Tom Cruise's Image Nosedives

GALLUP NEWS SERVICE

PRINCETON, NJ -- It seems we can't go a day without hearing the latest escapades of America's top celebrities. But, just what does the public think of some of these superstars? A recent USA Today/Gallup poll asked Americans to rate their overall opinion of five Hollywood stars -- Jennifer Aniston, George Clooney, Tom Cruise, Angelina Jolie, and Brad Pitt. Americans have a more favorable than unfavorable impression of four of the five: Clooney, Aniston, Jolie, and Pitt. Clooney and Aniston, in particular, have strongly positive images. But, it's exactly the opposite in the case of Cruise, whose favorable ratings have dropped significantly since last year and whose unfavorable ratings have increased substantially during the same time.

Tom Cruise

Thirty-five percent of Americans have a favorable opinion of the Mission Impossible III star, according to the May 5-7, 2006 poll; half (51%) have an unfavorable view of the actor. Cruise's image has changed dramatically from last summer, when Gallup found that 58% of Americans rated Cruise favorably and 31% rated him unfavorably.

The percentages of men and women with a favorable opinion of Cruise have been roughly equal in each of the two polls, but Cruise's unfavorable rating increased more so among women than men in the latest survey. In June 2005, 60% of men and 56% of women had a favorable view of Cruise, while now 35% of both groups rate him favorably. The percentage of men with an unfavorable rating of Cruise increased from 30% to 47% over this past year and increased even more among women, from 31% to 55%.

Cruise's appeal has declined most among younger Americans. His favorable rating among those aged 18 to 49 has dropped from 61% last year to 32% today, a decline of 29 percentage points. Among older Americans (those aged 50 and older) his favorable rating has declined 13 points, from 54% to 41%.

"Brangelina"

Among the three celebrities involved in what the media has dubbed the "Brangelina" spectacle, Aniston is viewed most positively by the public. Fifty-nine percent of Americans say they have a favorable opinion of Aniston, once Pitt's wife, while 12% have an unfavorable opinion and 30% have no opinion. Americans view Pitt (42% favorable, 35% unfavorable) and Jolie (43% favorable, 28% unfavorable) more negatively, but both actors still have a net favorable rating.

An interesting difference exists in the gender breakouts of ratings of the three personalities. Women view Aniston much more favorably than they view Jolie or Pitt. More than 6 in 10 women (64%) rate Aniston favorably, while women are more divided in their views of Jolie (40% favorable vs. 34% unfavorable) and Pitt (39% vs. 40%). Men are more positive than negative in their assessment of all three actors.

Americans aged 18 to 49 are much more likely to have opinions (either favorable or unfavorable) about all three actors than are those 50 and older. Younger Americans are more favorably disposed toward Aniston and Jolie than older Americans, while Pitt is viewed similarly among both age categories.

George Clooney

In contrast to the deterioration of Cruise's image, recent Oscar winner Clooney is rated favorably by most Americans. Sixty-six percent of Americans favorably rate Clooney, while 16% rate him unfavorably and 18% do not know enough about him to offer an opinion. Clooney's ratings show little change since this question was last asked in February 2003.

Views of Clooney show few differences by gender and age. Among the two gender groups, 63% of men and 69% of women rate Clooney favorably. Similarly, 69% of adults aged 18 to 49 and 63% of adults aged 50 and older have a favorable opinion of Clooney.

Survey Methods

Results are based on telephone interviews with 1,013 national adults, aged 18 and older, conducted May 5-7, 2006. For results based on the total sample of national adults, one can say with 95% confidence that the maximum margin of error due to sampling and other random effects is ±3 percentage points.

For results based on the 492 national adults in the Form A half-sample and 521 national adults in the Form B half-sample, the maximum margins of error due to sampling and other random effects are ±5 percentage points.

In addition to sampling error, question wording and practical difficulties in conducting surveys can introduce error or bias into the findings of public opinion polls.

17. Next, we'd like to get your overall opinion of some people in the news. As I read each name, please say if you have a favorable or unfavorable opinion of these people -- or if you have never heard of them. How about -- [RANDOM ORDER]?

BASED ON 492 NATIONAL ADULTS IN FORM A

A. Tom Cruise

B. Brad Pitt

C. George Clooney

D. Angelina Jolie

E. Jennifer Aniston