (32) 23% (352) 24% (367) 2% (82) 56Educ: Bachelors degree 4% (6) 2% (9) 26% (4) 32% (40) 9% (38) 445Educ: Post-grad 6% (39) 2% (5) 24% (58) 3% (77) 8% (20) 245



297

Table AVE13_1


Demographic





Adults 8% (394) 2% (464) 24% (524) 26% (584) % (239) 2205Income: Under 50k 9% (264) 22% (297) 24% (33) 23% (35) 2% (64) 37Income: 50k-100k 6% (89) 20% (4) 24% (37) 30% (70) 0% (55) 565Income: 100k+ 5% (40) 20% (53) 2% (56) 37% (99) 8% (20) 269Ethnicity: White 5% (257) 2% (357) 24% (422) 29% (502) % (86) 726Ethnicity: Hispanic 27% (95) 27% (95) 22% (77) 4% (48) 0% (36) 350Ethnicity: Afr. Am. 28% (76) 24% (67) 9% (53) 7% (46) 2% (32) 275Ethnicity: Other 30% (60) 9% (40) 24% (49) 7% (35) 0% (2) 204Relig: Protestant 2% (57) 9% (89) 26% (25) 33% (57) 9% (44) 47Relig: Roman Catholic 2% (44) 23% (89) 22% (84) 34% (28) 9% (35) 380Relig: Ath./Agn./None 22% (48) 2% (42) 24% (57) 22% (44) % (73) 664Relig: Something Else 24% (93) 23% (88) 7% (66) 23% (87) 2% (47) 382Relig: Jewish 7% (9) 23% (2) 8% (0) 33% (8) 9% (5) 53Relig: All Christian 3% (53) 20% (234) 26% (300) 30% (352) 0% (20) 59Relig: All Non-Christian 23% (24) 22% (230) 2% (224) 22% (232) % (20) 046Community: Urban 2% (32) 23% (39) 22% (34) 22% (34) 3% (79) 68Community: Suburban 7% (59) 20% (89) 23% (220) 30% (284) 9% (86) 939Community: Rural 6% (03) 2% (35) 26% (69) 26% (66) % (74) 648Employ: Private Sector 20% (23) 24% (52) 24% (52) 24% (5) 8% (49) 626Employ: Government 22% (34) 4% (22) 28% (44) 23% (36) 2% (9) 56Employ: Self-Employed 2% (44) 25% (52) 26% (54) 2% (45) 7% (5) 209Employ: Homemaker 5% (22) 25% (38) 25% (38) 24% (37) 2% (8) 53Employ: Student 30% (34) 24% (27) 24% (27) 5% (6) 7% (8) 2Employ: Retired 9% (43) 6% (80) 23% (3) 40% (94) % (53) 483Employ: Unemployed 2% (49) 2% (47) 23% (53) 2% (49) 3% (30) 229Employ: Other 9% (45) 20% (47) 8% (43) 23% (55) 20% (47) 237Military HH: Yes 9% (77) 20% (8) 23% (94) 29% (7) 9% (38) 406Military HH: No 8% (37) 2% (383) 24% (430) 26% (467) % (202) 799RD/WT: Right Direction 6% (38) 2% (77) 22% (84) 28% (24) 3% () 85RD/WT: Wrong Track 9% (255) 2% (287) 25% (340) 25% (343) 0% (29) 354


298



Demographic





Adults 8% (394) 2% (464) 24% (524) 26% (584) % (239) 2205Trump Job Approve 6% (50) 9% (74) 23% (22) 29% (270) 3% (7) 924Trump Job Disapprove 9% (28) 23% (26) 26% (292) 25% (282) 8% (88) 40Trump Job Strongly Approve 5% (7) 2% (0) 2% (03) 3% (52) 3% (63) 490Trump Job Somewhat Approve 8% (79) 7% (74) 25% (09) 27% (8) 3% (55) 434Trump Job Somewhat Disapprove 7% (47) 25% (69) 27% (74) 2% (58) 9% (24) 272Trump Job Strongly Disapprove 20% (70) 22% (93) 25% (27) 26% (224) 7% (64) 868Favorable of Trump 6% (43) 9% (75) 24% (27) 3% (28) 0% (95) 9Unfavorable of Trump 9% (27) 22% (253) 26% (289) 24% (270) 9% (0) 30Very Favorable of Trump 5% (83) 2% (3) 22% (7) 32% (72) % (58) 543Somewhat Favorable of Trump 6% (60) 7% (62) 27% (99) 30% (0) 0% (37) 368Somewhat Unfavorable of Trump 7% (38) 25% (56) 24% (54) 23% (5) % (25) 223Very Unfavorable of Trump 20% (79) 22% (97) 26% (236) 24% (29) 8% (76) 907#1 Issue: Economy 2% (26) 22% (27) 26% (52) 2% (26) 0% (57) 588#1 Issue: Security % (46) 7% (73) 24% (02) 34% (47) 5% (63) 430#1 Issue: Health Care 2% (82) 25% (96) 20% (76) 25% (96) 9% (35) 385#1 Issue: Medicare / Social Security 0% (3) 2% (63) 22% (65) 36% (08) % (32) 299#1 Issue: Women’s Issues 2% (25) 27% (33) 29% (35) 7% (2) 6% (7) 22#1 Issue: Education 2% (3) 22% (33) 2% (3) 24% (36) 3% (20) 5#1 Issue: Energy 20% (2) 2% (22) 26% (27) 23% (23) 0% (0) 02#1 Issue: Other 25% (32) 3% (7) 28% (36) 2% (28) 2% (6) 292018 House Vote: Democrat 9% (46) 20% (56) 25% (96) 27% (209) 8% (62) 7702018 House Vote: Republican 3% (85) 20% (37) 23% (57) 33% (220) % (74) 6722018 House Vote: Someone else 5% (6) 22% (24) 23% (26) 27% (29) 4% (5) 02018 House Vote: Didnt Vote 23% (47) 22% (45) 22% (45) 9% (25) 4% (88) 6502016 Vote: Hillary Clinton 8% (8) 20% (34) 27% (76) 27% (8) 8% (55) 6632016 Vote: Donald Trump 2% (80) 20% (36) 23% (53) 34% (228) % (7) 6682016 Vote: Someone else 9% (37) 9% (36) 26% (5) 22% (43) 5% (29) 962016 Vote: Didnt Vote 23% (57) 23% (58) 2% (44) 9% (3) 3% (84) 675



299

Table AVE13_1


Demographic





Adults 8% (394) 2% (464) 24% (524) 26% (584) % (239) 2205Voted in 2014: Yes 5% (203) 2% (287) 25% (337) 30% (404) 0% (34) 364Voted in 2014: No 23% (9) 2% (77) 22% (87) 2% (80) 3% (06) 842012 Vote: Barack Obama 8% (5) 22% (83) 24% (99) 25% (204) 0% (80) 872012 Vote: Mitt Romney 9% (47) 8% (96) 24% (28) 37% (96) % (57) 5242012 Vote: Other 6% (6) 20% (2) 23% (24) 30% (3) % (2) 032012 Vote: Didn’t Vote 24% (80) 22% (64) 23% (7) 20% (52) 2% (90) 7584-Region: Northeast 6% (64) 9% (75) 25% (00) 30% (6) 0% (39) 3944-Region: Midwest 7% (79) 2% (99) 22% (00) 30% (39) 0% (46) 4634-Region: South 8% (46) 2% (76) 24% (94) 26% (22) 2% (98) 8264-Region: West 20% (04) 22% (3) 25% (30) 22% (7) % (57) 52Evangelical 5% (97) 7% (09) 28% (82) 28% (76) 2% (76) 640Non-Evangelical 9% (297) 23% (355) 22% (342) 26% (408) 0% (63) 565TV shows: Every day 20% (27) 22% (246) 24% (266) 25% (274) 8% (92) 095TV shows: Several times per week 7% (9) 23% (26) 24% (27) 27% (45) 9% (47) 536TV shows: About once per week 25% (33) 7% (22) 2% (29) 28% (38) 9% (2) 34TV shows: Several times per month 2% (23) 20% (22) 24% (27) 26% (30) 9% () 3TV shows: About once per month 8% (6) 9% (6) 27% (9) 27% (20) 29% (2) 7TV shows: Less often than once per month 7% (7) 2% (2) 26% (26) 33% (33) 3% (3) 00TV shows: Never 0% (6) 3% (2) 9% (29) 29% (45) 29% (45) 56Movies: Every day 33% (52) 26% (8) 8% (82) 5% (69) 8% (34) 455Movies: Several times per week 7% (96) 25% (39) 26% (46) 25% (38) 7% (39) 558Movies: About once per week 7% (60) 23% (83) 25% (9) 24% (88) % (4) 362Movies: Several times per month 5% (4) 20% (55) 28% (79) 28% (78) 0% (28) 28Movies: About once per month % (9) 8% (3) 25% (42) 33% (57) 4% (24) 72Movies: Less often than once per month 5% (0) 2% (26) 24% (52) 43% (9) 5% (32) 2Movies: Never 0% (6) 8% (3) 9% (32) 39% (64) 25% (4) 66


300



Demographic





Adults 8% (394) 2% (464) 24% (524) 26% (584) % (239) 2205Sports: Every day 27% (53) 22% (44) 23% (45) 22% (44) 6% (3) 98Sports: Several times per week 25% (8) 22% (73) 23% (74) 26% (86) 5% (5) 330Sports: About once per week 5% (39) 26% (70) 27% (74) 23% (63) 9% (25) 272Sports: Several times per month 22% (34) 9% (30) 24% (38) 24% (38) % (8) 58Sports: About once per month 2% (8) 29% (43) 23% (35) 27% (40) 0% (4) 5Sports: Less often than once per month 5% (56) 9% (70) 28% (05) 26% (99) 3% (48) 378Sports: Never 6% (2) 9% (33) 2% (53) 30% (23) 5% (07) 78Cable: I currently subscribe 8% (8) 2% (2) 23% (235) 28% (282) 0% (06) 05Cable: I subscribed in the past 5% (20) 24% (89) 27% (22) 25% (97) 9% (75) 793Cable: I have never subscribed 23% (92) 6% (64) 20% (77) 27% (05) 5% (58) 397Satellite television: I currently subscribe 9% (94) 2% (0) 20% (0) 29% (44) % (52) 492Satellite television: I subscribed in the past 6% (7) 23% (62) 26% (83) 24% (69) % (80) 70Satellite television: I have never subscribed 8% (83) 20% (20) 24% (240) 27% (27) % (08) 003Streaming service: I currently subscribe 20% (245) 24% (30) 25% (303) 22% (270) 9% (0) 229Streaming service: I subscribed in the past 2% (53) 24% (62) 22% (56) 23% (58) 0% (26) 255Streaming service: I have never subscribed 3% (96) 4% (0) 23% (65) 35% (256) 4% (04) 72Film: An avid fan 27% (206) 27% (205) 22% (72) 8% (38) 6% (50) 770Film: A casual fan 4% (6) 20% (23) 25% (292) 29% (333) 2% (44) 6Film: Not a fan 0% (27) 0% (28) 22% (60) 4% (3) 7% (45) 274Television: An avid fan 20% (209) 24% (252) 23% (238) 24% (25) 8% (87) 038Television: A casual fan 6% (57) 9% (92) 25% (250) 29% (292) % (6) 006Television: Not a fan 7% (28) 3% (20) 22% (36) 25% (40) 23% (37) 6Music: An avid fan 22% (262) 22% (260) 23% (275) 24% (286) 8% (00) 82Music: A casual fan 3% (6) 2% (89) 25% (230) 29% (265) 2% (2) 92Music: Not a fan 4% (6) 4% (5) 7% (9) 30% (33) 25% (28) Fashion: An avid fan 29% (96) 2% (69) 2% (70) 20% (68) 9% (3) 334Fashion: A casual fan 7% (48) 24% (23) 23% (207) 26% (235) 0% (94) 896Fashion: Not a fan 5% (50) 9% (82) 25% (247) 29% (282) 2% (5) 975



301

Table AVE13_1


Demographic





Adults 8% (394) 2% (464) 24% (524) 26% (584) % (239) 2205Sporting events: Every day 27% (53) 22% (44) 23% (45) 22% (44) 6% (3) 98Sporting events: Several times per week 25% (8) 22% (73) 23% (74) 26% (86) 5% (5) 330Sporting events: About once per week 5% (39) 26% (70) 27% (74) 23% (63) 9% (25) 272Sporting events: Several times per month 22% (34) 9% (30) 24% (38) 24% (38) % (8) 58Sporting events: About once per month 2% (8) 29% (43) 23% (35) 27% (40) 0% (4) 5Sporting events: Less often than once per month 5% (56) 9% (70) 28% (05) 26% (99) 3% (48) 378Sporting events: Never 6% (2) 9% (33) 2% (53) 30% (23) 5% (07) 78Cable television: I currently subscribe 8% (8) 2% (2) 23% (235) 28% (282) 0% (06) 05Cable television: I subscribed in the past 5% (20) 24% (89) 27% (22) 25% (97) 9% (75) 793Cable television: I have never subscribed 23% (92) 6% (64) 20% (77) 27% (05) 5% (58) 397Satellite television: I currently subscribe 9% (94) 2% (0) 20% (0) 29% (44) % (52) 492Satellite television: I subscribed in the past 6% (7) 23% (62) 26% (83) 24% (69) % (80) 70Satellite television: I have never subscribed 8% (83) 20% (20) 24% (240) 27% (27) % (08) 003Streaming service: I currently subscribe 20% (245) 24% (30) 25% (303) 22% (270) 9% (0) 229Streaming service: I subscribed in the past 2% (53) 24% (62) 22% (56) 23% (58) 0% (26) 255Streaming service: I have never subscribed 3% (96) 4% (0) 23% (65) 35% (256) 4% (04) 72Film: An avid fan 27% (206) 27% (205) 22% (72) 8% (38) 6% (50) 770Film: A casual fan 4% (6) 20% (23) 25% (292) 29% (333) 2% (44) 6Film: Not a fan 0% (27) 0% (28) 22% (60) 4% (3) 7% (45) 274Television: An avid fan 20% (209) 24% (252) 23% (238) 24% (25) 8% (87) 038Television: A casual fan 6% (57) 9% (92) 25% (250) 29% (292) % (6) 006Television: Not a fan 7% (28) 3% (20) 22% (36) 25% (40) 23% (37) 6Music: An avid fan 22% (262) 22% (260) 23% (275) 24% (286) 8% (00) 82Music: A casual fan 3% (6) 2% (89) 25% (230) 29% (265) 2% (2) 92Music: Not a fan 4% (6) 4% (5) 7% (9) 30% (33) 25% (28) Fashion: An avid fan 29% (96) 2% (69) 2% (70) 20% (68) 9% (3) 334Fashion: A casual fan 7% (48) 24% (23) 23% (207) 26% (235) 0% (94) 896Fashion: Not a fan 5% (50) 9% (82) 25% (247) 29% (282) 2% (5) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


302


Table AVE13_2: Would you watch a TV show with the following Marvel superheroes as the leading character?Okoye

Demographic





Adults 2% (473) 20% (447) 23% (507) 26% (576) 9% (20) 2205Gender: Male 23% (244) 2% (224) 25% (266) 23% (247) 8% (84) 064Gender: Female 20% (229) 20% (224) 2% (24) 29% (329) 0% (8) 4Age: 18-29 35% (65) 24% (4) 6% (75) 6% (73) 9% (44) 47Age: 30-44 26% (40) 22% (7) 22% (20) 22% (8) 9% (50) 544Age: 45-54 20% (80) 22% (86) 26% (03) 23% (92) 8% (32) 392Age: 55-64 2% (44) 9% (70) 26% (93) 30% (08) 3% (45) 360Age: 65+ 0% (45) 4% (60) 27% (7) 42% (85) 7% (3) 437Generation Z: 18-21 36% (60) 28% (46) 6% (27) 2% (20) 8% (3) 65Millennial: Age 22-37 3% (96) 22% (40) 8% (2) 9% (2) 0% (65) 635Generation X: Age 38-53 22% (23) 2% (2) 26% (46) 24% (34) 8% (44) 568Boomers: Age 54-72 2% (85) 7% (8) 28% (97) 33% (235) 0% (7) 706PID: Dem (no lean) 28% (20) 2% (54) 22% (58) 2% (55) 8% (55) 722PID: Ind (no lean) 22% (76) 20% (6) 22% (76) 24% (95) % (92) 800PID: Rep (no lean) 4% (96) 9% (32) 25% (73) 33% (227) 8% (54) 682PID/Gender: DemMen 30% (96) 8% (60) 26% (84) 9% (6) 7% (24) 324PID/Gender: DemWomen 26% (05) 24% (94) 9% (74) 24% (94) 8% (3) 398PID/Gender: Ind Men 24% (87) 23% (83) 22% (80) 2% (77) % (39) 366PID/Gender: Ind Women 2% (90) 8% (78) 22% (96) 27% (8) 2% (53) 434PID/Gender: Rep Men 6% (6) 22% (8) 27% (03) 29% (09) 5% (20) 374PID/Gender: Rep Women % (35) 7% (5) 23% (7) 38% (7) % (34) 308Ideo: Liberal (1-3) 30% (22) 2% (49) 20% (43) 22% (55) 7% (52) 70Ideo: Moderate (4) 2% (98) 20% (9) 25% (5) 26% (2) 7% (34) 459Ideo: Conservative (5-7) 3% (93) 8% (33) 27% (95) 33% (235) 9% (63) 78Educ: < College 23% (34) 2% (34) 22% (337) 24% (364) % (60) 56Educ: Bachelors degree 7% (76) 2% (92) 25% (2) 3% (39) 6% (25) 445Educ: Post-grad 23% (55) 7% (42) 24% (58) 30% (73) 7% (6) 245



303

Table AVE13_2


Demographic





Adults 2% (473) 20% (447) 23% (507) 26% (576) 9% (20) 2205Income: Under 50k 23% (33) 22% (297) 22% (306) 23% (37) 0% (38) 37Income: 50k-100k 20% (5) 7% (94) 25% (40) 30% (7) 8% (44) 565Income: 100k+ 6% (44) 2% (56) 23% (62) 33% (88) 7% (9) 269Ethnicity: White 5% (259) 9% (336) 26% (440) 30% (520) 0% (7) 726Ethnicity: Hispanic 35% (2) 24% (83) 22% (75) 3% (46) 7% (25) 350Ethnicity: Afr. Am. 55% (5) 22% (6) 8% (22) 0% (26) 5% (5) 275Ethnicity: Other 3% (63) 24% (50) 22% (45) 5% (30) 8% (6) 204Relig: Protestant 5% (7) 7% (82) 30% (4) 3% (45) 7% (32) 47Relig: Roman Catholic 8% (67) 5% (58) 25% (96) 34% (28) 8% (30) 380Relig: Ath./Agn./None 24% (57) 22% (43) 2% (4) 23% (52) % (70) 664Relig: Something Else 27% (02) 27% (02) 4% (54) 24% (90) 9% (33) 382Relig: Jewish 8% (5) 29% (6) 9% (0) 33% (8) 0% (5) 53Relig: All Christian 8% (24) 7% (202) 27% (32) 29% (334) 8% (98) 59Relig: All Non-Christian 25% (259) 23% (245) 9% (96) 23% (242) 0% (04) 046Community: Urban 30% (85) 22% (34) 7% (05) 22% (37) 9% (57) 68Community: Suburban 9% (74) 2% (93) 24% (225) 29% (270) 8% (77) 939Community: Rural 8% (4) 8% (20) 27% (77) 26% (69) 0% (67) 648Employ: Private Sector 23% (46) 23% (42) 2% (33) 26% (62) 7% (43) 626Employ: Government 24% (38) 20% (32) 27% (42) 2% (33) 7% (0) 56Employ: Self-Employed 24% (50) 22% (47) 22% (46) 24% (50) 8% (6) 209Employ: Homemaker 20% (30) 20% (30) 22% (34) 25% (38) 3% (20) 53Employ: Student 38% (43) 25% (28) 20% (23) 2% (4) 4% (5) 2Employ: Retired 2% (57) 5% (72) 27% (29) 38% (85) 8% (40) 483Employ: Unemployed 2% (47) 24% (54) 26% (60) 20% (45) 0% (23) 229Employ: Other 26% (62) 8% (42) 7% (40) 2% (49) 8% (44) 237Military HH: Yes 20% (80) 23% (92) 24% (97) 28% (3) 6% (24) 406Military HH: No 22% (393) 20% (356) 23% (40) 26% (463) 0% (77) 799RD/WT: Right Direction 7% (46) 8% (55) 25% (2) 29% (250) 0% (89) 85RD/WT: Wrong Track 24% (327) 22% (292) 22% (296) 24% (326) 8% (2) 354


304



Demographic





Adults 2% (473) 20% (447) 23% (507) 26% (576) 9% (20) 2205Trump Job Approve 5% (39) 7% (58) 27% (246) 3% (284) 0% (97) 924Trump Job Disapprove 27% (304) 23% (258) 22% (245) 23% (262) 6% (7) 40Trump Job Strongly Approve 6% (80) 6% (80) 25% (2) 32% (59) 0% (50) 490Trump Job Somewhat Approve 4% (60) 8% (78) 29% (25) 29% (25) % (47) 434Trump Job Somewhat Disapprove 24% (65) 22% (59) 25% (68) 20% (54) 0% (26) 272Trump Job Strongly Disapprove 27% (238) 23% (98) 20% (78) 24% (208) 5% (45) 868Favorable of Trump 6% (44) 6% (49) 26% (24) 32% (292) 9% (86) 9Unfavorable of Trump 26% (29) 24% (269) 2% (236) 22% (25) 7% (84) 30Very Favorable of Trump 6% (89) 8% (99) 24% (30) 32% (75) 9% (50) 543Somewhat Favorable of Trump 5% (55) 4% (50) 30% (0) 32% (7) 0% (36) 368Somewhat Unfavorable of Trump 2% (48) 24% (54) 22% (48) 20% (45) 3% (29) 223Very Unfavorable of Trump 27% (243) 24% (25) 2% (87) 23% (206) 6% (56) 907#1 Issue: Economy 24% (40) 22% (30) 25% (44) 2% (25) 8% (49) 588#1 Issue: Security 3% (58) 3% (54) 28% (9) 35% (5) % (49) 430#1 Issue: Health Care 28% (07) 22% (84) 20% (76) 24% (9) 7% (27) 385#1 Issue: Medicare / Social Security 6% (47) 24% (70) 2% (62) 3% (93) 9% (26) 299#1 Issue: Women’s Issues 29% (36) 26% (32) 8% (22) 2% (25) 6% (7) 22#1 Issue: Education 22% (33) 9% (28) 20% (30) 26% (39) 4% (20) 5#1 Issue: Energy 2% (22) 24% (25) 27% (27) 2% (22) 6% (6) 02#1 Issue: Other 25% (32) 9% (24) 2% (27) 23% (29) 3% (7) 292018 House Vote: Democrat 27% (206) 2% (63) 22% (72) 24% (84) 6% (44) 7702018 House Vote: Republican 3% (89) 8% (24) 26% (75) 33% (22) 9% (63) 6722018 House Vote: Someone else 2% (24) 2% (24) 9% (2) 27% (30) % (2) 02018 House Vote: Didnt Vote 24% (54) 2% (35) 2% (38) 22% (40) 3% (82) 6502016 Vote: Hillary Clinton 27% (78) 8% (22) 24% (62) 24% (59) 7% (43) 6632016 Vote: Donald Trump 2% (80) 8% (2) 26% (73) 36% (238) 8% (56) 6682016 Vote: Someone else 23% (45) 9% (37) 25% (49) 2% (4) 2% (25) 962016 Vote: Didnt Vote 25% (68) 25% (68) 8% (24) 20% (38) % (77) 675



305

Table AVE13_2


Demographic





Adults 2% (473) 20% (447) 23% (507) 26% (576) 9% (20) 2205Voted in 2014: Yes 20% (267) 20% (277) 24% (328) 29% (392) 7% (0) 364Voted in 2014: No 24% (206) 20% (70) 2% (80) 22% (85) 2% (00) 842012 Vote: Barack Obama 26% (24) 22% (80) 2% (7) 24% (94) 7% (57) 872012 Vote: Mitt Romney 0% (5) 5% (8) 30% (55) 37% (92) 9% (45) 5242012 Vote: Other 9% (20) 9% (20) 23% (23) 3% (32) 9% (9) 032012 Vote: Didn’t Vote 25% (88) 22% (67) 2% (57) 2% (58) 2% (89) 7584-Region: Northeast 9% (75) 8% (70) 23% (90) 3% (22) 9% (37) 3944-Region: Midwest 2% (96) 9% (90) 22% (0) 29% (33) 9% (43) 4634-Region: South 23% (88) 2% (73) 22% (79) 25% (207) 0% (79) 8264-Region: West 22% (4) 22% (4) 26% (37) 22% (4) 8% (42) 52Evangelical 20% (29) 8% (6) 27% (73) 26% (65) 9% (57) 640Non-Evangelical 22% (344) 2% (33) 2% (335) 26% (4) 9% (44) 565TV shows: Every day 24% (262) 2% (232) 24% (265) 24% (259) 7% (77) 095TV shows: Several times per week 22% (20) 25% (32) 2% () 26% (39) 6% (33) 536TV shows: About once per week 25% (33) 3% (7) 2% (29) 33% (44) 8% () 34TV shows: Several times per month 8% (2) 5% (7) 22% (25) 37% (4) 8% (9) 3TV shows: About once per month 7% (5) 2% (8) 3% (22) 26% (9) 24% (7) 7TV shows: Less often than once per month 3% (3) 2% (2) 26% (26) 3% (3) 0% (0) 00TV shows: Never 2% (9) 3% (20) 9% (30) 27% (42) 29% (45) 56Movies: Every day 36% (65) 26% (6) 6% (7) 7% (76) 6% (26) 455Movies: Several times per week 23% (29) 24% (32) 25% (39) 23% (28) 6% (3) 558Movies: About once per week 2% (76) 22% (79) 26% (93) 23% (82) 9% (32) 362Movies: Several times per month 7% (47) 7% (48) 25% (70) 3% (88) 0% (27) 28Movies: About once per month 4% (24) 8% (3) 27% (47) 3% (54) 0% (7) 72Movies: Less often than once per month 6% (3) 6% (33) 29% (60) 38% (80) 2% (25) 2Movies: Never 2% (9) 6% (9) 7% (28) 4% (69) 25% (4) 66


306



Demographic





Adults 2% (473) 20% (447) 23% (507) 26% (576) 9% (20) 2205Sports: Every day 35% (68) 20% (4) 9% (38) 23% (45) 3% (6) 98Sports: Several times per week 29% (95) 20% (67) 22% (73) 25% (8) 4% (4) 330Sports: About once per week 7% (46) 24% (65) 27% (74) 25% (68) 7% (8) 272Sports: Several times per month 20% (32) 2% (33) 26% (42) 23% (36) 0% (6) 58Sports: About once per month 7% (25) 22% (33) 29% (44) 26% (39) 7% () 5Sports: Less often than once per month 20% (75) 20% (77) 27% (00) 24% (92) 9% (34) 378Sports: Never 8% (32) 8% (32) 9% (36) 30% (25) 4% (03) 78Cable: I currently subscribe 23% (229) 9% (93) 23% (228) 27% (273) 9% (92) 05Cable: I subscribed in the past 20% (56) 23% (84) 24% (93) 24% (9) 9% (70) 793Cable: I have never subscribed 22% (88) 8% (7) 22% (86) 28% (2) 0% (40) 397Satellite television: I currently subscribe 26% (27) 7% (84) 9% (94) 28% (40) 0% (47) 492Satellite television: I subscribed in the past 20% (40) 22% (57) 24% (7) 24% (72) 0% (70) 70Satellite television: I have never subscribed 20% (205) 2% (207) 24% (243) 26% (264) 8% (84) 003Streaming service: I currently subscribe 24% (299) 23% (282) 22% (274) 22% (272) 8% (03) 229Streaming service: I subscribed in the past 26% (66) 2% (53) 22% (56) 23% (58) 8% (22) 255Streaming service: I have never subscribed 5% (08) 6% (3) 25% (77) 34% (246) % (77) 72Film: An avid fan 32% (249) 25% (90) 20% (55) 7% (27) 6% (49) 770Film: A casual fan 6% (88) 20% (228) 26% (299) 29% (333) 0% (4) 6Film: Not a fan 3% (36) % (29) 20% (54) 42% (6) 4% (39) 274Television: An avid fan 27% (276) 2% (28) 22% (229) 23% (238) 7% (77) 038Television: A casual fan 6% (64) 20% (20) 25% (25) 29% (295) 9% (95) 006Television: Not a fan 2% (33) 7% (28) 7% (27) 27% (43) 9% (30) 6Music: An avid fan 27% (322) 22% (256) 2% (25) 23% (269) 7% (84) 82Music: A casual fan 4% (3) 9% (78) 26% (238) 30% (269) 0% (96) 92Music: Not a fan 7% (9) 2% (4) 7% (9) 34% (37) 20% (22) Fashion: An avid fan 39% (3) 2% (70) 7% (57) 6% (53) 7% (23) 334Fashion: A casual fan 2% (90) 22% (200) 2% (88) 26% (236) 9% (84) 896Fashion: Not a fan 6% (52) 8% (77) 27% (263) 30% (288) 0% (94) 975



307

Table AVE13_2


Demographic





Adults 2% (473) 20% (447) 23% (507) 26% (576) 9% (20) 2205Sporting events: Every day 35% (68) 20% (4) 9% (38) 23% (45) 3% (6) 98Sporting events: Several times per week 29% (95) 20% (67) 22% (73) 25% (8) 4% (4) 330Sporting events: About once per week 7% (46) 24% (65) 27% (74) 25% (68) 7% (8) 272Sporting events: Several times per month 20% (32) 2% (33) 26% (42) 23% (36) 0% (6) 58Sporting events: About once per month 7% (25) 22% (33) 29% (44) 26% (39) 7% () 5Sporting events: Less often than once per month 20% (75) 20% (77) 27% (00) 24% (92) 9% (34) 378Sporting events: Never 8% (32) 8% (32) 9% (36) 30% (25) 4% (03) 78Cable television: I currently subscribe 23% (229) 9% (93) 23% (228) 27% (273) 9% (92) 05Cable television: I subscribed in the past 20% (56) 23% (84) 24% (93) 24% (9) 9% (70) 793Cable television: I have never subscribed 22% (88) 8% (7) 22% (86) 28% (2) 0% (40) 397Satellite television: I currently subscribe 26% (27) 7% (84) 9% (94) 28% (40) 0% (47) 492Satellite television: I subscribed in the past 20% (40) 22% (57) 24% (7) 24% (72) 0% (70) 70Satellite television: I have never subscribed 20% (205) 2% (207) 24% (243) 26% (264) 8% (84) 003Streaming service: I currently subscribe 24% (299) 23% (282) 22% (274) 22% (272) 8% (03) 229Streaming service: I subscribed in the past 26% (66) 2% (53) 22% (56) 23% (58) 8% (22) 255Streaming service: I have never subscribed 5% (08) 6% (3) 25% (77) 34% (246) % (77) 72Film: An avid fan 32% (249) 25% (90) 20% (55) 7% (27) 6% (49) 770Film: A casual fan 6% (88) 20% (228) 26% (299) 29% (333) 0% (4) 6Film: Not a fan 3% (36) % (29) 20% (54) 42% (6) 4% (39) 274Television: An avid fan 27% (276) 2% (28) 22% (229) 23% (238) 7% (77) 038Television: A casual fan 6% (64) 20% (20) 25% (25) 29% (295) 9% (95) 006Television: Not a fan 2% (33) 7% (28) 7% (27) 27% (43) 9% (30) 6Music: An avid fan 27% (322) 22% (256) 2% (25) 23% (269) 7% (84) 82Music: A casual fan 4% (3) 9% (78) 26% (238) 30% (269) 0% (96) 92Music: Not a fan 7% (9) 2% (4) 7% (9) 34% (37) 20% (22) Fashion: An avid fan 39% (3) 2% (70) 7% (57) 6% (53) 7% (23) 334Fashion: A casual fan 2% (90) 22% (200) 2% (88) 26% (236) 9% (84) 896Fashion: Not a fan 6% (52) 8% (77) 27% (263) 30% (288) 0% (94) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


308


Table AVE13_3: Would you watch a TV show with the following Marvel superheroes as the leading character?Scarlet Witch

Demographic





Adults 25% (556) 23% (5) 9% (45) 24% (525) 9% (98) 2205Gender: Male 29% (33) 24% (259) 9% (200) 20% (2) 8% (83) 064Gender: Female 2% (244) 22% (252) 9% (25) 28% (34) 0% (6) 4Age: 18-29 39% (86) 22% (03) 7% (78) 3% (60) 9% (45) 47Age: 30-44 33% (82) 25% (34) 8% (98) 7% (90) 7% (40) 544Age: 45-54 23% (9) 28% () 7% (68) 22% (87) 9% (35) 392Age: 55-64 5% (55) 22% (78) 23% (84) 29% (05) % (38) 360Age: 65+ 0% (43) 20% (85) 20% (87) 42% (82) 9% (4) 437Generation Z: 18-21 39% (64) 24% (39) 7% (29) 9% (6) 0% (7) 65Millennial: Age 22-37 37% (234) 22% (43) 7% (09) 5% (94) 9% (55) 635Generation X: Age 38-53 26% (50) 28% (57) 7% (98) 2% (2) 8% (44) 568Boomers: Age 54-72 4% (98) 2% (49) 22% (57) 33% (232) 0% (70) 706PID: Dem (no lean) 25% (79) 26% (89) 9% (39) 22% (60) 8% (55) 722PID: Ind (no lean) 26% (209) 23% (82) 9% (50) 2% (70) % (90) 800PID: Rep (no lean) 25% (68) 2% (40) 8% (26) 29% (94) 8% (54) 682PID/Gender: DemMen 32% (03) 26% (86) 6% (52) 9% (6) 7% (23) 324PID/Gender: DemWomen 9% (77) 26% (03) 22% (88) 25% (99) 8% (32) 398PID/Gender: Ind Men 27% (00) 26% (95) 9% (68) 8% (66) 0% (37) 366PID/Gender: Ind Women 25% (09) 20% (86) 9% (82) 24% (04) 2% (53) 434PID/Gender: Rep Men 29% (0) 2% (78) 2% (80) 22% (83) 6% (23) 374PID/Gender: Rep Women 9% (58) 20% (63) 5% (46) 36% () 0% (3) 308Ideo: Liberal (1-3) 30% (24) 23% (65) 8% (26) 2% (48) 8% (58) 70Ideo: Moderate (4) 24% (0) 24% (2) 20% (94) 25% (7) 6% (26) 459Ideo: Conservative (5-7) 20% (40) 24% (70) 20% (43) 28% (204) 9% (6) 78Educ: < College 27% (406) 24% (362) 8% (276) 2% (323) 0% (48) 56Educ: Bachelors degree 2% (94) 22% (97) 2% (9) 30% (32) 7% (3) 445Educ: Post-grad 23% (56) 2% (52) 9% (47) 29% (70) 8% (9) 245



309

Table AVE13_3


Demographic





Adults 25% (556) 23% (5) 9% (45) 24% (525) 9% (98) 2205Income: Under 50k 27% (375) 24% (334) 8% (243) 2% (282) 0% (38) 37Income: 50k-100k 22% (23) 23% (29) 9% (07) 29% (64) 7% (42) 565Income: 100k+ 22% (59) 8% (48) 24% (64) 29% (79) 7% (9) 269Ethnicity: White 23% (392) 23% (399) 9% (327) 26% (450) 9% (57) 726Ethnicity: Hispanic 39% (38) 24% (83) 7% (58) 3% (44) 8% (27) 350Ethnicity: Afr. Am. 33% (92) 25% (68) 8% (50) 6% (44) 8% (2) 275Ethnicity: Other 35% (72) 2% (44) 8% (37) 5% (3) 0% (20) 204Relig: Protestant 6% (77) 2% (98) 24% () 30% (43) 9% (42) 47Relig: Roman Catholic 23% (86) 23% (87) 7% (66) 29% (0) 8% (3) 380Relig: Ath./Agn./None 29% (9) 24% (56) 20% (32) 9% (23) 9% (6) 664Relig: Something Else 32% (2) 23% (87) 3% (49) 24% (90) 9% (34) 382Relig: Jewish 24% (3) 8% (0) 3% (7) 36% (9) 9% (5) 53Relig: All Christian 2% (244) 23% (268) 20% (233) 27% (3) 9% (03) 59Relig: All Non-Christian 30% (32) 23% (243) 7% (8) 20% (23) 9% (96) 046Community: Urban 29% (78) 23% (45) 7% (06) 20% (25) 0% (64) 68Community: Suburban 23% (23) 24% (222) 20% (83) 26% (248) 8% (72) 939Community: Rural 25% (65) 22% (44) 9% (25) 23% (5) 0% (63) 648Employ: Private Sector 3% (92) 27% (68) 6% (00) 2% (34) 5% (33) 626Employ: Government 29% (45) 8% (29) 23% (37) 2% (32) 9% (4) 56Employ: Self-Employed 33% (70) 24% (50) 7% (36) 9% (4) 6% (2) 209Employ: Homemaker 24% (37) 22% (34) 22% (33) 23% (35) 9% (3) 53Employ: Student 3% (35) 25% (28) 26% (29) 2% (4) 5% (5) 2Employ: Retired 3% (62) 9% (92) 2% (0) 37% (8) 0% (47) 483Employ: Unemployed 27% (62) 25% (57) 6% (37) 8% (4) 4% (3) 229Employ: Other 23% (54) 22% (52) 8% (42) 20% (47) 8% (43) 237Military HH: Yes 26% (05) 20% (82) 8% (72) 28% (3) 9% (35) 406Military HH: No 25% (45) 24% (429) 9% (342) 23% (42) 9% (64) 799RD/WT: Right Direction 27% (226) 22% (88) 8% (49) 23% (99) % (90) 85RD/WT: Wrong Track 24% (33) 24% (324) 20% (265) 24% (326) 8% (09) 354


310



Demographic





Adults 25% (556) 23% (5) 9% (45) 24% (525) 9% (98) 2205Trump Job Approve 25% (23) 22% (206) 8% (65) 25% (230) 0% (93) 924Trump Job Disapprove 26% (297) 25% (283) 20% (227) 23% (260) 6% (73) 40Trump Job Strongly Approve 25% (24) 22% (09) 5% (76) 27% (34) 0% (47) 490Trump Job Somewhat Approve 25% (07) 22% (97) 20% (89) 22% (95) % (46) 434Trump Job Somewhat Disapprove 29% (78) 25% (69) 22% (6) 7% (48) 6% (7) 272Trump Job Strongly Disapprove 25% (29) 25% (24) 9% (67) 24% (22) 6% (56) 868Favorable of Trump 25% (226) 22% (99) 9% (69) 27% (243) 8% (73) 9Unfavorable of Trump 26% (289) 25% (28) 20% (224) 22% (25) 8% (85) 30Very Favorable of Trump 26% (40) 22% (8) 7% (92) 28% (5) 8% (42) 543Somewhat Favorable of Trump 23% (86) 22% (8) 2% (77) 25% (92) 9% (32) 368Somewhat Unfavorable of Trump 28% (63) 9% (43) 24% (53) 9% (43) 0% (2) 223Very Unfavorable of Trump 25% (226) 26% (237) 9% (72) 23% (208) 7% (64) 907#1 Issue: Economy 29% (70) 29% (69) 8% (04) 7% (03) 7% (4) 588#1 Issue: Security 2% (92) 8% (75) 20% (86) 30% (29) % (48) 430#1 Issue: Health Care 30% (5) 25% (95) 8% (70) 20% (76) 7% (28) 385#1 Issue: Medicare / Social Security 5% (46) 22% (65) 8% (53) 36% (07) 9% (28) 299#1 Issue: Women’s Issues 26% (32) 30% (36) 8% (22) 2% (25) 5% (6) 22#1 Issue: Education 28% (42) 7% (26) 20% (3) 2% (32) 3% (20) 5#1 Issue: Energy 9% (20) 24% (24) 23% (23) 26% (26) 8% (8) 02#1 Issue: Other 3% (40) 5% (9) 20% (26) 20% (26) 4% (7) 292018 House Vote: Democrat 25% (90) 25% (89) 20% (52) 24% (82) 7% (56) 7702018 House Vote: Republican 23% (53) 2% (42) 8% (2) 29% (92) 9% (64) 6722018 House Vote: Someone else 9% (2) 24% (27) 6% (7) 27% (30) 3% (5) 02018 House Vote: Didnt Vote 30% (92) 23% (5) 9% (24) 8% (9) 0% (64) 6502016 Vote: Hillary Clinton 22% (46) 25% (67) 22% (44) 24% (62) 7% (45) 6632016 Vote: Donald Trump 2% (38) 22% (47) 8% (7) 3% (207) 9% (60) 6682016 Vote: Someone else 23% (45) 2% (4) 24% (47) 8% (36) 4% (27) 962016 Vote: Didnt Vote 34% (226) 23% (56) 6% (07) 8% (9) 0% (66) 675



311

Table AVE13_3


Demographic





Adults 25% (556) 23% (5) 9% (45) 24% (525) 9% (98) 2205Voted in 2014: Yes 23% (3) 23% (36) 20% (269) 26% (360) 8% (09) 364Voted in 2014: No 29% (246) 23% (95) 7% (46) 20% (65) % (89) 842012 Vote: Barack Obama 23% (87) 25% (20) 20% (6) 25% (20) 8% (67) 872012 Vote: Mitt Romney 8% (92) 22% (7) 9% (99) 33% (74) 8% (4) 5242012 Vote: Other 24% (25) 27% (28) 6% (7) 24% (25) 9% (9) 032012 Vote: Didn’t Vote 33% (252) 22% (65) 8% (36) 6% (25) % (80) 7584-Region: Northeast 20% (79) 2% (82) 22% (88) 27% (06) 0% (40) 3944-Region: Midwest 25% (6) 24% (2) 6% (73) 28% (28) 7% (35) 4634-Region: South 27% (227) 24% (98) 8% (49) 22% (79) 9% (72) 8264-Region: West 26% (35) 23% (9) 20% (05) 2% () 0% (5) 52Evangelical 23% (49) 23% (47) 20% (26) 24% (56) 0% (6) 640Non-Evangelical 26% (407) 23% (364) 8% (288) 24% (369) 9% (37) 565TV shows: Every day 29% (322) 25% (277) 8% (95) 2% (233) 6% (67) 095TV shows: Several times per week 25% (32) 25% (32) 9% (02) 24% (27) 8% (43) 536TV shows: About once per week 25% (34) 9% (26) 7% (23) 3% (42) 7% (0) 34TV shows: Several times per month 2% (24) 20% (22) 26% (30) 28% (3) 5% (5) 3TV shows: About once per month 7% (2) 2% (8) 25% (8) 22% (6) 24% (7) 7TV shows: Less often than once per month % () 22% (22) 23% (23) 32% (32) 2% (2) 00TV shows: Never 3% (2) 5% (24) 6% (25) 28% (44) 28% (43) 56Movies: Every day 45% (204) 27% (23) 9% (40) 4% (65) 5% (23) 455Movies: Several times per week 28% (59) 26% (43) 20% (4) 20% (2) 5% (30) 558Movies: About once per week 24% (86) 26% (93) 22% (78) 22% (79) 7% (27) 362Movies: Several times per month 7% (46) 22% (62) 28% (79) 24% (67) 9% (25) 28Movies: About once per month 7% (29) 23% (40) 8% (3) 30% (52) 2% (2) 72Movies: Less often than once per month 8% (8) 8% (37) 22% (47) 38% (80) 4% (29) 2Movies: Never 9% (5) 8% (3) 5% (25) 42% (69) 26% (43) 66


312



Demographic





Adults 25% (556) 23% (5) 9% (45) 24% (525) 9% (98) 2205Sports: Every day 39% (78) 9% (37) 7% (34) 20% (40) 4% (9) 98Sports: Several times per week 30% (99) 28% (93) 6% (54) 2% (70) 4% (4) 330Sports: About once per week 25% (69) 27% (74) 8% (49) 23% (63) 6% (7) 272Sports: Several times per month 24% (39) 23% (36) 25% (40) 9% (3) 8% (3) 58Sports: About once per month 8% (28) 29% (44) 2% (32) 25% (37) 6% (0) 5Sports: Less often than once per month 2% (8) 24% (90) 2% (8) 23% (88) 0% (38) 378Sports: Never 23% (62) 9% (37) 7% (24) 27% (96) 4% (99) 78Cable: I currently subscribe 26% (260) 24% (246) 9% (96) 23% (233) 8% (80) 05Cable: I subscribed in the past 23% (83) 25% (99) 20% (56) 24% (87) 9% (69) 793Cable: I have never subscribed 29% (3) 7% (67) 6% (63) 26% (05) 2% (49) 397Satellite television: I currently subscribe 29% (42) 9% (95) 8% (90) 23% (4) % (52) 492Satellite television: I subscribed in the past 25% (80) 25% (79) 20% (39) 22% (54) 8% (58) 70Satellite television: I have never subscribed 23% (235) 24% (238) 9% (86) 26% (256) 9% (88) 003Streaming service: I currently subscribe 29% (357) 25% (308) 9% (237) 20% (243) 7% (84) 229Streaming service: I subscribed in the past 28% (72) 23% (59) 9% (48) 9% (49) 0% (26) 255Streaming service: I have never subscribed 8% (26) 20% (44) 8% (29) 32% (232) 2% (88) 72Film: An avid fan 40% (308) 25% (93) 5% (9) 4% (08) 5% (42) 770Film: A casual fan 8% (24) 24% (278) 2% (248) 26% (307) 0% (5) 6Film: Not a fan 2% (34) 5% (40) 8% (48) 40% (09) 5% (42) 274Television: An avid fan 32% (33) 25% (264) 7% (76) 9% (202) 6% (64) 038Television: A casual fan 20% (98) 22% (226) 2% (20) 27% (270) 0% (0) 006Television: Not a fan 7% (27) 3% (20) 8% (28) 32% (52) 2% (33) 6Music: An avid fan 32% (380) 24% (282) 8% (208) 20% (237) 6% (75) 82Music: A casual fan 8% (64) 24% (26) 20% (87) 27% (248) % (96) 92Music: Not a fan % (2) 2% (3) 7% (9) 36% (39) 25% (27) Fashion: An avid fan 40% (33) 2% (70) 5% (49) 6% (54) 8% (28) 334Fashion: A casual fan 25% (224) 26% (236) 8% (59) 23% (209) 8% (68) 896Fashion: Not a fan 20% (99) 2% (205) 2% (206) 27% (262) % (03) 975



313

Table AVE13_3


Demographic





Adults 25% (556) 23% (5) 9% (45) 24% (525) 9% (98) 2205Sporting events: Every day 39% (78) 9% (37) 7% (34) 20% (40) 4% (9) 98Sporting events: Several times per week 30% (99) 28% (93) 6% (54) 2% (70) 4% (4) 330Sporting events: About once per week 25% (69) 27% (74) 8% (49) 23% (63) 6% (7) 272Sporting events: Several times per month 24% (39) 23% (36) 25% (40) 9% (3) 8% (3) 58Sporting events: About once per month 8% (28) 29% (44) 2% (32) 25% (37) 6% (0) 5Sporting events: Less often than once per month 2% (8) 24% (90) 2% (8) 23% (88) 0% (38) 378Sporting events: Never 23% (62) 9% (37) 7% (24) 27% (96) 4% (99) 78Cable television: I currently subscribe 26% (260) 24% (246) 9% (96) 23% (233) 8% (80) 05Cable television: I subscribed in the past 23% (83) 25% (99) 20% (56) 24% (87) 9% (69) 793Cable television: I have never subscribed 29% (3) 7% (67) 6% (63) 26% (05) 2% (49) 397Satellite television: I currently subscribe 29% (42) 9% (95) 8% (90) 23% (4) % (52) 492Satellite television: I subscribed in the past 25% (80) 25% (79) 20% (39) 22% (54) 8% (58) 70Satellite television: I have never subscribed 23% (235) 24% (238) 9% (86) 26% (256) 9% (88) 003Streaming service: I currently subscribe 29% (357) 25% (308) 9% (237) 20% (243) 7% (84) 229Streaming service: I subscribed in the past 28% (72) 23% (59) 9% (48) 9% (49) 0% (26) 255Streaming service: I have never subscribed 8% (26) 20% (44) 8% (29) 32% (232) 2% (88) 72Film: An avid fan 40% (308) 25% (93) 5% (9) 4% (08) 5% (42) 770Film: A casual fan 8% (24) 24% (278) 2% (248) 26% (307) 0% (5) 6Film: Not a fan 2% (34) 5% (40) 8% (48) 40% (09) 5% (42) 274Television: An avid fan 32% (33) 25% (264) 7% (76) 9% (202) 6% (64) 038Television: A casual fan 20% (98) 22% (226) 2% (20) 27% (270) 0% (0) 006Television: Not a fan 7% (27) 3% (20) 8% (28) 32% (52) 2% (33) 6Music: An avid fan 32% (380) 24% (282) 8% (208) 20% (237) 6% (75) 82Music: A casual fan 8% (64) 24% (26) 20% (87) 27% (248) % (96) 92Music: Not a fan % (2) 2% (3) 7% (9) 36% (39) 25% (27) Fashion: An avid fan 40% (33) 2% (70) 5% (49) 6% (54) 8% (28) 334Fashion: A casual fan 25% (224) 26% (236) 8% (59) 23% (209) 8% (68) 896Fashion: Not a fan 20% (99) 2% (205) 2% (206) 27% (262) % (03) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


314


Table AVE13_4: Would you watch a TV show with the following Marvel superheroes as the leading character?Shuri

Demographic





Adults 24% (520) 20% (445) 2% (464) 26% (569) 9% (207) 2205Gender: Male 26% (276) 2% (223) 22% (232) 23% (243) 9% (9) 064Gender: Female 2% (244) 9% (222) 20% (232) 29% (326) 0% (6) 4Age: 18-29 38% (8) 2% (0) 5% (7) 5% (70) 0% (49) 47Age: 30-44 29% (59) 23% (25) 20% (08) 20% (07) 8% (45) 544Age: 45-54 23% (88) 2% (84) 23% (90) 24% (94) 9% (37) 392Age: 55-64 3% (48) 9% (68) 26% (92) 3% () % (4) 360Age: 65+ 0% (44) 5% (67) 24% (03) 43% (87) 8% (36) 437Generation Z: 18-21 37% (6) 20% (34) 3% (22) 8% (30) 2% (9) 65Millennial: Age 22-37 37% (235) 22% (40) 7% (06) 5% (96) 9% (57) 635Generation X: Age 38-53 22% (26) 23% (28) 23% (29) 24% (35) 9% (50) 568Boomers: Age 54-72 3% (90) 7% (23) 26% (8) 35% (244) 0% (69) 706PID: Dem (no lean) 29% (2) 22% (6) 20% (42) 2% (50) 8% (59) 722PID: Ind (no lean) 23% (88) 22% (79) 20% (59) 23% (87) % (88) 800PID: Rep (no lean) 8% (22) 5% (05) 24% (62) 34% (232) 9% (6) 682PID/Gender: DemMen 3% (00) 2% (70) 20% (66) 9% (60) 9% (29) 324PID/Gender: DemWomen 28% () 23% (9) 9% (76) 23% (90) 7% (30) 398PID/Gender: Ind Men 25% (93) 26% (95) 20% (72) 20% (72) 0% (35) 366PID/Gender: Ind Women 22% (95) 9% (84) 20% (88) 26% (5) 2% (53) 434PID/Gender: Rep Men 22% (84) 6% (58) 25% (94) 30% () 7% (27) 374PID/Gender: Rep Women 2% (38) 5% (47) 22% (68) 39% (2) % (34) 308Ideo: Liberal (1-3) 30% (23) 2% (48) 20% (40) 22% (54) 8% (56) 70Ideo: Moderate (4) 23% (06) 2% (96) 22% (99) 25% (5) 9% (43) 459Ideo: Conservative (5-7) 5% (0) 8% (3) 24% (74) 33% (237) 9% (66) 78Educ: < College 25% (377) 20% (307) 20% (305) 24% (365) % (6) 56Educ: Bachelors degree 20% (90) 20% (89) 23% (04) 30% (33) 7% (29) 445Educ: Post-grad 22% (53) 20% (48) 22% (55) 29% (7) 7% (7) 245



315

Table AVE13_4


Demographic





Adults 24% (520) 20% (445) 2% (464) 26% (569) 9% (207) 2205Income: Under 50k 25% (342) 22% (300) 20% (279) 23% (37) 0% (34) 37Income: 50k-100k 23% (32) 6% (88) 22% (25) 29% (65) 0% (54) 565Income: 100k+ 7% (47) 2% (57) 22% (60) 32% (86) 7% (20) 269Ethnicity: White 7% (296) 20% (338) 24% (44) 29% (507) 0% (7) 726Ethnicity: Hispanic 37% (28) 25% (87) 5% (54) 4% (49) 9% (32) 350Ethnicity: Afr. Am. 55% (5) 23% (63) 9% (25) 7% (9) 6% (7) 275Ethnicity: Other 36% (74) 2% (44) 2% (24) 2% (43) 9% (9) 204Relig: Protestant 5% (70) 8% (86) 26% (22) 3% (48) 9% (44) 47Relig: Roman Catholic 6% (62) 22% (82) 22% (82) 33% (27) 7% (27) 380Relig: Ath./Agn./None 27% (8) 20% (35) 2% (4) 2% (4) 0% (66) 664Relig: Something Else 30% (5) 23% (87) 3% (5) 24% (9) 0% (38) 382Relig: Jewish 25% (3) 7% (9) 6% (9) 33% (8) 9% (5) 53Relig: All Christian 9% (224) 9% (223) 23% (272) 29% (337) 9% (04) 59Relig: All Non-Christian 28% (296) 2% (222) 8% (92) 22% (232) 0% (04) 046Community: Urban 30% (84) 2% (28) 7% (05) 2% (3) % (70) 68Community: Suburban 22% (204) 20% (87) 22% (204) 29% (270) 8% (75) 939Community: Rural 20% (32) 20% (30) 24% (55) 26% (68) 0% (63) 648Employ: Private Sector 24% (5) 25% (55) 20% (27) 24% (49) 7% (44) 626Employ: Government 26% (4) 6% (25) 27% (43) 22% (35) 8% (2) 56Employ: Self-Employed 3% (64) 22% (47) 9% (39) 22% (47) 6% (2) 209Employ: Homemaker 23% (35) 5% (23) 25% (38) 24% (37) 3% (20) 53Employ: Student 45% (50) 24% (27) 0% () 5% (7) 6% (7) 2Employ: Retired 3% (6) 6% (75) 22% (08) 40% (93) 9% (46) 483Employ: Unemployed 23% (54) 2% (48) 23% (52) 20% (46) 3% (29) 229Employ: Other 27% (64) 9% (45) 9% (45) 9% (45) 6% (38) 237Military HH: Yes 25% (0) 20% (80) 7% (70) 30% (20) 8% (34) 406Military HH: No 23% (49) 20% (365) 22% (394) 25% (449) 0% (73) 799RD/WT: Right Direction 9% (64) 20% (66) 2% (80) 29% (248) % (93) 85RD/WT: Wrong Track 26% (356) 2% (279) 2% (284) 24% (32) 8% (5) 354


