Market research has revealed serial love rat Jesse James is "one of the most disliked celebrities on the planet."

Following Breaking Celebrity News's revelation that his Discovery Channel show Jesse James: Outlaw Garage has been axed, it's emerged that 44-year-old James' "likability" had plummeted to an all-time low of 3 -- down from 72 -- before he cheated on ex-wife Sandra Bullock, according to eScore, an influential survey used by networks to help make programming decisions.

Worse, research that found viewers consider James' top five attributes to be "insecure, over-exposed, creepy, rude and mean", Breaking Celebrity News has exclusively learned.

"His infidelity killed him," one insider said.

"He's gone from very likable to being one of the most disliked celebrities on the planet."

The numbers against James were startling and shed light on the decision to fire him: 38 percent of respondents said the motorcycle manufacturer was insecure, 32 percent judged him as being over-exposed and creepy, 26 percent of viewers called him rude while 24 percent said he was just downright mean.