Stephen Colbert: 'Trump is obsessed with being liked, that's why so many people can't stand him'

The host shared a series of marketing ratings that painted a damning picture of the president’s public image

“Donald Trump is obsessed with being liked, that’s why so many people can’t stand him,” Stephen Colbert opened the latest episode of The Late Show with.

The host then elaborated on the point by referencing a series of marketing ratings uncovered by The New York Times. As described, the E-score is “a number compiled by E-Poll Market Research that is not publicly available, but which marketing executives, network television stations and advertisers rely on to figure out which personalities appeal to audiences — and which do not.”

“Donald Trump does not do well in these E-ratings,” Colbert continued, noting how the president’s overall strong negative appeal was 39 per cent, while his strong positive appeal was just 14 per cent.

“The last celebrity to do that badly on an E-score was syphilis,” the host joked. “Syphilis needs a new PR team.”

The E-score also measures individuals on more than 40 “personality and physical attributes”. The characteristics most associated with Trump were “aggressive” and “mean”, which Colbert called “two of the rejected seven dwarfs. Although Trump is also Dopey, Grumpy, Sleepy, and prefers people who are Snow White.”

He also scored high on “confident” and “creepy”, while his lowest scores were for the attributes of “sexy”, “handsome”, and “physically fit”.