We’re not sure how the Wall Street Journal (free all week, by the way, to celebrate its 10th Anniversary online) got their hands on Tom Cruise‘s closely guarded Q rating scores, but they’re riveting reading – especially if you work at Paramount these days.
“But a recent study by Marketing Evaluations Inc. suggests that Mr. Cruise’s popularity has dipped this year. Mr. Cruise’s “Q Score,” which measures the percentage of people who rate a performer one of their favorites, hovered between 27% and 30% in studies conducted in 2000, 2002 and 2004. His negative rating during that period was between 12% and 14%…in 2006, Mr. Cruise’s Q Score skidded to 19% while his negative rating jumped to 31%. “He ought to keep quiet and just act,” says Steven Levitt, president of Marketing Evaluations, of Manhasset, N.Y.
Good advice for actors, with terrible consequences for bloggers.