Book Marketing

Trump Lives by Ratings. He Won’t Like This One. – The New York Times


President Trump at a rally in Grand Rapids, Mich., last week. E-Poll Market Research started tracking Mr. Trump when he was a television personality on “The Apprentice.”CreditCreditTom Brenner for The New York Times

WASHINGTON — President Trump has long been focused on measuring his brand, obsessively reviewing television ratings, cataloging his magazine covers and fixating on polls.

But Mr. 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.

Marketing, advertising and entertainment executives pay E-Poll Market Research an annual subscription of $17,000 and up to access its database, allowing them to analyze the views of American consumers and assess the marketing effectiveness of each celebrity rated. The company, which has about 10,000 profiles in its database and surveys about 1,100 online participants every week, started tracking Mr. Trump when he was a television personality on “The Apprentice,” according to a spokesman, Randy Parker.

“We do not approve of the use of E-Poll’s data in this story and cannot confirm or deny the information you were given,” he said.

In 2010, during the heyday of “The Apprentice,” Mr. Trump’s Q Score showed he was more popular with African-American and Hispanic audiences than he was with white audiences, according to “Devil’s Bargain: Steve Bannon, Donald Trump and the Nationalist Uprising,” by the journalist Joshua Green.

Back then, advertisers viewed Mr. Trump as a symbol of multiculturalism, according to Mr. Green’s book. But Mr. Trump no longer has an updated Q Score because he left the entertainment industry; the company Marketing Evaluations stopped tracking him in the winter of 2015.

“He definitely had the profile of a ‘love to hate’ personality going into the election,” said Henry Schafer, executive vice president of the company. “He had one of the lowest positive Q Scores and one of the highest negative Q Scores. It looks like he just continued doing that up until today.”

Supporters at Mr. Trump’s rally in Grand Rapids. Mr. Trump scores consistently higher with men than with women.CreditTom Brenner for The New York Times

Mr. Schafer said the key to Mr. Trump’s success was “extremely high awareness,” even if much of it was negative. “You always have a portion of the population that enjoys that kind of reality, and that’s his base,” he said.

Officials in the Trump White House also receive E-Scores, in part because networks often want to know how those officials are perceived.

Ivanka Trump, the president’s elder daughter, has about 70 percent name recognition, compared with 35 percent for her husband, Jared Kushner; 37 percent for Kellyanne Conway, a White House counselor; and 37 percent for Sarah Huckabee Sanders, the press secretary, in a reminder of the overwhelming celebrity power of her last name. Mr. Kushner and Ms. Conway’s scores were from May, while Ms. Trump’s and Ms. Sanders’s score were compiled in December.

In terms of facial recognition, Ms. Trump scored 47 percent, slightly higher than Ms. Conway and Ms. Sanders, the most public-facing administration officials, who both scored a 32 percent for facial recognition.

Ms. Trump’s overall strong positive appeal was 12 percent, compared with an overall strong negative appeal of 21 percent. While Ms. Trump was more disliked than liked among every age group by men and women alike, she consistently had a slight edge with men over women.

Ms. Trump is most popular among adults over the age of 55 and least popular with adults between the ages of 18 and 24.

In a list of attributes that celebrities are graded on, Ms. Trump was most often described as “attractive” (32 percent), “beautiful” (28 percent) and “glamorous” (25 percent). She ranked lowest on “funny” (1 percent), “can identify with” (2 percent) and “exciting” (3 percent).

That was higher than the ratings for Mr. Kushner, whose overall strong positive appeal was 6 percent and whose overall strong negative appeal was 36 percent. Mr. Kushner rarely appears on television and has no social media profile. But he is a constant figure in the news, given his broad portfolios and influence in the White House.

Mr. Kushner scored highest for the attributes of “insincere” (29 percent), “creepy” (27 percent) and “overexposed” (22 percent). He was lowest in terms of “exciting,” “glamorous” and “emotional,” rating 1 percent in those categories.

Ms. Conway, a regular presence on network and cable television touting Mr. Trump’s accomplishments and criticizing the way he is covered, had a strong positive appeal of 9 percent and a strong negative appeal of 43 percent.

Ms. Sanders, who has phased out the regular White House press briefing, which often had contentious back-and-forths with reporters, and is now more often seen in friendlier venues like the morning show “Fox & Friends,” ranked somewhat higher, with a strong positive appeal of 19 percent and a strong negative appeal of 28 percent.

The scores show the public views Ms. Sanders as more of an honest broker than Ms. Conway, who became infamous in the administration’s early days for coining the phrase “alternative facts.”

Ms. Sanders scored 15 percent for “trustworthy,” compared with Ms. Conway’s 8 percent ranking in the same category. Ms. Conway was described by 31 percent of respondents as “insincere,” compared with 27 percent for Ms. Sanders.

A version of this article appears in print on , on Page A20 of the New York edition with the headline: In These Ratings, President Scores High for ‘Aggressive’ and ‘Mean’. Order Reprints | Today’s Paper | Subscribe

Related Coverage

A Year Later, Trump Is Less Popular Across Voting Blocs. See by How Much.

President Trump’s 100 Days of Record-Low Approval Ratings

Kratom Capsules for Sale

Left Coast Kratom is here to help you experience the freshest highest quality kratom powders and extracts at competitive prices.