WSJ: What Tom Cruise’s “Q scores” reveal

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.