316



Demographic





Adults 24% (520) 20% (445) 2% (464) 26% (569) 9% (207) 2205Trump Job Approve 7% (6) 8% (65) 23% (23) 30% (28) % (04) 924Trump Job Disapprove 29% (327) 22% (245) 2% (239) 22% (254) 7% (75) 40Trump Job Strongly Approve 8% (86) 5% (7) 24% (8) 33% (60) % (55) 490Trump Job Somewhat Approve 7% (75) 2% (93) 22% (95) 28% (2) % (50) 434Trump Job Somewhat Disapprove 23% (62) 26% (7) 24% (65) 9% (5) 8% (23) 272Trump Job Strongly Disapprove 30% (265) 20% (75) 20% (74) 23% (202) 6% (53) 868Favorable of Trump 8% (63) 7% (58) 23% (24) 32% (293) 9% (84) 9Unfavorable of Trump 28% (33) 22% (254) 2% (234) 2% (24) 8% (88) 30Very Favorable of Trump 9% (0) 5% (83) 23% (27) 33% (80) 0% (53) 543Somewhat Favorable of Trump 7% (62) 20% (75) 24% (87) 3% (3) 8% (3) 368Somewhat Unfavorable of Trump 22% (49) 29% (64) 7% (37) 20% (44) 3% (29) 223Very Unfavorable of Trump 29% (265) 2% (90) 22% (97) 22% (96) 7% (59) 907#1 Issue: Economy 26% (53) 22% (32) 22% (32) 20% (8) 9% (53) 588#1 Issue: Security 5% (65) 3% (54) 25% (06) 36% (54) 2% (50) 430#1 Issue: Health Care 28% (08) 23% (90) 9% (75) 2% (83) 8% (29) 385#1 Issue: Medicare / Social Security 9% (56) 2% (64) 20% (59) 33% (98) 8% (23) 299#1 Issue: Women’s Issues 3% (38) 25% (30) 20% (24) 7% (2) 7% (9) 22#1 Issue: Education 29% (44) 9% (29) 5% (23) 23% (35) 3% (20) 5#1 Issue: Energy 23% (23) 2% (2) 8% (8) 29% (29) 0% (0) 02#1 Issue: Other 26% (33) 9% (24) 2% (28) 24% (30) % (4) 292018 House Vote: Democrat 28% (23) 2% (65) 22% (66) 23% (75) 6% (50) 7702018 House Vote: Republican 6% (07) 7% (2) 24% (59) 34% (228) 0% (65) 6722018 House Vote: Someone else 9% (2) 22% (25) 23% (26) 23% (26) 2% (3) 02018 House Vote: Didnt Vote 27% (79) 22% (4) 7% (3) 2% (38) 2% (79) 6502016 Vote: Hillary Clinton 27% (8) 20% (32) 24% (57) 23% (53) 6% (40) 6632016 Vote: Donald Trump 5% (98) 7% () 24% (58) 36% (240) 9% (62) 6682016 Vote: Someone else 22% (43) 2% (4) 26% (50) 9% (37) 3% (26) 962016 Vote: Didnt Vote 29% (97) 24% (6) 5% (99) 20% (38) 2% (79) 675



317

Table AVE13_4


Demographic





Adults 24% (520) 20% (445) 2% (464) 26% (569) 9% (207) 2205Voted in 2014: Yes 2% (286) 9% (260) 24% (323) 28% (380) 8% (5) 364Voted in 2014: No 28% (235) 22% (85) 7% (4) 22% (89) % (93) 842012 Vote: Barack Obama 28% (228) 22% (80) 20% (62) 22% (78) 8% (69) 872012 Vote: Mitt Romney 0% (5) 4% (75) 27% (43) 40% (209) 9% (46) 5242012 Vote: Other 6% (7) 9% (20) 25% (26) 3% (32) 8% (8) 032012 Vote: Didn’t Vote 30% (224) 22% (69) 7% (3) 20% (49) % (84) 7584-Region: Northeast 20% (79) 7% (69) 22% (88) 3% (2) 0% (38) 3944-Region: Midwest 22% (02) 8% (82) 22% (0) 29% (35) 9% (44) 4634-Region: South 26% (28) 2% (70) 20% (64) 23% (9) 0% (83) 8264-Region: West 23% (2) 24% (25) 2% (0) 23% (22) 8% (44) 52Evangelical 23% (47) 7% (06) 24% (55) 26% (65) 0% (66) 640Non-Evangelical 24% (373) 22% (339) 20% (309) 26% (403) 9% (42) 565TV shows: Every day 25% (277) 23% (248) 20% (224) 25% (268) 7% (77) 095TV shows: Several times per week 23% (22) 2% (4) 22% (20) 26% (42) 7% (38) 536TV shows: About once per week 29% (39) 3% (8) 9% (26) 30% (40) 9% (2) 34TV shows: Several times per month 30% (34) 4% (6) 24% (27) 25% (29) 7% (8) 3TV shows: About once per month 4% (0) 5% () 24% (7) 22% (6) 26% (8) 7TV shows: Less often than once per month 6% (6) 20% (20) 25% (25) 29% (29) 0% (0) 00TV shows: Never 5% (23) 3% (20) 6% (25) 29% (45) 28% (44) 56Movies: Every day 40% (8) 23% (03) 3% (57) 8% (8) 7% (34) 455Movies: Several times per week 25% (37) 25% (38) 23% (29) 22% (22) 6% (33) 558Movies: About once per week 2% (77) 24% (87) 24% (87) 22% (8) 8% (30) 362Movies: Several times per month 2% (58) 6% (44) 26% (74) 28% (77) 0% (27) 28Movies: About once per month 9% (32) 8% (30) 23% (40) 29% (50) % (9) 72Movies: Less often than once per month 8% (7) 6% (33) 25% (53) 39% (83) 2% (25) 2Movies: Never % (9) 6% (0) 5% (25) 44% (74) 24% (39) 66


318



Demographic





Adults 24% (520) 20% (445) 2% (464) 26% (569) 9% (207) 2205Sports: Every day 32% (63) 23% (46) 9% (37) 22% (43) 4% (9) 98Sports: Several times per week 30% (97) 22% (74) 9% (62) 26% (84) 4% (3) 330Sports: About once per week 2% (57) 22% (59) 28% (77) 2% (58) 8% (2) 272Sports: Several times per month 26% (4) 8% (28) 23% (36) 24% (38) 0% (5) 58Sports: About once per month 2% (32) 25% (37) 9% (29) 29% (44) 6% (9) 5Sports: Less often than once per month 22% (85) 9% (73) 23% (87) 25% (96) 0% (37) 378Sports: Never 20% (46) 8% (27) 9% (37) 29% (206) 4% (03) 78Cable: I currently subscribe 24% (242) 22% (226) 9% (98) 26% (260) 9% (89) 05Cable: I subscribed in the past 23% (80) 22% (72) 23% (84) 24% (89) 9% (68) 793Cable: I have never subscribed 25% (98) 2% (47) 2% (82) 30% (20) 3% (5) 397Satellite television: I currently subscribe 27% (34) 6% (78) 8% (87) 29% (43) 0% (50) 492Satellite television: I subscribed in the past 23% (66) 22% (57) 23% (63) 23% (6) 9% (62) 70Satellite television: I have never subscribed 22% (29) 2% (20) 2% (24) 26% (265) 9% (95) 003Streaming service: I currently subscribe 27% (328) 22% (276) 22% (266) 2% (257) 8% (02) 229Streaming service: I subscribed in the past 30% (78) 2% (53) 9% (49) 2% (54) 8% (2) 255Streaming service: I have never subscribed 6% (5) 6% (5) 2% (48) 36% (258) 2% (84) 72Film: An avid fan 33% (254) 25% (93) 9% (44) 7% (28) 7% (5) 770Film: A casual fan 9% (22) 9% (224) 24% (274) 28% (328) 0% (4) 6Film: Not a fan 6% (45) 0% (28) 7% (46) 4% (2) 6% (42) 274Television: An avid fan 28% (290) 22% (228) 20% (209) 22% (23) 8% (80) 038Television: A casual fan 9% (95) 20% (98) 22% (224) 29% (292) 0% (96) 006Television: Not a fan 22% (35) % (8) 9% (30) 28% (46) 9% (3) 6Music: An avid fan 28% (336) 22% (259) 20% (24) 22% (265) 7% (82) 82Music: A casual fan 8% (62) 9% (75) 23% (207) 29% (265) % (03) 92Music: Not a fan 20% (22) 0% () 5% (6) 36% (40) 20% (22) Fashion: An avid fan 40% (33) 23% (77) 3% (43) 6% (54) 8% (27) 334Fashion: A casual fan 23% (20) 22% (200) 9% (7) 26% (233) 9% (83) 896Fashion: Not a fan 8% (78) 7% (68) 26% (250) 29% (282) 0% (97) 975



319

Table AVE13_4


Demographic





Adults 24% (520) 20% (445) 2% (464) 26% (569) 9% (207) 2205Sporting events: Every day 32% (63) 23% (46) 9% (37) 22% (43) 4% (9) 98Sporting events: Several times per week 30% (97) 22% (74) 9% (62) 26% (84) 4% (3) 330Sporting events: About once per week 2% (57) 22% (59) 28% (77) 2% (58) 8% (2) 272Sporting events: Several times per month 26% (4) 8% (28) 23% (36) 24% (38) 0% (5) 58Sporting events: About once per month 2% (32) 25% (37) 9% (29) 29% (44) 6% (9) 5Sporting events: Less often than once per month 22% (85) 9% (73) 23% (87) 25% (96) 0% (37) 378Sporting events: Never 20% (46) 8% (27) 9% (37) 29% (206) 4% (03) 78Cable television: I currently subscribe 24% (242) 22% (226) 9% (98) 26% (260) 9% (89) 05Cable television: I subscribed in the past 23% (80) 22% (72) 23% (84) 24% (89) 9% (68) 793Cable television: I have never subscribed 25% (98) 2% (47) 2% (82) 30% (20) 3% (5) 397Satellite television: I currently subscribe 27% (34) 6% (78) 8% (87) 29% (43) 0% (50) 492Satellite television: I subscribed in the past 23% (66) 22% (57) 23% (63) 23% (6) 9% (62) 70Satellite television: I have never subscribed 22% (29) 2% (20) 2% (24) 26% (265) 9% (95) 003Streaming service: I currently subscribe 27% (328) 22% (276) 22% (266) 2% (257) 8% (02) 229Streaming service: I subscribed in the past 30% (78) 2% (53) 9% (49) 2% (54) 8% (2) 255Streaming service: I have never subscribed 6% (5) 6% (5) 2% (48) 36% (258) 2% (84) 72Film: An avid fan 33% (254) 25% (93) 9% (44) 7% (28) 7% (5) 770Film: A casual fan 9% (22) 9% (224) 24% (274) 28% (328) 0% (4) 6Film: Not a fan 6% (45) 0% (28) 7% (46) 4% (2) 6% (42) 274Television: An avid fan 28% (290) 22% (228) 20% (209) 22% (23) 8% (80) 038Television: A casual fan 9% (95) 20% (98) 22% (224) 29% (292) 0% (96) 006Television: Not a fan 22% (35) % (8) 9% (30) 28% (46) 9% (3) 6Music: An avid fan 28% (336) 22% (259) 20% (24) 22% (265) 7% (82) 82Music: A casual fan 8% (62) 9% (75) 23% (207) 29% (265) % (03) 92Music: Not a fan 20% (22) 0% () 5% (6) 36% (40) 20% (22) Fashion: An avid fan 40% (33) 23% (77) 3% (43) 6% (54) 8% (27) 334Fashion: A casual fan 23% (20) 22% (200) 9% (7) 26% (233) 9% (83) 896Fashion: Not a fan 8% (78) 7% (68) 26% (250) 29% (282) 0% (97) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


320


Table AVE13_5: Would you watch a TV show with the following Marvel superheroes as the leading character?Vision

Demographic





Adults 20% (432) 9% (49) 24% (59) 27% (604) 0% (23) 2205Gender: Male 24% (256) 9% (207) 24% (254) 23% (245) 0% (02) 064Gender: Female 5% (76) 9% (2) 23% (265) 32% (359) % (29) 4Age: 18-29 32% (5) 9% (88) 2% (99) 7% (82) % (52) 47Age: 30-44 27% (47) 8% (00) 25% (35) 20% (08) 0% (55) 544Age: 45-54 8% (70) 23% (90) 23% (9) 25% (98) % (44) 392Age: 55-64 0% (35) 2% (74) 25% (90) 34% (2) % (40) 360Age: 65+ 7% (30) 5% (67) 24% (05) 45% (96) 9% (4) 437Generation Z: 18-21 3% (5) 8% (30) 23% (38) 7% (28) % (7) 65Millennial: Age 22-37 3% (94) 9% (20) 2% (33) 9% (8) % (69) 635Generation X: Age 38-53 20% (6) 22% (25) 24% (34) 24% (34) 0% (59) 568Boomers: Age 54-72 9% (64) 8% (29) 26% (86) 36% (256) 0% (73) 706PID: Dem (no lean) 22% (58) 8% (28) 25% (84) 27% (96) 8% (56) 722PID: Ind (no lean) 20% (58) 9% (55) 23% (82) 24% (93) 4% (2) 800PID: Rep (no lean) 7% (6) 20% (35) 23% (54) 3% (25) 9% (63) 682PID/Gender: DemMen 3% (0) 4% (47) 24% (77) 25% (80) 6% (20) 324PID/Gender: DemWomen 4% (57) 2% (82) 27% (07) 29% (7) 9% (36) 398PID/Gender: Ind Men 23% (85) 2% (77) 22% (8) 20% (72) 4% (5) 366PID/Gender: Ind Women 7% (73) 8% (78) 23% (0) 28% (2) 4% (6) 434PID/Gender: Rep Men 9% (70) 22% (84) 26% (97) 25% (93) 8% (3) 374PID/Gender: Rep Women 5% (46) 7% (5) 9% (57) 40% (22) 0% (32) 308Ideo: Liberal (1-3) 24% (70) 9% (36) 23% (63) 24% (70) 0% (7) 70Ideo: Moderate (4) 9% (87) 9% (88) 25% (4) 27% (26) 0% (45) 459Ideo: Conservative (5-7) 5% (0) 8% (32) 25% (79) 32% (232) 9% (66) 78Educ: < College 2% (38) 9% (29) 23% (343) 25% (38) 2% (83) 56Educ: Bachelors degree 5% (66) 9% (86) 28% (22) 3% (38) 7% (33) 445Educ: Post-grad 20% (49) 7% (42) 22% (54) 35% (85) 6% (4) 245



321

Table AVE13_5


Demographic





Adults 20% (432) 9% (49) 24% (59) 27% (604) 0% (23) 2205Income: Under 50k 20% (279) 20% (275) 23% (322) 24% (327) 2% (67) 37Income: 50k-100k 9% (07) 7% (97) 24% (34) 32% (79) 8% (47) 565Income: 100k+ 7% (46) 7% (47) 23% (63) 36% (98) 6% (6) 269Ethnicity: White 7% (30) 8% (32) 24% (407) 30% (522) % (83) 726Ethnicity: Hispanic 27% (93) 2% (73) 23% (79) 9% (66) % (39) 350Ethnicity: Afr. Am. 30% (84) 9% (52) 23% (65) 7% (47) 0% (28) 275Ethnicity: Other 23% (47) 27% (55) 23% (47) 7% (35) 0% (20) 204Relig: Protestant 4% (64) 9% (92) 26% (22) 32% (53) 9% (40) 47Relig: Roman Catholic 6% (62) 9% (72) 20% (77) 35% (34) 9% (34) 380Relig: Ath./Agn./None 24% (57) 9% (27) 22% (49) 24% (60) % (72) 664Relig: Something Else 24% (92) 20% (78) 9% (73) 25% (94) 2% (45) 382Relig: Jewish 2% (7) 22% (2) 9% (0) 38% (20) 8% (4) 53Relig: All Christian 6% (84) 8% (24) 26% (297) 30% (35) 0% (3) 59Relig: All Non-Christian 24% (248) 20% (205) 2% (222) 24% (253) % (7) 046Community: Urban 24% (49) 22% (35) 2% (28) 23% (42) % (66) 68Community: Suburban 8% (72) 9% (74) 24% (22) 30% (279) 0% (93) 939Community: Rural 7% () 7% (0) 26% (70) 28% (84) % (72) 648Employ: Private Sector 25% (58) 20% (28) 24% (49) 22% (38) 8% (53) 626Employ: Government 2% (33) 25% (39) 9% (30) 23% (36) 2% (9) 56Employ: Self-Employed 24% (50) 2% (43) 29% (60) 22% (46) 5% (0) 209Employ: Homemaker 7% (27) 5% (23) 25% (38) 30% (46) 2% (9) 53Employ: Student 28% (3) 9% (22) 24% (27) 2% (24) 7% (8) 2Employ: Retired 8% (38) 6% (79) 24% (4) 43% (206) 9% (46) 483Employ: Unemployed 8% (42) 22% (50) 26% (60) 9% (44) 5% (34) 229Employ: Other 23% (55) 5% (35) 7% (4) 27% (65) 8% (42) 237Military HH: Yes 20% (8) 7% (67) 24% (96) 30% (22) 0% (39) 406Military HH: No 20% (35) 20% (35) 24% (423) 27% (482) % (9) 799RD/WT: Right Direction 9% (63) 7% (46) 24% (205) 28% (235) 2% (0) 85RD/WT: Wrong Track 20% (269) 20% (273) 23% (34) 27% (369) 0% (29) 354


322



Demographic





Adults 20% (432) 9% (49) 24% (59) 27% (604) 0% (23) 2205Trump Job Approve 9% (75) 8% (67) 23% (22) 29% (264) % (06) 924Trump Job Disapprove 2% (235) 20% (228) 25% (284) 26% (297) 8% (96) 40Trump Job Strongly Approve 8% (87) 20% (96) 2% (0) 3% (50) % (56) 490Trump Job Somewhat Approve 20% (88) 6% (7) 25% (0) 26% (4) 2% (50) 434Trump Job Somewhat Disapprove 23% (62) 2% (58) 26% (70) 8% (50) 2% (32) 272Trump Job Strongly Disapprove 20% (72) 20% (70) 25% (23) 28% (247) 7% (65) 868Favorable of Trump 9% (72) 8% (66) 24% (25) 30% (27) 0% (87) 9Unfavorable of Trump 20% (229) 20% (22) 25% (282) 26% (293) 9% (05) 30Very Favorable of Trump 20% (09) 9% (03) 2% (4) 3% (68) 9% (48) 543Somewhat Favorable of Trump 7% (63) 7% (63) 27% (00) 28% (03) % (39) 368Somewhat Unfavorable of Trump 24% (54) 5% (34) 24% (54) 24% (55) 2% (26) 223Very Unfavorable of Trump 9% (74) 2% (87) 25% (229) 26% (239) 9% (79) 907#1 Issue: Economy 24% (42) 22% (27) 24% (4) 22% (27) 9% (5) 588#1 Issue: Security 6% (68) 4% (59) 25% (07) 34% (45) 2% (5) 430#1 Issue: Health Care 2% (79) 20% (78) 2% (82) 26% (0) % (44) 385#1 Issue: Medicare / Social Security 9% (26) 2% (63) 23% (68) 36% (09) % (33) 299#1 Issue: Women’s Issues 20% (24) 26% (3) 26% (32) 23% (28) 6% (7) 22#1 Issue: Education 27% (4) 5% (23) 24% (37) 23% (34) % (7) 5#1 Issue: Energy 20% (2) 9% (20) 24% (24) 26% (27) 0% () 02#1 Issue: Other 24% (32) 4% (8) 22% (29) 26% (33) 3% (7) 292018 House Vote: Democrat 2% (60) 8% (40) 25% (95) 27% (207) 9% (66) 7702018 House Vote: Republican 5% (00) 9% (27) 25% (66) 3% (208) 0% (70) 6722018 House Vote: Someone else 20% (22) 6% (8) 24% (27) 25% (28) 4% (5) 02018 House Vote: Didnt Vote 23% (49) 20% (33) 20% (30) 25% (60) 2% (79) 6502016 Vote: Hillary Clinton 8% (22) 9% (25) 26% (74) 28% (84) 9% (59) 6632016 Vote: Donald Trump 4% (94) 20% (34) 22% (49) 34% (225) 0% (67) 6682016 Vote: Someone else 23% (45) 5% (29) 28% (55) 2% (4) 4% (27) 962016 Vote: Didnt Vote 25% (70) 9% (3) 2% (42) 23% (53) 2% (78) 675



323

Table AVE13_5


Demographic





Adults 20% (432) 9% (49) 24% (59) 27% (604) 0% (23) 2205Voted in 2014: Yes 8% (242) 9% (253) 25% (340) 30% (404) 9% (25) 364Voted in 2014: No 23% (90) 20% (65) 2% (80) 24% (20) 3% (05) 842012 Vote: Barack Obama 22% (79) 8% (46) 25% (202) 26% (20) 0% (79) 872012 Vote: Mitt Romney % (58) 9% (98) 24% (25) 37% (94) 9% (49) 5242012 Vote: Other 4% (5) 2% (22) 23% (24) 29% (30) 3% (3) 032012 Vote: Didn’t Vote 24% (8) 20% (52) 22% (68) 22% (70) 2% (88) 7584-Region: Northeast 6% (65) 8% (72) 26% (02) 30% (9) 9% (37) 3944-Region: Midwest 9% (89) 9% (86) 2% (99) 3% (42) 0% (47) 4634-Region: South 2% (73) 9% (57) 23% (93) 26% (23) % (90) 8264-Region: West 20% (06) 20% (04) 24% (25) 25% (30) % (56) 52Evangelical 7% () 7% (0) 28% (78) 27% (7) % (70) 640Non-Evangelical 2% (32) 20% (309) 22% (342) 28% (434) 0% (60) 565TV shows: Every day 22% (245) 2% (229) 23% (256) 24% (268) 9% (97) 095TV shows: Several times per week 22% (7) 7% (9) 26% (37) 27% (47) 8% (44) 536TV shows: About once per week 8% (24) 8% (24) 20% (27) 32% (42) 3% (7) 34TV shows: Several times per month 4% (6) 9% (22) 22% (25) 36% (4) 8% (9) 3TV shows: About once per month 2% () 4% (0) 3% (22) 28% (20) 25% (8) 7TV shows: Less often than once per month 6% (6) 2% (2) 25% (25) 29% (29) 9% (9) 00TV shows: Never 8% (2) 4% (22) 8% (27) 36% (57) 24% (38) 56Movies: Every day 37% (69) 22% (02) 8% (83) 6% (72) 6% (29) 455Movies: Several times per week 24% (32) 2% (5) 24% (33) 22% (23) 0% (55) 558Movies: About once per week 5% (56) 22% (79) 27% (99) 27% (97) 9% (3) 362Movies: Several times per month 5% (4) 7% (48) 27% (75) 30% (84) 2% (32) 28Movies: About once per month 9% (5) 7% (29) 26% (44) 36% (6) 3% (23) 72Movies: Less often than once per month 6% (2) 6% (34) 26% (55) 40% (85) 2% (24) 2Movies: Never 5% (8) 7% () 7% (29) 49% (82) 22% (36) 66


324



Demographic





Adults 20% (432) 9% (49) 24% (59) 27% (604) 0% (23) 2205Sports: Every day 35% (69) 4% (28) 8% (35) 24% (48) 9% (8) 98Sports: Several times per week 26% (84) 20% (65) 23% (77) 26% (86) 5% (8) 330Sports: About once per week 7% (47) 9% (5) 30% (83) 24% (67) 9% (25) 272Sports: Several times per month 20% (3) 5% (24) 27% (42) 27% (43) % (8) 58Sports: About once per month 7% (25) 26% (40) 26% (39) 24% (37) 7% () 5Sports: Less often than once per month 6% (60) 2% (80) 26% (97) 26% (99) % (42) 378Sports: Never 6% (6) 8% (32) 20% (47) 3% (225) 4% (99) 78Cable: I currently subscribe 20% (204) 7% (74) 25% (254) 28% (282) 0% (00) 05Cable: I subscribed in the past 7% (37) 23% (79) 25% (94) 26% (205) 0% (78) 793Cable: I have never subscribed 23% (9) 6% (65) 8% (7) 30% (8) 3% (52) 397Satellite television: I currently subscribe 22% (07) 8% (89) 20% (98) 28% (40) 2% (58) 492Satellite television: I subscribed in the past 9% (34) 20% (45) 26% (82) 25% (77) 0% (7) 70Satellite television: I have never subscribed 9% (9) 8% (84) 24% (239) 29% (287) 0% (0) 003Streaming service: I currently subscribe 22% (265) 22% (27) 24% (294) 23% (280) 0% (8) 229Streaming service: I subscribed in the past 25% (65) 8% (46) 23% (59) 24% (62) 9% (24) 255Streaming service: I have never subscribed 4% (02) 4% (02) 23% (66) 36% (262) 2% (88) 72Film: An avid fan 34% (259) 2% (63) 22% (66) 6% (24) 8% (59) 770Film: A casual fan 3% (54) 20% (23) 26% (297) 30% (352) % (28) 6Film: Not a fan 7% (20) 9% (25) 2% (57) 47% (28) 6% (44) 274Television: An avid fan 25% (259) 20% (209) 23% (237) 23% (240) 9% (93) 038Television: A casual fan 5% (53) 9% (87) 25% (255) 3% (3) 0% (0) 006Television: Not a fan 3% (2) 4% (23) 7% (27) 33% (53) 23% (37) 6Music: An avid fan 25% (298) 9% (225) 23% (276) 23% (276) 9% (07) 82Music: A casual fan 3% (23) 20% (84) 25% (225) 3% (284) % (96) 92Music: Not a fan % (2) 8% (9) 6% (7) 4% (45) 25% (27) Fashion: An avid fan 28% (95) 2% (69) 23% (78) 8% (60) 0% (32) 334Fashion: A casual fan 2% (86) 20% (78) 23% (208) 28% (250) 8% (74) 896Fashion: Not a fan 6% (5) 8% (72) 24% (233) 30% (295) 3% (24) 975



325

Table AVE13_5


Demographic





Adults 20% (432) 9% (49) 24% (59) 27% (604) 0% (23) 2205Sporting events: Every day 35% (69) 4% (28) 8% (35) 24% (48) 9% (8) 98Sporting events: Several times per week 26% (84) 20% (65) 23% (77) 26% (86) 5% (8) 330Sporting events: About once per week 7% (47) 9% (5) 30% (83) 24% (67) 9% (25) 272Sporting events: Several times per month 20% (3) 5% (24) 27% (42) 27% (43) % (8) 58Sporting events: About once per month 7% (25) 26% (40) 26% (39) 24% (37) 7% () 5Sporting events: Less often than once per month 6% (60) 2% (80) 26% (97) 26% (99) % (42) 378Sporting events: Never 6% (6) 8% (32) 20% (47) 3% (225) 4% (99) 78Cable television: I currently subscribe 20% (204) 7% (74) 25% (254) 28% (282) 0% (00) 05Cable television: I subscribed in the past 7% (37) 23% (79) 25% (94) 26% (205) 0% (78) 793Cable television: I have never subscribed 23% (9) 6% (65) 8% (7) 30% (8) 3% (52) 397Satellite television: I currently subscribe 22% (07) 8% (89) 20% (98) 28% (40) 2% (58) 492Satellite television: I subscribed in the past 9% (34) 20% (45) 26% (82) 25% (77) 0% (7) 70Satellite television: I have never subscribed 9% (9) 8% (84) 24% (239) 29% (287) 0% (0) 003Streaming service: I currently subscribe 22% (265) 22% (27) 24% (294) 23% (280) 0% (8) 229Streaming service: I subscribed in the past 25% (65) 8% (46) 23% (59) 24% (62) 9% (24) 255Streaming service: I have never subscribed 4% (02) 4% (02) 23% (66) 36% (262) 2% (88) 72Film: An avid fan 34% (259) 2% (63) 22% (66) 6% (24) 8% (59) 770Film: A casual fan 3% (54) 20% (23) 26% (297) 30% (352) % (28) 6Film: Not a fan 7% (20) 9% (25) 2% (57) 47% (28) 6% (44) 274Television: An avid fan 25% (259) 20% (209) 23% (237) 23% (240) 9% (93) 038Television: A casual fan 5% (53) 9% (87) 25% (255) 3% (3) 0% (0) 006Television: Not a fan 3% (2) 4% (23) 7% (27) 33% (53) 23% (37) 6Music: An avid fan 25% (298) 9% (225) 23% (276) 23% (276) 9% (07) 82Music: A casual fan 3% (23) 20% (84) 25% (225) 3% (284) % (96) 92Music: Not a fan % (2) 8% (9) 6% (7) 4% (45) 25% (27) Fashion: An avid fan 28% (95) 2% (69) 23% (78) 8% (60) 0% (32) 334Fashion: A casual fan 2% (86) 20% (78) 23% (208) 28% (250) 8% (74) 896Fashion: Not a fan 6% (5) 8% (72) 24% (233) 30% (295) 3% (24) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


326


Table AVE13_6: Would you watch a TV show with the following Marvel superheroes as the leading character?War Machine

Demographic





Adults 23% (500) 26% (566) 9% (43) 24% (522) 9% (204) 2205Gender: Male 27% (283) 27% (288) 8% (88) 20% (20) 9% (96) 064Gender: Female 9% (27) 24% (279) 20% (225) 27% (3) 0% (08) 4Age: 18-29 29% (38) 27% (29) 9% (89) 4% (67) 0% (48) 47Age: 30-44 30% (66) 25% (35) 20% (0) 7% (93) 7% (4) 544Age: 45-54 23% (92) 3% (20) 6% (64) 22% (85) 8% (32) 392Age: 55-64 5% (53) 26% (95) 8% (67) 28% (0) 2% (44) 360Age: 65+ 2% (52) 20% (86) 9% (84) 40% (76) 9% (39) 437Generation Z: 18-21 3% (5) 27% (44) 9% (32) 2% (20) % (8) 65Millennial: Age 22-37 30% (93) 26% (67) 9% (22) 5% (98) 9% (55) 635Generation X: Age 38-53 26% (45) 29% (64) 8% (00) 2% (7) 7% (42) 568Boomers: Age 54-72 4% (98) 23% (65) 20% (39) 32% (225) % (79) 706PID: Dem (no lean) 25% (79) 28% (99) 7% (26) 22% (6) 8% (57) 722PID: Ind (no lean) 22% (79) 26% (207) 20% (57) 20% (64) 2% (93) 800PID: Rep (no lean) 2% (4) 23% (60) 9% (30) 29% (96) 8% (54) 682PID/Gender: DemMen 3% (02) 26% (83) 7% (57) 8% (57) 8% (26) 324PID/Gender: DemWomen 20% (78) 29% (6) 7% (69) 26% (04) 8% (30) 398PID/Gender: Ind Men 25% (92) 30% (09) 5% (55) 8% (64) 2% (46) 366PID/Gender: Ind Women 20% (87) 22% (97) 24% (03) 23% (00) % (48) 434PID/Gender: Rep Men 24% (89) 26% (95) 20% (76) 24% (89) 6% (24) 374PID/Gender: Rep Women 7% (52) 2% (65) 7% (54) 35% (07) 0% (3) 308Ideo: Liberal (1-3) 27% (93) 25% (80) 7% (23) 22% (54) 8% (60) 70Ideo: Moderate (4) 2% (97) 29% (32) 8% (83) 24% (2) 8% (36) 459Ideo: Conservative (5-7) 8% (3) 24% (73) 2% (53) 28% (98) 9% (63) 78Educ: < College 24% (365) 26% (39) 8% (268) 22% (328) % (63) 56Educ: Bachelors degree 7% (76) 26% (5) 23% (0) 28% (24) 6% (29) 445Educ: Post-grad 24% (59) 24% (60) 8% (43) 28% (69) 5% (3) 245



327

Table AVE13_6


Demographic





Adults 23% (500) 26% (566) 9% (43) 24% (522) 9% (204) 2205Income: Under 50k 24% (324) 27% (365) 8% (25) 2% (284) % (46) 37Income: 50k-100k 22% (22) 23% (3) 20% (3) 28% (58) 7% (4) 565Income: 100k+ 20% (54) 26% (70) 8% (49) 29% (79) 6% (7) 269Ethnicity: White 9% (327) 25% (429) 20% (353) 27% (458) 9% (60) 726Ethnicity: Hispanic 26% (92) 35% (2) 6% (56) 4% (49) 9% (32) 350Ethnicity: Afr. Am. 42% (6) 27% (74) 2% (33) 0% (27) 9% (25) 275Ethnicity: Other 28% (58) 3% (64) 3% (27) 8% (36) 0% (20) 204Relig: Protestant 9% (90) 24% (3) 2% (00) 27% (28) 8% (39) 47Relig: Roman Catholic 7% (66) 26% (97) 9% (7) 30% (4) 9% (32) 380Relig: Ath./Agn./None 23% (54) 27% (79) 9% (23) 22% (44) 0% (64) 664Relig: Something Else 27% (03) 24% (9) 5% (57) 24% (92) 0% (39) 382Relig: Jewish 9% (0) 8% (0) 20% () 33% (8) 0% (6) 53Relig: All Christian 2% (243) 26% (296) 20% (233) 25% (286) 9% (02) 59Relig: All Non-Christian 25% (257) 26% (270) 7% (80) 23% (236) 0% (02) 046Community: Urban 26% (6) 29% (80) 4% (89) 9% (6) 2% (73) 68Community: Suburban 2% (97) 26% (248) 9% (75) 26% (248) 7% (70) 939Community: Rural 22% (42) 2% (39) 23% (48) 24% (58) 9% (6) 648Employ: Private Sector 25% (55) 30% (85) 20% (24) 20% (28) 5% (34) 626Employ: Government 28% (43) 20% (32) 20% (32) 23% (35) 9% (4) 56Employ: Self-Employed 27% (55) 3% (64) 4% (30) 22% (46) 6% (4) 209Employ: Homemaker 20% (3) 25% (38) 22% (34) 2% (32) 2% (8) 53Employ: Student 28% (3) 28% (3) 24% (26) 4% (6) 6% (7) 2Employ: Retired 5% (74) 8% (89) 8% (89) 38% (86) 9% (45) 483Employ: Unemployed 8% (42) 30% (68) 20% (45) 20% (45) 2% (28) 229Employ: Other 29% (68) 25% (59) 4% (33) 4% (33) 9% (44) 237Military HH: Yes 22% (89) 2% (83) 9% (77) 29% (7) 0% (39) 406Military HH: No 23% (4) 27% (483) 9% (336) 22% (404) 9% (65) 799RD/WT: Right Direction 23% (94) 24% (204) 7% (43) 26% (28) % (92) 85RD/WT: Wrong Track 23% (307) 27% (362) 20% (270) 22% (303) 8% (2) 354


328



Demographic





Adults 23% (500) 26% (566) 9% (43) 24% (522) 9% (204) 2205Trump Job Approve 2% (94) 25% (227) 8% (66) 26% (242) 0% (95) 924Trump Job Disapprove 24% (275) 27% (308) 20% (230) 22% (248) 7% (78) 40Trump Job Strongly Approve 22% (06) 22% (06) 8% (87) 29% (42) 0% (49) 490Trump Job Somewhat Approve 20% (88) 28% (2) 8% (79) 23% (00) % (46) 434Trump Job Somewhat Disapprove 24% (65) 27% (72) 25% (67) 6% (43) 9% (25) 272Trump Job Strongly Disapprove 24% (2) 27% (236) 9% (63) 24% (205) 6% (54) 868Favorable of Trump 2% (92) 24% (28) 9% (72) 28% (256) 8% (74) 9Unfavorable of Trump 24% (276) 27% (309) 20% (223) 20% (23) 8% (9) 30Very Favorable of Trump 22% (22) 22% (8) 8% (99) 30% (63) 8% (4) 543Somewhat Favorable of Trump 9% (70) 27% (99) 20% (72) 25% (93) 9% (33) 368Somewhat Unfavorable of Trump 24% (54) 25% (56) 25% (55) 6% (36) 0% (22) 223Very Unfavorable of Trump 24% (222) 28% (253) 9% (68) 2% (94) 8% (69) 907#1 Issue: Economy 26% (50) 29% (7) 9% (4) 8% (08) 8% (44) 588#1 Issue: Security 7% (74) 22% (96) 9% (82) 30% (28) 2% (50) 430#1 Issue: Health Care 27% (05) 26% (00) 9% (72) 2% (82) 7% (26) 385#1 Issue: Medicare / Social Security 8% (53) 25% (76) 6% (48) 30% (9) 0% (3) 299#1 Issue: Women’s Issues 8% (22) 3% (38) 22% (27) 2% (26) 7% (9) 22#1 Issue: Education 29% (44) 2% (32) 8% (28) 9% (29) 2% (7) 5#1 Issue: Energy 2% (22) 20% (2) 25% (25) 26% (26) 8% (8) 02#1 Issue: Other 23% (30) 25% (32) 4% (8) 24% (3) 4% (8) 292018 House Vote: Democrat 26% (200) 26% (99) 8% (4) 23% (74) 7% (56) 7702018 House Vote: Republican 8% (2) 25% (66) 20% (3) 28% (88) 0% (65) 6722018 House Vote: Someone else 25% (27) 23% (25) 9% (2) 22% (24) 2% (3) 02018 House Vote: Didnt Vote 23% (52) 27% (75) 8% (20) 2% (34) % (70) 6502016 Vote: Hillary Clinton 25% (63) 28% (83) 7% (2) 23% (55) 7% (50) 6632016 Vote: Donald Trump 7% (3) 24% (6) 20% (3) 3% (206) 9% (57) 6682016 Vote: Someone else 2% (4) 9% (38) 26% (50) 20% (39) 5% (29) 962016 Vote: Didnt Vote 27% (82) 27% (84) 8% (20) 8% (20) 0% (69) 675



329

Table AVE13_6


Demographic





Adults 23% (500) 26% (566) 9% (43) 24% (522) 9% (204) 2205Voted in 2014: Yes 2% (290) 26% (348) 9% (259) 26% (358) 8% (09) 364Voted in 2014: No 25% (20) 26% (28) 8% (54) 9% (63) % (95) 842012 Vote: Barack Obama 26% (23) 26% (26) 8% (47) 22% (8) 7% (60) 872012 Vote: Mitt Romney 3% (67) 23% (20) 22% (7) 32% (70) 0% (5) 5242012 Vote: Other 23% (23) 27% (28) 5% (5) 27% (28) 8% (9) 032012 Vote: Didn’t Vote 26% (97) 27% (202) 7% (32) 9% (42) % (84) 7584-Region: Northeast 9% (77) 25% (00) 20% (79) 27% (05) 9% (34) 3944-Region: Midwest 23% (06) 22% (02) 9% (86) 28% (30) 9% (40) 4634-Region: South 24% (98) 25% (208) 8% (49) 23% (90) 0% (82) 8264-Region: West 23% (20) 30% (57) 9% (99) 9% (97) 9% (48) 52Evangelical 24% (56) 25% (60) 2% (34) 20% (29) 9% (6) 640Non-Evangelical 22% (344) 26% (406) 8% (279) 25% (392) 9% (44) 565TV shows: Every day 26% (287) 27% (292) 9% (208) 2% (235) 7% (73) 095TV shows: Several times per week 22% (9) 27% (46) 9% (02) 23% (26) 8% (43) 536TV shows: About once per week 2% (28) 24% (32) 20% (27) 28% (37) 7% (0) 34TV shows: Several times per month 20% (23) 29% (33) 2% (3) 30% (34) 9% (0) 3TV shows: About once per month 8% (6) 4% (0) 25% (8) 24% (7) 28% (20) 7TV shows: Less often than once per month 7% (7) 27% (27) 22% (22) 26% (26) 7% (7) 00TV shows: Never 3% (20) 7% (27) 4% (22) 30% (46) 26% (4) 56Movies: Every day 4% (88) 28% (29) 2% (55) 3% (58) 6% (26) 455Movies: Several times per week 25% (40) 29% (63) 2% (9) 20% (0) 5% (26) 558Movies: About once per week 7% (62) 30% (09) 22% (8) 2% (75) 0% (35) 362Movies: Several times per month 9% (54) 26% (74) 8% (52) 26% (72) 0% (28) 28Movies: About once per month 5% (26) 8% (32) 23% (39) 33% (57) % (9) 72Movies: Less often than once per month 7% (5) 2% (45) 2% (45) 38% (79) 3% (27) 2Movies: Never 9% (5) 8% (4) 4% (23) 42% (70) 27% (44) 66


330



Demographic





Adults 23% (500) 26% (566) 9% (43) 24% (522) 9% (204) 2205Sports: Every day 38% (76) 8% (36) 8% (35) 9% (37) 7% (4) 98Sports: Several times per week 28% (92) 29% (94) 6% (54) 24% (78) 4% (2) 330Sports: About once per week 9% (5) 33% (9) 2% (57) 2% (56) 6% (7) 272Sports: Several times per month 27% (43) 22% (35) 20% (32) 20% (3) % (8) 58Sports: About once per month 7% (26) 33% (49) 23% (34) 20% (30) 8% (2) 5Sports: Less often than once per month 20% (75) 26% (98) 22% (82) 23% (86) 0% (37) 378Sports: Never 9% (37) 23% (64) 7% (9) 28% (203) 3% (95) 78Cable: I currently subscribe 23% (233) 27% (275) 7% (77) 25% (250) 8% (80) 05Cable: I subscribed in the past 22% (7) 28% (222) 20% (6) 2% (69) 9% (70) 793Cable: I have never subscribed 24% (96) 8% (70) 9% (75) 26% (02) 4% (54) 397Satellite television: I currently subscribe 27% (32) 2% (0) 7% (86) 25% (23) 0% (50) 492Satellite television: I subscribed in the past 22% (54) 28% (20) 9% (32) 2% (52) 0% (7) 70Satellite television: I have never subscribed 2% (25) 26% (264) 9% (95) 25% (246) 8% (83) 003Streaming service: I currently subscribe 25% (33) 29% (358) 8% (227) 9% (237) 8% (94) 229Streaming service: I subscribed in the past 26% (67) 26% (67) 9% (48) 9% (48) 0% (25) 255Streaming service: I have never subscribed 7% (2) 20% (4) 9% (38) 33% (236) 2% (85) 72Film: An avid fan 34% (265) 27% (20) 8% (38) 5% (5) 5% (42) 770Film: A casual fan 7% (96) 28% (320) 2% (240) 25% (290) 0% (5) 6Film: Not a fan 4% (39) 3% (36) 3% (35) 43% (7) 7% (47) 274Television: An avid fan 29% (296) 27% (276) 8% (82) 2% (25) 7% (69) 038Television: A casual fan 7% (70) 26% (266) 2% (22) 26% (259) 0% (99) 006Television: Not a fan 2% (34) 5% (25) 2% (9) 30% (48) 22% (36) 6Music: An avid fan 28% (33) 27% (35) 8% (27) 2% (248) 6% (7) 82Music: A casual fan 6% (50) 26% (24) 20% (80) 26% (235) 2% (07) 92Music: Not a fan 7% (9) 9% (0) 5% (6) 36% (39) 24% (26) Fashion: An avid fan 34% (4) 26% (88) 6% (52) 7% (58) 7% (22) 334Fashion: A casual fan 22% (98) 29% (257) 8% (64) 23% (205) 8% (72) 896Fashion: Not a fan 9% (88) 23% (22) 20% (97) 27% (259) % (0) 975



331

Table AVE13_6


Demographic





Adults 23% (500) 26% (566) 9% (43) 24% (522) 9% (204) 2205Sporting events: Every day 38% (76) 8% (36) 8% (35) 9% (37) 7% (4) 98Sporting events: Several times per week 28% (92) 29% (94) 6% (54) 24% (78) 4% (2) 330Sporting events: About once per week 9% (5) 33% (9) 2% (57) 2% (56) 6% (7) 272Sporting events: Several times per month 27% (43) 22% (35) 20% (32) 20% (3) % (8) 58Sporting events: About once per month 7% (26) 33% (49) 23% (34) 20% (30) 8% (2) 5Sporting events: Less often than once per month 20% (75) 26% (98) 22% (82) 23% (86) 0% (37) 378Sporting events: Never 9% (37) 23% (64) 7% (9) 28% (203) 3% (95) 78Cable television: I currently subscribe 23% (233) 27% (275) 7% (77) 25% (250) 8% (80) 05Cable television: I subscribed in the past 22% (7) 28% (222) 20% (6) 2% (69) 9% (70) 793Cable television: I have never subscribed 24% (96) 8% (70) 9% (75) 26% (02) 4% (54) 397Satellite television: I currently subscribe 27% (32) 2% (0) 7% (86) 25% (23) 0% (50) 492Satellite television: I subscribed in the past 22% (54) 28% (20) 9% (32) 2% (52) 0% (7) 70Satellite television: I have never subscribed 2% (25) 26% (264) 9% (95) 25% (246) 8% (83) 003Streaming service: I currently subscribe 25% (33) 29% (358) 8% (227) 9% (237) 8% (94) 229Streaming service: I subscribed in the past 26% (67) 26% (67) 9% (48) 9% (48) 0% (25) 255Streaming service: I have never subscribed 7% (2) 20% (4) 9% (38) 33% (236) 2% (85) 72Film: An avid fan 34% (265) 27% (20) 8% (38) 5% (5) 5% (42) 770Film: A casual fan 7% (96) 28% (320) 2% (240) 25% (290) 0% (5) 6Film: Not a fan 4% (39) 3% (36) 3% (35) 43% (7) 7% (47) 274Television: An avid fan 29% (296) 27% (276) 8% (82) 2% (25) 7% (69) 038Television: A casual fan 7% (70) 26% (266) 2% (22) 26% (259) 0% (99) 006Television: Not a fan 2% (34) 5% (25) 2% (9) 30% (48) 22% (36) 6Music: An avid fan 28% (33) 27% (35) 8% (27) 2% (248) 6% (7) 82Music: A casual fan 6% (50) 26% (24) 20% (80) 26% (235) 2% (07) 92Music: Not a fan 7% (9) 9% (0) 5% (6) 36% (39) 24% (26) Fashion: An avid fan 34% (4) 26% (88) 6% (52) 7% (58) 7% (22) 334Fashion: A casual fan 22% (98) 29% (257) 8% (64) 23% (205) 8% (72) 896Fashion: Not a fan 9% (88) 23% (22) 20% (97) 27% (259) % (0) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


332


Table AVE13_7: Would you watch a TV show with the following Marvel superheroes as the leading character?Wong

Demographic





Adults 4% (306) 20% (438) 26% (575) 29% (646) % (240) 2205Gender: Male 8% (93) 23% (245) 25% (263) 24% (260) 0% (03) 064Gender: Female 0% (3) 7% (93) 27% (32) 34% (386) 2% (37) 4Age: 18-29 25% (7) 23% (09) 2% (98) 20% (96) % (5) 47Age: 30-44 7% (90) 22% (22) 28% (52) 22% (20) % (60) 544Age: 45-54 % (43) 23% (89) 27% (07) 27% (04) 2% (48) 392Age: 55-64 7% (26) 9% (70) 27% (96) 35% (27) % (4) 360Age: 65+ 7% (3) % (47) 28% (2) 45% (99) 9% (39) 437Generation Z: 18-21 24% (40) 22% (36) 25% (42) 9% (3) 0% (7) 65Millennial: Age 22-37 22% (42) 22% (38) 23% (47) 2% (34) 2% (73) 635Generation X: Age 38-53 % (65) 24% (38) 27% (52) 26% (47) 2% (66) 568Boomers: Age 54-72 7% (5) 6% (2) 29% (207) 37% (263) 0% (74) 706PID: Dem (no lean) 5% (09) 9% (38) 27% (93) 29% (23) 0% (70) 722PID: Ind (no lean) 4% (5) 22% (80) 25% (203) 25% (202) 3% (0) 800PID: Rep (no lean) 2% (83) 8% (20) 26% (79) 34% (232) 0% (70) 682PID/Gender: DemMen 2% (67) 20% (66) 25% (8) 25% (8) 9% (30) 324PID/Gender: DemWomen 0% (42) 8% (72) 28% (3) 33% (32) 0% (40) 398PID/Gender: Ind Men 8% (67) 28% (02) 22% (82) 20% (74) % (4) 366PID/Gender: Ind Women % (48) 8% (78) 28% (20) 29% (27) 4% (60) 434PID/Gender: Rep Men 6% (60) 2% (77) 27% (00) 28% (05) 9% (32) 374PID/Gender: Rep Women 7% (23) 4% (42) 26% (79) 4% (27) 2% (37) 308Ideo: Liberal (1-3) 7% (22) 2% (49) 26% (85) 26% (86) 0% (68) 70Ideo: Moderate (4) 3% (60) 8% (85) 28% (27) 30% (40) 0% (48) 459Ideo: Conservative (5-7) 0% (75) 20% (4) 26% (89) 34% (24) 0% (72) 78Educ: < College 5% (227) 9% (295) 26% (395) 27% (45) 2% (84) 56Educ: Bachelors degree 2% (55) 20% (88) 27% (22) 32% (43) 8% (37) 445Educ: Post-grad 0% (25) 22% (54) 24% (58) 36% (88) 8% (9) 245



333

Table AVE13_7


Demographic





Adults 4% (306) 20% (438) 26% (575) 29% (646) % (240) 2205Income: Under 50k 5% (203) 22% (298) 25% (349) 26% (353) 2% (68) 37Income: 50k-100k 2% (66) 6% (88) 30% (68) 34% (89) 9% (53) 565Income: 100k+ 4% (37) 9% (5) 2% (58) 39% (04) 7% (20) 269Ethnicity: White % (86) 9% (322) 28% (479) 32% (557) 0% (8) 726Ethnicity: Hispanic 2% (74) 27% (95) 2% (73) 8% (64) 3% (44) 350Ethnicity: Afr. Am. 26% (72) 25% (70) 22% (59) 5% (4) 2% (33) 275Ethnicity: Other 24% (48) 22% (46) 8% (36) 23% (48) 3% (26) 204Relig: Protestant 9% (4) 7% (78) 32% (48) 33% (54) % (49) 47Relig: Roman Catholic 0% (39) 9% (74) 26% (98) 36% (36) 9% (32) 380Relig: Ath./Agn./None 7% (5) 2% (42) 25% (69) 26% (7) 0% (68) 664Relig: Something Else 7% (64) 23% (89) 9% (72) 28% (08) 3% (48) 382Relig: Jewish 8% (4) 25% (3) 24% (3) 34% (8) 9% (5) 53Relig: All Christian % (27) 8% (206) 29% (334) 32% (367) % (25) 59Relig: All Non-Christian 7% (79) 22% (23) 23% (24) 27% (279) % (6) 046Community: Urban 6% (98) 23% (43) 24% (46) 24% (49) 3% (82) 68Community: Suburban 3% (20) 20% (90) 26% (243) 32% (300) 9% (86) 939Community: Rural 4% (88) 6% (04) 29% (85) 30% (97) % (73) 648Employ: Private Sector 5% (94) 24% (5) 28% (75) 25% (55) 8% (5) 626Employ: Government 4% (2) 7% (26) 28% (44) 30% (47) % (8) 56Employ: Self-Employed 20% (4) 23% (48) 2% (45) 28% (59) 8% (7) 209Employ: Homemaker 2% (8) 9% (29) 29% (45) 29% (44) % (7) 53Employ: Student 23% (25) 29% (33) 20% (23) 20% (22) 8% (9) 2Employ: Retired 8% (40) 3% (6) 26% (23) 42% (205) % (54) 483Employ: Unemployed 4% (32) 22% (49) 26% (60) 23% (54) 5% (34) 229Employ: Other 5% (35) 7% (4) 25% (60) 26% (6) 7% (4) 237Military HH: Yes 8% (72) 4% (58) 24% (98) 32% (29) 2% (49) 406Military HH: No 3% (235) 2% (380) 26% (476) 29% (57) % (9) 799RD/WT: Right Direction 3% (4) 8% (57) 25% (24) 3% (266) 2% (99) 85RD/WT: Wrong Track 4% (92) 2% (280) 27% (360) 28% (380) 0% (4) 354


334



Demographic





Adults 4% (306) 20% (438) 26% (575) 29% (646) % (240) 2205Trump Job Approve 3% (6) 8% (63) 27% (246) 3% (289) 2% (0) 924Trump Job Disapprove 5% (73) 22% (249) 26% (300) 28% (36) 9% (03) 40Trump Job Strongly Approve % (52) 8% (88) 25% (25) 35% (69) % (55) 490Trump Job Somewhat Approve 5% (64) 7% (74) 28% (2) 28% (20) 3% (55) 434Trump Job Somewhat Disapprove 4% (38) 24% (67) 26% (70) 25% (68) % (30) 272Trump Job Strongly Disapprove 6% (35) 2% (83) 26% (229) 29% (248) 8% (73) 868Favorable of Trump 2% (2) 8% (67) 27% (246) 33% (296) 0% (90) 9Unfavorable of Trump 5% (69) 22% (245) 26% (298) 27% (307) 0% (2) 30Very Favorable of Trump 3% (70) 9% (0) 25% (38) 33% (79) 0% (55) 543Somewhat Favorable of Trump % (42) 8% (66) 29% (08) 32% (7) 9% (34) 368Somewhat Unfavorable of Trump 5% (33) 24% (54) 22% (50) 24% (53) 5% (34) 223Very Unfavorable of Trump 5% (36) 2% (9) 27% (248) 28% (254) 9% (78) 907#1 Issue: Economy 5% (90) 22% (3) 28% (62) 24% (40) % (64) 588#1 Issue: Security 0% (4) 7% (73) 26% () 35% (49) 3% (55) 430#1 Issue: Health Care 7% (64) 2% (79) 27% (04) 28% (08) 8% (30) 385#1 Issue: Medicare / Social Security 0% (30) 9% (57) 27% (82) 34% (02) 0% (29) 299#1 Issue: Women’s Issues 0% (2) 23% (28) 30% (36) 30% (37) 7% (8) 22#1 Issue: Education 7% (26) 22% (33) 2% (3) 27% (4) 3% (9) 5#1 Issue: Energy 2% (2) 7% (7) 2% (2) 28% (28) 3% (3) 02#1 Issue: Other 8% (23) 4% (8) 2% (27) 30% (39) 7% (22) 292018 House Vote: Democrat 5% (4) 20% (5) 28% (22) 29% (226) 9% (66) 7702018 House Vote: Republican 2% (79) 8% (22) 27% (80) 33% (224) 0% (67) 6722018 House Vote: Someone else 4% (5) 8% (20) 25% (28) 27% (30) 5% (7) 02018 House Vote: Didnt Vote 5% (98) 22% (43) 24% (54) 25% (64) 4% (9) 6502016 Vote: Hillary Clinton 4% (90) 9% (28) 28% (86) 3% (204) 8% (54) 6632016 Vote: Donald Trump 9% (62) 8% (20) 27% (83) 36% (238) 0% (64) 6682016 Vote: Someone else 9% (37) 20% (39) 27% (53) 9% (38) 5% (30) 962016 Vote: Didnt Vote 7% (6) 22% (49) 23% (53) 24% (65) 4% (92) 675



