The news coverage of the past week has taken its toll on the image of Tiger Woods.

The latest Rasmussen Reports national telephone survey found that just 38% of Americans now have a favorable opinion of the golf superstar. That’s down from 56% a week ago, shortly after the stories first broke about Woods’ auto accident. Two years ago, 83% had a favorable opinion of Woods.

In 2007, even NFL stars like Peyton Manning and Tom Brady couldn’t come close to the name recognition or favorable ratings of Woods. Manning was viewed favorably by 59%, Brady by 49% and golfer Phil Mickelson by 50%. All three men were unknown to large segments of the population.

The new data shows 49% holding an unfavorable opinion of the embattled Woods, up from 27% a week ago. The latest figures include 12% with a Very Favorable opinion and 21% with a Very Unfavorable view.

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It's hard to turn on the television or visit the Internet without finding the latest wrinkle in Woods' marital saga. It began with a minor auto accident on the day after Thanksgiving and has escalated into allegations of ongoing affairs with up to nine women. His mother-in-law was rushed to the hospital yesterday, and there have been reports that his wife has moved out.

On the business side, advertisers have stopped showing television commercials featuring the superstar, and he may lose millions of dollars in endorsements.

Fifty-three percent (53%) of Americans say they’re following the Tiger Woods story at least somewhat closely, but only 18% are following it Very Closely. Both figures are up from a week ago.

Forty-two percent (42%) of men still have a favorable opinion of Woods, as do 35% of women. Among married Americans, just 33% offer a favorable opinion.

But as columnist Susan Estrich notes today, "Hypocrisy lies at the core of most contemporary idol worship, certainly the commercial kind."

Rasmussen Reports provides polling data on current events and other topics. The latest news can be found on our home page, and we update President Obama’s job approval ratings on a daily basis. We also track consumer and investor confidence daily.

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