[E]very two years we conduct an update to find out which dead celebrities are the most and least appealing in a variety of categories (e.g., actors, comics, musicians, singers, etc.).
The strength of the emotional connection consumers have with the deceased celebrity plays a key role in determining their licensing potential and value as an intellectual property. (…)
Beyond demographics, other information can be accessed from our database such as purchasers of pre-recorded classic movies, home ownership, cable households, computer users and dog or cat ownership.
Thus, for example, a ranking of celebrity appeal can be tabulated among “past year buyers of classic movies on DVD or Blu-Ray”, “apartment dwelling cat owners” or “Netflix subscribers”.
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