A surprise: Oprah pays a real cost for supporting Barack Obama

(UPDATE: This Ticket item has aroused so much interest, traffic and hundreds of comments that a new one has been published this morning. After you've read this item and are ready to go to the new one, just click here to read the reactions of hundreds of Oprah fans and former fans. Thanks for reading.)

Most of the attention on the O2 effect -- Obama and Oprah -- has been focused on how much the daytime TV cult leader helped her home state senator by endorsing him and appearing at all those rallies in Iowa and South Carolina with Barack and Michelle.

The 54-year-old Chicago TV hostess certainly helped raise a hefty chunk of change by loaning out her estate for that Obama fundraiser last summer.

Oprah Winfrey has long enjoyed an immense popularity tied to her long-running daytime TV show, which started in 1986, and helped give her favorable ratings around 78% by 1996. So well known is she that one name will suffice, as in our headline.

In one 1999 survey of the most admired and respected 20th-century women, Oprah (26%) came in only second to Mother Teresa (33%), who didn't have her own TV show. And in 2003 a Fox News/Opinion Dynamics poll found that 60% thought Oprah was a more powerful woman than someone named Hillary Clinton, a former first lady and senator, who drew only 28%.

Fourteen months ago, a Gallup/USA Today poll found 74% of Americans had a favorable view of the TV personality.

Then on May 1 last year, Oprah announced during....

the Larry King show that she was, for the first time, going to throw her considerable weight behind a political candidate -- Obama.  King's suspenders nearly snapped.

“I think," she told old Lar, "that my value to him, my support of him, is probably worth more than any check.” Although, to be honest, her estimated $2.5 billion in wealth could buy an awful lot of TV ads in Indiana. It might even be able to purchase the Hoosier State. 

But little attention has been paid to the effect of Obama on Oprah. Now along comes Costas Panagopoulos, an assistant professor of political science at New York's Fordham University, to ask and answer just that question.

Writing at Politico.com, he suggests the aging empress of TV has paid a price for getting into the dirty business of politics with and for her man Barack. By August last year, a CBS poll found her favorable rating had plunged from 74% to 61%, still twice as good as the president but nearly a 20% drop.

Around Thanksgiving she announced that not only was she supporting Obama, but she would campaign with him and we'd see if her political recommendation carried as much weight as her book recommendations. Oprah's political travels produced a media feeding frenzy and a publicity bonanza with women routinely fainting in the front row. The campaign said her rallies produced 10,000 new volunteers.

Winfrey campaigned for Obama in Iowa, which he won, in South Carolina, where he won, and in New Hampshire, where he lost. We haven't heard much about Winfrey since the voting started. Did she realize something we're just getting?  We heard only that she left the controversial Rev. Jeremiah Wright's Trinity United Church of Christ several years ago, reportedly over some of his more militant sermons that Obama says he never heard.

But 10 days after the campaign media explosion her favorable rating had dropped further to 55% and her unfavorable ratings for the first time climbed to 1 in 3.

A December ABC/Washington Post poll of Democrats found 8% were persuaded by her Obama endorsement, 82% said it wouldn't matter either way and 10% said her recommendation had turned them off Obama.

Now, Panagopoulos has discovered an AOL TV popularity survey of 1.35 million Americans that found 46% said the daytime TV host who "made their day" was Ellen DeGeneres while only 19% chose Winfrey. Forty-seven percent said they'd like to have dinner with Ellen, while only 14% chose Oprah.

Apparently, neither Ellen nor Oprah were asked who they'd like to dine with.

Panagopoulos draws the conclusion that in these days of pervasive media, in reality, celebrity endorsements run the real risk of costing the celebrity more than they benefit the endorsee. So celebs may want to think twice before hitting the stump.

But then how many hundred million dollars a year does an assistant professor at Fordham pull down?

