Kyle Sandilands reclaims dishonour of most disliked personality in the Encore Score

kyle sandilands

Sandilands is once again Australia’s most hated celebrity

Kyle Sandilands has reclaimed his title as Australia’s most disliked personality according to the 2016 Encore Score after Rolf Harris hit the bottom of the ranking last year.

The Encore Score which is the ratings culmination of a survey of the general public designed to gauge the popularity of Australian and international personalities, was once again topped by Aussie actor Hugh Jackman, with Jamie Oliver in at second place.

Unveiled today at the Mumbrella360 conference, the score was accompanied by a panel presentation debating the definition of a celebrity and what a celebrity can offer a brand.

Nick Fordham, CEO and owner of talent agency The Fordham Company, said: “I think celebrity is a bit of a dirty word. Obviously you have to be talented at something, identifying someone who has a talent which blows up the whole bubble of influencers.”

Lauren Miller Cilento, CEO of talent agency HMMG, was in agreement.

She said: “Celebrity has been a bit bastardised because of years of reality television contestants becoming celebrities.

“We are actively trying to remove the word celebrity from what we talk about. We talk about high-profile and emerging talent.”

Miller Cilento:

Miller Cilento: Celebrity has been bastardised

On the risk of working with a celebrity who may fall into disrepute, Miller Cilento suggested brands need to do research and due diligence.

“What is the risk percentage of this person damaging our brand during the relationship? If that is high then move on. If you’re hiring them for that reason, then that’s great,” she said.

“If it’s too late, and that’s happened – assess the situation. If you believe there is continued damage to your brand, terminate immediately.”

Fordham added: “People do make mistakes. It’s always a hard comeback for someone when they’ve either done something horrific or disrespected women, people do make mistakes, we’re a forgiving society and people love a come-back story.

“It’s the repeat offenders the brands should be wary about.”

The 2016 Encore Score is powered by YouGov’s influencer index which ran two public surveys, one in April and the other in May, asking participants their thoughts about public figures.

During each survey, participants saw 60 names and were asked:

  • Which, if any, of the following public figures are you currently aware of?
  • Generally speaking, which, if any, of the following public figures do you currently like?
  • Generally speaking, which, if any, of the following public figures do you currently dislike?
  • Which of the following public figures are currently amongst your favourites?
  • Which of the following public figures are currently amongst those you most hate?

ENCORE_YOUGOV-2The Encore Score is an aggregate of the two data sets gathered in April and May and is calculated by the formula: % one of my favourites minus % hate them multiplied by % recognition and then multiplied by 1,000.

For the 2016 survey, respondents did not see pictures of the personalities but rather only saw a list of names and politicians were also removed from the list.

The top five most-liked personalities was rounded by with Chris Hemsworth, Dawn French and Cate Blanchett while the bottom of the rankings saw Shane Warne as the second most-disliked personality, followed by Eddie McGuire, Lara Bingle and Jackie O.

Encore Score 2016 Top 10

  • Hugh Jackman
  • Jamie Oliver
  • Chris Hemsworth
  • Dawn French
  • Cate Blanchett
  • Nicole Kidman
  • Rebecca Gibney
  • Russell Crowe
  • Liam Hemsworth
  • Keith Urban

Encore Score 2016 Bottom 10:

  • Kyle Sandilands
  • Shane Warne
  • Eddie McGuire
  • Lara Bingle
  • Jackie O
  • Matthew Newton
  • Pete Evans
  • Jason Donovan
  • Johnny Ruffo
  • Rhiannon Fish

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