READ: Donald Trump Scores High E-Scores on Being ‘Mean’, ‘Insincere’, and ‘Creepy’ and Has a 39% Strong Negative Appeal Score Vs. 14% Positive

Ouch.

The New York Times obtained President Donald Trump’s 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.”

The results were not kind.

The E-Score, the publication notes, “calculates awareness and appeal of individuals in the public eye,” and also “tracks how individuals score on more than 40 personality and physical attributes.” According to Trump’s scores from December, he scored high marks for being aggressive” (48 percent) as well as “mean” (38 percent). “Insincere,” “confident” and “creepy” are also high on the list. He scored between zero and four percent for the attributes “sexy,” “impartial,” “handsome” and “physically fit.”

29 percent described the president as “overexposed.” His overall “positive appeal” stands at 14 percent while his overall “negative appeal” stands at 39 percent.

Trump is most popular with individuals over the age of 55 and is consistently more popular with men across all age groups.

The president is known to be obsessive about his approval ratings. That he’s so unpopular is a surprise to no one.


E-Poll Market Research offers an annual subscription of at least $17,000 to marketing, advertising and entertainment executives who wish to access information on the marketing effectiveness of the more than 10,000 people compiled in its database. The company surveys about 1,100 online participants every week and has tracked Trump since he appeared on NBC’s The Apprentice.

Other members of the Trump administration have also received E-scores, including:

  • Ivanka Trump, the president’s daughter and adviser, who has about 70 percent name recognition and 47 percent facial recognition, according to data compiled in December. She is more popular with men across all age groups and is least popular with adults between the ages of 18 and 24. She scored highest for the attributes of “attractive” (32 percent), “beautiful” (28 percent) and “glamorous” (25 percent) and lowest for the attributes of “funny” (1 percent), “can identify with” (2 percent) and “exciting” (3 percent).
  • Jared Kushner, the president’s son-in-law and adviser, who has about 35 percent name recognition, according to data compiled in May. Kushner scored highest for the attributes of “insincere” (29 percent), “creepy” (27 percent) and “overexposed” (22 percent). He scored lowest for the attributes of “exciting,” “glamorous” and “emotional” (1 percent).
  • Kellyanne Conway, the counselor to the president, who is tied with Sarah Huckabee Sanders, the press secretary, with about 37 percent name recognition. Conway’s data was compiled in May; Sanders’s data was compiled in December. Both women scored 32 percent on facial recognition. Conway has a “strong positive appeal of 9 percent and a strong negative appeal of 43 percent” compared to Sanders, who has “a strong positive appeal of 19 percent and a strong negative appeal of 28 percent.”
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