*Despite the backlash last month over Kevin Hart’s past homophobic tweets that resulted in him stepping down from hosting the Academy Awards, the comedian’s reputation and marketability haven’t taken a hit.
Variety reports that data research provider Spotted used it’s “consumer approval” metric to measure Hart’s “likability, relatability and trustworthiness among U.S. consumers” following the fallout over his tasteless jokes and found that Americans are still likely to support the star.
“Kevin Hart has an uncanny ability to recover from scandal,” said Spotted CEO Janet Comenos. “His ability to quickly rebound is directly correlated to how high he scores in terms of consumer approval, pre-scandal. When a celebrity is so well-liked in the eyes of consumers, just like a mother’s favorite child, they can almost do no wrong.”
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Per Variety:
It helps that Hart didn’t fall too far in the public’s esteem in the first place, registering an 11.55% drop in the immediate wake of the controversy before he apologized. By way of comparison, the average celebrity involved in a 2018 scandal saw a post-scandal (pre-apology) drop in consumer approval of 13%.
Spotted data from other past Hart controversies, including an infidelity scandal involving his then-pregnant wife, indicated he typically recovers 2-3 times faster than other A-list stars.
Spotted analyzes millions of data points that benchmark over 20,000 celebrities globally; the sources of Spotted’s data are a combination of publicly available research, monthly consumer perception data collected on consumer approval and celebrity personality assessment (300 respondents per month), post-scandal survey data (300 respondents per scandal), post-apology survey data (300 respondents per apology), social data, sentiment analysis, search traffic and Wikipedia data.
“While his first Instagram fumble was perceived by some to be reprehensible, Hart has been unapologetic for years about his the comedic missteps he made earlier in his career, and his learnings from that era,” said Comenos. “Overall, consumers viewed the choice that he made to instead step down on his own accord, rather than to apologize, as an expected move.”
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