335

Table AVE13_7


Demographic





Adults 4% (306) 20% (438) 26% (575) 29% (646) % (240) 2205Voted in 2014: Yes 2% (65) 20% (272) 28% (377) 3% (422) 9% (27) 364Voted in 2014: No 7% (42) 20% (65) 23% (97) 27% (224) 3% (3) 842012 Vote: Barack Obama 5% (2) 2% (74) 27% (29) 28% (230) 9% (73) 872012 Vote: Mitt Romney 8% (42) 7% (9) 28% (46) 37% (95) 0% (5) 5242012 Vote: Other 8% (8) 25% (26) 27% (28) 28% (29) 2% (2) 032012 Vote: Didn’t Vote 8% (35) 9% (47) 24% (8) 25% (92) 4% (03) 7584-Region: Northeast 2% (46) 7% (66) 29% (4) 35% (36) 8% (33) 3944-Region: Midwest 3% (6) 8% (86) 27% (25) 32% (48) 9% (44) 4634-Region: South 4% (3) 2% (7) 26% (22) 28% (228) 2% (02) 8264-Region: West 6% (85) 22% (5) 24% (25) 26% (34) 2% (62) 52Evangelical 3% (82) 8% (4) 28% (78) 29% (88) 2% (77) 640Non-Evangelical 4% (225) 2% (323) 25% (396) 29% (458) 0% (63) 565TV shows: Every day 6% (73) 22% (236) 25% (272) 29% (322) 8% (93) 095TV shows: Several times per week 4% (75) 2% (4) 29% (53) 28% (49) 9% (46) 536TV shows: About once per week % (4) 20% (27) 3% (4) 30% (40) 9% (2) 34TV shows: Several times per month % (2) 5% (7) 3% (35) 32% (36) % (3) 3TV shows: About once per month 6% (4) 8% (6) 29% (2) 26% (8) 3% (22) 7TV shows: Less often than once per month % () 22% (22) 24% (24) 30% (30) 2% (2) 00TV shows: Never % (6) % (6) 8% (28) 33% (52) 28% (43) 56Movies: Every day 26% (6) 25% (3) 23% (06) 7% (79) 9% (4) 455Movies: Several times per week 5% (84) 25% (37) 27% (5) 26% (43) 8% (43) 558Movies: About once per week 2% (44) 9% (67) 3% (0) 27% (98) % (4) 362Movies: Several times per month 9% (26) 7% (49) 3% (86) 32% (89) % (30) 28Movies: About once per month 9% (6) 9% (33) 22% (37) 40% (69) 0% (7) 72Movies: Less often than once per month 4% (9) 5% (3) 24% (50) 44% (93) 3% (28) 2Movies: Never 7% () 5% (8) 20% (34) 44% (74) 24% (40) 66


336



Demographic





Adults 4% (306) 20% (438) 26% (575) 29% (646) % (240) 2205Sports: Every day 25% (49) 22% (43) 22% (45) 26% (5) 5% () 98Sports: Several times per week 8% (60) 22% (7) 26% (86) 28% (9) 7% (22) 330Sports: About once per week 0% (27) 20% (55) 32% (87) 27% (74) 0% (28) 272Sports: Several times per month 5% (24) 6% (26) 3% (49) 27% (43) 0% (6) 58Sports: About once per month 7% (0) 25% (38) 36% (54) 24% (36) 8% (2) 5Sports: Less often than once per month 3% (49) 20% (74) 24% (9) 29% () 4% (52) 378Sports: Never 2% (86) 8% (30) 23% (64) 33% (239) 4% (99) 78Cable: I currently subscribe 5% (49) 9% (94) 25% (250) 3% (3) % () 05Cable: I subscribed in the past % (85) 23% (82) 29% (229) 28% (220) 0% (77) 793Cable: I have never subscribed 8% (73) 5% (6) 24% (95) 29% (6) 3% (52) 397Satellite television: I currently subscribe 7% (84) 20% (98) 2% (04) 30% (50) % (56) 492Satellite television: I subscribed in the past 4% (97) 8% (29) 28% (99) 28% (202) 2% (83) 70Satellite television: I have never subscribed 3% (26) 2% (2) 27% (27) 29% (294) 0% (0) 003Streaming service: I currently subscribe 6% (92) 22% (27) 27% (329) 25% (32) 0% (25) 229Streaming service: I subscribed in the past 6% (4) 27% (68) 24% (60) 25% (64) 9% (22) 255Streaming service: I have never subscribed 0% (73) 4% (99) 26% (86) 37% (270) 3% (93) 72Film: An avid fan 22% (69) 24% (88) 26% (200) 20% (52) 8% (62) 770Film: A casual fan 0% (4) 9% (224) 27% (38) 32% (369) 2% (35) 6Film: Not a fan 8% (23) 9% (26) 2% (57) 46% (25) 6% (43) 274Television: An avid fan 6% (66) 2% (222) 26% (27) 28% (289) 9% (89) 038Television: A casual fan 2% (23) 20% (20) 26% (264) 30% (30) 2% (8) 006Television: Not a fan % (7) 9% (5) 25% (40) 35% (56) 2% (34) 6Music: An avid fan 8% (208) 20% (238) 26% (308) 27% (320) 9% (08) 82Music: A casual fan 9% (87) 2% (89) 26% (24) 3% (285) 2% (0) 92Music: Not a fan % (2) 9% (0) 23% (26) 37% (4) 20% (22) Fashion: An avid fan 22% (73) 9% (65) 27% (89) 22% (73) 0% (35) 334Fashion: A casual fan 3% (5) 2% (85) 27% (246) 28% (253) % (97) 896Fashion: Not a fan 2% (8) 9% (88) 25% (240) 33% (32) % (08) 975



337

Table AVE13_7


Demographic





Adults 4% (306) 20% (438) 26% (575) 29% (646) % (240) 2205Sporting events: Every day 25% (49) 22% (43) 22% (45) 26% (5) 5% () 98Sporting events: Several times per week 8% (60) 22% (7) 26% (86) 28% (9) 7% (22) 330Sporting events: About once per week 0% (27) 20% (55) 32% (87) 27% (74) 0% (28) 272Sporting events: Several times per month 5% (24) 6% (26) 3% (49) 27% (43) 0% (6) 58Sporting events: About once per month 7% (0) 25% (38) 36% (54) 24% (36) 8% (2) 5Sporting events: Less often than once per month 3% (49) 20% (74) 24% (9) 29% () 4% (52) 378Sporting events: Never 2% (86) 8% (30) 23% (64) 33% (239) 4% (99) 78Cable television: I currently subscribe 5% (49) 9% (94) 25% (250) 3% (3) % () 05Cable television: I subscribed in the past % (85) 23% (82) 29% (229) 28% (220) 0% (77) 793Cable television: I have never subscribed 8% (73) 5% (6) 24% (95) 29% (6) 3% (52) 397Satellite television: I currently subscribe 7% (84) 20% (98) 2% (04) 30% (50) % (56) 492Satellite television: I subscribed in the past 4% (97) 8% (29) 28% (99) 28% (202) 2% (83) 70Satellite television: I have never subscribed 3% (26) 2% (2) 27% (27) 29% (294) 0% (0) 003Streaming service: I currently subscribe 6% (92) 22% (27) 27% (329) 25% (32) 0% (25) 229Streaming service: I subscribed in the past 6% (4) 27% (68) 24% (60) 25% (64) 9% (22) 255Streaming service: I have never subscribed 0% (73) 4% (99) 26% (86) 37% (270) 3% (93) 72Film: An avid fan 22% (69) 24% (88) 26% (200) 20% (52) 8% (62) 770Film: A casual fan 0% (4) 9% (224) 27% (38) 32% (369) 2% (35) 6Film: Not a fan 8% (23) 9% (26) 2% (57) 46% (25) 6% (43) 274Television: An avid fan 6% (66) 2% (222) 26% (27) 28% (289) 9% (89) 038Television: A casual fan 2% (23) 20% (20) 26% (264) 30% (30) 2% (8) 006Television: Not a fan % (7) 9% (5) 25% (40) 35% (56) 2% (34) 6Music: An avid fan 8% (208) 20% (238) 26% (308) 27% (320) 9% (08) 82Music: A casual fan 9% (87) 2% (89) 26% (24) 3% (285) 2% (0) 92Music: Not a fan % (2) 9% (0) 23% (26) 37% (4) 20% (22) Fashion: An avid fan 22% (73) 9% (65) 27% (89) 22% (73) 0% (35) 334Fashion: A casual fan 3% (5) 2% (85) 27% (246) 28% (253) % (97) 896Fashion: Not a fan 2% (8) 9% (88) 25% (240) 33% (32) % (08) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


338


Table AVE13_8: Would you watch a TV show with the following Marvel superheroes as the leading character?Valkyrie

Demographic





Adults 2% (472) 25% (55) 2% (453) 24% (528) 9% (20) 2205Gender: Male 25% (264) 26% (279) 2% (222) 9% (207) 9% (9) 064Gender: Female 8% (208) 24% (272) 20% (230) 28% (32) 0% (09) 4Age: 18-29 3% (47) 25% (9) 9% (9) 3% (63) % (52) 47Age: 30-44 28% (54) 23% (25) 20% (0) 8% (97) % (58) 544Age: 45-54 2% (8) 28% (08) 22% (85) 23% (9) 7% (28) 392Age: 55-64 4% (49) 27% (98) 24% (85) 27% (98) 8% (30) 360Age: 65+ 9% (4) 23% (0) 9% (83) 4% (79) 8% (33) 437Generation Z: 18-21 34% (56) 26% (44) 7% (28) 2% (20) 0% (7) 65Millennial: Age 22-37 30% (89) 23% (49) 20% (28) 5% (98) % (70) 635Generation X: Age 38-53 23% (3) 27% (5) 20% (6) 22% (22) 8% (47) 568Boomers: Age 54-72 2% (86) 25% (80) 23% (6) 3% (222) 8% (57) 706PID: Dem (no lean) 26% (89) 25% (83) 20% (47) 2% (50) 7% (54) 722PID: Ind (no lean) 22% (72) 27% (24) 9% (53) 22% (72) % (89) 800PID: Rep (no lean) 6% () 23% (55) 22% (53) 30% (205) 8% (57) 682PID/Gender: DemMen 33% (07) 22% (72) 22% (70) 6% (52) 7% (23) 324PID/Gender: DemWomen 20% (8) 28% (0) 9% (77) 25% (99) 8% (3) 398PID/Gender: Ind Men 22% (82) 30% (0) 8% (66) 7% (62) 2% (46) 366PID/Gender: Ind Women 2% (9) 24% (04) 20% (86) 25% () 0% (44) 434PID/Gender: Rep Men 20% (75) 26% (97) 23% (86) 25% (94) 6% (23) 374PID/Gender: Rep Women 2% (36) 9% (58) 22% (68) 36% () % (35) 308Ideo: Liberal (1-3) 28% (20) 24% (72) 9% (32) 20% (45) 8% (60) 70Ideo: Moderate (4) 20% (94) 24% (09) 24% (2) 26% (7) 6% (26) 459Ideo: Conservative (5-7) 4% (03) 26% (87) 23% (65) 28% (204) 8% (58) 78Educ: < College 22% (334) 26% (394) 20% (300) 22% (33) 0% (57) 56Educ: Bachelors degree 9% (86) 22% (00) 24% (05) 29% (27) 6% (26) 445Educ: Post-grad 2% (52) 24% (58) 20% (48) 28% (69) 7% (8) 245



339

Table AVE13_8


Demographic





Adults 2% (472) 25% (55) 2% (453) 24% (528) 9% (20) 2205Income: Under 50k 23% (30) 27% (374) 9% (266) 2% (287) 0% (35) 37Income: 50k-100k 20% (2) 22% (25) 23% (29) 27% (54) 8% (45) 565Income: 100k+ 9% (5) 20% (53) 22% (58) 32% (87) 8% (2) 269Ethnicity: White 7% (293) 25% (432) 22% (377) 27% (465) 9% (59) 726Ethnicity: Hispanic 32% (0) 3% (07) 6% (55) 3% (46) 9% (3) 350Ethnicity: Afr. Am. 45% (24) 23% (64) 3% (35) % (30) 8% (22) 275Ethnicity: Other 27% (56) 27% (56) 20% (4) 6% (32) 0% (20) 204Relig: Protestant 4% (65) 23% (0) 27% (25) 29% (36) 7% (35) 47Relig: Roman Catholic 9% (74) 24% (92) 2% (78) 30% (3) 6% (23) 380Relig: Ath./Agn./None 25% (63) 23% (5) 2% (39) 22% (43) 0% (68) 664Relig: Something Else 26% (00) 27% (04) 5% (56) 22% (85) 0% (37) 382Relig: Jewish 2% (6) 25% (4) 8% (0) 34% (8) 0% (6) 53Relig: All Christian 8% (20) 26% (297) 22% (258) 26% (300) 8% (95) 59Relig: All Non-Christian 25% (263) 24% (255) 9% (95) 22% (228) 0% (05) 046Community: Urban 27% (64) 26% (59) 8% (09) 20% (2) % (66) 68Community: Suburban 9% (80) 25% (23) 22% (203) 27% (250) 8% (74) 939Community: Rural 20% (28) 25% (62) 22% (4) 24% (57) 9% (60) 648Employ: Private Sector 24% (50) 26% (62) 22% (35) 22% (37) 7% (42) 626Employ: Government 27% (4) 20% (32) 2% (32) 23% (35) 0% (5) 56Employ: Self-Employed 23% (47) 3% (65) 22% (47) 20% (42) 4% (9) 209Employ: Homemaker 22% (34) 22% (33) 24% (36) 23% (35) 0% (5) 53Employ: Student 39% (44) 27% (30) 6% (7) 0% () 8% (9) 2Employ: Retired % (55) 23% (2) 9% (9) 39% (86) 8% (38) 483Employ: Unemployed 8% (40) 30% (70) 2% (49) 9% (44) % (26) 229Employ: Other 25% (60) 20% (47) 9% (46) 6% (38) 9% (46) 237Military HH: Yes 24% (96) 26% (05) 8% (74) 26% (08) 6% (24) 406Military HH: No 2% (377) 25% (447) 2% (379) 23% (420) 0% (76) 799RD/WT: Right Direction 9% (62) 24% (202) 20% (74) 26% (225) 0% (88) 85RD/WT: Wrong Track 23% (30) 26% (349) 2% (279) 22% (302) 8% (3) 354


340



Demographic





Adults 2% (472) 25% (55) 2% (453) 24% (528) 9% (20) 2205Trump Job Approve 6% (52) 25% (233) 2% (95) 27% (25) 0% (93) 924Trump Job Disapprove 26% (300) 25% (283) 20% (234) 22% (248) 7% (76) 40Trump Job Strongly Approve 7% (84) 25% (22) 9% (92) 29% (40) % (52) 490Trump Job Somewhat Approve 6% (68) 26% () 24% (03) 26% () 9% (4) 434Trump Job Somewhat Disapprove 25% (69) 28% (76) 25% (67) 4% (39) 8% (22) 272Trump Job Strongly Disapprove 27% (23) 24% (207) 9% (66) 24% (209) 6% (54) 868Favorable of Trump 7% (52) 25% (230) 2% (95) 28% (257) 9% (78) 9Unfavorable of Trump 25% (285) 26% (289) 2% (234) 2% (238) 7% (84) 30Very Favorable of Trump 7% (95) 25% (38) 20% (07) 29% (58) 8% (45) 543Somewhat Favorable of Trump 5% (57) 25% (92) 24% (88) 27% (99) 9% (33) 368Somewhat Unfavorable of Trump 8% (39) 3% (70) 24% (54) 6% (36) % (24) 223Very Unfavorable of Trump 27% (246) 24% (29) 20% (80) 22% (20) 7% (60) 907#1 Issue: Economy 26% (5) 28% (67) 2% (25) 8% (07) 6% (36) 588#1 Issue: Security 5% (65) 20% (88) 24% (02) 3% (33) 0% (42) 430#1 Issue: Health Care 24% (9) 26% (98) 9% (72) 22% (85) 0% (38) 385#1 Issue: Medicare / Social Security 3% (38) 28% (84) 20% (59) 30% (9) 9% (27) 299#1 Issue: Women’s Issues 26% (3) 25% (30) 24% (29) 8% (2) 8% (0) 22#1 Issue: Education 27% (4) 2% (3) 4% (2) 24% (37) 4% (2) 5#1 Issue: Energy 23% (24) 23% (23) 2% (2) 22% (22) % () 02#1 Issue: Other 24% (3) 23% (30) 8% (23) 24% (30) % (4) 292018 House Vote: Democrat 27% (205) 24% (85) 2% (58) 22% (67) 7% (55) 7702018 House Vote: Republican 5% (02) 25% (68) 22% (45) 29% (97) 9% (60) 6722018 House Vote: Someone else 9% (2) 28% (30) 8% (20) 26% (29) 0% () 02018 House Vote: Didnt Vote 22% (45) 26% (67) 20% (30) 2% (34) % (75) 6502016 Vote: Hillary Clinton 25% (63) 25% (65) 2% (40) 23% (5) 7% (44) 6632016 Vote: Donald Trump 4% (93) 25% (65) 2% (43) 3% (209) 9% (58) 6682016 Vote: Someone else 22% (44) 2% (4) 26% (5) 9% (38) % (22) 962016 Vote: Didnt Vote 25% (7) 27% (80) 8% (9) 9% (28) % (76) 675



341

Table AVE13_8


Demographic





Adults 2% (472) 25% (55) 2% (453) 24% (528) 9% (20) 2205Voted in 2014: Yes 9% (265) 25% (340) 22% (294) 26% (353) 8% (2) 364Voted in 2014: No 25% (207) 25% (2) 9% (59) 2% (75) % (89) 842012 Vote: Barack Obama 24% (200) 26% (23) 20% (6) 22% (78) 8% (65) 872012 Vote: Mitt Romney 2% (62) 22% (5) 24% (28) 33% (75) 9% (45) 5242012 Vote: Other 8% (8) 29% (30) 4% (5) 29% (30) 0% (0) 032012 Vote: Didn’t Vote 25% (93) 26% (94) 20% (48) 9% (44) % (80) 7584-Region: Northeast 8% (70) 20% (79) 26% (02) 28% (09) 9% (35) 3944-Region: Midwest 2% (97) 23% (07) 20% (94) 27% (25) 9% (40) 4634-Region: South 22% (79) 26% (22) 9% (6) 23% (90) 0% (83) 8264-Region: West 24% (27) 29% (53) 8% (96) 20% (03) 8% (42) 52Evangelical 20% (29) 26% (67) 2% (35) 23% (46) 0% (62) 640Non-Evangelical 22% (344) 25% (384) 20% (38) 24% (38) 9% (38) 565TV shows: Every day 23% (257) 27% (300) 20% (222) 22% (24) 7% (76) 095TV shows: Several times per week 22% (20) 26% (40) 20% (09) 24% (28) 7% (38) 536TV shows: About once per week 25% (34) 4% (9) 20% (27) 29% (39) 2% (6) 34TV shows: Several times per month 5% (7) 26% (30) 26% (29) 27% (3) 6% (6) 3TV shows: About once per month % (8) 3% (9) 33% (23) 23% (6) 20% (4) 7TV shows: Less often than once per month 6% (6) 25% (25) 23% (23) 30% (30) 7% (7) 00TV shows: Never 3% (20) 9% (29) 3% (2) 28% (43) 27% (43) 56Movies: Every day 33% (5) 29% (34) 7% (80) 4% (62) 6% (29) 455Movies: Several times per week 27% (49) 27% (53) 9% (08) 2% (7) 5% (30) 558Movies: About once per week 23% (82) 27% (96) 22% (80) 20% (7) 9% (33) 362Movies: Several times per month 5% (43) 25% (69) 25% (70) 26% (73) 9% (25) 28Movies: About once per month % (8) 23% (39) 23% (39) 3% (54) 2% (2) 72Movies: Less often than once per month 7% (6) 2% (44) 24% (5) 38% (80) 0% (20) 2Movies: Never 8% (3) 0% (6) 5% (25) 42% (7) 25% (42) 66


342



Demographic





Adults 2% (472) 25% (55) 2% (453) 24% (528) 9% (20) 2205Sports: Every day 34% (67) 26% (5) 5% (30) 9% (38) 6% (2) 98Sports: Several times per week 26% (87) 25% (82) 23% (76) 22% (72) 4% (3) 330Sports: About once per week 9% (52) 28% (76) 23% (62) 2% (58) 9% (24) 272Sports: Several times per month 20% (3) 28% (45) 25% (40) 20% (3) 7% (2) 58Sports: About once per month 4% (2) 30% (45) 24% (36) 23% (35) 9% (4) 5Sports: Less often than once per month 20% (75) 26% (00) 22% (84) 23% (87) 8% (32) 378Sports: Never 9% (39) 2% (54) 7% (25) 29% (206) 3% (95) 78Cable: I currently subscribe 2% (26) 26% (268) 20% (98) 25% (249) 8% (84) 05Cable: I subscribed in the past 20% (56) 27% (24) 23% (84) 22% (76) 8% (64) 793Cable: I have never subscribed 25% (00) 7% (69) 8% (7) 26% (03) 3% (53) 397Satellite television: I currently subscribe 23% (4) 23% (3) 6% (78) 28% (36) 0% (5) 492Satellite television: I subscribed in the past 2% (49) 28% (20) 2% (50) 20% (43) 0% (67) 70Satellite television: I have never subscribed 2% (20) 24% (238) 22% (225) 25% (249) 8% (82) 003Streaming service: I currently subscribe 24% (292) 27% (332) 2% (258) 20% (248) 8% (99) 229Streaming service: I subscribed in the past 27% (68) 25% (63) 2% (53) 8% (47) 9% (24) 255Streaming service: I have never subscribed 6% (2) 22% (56) 20% (42) 32% (233) % (78) 72Film: An avid fan 33% (25) 29% (225) 8% (42) 4% () 5% (4) 770Film: A casual fan 7% (92) 25% (285) 22% (258) 27% (308) 0% (9) 6Film: Not a fan % (30) 5% (4) 9% (53) 40% (09) 5% (4) 274Television: An avid fan 26% (270) 28% (289) 20% (205) 20% (209) 6% (66) 038Television: A casual fan 7% (75) 24% (246) 2% (25) 27% (272) 0% (99) 006Television: Not a fan 7% (28) 0% (7) 2% (34) 29% (47) 22% (35) 6Music: An avid fan 27% (322) 26% (308) 20% (232) 20% (239) 7% (8) 82Music: A casual fan 5% (38) 25% (230) 22% (98) 28% (252) 0% (94) 92Music: Not a fan % (3) 2% (4) 20% (23) 33% (36) 23% (26) Fashion: An avid fan 35% (6) 26% (86) 7% (56) 4% (47) 9% (29) 334Fashion: A casual fan 2% (92) 28% (249) 9% (73) 24% (24) 8% (68) 896Fashion: Not a fan 7% (65) 22% (27) 23% (224) 27% (266) % (04) 975



343

Table AVE13_8


Demographic





Adults 2% (472) 25% (55) 2% (453) 24% (528) 9% (20) 2205Sporting events: Every day 34% (67) 26% (5) 5% (30) 9% (38) 6% (2) 98Sporting events: Several times per week 26% (87) 25% (82) 23% (76) 22% (72) 4% (3) 330Sporting events: About once per week 9% (52) 28% (76) 23% (62) 2% (58) 9% (24) 272Sporting events: Several times per month 20% (3) 28% (45) 25% (40) 20% (3) 7% (2) 58Sporting events: About once per month 4% (2) 30% (45) 24% (36) 23% (35) 9% (4) 5Sporting events: Less often than once per month 20% (75) 26% (00) 22% (84) 23% (87) 8% (32) 378Sporting events: Never 9% (39) 2% (54) 7% (25) 29% (206) 3% (95) 78Cable television: I currently subscribe 2% (26) 26% (268) 20% (98) 25% (249) 8% (84) 05Cable television: I subscribed in the past 20% (56) 27% (24) 23% (84) 22% (76) 8% (64) 793Cable television: I have never subscribed 25% (00) 7% (69) 8% (7) 26% (03) 3% (53) 397Satellite television: I currently subscribe 23% (4) 23% (3) 6% (78) 28% (36) 0% (5) 492Satellite television: I subscribed in the past 2% (49) 28% (20) 2% (50) 20% (43) 0% (67) 70Satellite television: I have never subscribed 2% (20) 24% (238) 22% (225) 25% (249) 8% (82) 003Streaming service: I currently subscribe 24% (292) 27% (332) 2% (258) 20% (248) 8% (99) 229Streaming service: I subscribed in the past 27% (68) 25% (63) 2% (53) 8% (47) 9% (24) 255Streaming service: I have never subscribed 6% (2) 22% (56) 20% (42) 32% (233) % (78) 72Film: An avid fan 33% (25) 29% (225) 8% (42) 4% () 5% (4) 770Film: A casual fan 7% (92) 25% (285) 22% (258) 27% (308) 0% (9) 6Film: Not a fan % (30) 5% (4) 9% (53) 40% (09) 5% (4) 274Television: An avid fan 26% (270) 28% (289) 20% (205) 20% (209) 6% (66) 038Television: A casual fan 7% (75) 24% (246) 2% (25) 27% (272) 0% (99) 006Television: Not a fan 7% (28) 0% (7) 2% (34) 29% (47) 22% (35) 6Music: An avid fan 27% (322) 26% (308) 20% (232) 20% (239) 7% (8) 82Music: A casual fan 5% (38) 25% (230) 22% (98) 28% (252) 0% (94) 92Music: Not a fan % (3) 2% (4) 20% (23) 33% (36) 23% (26) Fashion: An avid fan 35% (6) 26% (86) 7% (56) 4% (47) 9% (29) 334Fashion: A casual fan 2% (92) 28% (249) 9% (73) 24% (24) 8% (68) 896Fashion: Not a fan 7% (65) 22% (27) 23% (224) 27% (266) % (04) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


344


Table AVE13_9: Would you watch a TV show with the following Marvel superheroes as the leading character?The Wasp

Demographic





Adults 22% (475) 23% (507) 2% (468) 24% (538) 0% (27) 2205Gender: Male 25% (268) 26% (274) 9% (206) 20% (27) 9% (00) 064Gender: Female 8% (207) 20% (233) 23% (263) 28% (320) 0% (7) 4Age: 18-29 3% (45) 22% (02) 20% (95) 6% (75) % (54) 47Age: 30-44 28% (50) 23% (25) 22% (8) 9% (04) 9% (46) 544Age: 45-54 20% (79) 28% (0) 2% (8) 22% (85) 9% (37) 392Age: 55-64 6% (58) 23% (82) 22% (79) 27% (98) 2% (43) 360Age: 65+ 0% (44) 20% (88) 22% (95) 40% (74) 8% (36) 437Generation Z: 18-21 3% (52) 9% (3) 23% (38) 6% (27) 0% (7) 65Millennial: Age 22-37 30% (9) 23% (44) 9% (2) 7% (09) % (70) 635Generation X: Age 38-53 22% (25) 27% (53) 22% (23) 2% (22) 8% (45) 568Boomers: Age 54-72 3% (95) 23% (59) 24% (66) 30% (25) 0% (7) 706PID: Dem (no lean) 22% (62) 22% (59) 22% (60) 24% (77) 9% (64) 722PID: Ind (no lean) 22% (77) 23% (82) 22% (77) 2% (69) 2% (96) 800PID: Rep (no lean) 20% (36) 24% (66) 9% (3) 28% (92) 8% (57) 682PID/Gender: DemMen 27% (88) 23% (76) 9% (62) 22% (7) 8% (27) 324PID/Gender: DemWomen 9% (74) 2% (83) 25% (98) 26% (05) 9% (37) 398PID/Gender: Ind Men 24% (88) 27% (98) 20% (75) 6% (60) 2% (45) 366PID/Gender: Ind Women 2% (89) 9% (83) 24% (02) 25% (09) 2% (5) 434PID/Gender: Rep Men 25% (92) 27% (99) 8% (69) 23% (86) 7% (27) 374PID/Gender: Rep Women 4% (44) 22% (67) 20% (62) 34% (06) 0% (29) 308Ideo: Liberal (1-3) 25% (75) 2% (52) 23% (6) 22% (53) 0% (69) 70Ideo: Moderate (4) 20% (92) 24% (2) 22% (02) 27% (22) 7% (3) 459Ideo: Conservative (5-7) 8% (30) 24% (7) 22% (59) 27% (96) 9% (62) 78Educ: < College 24% (358) 23% (344) 20% (304) 23% (342) % (68) 56Educ: Bachelors degree 7% (76) 24% (06) 24% (08) 28% (26) 7% (30) 445Educ: Post-grad 7% (42) 23% (57) 23% (57) 29% (70) 8% (8) 245



345

Table AVE13_9


Demographic





Adults 22% (475) 23% (507) 2% (468) 24% (538) 0% (27) 2205Income: Under 50k 23% (36) 23% (36) 2% (283) 22% (297) 2% (59) 37Income: 50k-100k 20% (5) 22% (23) 23% (30) 28% (58) 7% (39) 565Income: 100k+ 6% (44) 25% (67) 2% (56) 3% (83) 7% (9) 269Ethnicity: White 9% (328) 24% (407) 2% (370) 26% (45) 0% (68) 726Ethnicity: Hispanic 27% (93) 29% (0) 9% (67) 6% (57) 9% (32) 350Ethnicity: Afr. Am. 33% (9) 8% (50) 23% (62) 6% (45) 0% (27) 275Ethnicity: Other 28% (56) 24% (49) 7% (36) 20% (4) % (22) 204Relig: Protestant 7% (8) 2% (99) 25% (6) 28% (34) 9% (40) 47Relig: Roman Catholic 6% (6) 24% (93) 24% (9) 28% (07) 7% (28) 380Relig: Ath./Agn./None 24% (62) 23% (52) 20% (32) 22% (49) 0% (69) 664Relig: Something Else 26% (99) 24% (90) 6% (63) 23% (87) % (43) 382Relig: Jewish 7% (9) 25% (4) 6% (8) 33% (8) 9% (5) 53Relig: All Christian 8% (24) 23% (265) 24% (274) 26% (30) 9% (05) 59Relig: All Non-Christian 25% (26) 23% (242) 9% (95) 23% (236) % (2) 046Community: Urban 24% (49) 24% (5) 2% (30) 20% (26) 0% (62) 68Community: Suburban 20% (85) 23% (22) 22% (205) 27% (25) 9% (85) 939Community: Rural 22% (4) 22% (44) 2% (33) 25% (6) % (69) 648Employ: Private Sector 24% (52) 26% (63) 2% (29) 23% (47) 6% (35) 626Employ: Government 22% (34) 24% (38) 28% (44) 6% (24) 0% (5) 56Employ: Self-Employed 28% (58) 29% (6) 8% (38) 9% (4) 6% (2) 209Employ: Homemaker 8% (28) 2% (3) 30% (46) 2% (32) 0% (6) 53Employ: Student 35% (39) 8% (20) 8% (20) 9% (2) 0% () 2Employ: Retired 3% (63) 20% (98) 8% (89) 38% (85) 0% (49) 483Employ: Unemployed 23% (52) 9% (43) 26% (59) 8% (42) 5% (33) 229Employ: Other 2% (49) 22% (52) 9% (45) 9% (46) 9% (45) 237Military HH: Yes 24% (99) 22% (89) 8% (74) 27% (09) 9% (35) 406Military HH: No 2% (376) 23% (48) 22% (394) 24% (428) 0% (82) 799RD/WT: Right Direction 2% (8) 25% (20) 8% (56) 25% (25) 0% (89) 85RD/WT: Wrong Track 22% (295) 22% (296) 23% (32) 24% (323) 9% (27) 354


346



Demographic





Adults 22% (475) 23% (507) 2% (468) 24% (538) 0% (27) 2205Trump Job Approve 2% (94) 24% (28) 9% (80) 26% (237) 0% (95) 924Trump Job Disapprove 22% (253) 23% (266) 23% (263) 23% (265) 8% (92) 40Trump Job Strongly Approve 2% (05) 25% (24) 7% (84) 27% (3) 9% (46) 490Trump Job Somewhat Approve 2% (89) 22% (94) 22% (96) 25% (07) % (48) 434Trump Job Somewhat Disapprove 20% (55) 27% (75) 26% (7) 8% (48) 9% (24) 272Trump Job Strongly Disapprove 23% (99) 22% (9) 22% (92) 25% (27) 8% (68) 868Favorable of Trump 2% (90) 24% (27) 20% (78) 27% (246) 9% (79) 9Unfavorable of Trump 22% (247) 23% (256) 24% (270) 23% (258) 9% (99) 30Very Favorable of Trump 23% (25) 24% (33) 8% (95) 27% (45) 8% (45) 543Somewhat Favorable of Trump 8% (66) 23% (85) 22% (83) 27% (0) 9% (34) 368Somewhat Unfavorable of Trump 2% (46) 26% (58) 22% (49) 9% (42) 3% (28) 223Very Unfavorable of Trump 22% (20) 22% (98) 24% (22) 24% (27) 8% (7) 907#1 Issue: Economy 24% (38) 25% (49) 23% (36) 20% (6) 8% (48) 588#1 Issue: Security 7% (75) 2% (92) 9% (83) 3% (32) % (47) 430#1 Issue: Health Care 26% (98) 23% (88) 20% (76) 22% (86) 9% (36) 385#1 Issue: Medicare / Social Security 5% (45) 25% (75) 20% (60) 30% (9) 9% (28) 299#1 Issue: Women’s Issues 22% (27) 25% (30) 26% (3) 9% (23) 9% () 22#1 Issue: Education 27% (4) 7% (26) 23% (35) 22% (33) % (7) 5#1 Issue: Energy 8% (8) 24% (24) 2% (2) 24% (25) 3% (3) 02#1 Issue: Other 26% (33) 7% (2) 20% (26) 25% (32) 3% (6) 292018 House Vote: Democrat 2% (62) 23% (78) 24% (87) 24% (84) 8% (59) 7702018 House Vote: Republican 20% (3) 24% (60) 20% (32) 27% (82) 0% (66) 6722018 House Vote: Someone else 9% (20) 22% (25) 22% (24) 26% (28) 2% (3) 02018 House Vote: Didnt Vote 25% (62) 22% (43) 9% (25) 22% (42) 2% (79) 6502016 Vote: Hillary Clinton 20% (32) 23% (50) 24% (60) 25% (66) 8% (55) 6632016 Vote: Donald Trump 7% (6) 24% (62) 20% (33) 29% (97) 9% (6) 6682016 Vote: Someone else 22% (43) 22% (44) 24% (46) 9% (38) 3% (25) 962016 Vote: Didnt Vote 27% (82) 22% (5) 9% (29) 20% (36) % (76) 675



347

Table AVE13_9


Demographic





Adults 22% (475) 23% (507) 2% (468) 24% (538) 0% (27) 2205Voted in 2014: Yes 20% (268) 24% (325) 22% (302) 26% (354) 8% (5) 364Voted in 2014: No 25% (207) 22% (82) 20% (67) 22% (83) 2% (02) 842012 Vote: Barack Obama 2% (68) 24% (200) 22% (82) 25% (202) 8% (65) 872012 Vote: Mitt Romney 5% (77) 23% (22) 22% (6) 3% (6) 9% (49) 5242012 Vote: Other 24% (25) 20% (2) 7% (8) 29% (30) 9% (0) 032012 Vote: Didn’t Vote 27% (206) 22% (64) 20% (5) 9% (44) 2% (93) 7584-Region: Northeast 8% (70) 20% (79) 26% (03) 28% (0) 8% (32) 3944-Region: Midwest 22% (0) 22% (00) 20% (95) 27% (24) 9% (43) 4634-Region: South 23% (87) 26% (2) 8% (48) 23% (90) % (89) 8264-Region: West 23% (8) 22% (7) 23% (22) 22% (3) 0% (52) 52Evangelical 22% (39) 2% (37) 23% (44) 24% (54) 0% (67) 640Non-Evangelical 22% (337) 24% (370) 2% (324) 25% (384) 0% (50) 565TV shows: Every day 25% (270) 24% (259) 2% (230) 23% (249) 8% (86) 095TV shows: Several times per week 22% (20) 25% (36) 2% (4) 24% (29) 7% (37) 536TV shows: About once per week 23% (3) 5% (20) 20% (26) 30% (4) 2% (6) 34TV shows: Several times per month 7% (9) 26% (30) 25% (28) 28% (32) 4% (4) 3TV shows: About once per month 2% (9) 5% () 27% (20) 2% (5) 24% (7) 7TV shows: Less often than once per month 2% (2) 26% (26) 24% (24) 25% (25) 3% (3) 00TV shows: Never 9% (4) 6% (26) 6% (25) 3% (48) 27% (42) 56Movies: Every day 38% (75) 25% (3) 5% (69) 5% (70) 6% (29) 455Movies: Several times per week 25% (4) 25% (4) 22% (23) 2% (6) 7% (37) 558Movies: About once per week 20% (74) 25% (90) 25% (90) 2% (76) 9% (33) 362Movies: Several times per month 5% (42) 23% (66) 28% (79) 24% (67) 0% (27) 28Movies: About once per month % (20) 24% (4) 2% (36) 33% (56) 2% (20) 72Movies: Less often than once per month 6% (3) 2% (44) 2% (44) 38% (79) 5% (3) 2Movies: Never 7% (2) 7% (2) 7% (29) 44% (73) 24% (40) 66


348



Demographic





Adults 22% (475) 23% (507) 2% (468) 24% (538) 0% (27) 2205Sports: Every day 30% (60) 22% (43) 20% (4) 22% (43) 6% (2) 98Sports: Several times per week 29% (94) 23% (76) 2% (7) 22% (7) 5% (7) 330Sports: About once per week 23% (62) 26% (70) 23% (62) 20% (56) 8% (22) 272Sports: Several times per month 26% (4) 23% (36) 8% (29) 24% (38) 9% (4) 58Sports: About once per month 6% (25) 27% (4) 25% (38) 20% (30) % (7) 5Sports: Less often than once per month 7% (65) 26% (99) 23% (88) 23% (88) 0% (39) 378Sports: Never 8% (28) 20% (42) 9% (40) 30% (22) 3% (95) 78Cable: I currently subscribe 23% (233) 23% (235) 2% (208) 25% (252) 8% (86) 05Cable: I subscribed in the past 8% (46) 26% (202) 24% (88) 23% (8) 0% (76) 793Cable: I have never subscribed 24% (96) 8% (70) 8% (72) 26% (04) 4% (55) 397Satellite television: I currently subscribe 24% (20) 2% (02) 9% (93) 25% (25) % (52) 492Satellite television: I subscribed in the past 2% (5) 25% (75) 22% (58) 23% (60) 9% (66) 70Satellite television: I have never subscribed 20% (204) 23% (230) 22% (27) 25% (253) 0% (99) 003Streaming service: I currently subscribe 24% (292) 27% (326) 2% (256) 2% (260) 8% (95) 229Streaming service: I subscribed in the past 24% (6) 22% (56) 25% (64) 20% (50) 9% (24) 255Streaming service: I have never subscribed 7% (23) 7% (25) 2% (48) 32% (227) 4% (97) 72Film: An avid fan 34% (260) 26% (200) 7% (3) 7% (30) 6% (48) 770Film: A casual fan 5% (77) 23% (268) 25% (290) 26% (30) % (25) 6Film: Not a fan 4% (38) 4% (38) 7% (47) 39% (06) 6% (44) 274Television: An avid fan 27% (285) 25% (256) 20% (204) 2% (25) 7% (77) 038Television: A casual fan 7% (7) 22% (225) 23% (23) 27% (274) 0% (05) 006Television: Not a fan 2% (9) 6% (25) 20% (33) 30% (49) 22% (35) 6Music: An avid fan 27% (38) 24% (287) 20% (237) 22% (257) 7% (82) 82Music: A casual fan 6% (43) 23% (209) 23% (206) 27% (246) 2% (08) 92Music: Not a fan 2% (4) 0% () 23% (25) 3% (34) 25% (27) Fashion: An avid fan 29% (98) 22% (73) 24% (79) 6% (55) 9% (29) 334Fashion: A casual fan 22% (99) 24% (25) 2% (88) 25% (220) 8% (75) 896Fashion: Not a fan 8% (78) 22% (29) 2% (20) 27% (263) 2% (3) 975



349

Table AVE13_9


Demographic





Adults 22% (475) 23% (507) 2% (468) 24% (538) 0% (27) 2205Sporting events: Every day 30% (60) 22% (43) 20% (4) 22% (43) 6% (2) 98Sporting events: Several times per week 29% (94) 23% (76) 2% (7) 22% (7) 5% (7) 330Sporting events: About once per week 23% (62) 26% (70) 23% (62) 20% (56) 8% (22) 272Sporting events: Several times per month 26% (4) 23% (36) 8% (29) 24% (38) 9% (4) 58Sporting events: About once per month 6% (25) 27% (4) 25% (38) 20% (30) % (7) 5Sporting events: Less often than once per month 7% (65) 26% (99) 23% (88) 23% (88) 0% (39) 378Sporting events: Never 8% (28) 20% (42) 9% (40) 30% (22) 3% (95) 78Cable television: I currently subscribe 23% (233) 23% (235) 2% (208) 25% (252) 8% (86) 05Cable television: I subscribed in the past 8% (46) 26% (202) 24% (88) 23% (8) 0% (76) 793Cable television: I have never subscribed 24% (96) 8% (70) 8% (72) 26% (04) 4% (55) 397Satellite television: I currently subscribe 24% (20) 2% (02) 9% (93) 25% (25) % (52) 492Satellite television: I subscribed in the past 2% (5) 25% (75) 22% (58) 23% (60) 9% (66) 70Satellite television: I have never subscribed 20% (204) 23% (230) 22% (27) 25% (253) 0% (99) 003Streaming service: I currently subscribe 24% (292) 27% (326) 2% (256) 2% (260) 8% (95) 229Streaming service: I subscribed in the past 24% (6) 22% (56) 25% (64) 20% (50) 9% (24) 255Streaming service: I have never subscribed 7% (23) 7% (25) 2% (48) 32% (227) 4% (97) 72Film: An avid fan 34% (260) 26% (200) 7% (3) 7% (30) 6% (48) 770Film: A casual fan 5% (77) 23% (268) 25% (290) 26% (30) % (25) 6Film: Not a fan 4% (38) 4% (38) 7% (47) 39% (06) 6% (44) 274Television: An avid fan 27% (285) 25% (256) 20% (204) 2% (25) 7% (77) 038Television: A casual fan 7% (7) 22% (225) 23% (23) 27% (274) 0% (05) 006Television: Not a fan 2% (9) 6% (25) 20% (33) 30% (49) 22% (35) 6Music: An avid fan 27% (38) 24% (287) 20% (237) 22% (257) 7% (82) 82Music: A casual fan 6% (43) 23% (209) 23% (206) 27% (246) 2% (08) 92Music: Not a fan 2% (4) 0% () 23% (25) 3% (34) 25% (27) Fashion: An avid fan 29% (98) 22% (73) 24% (79) 6% (55) 9% (29) 334Fashion: A casual fan 22% (99) 24% (25) 2% (88) 25% (220) 8% (75) 896Fashion: Not a fan 8% (78) 22% (29) 2% (20) 27% (263) 2% (3) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


350


Table AVE13_10: Would you watch a TV show with the following Marvel superheroes as the leading character?Nick Fury

Demographic





Adults 28% (60) 23% (500) 7% (385) 24% (532) 8% (79) 2205Gender: Male 32% (345) 23% (243) 7% (85) 20% (208) 8% (84) 064Gender: Female 23% (266) 23% (257) 8% (200) 28% (323) 8% (95) 4Age: 18-29 36% (7) 24% (2) 6% (75) 4% (64) 0% (49) 47Age: 30-44 38% (209) 25% (34) 4% (79) 6% (89) 6% (34) 544Age: 45-54 3% (20) 25% (97) 7% (65) 22% (86) 6% (24) 392Age: 55-64 5% (55) 26% (93) 9% (68) 3% () 9% (33) 360Age: 65+ 3% (55) 5% (64) 22% (98) 4% (8) 9% (39) 437Generation Z: 18-21 32% (53) 23% (38) 8% (30) 3% (22) 4% (22) 65Millennial: Age 22-37 40% (25) 24% (5) 5% (96) 4% (89) 8% (48) 635Generation X: Age 38-53 34% (90) 26% (46) 4% (79) 2% (9) 6% (33) 568Boomers: Age 54-72 4% (02) 2% (46) 22% (55) 33% (236) 9% (66) 706PID: Dem (no lean) 32% (23) 23% (68) 7% (20) 2% (53) 7% (50) 722PID: Ind (no lean) 28% (223) 23% (87) 6% (32) 22% (76) 0% (82) 800PID: Rep (no lean) 23% (57) 2% (45) 9% (32) 30% (202) 7% (46) 682PID/Gender: DemMen 40% (3) 9% (6) 7% (55) 6% (53) 7% (24) 324PID/Gender: DemWomen 25% (00) 27% (06) 6% (65) 25% (00) 7% (27) 398PID/Gender: Ind Men 30% (0) 27% (98) 4% (50) 8% (68) % (39) 366PID/Gender: Ind Women 26% (2) 20% (89) 9% (82) 25% (09) 0% (43) 434PID/Gender: Rep Men 28% (03) 22% (83) 2% (79) 23% (87) 6% (2) 374PID/Gender: Rep Women 7% (53) 20% (62) 7% (53) 37% (5) 8% (25) 308Ideo: Liberal (1-3) 33% (237) 22% (54) 6% (3) 2% (50) 8% (56) 70Ideo: Moderate (4) 25% (5) 25% (4) 2% (97) 24% (2) 5% (22) 459Ideo: Conservative (5-7) 2% (5) 23% (65) 9% (40) 29% (208) 7% (54) 78Educ: < College 29% (443) 23% (349) 6% (249) 22% (334) 9% (4) 56Educ: Bachelors degree 23% (0) 23% (00) 20% (90) 29% (29) 6% (25) 445Educ: Post-grad 27% (67) 2% (5) 9% (45) 28% (68) 6% (4) 245



351

Table AVE13_10


Demographic





Adults 28% (60) 23% (500) 7% (385) 24% (532) 8% (79) 2205Income: Under 50k 29% (39) 24% (329) 7% (232) 2% (294) 9% (25) 37Income: 50k-100k 27% (53) 20% () 9% (06) 28% (56) 7% (38) 565Income: 100k+ 25% (67) 22% (59) 7% (46) 30% (8) 6% (6) 269Ethnicity: White 24% (47) 22% (38) 8% (30) 27% (473) 8% (44) 726Ethnicity: Hispanic 33% (7) 30% (04) 6% (57) 4% (48) 7% (24) 350Ethnicity: Afr. Am. 48% (3) 9% (52) 5% (4) % (3) 7% (9) 275Ethnicity: Other 30% (62) 32% (66) 7% (34) 3% (27) 8% (5) 204Relig: Protestant 2% (00) 23% (08) 20% (94) 30% (42) 6% (27) 47Relig: Roman Catholic 23% (87) 2% (80) 9% (73) 30% (5) 6% (24) 380Relig: Ath./Agn./None 30% (96) 23% (54) 5% (02) 22% (46) 0% (67) 664Relig: Something Else 33% (25) 22% (86) 5% (55) 22% (84) 8% (32) 382Relig: Jewish 29% (6) 8% (4) 25% (4) 30% (6) 8% (4) 53Relig: All Christian 25% (290) 22% (260) 20% (227) 26% (302) 7% (80) 59Relig: All Non-Christian 3% (32) 23% (240) 5% (57) 22% (230) 9% (99) 046Community: Urban 3% (90) 25% (55) 7% (02) 9% (5) 9% (56) 68Community: Suburban 27% (252) 22% (204) 7% (59) 27% (254) 7% (70) 939Community: Rural 26% (68) 22% (40) 9% (24) 25% (63) 8% (52) 648Employ: Private Sector 3% (96) 27% (70) 6% (99) 2% (33) 5% (28) 626Employ: Government 3% (48) 2% (32) 7% (27) 24% (37) 8% (2) 56Employ: Self-Employed 28% (59) 32% (67) 6% (34) 8% (38) 5% (0) 209Employ: Homemaker 22% (34) 25% (39) 2% (32) 24% (36) 8% (2) 53Employ: Student 42% (47) 9% (2) 8% (20) 4% (6) 8% (9) 2Employ: Retired 5% (74) 6% (75) 2% (00) 39% (90) 9% (44) 483Employ: Unemployed 29% (67) 27% (62) 8% (4) 7% (38) 9% (20) 229Employ: Other 36% (85) 4% (34) 3% (32) 8% (44) 8% (43) 237Military HH: Yes 27% (09) 23% (93) 5% (62) 29% (6) 7% (27) 406Military HH: No 28% (502) 23% (407) 8% (322) 23% (46) 8% (52) 799RD/WT: Right Direction 23% (95) 23% (94) 9% (59) 26% (225) 9% (78) 85RD/WT: Wrong Track 3% (45) 23% (306) 7% (225) 23% (306) 7% (0) 354


352



Demographic





Adults 28% (60) 23% (500) 7% (385) 24% (532) 8% (79) 2205Trump Job Approve 24% (28) 23% (23) 8% (66) 26% (243) 9% (83) 924Trump Job Disapprove 3% (355) 23% (260) 8% (202) 22% (255) 6% (68) 40Trump Job Strongly Approve 23% (2) 9% (95) 8% (9) 30% (46) 9% (46) 490Trump Job Somewhat Approve 24% (06) 27% (8) 7% (76) 22% (97) 9% (37) 434Trump Job Somewhat Disapprove 30% (83) 25% (68) 20% (55) 7% (47) 7% (9) 272Trump Job Strongly Disapprove 3% (272) 22% (92) 7% (47) 24% (207) 6% (49) 868Favorable of Trump 24% (26) 22% (203) 8% (68) 28% (257) 7% (68) 9Unfavorable of Trump 3% (352) 23% (262) 8% (20) 2% (238) 7% (78) 30Very Favorable of Trump 24% (29) 20% (08) 9% (06) 30% (6) 7% (40) 543Somewhat Favorable of Trump 23% (86) 26% (96) 7% (62) 26% (96) 8% (28) 368Somewhat Unfavorable of Trump 29% (65) 22% (50) 2% (47) 7% (38) 0% (23) 223Very Unfavorable of Trump 32% (286) 23% (22) 7% (54) 22% (200) 6% (55) 907#1 Issue: Economy 33% (9) 27% (57) 8% (03) 7% (02) 6% (34) 588#1 Issue: Security 20% (86) 8% (78) 2% (89) 3% (35) 0% (42) 430#1 Issue: Health Care 32% (23) 22% (83) 6% (63) 24% (93) 6% (23) 385#1 Issue: Medicare / Social Security 7% (52) 24% (7) 9% (56) 3% (94) 9% (26) 299#1 Issue: Women’s Issues 28% (35) 23% (28) 23% (28) 9% (23) 7% (8) 22#1 Issue: Education 33% (49) 23% (35) 2% (8) 20% (30) 2% (8) 5#1 Issue: Energy 26% (27) 24% (25) 3% (3) 23% (23) 3% (3) 02#1 Issue: Other 36% (47) 9% (24) % (4) 24% (3) 0% (3) 292018 House Vote: Democrat 3% (240) 2% (62) 8% (40) 23% (80) 6% (48) 7702018 House Vote: Republican 20% (36) 22% (47) 20% (36) 29% (95) 9% (59) 6722018 House Vote: Someone else 30% (33) 2% (23) 4% (5) 24% (27) % (2) 02018 House Vote: Didnt Vote 3% (20) 26% (67) 4% (93) 20% (29) 9% (6) 6502016 Vote: Hillary Clinton 3% (204) 2% (39) 8% (8) 24% (59) 7% (44) 6632016 Vote: Donald Trump 8% (24) 23% (52) 9% (28) 32% (22) 8% (53) 6682016 Vote: Someone else 29% (57) 9% (37) 20% (39) 2% (4) % (23) 962016 Vote: Didnt Vote 33% (224) 26% (72) 5% (00) 8% (9) 9% (59) 675



353

Table AVE13_10


Demographic





Adults 28% (60) 23% (500) 7% (385) 24% (532) 8% (79) 2205Voted in 2014: Yes 25% (343) 22% (297) 9% (263) 27% (363) 7% (99) 364Voted in 2014: No 32% (268) 24% (203) 4% (2) 20% (69) 0% (80) 842012 Vote: Barack Obama 3% (256) 23% (89) 7% (38) 22% (82) 6% (52) 872012 Vote: Mitt Romney 5% (77) 20% (04) 22% (6) 34% (76) 0% (50) 5242012 Vote: Other 9% (20) 29% (30) 6% (7) 28% (29) 7% (8) 032012 Vote: Didn’t Vote 34% (257) 23% (76) 5% (2) 9% (44) 9% (68) 7584-Region: Northeast 26% (0) 8% (7) 9% (77) 28% () 9% (34) 3944-Region: Midwest 28% (3) 20% (9) 6% (74) 28% (29) 8% (38) 4634-Region: South 30% (246) 23% (93) 5% (26) 23% (87) 9% (73) 8264-Region: West 25% (32) 28% (44) 2% (07) 20% (04) 6% (33) 52Evangelical 28% (77) 23% (49) 9% (23) 22% (42) 8% (48) 640Non-Evangelical 28% (433) 22% (350) 7% (262) 25% (390) 8% (3) 565TV shows: Every day 33% (36) 23% (257) 6% (80) 22% (238) 5% (59) 095TV shows: Several times per week 27% (46) 22% (8) 20% (09) 24% (28) 6% (34) 536TV shows: About once per week 24% (32) 24% (32) 4% (8) 29% (39) 9% (3) 34TV shows: Several times per month 26% (30) 23% (26) 8% (2) 25% (29) 7% (8) 3TV shows: About once per month 9% (7) 20% (4) 25% (7) 28% (20) 9% (3) 7TV shows: Less often than once per month 6% (6) 28% (28) 20% (2) 27% (27) 9% (9) 00TV shows: Never 2% (9) 6% (25) 2% (8) 32% (5) 28% (43) 56Movies: Every day 48% (28) 23% (04) 3% (57) 2% (53) 5% (24) 455Movies: Several times per week 3% (75) 26% (46) 7% (95) 20% (4) 5% (27) 558Movies: About once per week 24% (89) 25% (92) 22% (8) 2% (74) 7% (27) 362Movies: Several times per month 22% (62) 26% (73) 8% (49) 25% (70) 9% (26) 28Movies: About once per month 8% (30) 6% (28) 24% (4) 33% (57) 0% (7) 72Movies: Less often than once per month 0% (22) 2% (44) 8% (39) 42% (90) 8% (6) 2Movies: Never 9% (5) 8% (3) 4% (23) 44% (74) 26% (42) 66


