Trump Lives by Ratings. It's not going like this.

WASHINGTON – President Trump has long been committed to measuring his brand, obsessively reviewing television ratings, cataloging magazine covers, and focusing on polls. .

But Mr. Trump may not like how his brand stands to an important degree: his "E-Score", a figure compiled by E-Poll Market Research that is not publicly available, but whose Marketers, network television stations and advertisers count on which personalities attract the public – and which ones do not.

Like the Q Score, which measures the attractiveness of celebrities, the E-Score calculates the notoriety and attractiveness of individuals in the eyes of the public. But it also follows how individuals score more than 40 personality and physical attributes.

In terms of these attributes, Mr. Trump was most often described as "aggressive" (48%) and "average" (38%), according to his December scores obtained by The New York Times. He also scored high for his "lack of sincerity", "self-confidence" and "goose bumps". But he scored between 0 and 4% for the attributes of "bady", "impartial", "handsome" and "physically fit".

About 29% of people described Mr. Trump as "overexposed". By the way, its total positive appeal is 14%, against 39% for the whole of the negative appeal.

Mr. Trump has always been more appealing to adults over 55 than to the youngest. Mr. Trump has also always had a more positive appeal to men than women, in all age groups.

Marketing, advertising and entertainment executives pay E-Poll Market Research an annual subscription of $ 17,000 to access its database, allowing them to badyze the views of US consumers and consumers. Evaluate the marketing effectiveness of each rated celebrity. The company, which has about 10,000 profiles in its database and polls about 1,100 participants online each week, began following Mr. Trump while he was a TV personality in "The Apprentice," according to a spokesman, Randy Parker.

"We do not approve the use of E-Poll data in this article and can neither confirm nor deny the information provided to you," he said.

In 2010, at the height of "The Apprentice", Mr. Trump's Q Score showed that he was more popular with African American and Hispanic audiences than white audiences, according to "L & # Devil's Affair: Steve Bannon, Donald Trump and the Nationalist Uprising "by journalist Joshua Green.

At the time, advertisers viewed Mr. Trump as a symbol of multiculturalism, according to Mr. Green's book. But Mr. Trump has no more updated Q score as he left the entertainment industry. The Marketing Evaluations company stopped following him in the winter of 2015.

"He definitely had the profile of a" lover of hate "at the time of 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 seems like he just kept doing it until today. "

Schafer said the key to Trump's success was "very high profile," even though it was largely negative. "You always have a part of the population that likes that kind of reality, and that's its base," he said.

Trump White House officials also receive electronic results, in part because networks often want to know how these representatives are perceived.

Ivanka Trump, the eldest daughter of the president, enjoys a name recognition of about 70%, compared to 35% for her husband, Jared Kushner; 37% for Kellyanne Conway, White House advisor; and 37 percent for press secretary Sarah Huckabee Sanders, recalling the damning celebrity power of her last name. The notes of Mr. Kushner and Ms. Conway are from May, while those of Ms. Trump and Ms. Sanders were compiled in December.

In terms of facial recognition, Ms. Trump scored 47%, slightly more than Ms. Conway and Ms. Sanders, the most exposed public servants, who both received 32% facial recognition.

Mrs Trump's positive attractiveness was 12%, compared with 21% for the negative group. Even though Mrs. Trump was more unloved than loved by men and women among all age groups, she still had a slight advantage over men.

Ms. Trump is the most popular among adults over 55 and the least popular among adults aged 18 to 24.

In a list of attributes on which celebrities are ranked, Ms. Trump was most often described as being "attractive" (32%), "beautiful" (28%) and "glamorous" (25%). It ranks less well on "funny" (1%), "can identify with" (2%) and "exciting" (3%).

This figure was higher than the marks awarded to Mr. Kushner, whose overall positive appeal was 6% and the one that was strongly negative, 36%. Mr. Kushner rarely appears on television and does not have a profile on social media. But he is a constant figure in the news, given his vast portfolios and his influence in the White House.

Mr. Kushner had the highest score for "sincere" (29%), "terrifying" (27%) and "overexposed" (22%). He was the weakest in terms of "exciting", "glamorous" and "emotional", with a score of 1% in these categories.

Ms. Conway, a regular network and cable TV presence extolling Trump's accomplishments and criticizing the way in which he is covered, has garnered a strong 9% positive appeal and a strong 43% negative appeal.

Ms. Sanders, who eliminated the regular White House press conference, which has often had controversial exchanges with reporters, and is now more often seen in more user-friendly venues, such as the morning show "Fox & Friends', a little higher, with a strong positive call of 19% and a strong negative call of 28%.

The scores show that Ms. Sanders is more perceived by the public as an honest broker than Ms. Conway, who became infamous early in the administration for inventing the term "alternative facts".

Sanders earned 15% "confidence", compared to 8% of Ms. Conway in the same category. 31% of respondents described Ms. Conway as "sincere", compared to 27% for Ms. Sanders.