The first poll taken in the wake of the Michael Phelps photo, reveals that the Olympic swimmer's image definitely took a hit.
CNBC was given a first look at the research conducted by the folks at the Davie Brown Index (DBI). The poll is an independent index that determines a celebrity's ability to influence brand affinity and purchasing decisions and is arrived at through what the company says is a 4.5 million domestic consumer research panel.
In September, we revealed that the DBI had Phelps as the highest rated celebrity endorser, ahead of Michael Jordan, Tom Hanks and Oprah Winfrey. And while Phelps is still considered a hot commodity -- only Jordan and Tiger Woods have a higher DBI score than him in the world of sports -- his aspiration and trust scores dropped almost 15 points.
"That's a huge drop," says DBI spokesman Chris Anderson.