354



Demographic





Adults 28% (60) 23% (500) 7% (385) 24% (532) 8% (79) 2205Sports: Every day 4% (8) 8% (35) 7% (34) 20% (39) 5% (0) 98Sports: Several times per week 32% (05) 23% (76) 8% (60) 23% (75) 4% (4) 330Sports: About once per week 24% (66) 32% (86) 8% (49) 20% (54) 6% (7) 272Sports: Several times per month 26% (4) 22% (34) 22% (34) 20% (32) 0% (6) 58Sports: About once per month 24% (37) 29% (44) 2% (32) 9% (28) 7% (0) 5Sports: Less often than once per month 29% (08) 22% (83) 7% (64) 26% (99) 6% (23) 378Sports: Never 24% (73) 20% (4) 6% (2) 28% (205) 2% (87) 78Cable: I currently subscribe 26% (267) 23% (237) 8% (79) 25% (258) 7% (73) 05Cable: I subscribed in the past 29% (226) 23% (84) 8% (43) 22% (75) 8% (65) 793Cable: I have never subscribed 29% (7) 20% (78) 6% (63) 25% (98) 0% (4) 397Satellite television: I currently subscribe 29% (43) 20% (00) 6% (78) 26% (26) 9% (46) 492Satellite television: I subscribed in the past 26% (82) 27% (93) 9% (35) 2% (50) 7% (50) 70Satellite television: I have never subscribed 28% (285) 2% (207) 7% (72) 25% (255) 8% (83) 003Streaming service: I currently subscribe 32% (394) 25% (305) 7% (204) 20% (245) 7% (8) 229Streaming service: I subscribed in the past 3% (79) 2% (55) 8% (47) 22% (56) 7% (9) 255Streaming service: I have never subscribed 9% (38) 9% (40) 9% (33) 32% (23) % (79) 72Film: An avid fan 42% (325) 24% (86) 4% (0) 4% (09) 5% (39) 770Film: A casual fan 2% (247) 24% (279) 9% (225) 27% (30) 9% (02) 6Film: Not a fan 4% (39) 3% (35) 8% (50) 4% (2) 4% (38) 274Television: An avid fan 34% (354) 23% (234) 7% (74) 2% (220) 5% (55) 038Television: A casual fan 22% (224) 24% (246) 8% (82) 26% (262) 9% (92) 006Television: Not a fan 20% (32) 2% (9) 8% (29) 3% (49) 20% (3) 6Music: An avid fan 33% (396) 24% (288) 6% (9) 2% (244) 5% (64) 82Music: A casual fan 2% (96) 22% (203) 9% (7) 28% (253) 0% (89) 92Music: Not a fan 7% (9) 8% (9) 20% (22) 3% (35) 24% (26) Fashion: An avid fan 39% (29) 25% (84) 4% (47) 6% (53) 7% (22) 334Fashion: A casual fan 26% (23) 26% (232) 8% (60) 24% (26) 6% (58) 896Fashion: Not a fan 26% (25) 9% (84) 8% (78) 27% (263) 0% (99) 975



355

Table AVE13_10


Demographic





Adults 28% (60) 23% (500) 7% (385) 24% (532) 8% (79) 2205Sporting events: Every day 4% (8) 8% (35) 7% (34) 20% (39) 5% (0) 98Sporting events: Several times per week 32% (05) 23% (76) 8% (60) 23% (75) 4% (4) 330Sporting events: About once per week 24% (66) 32% (86) 8% (49) 20% (54) 6% (7) 272Sporting events: Several times per month 26% (4) 22% (34) 22% (34) 20% (32) 0% (6) 58Sporting events: About once per month 24% (37) 29% (44) 2% (32) 9% (28) 7% (0) 5Sporting events: Less often than once per month 29% (08) 22% (83) 7% (64) 26% (99) 6% (23) 378Sporting events: Never 24% (73) 20% (4) 6% (2) 28% (205) 2% (87) 78Cable television: I currently subscribe 26% (267) 23% (237) 8% (79) 25% (258) 7% (73) 05Cable television: I subscribed in the past 29% (226) 23% (84) 8% (43) 22% (75) 8% (65) 793Cable television: I have never subscribed 29% (7) 20% (78) 6% (63) 25% (98) 0% (4) 397Satellite television: I currently subscribe 29% (43) 20% (00) 6% (78) 26% (26) 9% (46) 492Satellite television: I subscribed in the past 26% (82) 27% (93) 9% (35) 2% (50) 7% (50) 70Satellite television: I have never subscribed 28% (285) 2% (207) 7% (72) 25% (255) 8% (83) 003Streaming service: I currently subscribe 32% (394) 25% (305) 7% (204) 20% (245) 7% (8) 229Streaming service: I subscribed in the past 3% (79) 2% (55) 8% (47) 22% (56) 7% (9) 255Streaming service: I have never subscribed 9% (38) 9% (40) 9% (33) 32% (23) % (79) 72Film: An avid fan 42% (325) 24% (86) 4% (0) 4% (09) 5% (39) 770Film: A casual fan 2% (247) 24% (279) 9% (225) 27% (30) 9% (02) 6Film: Not a fan 4% (39) 3% (35) 8% (50) 4% (2) 4% (38) 274Television: An avid fan 34% (354) 23% (234) 7% (74) 2% (220) 5% (55) 038Television: A casual fan 22% (224) 24% (246) 8% (82) 26% (262) 9% (92) 006Television: Not a fan 20% (32) 2% (9) 8% (29) 3% (49) 20% (3) 6Music: An avid fan 33% (396) 24% (288) 6% (9) 2% (244) 5% (64) 82Music: A casual fan 2% (96) 22% (203) 9% (7) 28% (253) 0% (89) 92Music: Not a fan 7% (9) 8% (9) 20% (22) 3% (35) 24% (26) Fashion: An avid fan 39% (29) 25% (84) 4% (47) 6% (53) 7% (22) 334Fashion: A casual fan 26% (23) 26% (232) 8% (60) 24% (26) 6% (58) 896Fashion: Not a fan 26% (25) 9% (84) 8% (78) 27% (263) 0% (99) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


356


Table AVE13_11: Would you watch a TV show with the following Marvel superheroes as the leading character?Ronan the Accuser

Demographic





Adults 5% (323) 7% (38) 27% (596) 30% (666) % (239) 2205Gender: Male 20% (22) 20% (27) 26% (276) 24% (258) 9% (0) 064Gender: Female 0% () 4% (64) 28% (320) 36% (407) 2% (38) 4Age: 18-29 25% (20) 7% (78) 26% (22) 2% (99) % (52) 47Age: 30-44 20% () 20% (07) 28% (53) 2% (2) % (60) 544Age: 45-54 2% (47) 23% (92) 27% (05) 27% (07) 0% (4) 392Age: 55-64 6% (23) 6% (57) 27% (99) 37% (34) 3% (48) 360Age: 65+ 5% (23) % (46) 27% (7) 49% (24) 9% (38) 437Generation Z: 18-21 23% (38) 9% (32) 24% (40) 2% (35) 3% (2) 65Millennial: Age 22-37 25% (57) 8% (5) 26% (66) 9% (23) 2% (74) 635Generation X: Age 38-53 4% (78) 2% (2) 28% (62) 27% (54) 9% (54) 568Boomers: Age 54-72 6% (43) 5% (04) 28% (200) 39% (278) 2% (82) 706PID: Dem (no lean) 7% (20) 7% (2) 28% (99) 30% (25) 9% (67) 722PID: Ind (no lean) 5% (6) 8% (48) 28% (225) 26% (207) 3% (04) 800PID: Rep (no lean) 3% (87) 6% (3) 25% (72) 36% (243) 0% (68) 682PID/Gender: DemMen 25% (80) 8% (59) 27% (86) 22% (70) 9% (29) 324PID/Gender: DemWomen 0% (40) 5% (62) 28% (2) 37% (45) 0% (39) 398PID/Gender: Ind Men 20% (72) 23% (85) 23% (83) 22% (80) 2% (45) 366PID/Gender: Ind Women 0% (44) 4% (63) 33% (42) 29% (27) 3% (58) 434PID/Gender: Rep Men 6% (60) 9% (73) 28% (06) 29% (08) 7% (27) 374PID/Gender: Rep Women 9% (27) 3% (40) 2% (66) 44% (35) 3% (4) 308Ideo: Liberal (1-3) 8% (3) 20% (44) 24% (7) 27% (92) 0% (72) 70Ideo: Moderate (4) 4% (64) 7% (79) 30% (38) 3% (4) 8% (37) 459Ideo: Conservative (5-7) % (78) 4% (97) 29% (2) 36% (255) % (76) 78Educ: < College 7% (25) 8% (27) 26% (396) 27% (405) 3% (93) 56Educ: Bachelors degree 0% (45) 5% (69) 3% (36) 37% (66) 6% (28) 445Educ: Post-grad % (27) 7% (4) 26% (64) 39% (95) 7% (8) 245



357

Table AVE13_11


Demographic





Adults 5% (323) 7% (38) 27% (596) 30% (666) % (239) 2205Income: Under 50k 6% (27) 9% (255) 27% (366) 26% (363) 2% (70) 37Income: 50k-100k 3% (76) 6% (9) 28% (56) 34% (92) 9% (5) 565Income: 100k+ % (30) 3% (35) 27% (74) 4% () 7% (9) 269Ethnicity: White 2% (99) 7% (296) 27% (466) 33% (575) % (90) 726Ethnicity: Hispanic 22% (76) 23% (82) 30% (07) 4% (50) 0% (36) 350Ethnicity: Afr. Am. 29% (8) 5% (4) 26% (72) 9% (52) 0% (29) 275Ethnicity: Other 2% (44) 2% (43) 28% (58) 9% (39) 0% (20) 204Relig: Protestant 0% (45) 6% (77) 29% (35) 37% (73) 8% (40) 47Relig: Roman Catholic % (40) 7% (64) 26% (00) 39% (49) 7% (27) 380Relig: Ath./Agn./None 20% (32) 7% (2) 26% (73) 25% (63) 3% (84) 664Relig: Something Else 5% (59) 22% (85) 22% (83) 29% () 2% (44) 382Relig: Jewish 0% (5) 2% () 8% (0) 42% (23) 9% (5) 53Relig: All Christian % (32) 6% (84) 29% (340) 34% (392) 9% (0) 59Relig: All Non-Christian 8% (9) 9% (97) 24% (256) 26% (273) 2% (29) 046Community: Urban 7% (08) 22% (37) 24% (46) 25% (52) 2% (76) 68Community: Suburban 3% (20) 6% (55) 27% (253) 34% (38) 0% (93) 939Community: Rural 5% (95) 4% (90) 30% (97) 30% (95) % (70) 648Employ: Private Sector 8% (3) 22% (36) 26% (65) 25% (57) 9% (56) 626Employ: Government 4% (22) % (7) 38% (59) 28% (44) 9% (4) 56Employ: Self-Employed 9% (39) 2% (44) 26% (54) 28% (59) 7% (4) 209Employ: Homemaker % (8) 4% (22) 3% (47) 28% (44) 5% (23) 53Employ: Student 7% (9) 20% (22) 3% (35) 24% (27) 8% (9) 2Employ: Retired 7% (33) 2% (57) 25% (23) 46% (220) 0% (50) 483Employ: Unemployed 7% (40) 20% (45) 24% (55) 26% (59) 3% (29) 229Employ: Other 7% (40) 6% (39) 25% (58) 24% (57) 8% (43) 237Military HH: Yes 7% (67) 7% (68) 26% (07) 32% (30) 9% (35) 406Military HH: No 4% (256) 7% (33) 27% (489) 30% (536) % (204) 799RD/WT: Right Direction 6% (37) 6% (33) 25% (27) 3% (260) 2% (05) 85RD/WT: Wrong Track 4% (87) 8% (248) 28% (379) 30% (406) 0% (34) 354


358



Demographic





Adults 5% (323) 7% (38) 27% (596) 30% (666) % (239) 2205Trump Job Approve 4% (3) 6% (44) 26% (237) 32% (299) 2% (3) 924Trump Job Disapprove 5% (75) 9% (23) 29% (325) 29% (333) 8% (94) 40Trump Job Strongly Approve 4% (68) 7% (8) 23% (3) 34% (65) 3% (63) 490Trump Job Somewhat Approve 4% (63) 5% (63) 29% (24) 3% (34) 2% (50) 434Trump Job Somewhat Disapprove 4% (39) 23% (62) 3% (85) 9% (52) 2% (34) 272Trump Job Strongly Disapprove 6% (36) 7% (5) 28% (240) 32% (28) 7% (60) 868Favorable of Trump 4% (29) 6% (42) 26% (24) 33% (30) % (98) 9Unfavorable of Trump 5% (68) 8% (208) 28% (39) 29% (328) 9% (07) 30Very Favorable of Trump 5% (83) 6% (89) 23% (26) 35% (88) % (58) 543Somewhat Favorable of Trump 3% (46) 4% (53) 3% (5) 3% (3) % (40) 368Somewhat Unfavorable of Trump % (24) 2% (48) 3% (68) 23% (5) 4% (32) 223Very Unfavorable of Trump 6% (44) 8% (60) 28% (25) 3% (277) 8% (75) 907#1 Issue: Economy 8% (07) 20% (9) 28% (63) 24% (39) 0% (59) 588#1 Issue: Security % (48) 3% (57) 26% (3) 37% (60) 2% (53) 430#1 Issue: Health Care 6% (63) 8% (7) 26% (0) 29% (0) % (4) 385#1 Issue: Medicare / Social Security 6% (8) 20% (58) 28% (84) 37% (2) 9% (28) 299#1 Issue: Women’s Issues 2% (5) 3% (6) 33% (4) 34% (42) 7% (9) 22#1 Issue: Education 20% (30) 6% (25) 27% (4) 23% (35) 3% (20) 5#1 Issue: Energy 7% (7) 4% (4) 25% (26) 32% (32) 2% (2) 02#1 Issue: Other 20% (25) 7% (22) 22% (28) 28% (36) 4% (8) 292018 House Vote: Democrat 6% (2) 7% (3) 28% (23) 3% (24) 8% (63) 7702018 House Vote: Republican 2% (82) 4% (94) 27% (82) 35% (236) 2% (78) 6722018 House Vote: Someone else % (3) 2% (23) 23% (25) 30% (34) 5% (6) 02018 House Vote: Didnt Vote 7% (08) 20% (33) 27% (74) 24% (54) 3% (82) 6502016 Vote: Hillary Clinton 5% (00) 6% (07) 29% (92) 32% (2) 8% (53) 6632016 Vote: Donald Trump % (7) 6% (04) 26% (73) 37% (247) % (74) 6682016 Vote: Someone else 2% (24) 7% (34) 32% (62) 25% (50) 4% (27) 962016 Vote: Didnt Vote 9% (27) 20% (36) 25% (69) 23% (57) 3% (85) 675



359

Table AVE13_11


Demographic





Adults 5% (323) 7% (38) 27% (596) 30% (666) % (239) 2205Voted in 2014: Yes 2% (69) 7% (230) 28% (383) 33% (447) 0% (36) 364Voted in 2014: No 8% (55) 8% (5) 25% (23) 26% (29) 2% (03) 842012 Vote: Barack Obama 5% (22) 8% (47) 29% (233) 29% (240) 9% (75) 872012 Vote: Mitt Romney 7% (36) 4% (76) 27% (43) 39% (205) 2% (63) 5242012 Vote: Other % (2) 7% (8) 25% (26) 33% (34) 3% (4) 032012 Vote: Didn’t Vote 20% (53) 9% (40) 25% (93) 25% (86) % (86) 7584-Region: Northeast 3% (5) 7% (66) 26% (04) 36% (40) 8% (33) 3944-Region: Midwest 5% (67) 6% (74) 25% (8) 34% (57) 0% (48) 4634-Region: South 5% (23) 8% (50) 25% (205) 29% (242) 3% (05) 8264-Region: West 6% (82) 7% (9) 32% (69) 24% (26) 0% (53) 52Evangelical 3% (80) 5% (98) 3% (96) 30% (93) % (7) 640Non-Evangelical 6% (243) 8% (283) 26% (399) 30% (473) % (67) 565TV shows: Every day 7% (83) 20% (25) 27% (292) 28% (306) 9% (98) 095TV shows: Several times per week 4% (75) 6% (85) 29% (57) 32% (73) 8% (46) 536TV shows: About once per week 5% (20) 7% (23) 2% (29) 38% (5) 8% () 34TV shows: Several times per month 3% (5) 8% (2) 30% (34) 30% (34) 8% (9) 3TV shows: About once per month 7% (5) 3% (0) 27% (9) 3% (22) 2% (5) 7TV shows: Less often than once per month 8% (8) 5% (5) 3% (3) 32% (32) 4% (4) 00TV shows: Never 0% (6) 9% (4) 2% (33) 30% (47) 29% (46) 56Movies: Every day 30% (37) 9% (87) 23% (03) 20% (89) 9% (39) 455Movies: Several times per week 6% (90) 23% (29) 29% (6) 24% (36) 8% (43) 558Movies: About once per week 9% (34) 5% (56) 33% (8) 3% (3) % (4) 362Movies: Several times per month % (30) 6% (46) 3% (87) 33% (92) 9% (26) 28Movies: About once per month 8% (3) 3% (23) 28% (48) 40% (69) 2% (20) 72Movies: Less often than once per month 5% (0) 3% (28) 24% (50) 46% (98) 2% (26) 2Movies: Never 6% (0) 8% (4) 8% (29) 42% (69) 27% (44) 66


360



Demographic





Adults 5% (323) 7% (38) 27% (596) 30% (666) % (239) 2205Sports: Every day 33% (65) 5% (3) 22% (44) 23% (45) 7% (4) 98Sports: Several times per week 2% (70) 24% (78) 24% (79) 26% (87) 5% (5) 330Sports: About once per week 0% (28) 6% (44) 33% (89) 3% (86) 9% (25) 272Sports: Several times per month 6% (25) 5% (23) 30% (47) 26% (4) 4% (2) 58Sports: About once per month 6% (9) 5% (22) 37% (55) 30% (45) 3% (9) 5Sports: Less often than once per month 0% (39) 22% (82) 26% (99) 32% (20) 0% (38) 378Sports: Never 2% (88) 4% (02) 25% (82) 34% (242) 5% (06) 78Cable: I currently subscribe 5% (56) 7% (68) 27% (279) 30% (305) % (07) 05Cable: I subscribed in the past 2% (96) 9% (52) 29% (230) 30% (237) 0% (78) 793Cable: I have never subscribed 8% (7) 5% (6) 22% (87) 3% (24) 4% (54) 397Satellite television: I currently subscribe 8% (90) 5% (73) 24% (6) 3% (53) 2% (60) 492Satellite television: I subscribed in the past 4% (98) 8% (30) 28% (20) 28% (200) % (8) 70Satellite television: I have never subscribed 3% (35) 8% (78) 28% (279) 3% (33) 0% (97) 003Streaming service: I currently subscribe 5% (82) 20% (240) 29% (357) 27% (326) 0% (24) 229Streaming service: I subscribed in the past 23% (58) 9% (48) 26% (67) 22% (55) % (27) 255Streaming service: I have never subscribed 2% (84) 3% (93) 24% (72) 39% (284) 2% (87) 72Film: An avid fan 23% (76) 23% (76) 28% (25) 9% (47) 7% (57) 770Film: A casual fan % (29) 6% (82) 28% (324) 33% (388) 2% (38) 6Film: Not a fan 7% (8) 8% (23) 2% (57) 48% (3) 6% (44) 274Television: An avid fan 8% (92) 20% (203) 27% (279) 26% (275) 9% (89) 038Television: A casual fan % (3) 6% (56) 28% (283) 34% (343) % (0) 006Television: Not a fan % (8) 4% (22) 2% (34) 30% (48) 24% (39) 6Music: An avid fan 9% (227) 7% (205) 29% (338) 27% (35) 8% (97) 82Music: A casual fan 0% (88) 7% (59) 26% (239) 34% (33) 2% (3) 92Music: Not a fan 8% (9) 6% (8) 6% (8) 34% (37) 26% (29) Fashion: An avid fan 26% (87) 5% (49) 28% (93) 23% (77) 8% (28) 334Fashion: A casual fan 4% (29) 8% (6) 27% (243) 30% (267) % (98) 896Fashion: Not a fan % (08) 8% (7) 27% (260) 33% (323) 2% (3) 975



361

Table AVE13_11


Demographic





Adults 5% (323) 7% (38) 27% (596) 30% (666) % (239) 2205Sporting events: Every day 33% (65) 5% (3) 22% (44) 23% (45) 7% (4) 98Sporting events: Several times per week 2% (70) 24% (78) 24% (79) 26% (87) 5% (5) 330Sporting events: About once per week 0% (28) 6% (44) 33% (89) 3% (86) 9% (25) 272Sporting events: Several times per month 6% (25) 5% (23) 30% (47) 26% (4) 4% (2) 58Sporting events: About once per month 6% (9) 5% (22) 37% (55) 30% (45) 3% (9) 5Sporting events: Less often than once per month 0% (39) 22% (82) 26% (99) 32% (20) 0% (38) 378Sporting events: Never 2% (88) 4% (02) 25% (82) 34% (242) 5% (06) 78Cable television: I currently subscribe 5% (56) 7% (68) 27% (279) 30% (305) % (07) 05Cable television: I subscribed in the past 2% (96) 9% (52) 29% (230) 30% (237) 0% (78) 793Cable television: I have never subscribed 8% (7) 5% (6) 22% (87) 3% (24) 4% (54) 397Satellite television: I currently subscribe 8% (90) 5% (73) 24% (6) 3% (53) 2% (60) 492Satellite television: I subscribed in the past 4% (98) 8% (30) 28% (20) 28% (200) % (8) 70Satellite television: I have never subscribed 3% (35) 8% (78) 28% (279) 3% (33) 0% (97) 003Streaming service: I currently subscribe 5% (82) 20% (240) 29% (357) 27% (326) 0% (24) 229Streaming service: I subscribed in the past 23% (58) 9% (48) 26% (67) 22% (55) % (27) 255Streaming service: I have never subscribed 2% (84) 3% (93) 24% (72) 39% (284) 2% (87) 72Film: An avid fan 23% (76) 23% (76) 28% (25) 9% (47) 7% (57) 770Film: A casual fan % (29) 6% (82) 28% (324) 33% (388) 2% (38) 6Film: Not a fan 7% (8) 8% (23) 2% (57) 48% (3) 6% (44) 274Television: An avid fan 8% (92) 20% (203) 27% (279) 26% (275) 9% (89) 038Television: A casual fan % (3) 6% (56) 28% (283) 34% (343) % (0) 006Television: Not a fan % (8) 4% (22) 2% (34) 30% (48) 24% (39) 6Music: An avid fan 9% (227) 7% (205) 29% (338) 27% (35) 8% (97) 82Music: A casual fan 0% (88) 7% (59) 26% (239) 34% (33) 2% (3) 92Music: Not a fan 8% (9) 6% (8) 6% (8) 34% (37) 26% (29) Fashion: An avid fan 26% (87) 5% (49) 28% (93) 23% (77) 8% (28) 334Fashion: A casual fan 4% (29) 8% (6) 27% (243) 30% (267) % (98) 896Fashion: Not a fan % (08) 8% (7) 27% (260) 33% (323) 2% (3) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


362


Table AVE13_12: Would you watch a TV show with the following Marvel superheroes as the leading character?Thanos

Demographic





Adults 25% (549) 8% (39) 2% (457) 27% (605) 9% (203) 2205Gender: Male 33% (355) 9% (20) 9% (200) 2% (225) 8% (83) 064Gender: Female 7% (94) 7% (90) 22% (256) 33% (380) 0% (9) 4Age: 18-29 45% (24) 3% (63) 5% (72) 6% (75) 0% (46) 47Age: 30-44 34% (87) 20% () 20% (07) 7% (95) 8% (45) 544Age: 45-54 2% (8) 24% (93) 22% (85) 24% (95) 0% (38) 392Age: 55-64 0% (37) 9% (70) 24% (86) 36% (30) 0% (37) 360Age: 65+ 7% (30) 3% (55) 24% (06) 48% (209) 8% (37) 437Generation Z: 18-21 50% (83) 2% (20) 3% (22) 4% (23) 0% (6) 65Millennial: Age 22-37 40% (254) 7% (08) 7% (08) 7% (05) 9% (60) 635Generation X: Age 38-53 25% (40) 23% (3) 2% (2) 23% (28) 8% (48) 568Boomers: Age 54-72 9% (66) 7% (9) 26% (80) 39% (273) 0% (69) 706PID: Dem (no lean) 27% (95) 6% (7) 24% (73) 25% (83) 8% (55) 722PID: Ind (no lean) 24% (93) 20% (59) 20% (58) 25% (97) 2% (93) 800PID: Rep (no lean) 24% (60) 7% (6) 8% (26) 33% (225) 8% (55) 682PID/Gender: DemMen 37% (2) 7% (54) 2% (67) 9% (60) 6% (2) 324PID/Gender: DemWomen 9% (74) 6% (62) 27% (06) 3% (22) 9% (34) 398PID/Gender: Ind Men 32% (8) 22% (80) 7% (60) 9% (7) 0% (37) 366PID/Gender: Ind Women 7% (75) 8% (80) 22% (98) 29% (26) 3% (56) 434PID/Gender: Rep Men 3% (5) 8% (67) 9% (73) 25% (93) 7% (26) 374PID/Gender: Rep Women 5% (45) 6% (49) 7% (53) 43% (32) 0% (29) 308Ideo: Liberal (1-3) 3% (29) 7% (23) 22% (53) 23% (6) 8% (54) 70Ideo: Moderate (4) 2% (98) 22% (99) 22% (03) 27% (26) 7% (33) 459Ideo: Conservative (5-7) 8% (32) 7% (2) 22% (56) 34% (242) 9% (66) 78Educ: < College 27% (43) 8% (269) 20% (30) 25% (376) 0% (56) 56Educ: Bachelors degree 8% (82) 9% (85) 24% (07) 32% (40) 7% (30) 445Educ: Post-grad 22% (54) 5% (37) 20% (49) 36% (88) 7% (6) 245



363

Table AVE13_12


Demographic





Adults 25% (549) 8% (39) 2% (457) 27% (605) 9% (203) 2205Income: Under 50k 26% (356) 8% (25) 20% (28) 24% (335) % (47) 37Income: 50k-100k 23% (32) 7% (96) 22% (23) 30% (7) 7% (42) 565Income: 100k+ 23% (6) 6% (44) 20% (53) 37% (99) 5% (4) 269Ethnicity: White 20% (352) 8% (307) 2% (368) 3% (537) 9% (62) 726Ethnicity: Hispanic 44% (54) 7% (59) 7% (60) 3% (46) 9% (32) 350Ethnicity: Afr. Am. 45% (25) 3% (35) 22% (60) 2% (32) 8% (22) 275Ethnicity: Other 35% (72) 24% (50) 4% (29) 8% (36) 9% (8) 204Relig: Protestant 5% (70) 7% (80) 24% (5) 36% (70) 8% (35) 47Relig: Roman Catholic 2% (8) 7% (63) 20% (77) 34% (3) 7% (28) 380Relig: Ath./Agn./None 3% (203) 8% (9) 20% (34) 22% (49) 9% (59) 664Relig: Something Else 29% (0) 20% (77) 6% (60) 25% (95) 0% (40) 382Relig: Jewish 24% (3) 0% (5) 20% () 37% (20) 9% (5) 53Relig: All Christian 20% (236) 7% (95) 23% (262) 3% (36) 9% (04) 59Relig: All Non-Christian 30% (33) 9% (96) 9% (95) 23% (244) 9% (99) 046Community: Urban 3% (89) 9% (5) 9% (9) 22% (34) 0% (6) 68Community: Suburban 23% (27) 6% (55) 2% (99) 30% (284) 9% (84) 939Community: Rural 22% (43) 9% (2) 2% (39) 29% (87) 9% (57) 648Employ: Private Sector 29% (83) 22% (35) 20% (27) 23% (44) 6% (37) 626Employ: Government 3% (49) 6% (25) 2% (33) 22% (34) 9% (5) 56Employ: Self-Employed 35% (72) 6% (33) 24% (5) 2% (44) 4% (9) 209Employ: Homemaker 2% (32) 4% (2) 25% (38) 26% (40) 4% (22) 53Employ: Student 45% (50) 2% (3) 8% (2) 7% (9) 8% (9) 2Employ: Retired 8% (4) 5% (7) 23% (09) 44% (24) 0% (47) 483Employ: Unemployed 27% (63) 2% (48) 6% (38) 23% (52) 2% (28) 229Employ: Other 25% (60) 9% (45) 7% (40) 24% (57) 5% (35) 237Military HH: Yes 25% (0) 8% (74) 9% (78) 29% (9) 8% (34) 406Military HH: No 25% (448) 8% (37) 2% (379) 27% (486) 9% (68) 799RD/WT: Right Direction 25% (24) 6% (40) 20% (73) 29% (243) 0% (8) 85RD/WT: Wrong Track 25% (335) 9% (252) 2% (284) 27% (362) 9% (2) 354


364



Demographic





Adults 25% (549) 8% (39) 2% (457) 27% (605) 9% (203) 2205Trump Job Approve 24% (29) 6% (48) 20% (88) 30% (273) 0% (95) 924Trump Job Disapprove 26% (300) 20% (223) 22% (246) 26% (294) 7% (78) 40Trump Job Strongly Approve 22% (06) 7% (85) 8% (90) 33% (6) 0% (48) 490Trump Job Somewhat Approve 26% (3) 4% (63) 23% (98) 26% (3) % (47) 434Trump Job Somewhat Disapprove 28% (77) 20% (55) 23% (63) 20% (55) 8% (2) 272Trump Job Strongly Disapprove 26% (223) 9% (67) 2% (83) 28% (239) 6% (56) 868Favorable of Trump 24% (27) 6% (44) 2% (89) 3% (284) 8% (77) 9Unfavorable of Trump 26% (298) 9% (26) 22% (247) 25% (278) 8% (92) 30Very Favorable of Trump 24% (28) 6% (90) 9% (03) 33% (78) 8% (44) 543Somewhat Favorable of Trump 24% (89) 5% (54) 23% (85) 29% (07) 9% (33) 368Somewhat Unfavorable of Trump 23% (52) 20% (44) 23% (52) 24% (53) 0% (22) 223Very Unfavorable of Trump 27% (246) 9% (72) 2% (94) 25% (225) 8% (70) 907#1 Issue: Economy 3% (8) 2% (23) 20% (8) 20% (7) 8% (48) 588#1 Issue: Security 7% (74) 3% (57) 24% (02) 35% (50) % (47) 430#1 Issue: Health Care 3% (2) 9% (7) 9% (72) 25% (95) 7% (25) 385#1 Issue: Medicare / Social Security 3% (38) 8% (54) 2% (64) 38% (3) 0% (30) 299#1 Issue: Women’s Issues 9% (23) 8% (22) 29% (36) 27% (33) 7% (8) 22#1 Issue: Education 32% (49) 20% (30) 6% (24) 20% (30) 2% (8) 5#1 Issue: Energy 26% (26) 7% (7) 2% (2) 27% (27) 9% (0) 02#1 Issue: Other 30% (38) 2% (5) 5% (9) 30% (39) 3% (7) 292018 House Vote: Democrat 26% (99) 7% (29) 23% (77) 27% (2) 7% (54) 7702018 House Vote: Republican 20% (34) 6% () 2% (42) 33% (29) 0% (66) 6722018 House Vote: Someone else 25% (27) 24% (26) % (2) 28% (3) 3% (4) 02018 House Vote: Didnt Vote 29% (89) 9% (25) 9% (24) 22% (42) % (69) 6502016 Vote: Hillary Clinton 24% (60) 8% (8) 23% (54) 27% (82) 7% (49) 6632016 Vote: Donald Trump 8% (23) 7% (5) 20% (32) 35% (237) 9% (62) 6682016 Vote: Someone else 22% (44) 22% (43) 22% (44) 22% (44) % (22) 962016 Vote: Didnt Vote 33% (22) 7% (6) 9% (27) 2% (42) 0% (69) 675



365

Table AVE13_12


Demographic





Adults 25% (549) 8% (39) 2% (457) 27% (605) 9% (203) 2205Voted in 2014: Yes 22% (296) 8% (247) 22% (303) 30% (409) 8% (09) 364Voted in 2014: No 30% (253) 7% (45) 8% (54) 23% (95) % (94) 842012 Vote: Barack Obama 26% (22) 9% (52) 22% (77) 25% (208) 8% (68) 872012 Vote: Mitt Romney 3% (68) 7% (89) 22% (5) 39% (207) 9% (45) 5242012 Vote: Other 8% (8) 22% (23) 22% (23) 29% (30) 0% (0) 032012 Vote: Didn’t Vote 33% (250) 7% (28) 9% (4) 2% (60) 0% (78) 7584-Region: Northeast 23% (9) 5% (6) 2% (84) 33% (28) 8% (30) 3944-Region: Midwest 23% (08) 8% (83) 9% (88) 3% (42) 9% (42) 4634-Region: South 27% (29) 9% (55) 8% (46) 27% (222) 0% (84) 8264-Region: West 25% (3) 8% (93) 27% (38) 2% (2) 9% (47) 52Evangelical 23% (44) 6% (03) 23% (45) 28% (77) % (70) 640Non-Evangelical 26% (405) 8% (288) 20% (32) 27% (428) 8% (33) 565TV shows: Every day 28% (302) 20% (223) 20% (24) 26% (285) 6% (70) 095TV shows: Several times per week 25% (34) 7% (92) 23% (23) 27% (43) 8% (43) 536TV shows: About once per week 24% (32) 5% (20) 20% (27) 33% (45) 8% () 34TV shows: Several times per month 30% (34) 6% (9) 2% (24) 23% (26) 9% (0) 3TV shows: About once per month 5% () 8% (5) 3% (22) 24% (7) 24% (7) 7TV shows: Less often than once per month 6% (6) 8% (8) 22% (22) 34% (34) % () 00TV shows: Never 3% (20) 9% (4) 6% (25) 36% (55) 26% (4) 56Movies: Every day 45% (207) 20% (90) 4% (63) 6% (7) 5% (24) 455Movies: Several times per week 27% (52) 24% (34) 20% (09) 23% (30) 6% (33) 558Movies: About once per week 2% (76) 8% (65) 26% (94) 26% (92) 0% (35) 362Movies: Several times per month 20% (56) 8% (50) 23% (65) 30% (83) 9% (26) 28Movies: About once per month 3% (23) 2% (2) 27% (47) 35% (60) 2% (2) 72Movies: Less often than once per month 9% (9) % (24) 23% (49) 45% (94) 2% (25) 2Movies: Never 0% (7) 4% (7) 8% (29) 45% (74) 23% (39) 66


366



Demographic





Adults 25% (549) 8% (39) 2% (457) 27% (605) 9% (203) 2205Sports: Every day 45% (90) 4% (27) 6% (32) 9% (37) 6% () 98Sports: Several times per week 32% (05) 22% (72) 9% (63) 23% (75) 4% (5) 330Sports: About once per week 2% (57) 20% (54) 26% (70) 27% (72) 7% (20) 272Sports: Several times per month 27% (43) 5% (24) 2% (33) 26% (40) % (7) 58Sports: About once per month 22% (34) 20% (30) 23% (34) 30% (44) 6% (8) 5Sports: Less often than once per month 22% (83) 8% (69) 23% (86) 27% (03) 0% (38) 378Sports: Never 9% (38) 6% (5) 9% (39) 32% (232) 3% (94) 78Cable: I currently subscribe 26% (264) 8% (83) 20% (202) 28% (283) 8% (82) 05Cable: I subscribed in the past 22% (78) 9% (5) 23% (83) 26% (206) 0% (76) 793Cable: I have never subscribed 27% (07) 4% (58) 8% (72) 29% (6) % (45) 397Satellite television: I currently subscribe 26% (27) 6% (8) 7% (85) 30% (47) % (52) 492Satellite television: I subscribed in the past 26% (83) 20% (4) 22% (55) 23% (66) 9% (65) 70Satellite television: I have never subscribed 24% (239) 7% (69) 22% (26) 29% (292) 9% (86) 003Streaming service: I currently subscribe 28% (348) 2% (253) 2% (262) 23% (277) 7% (90) 229Streaming service: I subscribed in the past 34% (87) 4% (36) 8% (47) 23% (58) 0% (27) 255Streaming service: I have never subscribed 6% (4) 4% (02) 2% (48) 37% (270) 2% (86) 72Film: An avid fan 39% (303) 22% (69) 6% (27) 6% (25) 6% (47) 770Film: A casual fan 8% (20) 7% (95) 24% (282) 3% (358) 0% (7) 6Film: Not a fan 3% (36) 0% (28) 8% (49) 45% (22) 4% (38) 274Television: An avid fan 29% (302) 20% (22) 9% (95) 25% (257) 7% (73) 038Television: A casual fan 2% (20) 6% (63) 23% (236) 29% (296) 0% (0) 006Television: Not a fan 23% (37) % (7) 6% (26) 32% (52) 8% (29) 6Music: An avid fan 3% (365) 8% (26) 20% (237) 24% (279) 7% (86) 82Music: A casual fan 8% (65) 8% (67) 22% (204) 3% (280) % (96) 92Music: Not a fan 8% (9) 7% (8) 5% (7) 4% (46) 9% (2) Fashion: An avid fan 38% (27) 4% (48) 9% (64) 20% (66) 9% (29) 334Fashion: A casual fan 24% (28) 9% (72) 2% (92) 26% (235) 9% (79) 896Fashion: Not a fan 2% (204) 8% (7) 2% (20) 3% (304) 0% (94) 975



367

Table AVE13_12


Demographic





Adults 25% (549) 8% (39) 2% (457) 27% (605) 9% (203) 2205Sporting events: Every day 45% (90) 4% (27) 6% (32) 9% (37) 6% () 98Sporting events: Several times per week 32% (05) 22% (72) 9% (63) 23% (75) 4% (5) 330Sporting events: About once per week 2% (57) 20% (54) 26% (70) 27% (72) 7% (20) 272Sporting events: Several times per month 27% (43) 5% (24) 2% (33) 26% (40) % (7) 58Sporting events: About once per month 22% (34) 20% (30) 23% (34) 30% (44) 6% (8) 5Sporting events: Less often than once per month 22% (83) 8% (69) 23% (86) 27% (03) 0% (38) 378Sporting events: Never 9% (38) 6% (5) 9% (39) 32% (232) 3% (94) 78Cable television: I currently subscribe 26% (264) 8% (83) 20% (202) 28% (283) 8% (82) 05Cable television: I subscribed in the past 22% (78) 9% (5) 23% (83) 26% (206) 0% (76) 793Cable television: I have never subscribed 27% (07) 4% (58) 8% (72) 29% (6) % (45) 397Satellite television: I currently subscribe 26% (27) 6% (8) 7% (85) 30% (47) % (52) 492Satellite television: I subscribed in the past 26% (83) 20% (4) 22% (55) 23% (66) 9% (65) 70Satellite television: I have never subscribed 24% (239) 7% (69) 22% (26) 29% (292) 9% (86) 003Streaming service: I currently subscribe 28% (348) 2% (253) 2% (262) 23% (277) 7% (90) 229Streaming service: I subscribed in the past 34% (87) 4% (36) 8% (47) 23% (58) 0% (27) 255Streaming service: I have never subscribed 6% (4) 4% (02) 2% (48) 37% (270) 2% (86) 72Film: An avid fan 39% (303) 22% (69) 6% (27) 6% (25) 6% (47) 770Film: A casual fan 8% (20) 7% (95) 24% (282) 3% (358) 0% (7) 6Film: Not a fan 3% (36) 0% (28) 8% (49) 45% (22) 4% (38) 274Television: An avid fan 29% (302) 20% (22) 9% (95) 25% (257) 7% (73) 038Television: A casual fan 2% (20) 6% (63) 23% (236) 29% (296) 0% (0) 006Television: Not a fan 23% (37) % (7) 6% (26) 32% (52) 8% (29) 6Music: An avid fan 3% (365) 8% (26) 20% (237) 24% (279) 7% (86) 82Music: A casual fan 8% (65) 8% (67) 22% (204) 3% (280) % (96) 92Music: Not a fan 8% (9) 7% (8) 5% (7) 4% (46) 9% (2) Fashion: An avid fan 38% (27) 4% (48) 9% (64) 20% (66) 9% (29) 334Fashion: A casual fan 24% (28) 9% (72) 2% (92) 26% (235) 9% (79) 896Fashion: Not a fan 2% (204) 8% (7) 2% (20) 3% (304) 0% (94) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


368


Table AVE14_1: Should superhero movies have more or fewer leading title characters that represent each of the following groups, or do they have theright amount?White people

Demographic More FewerAbout rightamount

Don’t Know / NoOpinion Total N

Adults 3% (294) 3% (285) 38% (840) 36% (786) 2205Gender: Male 7% (80) 2% (24) 40% (422) 32% (337) 064Gender: Female 0% (4) 4% (60) 37% (48) 39% (449) 4Age: 18-29 7% (8) 22% (04) 37% (76) 23% (09) 47Age: 30-44 7% (92) 5% (8) 4% (224) 27% (47) 544Age: 45-54 9% (36) 0% (40) 4% (60) 40% (57) 392Age: 55-64 % (39) 9% (3) 36% (30) 44% (59) 360Age: 65+ 0% (45) 7% (29) 34% (50) 49% (24) 437Generation Z: 18-21 8% (29) 23% (38) 37% (60) 22% (37) 65Millennial: Age 22-37 7% (0) 9% (9) 40% (252) 24% (54) 635Generation X: Age 38-53 % (63) % (63) 4% (232) 37% (20) 568Boomers: Age 54-72 0% (72) 9% (6) 35% (248) 46% (326) 706PID: Dem (no lean) 2% (88) 23% (68) 38% (275) 27% (92) 722PID: Ind (no lean) % (92) 0% (82) 37% (299) 4% (328) 800PID: Rep (no lean) 7% (5) 5% (35) 39% (266) 39% (267) 682PID/Gender: DemMen 5% (50) 2% (69) 44% (42) 9% (63) 324PID/Gender: DemWomen 9% (38) 25% (98) 34% (33) 32% (29) 398PID/Gender: Ind Men 3% (49) 9% (32) 38% (40) 40% (45) 366PID/Gender: Ind Women 0% (43) % (50) 37% (59) 42% (82) 434PID/Gender: Rep Men 22% (82) 6% (22) 38% (4) 34% (29) 374PID/Gender: Rep Women % (33) 4% (2) 4% (25) 45% (38) 308Ideo: Liberal (1-3) 6% () 23% (63) 37% (264) 24% (73) 70Ideo: Moderate (4) % (5) 2% (53) 4% (90) 36% (66) 459Ideo: Conservative (5-7) 3% (95) 6% (42) 40% (287) 4% (294) 78Educ: < College 4% (23) % (66) 40% (602) 35% (535) 56Educ: Bachelors degree 3% (56) 6% (72) 34% (50) 37% (66) 445Educ: Post-grad 0% (25) 9% (47) 36% (88) 35% (85) 245



369

Table AVE14_1




Adults 3% (294) 3% (285) 38% (840) 36% (786) 2205Income: Under 50k 5% (208) 3% (74) 37% (507) 35% (482) 37Income: 50k-100k 0% (59) 4% (79) 38% (27) 37% (20) 565Income: 100k+ 0% (27) 2% (32) 43% (6) 35% (95) 269Ethnicity: White 3% (29) 0% (72) 39% (680) 38% (655) 726Ethnicity: Hispanic 6% (54) 2% (75) 37% (29) 26% (9) 350Ethnicity: Afr. Am. 6% (44) 25% (68) 35% (97) 24% (66) 275Ethnicity: Other 5% (32) 22% (44) 3% (63) 32% (66) 204Relig: Protestant 2% (59) 9% (4) 39% (83) 40% (89) 47Relig: Roman Catholic 5% (59) % (44) 34% (30) 39% (47) 380Relig: Ath./Agn./None 3% (89) 5% (0) 37% (245) 35% (229) 664Relig: Something Else 2% (46) 7% (64) 39% (5) 32% (2) 382Relig: Jewish 4% (7) 9% (5) 42% (22) 35% (9) 53Relig: All Christian 4% (59) 0% (9) 38% (445) 38% (436) 59Relig: All Non-Christian 3% (35) 6% (66) 38% (395) 33% (350) 046Community: Urban 5% (93) 7% (04) 36% (222) 32% (99) 68Community: Suburban 3% (20) 3% (25) 40% (372) 34% (322) 939Community: Rural 3% (8) 9% (56) 38% (246) 4% (265) 648Employ: Private Sector 6% (97) 3% (8) 4% (258) 30% (89) 626Employ: Government 7% (26) 3% (2) 37% (58) 32% (50) 56Employ: Self-Employed 4% (29) 7% (36) 42% (88) 27% (56) 209Employ: Homemaker 3% (9) 2% (9) 37% (56) 38% (59) 53Employ: Student 7% (9) 33% (37) 39% (44) % (3) 2Employ: Retired 0% (49) 8% (40) 33% (58) 49% (236) 483Employ: Unemployed % (26) 2% (27) 38% (87) 39% (89) 229Employ: Other 2% (29) 0% (25) 38% (89) 40% (95) 237Military HH: Yes 4% (58) 3% (5) 35% (43) 38% (54) 406Military HH: No 3% (236) 3% (234) 39% (697) 35% (632) 799RD/WT: Right Direction 7% (47) 5% (46) 40% (338) 38% (320) 85RD/WT: Wrong Track % (47) 8% (239) 37% (502) 34% (466) 354


370





Adults 3% (294) 3% (285) 38% (840) 36% (786) 2205Trump Job Approve 6% (46) 5% (46) 40% (369) 39% (362) 924Trump Job Disapprove 2% (3) 20% (223) 38% (434) 3% (352) 40Trump Job Strongly Approve 8% (89) 4% (8) 38% (88) 40% (95) 490Trump Job Somewhat Approve 3% (57) 7% (29) 42% (8) 39% (67) 434Trump Job Somewhat Disapprove 4% (37) % (30) 42% (5) 33% (9) 272Trump Job Strongly Disapprove % (94) 22% (93) 37% (39) 30% (26) 868Favorable of Trump 7% (52) 5% (42) 40% (364) 39% (354) 9Unfavorable of Trump % (28) 20% (232) 38% (43) 30% (340) 30Very Favorable of Trump 9% (02) 5% (27) 37% (202) 39% (22) 543Somewhat Favorable of Trump 3% (49) 4% (5) 44% (62) 38% (42) 368Somewhat Unfavorable of Trump 2% (26) 6% (35) 39% (87) 34% (76) 223Very Unfavorable of Trump % (02) 22% (97) 38% (344) 29% (264) 907#1 Issue: Economy 4% (84) 3% (78) 42% (245) 3% (80) 588#1 Issue: Security 5% (63) 7% (29) 34% (45) 45% (92) 430#1 Issue: Health Care 2% (45) 8% (69) 36% (39) 34% (32) 385#1 Issue: Medicare / Social Security 0% (3) 5% (5) 43% (30) 4% (23) 299#1 Issue: Women’s Issues 5% (7) 28% (34) 46% (56) 2% (25) 22#1 Issue: Education 8% (27) 5% (22) 32% (48) 35% (53) 5#1 Issue: Energy 8% (8) 7% (7) 37% (37) 28% (29) 02#1 Issue: Other 5% (9) 5% (20) 3% (39) 39% (50) 292018 House Vote: Democrat 3% (97) 20% (53) 38% (29) 30% (229) 7702018 House Vote: Republican 7% (3) 4% (27) 39% (263) 40% (269) 6722018 House Vote: Someone else 8% (9) 3% (4) 3% (34) 48% (53) 02018 House Vote: Didnt Vote 2% (75) 4% (9) 39% (250) 36% (234) 6502016 Vote: Hillary Clinton 0% (65) 22% (46) 38% (253) 30% (99) 6632016 Vote: Donald Trump 8% (23) 4% (25) 38% (256) 40% (264) 6682016 Vote: Someone else 0% (20) % (22) 42% (83) 36% (70) 962016 Vote: Didnt Vote 3% (85) 4% (9) 37% (247) 37% (252) 675



371

Table AVE14_1




Adults 3% (294) 3% (285) 38% (840) 36% (786) 2205Voted in 2014: Yes 4% (85) 3% (7) 39% (532) 35% (476) 364Voted in 2014: No 3% (09) 3% (3) 37% (308) 37% (30) 842012 Vote: Barack Obama 2% (95) 8% (48) 39% (36) 32% (258) 872012 Vote: Mitt Romney 5% (78) 4% (20) 40% (207) 42% (28) 5242012 Vote: Other 5% (5) 6% (7) 34% (35) 44% (46) 032012 Vote: Didn’t Vote 4% (06) 4% (0) 37% (28) 35% (262) 7584-Region: Northeast 3% (53) 2% (48) 37% (48) 37% (46) 3944-Region: Midwest 3% (59) 3% (59) 38% (75) 37% (70) 4634-Region: South 3% (06) 2% (0) 39% (38) 36% (30) 8264-Region: West 4% (76) 5% (76) 38% (99) 33% (70) 52Evangelical 6% (0) 9% (57) 40% (253) 36% (229) 640Non-Evangelical 2% (93) 5% (228) 38% (587) 36% (557) 565TV shows: Every day 5% (69) 3% (39) 40% (437) 32% (350) 095TV shows: Several times per week 0% (52) 7% (90) 38% (205) 35% (88) 536TV shows: About once per week 8% (0) 4% (9) 42% (57) 36% (48) 34TV shows: Several times per month 5% (7) 4% (6) 4% (47) 30% (34) 3TV shows: About once per month 3% (9) 0% (7) 9% (3) 58% (42) 7TV shows: Less often than once per month % () 6% (6) 4% (4) 42% (42) 00TV shows: Never 6% (25) 5% (8) 26% (4) 53% (82) 56Movies: Every day 2% (96) 5% (67) 38% (74) 26% (8) 455Movies: Several times per week 4% (79) 5% (82) 4% (226) 3% (70) 558Movies: About once per week % (38) 7% (60) 43% (54) 30% (09) 362Movies: Several times per month % (3) 6% (45) 36% (02) 37% (03) 28Movies: About once per month 2% (20) 8% (4) 42% (73) 38% (66) 72Movies: Less often than once per month 6% (3) 6% (3) 35% (73) 53% (3) 2Movies: Never 0% (7) 2% (4) 23% (38) 64% (07) 66


372





Adults 3% (294) 3% (285) 38% (840) 36% (786) 2205Sports: Every day 34% (68) 4% (28) 29% (58) 22% (44) 98Sports: Several times per week 4% (46) 5% (49) 46% (5) 25% (84) 330Sports: About once per week 2% (3) 9% (25) 44% (20) 35% (95) 272Sports: Several times per month 2% (9) 6% (25) 39% (62) 33% (52) 58Sports: About once per month 7% () 9% (4) 43% (64) 4% (6) 5Sports: Less often than once per month 0% (38) 3% (49) 43% (63) 34% (28) 378Sports: Never % (8) 3% (94) 3% (220) 45% (322) 78Cable: I currently subscribe 5% (52) 3% (30) 38% (386) 34% (346) 05Cable: I subscribed in the past 9% (75) 6% (24) 4% (32) 34% (273) 793Cable: I have never subscribed 7% (67) 8% (30) 34% (33) 42% (67) 397Satellite television: I currently subscribe 9% (92) 9% (44) 37% (8) 36% (75) 492Satellite television: I subscribed in the past 2% (88) 5% (07) 38% (270) 35% (245) 70Satellite television: I have never subscribed % (4) 3% (33) 39% (390) 37% (366) 003Streaming service: I currently subscribe 3% (65) 5% (90) 4% (50) 30% (364) 229Streaming service: I subscribed in the past 7% (44) 4% (36) 36% (93) 32% (82) 255Streaming service: I have never subscribed 2% (85) 8% (58) 33% (238) 47% (340) 72Film: An avid fan 8% (39) 5% (6) 44% (335) 23% (80) 770Film: A casual fan 0% (9) 3% (49) 36% (423) 40% (470) 6Film: Not a fan 3% (36) 7% (9) 30% (8) 50% (37) 274Television: An avid fan 5% (59) 3% (3) 42% (432) 30% (36) 038Television: A casual fan % (3) 4% (37) 36% (366) 39% (39) 006Television: Not a fan 4% (23) 0% (7) 26% (42) 49% (79) 6Music: An avid fan 6% (90) 5% (74) 39% (455) 3% (363) 82Music: A casual fan 9% (83) % (96) 40% (368) 40% (365) 92Music: Not a fan 9% (2) 4% (5) 5% (7) 52% (58) Fashion: An avid fan 2% (7) 8% (62) 4% (37) 9% (64) 334Fashion: A casual fan 3% (6) 4% (23) 39% (346) 35% (3) 896Fashion: Not a fan % (07) 0% (00) 37% (357) 42% (4) 975



373

Table AVE14_1




Adults 3% (294) 3% (285) 38% (840) 36% (786) 2205Sporting events: Every day 34% (68) 4% (28) 29% (58) 22% (44) 98Sporting events: Several times per week 4% (46) 5% (49) 46% (5) 25% (84) 330Sporting events: About once per week 2% (3) 9% (25) 44% (20) 35% (95) 272Sporting events: Several times per month 2% (9) 6% (25) 39% (62) 33% (52) 58Sporting events: About once per month 7% () 9% (4) 43% (64) 4% (6) 5Sporting events: Less often than once per month 0% (38) 3% (49) 43% (63) 34% (28) 378Sporting events: Never % (8) 3% (94) 3% (220) 45% (322) 78Cable television: I currently subscribe 5% (52) 3% (30) 38% (386) 34% (346) 05Cable television: I subscribed in the past 9% (75) 6% (24) 4% (32) 34% (273) 793Cable television: I have never subscribed 7% (67) 8% (30) 34% (33) 42% (67) 397Satellite television: I currently subscribe 9% (92) 9% (44) 37% (8) 36% (75) 492Satellite television: I subscribed in the past 2% (88) 5% (07) 38% (270) 35% (245) 70Satellite television: I have never subscribed % (4) 3% (33) 39% (390) 37% (366) 003Streaming service: I currently subscribe 3% (65) 5% (90) 4% (50) 30% (364) 229Streaming service: I subscribed in the past 7% (44) 4% (36) 36% (93) 32% (82) 255Streaming service: I have never subscribed 2% (85) 8% (58) 33% (238) 47% (340) 72Film: An avid fan 8% (39) 5% (6) 44% (335) 23% (80) 770Film: A casual fan 0% (9) 3% (49) 36% (423) 40% (470) 6Film: Not a fan 3% (36) 7% (9) 30% (8) 50% (37) 274Television: An avid fan 5% (59) 3% (3) 42% (432) 30% (36) 038Television: A casual fan % (3) 4% (37) 36% (366) 39% (39) 006Television: Not a fan 4% (23) 0% (7) 26% (42) 49% (79) 6Music: An avid fan 6% (90) 5% (74) 39% (455) 3% (363) 82Music: A casual fan 9% (83) % (96) 40% (368) 40% (365) 92Music: Not a fan 9% (2) 4% (5) 5% (7) 52% (58) Fashion: An avid fan 2% (7) 8% (62) 4% (37) 9% (64) 334Fashion: A casual fan 3% (6) 4% (23) 39% (346) 35% (3) 896Fashion: Not a fan % (07) 0% (00) 37% (357) 42% (4) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


