By STEVE GOLDSTEIN—
Still on top: Bob Marley, left, and the less-popular Usain Bolt.
NBC’s Bob Costas on Sunday asserted that Usain Bolt, after taking the gold medal in 100-meter dash for the third time, was a more popular Jamaican than Bob Marley.
“With apologies to all you reggae fans, I think Bolt has even outdistanced Marley the way he outdistances the field,” the sportscaster said.
People on Twitter were quick to pounce on the remark.
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Dr. Marc Williams @networkingman14
BLASPHEMY
Did Bob Costas just say Usain Bolt is BIGGER than Bob Marley in Jamaica? He is AMAZING but come on MAAAN #BUFFOONERY #Rio2016
9:37 PM – 14 Aug 2016
223 223 Retweets 422 422 likes
But who is right in reality? Costas or the tweeting public?
Q Scores Co. tracks the consumer appeal of personalities — including those who, like Marley, have died.
The Marley data are not fresh, but in 2007 the reggae legend had a 69% awareness and a positive “Q score” of 15% among adults 18 and over. Basically, 7 out of 10 Americans knew who Marley was — a huge showing.
Bolt’s awareness was measured just before the Summer Olympics. Q Scores found he had a 39% awareness and an 18% Q score — meaning the gregarious track star was just as liked, but not nearly as known, as Marley.
“Among those who know him, he’s just as appealing,” said Henry Schafer, executive vice president of Q Scores. For sports fans in particular, Bolt had a 64% awareness and 24% Q score. (There is no Q score breakdown for reggae fans, Schafer dryly pointed out.)
For what it’s worth, the better Olympic comparison to Marley would be swimming star Michael Phelps, who had a 68% awareness and an 18% Q score. Gymnast Gabby Douglas came into what’s been a disappointing Rio Olympics with a 42% awareness and a 29% Q score.
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