「劇団四季」好きは「無印良品」も好き!? 消費者の好みを関連性で分析するサービス


1月15日、TBSテレビとインフォコム株式会社が協業して開発した新たなマーケティングサービス「Histrend(ヒストレンド)」の提供が開始された。同サービスは、企業のマーケティング・プロモーション・商品開発関連部向けに開発された、消費者の嗜好を"関連性"という視点で分析するサービスだ。


昨今、企業の消費者向けプロモーションは多様化している。このように表現すると安易な言い方になってしまうかもしれないが、"メディアミックス"や"コラボレーション"、"タイアップ"といった形で、ひとつの商品やサービスをプロモーションする際、別の商品・サービスそれ自体やその特性を関連付けた"何か"を併せて提供する形式が当たり前になっているのである。

たとえば、ある旅行代理店が提供する海外ツアーに「いま申し込めば〇〇の限定グッズプレゼント!」という宣伝文句が付いていたり、大手チェーン系飲食店やコンビニが人気マンガ・アニメをモチーフにしたメニューを新発売したりといった具合だ。多くの人が、このような関連付けられたプロモーション活動を目にしたことがあるだろう。

このようなプロモーションにおいて重要となるのが、「関連付けているもの同士の相性は、はたして消費者にとって良いものなのか?」ということだ。組み合わせる上での親和性が高いものでなくては、せっかく時間やお金をかけてプロモーションの用意をしたところで、意味をなさない。

この「Histrend」は、そんな視点に立ったマーケティングサービスといえる。同サービスが保有しているのは、TBSマーケティング部が約40年間継続して調査してきたという"人の好み"に関するアンケート「TBS総合嗜好調査」で蓄積されたデータだ。このデータに基づき、ブランド・人・モノなどで"共に好まれやすい"もの同士の関係性を可視化するツールとなっている。

たとえば、2012年度の同調査では以下のような嗜好の関連性があることが分かっているそうだ。

■「興味を感じる・くわしく知りたいと思う日本歴史上の人物」という設問で「織田信長」と答えた人は、「ローストビーフ」や「とんかつ・串かつ」などの肉類が好きで、同時に「とら」や「ライオン」といった攻撃的な動物を好む傾向がある
■同設問で「徳川家康」と答えた人は、信長派とは違い「白菜」といった草食を、また「イルカ」や「パンダ」といった穏やかでおとなしい(イメージの強い)動物を好む傾向がある
■「好きな芝居・演劇・演芸」で「劇団四季」と答えた人は、「好きなブランド」で「無印良品」を挙げる傾向がある
(すべて「ヒストレンドプレスリリース」より引用)

このように、様々な「共に好まれやすいもの」をジャンルを問わず把握できるというのが、同サービスの売りだ。企業側にとっては、具体的なペルソナ(ターゲット軸)をイメージすることが容易になるだろう。特に、「劇団四季」と「無印良品」の関係性のような例は、有効な販売促進プランを生むのに役立ちそうだ。

「Histrend」では今後、世代・性別・年代といった切り口で消費者を分類することが可能になるとされているほか、ペルソナと同じ経験をした同年代の消費者が時間の経過と共にどう変化するかを時系列に分析する手法やその分析例などの情報を定期的に発信していくとしている。

このようなアップデートも含め、今後「Histrend」のようなマーケティングサービスが、多様化するプロモーション活動の中で思考をめぐらす企業に重宝されていくかもしれない。

