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Baseball's Endorsement All-Stars: Who Comes Out Swinging?

 
 

July 11, 2011

In a showdown where rivals become teammates, which team is the most marketable at this year's MLB All-Star game? A look at the Nielsen/E-Poll N-Scores of the American League versus National League starters revealed the American League comes out swinging with a score of 97 compared to 78.

"The All-Star roster went through some significant changes, losing major stars including Derek Jeter. On the heels of his 3,000th career hit, Jeter is a powerhouse brand, with an N-Score of 165, just shy of the combined scores for the All-Star starters," said Stephen Master, VP Nielsen Sports. "With Jeter out of the equation, the playing field has slightly leveled out."

The N-Score evaluates name, image awareness, appeal and attributes such as sincerity, approachability, experience and influence to determine a player's endorsement potential.

  American League All-Stars*  
  Pos Player Team N-Score  
  C Alex Avila Tigers N/A  
  1B Adrian Gonzalez Red Sox 11  
  2B Robinson Cano Yankees 23  
  3B Adrian Beltre Rangers N/A  
  SS Asdrubal Cabrera Indians N/A  
  OF Jose Bautista Blue Jays 7  
  OF Curtis Granderson Yankees 16  
  OF Josh Hamilton Rangers 40  
  TEAM TOTAL   97  
  Source: Nielsen / E-Poll N-Score
*Excludes starting pitchers
 
 

  National League All-Stars*  
  Pos Player Team N-Score  
  C Brian McCann Braves 11  
  1B Prince Fielder Brewers 9  
  2B Rickie Weeks Brewers 4  
  3B Scott Rolen Reds 12  
  SS Troy Tulowitzki Rockies 12  
  OF Ryan Braun Brewers 16  
  OF Lance Berkman Cardinals N/A  
  OF Matt Kemp Dodgers 14  
  TEAM TOTAL   78  
  Source: Nielsen / E-Poll N-Score
*Excludes starting pitchers
 

Methodology
Using the combined research expertise of Nielsen and E-Poll Market Research, N-Score is an in-depth look at a sports figure's overall endorsement potential, factoring in the attributes and demographic measures that align brands with endorsers. E-Poll maintains a national online panel of 250,000 people age 13 and up. Each individual N-Score National survey is administered to 1,100 people within that panel via the Internet. The sample is representative of the general population based on gender, income, age, and education.

 
 
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