-- Andrew Malcolm

Photo credit: Newsday, Archdiocese of Colombo

Comments

[observer]

People who are now finding themselves unable to pull away from a "Rev" and a preachy media personality who are NOW recognized as "preaching" evil, would have to classify themselves as addicted cult members. One of their cult leaders preaches a wholly different "god" - a "god" who would "damn" a nation at the call of some self righteous bigot who $$ benefits off his "choir"; and the other now uses her influence to bring to them paganism/new age opposition to the true God. Go figure. I guess popularity makes you stupid. (and the difference is actually closer to 18% in the fall of Oprah if you do your math correctly, using the 74% as the starting point; not a full 100%)

[bereal]

It is unbelievable that you guys think Oprah cares about what you think. She did not get where she is today paying attention to opinions, and slip of the the lips. Oprah had Barack on her tv show, and it is her business, her money, her show, who she chooses to have. Again, that is why the govt treat us as US citizens like dummies, because of what comes up comes out of the mouth. You folks watch too many lies from the media until it is controlling how you think and speak. A good book would do some of you good. Go Oprah! Go Obama! As far as Rev Wright, his statements some are true, and some taken out of context. It is amazing the hateful and lack of knowledge some of these comments display. Take your energy and have the Davis-Bacon Act of 1931 changed. Try a little love for all mankind and it will do some of you some good. Miserable folks!

[MathisFun...you should try it America]

OK, this is why Asia is overtaking the US in all math related fields...

A drop from 74% to 61% is a drop of 18%. Morons. If she had a 50% rating and went to 25% it would be a 50% drop in popularity. Why? Because 25 is 50% of 50. You can say "Oprah dropped 13 percentage points," But you can't say that she lost 13% of her popularity, because 61 is 82% of 74 (or a decrease in 18%)

[numberz]

For all you math types, a drop of 74% to 61% is indeed an 18% drop, as well as a 13 point drop. Do you think an increase in a sales tax from 5% to 6% is a 1% increase? It is not, it is a 20% increase, as well as a 1 point increase.

[Adam]

As already mentioned by another poster above - How is 74-61=20????

"74% to 61%, still twice as good as the president but nearly a 20% drop."

In the world outside this article 74-61=13. So between 10 and 15. If you have to round it between 10 and 20, it would be 10.

Please remove this from the article, it makes you look stupid.

[kwm]

hello all you math majors do you realize that 61% is 80% of 74% therefore a 13 point drop is a 20% drop NOT 13% drop..

[joel]

Now children, what percentage did it drop from 74 to 61?

74-61=13

13/74=0.1756=17.6% which is rounded to 20% for the article.

[HT]

Hey, to all you brilliant minds from these posting. . .

I guess having been brainwashed and deluded for so long by your liberal goddess and messiah that you all can't even comprehend simple math.

Here's a quick lesson: When you see an expression of "percent" it means the change in results relative to the base. When you see an expression of "points" it means the absolute change in the result.

So, in this case, a change in "percent" from 74% to 61% would look like this:
[(61% - 74%)/74%] x 100 = -17.6%

Rounding this figure would put it closer to a 20% drop that the article stated.

You know, once a in a while, it's OK to walk away from the TV and pick up a basic arithmetic book to keep you brain from shrinking too fast. Don't worry, your liberal mainstream media will repeat endlessly those O shows and your other O "change" speeches, so you can catch them after you get a little exercise for your little brains.

It's no wonder you zombies are so impressed w/ those 2 O's. What's the difference between you droopy and lazy-minded liberal zombies and those people from the various cults that the media is always quick to pick on? In essence, nothing. You're all mindless and easily manipulated by charismatic fools. In fact, your unconditional worship of your empty suit idols makes your cause the largest public cult there is.

OK, you can now go back to your deep slumber.

[nmaggie]

I am embarrassed for all of the mental midgets who think that a drop from 74 to 61 is only a 13% decline. That simplistic level of thinking causes problems for everyone when it proliferates throughout society.

As usual, your liberal lack of education and forethought precludes reasonable outcome.

...Oh! I know! Let's ALL quit our jobs and just eat entitlement candy from now on! ...

God forgive us for we even grace you with a vote.

[Russ]

The last time I watch anything with Oprah in it (besides The Color Purple) was a special she had on TV regarding infidelity. This was many years ago. She opened the show with the comment that xx% of married women have had affairs, while yy% of men have cheated. (I don't remember the exact figures). I switched channels and have never listened to anything she had to say after that.

