Matt Lauer Likability Dropped 25% In Last Year

Matt Lauer's "likability" has declined 25 percent over the past year, according to ratings service Q scores.

Q scores measures likeability of public personalities for advertising companies.

"Is it only 25 percent? Because it actually feels much worse," Lauer said in response to the report, according to the New York Daily News.

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An executive for Q scores said the figures raise a flag for NBC and alleges that the TV network will have to figure out corrective actions to "curtail this kind of warning signal," according to executive vice president Henry Shafer, reports the Daily News.

The decline in Lauer's popularity comes as the "Today" show loses the ratings war against ABC's "Good Morning America" for the past two weeks.  Many attribute the cause of the decline to the exit of Lauer's previous co-hosts Meredith Vieira and Ann Curry. Specially for Curry, there is strong speculation that Lauer was directly involved in her firing, according to reports.

In a recent story on the New York Post, a source says Lauer is so sensitive about the ratings that he doesn't want anyone uttering "GMA" on the studio.

"Matt's turned into an anchor animal," a network source told the newspaper. "He's making all editorial decisions, he's running the show and he's not listening to anyone . . . it's a huge problem."

Lauer and the "Today" show producer Jim Bell are reportedly discussing how to fix the show.