SBD/13/Sponsorships Advertising Marketing

VIDEO STORYBOARD ANNUAL ENDORSEMENT LIST TO BE RELEASED

     The "widely watched ranking of TV endorsers" put out by
Video Storyboard Tests in New York that test the celebrity
endorsement appeal of sports stars was previewed by Kevin Goldman
of the WALL STREET JOURNAL.  Michael Jordan remains No. 1 for the
seventh time in eight years, while Shaquille O'Neal moves from
No. 3 to No. 2.  Joe Montana "returns to the list at No. 3 with
endorsements for Sega and Hanes."  Video Storyboard Test
President David Vadehra attributes Montana's "comeback to his
retirement from football."  The sports list this year is 100%
male.  Last year, Nancy Kerrigan ranked No. 2 on the list (WALL
STREET JOURNAL, 10/12). Vadehra on O.J. Simpson's likelihood of
appearing on the Celebrity Endorser List: "No more commercials
for 'the Juice', he's just too controversial" ("ET," 10/12).
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