[Kathryn]

Sorry Hillary, I'm not buying this story.
As a woman, it blows my mind that women can't think past the gender and are willing to throw their support behind a controlling, physcotic and pathological liar like Hillary and turn their back on an extremly smart and successful woman like Oprah.
It will be short lived.
And Hillary kool-aid drinkers can go to Jerry Springer.
They are an embarassment to smart women .

[Maggie Harvey]

For me, the drop in Oprah's drop in popularity is because of her endorsement of "The Secret" and the "New Age Jesus" writings of Eckhart Tolle. This has alienated religious conservatives--at least in my part of the world. I have since stopped watching her show.

[Lisa Hampton]

If i was Oprah Winfrey, I would not give a damn If I lose support from white women who are nothing bunch of cry babies who don't ge their way. Oprah has every right to support anyone she chooses. I wouldn't want to be supported by fake feminists who still live in the dark ages. They support a women regardless if she is the right women or not. So what they are saying is women don't have the right to think for themselves? Oprah is my role model and will always be.

[Dina]

My mother and I simultaneously said the same thing. "I’ll never watch her again."

And we are both Dems.

We must make wise decisions based upon facts and quality, not passions.

We want an intelligent president. Not a charismatic one.

[Ignatz Horowitz]

Oprah Winfrey's existence, opinions, and political endorsements are irrelevant.

[Ann]

Let's face it. She pulled the black card. Just like when she defended OJ.

[Dina]

I TIVO the View now.

[caroline]

to Wondering:

61% is 82% of 74%. Therefore Opie's popularity was reduced to 82% of its original magnitude, which is another way of saying she lost 18% of her popularity.

[OneFreeMan]

There is a obvious need for a primary. The LA Times writes have too much time on their hands.

[Wayne Greene]

I admire Oprah's abilities. I don't watch very much television though. Too many other things to do. Mr. B. Obama may end up being our next president. Right now only the Lord God knows. If he becomes our president, I will pray for him as I pray for Mr. G. Bush now. I read all the above posts and enjoyed the banter back and forth about the math. I admire Ms. H. Clinton's drive and energy. I think Mr. J. Mc Cain is too liberal but will stand at the helm to watch over our country with a strong arm. Regardless of who is elected, Americans need to call upon the Lord God to guide us as a Nation and then we should live like He wants us to. Oprah believes the God essence is inside her. I believe I was born with a sinful nature and only our creator can repair that. That is why he sent His only son Jesus to become a servant for each of us and offer His life up as an atonement for all of mankinds sins. OK...Let her rip...

[Notamathematician]

Some postings (most likely from Obama's supporters - please don't tell me you also support the Teacher's Union) questioned the arithmatic of 20% drop in O's favorable rating. Here's basic math for you: (74% - 61%)/74% = 17.6% drop.

[Sheep are gullible]

Folks:

Pay no attention to Lincoln's comments. He is nothing but a troll and gets off reading those that have directly commented to his post.

As far as Oprah is concerned, she can support whoever she wants. It's a free country. Between Obama, Clinton, & McCain, I do not care for any of them. However, Obama's recent past regarding Reverend Wright and his inflammatory remarks makes me think twice. I don't trust him and it scares the bejeezers out of me that Obama has so many blind sheep that support and follow him. In fact, this is the first time I actually voted democrat (Clinton) just to help decrease Obama's chances of winning the democratic nomination.

One thing is for sure. If Obama wins the democratic nomination, my wife will vote republican, as well as the rest of my family.

[Bill]

"rating had plunged from 74% to 61%, still twice as good as the president but nearly a 20% drop."

13 is nearly 20?

[pgh]

Math: 20% * 74% = 14.8. 74-14.8 = 59. That is why it is close to a 20% drop. It is the correct math. If 74 people liked her, now 61 or so do, that is close to 20% of her overall support (representing 13 less people) has left her.

[Olablue]

I believe Oprah will implode under the incredible weight and pressure of her own ego and her propmotion of this false and un-Godly new age religion she is touting.

God has a way of dealing with his creatures...great and small.

Please pray for Our Lady of America's enthronement during Pope Benedict's visit next week. www.oltiv.org