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VIDEO STORYBOARD ANNUAL ENDORSEMENT LIST TO BE RELEASED
Published October 13, 1995
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).