April 2, 2019

BUT OLD WHITE MEN LOVE HIM!:

Trump Lives by Ratings. He Won't Like This One. (Annie Karni, April 1, 2019, NY Times)

[M]r. Trump may not like how his brand is faring in one important metric: his "E-Score," a number compiled by E-Poll Market Research that is not publicly available, but which marketing executives, network television stations and advertisers rely on to figure out which personalities appeal to audiences -- and which do not.

Like the Q Score, which measures the appeal of celebrities, the E-Score calculates awareness and appeal of individuals in the public eye. But it also tracks how individuals score on more than 40 personality and physical attributes.

In terms of those attributes, Mr. Trump was most often described as "aggressive" (48 percent) and "mean" (38 percent), according to his scores from December that were obtained by The New York Times. He also scored high for being "insincere," "confident" and "creepy." But he scored between 0 and 4 percent for the attributes of "sexy," "impartial," "handsome" and "physically fit."

About 29 percent of people described Mr. Trump as "overexposed." And his overall strong positive appeal is 14 percent, compared with an overall strong negative appeal of 39 percent.

Among adults over the age of 55, Mr. Trump consistently held more positive appeal than among those who are younger. Mr. Trump also consistently held more positive appeal with men than with women, across all age groups.



Posted by at April 2, 2019 12:03 AM

  

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