Interviews & Articles
Millsport's senior sports business executives are available for interviews, commentary, and analysis on a number of sports marketing and sponsorship topics. To arrange an interview, please contact Chris Anderson at (214) 259-3290.
Earnhardt laps field in consumer index
Dec 16, 2008
Earnhardt laps field in consumer index
By Nate Ryan, USA TODAY
Carl Edwards and Jimmie Johnson made gains, but Dale Earnhardt Jr. remained the runaway leader in the Davie Brown Index, which quantifies an athlete's relevance to consumer behavior.
In polling of avid NASCAR fans conducted after the 2008 season by the Charlotte-based Millsport sports marketing agency, Earnhardt ranked first in awareness and nine "attribute" categories: appeal, notice, trend-setter, influence, trust, endorsement, aspiration, exposure and passion.
The DBI also is used to quantify Hollywood celebrities, and Millsport vice president Ken Cohn says Earnhardt is creating a separation from other drivers unlike any celebrity the agency has seen. "Avid fans are at least 20% more passionate about Junior," Cohn says.
Rounding out the top five in overall scores were Mark Martin, Tony Stewart, Jeff Burton and Johnson, who advanced two spots from a NASCAR DBI survey in the spring that also was led by Earnhardt. Edwards, who finished second in the Sprint Cup and Nationwide series, jumped 14 spots to sixth overall, ahead of Jeff Gordon, Bobby Labonte, Kasey Kahne and Kyle Petty.
