Manhasset, NY, July 09, 2009 – In light of the unfortunate passing of many well-known celebrities in the past month or so, a key industry question has emerged over and over again:  How will consumers perceive the appeal of these personalities in death, and how will these perceptions affect the potential earnings associated with their legacies?  The latest data from leading market research firm Marketing Evaluations, Inc., The Q Scores Company, shows Elvis Presley, Johnny Cash, and other celebrities, are more popular in death than in life.

Although celebrity likeability is a very important dimension for predicting an ‘earnings life’ after death, The Q Scores Company’s Performer Q and Dead Q studies provide the opportunity to measure the appeal of celebrities before and after their death.  This comparison can provide valuable insight into the potential profitability that may lie ahead.   

CELEBRITY APPEAL
Positive Q Scores, which represent a personality’s strong likeability, increased significantly in death, while Negative Q Scores, which represents strong dislike, declined noticeably.

         MOST RECENT SCORES BEFORE AND AFTER DEATH
                             Positive Q Score      Negative Q Score
                               Alive    Dead            Alive    Dead
Michael Jackson            9         ?                67         ?
Elvis Presley               25        34               34        17
Johnny Cash               19        33               26        13
Johnny Carson            26        32               25        16
Christopher Reeve       21        26               14        12
Steve Irwin                20        28               28        18
Peter Boyle                15        27               17        15

Source: Marketing Evaluations, Inc.’s various Performer Q and Dead Q studies

“Based on the results we’ve seen for famous musical personalities whose talents overshadowed their sullied personal lives prior to their deaths such as Elvis Presley and Johnny Cash, we expect to see significant improvement in Michael Jackson’s consumer appeal in death, as of our next Dead Q study scheduled for late-September,” said Henry Schafer, executive vice president of Marketing Evaluations, Inc., The Q Scores Company.  He adds, “This should result in a brighter future for his marketability.” 

About “Dead Q”
The “Dead Q” study has been conducted every two years, since 1997.  It contains approximately 165 personalities per study, including actors/actresses, sports figures, comedians/comediennes, musicians, authors, chefs.  The study is based on a representative sample of adults nationwide.

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