anthony tortorici, director of public relations at coca-cola, told "black enterprise" magazine in 1981 that the "three most believable personalities are god, walter cronkite, and bill cosby." at the peak of his advertising career in the mid-1980s, cosby had a q score of 70, meaning that 70 percent of those responding to a survey of 1,000 united states residents thought highly of him, thus deeming him the most familiar and persuasive endorser. in 2003, industry publication "advertising age" said that "during [cosby's] 14-year reign over the ad industry's public approval index [he had only been surpassed by] the pope. in 2012, the separate celebrity dbi index listed cosby as second most-trusted celebrity on a list of celebrities people pay attention to on television, behind morgan freeman.