After he was caught lying about being shot down in a helicopter at the start of the Iraq War, NBC’s Brian Williams has plummeted 812 spots on an important trustworthy index.

Williams, who is the face of the network’s news division, was reportedly the 23rd-most-trusted person in the country before his lies came to light. Now, according to the New York Times, Williams is 835 on the Marketing Arm trustworthy index, which media executives and advertisers closely monitor.

“If Brian Williams’s future as the anchor of ‘NBC Nightly News’ rests on his trustworthiness and ratings, new research delivered some sobering news on Monday,” the Times noted.

Williams’s Iraq War lies have opened up the floodgates. “Stories” Williams has told about Katrina, dropping out of college, saving puppies, coming under fire from Hezbollah rockets, and being held up in New Jersey are all coming under intense scrutiny.

Though many in the elite mainstream media brethren have tried to make excuses for Williams (are they hiding lies as well?), the American public that the mainstream press often disdains seems to have no tolerance for smug liars.