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Gold medals in hand, Phelps rockets to top of celebrity index
Sep 9, 2008
Michael Phelps Now Most Coveted Celebrity Endorser
By Darren Rovell | CNBC
Topics: Endorsements | Media | Marketing | Advertising | Sports
Eight gold medals can make you one of the most popular people in America. As of this minute, Olympic swimmer Michael Phelps is the most coveted celebrity endorser in United States.
That's according to the Davie Brown Index, whose officials say Phelps' jump to the top spot is unprecedented in the history of their celebrity polling system.
Phelps takes the No. 1 spot in endorsement rank this week in the company's first post-Olympics poll. He was previously ranked No. 1,111 by the company.
Here is the DBI Top 10 in terms of endorsement appeal. (Note the company is still waiting for results on All-Around gold medallist Nastia Liukin.)
1. Michael Phelps
2. Michael Jordan
3. Tom Hanks
4. Emeril Lagasse
5. Oprah Winfrey
6. Shawn Johnson
7. Michael J. Fox
8. Paul Newman
9. Denzel Washington
10. Morgan Freeman
In terms of the overall poll, which includes other attributes like trust and awareness, Phelps has gone from a pre-Olympics ranking of No. 1,154 to edge into the top 10. The DBI Index now reflects that Phelps is recognized by nearly 95 percent of U.S. consumers as compared to before the games when only one in three people polled knew of his name or face.
Here's the DBI Index Top 15 when all the categories, including endorsement appeal, are added up.
1. Tom Hanks
2. Will Smith
3. Michael Jordan
4. Morgan Freeman
5. George Clooney
6. Denzel Washington
7. Oprah Winfrey
8. Tiger Woods
9. Bill Cosby
10. Michael Phelps
11. Barack Obama
12. Robin Williams
13. Brad Pitt
14. Angelina Jolie
15. John Travolta
The big question with Phelps is going to be how long will this buzz last and what can he do to maintain it especially without being in a high profile competing situation for another four years.
