For decades, Disney was the rare American brand that managed to transcend politics and maintain high favorability. Families from both sides of the aisle flocked to its parks, its films, and its streaming service without a second thought. But that era appears to be over.

A new analysis from Jefferies, based on Morning Consult polling, shows that Disney’s favorability has collapsed among both Democrats and Republicans, marking one of the sharpest declines in the company’s modern history. The catalyst? The suspension of Jimmy Kimmel Live! after false and inflammatory remarks made by Kimmel in the wake of Charlie Kirk’s murder.