Britney Spears's popularity will plummet in 2006, according to a new survey which rates consumer attitudes towards brands and celebrities in the news.

The TOXIC hitmaker ranked as the top loser of 2006, while The Apprentice reality TV star Donald Trump and radio shock jock Howard Stern were also tipped for failure.

Conversely, talk show queen Oprah Winfrey is expected to continue her reign over US television.

Results were compiled after the second annual Newsmaker Brands survey requested 1,744 typical adult consumers rate 61 of the biggest newsmakers of 2005 in terms of future success.