The Celebrity Trust Index

A new index aims to help advertisers determine which celebrity they should ‘use’ to endorse their products, New York Magazine reports. The Davie-Brown index surveys 1.5 million Americans to score on eight key attributes: “appeal,” “notice” (their pop ubiquity), “trendsetter” (their position as such), “influence” (do they have any?), “trust,” “endorsement” (spokespersonability), “aspiration” (do we want his or her life?), and “awareness” (expressed as a percentage). The scores are then cross-referenced in a database for advertisers to analyze who out of 1,500 celebrities they want to piggyback.

The Celebrity Trust Index — New York Magazine