374


Table AVE14_2: Should superhero movies have more or fewer leading title characters that represent each of the following groups, or do they have theright amount?Asian people



Adults 24% (528) 8% (75) 26% (576) 42% (926) 2205Gender: Male 26% (274) 8% (90) 28% (296) 38% (405) 064Gender: Female 22% (254) 7% (85) 25% (280) 46% (52) 4Age: 18-29 34% (62) % (50) 27% (25) 28% (34) 47Age: 30-44 30% (64) 8% (4) 28% (53) 34% (86) 544Age: 45-54 9% (74) 8% (30) 27% (07) 46% (8) 392Age: 55-64 7% (63) 9% (32) 22% (8) 5% (84) 360Age: 65+ 5% (65) 5% (2) 25% (0) 55% (24) 437Generation Z: 18-21 40% (65) 0% (7) 26% (42) 24% (40) 65Millennial: Age 22-37 32% (205) 8% (54) 28% (75) 32% (20) 635Generation X: Age 38-53 22% (25) 7% (4) 27% (55) 44% (248) 568Boomers: Age 54-72 7% (9) 8% (53) 24% (67) 52% (367) 706PID: Dem (no lean) 35% (252) 7% (52) 25% (78) 33% (24) 722PID: Ind (no lean) 22% (75) 6% (52) 25% (96) 47% (377) 800PID: Rep (no lean) 5% (0) 0% (7) 30% (202) 45% (308) 682PID/Gender: DemMen 37% (20) 8% (26) 28% (9) 27% (88) 324PID/Gender: DemWomen 33% (32) 7% (26) 22% (86) 39% (53) 398PID/Gender: Ind Men 25% (9) 5% (20) 24% (90) 45% (65) 366PID/Gender: Ind Women 9% (84) 7% (32) 25% (07) 49% (22) 434PID/Gender: Rep Men 7% (63) 2% (45) 3% (5) 4% (52) 374PID/Gender: Rep Women 2% (38) 9% (27) 28% (87) 5% (56) 308Ideo: Liberal (1-3) 38% (273) 0% (68) 22% (55) 30% (24) 70Ideo: Moderate (4) 23% (08) 7% (32) 26% (20) 43% (99) 459Ideo: Conservative (5-7) 4% (0) 8% (56) 30% (27) 48% (344) 78Educ: < College 22% (327) 8% (26) 28% (47) 43% (646) 56Educ: Bachelors degree 28% (27) 8% (35) 23% (03) 4% (8) 445Educ: Post-grad 3% (75) 6% (4) 23% (56) 4% (99) 245



375

Table AVE14_2




Adults 24% (528) 8% (75) 26% (576) 42% (926) 2205Income: Under 50k 24% (322) 9% (23) 26% (363) 4% (563) 37Income: 50k-100k 25% (42) 5% (30) 25% (4) 45% (252) 565Income: 100k+ 24% (64) 8% (23) 27% (72) 4% () 269Ethnicity: White 2% (356) 7% (29) 27% (469) 45% (772) 726Ethnicity: Hispanic 3% (08) 9% (33) 30% (04) 30% (05) 350Ethnicity: Afr. Am. 36% (00) % (30) 23% (64) 29% (8) 275Ethnicity: Other 36% (73) 8% (6) 2% (42) 36% (73) 204Relig: Protestant 9% (90) 8% (37) 28% (3) 45% (23) 47Relig: Roman Catholic 22% (84) 7% (28) 24% (90) 47% (79) 380Relig: Ath./Agn./None 29% (9) 7% (46) 25% (67) 39% (260) 664Relig: Something Else 25% (97) 0% (37) 24% (92) 4% (56) 382Relig: Jewish 24% (3) 9% (5) 26% (4) 4% (22) 53Relig: All Christian 2% (240) 8% (92) 27% (36) 44% (5) 59Relig: All Non-Christian 28% (288) 8% (83) 25% (259) 40% (45) 046Community: Urban 28% (7) 0% (6) 23% (44) 39% (243) 68Community: Suburban 27% (25) 7% (66) 25% (239) 4% (383) 939Community: Rural 6% (07) 7% (48) 30% (93) 46% (300) 648Employ: Private Sector 25% (59) 7% (46) 30% (90) 37% (23) 626Employ: Government 28% (44) % (7) 24% (37) 37% (57) 56Employ: Self-Employed 3% (64) 8% (6) 29% (6) 33% (68) 209Employ: Homemaker 9% (29) 4% (22) 24% (37) 42% (65) 53Employ: Student 45% (50) 4% (6) 23% (26) 8% (20) 2Employ: Retired 4% (68) 6% (29) 24% (8) 56% (268) 483Employ: Unemployed 2% (49) 0% (22) 24% (54) 46% (04) 229Employ: Other 27% (65) 3% (7) 22% (53) 47% (2) 237Military HH: Yes 24% (96) 7% (29) 26% (05) 43% (76) 406Military HH: No 24% (432) 8% (47) 26% (47) 42% (749) 799RD/WT: Right Direction 7% (45) 0% (84) 30% (254) 43% (368) 85RD/WT: Wrong Track 28% (383) 7% (9) 24% (32) 4% (558) 354


376





Adults 24% (528) 8% (75) 26% (576) 42% (926) 2205Trump Job Approve 5% (39) 9% (80) 3% (286) 45% (48) 924Trump Job Disapprove 32% (365) 8% (89) 24% (27) 36% (46) 40Trump Job Strongly Approve 2% (60) 9% (44) 33% (6) 46% (225) 490Trump Job Somewhat Approve 8% (79) 8% (37) 29% (25) 45% (93) 434Trump Job Somewhat Disapprove 27% (74) 8% (2) 3% (85) 34% (93) 272Trump Job Strongly Disapprove 34% (29) 8% (68) 2% (86) 37% (322) 868Favorable of Trump 5% (35) 9% (84) 3% (285) 45% (408) 9Unfavorable of Trump 32% (367) 8% (89) 23% (256) 37% (48) 30Very Favorable of Trump 2% (67) % (60) 3% (70) 45% (247) 543Somewhat Favorable of Trump 8% (68) 7% (24) 3% (5) 44% (6) 368Somewhat Unfavorable of Trump 24% (55) 9% (2) 29% (66) 37% (82) 223Very Unfavorable of Trump 34% (32) 8% (68) 2% (90) 37% (336) 907#1 Issue: Economy 25% (45) 8% (47) 27% (6) 40% (234) 588#1 Issue: Security 4% (60) 9% (39) 28% (22) 49% (209) 430#1 Issue: Health Care 30% (5) 7% (27) 23% (90) 40% (52) 385#1 Issue: Medicare / Social Security 4% (43) 8% (23) 29% (87) 49% (46) 299#1 Issue: Women’s Issues 44% (53) 4% (5) 25% (30) 27% (33) 22#1 Issue: Education 30% (45) 3% (20) 7% (25) 40% (6) 5#1 Issue: Energy 34% (34) 5% (5) 29% (30) 3% (32) 02#1 Issue: Other 25% (32) 6% (8) 24% (3) 45% (58) 292018 House Vote: Democrat 34% (265) 7% (5) 23% (77) 36% (277) 7702018 House Vote: Republican 6% (08) 9% (59) 30% (202) 45% (302) 6722018 House Vote: Someone else 6% (8) 9% (0) 2% (23) 54% (60) 02018 House Vote: Didnt Vote 2% (36) 9% (55) 27% (72) 44% (286) 6502016 Vote: Hillary Clinton 33% (22) 8% (52) 23% (55) 35% (235) 6632016 Vote: Donald Trump 3% (90) 0% (64) 3% (205) 46% (30) 6682016 Vote: Someone else 24% (48) 5% (9) 28% (55) 43% (85) 962016 Vote: Didnt Vote 25% (69) 7% (49) 24% (62) 44% (295) 675



377

Table AVE14_2




Adults 24% (528) 8% (75) 26% (576) 42% (926) 2205Voted in 2014: Yes 24% (326) 8% (07) 27% (362) 42% (569) 364Voted in 2014: No 24% (203) 8% (68) 25% (24) 42% (357) 842012 Vote: Barack Obama 30% (247) 7% (56) 25% (20) 38% (32) 872012 Vote: Mitt Romney 4% (72) 9% (47) 30% (55) 48% (249) 5242012 Vote: Other 9% (9) 7% (7) 8% (9) 56% (58) 032012 Vote: Didn’t Vote 25% (90) 9% (65) 26% (200) 40% (303) 7584-Region: Northeast 22% (88) 5% (2) 24% (94) 48% (9) 3944-Region: Midwest 2% (97) 7% (33) 30% (39) 42% (94) 4634-Region: South 23% (9) 9% (74) 25% (206) 43% (355) 8264-Region: West 29% (52) 9% (47) 26% (37) 35% (85) 52Evangelical 20% (25) 0% (64) 29% (84) 42% (266) 640Non-Evangelical 26% (403) 7% (2) 25% (392) 42% (659) 565TV shows: Every day 27% (297) 7% (73) 28% (304) 38% (42) 095TV shows: Several times per week 25% (34) 9% (47) 25% (36) 4% (29) 536TV shows: About once per week 2% (29) 9% (2) 3% (4) 39% (52) 34TV shows: Several times per month 20% (22) 3% (5) 26% (29) 4% (47) 3TV shows: About once per month 3% (9) 6% (5) 7% (2) 63% (45) 7TV shows: Less often than once per month 7% (7) 6% (6) 24% (24) 53% (53) 00TV shows: Never 3% (20) 2% (8) 8% (29) 57% (89) 56Movies: Every day 32% (44) 8% (38) 29% (34) 3% (40) 455Movies: Several times per week 26% (43) 9% (49) 29% (64) 36% (202) 558Movies: About once per week 28% (00) 9% (32) 23% (85) 40% (44) 362Movies: Several times per month 25% (7) 7% (9) 24% (68) 44% (22) 28Movies: About once per month 6% (27) 6% () 32% (55) 46% (79) 72Movies: Less often than once per month 6% (33) 5% (0) 23% (49) 56% (9) 2Movies: Never 6% () 0% (6) 2% (20) 72% (20) 66


378





Adults 24% (528) 8% (75) 26% (576) 42% (926) 2205Sports: Every day 37% (74) 7% (33) 8% (36) 28% (55) 98Sports: Several times per week 27% (88) 7% (22) 34% () 33% (09) 330Sports: About once per week 20% (55) 0% (26) 29% (79) 4% (2) 272Sports: Several times per month 28% (44) 0% (5) 22% (35) 40% (63) 58Sports: About once per month 8% (27) 5% (8) 30% (45) 47% (7) 5Sports: Less often than once per month 24% (92) 5% (9) 30% (2) 4% (55) 378Sports: Never 20% (47) 7% (52) 22% (58) 50% (36) 78Cable: I currently subscribe 24% (248) 8% (86) 25% (256) 42% (424) 05Cable: I subscribed in the past 25% (99) 7% (57) 28% (225) 39% (32) 793Cable: I have never subscribed 2% (82) 8% (3) 24% (95) 48% (90) 397Satellite television: I currently subscribe 26% (26) 9% (47) 24% (6) 4% (204) 492Satellite television: I subscribed in the past 23% (6) 8% (60) 27% (93) 42% (296) 70Satellite television: I have never subscribed 24% (242) 7% (69) 27% (266) 42% (426) 003Streaming service: I currently subscribe 30% (366) 7% (84) 28% (339) 36% (44) 229Streaming service: I subscribed in the past 20% (52) 2% (3) 28% (7) 40% (0) 255Streaming service: I have never subscribed 5% (0) 8% (6) 23% (67) 53% (383) 72Film: An avid fan 34% (259) 9% (67) 28% (27) 29% (226) 770Film: A casual fan 20% (235) 7% (8) 27% (308) 46% (537) 6Film: Not a fan 2% (34) 0% (27) 8% (50) 59% (62) 274Television: An avid fan 27% (284) 7% (68) 29% (300) 37% (386) 038Television: A casual fan 2% (23) 0% (97) 24% (242) 45% (455) 006Television: Not a fan 9% (3) 6% (0) 22% (35) 53% (85) 6Music: An avid fan 27% (322) 9% (0) 26% (32) 38% (447) 82Music: A casual fan 20% (83) 7% (62) 28% (252) 45% (44) 92Music: Not a fan 2% (23) 0% (2) % (2) 58% (64) Fashion: An avid fan 35% (6) % (36) 29% (98) 25% (84) 334Fashion: A casual fan 23% (2) 8% (74) 26% (235) 42% (376) 896Fashion: Not a fan 2% (202) 7% (65) 25% (242) 48% (465) 975



379

Table AVE14_2




Adults 24% (528) 8% (75) 26% (576) 42% (926) 2205Sporting events: Every day 37% (74) 7% (33) 8% (36) 28% (55) 98Sporting events: Several times per week 27% (88) 7% (22) 34% () 33% (09) 330Sporting events: About once per week 20% (55) 0% (26) 29% (79) 4% (2) 272Sporting events: Several times per month 28% (44) 0% (5) 22% (35) 40% (63) 58Sporting events: About once per month 8% (27) 5% (8) 30% (45) 47% (7) 5Sporting events: Less often than once per month 24% (92) 5% (9) 30% (2) 4% (55) 378Sporting events: Never 20% (47) 7% (52) 22% (58) 50% (36) 78Cable television: I currently subscribe 24% (248) 8% (86) 25% (256) 42% (424) 05Cable television: I subscribed in the past 25% (99) 7% (57) 28% (225) 39% (32) 793Cable television: I have never subscribed 2% (82) 8% (3) 24% (95) 48% (90) 397Satellite television: I currently subscribe 26% (26) 9% (47) 24% (6) 4% (204) 492Satellite television: I subscribed in the past 23% (6) 8% (60) 27% (93) 42% (296) 70Satellite television: I have never subscribed 24% (242) 7% (69) 27% (266) 42% (426) 003Streaming service: I currently subscribe 30% (366) 7% (84) 28% (339) 36% (44) 229Streaming service: I subscribed in the past 20% (52) 2% (3) 28% (7) 40% (0) 255Streaming service: I have never subscribed 5% (0) 8% (6) 23% (67) 53% (383) 72Film: An avid fan 34% (259) 9% (67) 28% (27) 29% (226) 770Film: A casual fan 20% (235) 7% (8) 27% (308) 46% (537) 6Film: Not a fan 2% (34) 0% (27) 8% (50) 59% (62) 274Television: An avid fan 27% (284) 7% (68) 29% (300) 37% (386) 038Television: A casual fan 2% (23) 0% (97) 24% (242) 45% (455) 006Television: Not a fan 9% (3) 6% (0) 22% (35) 53% (85) 6Music: An avid fan 27% (322) 9% (0) 26% (32) 38% (447) 82Music: A casual fan 20% (83) 7% (62) 28% (252) 45% (44) 92Music: Not a fan 2% (23) 0% (2) % (2) 58% (64) Fashion: An avid fan 35% (6) % (36) 29% (98) 25% (84) 334Fashion: A casual fan 23% (2) 8% (74) 26% (235) 42% (376) 896Fashion: Not a fan 2% (202) 7% (65) 25% (242) 48% (465) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


380


Table AVE14_3: Should superhero movies have more or fewer leading title characters that represent each of the following groups, or do they have theright amount?African people



Adults 24% (525) 8% (79) 29% (644) 39% (857) 2205Gender: Male 24% (258) 0% (0) 30% (39) 35% (377) 064Gender: Female 23% (267) 6% (69) 28% (325) 42% (480) 4Age: 18-29 36% (70) 0% (45) 29% (37) 25% (9) 47Age: 30-44 30% (62) 9% (48) 30% (62) 32% (72) 544Age: 45-54 2% (82) 6% (24) 32% (26) 4% (60) 392Age: 55-64 5% (54) 0% (35) 27% (96) 49% (75) 360Age: 65+ 3% (56) 6% (28) 28% (22) 53% (232) 437Generation Z: 18-21 42% (70) 2% (20) 26% (43) 9% (32) 65Millennial: Age 22-37 33% (208) 7% (46) 30% (93) 30% (88) 635Generation X: Age 38-53 22% (28) 8% (43) 3% (78) 39% (220) 568Boomers: Age 54-72 5% (03) 9% (60) 27% (94) 49% (349) 706PID: Dem (no lean) 37% (269) 8% (56) 25% (83) 30% (24) 722PID: Ind (no lean) 22% (72) 5% (39) 30% (237) 44% (352) 800PID: Rep (no lean) 2% (83) 2% (84) 33% (224) 43% (29) 682PID/Gender: DemMen 36% (8) 0% (33) 30% (96) 24% (77) 324PID/Gender: DemWomen 38% (5) 6% (22) 22% (87) 35% (37) 398PID/Gender: Ind Men 25% (90) 4% (4) 29% (05) 43% (57) 366PID/Gender: Ind Women 9% (83) 6% (25) 30% (32) 45% (95) 434PID/Gender: Rep Men 3% (50) 7% (63) 32% (8) 38% (43) 374PID/Gender: Rep Women % (33) 7% (22) 34% (06) 48% (48) 308Ideo: Liberal (1-3) 40% (28) 9% (64) 25% (80) 26% (86) 70Ideo: Moderate (4) 23% (07) 6% (26) 30% (37) 4% (89) 459Ideo: Conservative (5-7) 2% (88) 0% (75) 33% (236) 45% (320) 78Educ: < College 22% (33) 9% (30) 3% (464) 39% (59) 56Educ: Bachelors degree 29% (28) 7% (32) 27% (9) 37% (66) 445Educ: Post-grad 27% (66) 7% (8) 25% (60) 4% (00) 245



381

Table AVE14_3




Adults 24% (525) 8% (79) 29% (644) 39% (857) 2205Income: Under 50k 24% (333) 9% (23) 29% (394) 38% (52) 37Income: 50k-100k 24% (37) 6% (33) 29% (63) 4% (23) 565Income: 100k+ 20% (55) 9% (23) 32% (86) 39% (05) 269Ethnicity: White 9% (322) 8% (36) 3% (540) 42% (728) 726Ethnicity: Hispanic 33% (7) 0% (36) 30% (03) 27% (94) 350Ethnicity: Afr. Am. 5% (4) 9% (25) 8% (50) 22% (59) 275Ethnicity: Other 30% (62) 9% (9) 26% (54) 34% (70) 204Relig: Protestant 8% (84) 9% (4) 3% (44) 43% (20) 47Relig: Roman Catholic 2% (8) 8% (29) 27% (03) 44% (66) 380Relig: Ath./Agn./None 27% (8) 8% (52) 27% (80) 38% (25) 664Relig: Something Else 27% (03) 8% (30) 30% (5) 35% (34) 382Relig: Jewish 2% () 8% (4) 29% (6) 42% (22) 53Relig: All Christian 2% (24) 8% (98) 30% (348) 4% (472) 59Relig: All Non-Christian 27% (284) 8% (82) 28% (296) 37% (385) 046Community: Urban 28% (75) 0% (6) 27% (65) 35% (28) 68Community: Suburban 24% (228) 7% (66) 3% (289) 38% (356) 939Community: Rural 9% (2) 8% (52) 29% (90) 44% (284) 648Employ: Private Sector 25% (55) 7% (46) 32% (203) 36% (223) 626Employ: Government 26% (40) 5% (23) 27% (43) 32% (50) 56Employ: Self-Employed 27% (56) % (24) 32% (67) 30% (63) 209Employ: Homemaker 20% (3) 2% (9) 28% (43) 39% (60) 53Employ: Student 48% (54) 9% () 25% (28) 7% (9) 2Employ: Retired 4% (67) 7% (34) 28% (35) 5% (248) 483Employ: Unemployed 27% (6) 8% (8) 27% (6) 39% (89) 229Employ: Other 26% (6) 3% (6) 27% (64) 45% (06) 237Military HH: Yes 24% (96) 9% (38) 26% (04) 4% (69) 406Military HH: No 24% (429) 8% (42) 30% (540) 38% (689) 799RD/WT: Right Direction 4% (5) 2% (0) 34% (286) 4% (349) 85RD/WT: Wrong Track 30% (40) 6% (78) 26% (358) 38% (508) 354


382





Adults 24% (525) 8% (79) 29% (644) 39% (857) 2205Trump Job Approve 2% (09) 0% (96) 35% (324) 43% (395) 924Trump Job Disapprove 35% (395) 7% (77) 25% (288) 33% (380) 40Trump Job Strongly Approve 0% (49) 2% (60) 35% (7) 43% (20) 490Trump Job Somewhat Approve 4% (59) 8% (36) 35% (54) 43% (84) 434Trump Job Somewhat Disapprove 28% (76) 9% (25) 27% (73) 37% (00) 272Trump Job Strongly Disapprove 37% (320) 6% (52) 25% (25) 32% (280) 868Favorable of Trump % (02) % (03) 35% (322) 42% (384) 9Unfavorable of Trump 35% (40) 6% (69) 25% (282) 34% (379) 30Very Favorable of Trump 9% (49) 4% (75) 35% (89) 42% (230) 543Somewhat Favorable of Trump 4% (53) 8% (28) 36% (33) 42% (54) 368Somewhat Unfavorable of Trump 26% (58) 8% (7) 25% (56) 4% (93) 223Very Unfavorable of Trump 38% (343) 6% (52) 25% (226) 32% (287) 907#1 Issue: Economy 24% (40) 8% (45) 30% (76) 38% (226) 588#1 Issue: Security 3% (56) % (48) 29% (24) 47% (203) 430#1 Issue: Health Care 33% (27) 7% (26) 26% (02) 34% (3) 385#1 Issue: Medicare / Social Security 6% (49) 8% (23) 32% (97) 44% (3) 299#1 Issue: Women’s Issues 4% (50) 2% (3) 3% (38) 26% (3) 22#1 Issue: Education 27% (4) 3% (9) 24% (36) 36% (54) 5#1 Issue: Energy 30% (30) 7% (7) 32% (32) 32% (33) 02#1 Issue: Other 25% (33) 7% (9) 30% (38) 38% (49) 292018 House Vote: Democrat 35% (267) 7% (54) 25% (96) 33% (253) 7702018 House Vote: Republican 3% (90) 0% (69) 34% (227) 42% (285) 6722018 House Vote: Someone else 8% (20) 8% (8) 24% (27) 50% (56) 02018 House Vote: Didnt Vote 23% (46) 7% (47) 30% (94) 40% (263) 6502016 Vote: Hillary Clinton 36% (239) 7% (47) 25% (64) 32% (24) 6632016 Vote: Donald Trump 2% (78) 2% (80) 34% (225) 43% (286) 6682016 Vote: Someone else 22% (44) 4% (8) 30% (59) 43% (85) 962016 Vote: Didnt Vote 24% (64) 7% (44) 29% (96) 40% (27) 675



383

Table AVE14_3




Adults 24% (525) 8% (79) 29% (644) 39% (857) 2205Voted in 2014: Yes 23% (37) 9% (23) 30% (404) 38% (520) 364Voted in 2014: No 25% (208) 7% (56) 29% (240) 40% (337) 842012 Vote: Barack Obama 33% (268) 7% (56) 26% (26) 34% (276) 872012 Vote: Mitt Romney 0% (52) 0% (54) 34% (77) 46% (24) 5242012 Vote: Other 7% (7) 2% (2) 25% (26) 47% (48) 032012 Vote: Didn’t Vote 25% (88) 7% (56) 30% (225) 38% (289) 7584-Region: Northeast 22% (88) 8% (32) 27% (06) 43% (68) 3944-Region: Midwest 24% (09) 8% (36) 30% (37) 39% (82) 4634-Region: South 23% (92) 8% (69) 28% (235) 40% (330) 8264-Region: West 26% (36) 8% (43) 32% (66) 34% (77) 52Evangelical 20% (30) % (67) 32% (206) 37% (237) 640Non-Evangelical 25% (395) 7% (2) 28% (438) 40% (62) 565TV shows: Every day 26% (285) 7% (8) 30% (333) 36% (396) 095TV shows: Several times per week 26% (40) 8% (4) 29% (56) 37% (99) 536TV shows: About once per week 2% (28) % (5) 3% (42) 36% (49) 34TV shows: Several times per month 9% (22) 4% (6) 33% (37) 34% (38) 3TV shows: About once per month 7% (2) 8% (5) 6% (2) 60% (43) 7TV shows: Less often than once per month 8% (8) 8% (8) 28% (28) 46% (46) 00TV shows: Never 3% (20) 9% (3) 23% (36) 55% (86) 56Movies: Every day 33% (48) 9% (42) 32% (45) 26% (9) 455Movies: Several times per week 26% (44) 8% (44) 34% (88) 33% (82) 558Movies: About once per week 26% (95) 0% (36) 27% (97) 37% (33) 362Movies: Several times per month 23% (63) 7% (9) 30% (84) 4% (4) 28Movies: About once per month 6% (28) 8% (5) 3% (53) 44% (77) 72Movies: Less often than once per month 4% (30) 4% (8) 24% (5) 58% (22) 2Movies: Never 9% (6) 9% (6) 5% (24) 67% () 66


384





Adults 24% (525) 8% (79) 29% (644) 39% (857) 2205Sports: Every day 33% (66) 20% (4) 2% (4) 25% (50) 98Sports: Several times per week 28% (93) 9% (29) 34% (3) 29% (95) 330Sports: About once per week 20% (56) 0% (27) 34% (9) 36% (98) 272Sports: Several times per month 28% (44) 7% () 27% (42) 38% (60) 58Sports: About once per month 20% (3) 7% () 28% (42) 45% (67) 5Sports: Less often than once per month 25% (95) 6% (23) 33% (23) 36% (36) 378Sports: Never 9% (39) 5% (38) 27% (92) 49% (350) 78Cable: I currently subscribe 25% (254) 9% (87) 28% (284) 38% (390) 05Cable: I subscribed in the past 25% (98) 7% (52) 3% (248) 37% (294) 793Cable: I have never subscribed 8% (73) 0% (40) 28% () 44% (73) 397Satellite television: I currently subscribe 23% (4) 0% (48) 29% (45) 38% (86) 492Satellite television: I subscribed in the past 23% (63) 9% (66) 30% (23) 38% (268) 70Satellite television: I have never subscribed 25% (248) 6% (65) 28% (286) 40% (404) 003Streaming service: I currently subscribe 29% (362) 7% (83) 32% (388) 32% (396) 229Streaming service: I subscribed in the past 24% (60) 3% (32) 28% (72) 35% (90) 255Streaming service: I have never subscribed 4% (03) 9% (64) 25% (83) 5% (37) 72Film: An avid fan 34% (259) 8% (65) 32% (249) 26% (98) 770Film: A casual fan 20% (228) 7% (78) 30% (343) 44% (52) 6Film: Not a fan 4% (38) 3% (37) 9% (5) 54% (48) 274Television: An avid fan 27% (279) 8% (82) 3% (322) 34% (354) 038Television: A casual fan 2% (22) 8% (79) 29% (287) 43% (429) 006Television: Not a fan 2% (34) % (8) 2% (34) 46% (74) 6Music: An avid fan 29% (346) 8% (99) 29% (347) 33% (39) 82Music: A casual fan 7% (56) 7% (64) 3% (283) 45% (409) 92Music: Not a fan 2% (24) 5% (7) 2% (3) 52% (57) Fashion: An avid fan 38% (27) 3% (43) 29% (96) 20% (68) 334Fashion: A casual fan 25% (223) 7% (62) 30% (267) 38% (344) 896Fashion: Not a fan 8% (74) 8% (74) 29% (28) 46% (445) 975



385

Table AVE14_3




Adults 24% (525) 8% (79) 29% (644) 39% (857) 2205Sporting events: Every day 33% (66) 20% (4) 2% (4) 25% (50) 98Sporting events: Several times per week 28% (93) 9% (29) 34% (3) 29% (95) 330Sporting events: About once per week 20% (56) 0% (27) 34% (9) 36% (98) 272Sporting events: Several times per month 28% (44) 7% () 27% (42) 38% (60) 58Sporting events: About once per month 20% (3) 7% () 28% (42) 45% (67) 5Sporting events: Less often than once per month 25% (95) 6% (23) 33% (23) 36% (36) 378Sporting events: Never 9% (39) 5% (38) 27% (92) 49% (350) 78Cable television: I currently subscribe 25% (254) 9% (87) 28% (284) 38% (390) 05Cable television: I subscribed in the past 25% (98) 7% (52) 3% (248) 37% (294) 793Cable television: I have never subscribed 8% (73) 0% (40) 28% () 44% (73) 397Satellite television: I currently subscribe 23% (4) 0% (48) 29% (45) 38% (86) 492Satellite television: I subscribed in the past 23% (63) 9% (66) 30% (23) 38% (268) 70Satellite television: I have never subscribed 25% (248) 6% (65) 28% (286) 40% (404) 003Streaming service: I currently subscribe 29% (362) 7% (83) 32% (388) 32% (396) 229Streaming service: I subscribed in the past 24% (60) 3% (32) 28% (72) 35% (90) 255Streaming service: I have never subscribed 4% (03) 9% (64) 25% (83) 5% (37) 72Film: An avid fan 34% (259) 8% (65) 32% (249) 26% (98) 770Film: A casual fan 20% (228) 7% (78) 30% (343) 44% (52) 6Film: Not a fan 4% (38) 3% (37) 9% (5) 54% (48) 274Television: An avid fan 27% (279) 8% (82) 3% (322) 34% (354) 038Television: A casual fan 2% (22) 8% (79) 29% (287) 43% (429) 006Television: Not a fan 2% (34) % (8) 2% (34) 46% (74) 6Music: An avid fan 29% (346) 8% (99) 29% (347) 33% (39) 82Music: A casual fan 7% (56) 7% (64) 3% (283) 45% (409) 92Music: Not a fan 2% (24) 5% (7) 2% (3) 52% (57) Fashion: An avid fan 38% (27) 3% (43) 29% (96) 20% (68) 334Fashion: A casual fan 25% (223) 7% (62) 30% (267) 38% (344) 896Fashion: Not a fan 8% (74) 8% (74) 29% (28) 46% (445) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


386


Table AVE14_4: Should superhero movies have more or fewer leading title characters that represent each of the following groups, or do they have theright amount?Hispanic people



Adults 24% (539) 9% (88) 25% (55) 42% (926) 2205Gender: Male 25% (270) 9% (00) 27% (283) 39% (4) 064Gender: Female 24% (269) 8% (88) 23% (268) 45% (55) 4Age: 18-29 38% (78) 8% (39) 25% (9) 29% (35) 47Age: 30-44 28% (50) 0% (52) 27% (49) 35% (93) 544Age: 45-54 22% (86) 8% (33) 26% (04) 43% (69) 392Age: 55-64 9% (68) 9% (33) 23% (82) 49% (77) 360Age: 65+ 3% (57) 7% (3) 22% (97) 58% (252) 437Generation Z: 18-21 39% (65) 0% (7) 25% (42) 25% (4) 65Millennial: Age 22-37 33% (22) 8% (49) 27% (7) 32% (203) 635Generation X: Age 38-53 22% (25) 9% (49) 26% (50) 43% (243) 568Boomers: Age 54-72 7% (22) 9% (6) 22% (58) 52% (366) 706PID: Dem (no lean) 38% (275) 7% (54) 2% (53) 33% (24) 722PID: Ind (no lean) 22% (73) 6% (48) 25% (98) 48% (382) 800PID: Rep (no lean) 3% (9) 3% (87) 29% (20) 44% (303) 682PID/Gender: DemMen 40% (3) 8% (26) 25% (8) 27% (87) 324PID/Gender: DemWomen 36% (44) 7% (28) 8% (72) 39% (55) 398PID/Gender: Ind Men 23% (86) 4% (5) 25% (90) 48% (75) 366PID/Gender: Ind Women 20% (87) 8% (33) 25% (08) 48% (207) 434PID/Gender: Rep Men 4% (53) 6% (59) 30% (3) 40% (49) 374PID/Gender: Rep Women 2% (38) 9% (28) 29% (88) 50% (54) 308Ideo: Liberal (1-3) 40% (284) 9% (65) 20% (42) 3% (220) 70Ideo: Moderate (4) 25% (6) 6% (28) 26% (20) 43% (95) 459Ideo: Conservative (5-7) 4% (99) % (79) 29% (20) 46% (33) 78Educ: < College 2% (325) 9% (32) 27% (40) 43% (648) 56Educ: Bachelors degree 32% (44) 9% (39) 20% (87) 39% (75) 445Educ: Post-grad 28% (70) 7% (7) 22% (54) 42% (03) 245



387

Table AVE14_4




Adults 24% (539) 9% (88) 25% (55) 42% (926) 2205Income: Under 50k 25% (34) 0% (33) 25% (338) 4% (558) 37Income: 50k-100k 24% (38) 6% (32) 25% (4) 45% (253) 565Income: 100k+ 22% (60) 8% (23) 27% (72) 42% (4) 269Ethnicity: White 2% (355) 8% (44) 26% (44) 46% (785) 726Ethnicity: Hispanic 4% (43) 8% (29) 26% (90) 25% (88) 350Ethnicity: Afr. Am. 40% (0) % (29) 23% (63) 26% (72) 275Ethnicity: Other 36% (74) 7% (5) 23% (47) 34% (69) 204Relig: Protestant 20% (93) 7% (34) 26% (23) 47% (220) 47Relig: Roman Catholic 26% (99) 8% (30) 23% (88) 43% (62) 380Relig: Ath./Agn./None 27% (77) 8% (52) 23% (55) 42% (280) 664Relig: Something Else 26% (00) 0% (38) 26% (99) 38% (44) 382Relig: Jewish 25% (3) 4% (8) 25% (3) 36% (9) 53Relig: All Christian 23% (26) 8% (98) 26% (297) 43% (502) 59Relig: All Non-Christian 27% (278) 9% (90) 24% (254) 4% (424) 046Community: Urban 30% (87) % (68) 23% (39) 36% (224) 68Community: Suburban 25% (236) 7% (69) 26% (246) 4% (387) 939Community: Rural 8% (6) 8% (52) 26% (65) 49% (34) 648Employ: Private Sector 26% (62) 7% (46) 30% (85) 37% (233) 626Employ: Government 27% (42) 2% (9) 24% (38) 37% (57) 56Employ: Self-Employed 29% (6) 2% (25) 27% (56) 33% (68) 209Employ: Homemaker 24% (37) 2% (9) 26% (40) 37% (57) 53Employ: Student 45% (50) 7% (8) 27% (30) 2% (23) 2Employ: Retired 5% (7) 8% (39) 2% (0) 56% (272) 483Employ: Unemployed 26% (60) 7% (6) 24% (54) 43% (98) 229Employ: Other 23% (56) 7% (7) 20% (48) 49% (7) 237Military HH: Yes 26% (07) 8% (34) 24% (96) 42% (70) 406Military HH: No 24% (433) 9% (55) 25% (455) 42% (756) 799RD/WT: Right Direction 4% (20) 2% (03) 30% (254) 44% (374) 85RD/WT: Wrong Track 3% (420) 6% (86) 22% (297) 4% (552) 354


388





Adults 24% (539) 9% (88) 25% (55) 42% (926) 2205Trump Job Approve 3% (9) % (00) 30% (280) 46% (424) 924Trump Job Disapprove 35% (396) 7% (78) 22% (248) 37% (48) 40Trump Job Strongly Approve 0% (47) 4% (67) 3% (5) 46% (226) 490Trump Job Somewhat Approve 7% (72) 8% (34) 30% (30) 46% (98) 434Trump Job Somewhat Disapprove 3% (85) 6% (7) 27% (74) 35% (96) 272Trump Job Strongly Disapprove 36% (32) 7% (6) 20% (74) 37% (322) 868Favorable of Trump 2% (05) 2% (06) 3% (285) 46% (45) 9Unfavorable of Trump 36% (408) 7% (76) 2% (233) 37% (44) 30Very Favorable of Trump 0% (53) 4% (77) 30% (64) 46% (249) 543Somewhat Favorable of Trump 4% (52) 8% (29) 33% (20) 45% (66) 368Somewhat Unfavorable of Trump 33% (74) 6% (3) 23% (5) 38% (85) 223Very Unfavorable of Trump 37% (334) 7% (63) 20% (82) 36% (329) 907#1 Issue: Economy 26% (54) 8% (46) 27% (6) 39% (226) 588#1 Issue: Security 6% (67) 2% (53) 24% (05) 48% (205) 430#1 Issue: Health Care 32% (23) 7% (27) 23% (87) 38% (48) 385#1 Issue: Medicare / Social Security 2% (34) 8% (25) 26% (78) 54% (6) 299#1 Issue: Women’s Issues 4% (50) 5% (6) 29% (35) 25% (3) 22#1 Issue: Education 24% (36) 3% (20) 2% (32) 4% (63) 5#1 Issue: Energy 34% (35) 5% (5) 22% (23) 39% (40) 02#1 Issue: Other 3% (40) 5% (7) 23% (29) 4% (53) 292018 House Vote: Democrat 37% (282) 6% (48) 22% (68) 35% (272) 7702018 House Vote: Republican 4% (94) 2% (78) 29% (95) 45% (304) 6722018 House Vote: Someone else 6% (8) 8% (9) 8% (20) 58% (64) 02018 House Vote: Didnt Vote 22% (43) 8% (53) 26% (68) 44% (287) 6502016 Vote: Hillary Clinton 35% (234) 7% (47) 2% (43) 36% (240) 6632016 Vote: Donald Trump 2% (79) 3% (84) 30% (98) 46% (307) 6682016 Vote: Someone else 26% (52) 8% (6) 24% (47) 42% (82) 962016 Vote: Didnt Vote 26% (74) 6% (42) 24% (63) 44% (297) 675



389

Table AVE14_4




Adults 24% (539) 9% (88) 25% (55) 42% (926) 2205Voted in 2014: Yes 24% (326) 9% (26) 26% (35) 4% (56) 364Voted in 2014: No 25% (23) 7% (62) 24% (200) 43% (365) 842012 Vote: Barack Obama 32% (26) 7% (55) 24% (93) 38% (308) 872012 Vote: Mitt Romney % (58) 2% (63) 30% (55) 47% (248) 5242012 Vote: Other 6% (6) 2% (2) 6% (6) 57% (59) 032012 Vote: Didn’t Vote 27% (203) 8% (58) 25% (87) 4% (309) 7584-Region: Northeast 24% (93) 8% (32) 23% (9) 45% (79) 3944-Region: Midwest 23% (06) 7% (33) 26% (9) 44% (205) 4634-Region: South 22% (8) 0% (86) 24% (202) 43% (357) 8264-Region: West 30% (58) 7% (38) 27% (39) 36% (86) 52Evangelical 2% (35) 0% (67) 26% (69) 42% (269) 640Non-Evangelical 26% (404) 8% (22) 24% (382) 42% (657) 565TV shows: Every day 28% (303) 8% (93) 25% (278) 38% (420) 095TV shows: Several times per week 27% (42) 8% (45) 25% (33) 40% (25) 536TV shows: About once per week 8% (25) 6% (8) 34% (45) 42% (56) 34TV shows: Several times per month 8% (20) 3% (5) 23% (26) 46% (52) 3TV shows: About once per month 22% (5) 7% (5) 22% (6) 50% (36) 7TV shows: Less often than once per month 6% (6) 8% (8) 25% (25) 5% (5) 00TV shows: Never % (7) 0% (5) 8% (27) 62% (96) 56Movies: Every day 35% (57) 9% (40) 28% (27) 29% (3) 455Movies: Several times per week 25% (40) 9% (50) 29% (62) 37% (205) 558Movies: About once per week 30% (09) 0% (37) 22% (8) 37% (35) 362Movies: Several times per month 20% (55) 9% (25) 25% (69) 47% (3) 28Movies: About once per month 9% (34) 8% (3) 29% (49) 44% (76) 72Movies: Less often than once per month 8% (37) 5% (0) 9% (40) 59% (24) 2Movies: Never 4% (7) 8% (4) 4% (22) 74% (23) 66


390





Adults 24% (539) 9% (88) 25% (55) 42% (926) 2205Sports: Every day 35% (68) 3% (25) 23% (46) 30% (59) 98Sports: Several times per week 29% (95) % (35) 3% (02) 30% (98) 330Sports: About once per week 22% (6) % (29) 26% (70) 4% (2) 272Sports: Several times per month 30% (48) 5% (8) 24% (38) 40% (63) 58Sports: About once per month 9% (28) 0% (6) 23% (35) 47% (7) 5Sports: Less often than once per month 23% (87) 6% (24) 32% (2) 39% (46) 378Sports: Never 2% (5) 7% (5) 9% (40) 52% (377) 78Cable: I currently subscribe 25% (257) 9% (96) 25% (252) 40% (4) 05Cable: I subscribed in the past 25% (99) 8% (64) 26% (205) 4% (325) 793Cable: I have never subscribed 2% (83) 7% (29) 24% (94) 48% (9) 397Satellite television: I currently subscribe 23% (5) 2% (60) 23% (5) 4% (202) 492Satellite television: I subscribed in the past 24% (68) 8% (57) 28% (98) 4% (288) 70Satellite television: I have never subscribed 26% (256) 7% (7) 24% (239) 44% (436) 003Streaming service: I currently subscribe 3% (376) 8% (99) 24% (298) 37% (455) 229Streaming service: I subscribed in the past 20% (52) 3% (32) 28% (72) 39% (98) 255Streaming service: I have never subscribed 5% () 8% (57) 25% (80) 52% (373) 72Film: An avid fan 35% (272) 9% (66) 27% (207) 29% (225) 770Film: A casual fan 20% (235) 8% (92) 25% (293) 47% (54) 6Film: Not a fan 2% (32) % (30) 9% (5) 59% (60) 274Television: An avid fan 28% (288) 9% (90) 26% (272) 37% (388) 038Television: A casual fan 22% (225) 8% (83) 24% (244) 45% (454) 006Television: Not a fan 6% (26) 0% (6) 2% (34) 53% (85) 6Music: An avid fan 29% (347) 9% (04) 26% (303) 36% (428) 82Music: A casual fan 20% (79) 7% (64) 26% (237) 47% (432) 92Music: Not a fan 2% (3) 8% (20) % (2) 60% (66) Fashion: An avid fan 38% (26) 0% (35) 29% (96) 23% (77) 334Fashion: A casual fan 25% (226) 9% (83) 23% (203) 43% (384) 896Fashion: Not a fan 9% (87) 7% (7) 26% (252) 48% (465) 975



391

Table AVE14_4




Adults 24% (539) 9% (88) 25% (55) 42% (926) 2205Sporting events: Every day 35% (68) 3% (25) 23% (46) 30% (59) 98Sporting events: Several times per week 29% (95) % (35) 3% (02) 30% (98) 330Sporting events: About once per week 22% (6) % (29) 26% (70) 4% (2) 272Sporting events: Several times per month 30% (48) 5% (8) 24% (38) 40% (63) 58Sporting events: About once per month 9% (28) 0% (6) 23% (35) 47% (7) 5Sporting events: Less often than once per month 23% (87) 6% (24) 32% (2) 39% (46) 378Sporting events: Never 2% (5) 7% (5) 9% (40) 52% (377) 78Cable television: I currently subscribe 25% (257) 9% (96) 25% (252) 40% (4) 05Cable television: I subscribed in the past 25% (99) 8% (64) 26% (205) 4% (325) 793Cable television: I have never subscribed 2% (83) 7% (29) 24% (94) 48% (9) 397Satellite television: I currently subscribe 23% (5) 2% (60) 23% (5) 4% (202) 492Satellite television: I subscribed in the past 24% (68) 8% (57) 28% (98) 4% (288) 70Satellite television: I have never subscribed 26% (256) 7% (7) 24% (239) 44% (436) 003Streaming service: I currently subscribe 3% (376) 8% (99) 24% (298) 37% (455) 229Streaming service: I subscribed in the past 20% (52) 3% (32) 28% (72) 39% (98) 255Streaming service: I have never subscribed 5% () 8% (57) 25% (80) 52% (373) 72Film: An avid fan 35% (272) 9% (66) 27% (207) 29% (225) 770Film: A casual fan 20% (235) 8% (92) 25% (293) 47% (54) 6Film: Not a fan 2% (32) % (30) 9% (5) 59% (60) 274Television: An avid fan 28% (288) 9% (90) 26% (272) 37% (388) 038Television: A casual fan 22% (225) 8% (83) 24% (244) 45% (454) 006Television: Not a fan 6% (26) 0% (6) 2% (34) 53% (85) 6Music: An avid fan 29% (347) 9% (04) 26% (303) 36% (428) 82Music: A casual fan 20% (79) 7% (64) 26% (237) 47% (432) 92Music: Not a fan 2% (3) 8% (20) % (2) 60% (66) Fashion: An avid fan 38% (26) 0% (35) 29% (96) 23% (77) 334Fashion: A casual fan 25% (226) 9% (83) 23% (203) 43% (384) 896Fashion: Not a fan 9% (87) 7% (7) 26% (252) 48% (465) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


392


Table AVE14_5: Should superhero movies have more or fewer leading title characters that represent each of the following groups, or do they have theright amount?Black people



Adults 26% (566) 8% (76) 3% (677) 36% (786) 2205Gender: Male 27% (290) 9% (99) 32% (340) 3% (335) 064Gender: Female 24% (276) 7% (78) 29% (336) 40% (45) 4Age: 18-29 37% (73) 9% (43) 32% (53) 22% (0) 47Age: 30-44 33% (82) 8% (44) 30% (64) 28% (54) 544Age: 45-54 22% (87) 8% (30) 32% (27) 38% (48) 392Age: 55-64 7% (60) 0% (36) 27% (97) 46% (67) 360Age: 65+ 5% (65) 5% (22) 3% (36) 49% (25) 437Generation Z: 18-21 4% (68) % (9) 3% (5) 6% (27) 65Millennial: Age 22-37 35% (222) 8% (49) 32% (200) 26% (63) 635Generation X: Age 38-53 25% (39) 8% (43) 32% (84) 36% (202) 568Boomers: Age 54-72 7% (7) 8% (58) 28% (200) 47% (332) 706PID: Dem (no lean) 4% (298) 6% (46) 27% (94) 26% (85) 722PID: Ind (no lean) 22% (77) 7% (54) 30% (237) 42% (332) 800PID: Rep (no lean) 3% (9) % (77) 36% (246) 39% (268) 682PID/Gender: DemMen 44% (44) 7% (22) 3% (00) 8% (58) 324PID/Gender: DemWomen 39% (54) 6% (24) 23% (93) 32% (27) 398PID/Gender: Ind Men 25% (90) 6% (23) 28% (03) 4% (50) 366PID/Gender: Ind Women 20% (87) 7% (3) 3% (34) 42% (82) 434PID/Gender: Rep Men 5% (56) 4% (54) 37% (37) 34% (27) 374PID/Gender: Rep Women % (35) 7% (23) 35% (09) 46% (42) 308Ideo: Liberal (1-3) 4% (290) 9% (66) 26% (82) 24% (73) 70Ideo: Moderate (4) 26% (9) 5% (2) 33% (5) 37% (68) 459Ideo: Conservative (5-7) 5% (06) 9% (68) 35% (25) 4% (293) 78Educ: < College 23% (352) 9% (37) 32% (492) 35% (535) 56Educ: Bachelors degree 32% (4) 5% (23) 27% (9) 36% (62) 445Educ: Post-grad 30% (74) 7% (7) 27% (66) 36% (88) 245



393

Table AVE14_5




Adults 26% (566) 8% (76) 3% (677) 36% (786) 2205Income: Under 50k 26% (362) 9% (8) 30% (42) 35% (479) 37Income: 50k-100k 25% (39) 7% (40) 3% (75) 37% (2) 565Income: 100k+ 24% (65) 7% (8) 33% (90) 36% (96) 269Ethnicity: White 2% (356) 8% (35) 32% (558) 39% (677) 726Ethnicity: Hispanic 35% (2) 0% (35) 34% (8) 22% (76) 350Ethnicity: Afr. Am. 53% (45) 9% (24) 2% (59) 7% (48) 275Ethnicity: Other 32% (66) 9% (8) 29% (60) 30% (6) 204Relig: Protestant 20% (95) 7% (3) 32% (49) 4% (95) 47Relig: Roman Catholic 25% (94) 8% (3) 27% (03) 40% (52) 380Relig: Ath./Agn./None 28% (89) 8% (53) 29% (90) 35% (232) 664Relig: Something Else 29% () 7% (28) 33% (27) 30% (5) 382Relig: Jewish 20% () 5% (3) 37% (20) 38% (20) 53Relig: All Christian 23% (267) 8% (95) 3% (359) 38% (438) 59Relig: All Non-Christian 29% (300) 8% (82) 30% (37) 33% (347) 046Community: Urban 32% (98) 9% (57) 28% (70) 3% (93) 68Community: Suburban 26% (242) 7% (70) 3% (296) 35% (332) 939Community: Rural 20% (26) 8% (50) 33% (2) 40% (26) 648Employ: Private Sector 28% (76) 7% (42) 34% (23) 3% (94) 626Employ: Government 25% (40) % (8) 32% (49) 32% (49) 56Employ: Self-Employed 28% (59) 2% (25) 35% (73) 25% (52) 209Employ: Homemaker 23% (35) 9% (4) 30% (45) 38% (59) 53Employ: Student 47% (52) 0% (2) 3% (35) 2% (3) 2Employ: Retired 6% (76) 6% (27) 30% (46) 49% (235) 483Employ: Unemployed 29% (65) 9% (2) 24% (55) 38% (87) 229Employ: Other 27% (63) 7% (8) 25% (60) 4% (97) 237Military HH: Yes 27% () 6% (23) 29% (8) 38% (54) 406Military HH: No 25% (455) 9% (53) 3% (559) 35% (63) 799RD/WT: Right Direction 5% (28) 0% (89) 35% (30) 39% (333) 85RD/WT: Wrong Track 32% (438) 6% (87) 28% (376) 33% (452) 354


394





Adults 26% (566) 8% (76) 3% (677) 36% (786) 2205Trump Job Approve 2% (4) 0% (89) 37% (339) 4% (382) 924Trump Job Disapprove 38% (43) 6% (69) 27% (308) 29% (333) 40Trump Job Strongly Approve % (52) % (52) 38% (84) 4% (20) 490Trump Job Somewhat Approve 4% (62) 9% (37) 36% (54) 42% (8) 434Trump Job Somewhat Disapprove 3% (84) 6% (7) 36% (99) 27% (73) 272Trump Job Strongly Disapprove 40% (347) 6% (5) 24% (209) 30% (260) 868Favorable of Trump 3% (4) 0% (9) 37% (333) 4% (374) 9Unfavorable of Trump 38% (43) 7% (75) 26% (299) 29% (325) 30Very Favorable of Trump % (62) % (60) 38% (204) 40% (27) 543Somewhat Favorable of Trump 4% (52) 8% (3) 35% (28) 43% (57) 368Somewhat Unfavorable of Trump 29% (64) 8% (7) 35% (79) 28% (63) 223Very Unfavorable of Trump 40% (367) 6% (58) 24% (22) 29% (262) 907#1 Issue: Economy 27% (6) 7% (44) 34% (202) 3% (80) 588#1 Issue: Security 5% (64) % (47) 29% (26) 45% (93) 430#1 Issue: Health Care 34% (30) 7% (27) 27% (05) 32% (23) 385#1 Issue: Medicare / Social Security 8% (55) 8% (25) 30% (89) 43% (30) 299#1 Issue: Women’s Issues 40% (48) % (2) 34% (42) 25% (30) 22#1 Issue: Education 27% (40) 2% (8) 26% (40) 35% (53) 5#1 Issue: Energy 34% (35) 5% (5) 30% (3) 3% (3) 02#1 Issue: Other 26% (34) 7% (8) 32% (4) 35% (45) 292018 House Vote: Democrat 39% (300) 6% (50) 26% (200) 29% (220) 7702018 House Vote: Republican 4% (93) 9% (60) 36% (244) 4% (275) 6722018 House Vote: Someone else 8% (9) 7% (8) 26% (29) 49% (54) 02018 House Vote: Didnt Vote 24% (53) 9% (59) 3% (203) 36% (235) 6502016 Vote: Hillary Clinton 39% (260) 6% (4) 25% (68) 29% (94) 6632016 Vote: Donald Trump 3% (86) 0% (69) 36% (24) 4% (272) 6682016 Vote: Someone else 24% (48) 6% () 33% (65) 37% (72) 962016 Vote: Didnt Vote 25% (7) 8% (55) 30% (202) 37% (247) 675



395

Table AVE14_5




Adults 26% (566) 8% (76) 3% (677) 36% (786) 2205Voted in 2014: Yes 26% (353) 8% (08) 3% (42) 35% (482) 364Voted in 2014: No 25% (24) 8% (68) 30% (255) 36% (303) 842012 Vote: Barack Obama 35% (285) 6% (48) 28% (23) 3% (252) 872012 Vote: Mitt Romney 2% (63) 0% (52) 36% (86) 43% (223) 5242012 Vote: Other 7% (7) 8% (9) 24% (25) 5% (53) 032012 Vote: Didn’t Vote 27% (20) 9% (68) 3% (234) 34% (255) 7584-Region: Northeast 25% (97) 9% (34) 28% (0) 39% (53) 3944-Region: Midwest 24% (09) 7% (34) 32% (50) 37% (70) 4634-Region: South 25% (204) 9% (72) 29% (243) 37% (308) 8264-Region: West 30% (56) 7% (36) 33% (75) 30% (54) 52Evangelical 22% (38) 0% (65) 34% (29) 34% (26) 640Non-Evangelical 27% (428) 7% () 29% (457) 36% (569) 565TV shows: Every day 28% (307) 7% (76) 34% (369) 3% (343) 095TV shows: Several times per week 27% (46) 8% (4) 30% (59) 35% (90) 536TV shows: About once per week 25% (34) 9% (2) 28% (37) 38% (5) 34TV shows: Several times per month 9% (22) 6% (8) 36% (40) 29% (33) 3TV shows: About once per month 22% (6) 7% (5) 8% (3) 53% (38) 7TV shows: Less often than once per month 2% (2) 2% (2) 20% (2) 47% (47) 00TV shows: Never 4% (22) 8% (3) 23% (36) 55% (85) 56Movies: Every day 35% (60) 7% (34) 35% (60) 22% (02) 455Movies: Several times per week 26% (48) 9% (53) 34% (9) 30% (67) 558Movies: About once per week 30% (08) 7% (27) 3% (3) 32% (5) 362Movies: Several times per month 25% (69) 8% (22) 29% (80) 39% (09) 28Movies: About once per month 2% (36) 6% () 33% (57) 40% (68) 72Movies: Less often than once per month 7% (35) 6% (2) 25% (53) 53% () 2Movies: Never 7% (2) % (9) 4% (23) 68% (3) 66


