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By Janice Williams
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Stephen Colbert used market research data to mock what he sees as President Donald Trump's obsession with being well-liked on the latest episode of The Late Show on Friday.
Referring to Trump's E-Score rating—composed of private E-Poll Market Research data typically used by marketing executives, advertisers and network stations—Colbert suggested the president would probably be displeased by his relatively low figures, likely caused by the fact that "so many people can't stand him."
"Donald Trump does not do well in these e-ratings," Colbert said of the data obtained and released by New York Times on Monday. "His overall strong negative appeal was 39 percent compared to a strong positive appeal of just 14 percent."
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Information gathered from the E-Score ratings are used to help marketers, advertisers and networks determine personalities who appeal—and those who don't—to viewers. According to the Times, specific data like the Q Score, for instance, measures audiences' awareness and appeal of various TV personalities while also tracking an individual's physical attractiveness and likability.
Most of those who viewed Trump positively were adults over the age of 55, while amajority of younger people viewed him negatively. Men across all ages also thought the president had a positive appeal compared to women.
Explaining the goal of the E-Score, Colbert claimed the "characteristics most associated with the president were 'aggressive' and 'mean,' two of the rejected seven dwarfs." Colbert also noted Trump "scored high for being 'confident' and 'creepy.'"
E-Score data revealed 48 percent of viewers perceived Trump as "aggressive" while 38 percent viewed his as being "mean." Trump also received relatively high scores for being "confident," "creepy" and "insincere." Meanwhile, he only scored between zero and four percent in the "sexy," "impartial," "handsome" and "physically" fit categories, which Colbert mocked with a series of unappealing pictures of the president.
"By the way, confident and creepy is the same combination score you'd give a spider your shower," Colbert teased. "But here's the part Trump's really not going to like. His lowest scores were for the attributes of 'sexy,' 'handsome' and 'physically fit.'"
Trump's E-Score also revealed about 29 percent of viewers believed he was "overexposed."
Only adding to Trump's poor polling, the 72-year-old has seemingly flat-lined in his average approval rating. Following special counsel Robert Mueller's findings of no collusion between Trump and Russian officials in the 2016 presidential election, Trump's approval rating only jumped one-tenth of one percentage point, according to Real Clear Politics poll tracker.
Trump had a steady 43.1 percent approval rating before Meuller's report on March 24 but increased to 43.2 percent in the poll released Thursday.
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