Morning Consult used Forbes’ 2018 list of the world’s 100 highest-paid entertainers to gauge public opinion on their popularity and endorsement value. The rankings are sorted by each entertainers’ net value — the sum of positive responses minus the sum of negative responses — on each of those questions, with ties broken by the highest positive response. For endorsements, ties are also broken by the percentage of Americans who didn’t know or had no opinion of the celebrity.
The survey was conducted Sept. 5-9, 2018 among a national sample of 6,609 adults. The interviews were conducted online and the data were weighted to approximate a target sample of adults based on age, race/ethnicity, gender, educational attainment, and region. Demographics published on the site include millennials (ages 22-37), Generation X (ages 38-53) and Baby Boomers (ages 54-72). The results from the full survey have a margin of error of plus or minus 1 percentage point.