Consumers rate quarterbacks Drew Brees and Peyton Manning among the NFL’s most marketable players, according to data released today from The Marketing Arm’s Celebrity DBI, an independent index that quantifies consumer perceptions of more than 2,800 celebrities, including more than 50 active NFL players.
According to the DBI, consumers rate Brees as the most appealing NFL player. The New Orleans quarterback also posts the top score among active NFL players in the Endorsement, Trendsetter, Trust, and Breakthrough attributes. Brees ranks eighth in Awareness among NFL players.
Manning is the most recognizable active NFL player and ranks No. 1 in Influence. He also ranks fourth in Appeal, and second in Aspiration, Endorsement, Trendsetter, Trust, and Breakthrough.
Consumers rate Green Bay quarterback Aaron Rodgers as the league’s second-most appealing player behind Brees. Pittsburgh safety Troy Polamalu, Manning, and Arizona WR Larry Fitzgerald round out the top 5 in likability.
“It’s no accident that the two players with the highest appeal ratings (Brees and Rodgers) happen to be the quarterbacks who guided their teams to the last two Super Bowl titles,” said Jeff Chown, The Marketing Arm’s president of celebrity talent. “Americans love winners, but it’s also about how these guys carry themselves on and off the field.”
Polamalu and Rodgers also rank in the top 5 in Aspiration, Endorsement, Influence, Trendsetter, Trust, and Breakthrough.
Philadelphia quarterback Michael Vick has the second-highest awareness score of NFL players among US consumers. New England’s Tom Brady, Giants quarterback Eli Manning, and Pittsburgh quarterback Ben Roethlisberger are also among the top 5 in terms of awareness.
Eli Manning also ranks in the top 10 in Appeal (#9), Aspiration (#5), Endorsement (#6), Influence (#6), Trendsetter (#5), Trust (#6), and Breakthrough (#8).
“Vick’s known by nearly 85 percent of US consumers,” said Chown. “That’s due to both his positive on-field achievements and his previous off-field transgressions.”
In addition to Polamalu, two other defensive players rank in the top 10 in the DBI’s appeal attribute: Linebackers Brian Urlacher (Chicago) and Clay Matthews (Green Bay) rank sixth and eighth, respectively.
Consumers consider New York Jets quarterback Mark Sanchez as one of the league’s top 10 Trendsetters and rate Dallas quarterback Tony Romo among the top 10 in Endorsement.
About The Marketing Arm’s Celebrity DBI
The Celebrity DBI is an independent index for brand marketers and agencies that determines a celebrity’s ability to influence brand affinity and consumer purchase intent. It provides brand marketers with a systematic approach for quantifying and qualifying the use of celebrities in marketing campaigns by evaluating a celebrity’s awareness, appeal and relevance to a brand’s image and their influence on consumer buying behavior.
Created by the entertainment division of The Marketing Arm, a leading entertainment and sports marketing agency, the DBI includes more than 2,800 celebrities and is powered by a 4.5-million domestic consumer research panel.