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TMA’s Celebrity DBI has been recognized as the “gold standard” of quantitative measurement of celebrities in Steven Goldstein’s new book The Turn On. The book describes the industry of creating likeability, how public figures create—and sometimes, destroy—their likeability, and how readers can develop the necessary tools to take control of their own likeability and become more like their favorite stars.
Celebrity DBI is TMA’s proprietary celebrity evaluation system built for brands. It’s powered by a 5 million-member research panel.
The book quotes Jeff Chown, President of Culture Marketing at TMA, as he describes how the agency leverages the data in its work with brands.
“Once a brand approaches us or we approach a brand, we brainstorm to find the right celebrity. That’s the first stage. At the second stage we use the Celebrity DBI to make sure we’re casting the right person, and once we’re sure, we then approach the celebrity and the celebrity’s agent. The third stage is managing the relationships between the talent and the brand throughout the life of the relationship.”
The Celebrity DBI measures celebrities across the attributes of awareness, appeal, breakthrough, endorsement, influence, trendsetter, aspiration, and trust, with an additional overall score based on a combination of awareness and appeal. The mix of attributes tell a more robust story behind the celebrities’ potential effectiveness as a spokesperson or brand ambassador, helping brands get the best return on their investment.
Goldstein used the instrument to describe how different types of scandals impact celebrity likeability, and where they go from there. Using the fluctuating likeability scores of celebrities such as Lance Armstrong, Tiger Woods, Brian Williams, Bill Cosby, Kevin Spacey, Roseanne Barr, Mel Gibson, and Morgan Freeman, he describes how likely it is, if it all, that they could bounce back in their rankings.