396





Adults 26% (566) 8% (76) 3% (677) 36% (786) 2205Sports: Every day 38% (76) 4% (28) 29% (58) 8% (36) 98Sports: Several times per week 29% (96) 2% (38) 35% (5) 25% (8) 330Sports: About once per week 23% (62) 8% (2) 34% (9) 36% (97) 272Sports: Several times per month 29% (46) 5% (8) 32% (50) 35% (55) 58Sports: About once per month 2% (3) 0% (5) 29% (44) 40% (6) 5Sports: Less often than once per month 27% (04) 6% (2) 34% (28) 33% (25) 378Sports: Never 2% (5) 6% (45) 27% (9) 46% (33) 78Cable: I currently subscribe 28% (284) 8% (84) 29% (299) 34% (348) 05Cable: I subscribed in the past 26% (208) 7% (58) 33% (260) 34% (268) 793Cable: I have never subscribed 9% (75) 9% (34) 30% (8) 43% (70) 397Satellite television: I currently subscribe 24% (8) 0% (5) 30% (45) 36% (78) 492Satellite television: I subscribed in the past 26% (83) 9% (66) 3% (220) 34% (24) 70Satellite television: I have never subscribed 26% (265) 6% (60) 3% (3) 37% (367) 003Streaming service: I currently subscribe 3% (377) 7% (82) 32% (39) 3% (379) 229Streaming service: I subscribed in the past 24% (6) 3% (33) 32% (8) 3% (80) 255Streaming service: I have never subscribed 8% (28) 9% (6) 28% (205) 45% (327) 72Film: An avid fan 35% (273) 7% (54) 34% (26) 24% (82) 770Film: A casual fan 22% (255) 7% (8) 3% (362) 40% (463) 6Film: Not a fan 4% (38) 5% (4) 9% (53) 52% (4) 274Television: An avid fan 30% (30) 7% (72) 33% (342) 30% (34) 038Television: A casual fan 22% (224) 9% (86) 30% (304) 39% (392) 006Television: Not a fan 20% (33) 2% (9) 9% (30) 49% (79) 6Music: An avid fan 32% (382) 8% (9) 3% (364) 29% (345) 82Music: A casual fan 8% (67) 7% (66) 32% (295) 42% (383) 92Music: Not a fan 6% (7) 7% (9) 6% (7) 52% (57) Fashion: An avid fan 44% (46) 8% (28) 30% (99) 8% (62) 334Fashion: A casual fan 27% (243) 8% (69) 3% (274) 35% (30) 896Fashion: Not a fan 8% (77) 8% (80) 3% (304) 42% (43) 975



397

Table AVE14_5




Adults 26% (566) 8% (76) 3% (677) 36% (786) 2205Sporting events: Every day 38% (76) 4% (28) 29% (58) 8% (36) 98Sporting events: Several times per week 29% (96) 2% (38) 35% (5) 25% (8) 330Sporting events: About once per week 23% (62) 8% (2) 34% (9) 36% (97) 272Sporting events: Several times per month 29% (46) 5% (8) 32% (50) 35% (55) 58Sporting events: About once per month 2% (3) 0% (5) 29% (44) 40% (6) 5Sporting events: Less often than once per month 27% (04) 6% (2) 34% (28) 33% (25) 378Sporting events: Never 2% (5) 6% (45) 27% (9) 46% (33) 78Cable television: I currently subscribe 28% (284) 8% (84) 29% (299) 34% (348) 05Cable television: I subscribed in the past 26% (208) 7% (58) 33% (260) 34% (268) 793Cable television: I have never subscribed 9% (75) 9% (34) 30% (8) 43% (70) 397Satellite television: I currently subscribe 24% (8) 0% (5) 30% (45) 36% (78) 492Satellite television: I subscribed in the past 26% (83) 9% (66) 3% (220) 34% (24) 70Satellite television: I have never subscribed 26% (265) 6% (60) 3% (3) 37% (367) 003Streaming service: I currently subscribe 3% (377) 7% (82) 32% (39) 3% (379) 229Streaming service: I subscribed in the past 24% (6) 3% (33) 32% (8) 3% (80) 255Streaming service: I have never subscribed 8% (28) 9% (6) 28% (205) 45% (327) 72Film: An avid fan 35% (273) 7% (54) 34% (26) 24% (82) 770Film: A casual fan 22% (255) 7% (8) 3% (362) 40% (463) 6Film: Not a fan 4% (38) 5% (4) 9% (53) 52% (4) 274Television: An avid fan 30% (30) 7% (72) 33% (342) 30% (34) 038Television: A casual fan 22% (224) 9% (86) 30% (304) 39% (392) 006Television: Not a fan 20% (33) 2% (9) 9% (30) 49% (79) 6Music: An avid fan 32% (382) 8% (9) 3% (364) 29% (345) 82Music: A casual fan 8% (67) 7% (66) 32% (295) 42% (383) 92Music: Not a fan 6% (7) 7% (9) 6% (7) 52% (57) Fashion: An avid fan 44% (46) 8% (28) 30% (99) 8% (62) 334Fashion: A casual fan 27% (243) 8% (69) 3% (274) 35% (30) 896Fashion: Not a fan 8% (77) 8% (80) 3% (304) 42% (43) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


398


Table AVE14_6: Should superhero movies have more or fewer leading title characters that represent each of the following groups, or do they have theright amount?Minorities



Adults 25% (56) 7% (6) 28% (63) 39% (87) 2205Gender: Male 26% (273) 9% (96) 29% (32) 36% (384) 064Gender: Female 25% (287) 6% (65) 26% (30) 43% (487) 4Age: 18-29 34% (59) 8% (39) 3% (45) 27% (29) 47Age: 30-44 32% (75) 7% (40) 27% (46) 34% (83) 544Age: 45-54 25% (97) 6% (25) 29% (3) 40% (58) 392Age: 55-64 7% (60) 0% (35) 25% (90) 49% (75) 360Age: 65+ 6% (69) 5% (22) 27% (9) 52% (227) 437Generation Z: 18-21 34% (56) % (9) 29% (47) 26% (43) 65Millennial: Age 22-37 34% (24) 6% (36) 30% (88) 3% (97) 635Generation X: Age 38-53 26% (50) 7% (40) 28% (58) 39% (220) 568Boomers: Age 54-72 7% (22) 8% (56) 26% (84) 49% (344) 706PID: Dem (no lean) 4% (293) 7% (47) 23% (67) 30% (24) 722PID: Ind (no lean) 22% (73) 6% (45) 28% (225) 45% (358) 800PID: Rep (no lean) 4% (95) 0% (68) 32% (22) 44% (299) 682PID/Gender: DemMen 43% (39) 8% (25) 26% (83) 24% (78) 324PID/Gender: DemWomen 39% (55) 5% (22) 2% (85) 34% (37) 398PID/Gender: Ind Men 2% (77) 6% (2) 28% (04) 45% (64) 366PID/Gender: Ind Women 22% (96) 6% (24) 28% (2) 45% (94) 434PID/Gender: Rep Men 5% (58) 3% (49) 33% (25) 38% (42) 374PID/Gender: Rep Women 2% (37) 6% (9) 3% (96) 5% (57) 308Ideo: Liberal (1-3) 42% (300) 7% (52) 23% (64) 27% (95) 70Ideo: Moderate (4) 26% (8) 5% (23) 30% (39) 39% (80) 459Ideo: Conservative (5-7) 5% (07) 0% (68) 3% (22) 45% (32) 78Educ: < College 22% (340) 8% (7) 30% (454) 40% (605) 56Educ: Bachelors degree 32% (44) 6% (28) 23% (02) 38% (7) 445Educ: Post-grad 3% (76) 6% (6) 23% (57) 39% (96) 245



399

Table AVE14_6




Adults 25% (56) 7% (6) 28% (63) 39% (87) 2205Income: Under 50k 25% (346) 8% (09) 28% (386) 39% (53) 37Income: 50k-100k 26% (47) 6% (33) 27% (50) 4% (234) 565Income: 100k+ 25% (68) 7% (9) 29% (77) 39% (06) 269Ethnicity: White 22% (374) 7% (2) 29% (495) 43% (735) 726Ethnicity: Hispanic 35% (22) 7% (23) 32% (3) 26% (92) 350Ethnicity: Afr. Am. 43% (7) 9% (25) 24% (67) 24% (65) 275Ethnicity: Other 34% (69) 7% (4) 25% (5) 34% (70) 204Relig: Protestant 20% (95) 7% (32) 30% (40) 43% (204) 47Relig: Roman Catholic 23% (86) 8% (29) 28% (05) 42% (60) 380Relig: Ath./Agn./None 30% (98) 7% (49) 25% (65) 38% (253) 664Relig: Something Else 28% (06) 7% (26) 28% (08) 37% (42) 382Relig: Jewish 25% (4) 8% (4) 28% (5) 39% (2) 53Relig: All Christian 22% (257) 7% (85) 29% (34) 4% (476) 59Relig: All Non-Christian 29% (304) 7% (75) 26% (272) 38% (395) 046Community: Urban 32% (98) 8% (47) 26% (59) 35% (25) 68Community: Suburban 26% (243) 6% (60) 29% (270) 39% (366) 939Community: Rural 8% (9) 8% (54) 28% (84) 45% (29) 648Employ: Private Sector 29% (84) 6% (40) 30% (89) 34% (22) 626Employ: Government 25% (38) 3% (2) 27% (42) 35% (55) 56Employ: Self-Employed 28% (59) 7% (5) 35% (74) 29% (6) 209Employ: Homemaker 2% (32) 0% (6) 28% (42) 4% (63) 53Employ: Student 48% (54) 6% (7) 25% (27) 2% (23) 2Employ: Retired 7% (82) 5% (26) 27% (29) 5% (246) 483Employ: Unemployed 24% (55) 9% (2) 25% (58) 4% (95) 229Employ: Other 24% (57) 6% (4) 22% (52) 49% (5) 237Military HH: Yes 25% (03) 7% (30) 26% (08) 4% (66) 406Military HH: No 25% (458) 7% (30) 28% (506) 39% (705) 799RD/WT: Right Direction 4% (5) % (93) 32% (272) 44% (37) 85RD/WT: Wrong Track 33% (446) 5% (68) 25% (34) 37% (499) 354


400





Adults 25% (56) 7% (6) 28% (63) 39% (87) 2205Trump Job Approve 2% (3) 0% (89) 33% (309) 45% (43) 924Trump Job Disapprove 37% (422) 6% (63) 25% (285) 33% (37) 40Trump Job Strongly Approve 0% (49) % (54) 34% (66) 45% (22) 490Trump Job Somewhat Approve 5% (64) 8% (35) 33% (43) 44% (92) 434Trump Job Somewhat Disapprove 3% (85) 5% (4) 33% (89) 3% (84) 272Trump Job Strongly Disapprove 39% (337) 6% (49) 23% (95) 33% (287) 868Favorable of Trump 2% (0) 0% (9) 33% (30) 45% (409) 9Unfavorable of Trump 38% (430) 6% (63) 24% (277) 32% (36) 30Very Favorable of Trump % (6) 2% (63) 33% (8) 44% (239) 543Somewhat Favorable of Trump 4% (50) 8% (28) 33% (20) 46% (7) 368Somewhat Unfavorable of Trump 3% (70) 8% (8) 28% (63) 32% (72) 223Very Unfavorable of Trump 40% (360) 5% (44) 24% (24) 32% (289) 907#1 Issue: Economy 29% (72) 7% (39) 29% (68) 36% (209) 588#1 Issue: Security 2% (52) 0% (42) 28% (23) 50% (23) 430#1 Issue: Health Care 3% (9) 5% (2) 27% (05) 36% (40) 385#1 Issue: Medicare / Social Security 8% (54) 6% (9) 3% (93) 45% (33) 299#1 Issue: Women’s Issues 48% (58) 2% (2) 28% (34) 23% (28) 22#1 Issue: Education 27% (4) 2% (8) 23% (35) 38% (58) 5#1 Issue: Energy 3% (32) 8% (8) 24% (24) 37% (38) 02#1 Issue: Other 25% (33) 9% () 25% (33) 40% (52) 292018 House Vote: Democrat 39% (304) 5% (4) 23% (77) 32% (248) 7702018 House Vote: Republican 4% (96) 0% (67) 3% (2) 44% (297) 6722018 House Vote: Someone else % (2) 9% (0) 3% (34) 49% (54) 02018 House Vote: Didnt Vote 23% (49) 6% (42) 29% (89) 42% (27) 6502016 Vote: Hillary Clinton 40% (266) 5% (36) 22% (46) 33% (26) 6632016 Vote: Donald Trump 3% (88) % (72) 32% (25) 44% (292) 6682016 Vote: Someone else 26% (50) 5% (9) 32% (63) 38% (74) 962016 Vote: Didnt Vote 23% (55) 6% (44) 28% (88) 43% (288) 675



401

Table AVE14_6




Adults 25% (56) 7% (6) 28% (63) 39% (87) 2205Voted in 2014: Yes 26% (349) 8% (2) 28% (38) 38% (52) 364Voted in 2014: No 25% (2) 6% (48) 28% (232) 42% (349) 842012 Vote: Barack Obama 35% (287) 5% (43) 25% (204) 35% (283) 872012 Vote: Mitt Romney 2% (6) % (58) 32% (65) 46% (240) 5242012 Vote: Other 20% (20) 9% (9) 22% (23) 50% (5) 032012 Vote: Didn’t Vote 25% (92) 7% (5) 29% (22) 39% (294) 7584-Region: Northeast 25% (97) 7% (26) 25% (98) 44% (74) 3944-Region: Midwest 24% (0) 7% (32) 28% (32) 4% (90) 4634-Region: South 24% (97) 8% (68) 27% (226) 4% (336) 8264-Region: West 30% (57) 7% (36) 30% (58) 33% (7) 52Evangelical 22% (38) 9% (56) 3% (98) 39% (248) 640Non-Evangelical 27% (423) 7% (04) 27% (45) 40% (623) 565TV shows: Every day 29% (320) 6% (69) 29% (36) 36% (389) 095TV shows: Several times per week 27% (43) 7% (35) 29% (54) 38% (204) 536TV shows: About once per week 24% (32) 6% (8) 3% (4) 39% (53) 34TV shows: Several times per month 7% (20) 2% (3) 34% (38) 37% (42) 3TV shows: About once per month 5% (0) 6% (4) 24% (7) 56% (40) 7TV shows: Less often than once per month 7% (7) 0% (0) 9% (9) 54% (54) 00TV shows: Never 2% (9) 2% (9) 8% (28) 57% (89) 56Movies: Every day 34% (53) 8% (38) 29% (3) 29% (33) 455Movies: Several times per week 26% (48) 8% (44) 32% (80) 33% (86) 558Movies: About once per week 29% (05) 7% (25) 28% (00) 37% (32) 362Movies: Several times per month 26% (73) 6% (8) 28% (79) 40% () 28Movies: About once per month 9% (32) 6% (0) 29% (49) 47% (80) 72Movies: Less often than once per month 8% (39) 5% (0) 25% (52) 52% (0) 2Movies: Never 7% () 0% (6) 3% (2) 7% (8) 66


402





Adults 25% (56) 7% (6) 28% (63) 39% (87) 2205Sports: Every day 34% (67) 6% (3) 24% (48) 26% (52) 98Sports: Several times per week 3% (02) 8% (28) 32% (05) 29% (95) 330Sports: About once per week 22% (6) 6% (7) 3% (85) 40% (09) 272Sports: Several times per month 28% (44) 3% (5) 33% (52) 36% (57) 58Sports: About once per month 20% (29) 7% (0) 25% (37) 49% (74) 5Sports: Less often than once per month 28% (05) 5% (20) 3% (6) 36% (37) 378Sports: Never 2% (52) 7% (49) 24% (70) 48% (347) 78Cable: I currently subscribe 26% (263) 7% (75) 28% (284) 39% (393) 05Cable: I subscribed in the past 28% (22) 7% (54) 28% (22) 37% (297) 793Cable: I have never subscribed 9% (77) 8% (3) 27% (08) 46% (8) 397Satellite television: I currently subscribe 28% (36) 8% (39) 25% (2) 40% (97) 492Satellite television: I subscribed in the past 23% (60) 0% (68) 3% (220) 37% (262) 70Satellite television: I have never subscribed 26% (265) 5% (54) 27% (272) 4% (42) 003Streaming service: I currently subscribe 32% (392) 6% (72) 28% (349) 34% (46) 229Streaming service: I subscribed in the past 2% (53) 3% (32) 27% (70) 39% (00) 255Streaming service: I have never subscribed 6% (5) 8% (57) 27% (94) 49% (355) 72Film: An avid fan 35% (269) 7% (52) 3% (238) 27% (2) 770Film: A casual fan 22% (260) 7% (78) 27% (36) 44% (507) 6Film: Not a fan % (3) % (3) 2% (58) 56% (53) 274Television: An avid fan 30% (308) 6% (66) 30% (30) 34% (353) 038Television: A casual fan 22% (224) 8% (8) 27% (274) 42% (427) 006Television: Not a fan 8% (28) 8% (3) 8% (29) 56% (90) 6Music: An avid fan 3% (367) 7% (80) 28% (329) 34% (407) 82Music: A casual fan 20% (79) 7% (65) 30% (27) 43% (397) 92Music: Not a fan 4% (5) 4% (6) 2% (3) 60% (67) Fashion: An avid fan 39% (30) 9% (3) 28% (94) 24% (80) 334Fashion: A casual fan 27% (242) 7% (62) 27% (245) 39% (348) 896Fashion: Not a fan 9% (89) 7% (68) 28% (274) 46% (444) 975



403

Table AVE14_6




Adults 25% (56) 7% (6) 28% (63) 39% (87) 2205Sporting events: Every day 34% (67) 6% (3) 24% (48) 26% (52) 98Sporting events: Several times per week 3% (02) 8% (28) 32% (05) 29% (95) 330Sporting events: About once per week 22% (6) 6% (7) 3% (85) 40% (09) 272Sporting events: Several times per month 28% (44) 3% (5) 33% (52) 36% (57) 58Sporting events: About once per month 20% (29) 7% (0) 25% (37) 49% (74) 5Sporting events: Less often than once per month 28% (05) 5% (20) 3% (6) 36% (37) 378Sporting events: Never 2% (52) 7% (49) 24% (70) 48% (347) 78Cable television: I currently subscribe 26% (263) 7% (75) 28% (284) 39% (393) 05Cable television: I subscribed in the past 28% (22) 7% (54) 28% (22) 37% (297) 793Cable television: I have never subscribed 9% (77) 8% (3) 27% (08) 46% (8) 397Satellite television: I currently subscribe 28% (36) 8% (39) 25% (2) 40% (97) 492Satellite television: I subscribed in the past 23% (60) 0% (68) 3% (220) 37% (262) 70Satellite television: I have never subscribed 26% (265) 5% (54) 27% (272) 4% (42) 003Streaming service: I currently subscribe 32% (392) 6% (72) 28% (349) 34% (46) 229Streaming service: I subscribed in the past 2% (53) 3% (32) 27% (70) 39% (00) 255Streaming service: I have never subscribed 6% (5) 8% (57) 27% (94) 49% (355) 72Film: An avid fan 35% (269) 7% (52) 3% (238) 27% (2) 770Film: A casual fan 22% (260) 7% (78) 27% (36) 44% (507) 6Film: Not a fan % (3) % (3) 2% (58) 56% (53) 274Television: An avid fan 30% (308) 6% (66) 30% (30) 34% (353) 038Television: A casual fan 22% (224) 8% (8) 27% (274) 42% (427) 006Television: Not a fan 8% (28) 8% (3) 8% (29) 56% (90) 6Music: An avid fan 3% (367) 7% (80) 28% (329) 34% (407) 82Music: A casual fan 20% (79) 7% (65) 30% (27) 43% (397) 92Music: Not a fan 4% (5) 4% (6) 2% (3) 60% (67) Fashion: An avid fan 39% (30) 9% (3) 28% (94) 24% (80) 334Fashion: A casual fan 27% (242) 7% (62) 27% (245) 39% (348) 896Fashion: Not a fan 9% (89) 7% (68) 28% (274) 46% (444) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


404


Table AVE14_7: Should superhero movies have more or fewer leading title characters that represent each of the following groups, or do they have theright amount?Men



Adults 4% (34) 3% (284) 4% (90) 32% (697) 2205Gender: Male 7% (84) % (8) 44% (464) 28% (298) 064Gender: Female % (29) 5% (66) 39% (447) 35% (399) 4Age: 18-29 9% (89) 9% (90) 42% (96) 20% (96) 47Age: 30-44 9% (0) 4% (74) 44% (240) 24% (28) 544Age: 45-54 2% (48) 2% (45) 45% (76) 3% (23) 392Age: 55-64 % (39) 0% (35) 39% (4) 40% (46) 360Age: 65+ 8% (36) 9% (40) 36% (58) 47% (203) 437Generation Z: 18-21 22% (36) 23% (37) 38% (63) 7% (29) 65Millennial: Age 22-37 9% (23) 4% (9) 43% (273) 23% (48) 635Generation X: Age 38-53 3% (7) 3% (75) 46% (26) 28% (6) 568Boomers: Age 54-72 0% (7) 0% (70) 37% (264) 43% (30) 706PID: Dem (no lean) 6% (6) 2% (48) 40% (292) 23% (66) 722PID: Ind (no lean) 2% (95) % (88) 40% (323) 37% (295) 800PID: Rep (no lean) 5% (03) 7% (49) 43% (295) 35% (236) 682PID/Gender: DemMen 8% (60) 20% (64) 47% (5) 5% (50) 324PID/Gender: DemWomen 4% (56) 2% (84) 35% (4) 29% (7) 398PID/Gender: Ind Men 4% (52) 8% (30) 42% (53) 36% (3) 366PID/Gender: Ind Women 0% (43) 3% (58) 39% (70) 38% (64) 434PID/Gender: Rep Men 9% (73) 7% (25) 43% (59) 3% (7) 374PID/Gender: Rep Women 0% (30) 8% (24) 44% (36) 38% (8) 308Ideo: Liberal (1-3) 7% (9) 23% (62) 39% (274) 22% (55) 70Ideo: Moderate (4) % (49) 2% (55) 44% (203) 33% (53) 459Ideo: Conservative (5-7) 4% (0) 6% (43) 44% (39) 36% (255) 78Educ: < College 5% (22) 2% (75) 43% (648) 3% (47) 56Educ: Bachelors degree 5% (65) 5% (67) 38% (69) 32% (44) 445Educ: Post-grad % (28) 7% (42) 38% (93) 33% (82) 245



405

Table AVE14_7




Adults 4% (34) 3% (284) 4% (90) 32% (697) 2205Income: Under 50k 5% (22) 3% (82) 40% (548) 3% (430) 37Income: 50k-100k 2% (66) 3% (74) 43% (242) 32% (83) 565Income: 100k+ 3% (36) % (28) 45% (2) 3% (84) 269Ethnicity: White 3% (22) % (94) 42% (730) 34% (580) 726Ethnicity: Hispanic 20% (69) 23% (80) 40% (40) 7% (6) 350Ethnicity: Afr. Am. 2% (59) 9% (5) 38% (04) 22% (6) 275Ethnicity: Other 6% (34) 9% (39) 37% (76) 27% (56) 204Relig: Protestant 2% (55) 9% (42) 43% (204) 36% (70) 47Relig: Roman Catholic 6% (59) % (42) 40% (53) 33% (26) 380Relig: Ath./Agn./None 3% (87) 5% (02) 40% (268) 3% (206) 664Relig: Something Else 3% (5) 7% (65) 43% (63) 27% (03) 382Relig: Jewish 6% (8) 3% (7) 37% (20) 34% (8) 53Relig: All Christian 5% (75) 0% (7) 4% (480) 33% (387) 59Relig: All Non-Christian 3% (39) 6% (67) 4% (43) 30% (309) 046Community: Urban 5% (95) 7% (05) 39% (242) 29% (76) 68Community: Suburban 3% (24) 3% (26) 43% (408) 30% (280) 939Community: Rural 5% (94) 8% (53) 40% (260) 37% (240) 648Employ: Private Sector 6% (00) 2% (77) 44% (277) 27% (72) 626Employ: Government 22% (35) 4% (22) 38% (59) 26% (40) 56Employ: Self-Employed 20% (4) 4% (28) 45% (93) 22% (46) 209Employ: Homemaker 4% (2) 0% (6) 47% (7) 30% (45) 53Employ: Student 7% (9) 3% (35) 38% (42) 5% (7) 2Employ: Retired 8% (37) 0% (46) 38% (8) 45% (28) 483Employ: Unemployed 3% (29) 4% (3) 43% (98) 3% (70) 229Employ: Other 3% (32) 2% (29) 37% (88) 37% (88) 237Military HH: Yes 6% (66) 3% (53) 38% (56) 32% (32) 406Military HH: No 4% (248) 3% (23) 42% (755) 3% (565) 799RD/WT: Right Direction 7% (43) 6% (52) 44% (374) 33% (283) 85RD/WT: Wrong Track 3% (7) 7% (233) 40% (536) 3% (44) 354


406





Adults 4% (34) 3% (284) 4% (90) 32% (697) 2205Trump Job Approve 5% (34) 6% (52) 46% (426) 34% (32) 924Trump Job Disapprove 4% (59) 9% (22) 39% (448) 27% (32) 40Trump Job Strongly Approve 6% (80) 4% (8) 45% (220) 35% (72) 490Trump Job Somewhat Approve 2% (54) 8% (33) 48% (207) 32% (40) 434Trump Job Somewhat Disapprove 6% (42) 6% (43) 44% (9) 25% (69) 272Trump Job Strongly Disapprove 3% (7) 2% (78) 38% (329) 28% (243) 868Favorable of Trump 5% (33) 5% (50) 46% (420) 34% (308) 9Unfavorable of Trump 4% (6) 20% (22) 39% (440) 27% (309) 30Very Favorable of Trump 6% (84) 5% (27) 45% (246) 34% (86) 543Somewhat Favorable of Trump 3% (49) 6% (24) 47% (74) 33% (22) 368Somewhat Unfavorable of Trump 8% (39) 3% (30) 39% (88) 30% (66) 223Very Unfavorable of Trump 3% (22) 2% (90) 39% (352) 27% (242) 907#1 Issue: Economy 5% (88) 2% (70) 45% (262) 28% (67) 588#1 Issue: Security % (48) 0% (42) 40% (73) 39% (67) 430#1 Issue: Health Care 6% (60) 6% (6) 40% (55) 28% (08) 385#1 Issue: Medicare / Social Security 9% (27) 0% (29) 44% (32) 37% () 299#1 Issue: Women’s Issues 9% () 27% (33) 43% (52) 2% (26) 22#1 Issue: Education 22% (34) 2% (9) 35% (52) 30% (46) 5#1 Issue: Energy 2% (22) 4% (4) 4% (42) 24% (25) 02#1 Issue: Other 8% (24) 3% (7) 32% (4) 37% (47) 292018 House Vote: Democrat 5% (2) 20% (54) 39% (303) 26% (20) 7702018 House Vote: Republican 4% (95) 6% (42) 44% (293) 36% (242) 6722018 House Vote: Someone else 2% (3) 6% (6) 35% (39) 47% (52) 02018 House Vote: Didnt Vote 4% (94) 3% (8) 42% (274) 3% (20) 6502016 Vote: Hillary Clinton 3% (87) 20% (32) 39% (26) 28% (83) 6632016 Vote: Donald Trump 4% (93) 5% (36) 45% (298) 36% (242) 6682016 Vote: Someone else 5% (29) 0% (9) 42% (83) 33% (65) 962016 Vote: Didnt Vote 5% (04) 4% (98) 40% (267) 3% (206) 675



407

Table AVE14_7




Adults 4% (34) 3% (284) 4% (90) 32% (697) 2205Voted in 2014: Yes 4% (98) 2% (70) 4% (560) 32% (436) 364Voted in 2014: No 4% (6) 4% (4) 42% (350) 3% (26) 842012 Vote: Barack Obama 4% (4) 6% (35) 4% (332) 29% (237) 872012 Vote: Mitt Romney 3% (67) 5% (27) 44% (233) 38% (97) 5242012 Vote: Other 5% (5) 6% (6) 40% (4) 40% (4) 032012 Vote: Didn’t Vote 5% (7) 5% (7) 40% (305) 29% (29) 7584-Region: Northeast 3% (5) 2% (47) 40% (59) 35% (37) 3944-Region: Midwest 3% (6) 2% (55) 42% (96) 33% (5) 4634-Region: South 4% (7) % (9) 42% (344) 33% (275) 8264-Region: West 6% (85) 8% (9) 4% (22) 26% (33) 52Evangelical 7% (08) 9% (58) 43% (274) 3% (99) 640Non-Evangelical 3% (206) 4% (226) 4% (636) 32% (497) 565TV shows: Every day 6% (72) 2% (33) 44% (482) 28% (307) 095TV shows: Several times per week 2% (66) 6% (87) 4% (29) 3% (64) 536TV shows: About once per week % (4) % (5) 48% (64) 30% (4) 34TV shows: Several times per month 8% (20) 2% (3) 4% (46) 30% (33) 3TV shows: About once per month 9% (7) 6% (2) 28% (20) 46% (33) 7TV shows: Less often than once per month 0% (0) % () 36% (36) 43% (43) 00TV shows: Never 5% (24) 8% (3) 28% (43) 48% (76) 56Movies: Every day 22% (99) 0% (48) 46% (209) 22% (99) 455Movies: Several times per week 5% (8) 6% (89) 44% (246) 25% (42) 558Movies: About once per week 4% (52) 8% (66) 40% (46) 27% (98) 362Movies: Several times per month 3% (35) % (32) 42% (7) 34% (96) 28Movies: About once per month 3% (22) % (9) 40% (70) 36% (62) 72Movies: Less often than once per month 7% (6) 9% (20) 36% (77) 47% (99) 2Movies: Never 5% (9) 7% () 27% (46) 60% (00) 66


408





Adults 4% (34) 3% (284) 4% (90) 32% (697) 2205Sports: Every day 39% (76) 0% (20) 34% (67) 8% (35) 98Sports: Several times per week 7% (55) 2% (40) 5% (68) 2% (68) 330Sports: About once per week 0% (26) % (3) 46% (25) 33% (90) 272Sports: Several times per month 3% (20) 3% (20) 45% (7) 29% (46) 58Sports: About once per month % (6) % (7) 45% (68) 33% (50) 5Sports: Less often than once per month % (4) 6% (6) 45% (70) 28% (06) 378Sports: Never % (78) 3% (96) 34% (24) 42% (303) 78Cable: I currently subscribe 5% (56) 2% (25) 4% (420) 3% (34) 05Cable: I subscribed in the past 2% (94) 5% (2) 43% (338) 30% (24) 793Cable: I have never subscribed 6% (63) 9% (38) 39% (53) 36% (43) 397Satellite television: I currently subscribe 7% (84) 0% (50) 40% (96) 33% (62) 492Satellite television: I subscribed in the past 4% (99) 4% (98) 43% (302) 30% (2) 70Satellite television: I have never subscribed 3% (3) 4% (36) 4% (43) 32% (323) 003Streaming service: I currently subscribe 4% (73) 4% (78) 45% (556) 26% (323) 229Streaming service: I subscribed in the past 22% (55) 3% (34) 35% (90) 30% (76) 255Streaming service: I have never subscribed 2% (86) 0% (73) 37% (265) 4% (298) 72Film: An avid fan 20% (54) 4% (04) 48% (367) 9% (45) 770Film: A casual fan % (33) 4% (59) 39% (45) 36% (49) 6Film: Not a fan 0% (27) 8% (2) 34% (93) 48% (33) 274Television: An avid fan 7% (8) 2% (23) 45% (472) 25% (262) 038Television: A casual fan % (07) 4% (46) 39% (388) 36% (365) 006Television: Not a fan 6% (25) 0% (6) 3% (50) 43% (70) 6Music: An avid fan 7% (205) 5% (78) 42% (493) 26% (307) 82Music: A casual fan 0% (89) 0% (96) 43% (394) 37% (333) 92Music: Not a fan 8% (20) 0% () 2% (24) 5% (56) Fashion: An avid fan 23% (78) 20% (67) 39% (32) 7% (58) 334Fashion: A casual fan 5% (36) 4% (25) 4% (363) 30% (272) 896Fashion: Not a fan 0% (99) 9% (93) 43% (46) 38% (367) 975



409

Table AVE14_7




Adults 4% (34) 3% (284) 4% (90) 32% (697) 2205Sporting events: Every day 39% (76) 0% (20) 34% (67) 8% (35) 98Sporting events: Several times per week 7% (55) 2% (40) 5% (68) 2% (68) 330Sporting events: About once per week 0% (26) % (3) 46% (25) 33% (90) 272Sporting events: Several times per month 3% (20) 3% (20) 45% (7) 29% (46) 58Sporting events: About once per month % (6) % (7) 45% (68) 33% (50) 5Sporting events: Less often than once per month % (4) 6% (6) 45% (70) 28% (06) 378Sporting events: Never % (78) 3% (96) 34% (24) 42% (303) 78Cable television: I currently subscribe 5% (56) 2% (25) 4% (420) 3% (34) 05Cable television: I subscribed in the past 2% (94) 5% (2) 43% (338) 30% (24) 793Cable television: I have never subscribed 6% (63) 9% (38) 39% (53) 36% (43) 397Satellite television: I currently subscribe 7% (84) 0% (50) 40% (96) 33% (62) 492Satellite television: I subscribed in the past 4% (99) 4% (98) 43% (302) 30% (2) 70Satellite television: I have never subscribed 3% (3) 4% (36) 4% (43) 32% (323) 003Streaming service: I currently subscribe 4% (73) 4% (78) 45% (556) 26% (323) 229Streaming service: I subscribed in the past 22% (55) 3% (34) 35% (90) 30% (76) 255Streaming service: I have never subscribed 2% (86) 0% (73) 37% (265) 4% (298) 72Film: An avid fan 20% (54) 4% (04) 48% (367) 9% (45) 770Film: A casual fan % (33) 4% (59) 39% (45) 36% (49) 6Film: Not a fan 0% (27) 8% (2) 34% (93) 48% (33) 274Television: An avid fan 7% (8) 2% (23) 45% (472) 25% (262) 038Television: A casual fan % (07) 4% (46) 39% (388) 36% (365) 006Television: Not a fan 6% (25) 0% (6) 3% (50) 43% (70) 6Music: An avid fan 7% (205) 5% (78) 42% (493) 26% (307) 82Music: A casual fan 0% (89) 0% (96) 43% (394) 37% (333) 92Music: Not a fan 8% (20) 0% () 2% (24) 5% (56) Fashion: An avid fan 23% (78) 20% (67) 39% (32) 7% (58) 334Fashion: A casual fan 5% (36) 4% (25) 4% (363) 30% (272) 896Fashion: Not a fan 0% (99) 9% (93) 43% (46) 38% (367) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


410


Table AVE14_8: Should superhero movies have more or fewer leading title characters that represent each of the following groups, or do they have theright amount?Women



Adults 3% (683) 7% (46) 33% (722) 30% (654) 2205Gender: Male 33% (348) 7% (77) 34% (364) 26% (275) 064Gender: Female 29% (335) 6% (69) 3% (358) 33% (379) 4Age: 18-29 4% (94) 8% (38) 33% (55) 8% (84) 47Age: 30-44 38% (206) 8% (4) 33% (78) 22% (8) 544Age: 45-54 29% (2) 7% (27) 36% (40) 29% (3) 392Age: 55-64 20% (73) 7% (24) 33% (20) 40% (43) 360Age: 65+ 22% (98) 3% (5) 29% (28) 45% (96) 437Generation Z: 18-21 42% (69) 9% (5) 34% (56) 5% (25) 65Millennial: Age 22-37 40% (252) 8% (49) 32% (20) 2% (33) 635Generation X: Age 38-53 3% (74) 7% (39) 36% (207) 26% (48) 568Boomers: Age 54-72 23% (63) 5% (38) 30% (23) 4% (292) 706PID: Dem (no lean) 43% (30) 6% (45) 30% (27) 2% (50) 722PID: Ind (no lean) 28% (225) 5% (43) 32% (254) 35% (278) 800PID: Rep (no lean) 22% (48) 8% (58) 37% (250) 33% (226) 682PID/Gender: DemMen 46% (48) 7% (24) 34% (0) 3% (42) 324PID/Gender: DemWomen 4% (6) 5% (2) 27% (07) 27% (08) 398PID/Gender: Ind Men 29% (07) 5% (7) 32% (6) 35% (27) 366PID/Gender: Ind Women 27% (9) 6% (26) 32% (39) 35% (5) 434PID/Gender: Rep Men 25% (93) 0% (36) 37% (38) 28% (06) 374PID/Gender: Rep Women 8% (55) 7% (22) 36% (2) 39% (20) 308Ideo: Liberal (1-3) 45% (323) 8% (55) 29% (203) 8% (30) 70Ideo: Moderate (4) 34% (54) 5% (2) 3% (43) 3% (4) 459Ideo: Conservative (5-7) 9% (37) 7% (5) 39% (278) 35% (252) 78Educ: < College 29% (440) 7% (00) 35% (527) 30% (448) 56Educ: Bachelors degree 36% (60) 7% (33) 27% (2) 29% (30) 445Educ: Post-grad 34% (83) 5% (2) 30% (74) 3% (75) 245



411

Table AVE14_8




Adults 3% (683) 7% (46) 33% (722) 30% (654) 2205Income: Under 50k 32% (443) 7% (0) 32% (440) 28% (388) 37Income: 50k-100k 3% (74) 5% (27) 32% (83) 32% (80) 565Income: 100k+ 25% (66) 7% (8) 36% (98) 32% (87) 269Ethnicity: White 28% (476) 7% (4) 34% (583) 32% (552) 726Ethnicity: Hispanic 42% (48) 9% (30) 35% (22) 4% (5) 350Ethnicity: Afr. Am. 44% (22) 8% (22) 30% (83) 7% (48) 275Ethnicity: Other 42% (86) 4% (9) 27% (55) 26% (54) 204Relig: Protestant 26% (23) 5% (22) 34% (6) 35% (65) 47Relig: Roman Catholic 32% (22) 7% (25) 29% (09) 33% (24) 380Relig: Ath./Agn./None 33% (22) 6% (42) 33% (27) 28% (84) 664Relig: Something Else 33% (25) 9% (33) 34% (29) 25% (94) 382Relig: Jewish 28% (5) 0% (5) 28% (5) 34% (8) 53Relig: All Christian 29% (336) 6% (70) 32% (376) 32% (376) 59Relig: All Non-Christian 33% (347) 7% (75) 33% (346) 27% (278) 046Community: Urban 33% (205) 8% (48) 32% (200) 27% (66) 68Community: Suburban 33% (309) 6% (55) 33% (33) 28% (262) 939Community: Rural 26% (69) 7% (43) 32% (209) 35% (226) 648Employ: Private Sector 3% (95) 7% (43) 36% (227) 26% (6) 626Employ: Government 32% (50) 3% (20) 30% (47) 25% (39) 56Employ: Self-Employed 3% (65) % (22) 39% (82) 9% (40) 209Employ: Homemaker 28% (43) 9% (3) 36% (54) 28% (43) 53Employ: Student 59% (66) 3% (3) 25% (28) 3% (4) 2Employ: Retired 24% (4) 4% (8) 29% (39) 44% (22) 483Employ: Unemployed 33% (76) 6% (4) 30% (69) 30% (70) 229Employ: Other 32% (76) 5% (2) 3% (75) 3% (75) 237Military HH: Yes 33% (35) 8% (33) 29% (6) 30% (23) 406Military HH: No 30% (548) 6% (3) 34% (606) 30% (532) 799RD/WT: Right Direction 22% (89) 8% (68) 38% (320) 32% (274) 85RD/WT: Wrong Track 37% (495) 6% (78) 30% (40) 28% (380) 354


412





Adults 3% (683) 7% (46) 33% (722) 30% (654) 2205Trump Job Approve 2% (92) 8% (75) 37% (346) 34% (3) 924Trump Job Disapprove 40% (460) 5% (62) 30% (338) 25% (280) 40Trump Job Strongly Approve 8% (89) 8% (40) 38% (87) 35% (73) 490Trump Job Somewhat Approve 24% (03) 8% (35) 37% (59) 32% (37) 434Trump Job Somewhat Disapprove 39% (07) 4% (2) 35% (97) 2% (57) 272Trump Job Strongly Disapprove 4% (353) 6% (50) 28% (242) 26% (223) 868Favorable of Trump 20% (78) 8% (75) 38% (350) 34% (308) 9Unfavorable of Trump 4% (467) 6% (66) 29% (327) 24% (270) 30Very Favorable of Trump 7% (93) 0% (53) 39% (24) 34% (83) 543Somewhat Favorable of Trump 23% (85) 6% (22) 37% (36) 34% (25) 368Somewhat Unfavorable of Trump 36% (8) 8% (8) 3% (70) 24% (54) 223Very Unfavorable of Trump 43% (386) 5% (48) 28% (257) 24% (26) 907#1 Issue: Economy 33% (9) 7% (42) 36% (22) 24% (42) 588#1 Issue: Security 20% (86) 9% (37) 32% (38) 39% (69) 430#1 Issue: Health Care 39% (50) 5% (9) 29% (3) 27% (02) 385#1 Issue: Medicare / Social Security 25% (76) 5% (4) 34% (02) 36% (07) 299#1 Issue: Women’s Issues 44% (54) 2% (3) 35% (43) 8% (22) 22#1 Issue: Education 34% (5) 2% (8) 23% (35) 3% (47) 5#1 Issue: Energy 38% (39) 4% (4) 35% (36) 22% (23) 02#1 Issue: Other 28% (36) 6% (8) 32% (4) 33% (43) 292018 House Vote: Democrat 42% (326) 6% (48) 27% (209) 24% (87) 7702018 House Vote: Republican 2% (4) 7% (47) 37% (245) 35% (238) 6722018 House Vote: Someone else 24% (26) % (3) 24% (27) 4% (45) 02018 House Vote: Didnt Vote 29% (88) 6% (39) 37% (240) 28% (83) 6502016 Vote: Hillary Clinton 42% (280) 5% (35) 27% (76) 26% (72) 6632016 Vote: Donald Trump 20% (35) 9% (57) 36% (24) 35% (235) 6682016 Vote: Someone else 25% (49) 5% (0) 39% (77) 3% (6) 962016 Vote: Didnt Vote 32% (28) 7% (44) 34% (227) 28% (86) 675



413

Table AVE14_8




Adults 3% (683) 7% (46) 33% (722) 30% (654) 2205Voted in 2014: Yes 30% (408) 7% (92) 33% (446) 3% (48) 364Voted in 2014: No 33% (275) 6% (54) 33% (276) 28% (236) 842012 Vote: Barack Obama 38% (33) 6% (46) 29% (240) 27% (28) 872012 Vote: Mitt Romney 9% (98) 8% (40) 38% (97) 36% (89) 5242012 Vote: Other 20% (2) 0% (0) 28% (29) 42% (44) 032012 Vote: Didn’t Vote 33% (252) 6% (49) 34% (256) 27% (20) 7584-Region: Northeast 28% () 6% (24) 3% (22) 35% (37) 3944-Region: Midwest 29% (36) 5% (24) 34% (57) 32% (46) 4634-Region: South 3% (252) 8% (62) 32% (26) 30% (250) 8264-Region: West 35% (85) 7% (36) 35% (8) 23% (20) 52Evangelical 28% (78) 7% (47) 35% (227) 29% (88) 640Non-Evangelical 32% (505) 6% (99) 32% (495) 30% (466) 565TV shows: Every day 35% (383) 7% (76) 32% (349) 26% (287) 095TV shows: Several times per week 32% (7) 5% (29) 34% (80) 29% (56) 536TV shows: About once per week 27% (36) 9% (2) 38% (5) 26% (35) 34TV shows: Several times per month 7% (9) 2% (3) 43% (49) 28% (3) 3TV shows: About once per month 27% (20) 8% (6) 23% (6) 4% (30) 7TV shows: Less often than once per month 22% (22) 3% (3) 34% (34) 4% (4) 00TV shows: Never 2% (33) 5% (8) 27% (42) 47% (73) 56Movies: Every day 4% (87) 8% (35) 33% (52) 8% (8) 455Movies: Several times per week 32% (8) 7% (40) 36% (203) 24% (33) 558Movies: About once per week 37% (32) 7% (26) 30% (0) 26% (94) 362Movies: Several times per month 28% (77) 6% (6) 33% (92) 34% (95) 28Movies: About once per month 23% (39) 7% (3) 37% (64) 33% (57) 72Movies: Less often than once per month 2% (43) 4% (9) 3% (64) 45% (94) 2Movies: Never 4% (24) 4% (7) 22% (36) 60% (00) 66


414





Adults 3% (683) 7% (46) 33% (722) 30% (654) 2205Sports: Every day 44% (88) 2% (24) 27% (54) 6% (32) 98Sports: Several times per week 34% (3) 6% (20) 40% (32) 9% (64) 330Sports: About once per week 27% (74) % (29) 32% (88) 30% (80) 272Sports: Several times per month 34% (53) 7% () 33% (52) 27% (42) 58Sports: About once per month 26% (39) 8% (3) 33% (49) 33% (50) 5Sports: Less often than once per month 32% (20) 4% (4) 39% (46) 26% (97) 378Sports: Never 27% (96) 5% (34) 28% (200) 40% (288) 78Cable: I currently subscribe 32% (330) 7% (69) 32% (329) 28% (288) 05Cable: I subscribed in the past 3% (245) 7% (56) 33% (263) 29% (229) 793Cable: I have never subscribed 27% (09) 5% (2) 33% (30) 34% (37) 397Satellite television: I currently subscribe 30% (48) 8% (39) 3% (52) 3% (53) 492Satellite television: I subscribed in the past 30% (26) 8% (60) 34% (245) 27% (89) 70Satellite television: I have never subscribed 32% (39) 5% (47) 32% (325) 3% (32) 003Streaming service: I currently subscribe 35% (429) 7% (84) 34% (44) 25% (302) 229Streaming service: I subscribed in the past 3% (79) 8% (2) 34% (88) 26% (67) 255Streaming service: I have never subscribed 24% (76) 6% (4) 30% (220) 39% (284) 72Film: An avid fan 42% (323) 8% (63) 32% (247) 8% (36) 770Film: A casual fan 28% (328) 5% (64) 33% (380) 34% (390) 6Film: Not a fan 2% (32) 7% (9) 35% (95) 47% (28) 274Television: An avid fan 36% (378) 7% (68) 33% (340) 24% (252) 038Television: A casual fan 27% (267) 6% (65) 34% (338) 33% (336) 006Television: Not a fan 24% (39) 8% (3) 27% (43) 4% (66) 6Music: An avid fan 37% (44) 7% (80) 32% (384) 23% (277) 82Music: A casual fan 25% (229) 6% (54) 33% (303) 36% (327) 92Music: Not a fan 2% (4) % (2) 3% (35) 45% (50) Fashion: An avid fan 46% (55) 9% (30) 32% (06) 3% (44) 334Fashion: A casual fan 32% (285) 7% (64) 33% (296) 28% (25) 896Fashion: Not a fan 25% (244) 5% (52) 33% (320) 37% (359) 975



415

Table AVE14_8




Adults 3% (683) 7% (46) 33% (722) 30% (654) 2205Sporting events: Every day 44% (88) 2% (24) 27% (54) 6% (32) 98Sporting events: Several times per week 34% (3) 6% (20) 40% (32) 9% (64) 330Sporting events: About once per week 27% (74) % (29) 32% (88) 30% (80) 272Sporting events: Several times per month 34% (53) 7% () 33% (52) 27% (42) 58Sporting events: About once per month 26% (39) 8% (3) 33% (49) 33% (50) 5Sporting events: Less often than once per month 32% (20) 4% (4) 39% (46) 26% (97) 378Sporting events: Never 27% (96) 5% (34) 28% (200) 40% (288) 78Cable television: I currently subscribe 32% (330) 7% (69) 32% (329) 28% (288) 05Cable television: I subscribed in the past 3% (245) 7% (56) 33% (263) 29% (229) 793Cable television: I have never subscribed 27% (09) 5% (2) 33% (30) 34% (37) 397Satellite television: I currently subscribe 30% (48) 8% (39) 3% (52) 3% (53) 492Satellite television: I subscribed in the past 30% (26) 8% (60) 34% (245) 27% (89) 70Satellite television: I have never subscribed 32% (39) 5% (47) 32% (325) 3% (32) 003Streaming service: I currently subscribe 35% (429) 7% (84) 34% (44) 25% (302) 229Streaming service: I subscribed in the past 3% (79) 8% (2) 34% (88) 26% (67) 255Streaming service: I have never subscribed 24% (76) 6% (4) 30% (220) 39% (284) 72Film: An avid fan 42% (323) 8% (63) 32% (247) 8% (36) 770Film: A casual fan 28% (328) 5% (64) 33% (380) 34% (390) 6Film: Not a fan 2% (32) 7% (9) 35% (95) 47% (28) 274Television: An avid fan 36% (378) 7% (68) 33% (340) 24% (252) 038Television: A casual fan 27% (267) 6% (65) 34% (338) 33% (336) 006Television: Not a fan 24% (39) 8% (3) 27% (43) 4% (66) 6Music: An avid fan 37% (44) 7% (80) 32% (384) 23% (277) 82Music: A casual fan 25% (229) 6% (54) 33% (303) 36% (327) 92Music: Not a fan 2% (4) % (2) 3% (35) 45% (50) Fashion: An avid fan 46% (55) 9% (30) 32% (06) 3% (44) 334Fashion: A casual fan 32% (285) 7% (64) 33% (296) 28% (25) 896Fashion: Not a fan 25% (244) 5% (52) 33% (320) 37% (359) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


416


Table AVE14_9: Should superhero movies have more or fewer leading title characters that represent each of the following groups, or do they have theright amount?LGBTQ people



Adults 9% (426) 7% (377) 7% (372) 47% (030) 2205Gender: Male 7% (86) 2% (220) 9% (200) 43% (459) 064Gender: Female 2% (24) 4% (58) 5% (72) 50% (57) 4Age: 18-29 29% (35) 7% (8) 20% (96) 34% (60) 47Age: 30-44 25% (37) 8% (97) 20% (08) 37% (203) 544Age: 45-54 6% (62) 3% (52) 2% (83) 50% (95) 392Age: 55-64 3% (45) 20% (74) % (38) 56% (203) 360Age: 65+ % (48) 7% (74) % (47) 6% (268) 437Generation Z: 18-21 34% (55) 20% (33) 2% (35) 25% (4) 65Millennial: Age 22-37 27% (73) 6% (99) 20% (28) 37% (235) 635Generation X: Age 38-53 8% (02) 6% (92) 2% (7) 45% (257) 568Boomers: Age 54-72 2% (87) 7% (2) % (79) 59% (420) 706PID: Dem (no lean) 33% (237) % (82) 6% (9) 39% (285) 722PID: Ind (no lean) 8% (45) % (84) 9% (54) 52% (47) 800PID: Rep (no lean) 7% (45) 3% (2) 5% (99) 48% (328) 682PID/Gender: DemMen 32% (03) 5% (50) 9% (63) 33% (08) 324PID/Gender: DemWomen 34% (34) 8% (32) 4% (56) 44% (76) 398PID/Gender: Ind Men 5% (54) 2% (44) 2% (77) 52% (9) 366PID/Gender: Ind Women 2% (9) 9% (4) 8% (77) 52% (227) 434PID/Gender: Rep Men 8% (28) 34% (26) 6% (60) 43% (60) 374PID/Gender: Rep Women 5% (6) 27% (85) 3% (39) 54% (68) 308Ideo: Liberal (1-3) 38% (273) 3% (96) 6% () 32% (230) 70Ideo: Moderate (4) 7% (76) 0% (48) 20% (94) 53% (24) 459Ideo: Conservative (5-7) 6% (40) 28% (204) 6% () 5% (363) 78Educ: < College 7% (259) 7% (250) 8% (273) 48% (733) 56Educ: Bachelors degree 25% (2) 9% (85) 4% (64) 4% (84) 445Educ: Post-grad 22% (55) 7% (42) 4% (34) 46% (3) 245



417

Table AVE14_9




Adults 9% (426) 7% (377) 7% (372) 47% (030) 2205Income: Under 50k 9% (262) 7% (230) 7% (229) 47% (649) 37Income: 50k-100k 2% (7) 6% (93) 7% (97) 46% (259) 565Income: 100k+ 8% (47) 20% (54) 7% (46) 45% (22) 269Ethnicity: White 8% (309) 7% (295) 6% (283) 49% (838) 726Ethnicity: Hispanic 30% (04) 8% (64) 22% (79) 30% (04) 350Ethnicity: Afr. Am. 25% (68) 8% (5) 9% (5) 38% (04) 275Ethnicity: Other 24% (49) 5% (3) 9% (38) 43% (87) 204Relig: Protestant % (52) 26% (23) 5% (73) 47% (223) 47Relig: Roman Catholic 20% (78) 7% (65) 3% (49) 50% (88) 380Relig: Ath./Agn./None 27% (79) 0% (68) 7% (6) 45% (30) 664Relig: Something Else 22% (83) 5% (57) 20% (75) 44% (67) 382Relig: Jewish 20% () 8% (4) 9% (0) 53% (28) 53Relig: All Christian 4% (64) 22% (253) 6% (8) 48% (56) 59Relig: All Non-Christian 25% (262) 2% (25) 8% (9) 45% (468) 046Community: Urban 23% (43) 7% (03) 8% () 42% (26) 68Community: Suburban 2% (99) 6% (53) 6% (55) 46% (433) 939Community: Rural 3% (85) 9% (2) 6% (06) 52% (336) 648Employ: Private Sector 9% (9) 7% (04) 22% (37) 43% (266) 626Employ: Government 22% (35) 22% (35) 4% (22) 4% (64) 56Employ: Self-Employed 22% (46) 20% (42) 7% (36) 4% (85) 209Employ: Homemaker 20% (30) 22% (34) 8% (28) 40% (6) 53Employ: Student 42% (47) 9% (2) 6% (8) 23% (26) 2Employ: Retired % (54) 9% (9) % (55) 59% (283) 483Employ: Unemployed 22% (5) 2% (27) 5% (35) 5% (7) 229Employ: Other 8% (44) 0% (24) 8% (42) 54% (27) 237Military HH: Yes 8% (73) 9% (77) 5% (59) 48% (97) 406Military HH: No 20% (353) 7% (300) 7% (32) 46% (833) 799RD/WT: Right Direction 9% (73) 25% (22) 8% (50) 49% (45) 85RD/WT: Wrong Track 26% (353) 2% (65) 6% (22) 45% (64) 354


