We ran a new PredictWise/Pollfish Poll on favorability of 12 entities: people, companies, and countries (date: January 23, 2017). All of these entities were singled out, in some way, by President Trump in the previous week or so. The effect of Trump in creating a partisan halo around brands is serious business. This is our first steps towards chronicling and understanding this effect. We will follow these entities over the next four years to track changes and hopefully gain some insight into the overall impact of our highly charged political environment. As part of this process we are also creating baseline controls of partisanship of other entities, that have not yet experienced Trump’s attention

Trump and the Republican Party have come after the intelligence community hard, but the Democratic Party has also come after the FBI: we see little partisan divide in the favorability of the FBI and CIA. Both FBI and CIA have net favorability (favorable – unfavorable) that is high and tight between parties. FBI is +44 overall, with +45 for both Trump and Clinton voters. CIA is +42 overall with +46 for Trump.

Two companies that Trump has talked up also seem to have avoided too much partisan divide: Amazon and General Motors are very popular. Amazon is +79 with Clinton voters at +81 and Trump voters at +77. General Motors is +50 with both Clinton and Trump voters at +52.

Lockheed Martin, a company Trump has repeatedly shamed, is actually more popular with Trump voters. This may be due to it being heavily tied to defense, but it is +23 overall, with +37 from Trump voter and +14 from Clinton voters.

Walmart, a company that has a larger reach in Trump voting geographic areas, is pretty popular at +49, but much more popular with Trump voters +61 than Clinton voters +44.

Civil rights icon and Congressman John Lewis, who got into a disagreement with Trump before the Inauguration, is quite polarizing. He is +29 with Clinton voters and -26 with Trump voters. The lower numbers also reflect 23 and 28 percent respectively not knowing who he is.


Media gets interesting with massive polarization over New York Times, Washington Post, and Fox News. The New York Times and Washington Post both have high favorability from Clinton voters: +47 and +50 respectively, and low favorability among Trump voters: -19 and -14 respectively. But, Fox News is not equal and opposite. Slightly lower favorability among Trump voters with +37 and actually +11 from Clinton voters. Interesting to see how that changes during the Trump presidency with Trump really relying on their coverage.


Bruce Springsteen, the Boss, is +38 overall, but +55 with Clinton voters and +18 with Trump voters. 16 percent of Trump voters have a very unfavorable opinion of him.

Finally, everyone loves Canada.

Full Data Here.

Tobias Konitzer is a PhD candidate in communication at Stanford University. Find him on Twitter @KonitzerTobias.

Sam Corbett-Davies is a PhD candidate at Stanford University in computer science. Find him on Twitter @scorbettdavies.

David Rothschild is an economist at Microsoft Research. Find him on Twitter @DavMicRot.