You want the new Pizza Hut ad campaign? ... Let me check your DBI

Well Miss Hilton, your "notice" is high but your "influence" and "trust" are in the tank. No publicity is bad publicity? Your DBI rating says otherwise ...

From New York Magazine:
The DBI, which was introduced February 13, goes a step beyond the 41-year-old Q rating—which is based on two factors, how many people have heard of Celebrity X and how many people name him or her as one of their favorites—by surveying 1.5 million Americans to score the boldfaced on eight key attributes: “appeal,” “notice” (their pop ubiquity), “trendsetter” (their position as such), “influence” (do they have any?), “trust,” “endorsement” (spokespersonability), “aspiration” (do we want his or her life?), and “awareness” (expressed as a percentage). The scores are then cross-referenced in a database that supposedly will help advertisers decide who among a list of more than 1,500 celebrities will help them hawk their wares. Access costs $20,000 a year.