418





Adults 9% (426) 7% (377) 7% (372) 47% (030) 2205Trump Job Approve 7% (6) 26% (240) 7% (60) 50% (463) 924Trump Job Disapprove 3% (355) % (25) 6% (84) 42% (477) 40Trump Job Strongly Approve 5% (25) 30% (49) 4% (7) 50% (245) 490Trump Job Somewhat Approve 8% (36) 2% (9) 2% (90) 50% (27) 434Trump Job Somewhat Disapprove 22% (60) 4% (37) 20% (54) 45% (22) 272Trump Job Strongly Disapprove 34% (295) 0% (88) 5% (30) 4% (355) 868Favorable of Trump 7% (65) 27% (244) 7% (58) 49% (444) 9Unfavorable of Trump 3% (346) % (25) 6% (82) 42% (477) 30Very Favorable of Trump 6% (34) 29% (60) 5% (82) 49% (268) 543Somewhat Favorable of Trump 8% (3) 23% (84) 2% (76) 48% (77) 368Somewhat Unfavorable of Trump 5% (33) 6% (36) 7% (38) 52% (5) 223Very Unfavorable of Trump 35% (33) 0% (88) 6% (43) 40% (362) 907#1 Issue: Economy 7% (02) 6% (95) 2% (26) 45% (264) 588#1 Issue: Security 8% (34) 27% (5) 3% (54) 53% (228) 430#1 Issue: Health Care 28% (09) 9% (36) 5% (59) 47% (8) 385#1 Issue: Medicare / Social Security 3% (39) 7% (50) 5% (46) 55% (64) 299#1 Issue: Women’s Issues 38% (46) % (4) 20% (24) 3% (37) 22#1 Issue: Education 25% (38) 8% (27) 4% (2) 43% (65) 5#1 Issue: Energy 30% (3) 7% (7) 20% (2) 33% (33) 02#1 Issue: Other 2% (27) 8% (23) 7% (22) 44% (57) 292018 House Vote: Democrat 32% (249) % (82) 7% (29) 40% (30) 7702018 House Vote: Republican 7% (49) 29% (93) 6% (05) 48% (325) 6722018 House Vote: Someone else 3% (4) 3% (4) 7% (9) 57% (63) 02018 House Vote: Didnt Vote 8% (5) 3% (86) 8% (9) 5% (33) 6502016 Vote: Hillary Clinton 33% (22) 8% (53) 6% (04) 43% (285) 6632016 Vote: Donald Trump 6% (43) 30% (98) 6% (07) 48% (320) 6682016 Vote: Someone else 9% (37) 2% (24) 2% (4) 48% (94) 962016 Vote: Didnt Vote 9% (25) 5% (02) 7% (8) 49% (330) 675



419

Table AVE14_9




Adults 9% (426) 7% (377) 7% (372) 47% (030) 2205Voted in 2014: Yes 9% (26) 9% (263) 7% (229) 45% (6) 364Voted in 2014: No 20% (66) 4% (4) 7% (43) 50% (48) 842012 Vote: Barack Obama 27% (224) 0% (78) 9% (56) 44% (358) 872012 Vote: Mitt Romney 7% (38) 32% (67) 4% (73) 47% (245) 5242012 Vote: Other 0% () 9% (20) 7% (8) 63% (65) 032012 Vote: Didn’t Vote 20% (53) 5% (2) 8% (35) 47% (358) 7584-Region: Northeast 20% (79) 2% (49) 7% (67) 5% (200) 3944-Region: Midwest 8% (83) 4% (64) 7% (79) 5% (237) 4634-Region: South 7% (37) 2% (72) 6% (32) 47% (385) 8264-Region: West 25% (28) 8% (92) 8% (93) 40% (208) 52Evangelical 0% (62) 27% (74) 7% (06) 47% (298) 640Non-Evangelical 23% (364) 3% (204) 7% (266) 47% (732) 565TV shows: Every day 22% (243) 5% (68) 8% (96) 45% (488) 095TV shows: Several times per week 2% (0) 9% (02) 6% (85) 45% (239) 536TV shows: About once per week 7% (22) 6% (2) 7% (23) 50% (67) 34TV shows: Several times per month 4% (6) 20% (22) 24% (27) 42% (48) 3TV shows: About once per month 9% (6) 20% (4) 0% (7) 6% (43) 7TV shows: Less often than once per month 2% (2) 23% (23) 7% (7) 47% (47) 00TV shows: Never 0% (6) 7% (27) 0% (6) 62% (97) 56Movies: Every day 24% () 8% (80) 22% (00) 36% (65) 455Movies: Several times per week 2% (8) 9% (06) 8% (98) 42% (236) 558Movies: About once per week 23% (83) 8% (64) 5% (54) 44% (6) 362Movies: Several times per month 6% (46) 6% (45) 8% (50) 50% (39) 28Movies: About once per month 7% (29) 9% (34) 5% (26) 49% (84) 72Movies: Less often than once per month 2% (25) 4% (29) % (23) 63% (33) 2Movies: Never 9% (4) 2% (20) 2% (9) 68% (2) 66


420





Adults 9% (426) 7% (377) 7% (372) 47% (030) 2205Sports: Every day 24% (47) 2% (42) 3% (26) 42% (83) 98Sports: Several times per week 9% (6) 23% (76) 23% (76) 36% (7) 330Sports: About once per week 7% (47) 4% (39) 8% (50) 50% (36) 272Sports: Several times per month 20% (32) 7% (26) 8% (29) 45% (7) 58Sports: About once per month 7% (25) 9% (29) 5% (23) 49% (74) 5Sports: Less often than once per month 22% (85) 4% (53) 20% (75) 44% (65) 378Sports: Never 8% (30) 6% () 3% (93) 53% (384) 78Cable: I currently subscribe 20% (200) 6% (59) 7% (77) 47% (478) 05Cable: I subscribed in the past 20% (58) 8% (46) 8% (40) 44% (350) 793Cable: I have never subscribed 7% (68) 8% (72) 4% (55) 5% (202) 397Satellite television: I currently subscribe 9% (93) 8% (87) 6% (79) 47% (233) 492Satellite television: I subscribed in the past 9% (35) 9% (34) 7% (8) 45% (323) 70Satellite television: I have never subscribed 20% (98) 6% (57) 7% (74) 47% (474) 003Streaming service: I currently subscribe 25% (33) 8% (222) 7% (20) 39% (484) 229Streaming service: I subscribed in the past 3% (32) 20% (50) 22% (56) 46% (6) 255Streaming service: I have never subscribed % (8) 5% (05) 5% (06) 59% (429) 72Film: An avid fan 27% (209) 7% (32) 2% (64) 34% (264) 770Film: A casual fan 7% (92) 7% (93) 5% (69) 52% (607) 6Film: Not a fan 9% (25) 9% (52) 4% (38) 58% (59) 274Television: An avid fan 22% (230) 5% (60) 9% (96) 44% (453) 038Television: A casual fan 7% (74) 9% (89) 5% (5) 49% (493) 006Television: Not a fan 4% (23) 8% (29) 6% (25) 52% (84) 6Music: An avid fan 25% (29) 5% (80) 8% (27) 42% (494) 82Music: A casual fan 4% (24) 9% (75) 6% (42) 52% (47) 92Music: Not a fan 0% () 9% (2) 2% (3) 59% (65) Fashion: An avid fan 32% (08) 4% (48) 22% (74) 3% (04) 334Fashion: A casual fan 20% (75) 6% (4) 8% (59) 47% (422) 896Fashion: Not a fan 5% (44) 9% (88) 4% (39) 52% (504) 975



421

Table AVE14_9




Adults 9% (426) 7% (377) 7% (372) 47% (030) 2205Sporting events: Every day 24% (47) 2% (42) 3% (26) 42% (83) 98Sporting events: Several times per week 9% (6) 23% (76) 23% (76) 36% (7) 330Sporting events: About once per week 7% (47) 4% (39) 8% (50) 50% (36) 272Sporting events: Several times per month 20% (32) 7% (26) 8% (29) 45% (7) 58Sporting events: About once per month 7% (25) 9% (29) 5% (23) 49% (74) 5Sporting events: Less often than once per month 22% (85) 4% (53) 20% (75) 44% (65) 378Sporting events: Never 8% (30) 6% () 3% (93) 53% (384) 78Cable television: I currently subscribe 20% (200) 6% (59) 7% (77) 47% (478) 05Cable television: I subscribed in the past 20% (58) 8% (46) 8% (40) 44% (350) 793Cable television: I have never subscribed 7% (68) 8% (72) 4% (55) 5% (202) 397Satellite television: I currently subscribe 9% (93) 8% (87) 6% (79) 47% (233) 492Satellite television: I subscribed in the past 9% (35) 9% (34) 7% (8) 45% (323) 70Satellite television: I have never subscribed 20% (98) 6% (57) 7% (74) 47% (474) 003Streaming service: I currently subscribe 25% (33) 8% (222) 7% (20) 39% (484) 229Streaming service: I subscribed in the past 3% (32) 20% (50) 22% (56) 46% (6) 255Streaming service: I have never subscribed % (8) 5% (05) 5% (06) 59% (429) 72Film: An avid fan 27% (209) 7% (32) 2% (64) 34% (264) 770Film: A casual fan 7% (92) 7% (93) 5% (69) 52% (607) 6Film: Not a fan 9% (25) 9% (52) 4% (38) 58% (59) 274Television: An avid fan 22% (230) 5% (60) 9% (96) 44% (453) 038Television: A casual fan 7% (74) 9% (89) 5% (5) 49% (493) 006Television: Not a fan 4% (23) 8% (29) 6% (25) 52% (84) 6Music: An avid fan 25% (29) 5% (80) 8% (27) 42% (494) 82Music: A casual fan 4% (24) 9% (75) 6% (42) 52% (47) 92Music: Not a fan 0% () 9% (2) 2% (3) 59% (65) Fashion: An avid fan 32% (08) 4% (48) 22% (74) 3% (04) 334Fashion: A casual fan 20% (75) 6% (4) 8% (59) 47% (422) 896Fashion: Not a fan 5% (44) 9% (88) 4% (39) 52% (504) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


422


Table AVE14_10: Should superhero movies have more or fewer leading title characters that represent each of the following groups, or do they have theright amount?Christians



Adults 8% (402) % (249) 23% (497) 48% (057) 2205Gender: Male 2% (29) 2% (25) 24% (258) 43% (462) 064Gender: Female 6% (83) % (24) 2% (239) 52% (595) 4Age: 18-29 9% (88) 7% (79) 28% (3) 37% (73) 47Age: 30-44 7% (9) 4% (78) 25% (37) 44% (237) 544Age: 45-54 2% (84) 8% (33) 20% (80) 50% (95) 392Age: 55-64 7% (63) 9% (32) 20% (70) 54% (96) 360Age: 65+ 7% (76) 6% (27) 8% (78) 59% (256) 437Generation Z: 18-21 2% (34) 7% (28) 28% (46) 35% (57) 65Millennial: Age 22-37 7% (09) 5% (97) 27% (70) 4% (259) 635Generation X: Age 38-53 9% (08) % (62) 23% (28) 48% (270) 568Boomers: Age 54-72 8% (25) 8% (53) 8% (29) 57% (400) 706PID: Dem (no lean) 7% (24) 5% (07) 25% (78) 43% (32) 722PID: Ind (no lean) 3% (05) % (85) 23% (84) 53% (426) 800PID: Rep (no lean) 25% (72) 8% (57) 20% (35) 47% (39) 682PID/Gender: DemMen 2% (67) 8% (59) 26% (84) 35% (4) 324PID/Gender: DemWomen 4% (57) 2% (49) 24% (94) 50% (99) 398PID/Gender: Ind Men 4% (50) 9% (34) 26% (93) 52% (89) 366PID/Gender: Ind Women 3% (55) 2% (5) 2% (9) 55% (237) 434PID/Gender: Rep Men 27% (02) 9% (32) 22% (8) 43% (60) 374PID/Gender: Rep Women 23% (7) 8% (25) 8% (54) 5% (59) 308Ideo: Liberal (1-3) 6% (3) 20% (40) 23% (66) 4% (29) 70Ideo: Moderate (4) 7% (76) 9% (4) 24% (2) 50% (23) 459Ideo: Conservative (5-7) 24% (73) 6% (44) 2% (49) 49% (352) 78Educ: < College 7% (254) % (73) 23% (35) 49% (737) 56Educ: Bachelors degree 20% (88) 3% (56) 2% (96) 46% (205) 445Educ: Post-grad 24% (60) 8% (9) 2% (5) 47% (5) 245



423

Table AVE14_10




Adults 8% (402) % (249) 23% (497) 48% (057) 2205Income: Under 50k 9% (256) 2% (63) 23% (30) 47% (642) 37Income: 50k-100k 8% (0) % (63) 22% (23) 49% (278) 565Income: 100k+ 7% (45) 9% (24) 24% (64) 5% (37) 269Ethnicity: White 7% (286) % (97) 22% (383) 50% (860) 726Ethnicity: Hispanic 9% (67) 5% (5) 29% (0) 37% (3) 350Ethnicity: Afr. Am. 3% (85) 0% (28) 23% (64) 36% (99) 275Ethnicity: Other 5% (32) 2% (24) 25% (50) 48% (99) 204Relig: Protestant 29% (34) 5% (26) 20% (94) 46% (27) 47Relig: Roman Catholic 4% (54) 8% (30) 25% (94) 53% (202) 380Relig: Ath./Agn./None % (75) 6% (05) 23% (5) 50% (333) 664Relig: Something Else % (42) 6% (62) 23% (88) 50% (90) 382Relig: Jewish 7% (9) 6% (8) 4% (8) 53% (28) 53Relig: All Christian 25% (286) 7% (82) 22% (258) 46% (534) 59Relig: All Non-Christian % (6) 6% (67) 23% (239) 50% (523) 046Community: Urban 8% (3) 4% (85) 24% (46) 44% (274) 68Community: Suburban 8% (7) % (99) 23% (24) 48% (454) 939Community: Rural 8% (7) 0% (65) 2% (37) 5% (329) 648Employ: Private Sector 9% (20) 2% (72) 25% (58) 44% (276) 626Employ: Government 6% (25) 7% (26) 20% (3) 47% (73) 56Employ: Self-Employed 23% (48) 8% (7) 25% (52) 44% (92) 209Employ: Homemaker 6% (24) 6% (24) 25% (38) 44% (67) 53Employ: Student 2% (24) 22% (24) 28% (3) 29% (33) 2Employ: Retired 7% (8) 8% (39) 7% (84) 58% (279) 483Employ: Unemployed 8% (4) % (26) 26% (60) 45% (02) 229Employ: Other 6% (39) 9% (2) 8% (43) 56% (34) 237Military HH: Yes 2% (83) % (43) 8% (74) 5% (206) 406Military HH: No 8% (38) % (206) 24% (423) 47% (85) 799RD/WT: Right Direction 22% (88) 9% (79) 23% (94) 46% (39) 85RD/WT: Wrong Track 6% (24) 3% (70) 22% (304) 49% (666) 354


424





Adults 8% (402) % (249) 23% (497) 48% (057) 2205Trump Job Approve 23% (26) 7% (68) 23% (20) 47% (430) 924Trump Job Disapprove 4% (64) 5% (72) 23% (267) 47% (537) 40Trump Job Strongly Approve 26% (29) 7% (36) 22% (05) 45% (220) 490Trump Job Somewhat Approve 20% (87) 8% (33) 24% (05) 48% (209) 434Trump Job Somewhat Disapprove 6% (44) 2% (32) 26% (7) 46% (25) 272Trump Job Strongly Disapprove 4% (20) 6% (40) 23% (96) 47% (42) 868Favorable of Trump 23% (20) 8% (69) 23% (208) 47% (424) 9Unfavorable of Trump 5% (74) 5% (7) 23% (255) 47% (530) 30Very Favorable of Trump 26% (42) 7% (37) 22% (9) 45% (245) 543Somewhat Favorable of Trump 8% (68) 9% (32) 24% (89) 49% (79) 368Somewhat Unfavorable of Trump 7% (38) % (25) 23% (5) 49% (09) 223Very Unfavorable of Trump 5% (36) 6% (46) 23% (204) 46% (42) 907#1 Issue: Economy 9% (3) % (62) 24% (4) 46% (272) 588#1 Issue: Security 22% (93) 7% (3) 20% (88) 5% (28) 430#1 Issue: Health Care 9% (74) 0% (37) 24% (93) 47% (8) 385#1 Issue: Medicare / Social Security 8% (55) 0% (3) 8% (55) 53% (58) 299#1 Issue: Women’s Issues 3% (5) 20% (24) 26% (32) 4% (50) 22#1 Issue: Education 3% (20) 8% (27) 2% (3) 48% (73) 5#1 Issue: Energy 4% (4) 9% (9) 27% (27) 40% (4) 02#1 Issue: Other 4% (8) 4% (8) 24% (30) 49% (63) 292018 House Vote: Democrat 6% (22) 6% (20) 25% (89) 44% (339) 7702018 House Vote: Republican 25% (7) 7% (45) 2% (44) 46% (32) 6722018 House Vote: Someone else 0% () % (2) 22% (24) 57% (63) 02018 House Vote: Didnt Vote 5% (97) % (7) 2% (40) 53% (342) 6502016 Vote: Hillary Clinton 5% (0) 5% (00) 24% (59) 46% (303) 6632016 Vote: Donald Trump 25% (67) 7% (48) 20% (36) 47% (37) 6682016 Vote: Someone else 3% (26) 3% (25) 25% (48) 49% (97) 962016 Vote: Didnt Vote 6% (07) % (76) 23% (54) 50% (338) 675



425

Table AVE14_10




Adults 8% (402) % (249) 23% (497) 48% (057) 2205Voted in 2014: Yes 20% (279) % (45) 22% (299) 47% (64) 364Voted in 2014: No 5% (23) 2% (04) 24% (99) 49% (46) 842012 Vote: Barack Obama 6% (30) 4% () 23% (90) 47% (386) 872012 Vote: Mitt Romney 25% (33) 7% (36) 20% (05) 48% (25) 5242012 Vote: Other 22% (23) 8% (9) % () 58% (60) 032012 Vote: Didn’t Vote 5% (6) 2% (93) 25% (92) 47% (357) 7584-Region: Northeast 6% (64) 0% (38) 22% (88) 52% (204) 3944-Region: Midwest 7% (77) 2% (55) 22% (0) 50% (230) 4634-Region: South 22% (83) % (95) 22% (84) 44% (364) 8264-Region: West 5% (78) 2% (6) 24% (25) 50% (258) 52Evangelical 34% (26) 7% (46) 8% (5) 4% (263) 640Non-Evangelical 2% (86) 3% (203) 24% (382) 5% (794) 565TV shows: Every day 2% (225) 0% (08) 24% (264) 45% (498) 095TV shows: Several times per week 7% (89) 3% (72) 2% (4) 49% (262) 536TV shows: About once per week % (5) 9% (26) 2% (28) 48% (65) 34TV shows: Several times per month 6% (8) 6% (8) 27% (30) 42% (47) 3TV shows: About once per month 3% (9) 2% (9) 2% (5) 54% (39) 7TV shows: Less often than once per month 22% (22) 6% (6) 20% (20) 53% (53) 00TV shows: Never 6% (24) 8% (2) 7% (26) 60% (93) 56Movies: Every day 25% (5) % (52) 29% (30) 35% (59) 455Movies: Several times per week 9% (08) 2% (67) 24% (33) 45% (249) 558Movies: About once per week 7% (60) 4% (5) 20% (72) 49% (78) 362Movies: Several times per month 5% (42) 4% (39) 22% (6) 49% (38) 28Movies: About once per month 7% (30) 3% (22) 2% (36) 49% (84) 72Movies: Less often than once per month 6% (33) 4% (8) 20% (43) 6% (28) 2Movies: Never 8% (3) 6% (0) 3% (22) 73% (2) 66


426





Adults 8% (402) % (249) 23% (497) 48% (057) 2205Sports: Every day 3% (6) % (22) 22% (44) 36% (7) 98Sports: Several times per week 23% (76) % (37) 28% (94) 37% (23) 330Sports: About once per week 6% (43) % (29) 24% (66) 50% (35) 272Sports: Several times per month 6% (26) 4% (22) 23% (36) 47% (75) 58Sports: About once per month 20% (3) 2% (8) 8% (27) 50% (75) 5Sports: Less often than once per month 6% (62) 0% (39) 25% (96) 48% (8) 378Sports: Never 4% (04) 2% (83) 9% (34) 55% (397) 78Cable: I currently subscribe 9% (90) 0% (04) 23% (233) 48% (487) 05Cable: I subscribed in the past 8% (40) 3% (0) 23% (8) 47% (37) 793Cable: I have never subscribed 8% (72) % (44) 2% (83) 50% (99) 397Satellite television: I currently subscribe 2% (02) 9% (44) 22% (08) 48% (238) 492Satellite television: I subscribed in the past 8% (26) 3% (94) 22% (57) 47% (332) 70Satellite television: I have never subscribed 7% (73) % (0) 23% (232) 49% (487) 003Streaming service: I currently subscribe 20% (243) 3% (6) 23% (285) 44% (540) 229Streaming service: I subscribed in the past 8% (46) % (29) 25% (64) 46% (6) 255Streaming service: I have never subscribed 6% (3) 8% (59) 20% (48) 56% (40) 72Film: An avid fan 23% (76) 2% (95) 29% (222) 36% (276) 770Film: A casual fan 6% (87) % (25) 20% (233) 53% (65) 6Film: Not a fan 4% (38) % (29) 5% (4) 60% (65) 274Television: An avid fan 2% (24) 0% (07) 26% (272) 43% (444) 038Television: A casual fan 7% (67) 2% (22) 20% (20) 5% (56) 006Television: Not a fan 3% (20) 2% (9) 5% (24) 6% (97) 6Music: An avid fan 20% (236) 3% (49) 24% (282) 44% (55) 82Music: A casual fan 6% (4) 0% (93) 22% (203) 52% (474) 92Music: Not a fan 22% (25) 6% (7) % (2) 6% (68) Fashion: An avid fan 24% (80) 6% (53) 29% (97) 3% (04) 334Fashion: A casual fan 8% (6) 0% (93) 23% (209) 48% (434) 896Fashion: Not a fan 7% (6) % (03) 20% (9) 53% (59) 975



427

Table AVE14_10




Adults 8% (402) % (249) 23% (497) 48% (057) 2205Sporting events: Every day 3% (6) % (22) 22% (44) 36% (7) 98Sporting events: Several times per week 23% (76) % (37) 28% (94) 37% (23) 330Sporting events: About once per week 6% (43) % (29) 24% (66) 50% (35) 272Sporting events: Several times per month 6% (26) 4% (22) 23% (36) 47% (75) 58Sporting events: About once per month 20% (3) 2% (8) 8% (27) 50% (75) 5Sporting events: Less often than once per month 6% (62) 0% (39) 25% (96) 48% (8) 378Sporting events: Never 4% (04) 2% (83) 9% (34) 55% (397) 78Cable television: I currently subscribe 9% (90) 0% (04) 23% (233) 48% (487) 05Cable television: I subscribed in the past 8% (40) 3% (0) 23% (8) 47% (37) 793Cable television: I have never subscribed 8% (72) % (44) 2% (83) 50% (99) 397Satellite television: I currently subscribe 2% (02) 9% (44) 22% (08) 48% (238) 492Satellite television: I subscribed in the past 8% (26) 3% (94) 22% (57) 47% (332) 70Satellite television: I have never subscribed 7% (73) % (0) 23% (232) 49% (487) 003Streaming service: I currently subscribe 20% (243) 3% (6) 23% (285) 44% (540) 229Streaming service: I subscribed in the past 8% (46) % (29) 25% (64) 46% (6) 255Streaming service: I have never subscribed 6% (3) 8% (59) 20% (48) 56% (40) 72Film: An avid fan 23% (76) 2% (95) 29% (222) 36% (276) 770Film: A casual fan 6% (87) % (25) 20% (233) 53% (65) 6Film: Not a fan 4% (38) % (29) 5% (4) 60% (65) 274Television: An avid fan 2% (24) 0% (07) 26% (272) 43% (444) 038Television: A casual fan 7% (67) 2% (22) 20% (20) 5% (56) 006Television: Not a fan 3% (20) 2% (9) 5% (24) 6% (97) 6Music: An avid fan 20% (236) 3% (49) 24% (282) 44% (55) 82Music: A casual fan 6% (4) 0% (93) 22% (203) 52% (474) 92Music: Not a fan 22% (25) 6% (7) % (2) 6% (68) Fashion: An avid fan 24% (80) 6% (53) 29% (97) 3% (04) 334Fashion: A casual fan 8% (6) 0% (93) 23% (209) 48% (434) 896Fashion: Not a fan 7% (6) % (03) 20% (9) 53% (59) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


428


Table AVE14_11: Should superhero movies have more or fewer leading title characters that represent each of the following groups, or do they have theright amount?Muslims



Adults 7% (369) 4% (34) 7% (386) 52% (36) 2205Gender: Male 7% (82) 7% (76) 9% (202) 47% (503) 064Gender: Female 6% (86) 2% (38) 6% (83) 55% (633) 4Age: 18-29 30% (43) % (52) 22% (04) 37% (73) 47Age: 30-44 9% (05) 4% (79) 2% (5) 45% (245) 544Age: 45-54 % (44) 2% (48) 2% (8) 56% (29) 392Age: 55-64 0% (37) 9% (68) % (39) 60% (26) 360Age: 65+ 9% (40) 5% (67) % (47) 65% (284) 437Generation Z: 18-21 35% (57) 4% (23) 20% (32) 32% (53) 65Millennial: Age 22-37 24% (53) % (69) 23% (48) 42% (265) 635Generation X: Age 38-53 3% (76) 3% (74) 20% (5) 53% (303) 568Boomers: Age 54-72 0% (74) 7% (2) % (74) 62% (437) 706PID: Dem (no lean) 29% (22) 9% (65) 7% (2) 45% (324) 722PID: Ind (no lean) 4% (5) 0% (8) 20% (57) 56% (448) 800PID: Rep (no lean) 6% (42) 25% (68) 6% (08) 53% (365) 682PID/Gender: DemMen 29% (96) 0% (34) 20% (66) 40% (29) 324PID/Gender: DemWomen 29% (6) 8% (32) 4% (55) 49% (95) 398PID/Gender: Ind Men 5% (56) 2% (44) 2% (76) 52% (90) 366PID/Gender: Ind Women 4% (59) 8% (36) 9% (8) 59% (258) 434PID/Gender: Rep Men 8% (3) 26% (98) 6% (60) 49% (85) 374PID/Gender: Rep Women 4% () 23% (70) 5% (47) 58% (80) 308Ideo: Liberal (1-3) 33% (234) 0% (74) 7% (20) 40% (282) 70Ideo: Moderate (4) 4% (65) 9% (43) 22% (00) 55% (25) 459Ideo: Conservative (5-7) 6% (43) 23% (66) 5% (07) 56% (402) 78Educ: < College 4% (2) 5% (226) 8% (279) 53% (799) 56Educ: Bachelors degree 24% (06) 2% (52) 6% (72) 48% (25) 445Educ: Post-grad 2% (52) 5% (36) 4% (35) 50% (22) 245



429

Table AVE14_11




Adults 7% (369) 4% (34) 7% (386) 52% (36) 2205Income: Under 50k 7% (226) 4% (97) 8% (246) 5% (702) 37Income: 50k-100k 8% (00) 4% (79) 6% (89) 53% (297) 565Income: 100k+ 6% (43) 4% (38) 9% (5) 5% (38) 269Ethnicity: White 4% (242) 5% (260) 7% (296) 54% (928) 726Ethnicity: Hispanic 28% (98) 3% (46) 22% (76) 37% (30) 350Ethnicity: Afr. Am. 30% (82) % (30) 20% (54) 40% (09) 275Ethnicity: Other 22% (45) 2% (24) 7% (36) 49% (00) 204Relig: Protestant 0% (46) 2% (99) 6% (77) 53% (248) 47Relig: Roman Catholic 4% (52) 5% (55) 6% (60) 56% (22) 380Relig: Ath./Agn./None 22% (43) 0% (64) 8% (9) 5% (338) 664Relig: Something Else 23% (86) 9% (35) 20% (76) 48% (84) 382Relig: Jewish 20% (0) 2% (6) 5% (8) 54% (29) 53Relig: All Christian 2% (40) 9% (26) 6% (90) 53% (64) 59Relig: All Non-Christian 22% (229) 9% (98) 9% (96) 50% (523) 046Community: Urban 20% (25) 4% (89) 6% (0) 49% (303) 68Community: Suburban 8% (73) 4% (3) 7% (6) 50% (473) 939Community: Rural % (70) 5% (94) 9% (24) 56% (360) 648Employ: Private Sector 7% (04) 3% (80) 24% (49) 47% (292) 626Employ: Government 20% (3) 4% (22) 6% (25) 50% (77) 56Employ: Self-Employed 8% (38) 8% (37) 20% (4) 45% (94) 209Employ: Homemaker 6% (25) 7% (25) 7% (26) 50% (76) 53Employ: Student 45% (50) 4% (5) 7% (9) 24% (27) 2Employ: Retired 0% (47) 6% (79) 0% (49) 64% (308) 483Employ: Unemployed 6% (36) 3% (29) 6% (37) 55% (27) 229Employ: Other 6% (38) % (26) 6% (39) 57% (34) 237Military HH: Yes 7% (7) 6% (67) % (46) 55% (223) 406Military HH: No 7% (298) 4% (247) 9% (340) 5% (94) 799RD/WT: Right Direction 8% (67) 2% (8) 8% (56) 53% (448) 85RD/WT: Wrong Track 22% (302) 0% (33) 7% (230) 5% (689) 354


430





Adults 7% (369) 4% (34) 7% (386) 52% (36) 2205Trump Job Approve 6% (58) 22% (99) 8% (67) 54% (500) 924Trump Job Disapprove 26% (296) 9% (03) 8% (204) 47% (537) 40Trump Job Strongly Approve 5% (25) 27% (34) 5% (75) 52% (256) 490Trump Job Somewhat Approve 8% (33) 5% (65) 2% (92) 56% (243) 434Trump Job Somewhat Disapprove 20% (55) 0% (27) 22% (59) 48% (32) 272Trump Job Strongly Disapprove 28% (242) 9% (76) 7% (45) 47% (405) 868Favorable of Trump 6% (58) 23% (22) 8% (65) 52% (476) 9Unfavorable of Trump 27% (300) 8% (94) 7% (89) 48% (547) 30Very Favorable of Trump 5% (28) 27% (46) 6% (89) 52% (28) 543Somewhat Favorable of Trump 8% (30) 8% (66) 2% (77) 53% (95) 368Somewhat Unfavorable of Trump 8% (40) 0% (23) 7% (38) 54% (2) 223Very Unfavorable of Trump 29% (260) 8% (70) 7% (5) 47% (426) 907#1 Issue: Economy 6% (9) 2% (73) 2% (23) 5% (30) 588#1 Issue: Security 8% (34) 23% (00) 3% (57) 56% (240) 430#1 Issue: Health Care 23% (88) 8% (32) 8% (68) 5% (97) 385#1 Issue: Medicare / Social Security 0% (30) 5% (45) 4% (43) 6% (8) 299#1 Issue: Women’s Issues 37% (45) 0% (2) 2% (26) 33% (40) 22#1 Issue: Education 20% (3) 6% (24) 5% (23) 48% (73) 5#1 Issue: Energy 32% (33) % () 9% (20) 38% (38) 02#1 Issue: Other 4% (8) 3% (7) 2% (27) 52% (67) 292018 House Vote: Democrat 28% (28) 8% (64) 7% (29) 47% (358) 7702018 House Vote: Republican 8% (54) 24% (6) 6% (06) 52% (350) 6722018 House Vote: Someone else 9% (0) 2% (3) 2% (23) 58% (64) 02018 House Vote: Didnt Vote 3% (86) % (75) 9% (26) 56% (364) 6502016 Vote: Hillary Clinton 27% (79) 8% (55) 8% (8) 47% (3) 6632016 Vote: Donald Trump 7% (47) 26% (7) 6% (06) 5% (344) 6682016 Vote: Someone else 7% (33) 0% (9) 20% (40) 53% (04) 962016 Vote: Didnt Vote 6% (09) 0% (69) 8% (2) 56% (376) 675



431

Table AVE14_11




Adults 7% (369) 4% (34) 7% (386) 52% (36) 2205Voted in 2014: Yes 7% (225) 6% (22) 7% (238) 50% (68) 364Voted in 2014: No 7% (44) % (93) 8% (48) 54% (456) 842012 Vote: Barack Obama 24% (96) 8% (64) 9% (56) 49% (40) 872012 Vote: Mitt Romney 7% (34) 24% (27) 6% (82) 54% (28) 5242012 Vote: Other 5% (5) 23% (24) 9% (9) 64% (66) 032012 Vote: Didn’t Vote 8% (34) 3% (99) 8% (38) 5% (386) 7584-Region: Northeast 6% (65) 2% (46) 6% (64) 56% (29) 3944-Region: Midwest 5% (70) 5% (67) 9% (89) 5% (237) 4634-Region: South 5% (28) 5% (25) 7% (42) 52% (432) 8264-Region: West 20% (05) 5% (76) 7% (9) 48% (248) 52Evangelical 0% (63) 24% (56) 5% (95) 5% (326) 640Non-Evangelical 20% (306) 0% (58) 9% (29) 52% (80) 565TV shows: Every day 8% (202) 3% (44) 8% (99) 50% (549) 095TV shows: Several times per week 9% (0) 6% (84) 7% (90) 49% (260) 536TV shows: About once per week 6% (2) % (5) 25% (34) 48% (64) 34TV shows: Several times per month 4% (6) 2% (4) 2% (24) 52% (58) 3TV shows: About once per month % (8) 6% (2) 8% (6) 64% (46) 7TV shows: Less often than once per month 0% (0) 9% (9) 6% (6) 55% (55) 00TV shows: Never 7% () 7% (26) 0% (6) 66% (02) 56Movies: Every day 23% (07) 3% (59) 22% (99) 42% (9) 455Movies: Several times per week 8% (98) 6% (9) 9% (08) 47% (260) 558Movies: About once per week 2% (78) 4% (5) 6% (57) 49% (76) 362Movies: Several times per month 5% (42) 3% (35) 8% (52) 54% (5) 28Movies: About once per month 3% (22) 5% (27) 5% (27) 56% (97) 72Movies: Less often than once per month 8% (7) 4% (29) 4% (30) 64% (35) 2Movies: Never 3% (4) 3% (22) 8% (3) 76% (27) 66


432





Adults 7% (369) 4% (34) 7% (386) 52% (36) 2205Sports: Every day 30% (59) 6% (33) 6% (3) 38% (76) 98Sports: Several times per week 9% (6) 9% (62) 22% (72) 4% (34) 330Sports: About once per week 0% (28) 5% (4) 2% (57) 54% (46) 272Sports: Several times per month 7% (27) 9% (5) 9% (30) 54% (86) 58Sports: About once per month 3% (20) 4% (2) 20% (30) 52% (79) 5Sports: Less often than once per month 6% (60) 2% (46) 20% (75) 52% (97) 378Sports: Never 6% (3) 3% (96) 3% (90) 58% (49) 78Cable: I currently subscribe 7% (7) 5% (56) 7% (72) 5% (55) 05Cable: I subscribed in the past 7% (32) 4% (08) 8% (46) 5% (408) 793Cable: I have never subscribed 7% (66) 3% (50) 7% (67) 54% (24) 397Satellite television: I currently subscribe 5% (75) 5% (72) 9% (96) 5% (249) 492Satellite television: I subscribed in the past 6% (5) 4% (00) 8% (24) 52% (37) 70Satellite television: I have never subscribed 8% (79) 4% (42) 7% (66) 5% (56) 003Streaming service: I currently subscribe 2% (262) 4% (73) 9% (228) 46% (566) 229Streaming service: I subscribed in the past 9% (22) 9% (48) 23% (59) 49% (26) 255Streaming service: I have never subscribed 2% (85) 3% (93) 4% (98) 62% (445) 72Film: An avid fan 24% (84) 5% (6) 2% (62) 40% (308) 770Film: A casual fan 3% (54) 3% (55) 7% (94) 57% (658) 6Film: Not a fan % (3) 6% (43) % (29) 62% (7) 274Television: An avid fan 8% (9) 5% (5) 9% (98) 48% (497) 038Television: A casual fan 5% (52) 4% (44) 7% (67) 54% (544) 006Television: Not a fan 6% (26) 2% (9) 3% (2) 59% (95) 6Music: An avid fan 20% (240) 4% (68) 9% (22) 47% (553) 82Music: A casual fan 3% (4) 4% (30) 7% (55) 56% (53) 92Music: Not a fan 3% (4) 4% (6) 9% (0) 64% (7) Fashion: An avid fan 28% (95) 4% (48) 23% (76) 35% (5) 334Fashion: A casual fan 6% (42) 4% (23) 8% (6) 52% (470) 896Fashion: Not a fan 4% (32) 5% (43) 5% (50) 57% (55) 975



433

Table AVE14_11




Adults 7% (369) 4% (34) 7% (386) 52% (36) 2205Sporting events: Every day 30% (59) 6% (33) 6% (3) 38% (76) 98Sporting events: Several times per week 9% (6) 9% (62) 22% (72) 4% (34) 330Sporting events: About once per week 0% (28) 5% (4) 2% (57) 54% (46) 272Sporting events: Several times per month 7% (27) 9% (5) 9% (30) 54% (86) 58Sporting events: About once per month 3% (20) 4% (2) 20% (30) 52% (79) 5Sporting events: Less often than once per month 6% (60) 2% (46) 20% (75) 52% (97) 378Sporting events: Never 6% (3) 3% (96) 3% (90) 58% (49) 78Cable television: I currently subscribe 7% (7) 5% (56) 7% (72) 5% (55) 05Cable television: I subscribed in the past 7% (32) 4% (08) 8% (46) 5% (408) 793Cable television: I have never subscribed 7% (66) 3% (50) 7% (67) 54% (24) 397Satellite television: I currently subscribe 5% (75) 5% (72) 9% (96) 5% (249) 492Satellite television: I subscribed in the past 6% (5) 4% (00) 8% (24) 52% (37) 70Satellite television: I have never subscribed 8% (79) 4% (42) 7% (66) 5% (56) 003Streaming service: I currently subscribe 2% (262) 4% (73) 9% (228) 46% (566) 229Streaming service: I subscribed in the past 9% (22) 9% (48) 23% (59) 49% (26) 255Streaming service: I have never subscribed 2% (85) 3% (93) 4% (98) 62% (445) 72Film: An avid fan 24% (84) 5% (6) 2% (62) 40% (308) 770Film: A casual fan 3% (54) 3% (55) 7% (94) 57% (658) 6Film: Not a fan % (3) 6% (43) % (29) 62% (7) 274Television: An avid fan 8% (9) 5% (5) 9% (98) 48% (497) 038Television: A casual fan 5% (52) 4% (44) 7% (67) 54% (544) 006Television: Not a fan 6% (26) 2% (9) 3% (2) 59% (95) 6Music: An avid fan 20% (240) 4% (68) 9% (22) 47% (553) 82Music: A casual fan 3% (4) 4% (30) 7% (55) 56% (53) 92Music: Not a fan 3% (4) 4% (6) 9% (0) 64% (7) Fashion: An avid fan 28% (95) 4% (48) 23% (76) 35% (5) 334Fashion: A casual fan 6% (42) 4% (23) 8% (6) 52% (470) 896Fashion: Not a fan 4% (32) 5% (43) 5% (50) 57% (55) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


434


Table AVE14_12: Should superhero movies have more or fewer leading title characters that represent each of the following groups, or do they have theright amount?Jews



Adults 6% (363) 8% (80) 22% (488) 53% (74) 2205Gender: Male 6% (70) % (9) 25% (265) 48% (50) 064Gender: Female 7% (93) 5% (6) 20% (223) 58% (664) 4Age: 18-29 23% (0) 0% (49) 26% (2) 40% (90) 47Age: 30-44 6% (86) 2% (65) 24% (3) 48% (262) 544Age: 45-54 6% (62) 6% (22) 25% (97) 54% (2) 392Age: 55-64 3% (47) 6% (23) 7% (6) 64% (229) 360Age: 65+ 3% (58) 5% (20) 8% (77) 64% (28) 437Generation Z: 18-21 24% (40) 3% (22) 25% (4) 37% (6) 65Millennial: Age 22-37 9% (20) 0% (65) 25% (6) 45% (288) 635Generation X: Age 38-53 5% (87) 8% (48) 25% (4) 5% (292) 568Boomers: Age 54-72 4% (00) 5% (35) 7% (7) 64% (454) 706PID: Dem (no lean) 23% (65) 9% (64) 2% (50) 48% (343) 722PID: Ind (no lean) 5% (2) 6% (46) 2% (70) 58% (464) 800PID: Rep (no lean) % (78) 0% (70) 25% (68) 54% (366) 682PID/Gender: DemMen 22% (7) 4% (46) 24% (78) 40% (29) 324PID/Gender: DemWomen 24% (94) 4% (8) 8% (72) 54% (24) 398PID/Gender: Ind Men 7% (62) 6% (22) 22% (80) 55% (202) 366PID/Gender: Ind Women 3% (59) 6% (24) 2% (89) 60% (262) 434PID/Gender: Rep Men 0% (37) 4% (5) 29% (07) 48% (79) 374PID/Gender: Rep Women 3% (40) 6% (20) 20% (62) 6% (87) 308Ideo: Liberal (1-3) 27% (89) 0% (7) 2% (52) 42% (299) 70Ideo: Moderate (4) 5% (68) 6% (29) 23% (06) 56% (257) 459Ideo: Conservative (5-7) 2% (84) 8% (59) 22% (60) 58% (44) 78Educ: < College 4% (27) 9% (3) 23% (353) 54% (84) 56Educ: Bachelors degree 2% (93) 8% (35) 22% (99) 49% (28) 445Educ: Post-grad 22% (53) 6% (5) 4% (35) 58% (4) 245



435

Table AVE14_12




Adults 6% (363) 8% (80) 22% (488) 53% (74) 2205Income: Under 50k 6% (225) 9% (30) 2% (294) 53% (723) 37Income: 50k-100k 8% (03) 5% (29) 23% (29) 54% (303) 565Income: 100k+ 3% (36) 8% (2) 24% (65) 55% (48) 269Ethnicity: White 6% (27) 8% (30) 22% (379) 55% (946) 726Ethnicity: Hispanic 20% (7) 3% (46) 28% (99) 39% (35) 350Ethnicity: Afr. Am. 20% (54) % (3) 25% (67) 45% (22) 275Ethnicity: Other 9% (39) 9% (9) 20% (4) 5% (05) 204Relig: Protestant 6% (77) 6% (28) 22% (04) 55% (26) 47Relig: Roman Catholic 5% (56) 9% (33) 20% (75) 57% (26) 380Relig: Ath./Agn./None 8% (22) 8% (55) 20% (32) 53% (355) 664Relig: Something Else 7% (64) 9% (34) 25% (97) 49% (86) 382Relig: Jewish 27% (5) 2% () 26% (4) 44% (24) 53Relig: All Christian 5% (77) 8% (9) 22% (258) 55% (633) 59Relig: All Non-Christian 8% (87) 9% (90) 22% (229) 52% (540) 046Community: Urban 7% (06) % (70) 23% (40) 49% (303) 68Community: Suburban 9% (75) 6% (59) 22% (203) 53% (502) 939Community: Rural 3% (83) 8% (52) 22% (44) 57% (369) 648Employ: Private Sector 7% (07) 8% (5) 27% (7) 48% (297) 626Employ: Government 6% (24) 3% (20) 22% (34) 50% (78) 56Employ: Self-Employed 9% (4) 0% (20) 24% (5) 46% (97) 209Employ: Homemaker 7% (26) 9% (4) 24% (37) 50% (77) 53Employ: Student 32% (36) 6% (8) 20% (22) 33% (36) 2Employ: Retired 3% (62) 5% (26) 8% (85) 64% (309) 483Employ: Unemployed 4% (32) 6% (3) 20% (47) 60% (37) 229Employ: Other 5% (36) 8% (8) 7% (4) 60% (42) 237Military HH: Yes 7% (67) 9% (35) 20% (82) 55% (222) 406Military HH: No 6% (296) 8% (46) 23% (406) 53% (952) 799RD/WT: Right Direction 3% (4) 0% (86) 26% (27) 5% (434) 85RD/WT: Wrong Track 8% (249) 7% (95) 20% (270) 55% (740) 354


436





Adults 6% (363) 8% (80) 22% (488) 53% (74) 2205Trump Job Approve 2% (2) 9% (82) 25% (229) 54% (50) 924Trump Job Disapprove 2% (239) 8% (92) 2% (235) 50% (573) 40Trump Job Strongly Approve 3% (66) 9% (44) 25% (23) 52% (256) 490Trump Job Somewhat Approve % (46) 9% (38) 24% (05) 56% (244) 434Trump Job Somewhat Disapprove 8% (48) 7% (8) 24% (67) 5% (40) 272Trump Job Strongly Disapprove 22% (9) 9% (74) 9% (69) 50% (433) 868Favorable of Trump 2% () 0% (88) 25% (228) 53% (484) 9Unfavorable of Trump 2% (237) 8% (87) 20% (230) 5% (576) 30Very Favorable of Trump 3% (7) 0% (56) 26% (39) 5% (277) 543Somewhat Favorable of Trump % (40) 9% (32) 24% (89) 56% (207) 368Somewhat Unfavorable of Trump 4% (3) 9% (20) 2% (46) 57% (26) 223Very Unfavorable of Trump 23% (206) 7% (67) 20% (84) 50% (450) 907#1 Issue: Economy 5% (90) 7% (43) 23% (36) 54% (38) 588#1 Issue: Security 5% (63) 9% (40) 2% (88) 55% (239) 430#1 Issue: Health Care 9% (7) 5% (2) 25% (95) 5% (98) 385#1 Issue: Medicare / Social Security 9% (28) 7% (20) 25% (73) 59% (77) 299#1 Issue: Women’s Issues 29% (36) 7% (9) 2% (25) 43% (52) 22#1 Issue: Education 8% (27) 6% (24) 5% (22) 5% (77) 5#1 Issue: Energy 22% (22) 5% (5) 22% (23) 4% (42) 02#1 Issue: Other 9% (24) 7% (8) 9% (25) 55% (7) 292018 House Vote: Democrat 24% (86) 7% (56) 20% (56) 48% (372) 7702018 House Vote: Republican 4% (93) 8% (55) 25% (66) 53% (358) 6722018 House Vote: Someone else % (2) 8% (9) 23% (25) 59% (65) 02018 House Vote: Didnt Vote % (73) 9% (60) 22% (40) 58% (377) 6502016 Vote: Hillary Clinton 24% (6) 7% (49) 20% (32) 48% (32) 6632016 Vote: Donald Trump 3% (86) 0% (65) 24% (6) 53% (357) 6682016 Vote: Someone else 4% (28) 6% (3) 25% (48) 55% (07) 962016 Vote: Didnt Vote 3% (87) 8% (54) 22% (46) 57% (387) 675



437

Table AVE14_12




Adults 6% (363) 8% (80) 22% (488) 53% (74) 2205Voted in 2014: Yes 8% (239) 9% (6) 23% (3) 5% (698) 364Voted in 2014: No 5% (24) 8% (64) 2% (77) 57% (476) 842012 Vote: Barack Obama 20% (63) 8% (67) 23% (87) 49% (400) 872012 Vote: Mitt Romney 4% (74) 8% (44) 23% (23) 54% (283) 5242012 Vote: Other 3% (4) 0% () % () 66% (68) 032012 Vote: Didn’t Vote 5% (3) 8% (59) 22% (67) 55% (420) 7584-Region: Northeast 5% (60) 7% (28) 2% (8) 57% (225) 3944-Region: Midwest 7% (78) 8% (37) 2% (96) 55% (253) 4634-Region: South 7% (39) 8% (69) 23% (89) 52% (429) 8264-Region: West 7% (87) 9% (46) 23% (2) 5% (267) 52Evangelical 6% (0) 9% (56) 23% (46) 53% (337) 640Non-Evangelical 7% (263) 8% (25) 22% (34) 53% (837) 565TV shows: Every day 8% (95) 7% (80) 23% (247) 52% (572) 095TV shows: Several times per week 8% (97) 7% (39) 24% (27) 5% (273) 536TV shows: About once per week 2% (6) 3% (7) 27% (36) 49% (65) 34TV shows: Several times per month 5% (7) 2% (4) 27% (3) 46% (52) 3TV shows: About once per month 3% (9) % (8) 3% (9) 63% (45) 7TV shows: Less often than once per month 8% (8) 8% (8) 8% (8) 66% (66) 00TV shows: Never 3% (2) 9% (4) 3% (20) 64% (0) 56Movies: Every day 20% (92) % (49) 28% (26) 4% (89) 455Movies: Several times per week 9% (08) 8% (45) 23% (27) 50% (278) 558Movies: About once per week 6% (59) 9% (32) 22% (78) 53% (94) 362Movies: Several times per month 6% (44) 8% (22) 2% (58) 56% (56) 28Movies: About once per month 5% (26) 7% () 2% (37) 57% (98) 72Movies: Less often than once per month % (24) 5% (0) 8% (39) 66% (39) 2Movies: Never 6% () 7% (2) 4% (23) 73% (2) 66


438





Adults 6% (363) 8% (80) 22% (488) 53% (74) 2205Sports: Every day 23% (45) 8% (36) 2% (42) 38% (75) 98Sports: Several times per week 20% (67) 9% (29) 29% (96) 42% (38) 330Sports: About once per week % (29) 8% (2) 27% (73) 55% (50) 272Sports: Several times per month 20% (3) 6% (0) 2% (34) 53% (84) 58Sports: About once per month 9% (3) 0% (5) 22% (33) 60% (90) 5Sports: Less often than once per month 7% (63) 6% (2) 24% (90) 54% (204) 378Sports: Never 6% (6) 7% (49) 7% (20) 60% (433) 78Cable: I currently subscribe 6% (65) 8% (80) 22% (223) 54% (547) 05Cable: I subscribed in the past 7% (38) 8% (65) 23% (79) 52% (4) 793Cable: I have never subscribed 5% (60) 9% (35) 22% (86) 54% (26) 397Satellite television: I currently subscribe 6% (78) 0% (48) 22% (09) 52% (258) 492Satellite television: I subscribed in the past 5% (05) 8% (59) 23% (64) 54% (38) 70Satellite television: I have never subscribed 8% (80) 7% (73) 2% (25) 53% (535) 003Streaming service: I currently subscribe 20% (245) 8% (93) 24% (294) 49% (598) 229Streaming service: I subscribed in the past 3% (33) 2% (30) 27% (69) 48% (23) 255Streaming service: I have never subscribed 2% (85) 8% (58) 7% (25) 63% (452) 72Film: An avid fan 24% (85) 8% (58) 26% (97) 43% (33) 770Film: A casual fan 4% (58) 8% (95) 20% (236) 58% (672) 6Film: Not a fan 7% (20) 0% (28) 20% (55) 62% (7) 274Television: An avid fan 8% (88) 7% (76) 25% (257) 50% (58) 038Television: A casual fan 6% (57) 9% (90) 20% (99) 56% (560) 006Television: Not a fan 2% (9) 9% (4) 20% (32) 60% (96) 6Music: An avid fan 9% (229) 9% () 22% (26) 49% (582) 82Music: A casual fan 3% (23) 6% (57) 23% (206) 58% (526) 92Music: Not a fan 0% () % (2) 9% (2) 60% (66) Fashion: An avid fan 23% (76) 4% (45) 25% (84) 39% (30) 334Fashion: A casual fan 6% (46) 8% (69) 2% (92) 55% (489) 896Fashion: Not a fan 5% (42) 7% (66) 22% (22) 57% (555) 975



439

Table AVE14_12




Adults 6% (363) 8% (80) 22% (488) 53% (74) 2205Sporting events: Every day 23% (45) 8% (36) 2% (42) 38% (75) 98Sporting events: Several times per week 20% (67) 9% (29) 29% (96) 42% (38) 330Sporting events: About once per week % (29) 8% (2) 27% (73) 55% (50) 272Sporting events: Several times per month 20% (3) 6% (0) 2% (34) 53% (84) 58Sporting events: About once per month 9% (3) 0% (5) 22% (33) 60% (90) 5Sporting events: Less often than once per month 7% (63) 6% (2) 24% (90) 54% (204) 378Sporting events: Never 6% (6) 7% (49) 7% (20) 60% (433) 78Cable television: I currently subscribe 6% (65) 8% (80) 22% (223) 54% (547) 05Cable television: I subscribed in the past 7% (38) 8% (65) 23% (79) 52% (4) 793Cable television: I have never subscribed 5% (60) 9% (35) 22% (86) 54% (26) 397Satellite television: I currently subscribe 6% (78) 0% (48) 22% (09) 52% (258) 492Satellite television: I subscribed in the past 5% (05) 8% (59) 23% (64) 54% (38) 70Satellite television: I have never subscribed 8% (80) 7% (73) 2% (25) 53% (535) 003Streaming service: I currently subscribe 20% (245) 8% (93) 24% (294) 49% (598) 229Streaming service: I subscribed in the past 3% (33) 2% (30) 27% (69) 48% (23) 255Streaming service: I have never subscribed 2% (85) 8% (58) 7% (25) 63% (452) 72Film: An avid fan 24% (85) 8% (58) 26% (97) 43% (33) 770Film: A casual fan 4% (58) 8% (95) 20% (236) 58% (672) 6Film: Not a fan 7% (20) 0% (28) 20% (55) 62% (7) 274Television: An avid fan 8% (88) 7% (76) 25% (257) 50% (58) 038Television: A casual fan 6% (57) 9% (90) 20% (99) 56% (560) 006Television: Not a fan 2% (9) 9% (4) 20% (32) 60% (96) 6Music: An avid fan 9% (229) 9% () 22% (26) 49% (582) 82Music: A casual fan 3% (23) 6% (57) 23% (206) 58% (526) 92Music: Not a fan 0% () % (2) 9% (2) 60% (66) Fashion: An avid fan 23% (76) 4% (45) 25% (84) 39% (30) 334Fashion: A casual fan 6% (46) 8% (69) 2% (92) 55% (489) 896Fashion: Not a fan 5% (42) 7% (66) 22% (22) 57% (555) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


440


Table AVE14_13: Should superhero movies have more or fewer leading title characters that represent each of the following groups, or do they have theright amount?People with disabilities