【参照リンク】
・ヒストレンド 消費者嗜好分析サービス
https://histrend.jp/ 

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(FROM LEFT): Actors Amy Adams, Bradley Cooper and Jennifer Lawrence, who won in Best Motion Picture - Musical or Comedy for 'American Hustle', pose in the press room during the 71st Annual Golden Globe Awards in Beverly Hills, California, January 12, 2014. AFP PHOTO / Robyn BECK (Photo credit should read ROBYN BECK/AFP/Getty Images)
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Jennifer Lawrence holds her trophy after winning best supporting actress in a movie for her role in the crime caper 'American Hustle' in the press room during the 71st Annual Golden Globe Awards in Beverly Hills, California, January 12, 2014. (Photo credit should read ROBYN BECK/AFP/Getty Images)
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Actress Cate Blanchett celebrates winning Best Actress in a Motion Picture - Drama for 'Blue Jasmine' in the press room during the 71st Annual Golden Globe Awards in Beverly Hills, California, January 12, 2014. AFP PHOTO / Robyn BECK (Photo credit should read ROBYN BECK/AFP/Getty Images)
Actress Cate Blanchett celebrates winning Best Actress in a Motion Picture - Drama for 'Blue Jasmine' in the press room during the 71st Annual Golden Globe Awards in Beverly Hills, California, January 12, 2014. AFP PHOTO / Robyn BECK (Photo credit should read ROBYN BECK/AFP/Getty Images)
BEVERLY HILLS, CA - JANUARY 12: Actress Cate Blanchett, winner of Best Actress in a Motion Picture - Drama for 'Blue Jasmine,' poses in the press room during the 71st Annual Golden Globe Awards held at The Beverly Hilton Hotel on January 12, 2014 in Beverly Hills, California. (Photo by Kevin Winter/Getty Images)
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Elisabeth Moss poses in the press room with the award for best actress in a mini-series or motion picture made for television for "Top of the Lake" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Elisabeth Moss poses in the press room with the award for best actress in a mini-series or motion picture made for television for "Top of the Lake" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Jacqueline Bisset poses in the press room with the award for best supporting actress in a series, mini-series or motion picture made for television for "Dancing on the Edge" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Jacqueline Bisset poses in the press room with the award for best supporting actress in a series, mini-series or motion picture made for television for "Dancing on the Edge" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
From left, Larry Mullen Jr., Bono, Adam Clayton, and The Edge of U2 pose in the press room with the award for best original song for "Ordinary Love" from the film "Mandela: Long Walk to Freedom" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
From left, Larry Mullen Jr., Adam Clayton, Bono and The Edge of U2 pose in the press room with the award for best original song for "Ordinary Love" from the film "Mandela: Long Walk to Freedom" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Alex Ebert poses in the press room with the award for best original score - motion picture for "All is Lost" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Andy Samberg poses in the press room with the award for best actor in a television series - comedy or musical for "Brooklyn Nine - Nine" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Andy Samberg poses in the press room with the award for best actor in a television series - comedy or musical for "Brooklyn Nine - Nine" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Amy Adams poses in the press room with the award for best actress in a motion picture - comedy or musical for "American Hustle" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Robin Wright poses in the press room with the award for best actress in a television series - drama for "House of Cards" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
BEVERLY HILLS, CA - JANUARY 12: Actress Robin Wright, winner of Best Actress in a Television Series - Drama for 'House of Cards,' poses in the press room during the 71st Annual Golden Globe Awards held at The Beverly Hilton Hotel on January 12, 2014 in Beverly Hills, California. (Photo by Kevin Winter/Getty Images)
BEVERLY HILLS, CA - JANUARY 12: In this handout photo provided by NBCUniversal, Jennifer Lawrence accepts the award for Best Supporting Actress in a Motion Picture for 'American Hustle' during the 71st Annual Golden Globe Award at The Beverly Hilton Hotel on January 12, 2014 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 12: In this handout photo provided by NBCUniversal, Jennifer Lawrence accepts the award for Best Supporting Actress in a Motion Picture for 'American Hustle' during the 71st Annual Golden Globe Award at The Beverly Hilton Hotel on January 12, 2014 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 12: In this handout photo provided by NBCUniversal, Jennifer Lawrence accepts the award for Best Supporting Actress in a Motion Picture for 'American Hustle' during the 71st Annual Golden Globe Award at The Beverly Hilton Hotel on January 12, 2014 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
BEVERLY HILLS, CA - JANUARY 12: In this handout photo provided by NBCUniversal, Presenter Jennifer Lawrence speaks onstage during the 71st Annual Golden Globe Award at The Beverly Hilton Hotel on January 12, 2014 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
This image released by NBC shows Robin Wright accepting the award for best actress in a drama TV series for her role in "House of Cards" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Robin Wright accepting the award for best actress in a drama TV series for her role in "House of Cards" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
