After a series of “decisions” and public relations nightmares, apparently all it takes to get back in the good graces of the American public is some cupcakes and returning to your hometown team. According to a recent consumer survey we conducted using E-Score®, our leading consumer research service that provides information to media and entertainment companies, LeBron James’ E-Score has returned to almost the same level it was before he decided to leave the Cleveland Cavaliers in a manner that was found objectionable by many. An E-Score can range from 0 to 100 and is based on a survey that formulates a rating of that person’s awareness and appeal, as well as positive and negative measures. The ongoing national survey of over 8,000 celebrities is conducted among 1,100 persons ages 13+ with general representation across income, age, education and geographic demographics to represent a cross-section of the U.S. population. In 2010, just prior to announcing he would be leaving the Cavaliers for the Heat, James’ E-Score was 84; less than three months after the now infamous decision, his E-Score dropped dramatically to 47. By July 2013, James had partially repaired his image by winning some championships, exhibiting better sportsmanship and bringing home Olympic gold for the USA, all of which contributed toward his E-Score rising to 67. And finally, announcing his return to Cleveland three weeks ago through a heartfelt letter published in Sports Illustrated, pulled him back up to an E-Score of 80 in July 2014. “LeBron has taken quite a journey during the past four years; not just from Cleveland to Miami and back, but in his appeal and likeability as a professional athlete and value as a spokesperson for major brands,” said Gerry Philpott, president of E-Poll Market Research. “The peaks and valleys of his E-Score these past 4 years show that consumers can be unforgiving at times, but are also willing to forgive and forget if a celebrity comes through and does the right thing.” E-Score is a product of E-Poll Market Research, a full service consumer research company that provides quantitative and qualitative research to media, entertainment and Fortune 1,000 companies. E-Poll was founded in 1997 and is headquartered in Los Angeles. More information is available at http://www.epollresearch.com.
What is LeBron’s current E score after winning his championship in Cleveland?
Hi Ty, thanks for the question. LeBron’s current E-Score is 86, the highest it’s been since 2010.