Fox News personality Laura Ingraham lost about a third of her personal brand equity the week following her tweet slamming Parkland shooting survivor David Hogg’s college applications. While Ingraham subsequently apologized for the slam, her “positive” sentiment declined from 53% of her overall consumer perception the week before her tweet to 33% in the week following it, according to data provided to Research Intelligencer by celebrity data and research firm Spotted.
By comparison, most other Fox News personalities' “positive” sentiment was either flat or improved, with the exception of Shepard Smith, who declined marginally.
“Our data shows that consumers don't feel fundamentally different about most Fox newscasters in the week following Laura Ingraham's disparaging tweets regarding Parkland victim David Hogg,” says Spotted CEO Janet Comenos, adding: “Martha MacCallum and Sean Hannity have both seen greater positive sentiment since the Twitter incident.”
Ingraham, however, dropped 20 points to her lowest “positive” spot in Spotted’s database.
Spotted’s data, which is used by brand marketers and agencies to help identify and manage celebrity endorsers and campaigns, utilizes a proprietary mix of first-party and second-party research, analyzing 100 data points for each celebrity.
According to various reports, including MediaPost’s coverage, Fox’s “The Ingraham Angle” lost many top advertisers and has seen the number of ad units it airs decline by half following the incident.