Adults 29% (63) 9% (92) 20% (43) 43% (95) 2205Gender: Male 26% (272) 0% (06) 23% (240) 42% (446) 064Gender: Female 3% (359) 8% (86) 7% (92) 44% (505) 4Age: 18-29 37% (73) % (52) 23% (08) 29% (39) 47Age: 30-44 34% (85) 9% (5) 2% (5) 36% (93) 544Age: 45-54 29% (2) 8% (32) 8% (72) 45% (76) 392Age: 55-64 23% (83) 0% (36) 6% (56) 5% (85) 360Age: 65+ 8% (78) 5% (2) 8% (80) 59% (259) 437Generation Z: 18-21 36% (59) 3% (22) 26% (43) 25% (4) 65Millennial: Age 22-37 35% (222) 0% (63) 22% (38) 33% (22) 635Generation X: Age 38-53 30% (7) 8% (45) 20% () 42% (24) 568Boomers: Age 54-72 23% (60) 7% (52) 6% () 54% (384) 706PID: Dem (no lean) 38% (274) 9% (63) 8% (28) 36% (257) 722PID: Ind (no lean) 26% (20) 7% (55) 20% (63) 46% (372) 800PID: Rep (no lean) 22% (47) % (74) 20% (39) 47% (322) 682PID/Gender: DemMen 37% (20) % (35) 23% (74) 29% (95) 324PID/Gender: DemWomen 39% (54) 7% (28) 4% (54) 4% (62) 398PID/Gender: Ind Men 22% (80) 7% (24) 22% (80) 50% (82) 366PID/Gender: Ind Women 30% (30) 7% (3) 9% (83) 44% (90) 434PID/Gender: Rep Men 9% (73) 3% (47) 23% (85) 45% (69) 374PID/Gender: Rep Women 24% (74) 9% (26) 8% (54) 50% (53) 308Ideo: Liberal (1-3) 4% (290) 0% (68) 8% (28) 32% (225) 70Ideo: Moderate (4) 29% (32) 7% (30) 20% (90) 45% (207) 459Ideo: Conservative (5-7) 2% (52) 9% (64) 2% (5) 49% (35) 78Educ: < College 26% (395) 9% (43) 2% (322) 43% (655) 56Educ: Bachelors degree 35% (54) 7% (32) 7% (74) 42% (85) 445Educ: Post-grad 34% (82) 7% (6) 4% (35) 45% () 245



441

Table AVE14_13




Adults 29% (63) 9% (92) 20% (43) 43% (95) 2205Income: Under 50k 28% (387) 9% (2) 2% (290) 42% (574) 37Income: 50k-100k 3% (73) 7% (40) 7% (94) 46% (258) 565Income: 100k+ 26% (7) % (3) 8% (48) 45% (20) 269Ethnicity: White 27% (467) 8% (46) 20% (345) 45% (768) 726Ethnicity: Hispanic 33% (7) 2% (4) 24% (84) 3% (09) 350Ethnicity: Afr. Am. 38% (04) % (29) 9% (53) 32% (89) 275Ethnicity: Other 29% (60) 8% (6) 6% (33) 46% (95) 204Relig: Protestant 26% (25) 7% (34) 9% (88) 47% (223) 47Relig: Roman Catholic 27% (04) % (43) 6% (60) 45% (72) 380Relig: Ath./Agn./None 30% (20) 8% (52) 20% (35) 42% (276) 664Relig: Something Else 32% (23) 8% (29) 20% (76) 40% (54) 382Relig: Jewish 28% (5) 6% (3) 20% () 47% (25) 53Relig: All Christian 27% (308) 0% (0) 9% (220) 45% (522) 59Relig: All Non-Christian 3% (323) 8% (8) 20% (2) 4% (430) 046Community: Urban 30% (87) 2% (74) 8% (2) 40% (246) 68Community: Suburban 3% (293) 7% (68) 9% (79) 42% (399) 939Community: Rural 23% (5) 8% (50) 22% (39) 47% (307) 648Employ: Private Sector 30% (85) 9% (56) 23% (42) 39% (243) 626Employ: Government 29% (46) 4% (22) 22% (34) 35% (54) 56Employ: Self-Employed 30% (63) % (24) 8% (38) 40% (84) 209Employ: Homemaker 30% (46) 4% (2) 7% (26) 39% (60) 53Employ: Student 5% (57) 0% (2) 20% (22) 9% (2) 2Employ: Retired 20% (95) 5% (25) 8% (87) 57% (277) 483Employ: Unemployed 3% (70) 9% (20) 7% (38) 44% (00) 229Employ: Other 29% (69) 5% (2) 8% (44) 47% (2) 237Military HH: Yes 30% (2) 7% (27) 20% (82) 43% (76) 406Military HH: No 28% (50) 9% (64) 9% (349) 43% (775) 799RD/WT: Right Direction 22% (89) 0% (88) 2% (83) 46% (392) 85RD/WT: Wrong Track 33% (442) 8% (03) 8% (248) 4% (560) 354


442





Adults 29% (63) 9% (92) 20% (43) 43% (95) 2205Trump Job Approve 22% (99) 9% (83) 23% (209) 47% (433) 924Trump Job Disapprove 36% (43) 9% (98) 7% (98) 38% (432) 40Trump Job Strongly Approve 2% (0) 9% (46) 23% (4) 47% (229) 490Trump Job Somewhat Approve 23% (98) 8% (37) 22% (95) 47% (204) 434Trump Job Somewhat Disapprove 29% (79) 8% (23) 22% (6) 4% () 272Trump Job Strongly Disapprove 38% (334) 9% (75) 6% (37) 37% (322) 868Favorable of Trump 22% (96) 0% (9) 22% (203) 46% (42) 9Unfavorable of Trump 36% (408) 8% (92) 8% (98) 38% (432) 30Very Favorable of Trump 2% (4) % (57) 22% (9) 46% (252) 543Somewhat Favorable of Trump 22% (82) 9% (34) 23% (84) 46% (69) 368Somewhat Unfavorable of Trump 26% (58) 9% (20) 9% (44) 46% (02) 223Very Unfavorable of Trump 39% (350) 8% (73) 7% (54) 36% (330) 907#1 Issue: Economy 26% (54) 0% (57) 23% (36) 4% (239) 588#1 Issue: Security 23% (00) 9% (4) 8% (75) 50% (24) 430#1 Issue: Health Care 37% (42) 7% (27) 5% (57) 4% (59) 385#1 Issue: Medicare / Social Security 20% (6) 7% (2) 20% (6) 53% (57) 299#1 Issue: Women’s Issues 49% (60) 6% (8) 4% (7) 3% (37) 22#1 Issue: Education 32% (48) 5% (22) 7% (26) 37% (55) 5#1 Issue: Energy 32% (33) 8% (8) 28% (29) 32% (33) 02#1 Issue: Other 26% (33) 6% (8) 24% (3) 44% (57) 292018 House Vote: Democrat 37% (287) 8% (6) 7% (34) 37% (289) 7702018 House Vote: Republican 23% (58) 9% (60) 20% (35) 47% (39) 6722018 House Vote: Someone else 6% (8) 0% () 6% (8) 58% (64) 02018 House Vote: Didnt Vote 26% (69) 9% (60) 22% (43) 43% (279) 6502016 Vote: Hillary Clinton 39% (259) 7% (45) 6% (03) 39% (256) 6632016 Vote: Donald Trump 22% (49) 9% (63) 22% (45) 47% (32) 6682016 Vote: Someone else 24% (46) 0% (9) 22% (44) 44% (87) 962016 Vote: Didnt Vote 26% (76) 9% (64) 2% (39) 44% (296) 675



443

Table AVE14_13




Adults 29% (63) 9% (92) 20% (43) 43% (95) 2205Voted in 2014: Yes 29% (394) 8% (4) 9% (26) 44% (596) 364Voted in 2014: No 28% (237) 9% (78) 20% (7) 42% (356) 842012 Vote: Barack Obama 34% (275) 8% (62) 9% (54) 40% (327) 872012 Vote: Mitt Romney 24% (24) 9% (47) 2% (0) 46% (244) 5242012 Vote: Other 22% (23) 8% (8) 2% (2) 58% (60) 032012 Vote: Didn’t Vote 28% (20) 0% (75) 2% (55) 42% (38) 7584-Region: Northeast 30% (8) 9% (36) 6% (63) 45% (78) 3944-Region: Midwest 28% (32) 8% (37) 8% (86) 45% (209) 4634-Region: South 28% (228) 8% (69) 22% (8) 42% (348) 8264-Region: West 29% (54) 9% (49) 20% (02) 42% (26) 52Evangelical 26% (67) % (70) 20% (3) 43% (272) 640Non-Evangelical 30% (464) 8% (22) 9% (30) 43% (679) 565TV shows: Every day 33% (358) 8% (83) 9% (23) 40% (44) 095TV shows: Several times per week 30% (59) 8% (44) 9% (00) 44% (234) 536TV shows: About once per week 23% (3) 0% (3) 25% (33) 42% (57) 34TV shows: Several times per month 9% (22) 4% (6) 3% (35) 36% (4) 3TV shows: About once per month 24% (7) 5% (3) 3% (9) 59% (42) 7TV shows: Less often than once per month 2% (2) 3% (3) 20% (20) 47% (47) 00TV shows: Never 5% (23) 3% (20) 4% (23) 58% (90) 56Movies: Every day 35% (59) % (52) 23% (03) 3% (4) 455Movies: Several times per week 32% (76) 9% (50) 2% (5) 39% (27) 558Movies: About once per week 34% (2) 8% (28) 8% (64) 4% (49) 362Movies: Several times per month 25% (70) 8% (22) 20% (56) 47% (32) 28Movies: About once per month 25% (43) 8% (3) 2% (36) 47% (80) 72Movies: Less often than once per month 22% (47) 6% (3) 6% (34) 56% (7) 2Movies: Never 9% (5) 8% (4) 4% (23) 69% (5) 66


444





Adults 29% (63) 9% (92) 20% (43) 43% (95) 2205Sports: Every day 33% (65) 3% (27) 20% (39) 34% (67) 98Sports: Several times per week 34% (3) 8% (25) 26% (84) 32% (07) 330Sports: About once per week 22% (59) 2% (33) 22% (59) 45% (22) 272Sports: Several times per month 30% (48) 9% (4) 5% (24) 46% (73) 58Sports: About once per month 28% (4) 7% () 9% (28) 46% (70) 5Sports: Less often than once per month 3% (8) 7% (28) 2% (80) 40% (52) 378Sports: Never 26% (87) 8% (54) 6% (7) 50% (360) 78Cable: I currently subscribe 29% (298) 0% (05) 8% (85) 42% (427) 05Cable: I subscribed in the past 29% (233) 8% (62) 2% (68) 42% (33) 793Cable: I have never subscribed 25% (00) 6% (26) 20% (78) 49% (93) 397Satellite television: I currently subscribe 30% (46) 9% (43) 7% (84) 44% (29) 492Satellite television: I subscribed in the past 28% (97) 0% (72) 2% (5) 4% (289) 70Satellite television: I have never subscribed 29% (287) 8% (77) 20% (96) 44% (443) 003Streaming service: I currently subscribe 35% (426) 8% (02) 9% (237) 38% (464) 229Streaming service: I subscribed in the past 25% (63) 0% (26) 25% (64) 40% (02) 255Streaming service: I have never subscribed 20% (42) 9% (64) 8% (30) 53% (385) 72Film: An avid fan 38% (295) 0% (77) 22% (7) 29% (227) 770Film: A casual fan 25% (292) 8% (89) 8% (209) 49% (57) 6Film: Not a fan 6% (43) 9% (26) 9% (5) 56% (53) 274Television: An avid fan 32% (334) 7% (77) 22% (224) 39% (403) 038Television: A casual fan 26% (262) 0% (00) 8% (77) 46% (466) 006Television: Not a fan 22% (35) 9% (4) 9% (30) 5% (82) 6Music: An avid fan 35% (42) 9% (06) 9% (230) 37% (435) 82Music: A casual fan 22% (202) 8% (70) 20% (85) 50% (454) 92Music: Not a fan 5% (7) 4% (6) 4% (6) 56% (62) Fashion: An avid fan 42% (42) 0% (33) 22% (73) 26% (86) 334Fashion: A casual fan 28% (250) 9% (8) 20% (76) 43% (389) 896Fashion: Not a fan 25% (239) 8% (77) 9% (83) 49% (475) 975



445

Table AVE14_13




Adults 29% (63) 9% (92) 20% (43) 43% (95) 2205Sporting events: Every day 33% (65) 3% (27) 20% (39) 34% (67) 98Sporting events: Several times per week 34% (3) 8% (25) 26% (84) 32% (07) 330Sporting events: About once per week 22% (59) 2% (33) 22% (59) 45% (22) 272Sporting events: Several times per month 30% (48) 9% (4) 5% (24) 46% (73) 58Sporting events: About once per month 28% (4) 7% () 9% (28) 46% (70) 5Sporting events: Less often than once per month 3% (8) 7% (28) 2% (80) 40% (52) 378Sporting events: Never 26% (87) 8% (54) 6% (7) 50% (360) 78Cable television: I currently subscribe 29% (298) 0% (05) 8% (85) 42% (427) 05Cable television: I subscribed in the past 29% (233) 8% (62) 2% (68) 42% (33) 793Cable television: I have never subscribed 25% (00) 6% (26) 20% (78) 49% (93) 397Satellite television: I currently subscribe 30% (46) 9% (43) 7% (84) 44% (29) 492Satellite television: I subscribed in the past 28% (97) 0% (72) 2% (5) 4% (289) 70Satellite television: I have never subscribed 29% (287) 8% (77) 20% (96) 44% (443) 003Streaming service: I currently subscribe 35% (426) 8% (02) 9% (237) 38% (464) 229Streaming service: I subscribed in the past 25% (63) 0% (26) 25% (64) 40% (02) 255Streaming service: I have never subscribed 20% (42) 9% (64) 8% (30) 53% (385) 72Film: An avid fan 38% (295) 0% (77) 22% (7) 29% (227) 770Film: A casual fan 25% (292) 8% (89) 8% (209) 49% (57) 6Film: Not a fan 6% (43) 9% (26) 9% (5) 56% (53) 274Television: An avid fan 32% (334) 7% (77) 22% (224) 39% (403) 038Television: A casual fan 26% (262) 0% (00) 8% (77) 46% (466) 006Television: Not a fan 22% (35) 9% (4) 9% (30) 5% (82) 6Music: An avid fan 35% (42) 9% (06) 9% (230) 37% (435) 82Music: A casual fan 22% (202) 8% (70) 20% (85) 50% (454) 92Music: Not a fan 5% (7) 4% (6) 4% (6) 56% (62) Fashion: An avid fan 42% (42) 0% (33) 22% (73) 26% (86) 334Fashion: A casual fan 28% (250) 9% (8) 20% (76) 43% (389) 896Fashion: Not a fan 25% (239) 8% (77) 9% (83) 49% (475) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


446


Table AVE14_14: Should superhero movies have more or fewer leading title characters that represent each of the following groups, or do they have theright amount?Immigrants



Adults 9% (49) 2% (26) 2% (464) 48% (06) 2205Gender: Male 8% (95) 4% (47) 24% (253) 44% (469) 064Gender: Female 20% (224) 0% (4) 9% (2) 52% (592) 4Age: 18-29 34% (59) 3% (60) 22% (04) 3% (47) 47Age: 30-44 23% (27) % (62) 24% (29) 4% (226) 544Age: 45-54 3% (5) 3% (49) 23% (90) 5% (202) 392Age: 55-64 0% (36) 3% (48) 20% (7) 57% (205) 360Age: 65+ 0% (45) 9% (4) 6% (69) 64% (282) 437Generation Z: 18-21 33% (54) 2% (34) 20% (33) 27% (45) 65Millennial: Age 22-37 3% (94) 9% (60) 24% (53) 36% (228) 635Generation X: Age 38-53 4% (8) 2% (69) 23% (32) 50% (286) 568Boomers: Age 54-72 % (80) % (8) 8% (24) 60% (422) 706PID: Dem (no lean) 30% (29) 0% (70) 2% (49) 39% (284) 722PID: Ind (no lean) 8% (45) 9% (7) 20% (6) 53% (423) 800PID: Rep (no lean) 8% (55) 8% (20) 23% (54) 52% (353) 682PID/Gender: DemMen 30% (97) 2% (40) 24% (79) 33% (08) 324PID/Gender: DemWomen 30% (2) 8% (30) 8% (70) 44% (76) 398PID/Gender: Ind Men 8% (66) 0% (37) 23% (84) 49% (79) 366PID/Gender: Ind Women 8% (79) 8% (33) 8% (78) 56% (245) 434PID/Gender: Rep Men 8% (3) 9% (69) 24% (9) 49% (82) 374PID/Gender: Rep Women 8% (24) 6% (5) 20% (63) 55% (7) 308Ideo: Liberal (1-3) 34% (242) % (78) 9% (37) 36% (253) 70Ideo: Moderate (4) 7% (80) 0% (47) 22% (02) 50% (230) 459Ideo: Conservative (5-7) 9% (62) 5% (07) 23% (64) 54% (386) 78Educ: < College 7% (253) 3% (92) 22% (33) 49% (740) 56Educ: Bachelors degree 26% (4) 9% (42) 20% (89) 45% (200) 445Educ: Post-grad 22% (53) % (27) 8% (44) 49% (20) 245



447

Table AVE14_14




Adults 9% (49) 2% (26) 2% (464) 48% (06) 2205Income: Under 50k 20% (27) 2% (66) 2% (29) 47% (644) 37Income: 50k-100k 20% (2) 2% (70) 9% (07) 49% (276) 565Income: 100k+ 3% (36) 0% (26) 25% (67) 52% (40) 269Ethnicity: White 5% (262) 2% (209) 2% (360) 52% (894) 726Ethnicity: Hispanic 33% (6) 5% (53) 9% (68) 32% (3) 350Ethnicity: Afr. Am. 32% (88) 0% (28) 24% (67) 34% (92) 275Ethnicity: Other 34% (69) 2% (24) 9% (38) 36% (74) 204Relig: Protestant 2% (56) 4% (65) 22% (02) 52% (247) 47Relig: Roman Catholic 8% (69) 3% (47) 8% (69) 5% (94) 380Relig: Ath./Agn./None 23% (55) 9% (59) 2% (40) 47% (3) 664Relig: Something Else 2% (8) 3% (49) 20% (78) 45% (74) 382Relig: Jewish 23% (2) 0% (5) 5% (8) 52% (28) 53Relig: All Christian 6% (83) 3% (53) 2% (247) 50% (576) 59Relig: All Non-Christian 23% (236) 0% (08) 2% (27) 46% (485) 046Community: Urban 23% (44) 3% (78) 2% (28) 43% (268) 68Community: Suburban 9% (80) 0% (96) 22% (205) 49% (458) 939Community: Rural 5% (95) 3% (87) 20% (3) 52% (335) 648Employ: Private Sector 2% (3) % (66) 25% (55) 44% (273) 626Employ: Government 9% (29) 5% (23) 25% (39) 42% (65) 56Employ: Self-Employed 7% (36) 4% (29) 23% (48) 46% (96) 209Employ: Homemaker 20% (30) 6% (25) 8% (28) 46% (70) 53Employ: Student 49% (55) 6% (8) 6% (8) 9% (2) 2Employ: Retired 0% (49) % (5) 8% (86) 6% (296) 483Employ: Unemployed 20% (47) % (25) 20% (45) 49% (2) 229Employ: Other 8% (42) 0% (25) 8% (44) 54% (27) 237Military HH: Yes 9% (75) 4% (57) 9% (78) 48% (96) 406Military HH: No 9% (344) % (204) 2% (386) 48% (865) 799RD/WT: Right Direction 0% (83) 6% (39) 24% (203) 50% (427) 85RD/WT: Wrong Track 25% (336) 9% (22) 9% (262) 47% (634) 354


448





Adults 9% (49) 2% (26) 2% (464) 48% (06) 2205Trump Job Approve 8% (7) 6% (48) 24% (225) 52% (479) 924Trump Job Disapprove 28% (324) 9% (97) 9% (220) 44% (499) 40Trump Job Strongly Approve 5% (25) 20% (96) 24% (6) 52% (254) 490Trump Job Somewhat Approve % (46) 2% (53) 25% (0) 52% (225) 434Trump Job Somewhat Disapprove 2% (56) 9% (25) 27% (73) 43% (8) 272Trump Job Strongly Disapprove 3% (267) 8% (72) 7% (47) 44% (38) 868Favorable of Trump 8% (70) 7% (52) 25% (226) 5% (463) 9Unfavorable of Trump 29% (329) 9% (98) 9% (20) 44% (493) 30Very Favorable of Trump 6% (3) 9% (03) 24% (29) 52% (28) 543Somewhat Favorable of Trump % (39) 3% (49) 26% (97) 50% (83) 368Somewhat Unfavorable of Trump 9% (43) 2% (26) 23% (5) 47% (04) 223Very Unfavorable of Trump 32% (286) 8% (72) 8% (59) 43% (389) 907#1 Issue: Economy 20% (6) % (62) 22% (3) 48% (279) 588#1 Issue: Security 8% (33) 7% (73) 20% (87) 55% (237) 430#1 Issue: Health Care 27% (05) 6% (24) 9% (72) 48% (83) 385#1 Issue: Medicare / Social Security % (33) 5% (45) 22% (64) 53% (57) 299#1 Issue: Women’s Issues 40% (49) 6% (7) 20% (24) 34% (42) 22#1 Issue: Education 9% (28) 6% (24) 9% (29) 46% (69) 5#1 Issue: Energy 24% (25) 6% (6) 26% (27) 33% (34) 02#1 Issue: Other 23% (30) 8% (0) 23% (29) 47% (60) 292018 House Vote: Democrat 29% (227) 9% (67) 9% (49) 42% (326) 7702018 House Vote: Republican 9% (58) 7% (6) 23% (57) 5% (34) 6722018 House Vote: Someone else 3% (4) 0% () 9% (2) 58% (64) 02018 House Vote: Didnt Vote 8% (9) 0% (66) 2% (36) 50% (328) 6502016 Vote: Hillary Clinton 29% (9) 7% (45) 20% (35) 44% (292) 6632016 Vote: Donald Trump 7% (46) 8% (9) 24% (59) 5% (344) 6682016 Vote: Someone else 20% (40) 8% (5) 26% (5) 46% (9) 962016 Vote: Didnt Vote 2% (4) 2% (82) 8% (9) 49% (332) 675



449

Table AVE14_14




Adults 9% (49) 2% (26) 2% (464) 48% (06) 2205Voted in 2014: Yes 7% (238) 3% (75) 22% (299) 48% (652) 364Voted in 2014: No 22% (8) 0% (86) 20% (65) 49% (408) 842012 Vote: Barack Obama 24% (99) 8% (69) 23% (84) 45% (365) 872012 Vote: Mitt Romney 7% (37) 8% (95) 22% (4) 53% (277) 5242012 Vote: Other 3% (3) 6% (7) 3% (3) 58% (60) 032012 Vote: Didn’t Vote 22% (69) % (80) 20% (52) 47% (356) 7584-Region: Northeast 8% (69) 3% (53) 9% (75) 50% (97) 3944-Region: Midwest 8% (83) 8% (38) 23% (06) 5% (236) 4634-Region: South 8% (48) 4% (2) 2% (76) 47% (390) 8264-Region: West 23% (8) % (58) 2% (07) 46% (237) 52Evangelical 5% (99) 6% (00) 2% (36) 48% (305) 640Non-Evangelical 20% (320) 0% (6) 2% (328) 48% (756) 565TV shows: Every day 2% (234) 2% (28) 20% (224) 47% (50) 095TV shows: Several times per week 20% (05) 2% (62) 22% (8) 47% (25) 536TV shows: About once per week 9% (25) 6% (7) 28% (37) 48% (64) 34TV shows: Several times per month 7% (9) 20% (23) 27% (30) 36% (4) 3TV shows: About once per month % (8) 8% (6) 5% () 65% (47) 7TV shows: Less often than once per month 2% (2) 8% (8) 3% (3) 57% (57) 00TV shows: Never 0% (6) % (7) 2% (32) 58% (9) 56Movies: Every day 28% (26) 2% (55) 23% (05) 37% (69) 455Movies: Several times per week 9% (07) 3% (75) 23% (3) 44% (245) 558Movies: About once per week 22% (79) 3% (46) 2% (77) 44% (60) 362Movies: Several times per month 8% (50) 0% (27) 2% (58) 52% (45) 28Movies: About once per month 6% (27) % (9) 20% (35) 53% (9) 72Movies: Less often than once per month 0% (22) 9% (9) 7% (37) 63% (34) 2Movies: Never 5% (8) 2% (2) 3% (22) 70% (6) 66


450





Adults 9% (49) 2% (26) 2% (464) 48% (06) 2205Sports: Every day 29% (57) 6% (3) 20% (39) 36% (7) 98Sports: Several times per week 23% (76) 5% (49) 26% (86) 36% (9) 330Sports: About once per week 4% (39) 3% (35) 23% (62) 50% (36) 272Sports: Several times per month 24% (38) 2% (9) 7% (27) 47% (74) 58Sports: About once per month 4% (2) 3% (20) 20% (30) 53% (80) 5Sports: Less often than once per month 7% (64) 0% (37) 24% (9) 49% (87) 378Sports: Never 7% (24) 0% (7) 8% (29) 55% (394) 78Cable: I currently subscribe 9% (90) 3% (33) 2% (20) 47% (48) 05Cable: I subscribed in the past 20% (62) % (89) 2% (67) 47% (376) 793Cable: I have never subscribed 7% (66) 0% (39) 22% (87) 5% (204) 397Satellite television: I currently subscribe 20% (97) 3% (65) 9% (96) 48% (235) 492Satellite television: I subscribed in the past 7% (23) 2% (89) 2% (48) 49% (350) 70Satellite television: I have never subscribed 20% (98) % (08) 22% (22) 47% (476) 003Streaming service: I currently subscribe 24% (297) 2% (44) 2% (263) 43% (525) 229Streaming service: I subscribed in the past 6% (4) 3% (34) 27% (68) 44% (2) 255Streaming service: I have never subscribed % (8) % (83) 9% (33) 59% (424) 72Film: An avid fan 29% (220) 3% (99) 22% (72) 36% (280) 770Film: A casual fan 5% (80) 0% (2) 2% (242) 53% (69) 6Film: Not a fan 7% (20) 5% (4) 8% (50) 59% (62) 274Television: An avid fan 22% (226) % (8) 22% (228) 45% (466) 038Television: A casual fan 7% (67) 2% (2) 2% (20) 5% (508) 006Television: Not a fan 6% (25) 4% (22) 7% (27) 54% (86) 6Music: An avid fan 23% (270) 2% (42) 22% (26) 43% (508) 82Music: A casual fan 5% (34) % (00) 2% (90) 54% (488) 92Music: Not a fan 3% (4) 7% (9) 2% (4) 58% (64) Fashion: An avid fan 33% (0) 3% (43) 23% (76) 3% (05) 334Fashion: A casual fan 20% (77) 2% (04) 2% (92) 47% (423) 896Fashion: Not a fan 3% (3) 2% (4) 20% (96) 55% (533) 975



451

Table AVE14_14




Adults 9% (49) 2% (26) 2% (464) 48% (06) 2205Sporting events: Every day 29% (57) 6% (3) 20% (39) 36% (7) 98Sporting events: Several times per week 23% (76) 5% (49) 26% (86) 36% (9) 330Sporting events: About once per week 4% (39) 3% (35) 23% (62) 50% (36) 272Sporting events: Several times per month 24% (38) 2% (9) 7% (27) 47% (74) 58Sporting events: About once per month 4% (2) 3% (20) 20% (30) 53% (80) 5Sporting events: Less often than once per month 7% (64) 0% (37) 24% (9) 49% (87) 378Sporting events: Never 7% (24) 0% (7) 8% (29) 55% (394) 78Cable television: I currently subscribe 9% (90) 3% (33) 2% (20) 47% (48) 05Cable television: I subscribed in the past 20% (62) % (89) 2% (67) 47% (376) 793Cable television: I have never subscribed 7% (66) 0% (39) 22% (87) 5% (204) 397Satellite television: I currently subscribe 20% (97) 3% (65) 9% (96) 48% (235) 492Satellite television: I subscribed in the past 7% (23) 2% (89) 2% (48) 49% (350) 70Satellite television: I have never subscribed 20% (98) % (08) 22% (22) 47% (476) 003Streaming service: I currently subscribe 24% (297) 2% (44) 2% (263) 43% (525) 229Streaming service: I subscribed in the past 6% (4) 3% (34) 27% (68) 44% (2) 255Streaming service: I have never subscribed % (8) % (83) 9% (33) 59% (424) 72Film: An avid fan 29% (220) 3% (99) 22% (72) 36% (280) 770Film: A casual fan 5% (80) 0% (2) 2% (242) 53% (69) 6Film: Not a fan 7% (20) 5% (4) 8% (50) 59% (62) 274Television: An avid fan 22% (226) % (8) 22% (228) 45% (466) 038Television: A casual fan 7% (67) 2% (2) 2% (20) 5% (508) 006Television: Not a fan 6% (25) 4% (22) 7% (27) 54% (86) 6Music: An avid fan 23% (270) 2% (42) 22% (26) 43% (508) 82Music: A casual fan 5% (34) % (00) 2% (90) 54% (488) 92Music: Not a fan 3% (4) 7% (9) 2% (4) 58% (64) Fashion: An avid fan 33% (0) 3% (43) 23% (76) 3% (05) 334Fashion: A casual fan 20% (77) 2% (04) 2% (92) 47% (423) 896Fashion: Not a fan 3% (3) 2% (4) 20% (96) 55% (533) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


452


Table AVE15: As you may know, a movie about Shang-Chi, a Marvel superhero, was recently announced. When it premieres, it will be the first Marvelmovie with an Asian lead. Based on what you know, how likely are you to see the Shang-Chi movie in theaters?

Demographic Very likelySomewhat

likelySomewhatunlikely Very unlikely Don’t know Total N

Adults 20% (433) 25% (55) 2% (272) 28% (626) 5% (322) 2205Gender: Male 24% (259) 27% (288) % (2) 24% (254) 3% (42) 064Gender: Female 5% (74) 23% (263) 3% (5) 33% (372) 6% (80) 4Age: 18-29 33% (55) 30% (4) % (53) 3% (63) 3% (60) 47Age: 30-44 25% (35) 28% (55) 4% (76) 7% (94) 5% (84) 544Age: 45-54 20% (79) 23% (90) 0% (40) 27% (06) 20% (78) 392Age: 55-64 8% (30) 26% (93) 3% (46) 37% (34) 6% (57) 360Age: 65+ 8% (35) 7% (73) 3% (57) 52% (229) 0% (44) 437Generation Z: 18-21 35% (57) 32% (52) 2% (9) 2% (20) 0% (7) 65Millennial: Age 22-37 30% (89) 27% (7) 3% (83) 5% (94) 6% (98) 635Generation X: Age 38-53 2% (7) 27% (52) 2% (67) 23% (33) 8% (00) 568Boomers: Age 54-72 9% (63) 22% (56) 3% (94) 42% (298) 4% (95) 706PID: Dem (no lean) 2% (55) 29% (22) 3% (94) 24% (75) 2% (86) 722PID: Ind (no lean) 9% (56) 24% (92) % (89) 26% (206) 20% (58) 800PID: Rep (no lean) 8% (23) 22% (47) 3% (89) 36% (246) % (78) 682PID/Gender: DemMen 28% (9) 3% (99) 2% (39) 2% (67) 9% (30) 324PID/Gender: DemWomen 6% (65) 28% (3) 4% (55) 27% (08) 4% (57) 398PID/Gender: Ind Men 24% (87) 27% (00) 9% (34) 9% (70) 20% (75) 366PID/Gender: Ind Women 6% (69) 2% (9) 3% (56) 3% (36) 9% (83) 434PID/Gender: Rep Men 22% (82) 24% (89) 3% (49) 3% (7) 0% (37) 374PID/Gender: Rep Women 3% (4) 9% (58) 3% (40) 42% (28) 3% (40) 308Ideo: Liberal (1-3) 28% (99) 28% (98) 3% (89) 22% (53) 0% (7) 70Ideo: Moderate (4) 9% (87) 24% () 4% (65) 28% (30) 5% (67) 459Ideo: Conservative (5-7) 5% (07) 23% (69) % (82) 38% (273) 2% (88) 78Educ: < College 9% (294) 24% (370) 2% (88) 27% (46) 6% (248) 56Educ: Bachelors degree 20% (9) 26% (7) 2% (53) 30% (33) % (5) 445Educ: Post-grad 20% (49) 26% (63) 3% (32) 32% (78) 0% (23) 245



453

Table AVE15




Adults 20% (433) 25% (55) 2% (272) 28% (626) 5% (322) 2205Income: Under 50k 20% (276) 25% (337) 2% (66) 27% (369) 6% (222) 37Income: 50k-100k 8% (02) 26% (46) 3% (74) 32% (8) % (62) 565Income: 100k+ 2% (56) 25% (68) 2% (32) 28% (76) 4% (37) 269Ethnicity: White 6% (284) 24% (408) 2% (207) 33% (577) 4% (250) 726Ethnicity: Hispanic 28% (99) 30% (06) 6% (57) 2% (4) 4% (47) 350Ethnicity: Afr. Am. 3% (84) 33% (90) 3% (36) 0% (28) 3% (36) 275Ethnicity: Other 32% (65) 26% (53) 4% (29) 0% (2) 8% (36) 204Relig: Protestant 4% (67) 23% (08) 3% (6) 38% (78) 2% (57) 47Relig: Roman Catholic 7% (65) 24% (9) 8% (29) 37% (4) 4% (54) 380Relig: Ath./Agn./None 23% (54) 24% (62) 2% (82) 24% (59) 6% (06) 664Relig: Something Else 24% (9) 30% (4) % (43) 2% (78) 5% (56) 382Relig: Jewish 7% (9) 30% (6) 9% (5) 38% (2) 6% (3) 53Relig: All Christian 6% (88) 24% (275) 3% (47) 34% (389) 4% (60) 59Relig: All Non-Christian 23% (245) 26% (276) 2% (25) 23% (238) 5% (62) 046Community: Urban 27% (67) 25% (57) % (65) 22% (36) 5% (93) 68Community: Suburban 8% (66) 26% (240) 4% (34) 3% (289) 2% (0) 939Community: Rural 6% (0) 24% (53) % (74) 3% (20) 8% (8) 648Employ: Private Sector 25% (57) 29% (8) 2% (75) 2% (34) 3% (79) 626Employ: Government 29% (45) 26% (4) 9% (4) 25% (38) % (7) 56Employ: Self-Employed 20% (42) 3% (64) 20% (42) 23% (47) 7% (4) 209Employ: Homemaker 8% (27) 26% (40) 8% (3) 33% (5) 5% (23) 53Employ: Student 3% (35) 26% (29) 2% (23) 3% (4) 0% () 2Employ: Retired 9% (45) 8% (86) 2% (56) 50% (243) % (53) 483Employ: Unemployed 5% (34) 28% (63) 3% (30) 2% (49) 23% (53) 229Employ: Other 20% (49) 20% (48) 8% (9) 2% (49) 30% (72) 237Military HH: Yes 2% (87) 24% (97) 3% (52) 29% (9) 3% (52) 406Military HH: No 9% (347) 25% (453) 2% (22) 28% (507) 5% (270) 799RD/WT: Right Direction 6% (38) 25% (23) % (97) 32% (269) 6% (34) 85RD/WT: Wrong Track 22% (295) 25% (338) 3% (75) 26% (357) 4% (88) 354


454





Adults 20% (433) 25% (55) 2% (272) 28% (626) 5% (322) 2205Trump Job Approve 5% (42) 24% (226) % (05) 34% (36) 5% (36) 924Trump Job Disapprove 24% (27) 26% (296) 4% (60) 24% (279) 2% (33) 40Trump Job Strongly Approve 7% (83) 22% (06) 2% (59) 36% (78) 3% (64) 490Trump Job Somewhat Approve 4% (60) 28% (9) % (46) 32% (38) 7% (72) 434Trump Job Somewhat Disapprove 27% (74) 26% (7) 9% (52) 8% (49) 9% (26) 272Trump Job Strongly Disapprove 23% (97) 26% (225) 2% (08) 26% (230) 2% (08) 868Favorable of Trump 5% (38) 25% (224) % (04) 35% (322) 4% (24) 9Unfavorable of Trump 24% (274) 26% (296) 4% (55) 24% (273) 2% (32) 30Very Favorable of Trump 7% (90) 24% (3) 2% (66) 35% (89) 2% (67) 543Somewhat Favorable of Trump 3% (48) 25% (93) 0% (38) 36% (33) 6% (57) 368Somewhat Unfavorable of Trump 25% (55) 28% (62) 7% (38) 9% (42) 2% (26) 223Very Unfavorable of Trump 24% (29) 26% (234) 3% (7) 26% (232) 2% (06) 907#1 Issue: Economy 22% (30) 26% (53) 5% (88) 24% (40) 3% (77) 588#1 Issue: Security 6% (7) 2% (92) 0% (44) 36% (56) 6% (67) 430#1 Issue: Health Care 24% (9) 27% (02) 2% (47) 22% (85) 5% (59) 385#1 Issue: Medicare / Social Security % (32) 23% (68) 2% (35) 42% (26) 2% (37) 299#1 Issue: Women’s Issues 26% (32) 29% (35) 8% (0) 23% (28) 3% (6) 22#1 Issue: Education 26% (38) 27% (4) 9% (4) 25% (37) 3% (20) 5#1 Issue: Energy 2% (2) 30% (3) 6% (6) 8% (8) 5% (5) 02#1 Issue: Other 4% (7) 23% (29) 3% (7) 27% (35) 23% (30) 292018 House Vote: Democrat 22% (67) 27% (2) 3% (02) 27% (208) % (82) 7702018 House Vote: Republican 7% () 23% (5) 3% (87) 36% (240) 2% (83) 6722018 House Vote: Someone else 20% (23) 20% (23) 3% (4) 24% (27) 22% (25) 02018 House Vote: Didnt Vote 2% (33) 25% (64) % (70) 23% (50) 20% (33) 6502016 Vote: Hillary Clinton 2% (37) 27% (76) 4% (95) 28% (86) 0% (69) 6632016 Vote: Donald Trump 4% (96) 22% (50) % (74) 40% (267) 2% (82) 6682016 Vote: Someone else 26% (52) 22% (44) 2% (25) 24% (46) 5% (30) 962016 Vote: Didnt Vote 22% (48) 27% (80) 2% (79) 9% (26) 2% (4) 675Voted in 2014: Yes 8% (242) 25% (348) 3% (78) 32% (44) % (56) 364Voted in 2014: No 23% (92) 24% (203) % (95) 22% (85) 20% (66) 84



455

Table AVE15




Adults 20% (433) 25% (55) 2% (272) 28% (626) 5% (322) 22052012 Vote: Barack Obama 20% (6) 27% (223) 4% (4) 28% (23) % (88) 872012 Vote: Mitt Romney 4% (73) 2% (2) % (56) 40% (209) 4% (74) 5242012 Vote: Other 9% (9) 20% (2) 2% (2) 32% (34) 6% (7) 032012 Vote: Didn’t Vote 24% (8) 26% (95) 2% (88) 20% (52) 9% (42) 7584-Region: Northeast 5% (6) 26% (03) % (44) 33% (3) 4% (56) 3944-Region: Midwest 2% (96) 20% (94) 0% (47) 33% (52) 6% (74) 4634-Region: South 9% (54) 27% (225) 3% (08) 26% (28) 5% (2) 8264-Region: West 24% (23) 25% (29) 4% (74) 24% (25) 4% (7) 52Evangelical 7% (0) 24% (52) 5% (97) 28% (82) 5% (98) 640Non-Evangelical 2% (324) 25% (399) % (75) 28% (444) 4% (224) 565TV shows: Every day 24% (263) 24% (265) % (25) 28% (30) 3% (40) 095TV shows: Several times per week 7% (92) 29% (55) 4% (77) 27% (46) 2% (66) 536TV shows: About once per week 9% (26) 25% (33) 3% (7) 32% (43) % (5) 34TV shows: Several times per month 6% (8) 26% (29) 6% (8) 27% (30) 6% (8) 3TV shows: About once per month 8% (6) 5% (0) 26% (8) 28% (20) 23% (6) 7TV shows: Less often than once per month 3% (3) 25% (25) 2% (2) 32% (32) 8% (8) 00TV shows: Never 0% (5) 22% (34) 3% (5) 34% (53) 32% (49) 56Movies: Every day 35% (59) 3% (40) 9% (42) 5% (68) 0% (47) 455Movies: Several times per week 22% (2) 29% (63) 5% (82) 24% (32) % (60) 558Movies: About once per week 2% (76) 23% (83) 3% (47) 25% (89) 8% (66) 362Movies: Several times per month 3% (38) 22% (62) 6% (44) 33% (94) 5% (43) 28Movies: About once per month 9% (5) 27% (47) 4% (24) 39% (68) % (9) 72Movies: Less often than once per month 6% (3) 8% (37) 4% (30) 44% (93) 8% (39) 2Movies: Never 7% (2) % (9) 2% (4) 50% (83) 29% (49) 66


456





Adults 20% (433) 25% (55) 2% (272) 28% (626) 5% (322) 2205Sports: Every day 34% (67) 22% (44) 6% (32) 2% (4) 6% (3) 98Sports: Several times per week 26% (84) 30% (98) 2% (40) 24% (79) 9% (28) 330Sports: About once per week 9% (50) 27% (72) 4% (37) 28% (76) 3% (35) 272Sports: Several times per month 8% (28) 26% (4) 3% (20) 26% (4) 7% (27) 58Sports: About once per month 8% (28) 27% (4) 5% (22) 30% (46) 0% (5) 5Sports: Less often than once per month 2% (47) 27% (00) 6% (59) 3% (8) 4% (54) 378Sports: Never 8% (29) 2% (54) 9% (62) 3% (224) 2% (50) 78Cable: I currently subscribe 20% (203) 25% (254) 3% (34) 29% (298) 2% (27) 05Cable: I subscribed in the past 7% (33) 28% (223) 2% (98) 28% (222) 5% (8) 793Cable: I have never subscribed 24% (97) 9% (74) 0% (4) 27% (07) 20% (78) 397Satellite television: I currently subscribe 22% (08) 24% (20) 9% (42) 30% (46) 6% (77) 492Satellite television: I subscribed in the past 8% (29) 27% (93) 4% (00) 27% (9) 4% (97) 70Satellite television: I have never subscribed 20% (96) 24% (238) 3% (29) 29% (290) 5% (48) 003Streaming service: I currently subscribe 23% (287) 27% (338) 2% (45) 24% (295) 3% (65) 229Streaming service: I subscribed in the past 23% (59) 29% (75) 3% (32) 22% (57) 3% (33) 255Streaming service: I have never subscribed 2% (88) 9% (39) 3% (95) 38% (274) 7% (24) 72Film: An avid fan 33% (255) 30% (233) 0% (80) 7% (29) 9% (73) 770Film: A casual fan 4% (58) 24% (284) 4% (65) 32% (374) 5% (80) 6Film: Not a fan 7% (20) 2% (33) 0% (27) 45% (24) 25% (69) 274Television: An avid fan 22% (233) 27% (284) 3% (34) 26% (265) 2% (22) 038Television: A casual fan 7% (70) 24% (246) 2% (7) 3% (35) 6% (59) 006Television: Not a fan 9% (30) 3% (2) 4% (22) 29% (46) 26% (4) 6Music: An avid fan 26% (302) 28% (327) 2% (43) 23% (274) 2% (36) 82Music: A casual fan 3% (8) 23% (20) 3% (9) 35% (35) 6% (50) 92Music: Not a fan 2% (4) 2% (3) 0% () 34% (38) 32% (36) Fashion: An avid fan 33% (0) 29% (97) 2% (40) 6% (53) 0% (34) 334Fashion: A casual fan 9% (67) 28% (248) 2% (2) 28% (254) 3% (5) 896Fashion: Not a fan 6% (56) 2% (205) 2% (2) 33% (39) 8% (74) 975



457

Table AVE15




Adults 20% (433) 25% (55) 2% (272) 28% (626) 5% (322) 2205Sporting events: Every day 34% (67) 22% (44) 6% (32) 2% (4) 6% (3) 98Sporting events: Several times per week 26% (84) 30% (98) 2% (40) 24% (79) 9% (28) 330Sporting events: About once per week 9% (50) 27% (72) 4% (37) 28% (76) 3% (35) 272Sporting events: Several times per month 8% (28) 26% (4) 3% (20) 26% (4) 7% (27) 58Sporting events: About once per month 8% (28) 27% (4) 5% (22) 30% (46) 0% (5) 5Sporting events: Less often than once per month 2% (47) 27% (00) 6% (59) 3% (8) 4% (54) 378Sporting events: Never 8% (29) 2% (54) 9% (62) 3% (224) 2% (50) 78Cable television: I currently subscribe 20% (203) 25% (254) 3% (34) 29% (298) 2% (27) 05Cable television: I subscribed in the past 7% (33) 28% (223) 2% (98) 28% (222) 5% (8) 793Cable television: I have never subscribed 24% (97) 9% (74) 0% (4) 27% (07) 20% (78) 397Satellite television: I currently subscribe 22% (08) 24% (20) 9% (42) 30% (46) 6% (77) 492Satellite television: I subscribed in the past 8% (29) 27% (93) 4% (00) 27% (9) 4% (97) 70Satellite television: I have never subscribed 20% (96) 24% (238) 3% (29) 29% (290) 5% (48) 003Streaming service: I currently subscribe 23% (287) 27% (338) 2% (45) 24% (295) 3% (65) 229Streaming service: I subscribed in the past 23% (59) 29% (75) 3% (32) 22% (57) 3% (33) 255Streaming service: I have never subscribed 2% (88) 9% (39) 3% (95) 38% (274) 7% (24) 72Film: An avid fan 33% (255) 30% (233) 0% (80) 7% (29) 9% (73) 770Film: A casual fan 4% (58) 24% (284) 4% (65) 32% (374) 5% (80) 6Film: Not a fan 7% (20) 2% (33) 0% (27) 45% (24) 25% (69) 274Television: An avid fan 22% (233) 27% (284) 3% (34) 26% (265) 2% (22) 038Television: A casual fan 7% (70) 24% (246) 2% (7) 3% (35) 6% (59) 006Television: Not a fan 9% (30) 3% (2) 4% (22) 29% (46) 26% (4) 6Music: An avid fan 26% (302) 28% (327) 2% (43) 23% (274) 2% (36) 82Music: A casual fan 3% (8) 23% (20) 3% (9) 35% (35) 6% (50) 92Music: Not a fan 2% (4) 2% (3) 0% () 34% (38) 32% (36) Fashion: An avid fan 33% (0) 29% (97) 2% (40) 6% (53) 0% (34) 334Fashion: A casual fan 9% (67) 28% (248) 2% (2) 28% (254) 3% (5) 896Fashion: Not a fan 6% (56) 2% (205) 2% (2) 33% (39) 8% (74) 975Note: Row proportions may total to larger than one-hundred percent due to rounding. For more information visit MorningConsultIntelligence.com.


Morning ConsultRespondent Demographics Summary

Respondent Demographics Summary

Summary Statistics of Survey Respondent DemographicsDemographic Group Frequency Percentage

xdemAll Adults 2205 00%

xdemGender Gender: Male 064 48%Gender: Female 4 52%

N 2205

age5 Age: 18-29 47 2%Age: 30-44 544 25%Age: 45-54 392 8%Age: 55-64 360 6%Age: 65+ 437 20%

N 2205

demAgeGeneration Generation Z: 18-21 65 7%Millennial: Age 22-37 635 29%

Generation X: Age 38-53 568 26%Boomers: Age 54-72 706 32%

N 2074

xpid3 PID: Dem (no lean) 722 33%PID: Ind (no lean) 800 36%PID: Rep (no lean) 682 3%

N 2205

xpidGender PID/Gender: DemMen 324 5%PID/Gender: DemWomen 398 8%

PID/Gender: Ind Men 366 7%PID/Gender: Ind Women 434 20%

PID/Gender: Rep Men 374 7%PID/Gender: Rep Women 308 4%

N 2205

xdemIdeo3 Ideo: Liberal (1-3) 70 32%Ideo: Moderate (4) 459 2%

Ideo: Conservative (5-7) 78 33%N 888

xeduc3 Educ: < College 56 69%Educ: Bachelors degree 445 20%

Educ: Post-grad 245 %N 2205


458

National Tracking Poll #190429, April, 2019Respondent Demographics Summary


xdemInc3 Income: Under 50k 37 62%Income: 50k-100k 565 26%

Income: 100k+ 269 2%N 2205

xdemWhite Ethnicity: White 726 78%

xdemHispBin Ethnicity: Hispanic 350 6%

demBlackBin Ethnicity: Afr. Am. 275 2%

demRaceOther Ethnicity: Other 204 9%

xrelNet Relig: Protestant 47 2%Relig: Roman Catholic 380 7%Relig: Ath./Agn./None 664 30%Relig: Something Else 382 7%

N 896

xreligion1 Relig: Jewish 53 2%

xreligion3 Relig: All Christian 59 53%Relig: All Non-Christian 046 47%

N 2205

xdemUsr Community: Urban 68 28%Community: Suburban 939 43%

Community: Rural 648 29%N 2205

xdemEmploy Employ: Private Sector 626 28%Employ: Government 56 7%

Employ: Self-Employed 209 9%Employ: Homemaker 53 7%

Employ: Student 2 5%Employ: Retired 483 22%

Employ: Unemployed 229 0%Employ: Other 237 %

N 2205

xdemMilHH1 Military HH: Yes 406 8%Military HH: No 799 82%

N 2205

xnr1 RD/WT: Right Direction 85 39%RD/WT: Wrong Track 354 6%

N 2205


459



Trump_Approve Trump Job Approve 924 42%Trump Job Disapprove 40 52%

N 2064

Trump_Approve2 Trump Job Strongly Approve 490 22%Trump Job Somewhat Approve 434 20%

Trump Job Somewhat Disapprove 272 2%Trump Job Strongly Disapprove 868 39%

N 2064

Trump_Fav Favorable of Trump 9 4%Unfavorable of Trump 30 5%

N 204

Trump_Fav_FULL Very Favorable of Trump 543 25%Somewhat Favorable of Trump 368 7%

Somewhat Unfavorable of Trump 223 0%Very Unfavorable of Trump 907 4%

N 204

xnr3 #1 Issue: Economy 588 27%#1 Issue: Security 430 20%

#1 Issue: Health Care 385 7%#1 Issue: Medicare / Social Security 299 4%

#1 Issue: Women’s Issues 22 6%#1 Issue: Education 5 7%

#1 Issue: Energy 02 5%#1 Issue: Other 29 6%

N 2205

xsubVote18O 2018 House Vote: Democrat 770 35%2018 House Vote: Republican 672 30%

2018 House Vote: Someone else 0 5%2018 House Vote: Didnt Vote 650 29%

N 2202

xsubVote16O 2016 Vote: Hillary Clinton 663 30%2016 Vote: Donald Trump 668 30%2016 Vote: Someone else 96 9%2016 Vote: Didnt Vote 675 3%

N 2203

xsubVote14O Voted in 2014: Yes 364 62%Voted in 2014: No 84 38%

N 2205


460



xsubVote12O 2012 Vote: Barack Obama 87 37%2012 Vote: Mitt Romney 524 24%

2012 Vote: Other 03 5%2012 Vote: Didn’t Vote 758 34%

N 2202

xreg4 4-Region: Northeast 394 8%4-Region: Midwest 463 2%

4-Region: South 826 37%4-Region: West 52 24%

N 2205

xdemEvang Evangelical 640 29%Non-Evangelical 565 7%

N 2205

AVEdem1_1 TV shows: Every day 095 50%TV shows: Several times per week 536 24%TV shows: About once per week 34 6%

TV shows: Several times per month 3 5%TV shows: About once per month 7 3%

TV shows: Less often than once per month 00 5%TV shows: Never 56 7%

N 2205

AVEdem1_2 Movies: Every day 455 2%Movies: Several times per week 558 25%Movies: About once per week 362 6%

Movies: Several times per month 28 3%Movies: About once per month 72 8%

Movies: Less often than once per month 2 0%Movies: Never 66 8%

N 2205

AVEdem1_3 Sports: Every day 98 9%Sports: Several times per week 330 5%Sports: About once per week 272 2%

Sports: Several times per month 58 7%Sports: About once per month 5 7%

Sports: Less often than once per month 378 7%Sports: Never 78 33%

N 2205


461



AVEdem2_1 Cable: I currently subscribe 05 46%Cable: I subscribed in the past 793 36%Cable: I have never subscribed 397 8%

N 2205

AVEdem2_2 Satellite television: I currently subscribe 492 22%Satellite television: I subscribed in the past 70 32%Satellite television: I have never subscribed 003 45%

N 2205

AVEdem2_3 Streaming service: I currently subscribe 229 56%Streaming service: I subscribed in the past 255 2%Streaming service: I have never subscribed 72 33%

N 2205

AVEdem3_1 Film: An avid fan 770 35%Film: A casual fan 6 53%

Film: Not a fan 274 2%N 2205

AVEdem3_2 Television: An avid fan 038 47%Television: A casual fan 006 46%

Television: Not a fan 6 7%N 2205

AVEdem3_3 Music: An avid fan 82 54%Music: A casual fan 92 4%

Music: Not a fan 5%N 2205

AVEdem3_4 Fashion: An avid fan 334 5%Fashion: A casual fan 896 4%

Fashion: Not a fan 975 44%N 2205

AVEdem1xx3_3 Sporting events: Every day 98 9%Sporting events: Several times per week 330 5%Sporting events: About once per week 272 2%

Sporting events: Several times per month 58 7%Sporting events: About once per month 5 7%

Sporting events: Less often than once per month 378 7%Sporting events: Never 78 33%

N 2205


462



AVEdem2xx4_1 Cable television: I currently subscribe 05 46%Cable television: I subscribed in the past 793 36%Cable television: I have never subscribed 397 8%

N 2205

AVEdem2xx5_2 Satellite television: I currently subscribe 492 22%Satellite television: I subscribed in the past 70 32%Satellite television: I have never subscribed 003 45%

N 2205

AVEdem2xx6_3 Streaming service: I currently subscribe 229 56%Streaming service: I subscribed in the past 255 2%Streaming service: I have never subscribed 72 33%

N 2205

AVEdem3xx7_1 Film: An avid fan 770 35%Film: A casual fan 6 53%

Film: Not a fan 274 2%N 2205

AVEdem3xx8_2 Television: An avid fan 038 47%Television: A casual fan 006 46%

Television: Not a fan 6 7%N 2205

AVEdem3xx9_3 Music: An avid fan 82 54%Music: A casual fan 92 4%

Music: Not a fan 5%N 2205

AVEdem3xx10_4 Fashion: An avid fan 334 5%Fashion: A casual fan 896 4%

Fashion: Not a fan 975 44%N 2205

Note: Group proportions may total to larger than one-hundred percent due to rounding. All statistics are calcu-lated with demographic post-strati cation weights applied.

463

464 Morning Consult

Documents

NationalTrackingPoll#190429 April11-15,2019 ... · NationalTrackingPoll#190429 April11-15,2019 CrosstabulationResults Methodology: ThispollwasconductedfromApril11-15,2019,amonganationalsampleof2205Adults