The Marketing Arm Asks Will Endorsements Be a Brees for Aaron Rodgers?

DALLAS, Feb. 9, 2011 /PRNewswire/ -- If Drew Brees is any indication, Aaron Rodgers just got a whole lot more popular.

Brees, the New Orleans Saints quarterback who earned Super Bowl MVP honors in 2010, saw his awareness level jump more than 30 points among consumers following the Saints' Super Bowl victory, according to The Marketing Arm's Celebrity DBI, an independent index that quantifies consumer perceptions of more than 2,600 celebrities. 

In addition, Brees' endorsement score improved nearly eight points and his trust score received a six-point boost.  Consumers also rated him more aspirational and influential following his stellar Super Bowl performance last February.

Like Brees, going into last Sunday's Super Bowl, Rodgers was known by about 40 percent of US consumers.  Rodgers and Brees also shared similar scores in most of the DBI's other attributes, including trust, influence, and endorsement.

"Brees and the Saints had a compelling storyline last season which provided additional fuel for Brees' scores," said Jeff Chown, president of The Marketing Arm's celebrity talent practice. "Still, based on what the DBI data has shown for previous Super Bowl MVPs, it's likely that Rodgers will get a nice boost across the board when his updated DBI scores are available next week.  The bigger question is whether he'll retain those scores like Joe Montana has."

Montana, a three-time Super Bowl MVP who guided the San Francisco 49ers to four NFL titles before retiring in 1995, still ranks in the top 250 in the DBI's endorsement attribute.

"Whether Julia Roberts or Joe Montana or Jon Bon Jovi, the celebrities who capture our hearts over many years are those who have a long history of excellence at the top levels in their chosen field while staying out of trouble in their private lives," said Chown. 

"Of course, there are plenty of actors, artists, and athletes who fit that description.  But there are a few that also have a particular quality or intriguing story that captivates us – an attribute that sets them apart from their peers.  If Rodgers can win two more Super Bowls during his career and stay on the straight and narrow, there's an excellent chance that, in 20 or 30 years, he'll be in that same company."

About the Celebrity DBI

The Marketing Arm's Celebrity DBI provides brand marketers with a systematic approach for quantifying and qualifying the use of celebrities in marketing campaigns by evaluating a celebrity's relevance to a brand's image, target demographic and influence on consumer buying behavior.

For more information visit www.themarketingarm.com.

CONTACT:  Chris Anderson, (214) 259-3290

SOURCE The Marketing Arm