Top Athletic Endorsers Span Demo Sectors

Michael-Phelps-A2

Gold medal-winning Olympians Michael Phelps and Gabby Douglas topped a Nielsen/E-Poll list of athletes with the greatest “endorsement potential” in reaching moms, while NFL great Peyton Manning and race car driver Danica Patrick led for dads.
 
Gymnast Douglas was the only athlete to make the top five across four demographic categories: moms, dads, teens and those age 65-plus. Phelps also led among teens, while soccer star David Beckham made the top five for moms and teens.
 
Nielsen and E-Poll Market Research have an N-score metric that attaches a number to the potential attractiveness of an athlete as an endorser.
 
Tim Tebow, a back-up quarterback who has recently become a frontman for TiVo, finished fourth in the moms category and second for those ages 65-plus. Gold medal-winning gymnast Aly Raisman finished fourth among moms and third among teens.
 
Manning, who led the dads category, has appeared in spots for Buick and Papa John’s during the football season. Derek Jeter, in third place, has been attached to a number of brands, while Green Bay quarterback Aaron Rodgers in fourth place has been appearing in State Farm spots.
 
LeBron James, in fourth place among teens, has been in spots for McDonald’s and Nike. Golfer Phil Mickelson, in fourth place among those age 65-plus, has appeared in spots for Enbrel, a medication that treats versions of psoriasis and arthritis.

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