WHAT:                  According to new Q Scores data from its Winter 2010 Performer Q study, due to be released later this month, Tiger Woods has experienced extremely significant declines in his consumer appeal across every segment of the population.  These national results come on the heels of Woods’ recent press conference, which appears to have done little to resurrect his public image among both online and off-line households.  His likeability declined about 45%, dropping from a well-above average Positive Q Score of 28 recorded last summer, down to a current 16 Positive Q Score out of 100.  His negative perception has increased about 160%; a 19 Negative Q Score grew from this past summer to a resounding 50 Negative Q Score currently.  This is the highest negative reaction that any athlete has received since Kobe Bryant, back in 2004 a 51 Negative Q in Winter 2004 study. 

Woods has fallen from being the number one appealing active athlete in the U.S. in September 2009, dropping to a mediocre middle-of-the-pack position in the current study among the approximately 200 sports personalities measured in February 2010.  These extraordinarily high negative scores are evident among females, as well as males, and importantly, among teens 12-17.  Woods has experienced a three-fold increase in his negative scores among upper income and white-collar households -– those most likely to be playing golf and watching golf on TV.

FROM:               Henry Schafer, Executive Vice President, Marketing Evaluations, Inc., The Q Scores Company, is available for expert commentary and/or historical data comparisons to other personalities or sports figures.

WHY:                In view of these drastic drops in consumer appeal, Woods is expected to take similar negative hits among sports fans -- and golf fans in particular -- when the unique 2010 Sports Q study is conducted this spring. 

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