More Than a Quarter of Americans Prefer a Painful Trip to Dentist to Picking up a Mop iVillages Momtourage.com Poll Spotlight



With household cleaning considered a major time-consuming chore by nearly half (48%) of all Americans, iVillage's new Momtourage site (www.momtourage.com) commissioned a poll* to discover just how distasteful dusting, dishwashing, scrubbing and sweeping is to the general public.

According to the survey, there are some unsavory things that people would prefer to undertake.

· For example, 27% of respondents said they would rather have a tooth drilled at the dentist than clean their homes.

· More than 1 out 10 (13%) would choose to be chewed out by their boss than take a bite out of household cleaning.

· When it comes cooking -- another domestic task -- the majority (71%) said that they much prefer preparing food to cleaning up after the meal is done.

In response, iVillage's Momtourage is letting users vie for additional household help in the form of either a personal chef, babysitter -- or professional cleaner -- in its new "Momtourage Showcase" contest. The three Grand Prize Winners will also receive a special dinner, prepared by a contestant from Bravo's Top Chef program, to share with the people who help them get it all done - their Momtourage members.

Users can enter for a chance to win by visiting www.momtourage.com now!

*Methodology: The results contained in this report are based on telephone interviews conducted from July 11 to 13, 2008. A total 1,004 interviews were completed with 527 female adults and 477 male adults. The margin of error is +/- 3 percentage points and is higher for subgroups.

About iVillage:

iVillage Inc., a wholly-owned subsidiary of NBC Universal, Inc., is the first and largest media company dedicated exclusively to connecting women at every stage of their lives. Ranked the #1 online destination for women with 29 million unique visitors (comScore MediaMetrix, May 2008), iVillage.com offers an authentic community infused with compelling content from experts on health, parenting, pregnancy, beauty, style, fitness, relationships, food and entertainment. The site's interactive features include thousands of message boards and a wide variety of social networking tools, allowing women around the world to connect, share ideas, and seek advice and support about everything from fertility to fashion.

Established in 1995, iVillage's brand extensions include iVillage UK, iVillage Total Health and owned sites Astrology.com GardenWeb and gURL.com in addition to the Newborn Channel. The company, acquired by NBC Universal, Inc. in May 2006, is based in New York.





More Than a Quarter of Americans Prefer a Painful Trip to Dentist to Picking up a Mop iVillages Momtourage.com Poll Spotlight