Methodology for #MeToo Chart

May 28, 2018 at 5:00 pm ET

Survey respondents for the #MeToo chart were first asked, “How likely would you be to watch a new television show or movie if the trailer featured each of the following entertainers?” The 20 entertainers, who were chosen based on their celebrity status and whether allegations of sexual misconduct surfaced or re-emerged during or after fall 2017, were named, and pictures of each were included.

To determine the likelihood of viewership, we combined those who responded with “very likely” and “somewhat likely” to create a “likely to watch” category, and those who responded “not too likely” and “not at all likely” to create an “less likely to watch” category. Then we subtracted the total “less likely to watch” value from “likely to watch” value. This “likeliness to watch” index is the metric on the y-axis.

Other question responses that are not charted were “no impact either way,” “never heard of,” and “don’t know/no opinion.”

The survey then asked whether respondents had heard news of allegations of sexual misconduct against each actor, and then were asked, “Do allegations of sexual misconduct against each of the following entertainers have a major, minor or no impact on your decision to watch a television show or film starring that entertainer?” The 20 entertainers were again named, and pictures were included again.

To determine the impact of allegations on viewership, we combined those who responded with “major impact” and “minor impact” to create an “impact” category. Then we took those who responded with “no impact” and subtracted it from the “impact” metric. This “impact of allegation” index is the metric on the x-axis, with negative numbers to the right of the y-axis and positive numbers to its left.

Other question responses were that are not charted were “never heard of” and “don’t know/no opinion.”

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