Robin Wright poses in the press room with the award for best actress in a television series - drama for "House of Cards" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Jared Leto poses in the press room with the award for best supporting actor in a motion picture for "Dallas Buyers Club" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Aaron Paul, left, and Bryan Cranston pose in the press room with the award for best television series - drama for "Breaking Bad" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Aaron Paul, left, and Bryan Cranston pose in the press room with the award for best television series - drama for "Breaking Bad" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Anna Gunn, right, poses in the press room at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Amy Adams poses in the press room with the award for best actress in a motion picture - comedy or musical for "American Hustle" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Bryan Cranston, from left, Vince Gilligan, and Aaron Paul pose in the press room with the award for best television series - drama for "Breaking Bad" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. Cranston also won the award for best actor in a drama series. (Photo by Jordan Strauss/Invision/AP)
Jared Leto, left, poses in the press room with the award for best supporting actor in a motion picture for "Dallas Buyers Club" with Christoph Waltz, right, at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Bryan Cranston poses in the press room with the award for best TV series - drama for "Breaking Bad" and best actor in a TV series - drama for "Breaking Bad" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Bryan Cranston poses in the press room with the award for best TV series - drama for "Breaking Bad" and best actor in a TV series - drama for "Breaking Bad" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Cate Blanchett poses in the press room with the award for best actress in a motion picture - drama for "Blue Jasmine" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Cate Blanchett poses in the press room with the award for best actress in a motion picture - drama for "Blue Jasmine" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Matthew McConaughey poses in the press room with the award for best actor in a motion picture - drama for "Dallas Buyers Club" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Leonardo DiCaprio poses in the press room with the award for best actor in a motion picture - comedy or musical for "The Wolf of Wall Street" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
From left, Andy Samberg, Michael Schur, Dan Goor and Terry Crews pose in the press room with the award for best television series - comedy or musical for "Brooklyn Nine - Nine" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Elisabeth Moss poses in the press room with the award for best actress in a mini-series or motion picture made for television for "Top of the Lake" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
This image released by NBC shows Amy Adams accepting the award for best actress in a motion picture, musical or comedy for her role in, "American Hustle" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
IMAGE DISTRIBUTED FOR AMC - Aaron Paul attends the AMC, Sundance and IFC viewing party for the Golden Globes, on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by John Shearer/Invision for AMC/AP Images)
From left, Bryan Cranston, Anna Gunn, Betsy Brandt, Vince Gilligan, RJ Mitte, and Aaron Paul pose in the press room with the award for best tv series - drama for "Breaking Bad" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Aaron Paul, left, and Bryan Cranston pose in the press room with the award for best TV series - drama for "Breaking Bad" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Cate Blanchett poses in the press room with the award for best actress in a motion picture - drama for "Blue Jasmine" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
From left, Michael Fassbender, Bill Pohlad, Lupita Nyong'o, Chiwetel Ejiofor, Dede Gardner, Steve McQueen, Sarah Paulson, Jeremy Kleiner, Anthony Katagas and Hans Zimmer pose in the press room with the award for best motion picture - drama for "12 Years a Slave" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Alfonso Cuaron, right, poses with Sheherazade Goldsmith and the award for best director for "Gravity" in the press room at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Steve McQueen poses in the press room with the award for best motion picture - drama for "12 Years a Slave" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Jesse Spencer, left, and Taylor Kinney pose in the press room at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Alfonso Cuaron poses in the press room with the award for best director for "Gravity" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
From left, Stephanie Beatriz, Melissa Fumero, Chelsea Peretti, Andy Samberg, Michael Schur, Dan Goor, Terry Crews, Andre Braugher, David Miner and Joe Lo Truglio pose in the press room with the award for best television series - comedy or musical for "Brooklyn Nine - Nine" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
From left, Chelsea Peretti, Melissa Fumero and Stephanie Beatriz, winners of the award for best television series - comedy or musical for "Brooklyn Nine - Nine" pose in the press room at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
From left, Lupita Nyong'o, Chiwetel Ejiofor, Steve McQueen, Sarah Paulson and Michael Fassbender pose in the press room with the award for best motion picture - drama for "12 Years a Slave" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Steve McQueen poses in the press room with the award for best motion picture - drama for "12 Years a Slave" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Amy Adams, left, and David O. Russell, winners of the award for best motion picture - comedy or musical for "American Hustle" pose in the press room at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Ben Affleck poses in the press room at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
