Who Is The Super Bowl's Most Marketable Personality?

Lewis, Kaepernick score with consumers, according to index

Jan 31, 2013, 14:07 ET from The Marketing Arm

DALLAS, Jan. 31, 2013 /PRNewswire/ -- Fans will be watching to see who scores in Sunday's Super Bowl, but marketers are interested in who will score with consumers.

Who are the most marketable personalities in this year's Super Bowl?

"At this point, the Harbaugh brothers and Colin Kaepernick," says Matt Delzell, a senior director at The Marketing Arm who specializes in celebrity endorsements. "The Harbaughs make for a good storyline and Kaepernick is a dynamic player with a warm disposition who has deftly handled the spotlight."

Recent allegations around Ravens linebacker Ray Lewis may cause some brands to back away from associating with the 17-year veteran, but he still ranks as one of the game's most influential players.

"With a big personality and a Hall of Fame career, Ray was clearly one of the most marketable players heading into Sunday's game," says Delzell. "But brands are probably hesitant following the claims. Even if they prove to be false, it still hurts his marketability in the short term around the Super Bowl."

According to new data from the Celebrity DBI, an independent index that quantifies consumer perceptions of nearly 3,000 celebrities, consumers consider Lewis to be among the NFL's most influential players, on par with players like Tom Brady and Aaron Rodgers. Among all celebrities in the DBI database, Lewis' Influence score is in the same neighborhood as Ryan Seacrest, Jessica Biel, Ryan Reynolds and Tina Fey.

Other highlights from the DBI data, which was updated this week:

BEST-KNOWN PLAYER: Veteran receiver Randy Moss has the highest awareness score among players in this year's Super Bowl. The former Viking/Patriot/Raider/Titan is known by nearly 55 percent of US consumers despite having a diminished role with the 49ers after returning from retirement.

Baltimore's Lewis is close behind. The 13-time Pro Bowler is known by about 54 percent of US consumers.

MOST LIKABLE: According to the DBI, consumers find Niners QB Colin Kaepernick to be the most likable player in this year's Super Bowl. Known by about 40 percent of US consumers, Kaepernick's DBI Appeal score is on par with Owen Wilson, Beyonce and Leonardo DiCaprio.

San Francisco players Patrick Willis, Vernon Davis and Frank Gore rank just behind Kaepernick in terms of likability, though none is as well-known as the Niners QB. Ray Rice is the most appealing Raven, according to consumers.

MOST ASPIRATIONAL: Kaepernick also ranks as the most aspirational player in the Super Bowl, outscoring teammate Frank Gore in this attribute. Kaepernick's DBI Aspiration score is in the same neighborhood as Ron Howard, Kevin Durant and Mike Krzyzewski.

Consumers rate Baltimore quarterback Joe Flacco as the most aspirational Raven, though his score is two points lower than Kaepernick's.

Experts contend that an MVP performance in the Super Bowl will alter a player's DBI scores across the board.

"Every attribute will spike – awareness, appeal, influence, trendsetter, breakthrough," says Delzell. "In terms of endorsements, there's no bigger launching pad (than the Super Bowl). Serious fans – real NFL fans – are already familiar with the players. But for the casual fan or the non-fan, Sunday's big game is often the first time they've seen most of these players."

THE BROTHERS HARBAUGH: And in the so called "Harbaugh Bowl," who do fans prefer, Jim or John?

According to the DBI, Jim is better known than brother John. Fully 35 percent of US consumers know Jim; John is known by less than 30 percent.

But John wins in appeal, outscoring brother Jim by two points in this attribute. Consumers also find John to be more trustworthy than Jim, though only slightly more so.

"We've known Jim a lot longer than John because Jim was the starter at Michigan, was a first-round draft pick, then played in the NFL for more than a decade, was a Pro Bowl quarterback and played with some good Bears and Colts teams," says Darin David, a senior director at The Marketing Arm.  "Jim draws more attention for his sideline demeanor, but both are seen as smart, charismatic coaches. There will be plenty of marketing opportunities regardless of how the Super Bowl plays out."

About the Celebrity DBI

The Celebrity DBI (formerly Davie Brown Index) is an independent index that quantifies consumer perceptions of nearly 3,000 celebrities, including film and TV stars, musical performers, business leaders, news personalities, and athletes and coaches.

Created in 2005 by the entertainment division of The Marketing Arm, the index helps brand marketers and agencies to determine a celebrity's ability to influence brand affinity and consumer purchase intent. The Celebrity DBI is powered by a 4.5-million domestic consumer research panel. Respondents evaluate celebrities across eight key attributes:  Appeal, aspiration, awareness, endorsement, influence, breakthrough, trendsetter, and trust. 

About The Marketing Arm

The Marketing Arm (www.themarketingarm.com) is a next-generation promotion agency that harnesses the power of emotion to make brands more engaging. The agency provides best-in-class consulting that spans nine emotional platforms within entertainment, sports, multicultural, and cause marketing.

With a focus on sophisticated planning across all promotional channels, The Marketing Arm develops comprehensive integrated marketing programs for more than 100 blue-chip brands. Among its 22 capabilities are mobile marketing, shopper marketing, content creation, sponsorship consulting, consumer and corporate events, and digital word of mouth and social media.

Named the 2012 "Agency of the Year" by Chief Marketer and Promo magazine, The Marketing Arm has earned over the last four years more than 85 major industry awards and honors, including a Cannes Gold Lion, a 4A's Jay Chiat Award for Strategic Excellence, the Promotion Marketing Association's Gold Reggie Award, and a Gold Effie Award. In the last two years, The Marketing Arm was honored by Street & Smith's Sports Business Journal as the "Best in Corporate Consulting" (2012) and the "Best in Sports Event & Experiential Marketing" (2011).

One of the "Best Places to Work" the last three years by Workplace Dynamics, The Marketing Arm has a distinctive culture that touches a 500-person corporate staff in its offices in Dallas, New York, Los Angeles, Chicago, Greenwich (Conn.) and London.

Founded in 1993, the agency is part of Diversified Agency Services, a division of Omnicom Group Inc.

About Diversified Agency Services

Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), manages Omnicom's holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.

About Omnicom Group Inc.

Omnicom Group Inc. (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries. 

Contact: Chris Anderson / 214-259-3200 / canderson@themarketingarm.com

SOURCE The Marketing Arm