Marketers beware: Charlie Sheen may be able to command the world’s attention with his frequent rants and self-described tiger blood, but that doesn’t mean brands should get into business with him.
In light of the recent media maelstrom and his eventual firing from CBS’ top-rated comedy Two and a Half Men, we turned to the Marketing Arm’s Davie Brown Index, an independently conducted survey that brands and ad agencies alike use to determine a celebrity’s influence, to see how Sheen is currently faring.
VIDEO: Charlie Sheen’s bizarre television interviews
While Sheen’s awareness has shot up – he is now better known than Robert De Niro, Clint Eastwood and Sean Connery — his appeal score plummeted 18 percent, putting him at 2,646th among the 2,690 stars the company measures. For perspective, that places him in the same neighborhood as Bristol Palin, Barry Bonds and controversial Redskins owner Daniel Snyder.
RELATED: How Charlie Sheen reacted to getting fired
As for his trust score, a similarly important metric for marketers considering signing Sheen for an endorsement gig, he currently ranks 2,680th on the DBI index. That puts him in the same range as Courtney Love, Omarosa Stallworth and The Hills bad boy Spencer Pratt.
Finally, when sized up on DBI’s aspiration scale, Sheen now comes in at a dismal 2,687th. He is joined in that bottom-of-the-barrel range by Amy Winehouse, Lindsay Lohan and Monica Lewinsky.
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