From left, Lupita Nyong'o, Chiwetel Ejiofor, Steve McQueen, Sarah Paulson, and Michael Fassbender pose in the press room with the award for best motion picture - drama for "12 Years a Slave" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Melissa McCarthy, left, and Jimmy Fallon pose in the press room at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Melissa McCarthy, left, and Jimmy Fallon pose in the press room at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Melissa McCarthy, left, and Jimmy Fallon pose in the press room at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Michael Douglas poses in the press room with the award for best actor in a mini-series or motion picture made for television for "Behind the Candelabra" at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Melissa McCarthy, left, and Jimmy Fallon pose in the press room at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
Jimmy Fallon poses in the press room at the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (Photo by Jordan Strauss/Invision/AP)
This image released by NBC shows hosts Tina Fey, left, and Amy Poehler during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows hosts Tina Fey, left, and Amy Poehler during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows hosts Tina Fey, left, and Amy Poehler during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows hosts Tina Fey, left, and Amy Poehler during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Jennifer Lawrence, left, accepting the award for best supporting actress in a motion picture for her role in "American Hustle," during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Jennifer Lawrence, left, accepting the award for best supporting actress in a motion picture for her role in "American Hustle," as presenters Sandra Bullock, right, and Tom Hanks, second right, look on during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Jennifer Lawrence, left, accepting the award for best supporting actress in a motion picture for her role in "American Hustle," during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Jennifer Lawrence during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Jennifer Lawrence, left, accepting the award for best supporting actress in a motion picture for her role in "American Hustle," during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Jennifer Lawrence, left, accepting the award for best supporting actress in a motion picture for her role in "American Hustle," during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Amy Adams accepting the award for best actress in a motion picture, musical or comedy for her role in, "American Hustle" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Amy Adams accepting the award for best actress in a motion picture, musical or comedy for her role in, "American Hustle" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Amy Adams accepting the award for best actress in a motion picture, musical or comedy for her role in, "American Hustle" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Jon Voight accepting the award for best supporting actor in a series, mini-series or TV movie for his role in "Ray Donovan" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows, from left, The Edge, Bono, Larry Mullen, Jr., background and Adam Clayton of U2 with the award for best original song - in a motion picture for "Ordinary Love" from the film "Mandela: Long Walk to Freedom" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Robin Wright accepting the award for best actress in a drama TV series for her role in "House of Cards" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Olivia Wilde during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Olivia Wilde during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Robert Downey Jr. during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Robert Downey Jr. during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenters, from left, Taylor Kinney, Amber Heard and Jesse Spencer during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenters, from left, Kate Beckinsale, Usher and Sean Diddy Combs during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Spike Jonze accepting the award for best screenplay in a motion picture for "Her" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Kyra Sedgwick, left, and Kevin Bacon during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenters, from left, Usher, Sean Combs, and Kate Beckinsale during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Elisabeth Moss accepting the award for best actress in a mini-series or TV movie for her role in "Top of the Lake"during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Laura Dern during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Andy Samberg accepting the award for best actor in a TV comedy series for his role in "Brooklyn Nine-Nine," during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenters Seth Meyers, left, and Julie Bowen during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenters Kyra Sedgwick, left, and Kevin Bacon during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Robert Downey Jr. during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Diane Keaton accepting the Cecil B. DeMille award on behalf of Woody Allen during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Diane Keaton accepting the Cecil B. DeMille award on behalf of Woody Allen during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Diane Keaton accepting the Cecil B. DeMille award on behalf of Woody Allen during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Leonardo DiCaprio accepting the award for best actor in a motion picture comedy for his role in "The Wolf of Wall Street" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Leonardo