Whoever thought it was a good marketing strategy to turn Miley Cyrus's onstage persona into a slut certainly won't be happy with the results.
Having once been considered by the public as an influential trend-setter ripe for endorsements, Cyrus has plummeted in the eyes of most Americans.
For those unfamiliar, Celebrity DBI is "an independent index that quantifies and qualifies consumer perceptions of celebrities. It’s the only global celebrity evaluation service designed to provide superior brand-relevant insights."
The organization's database covers more than 5,000 celebrities, athletes, film and TV stars, musical performers, business leaders, and news pundits.
According to CDBI data, Cyrus as recently as December 2010 was in the top 3 percent of such people in influence and trend-setter, and top 23 percent for endorsement.
Following Cyrus's raunchy performance at the MTV Video Music Awards last month, she plummeted to the bottom 1 percent for appeal, aspiration, breakthrough, endorsement and trust. She is also now in the bottom quintile for influence and trend-setter.
Cyrus's problems cut across many demographic groups as only one percent of men and women over 55 report liking her a lot. 35 percent of teens 13 to 17 claim to dislike her a lot. This rises to 43 percent among folks 18 to 24.
Compounding matters, it seems likely that Cyrus's newly-released smutty music video isn't going to help.
It therefore appears to be a wise move for Vogue to drop her from its December cover, and maybe not such a smart one by NBC to schedule her as a host for Saturday Night Live.