• December 3, 2009

The Tiger Woods situation seems to be unraveling as quickly as paramours come out of the woodwork, but it's not having a very big effect on the athlete's marketability, per the Davie Brown Index (DBI), an independent index used by brands and their agencies to determine a celebrity's ability to influence brand affinity and consumer purchase intent: Tiger's awareness increased slightly.

As of today, 99.61% of U.S. consumers know of Tiger Woods. That's up from 99.15% 60 days ago. "That's to be expected with the intense media coverage he's received over the last several days," says an agency spokesperson.

In terms of influence, his score dipped -- but not dramatically, dropping from 76.29 to 74.58. Tiger's endorsement score fell about six points, from 77.67 to 71.70. And in terms of aspiration, his score dropped from 77.18 to 63.38.--Karl Greenberg