DiCaprio accepting the award for best actor in a motion picture comedy for his role in "The Wolf of Wall Street" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Reese Witherspoon during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Drew Barrymore during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Emma Stone during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Leonardo DiCaprio accepting the award for best actor in a motion picture comedy for his role in "The Wolf of Wall Street" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Ben Affleck during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Emma Thompson during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Miss Golden Globe Sosie Bacon, daughter of Kyra Sedgwick and Kevin Bacon during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenters Jonah Hill, left, and Margot Robbie during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Amy Poehler reacting after winning best actress in a TV comedy series for her role in "Parks and Recreation" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenters Chris Hemsworth, left, and Niki Lauda during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenters Chris Hemsworth, left, and Niki Lauda during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenters Melissa McCarthy, left, and Jimmy Fallon during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenters Melissa McCarthy, left, and Jimmy Fallon during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows hosts Tina Fey, left, and Amy Poehler during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows hosts Tina Fey, left, and Amy Poehler during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenters Emilia Clarke, left, and Chris O'Donnell during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Alfonso Cuaron accepting the award for best director for "Gravity" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Alfonso Cuaron accepting the award for best director for "Gravity" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Matthew McConaughey accepting the award for best actor in a motion picture drama for his role in "Dallas Buyers Club" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Matthew McConaughey accepting the award for best actor in a motion picture drama for his role in "Dallas Buyers Club" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Matthew McConaughey accepting the award for best actor in a motion picture drama for his role in "Dallas Buyers Club" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Cate Blanchett accepting the award for best actress in a motion picture drama for her role in "Blue Jasmine" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Cate Blanchett accepting the award for best actress in a motion picture drama for her role in "Blue Jasmine" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Michael Douglas accepting the award for best actor in a TV miniseries or movie for his role as Liberace in "Behind the Candelabra" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Michael Douglas accepting the award for best actor in a TV miniseries or movie for his role as Liberace in "Behind the Candelabra" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Michael Douglas accepting the award for best actor in a TV miniseries or movie for his role as Liberace in "Behind the Candelabra" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Dan Goor accepting the award for best TV comedy series for "Brooklyn Nine-Nine" as the cast and crew look on during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Chris Buck, left, and Jennifer Lee accepting the award for best animated feature for "Frozen" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Jessica Chastain during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Jessica Chastain during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows hosts Tina Fey, left, and Amy Poehler during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Nicola Giuliano, left, and Paolo Sorrentino accepting the award for best foreign language film for "The Great Beauty" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Hollywood Foreign Press Association President Theo Kingma during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Johnny Depp during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Christoph Waltz during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows host Amy Poehler, left, and Miss Golden Globe Sosie Bacon during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows presenter Christoph Waltz during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
CORRECTS SPELLING FROM BISSETT TO BISSET - This image released by NBC shows Jacqueline Bisset accepting the award for best supporting actress in a series, mini-series or TV movie for her role in, "Dancing on the Edge" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
CORRECTS SPELLING FROM BISSETT TO BISSET - This image released by NBC shows Jacqueline Bisset accepting the award for best supporting actress in a series, mini-series or TV movie for her role in, "Dancing on the Edge" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Jacqueline Bisset accepting the award for best supporting actress in a series, mini-series or TV movie for her role in, "Dancing on the Edge" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows hosts Tina Fey, left, and Amy Poehler during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Matthew McConaughey accepting the award for best actor in a motion picture drama for his role in "Dallas Buyers Club" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)
This image released by NBC shows Cate Blanchett accepting the award for best actress in a motion picture drama for her role in "Blue Jasmine" during the 71st annual Golden Globe Awards at the Beverly Hilton Hotel on Sunday, Jan. 12, 2014, in Beverly Hills, Calif. (AP Photo/NBC, Paul Drinkwater)