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SBD/Issue 20/The Back of the Book
ESPN Sports Poll: Endorse My Product? No Thanks, Kobe
Published October 8, 2004
The ESPN Sports Poll, a service of TNS Sport, asked respondents aged 12+ if they could choose an athlete to endorse a product in commercials, which athlete would they select. Respondents were then asked to name an athlete that they would choose to keep from endorsing products in commercials. Following are the top 15 athletes named from January through July '04 to endorse a product and to keep from endorsing a product (ESPN Sports Poll).
|
BEST
ATHLETE TO
ENDORSE A PRODUCT |
WORST
ATHLETE TO
ENDORSE A PRODUCT |
||||
| (N=2,136) | (N=1,820) | ||||
|
RK
|
ATHLETE |
%
|
RK
|
ATHLETE |
%
|
|
1)
|
Tiger Woods |
11.1%
|
1)
|
Kobe Bryant |
14.8%
|
|
2)
|
Michael Jordan |
10.6%
|
2)
|
Dennis Rodman |
8.9%
|
|
3)
|
Shaquille O'Neal |
4.3%
|
3)
|
Shaquille O'Neal |
7.5%
|
|
4)
|
Brett Favre |
3.0%
|
4)
|
Mike Tyson |
4.8%
|
|
5)
|
Dale Earnhardt Jr |
2.7%
|
5)
|
Allen Iverson |
3.4%
|
|
6)
|
LeBron James |
2.5%
|
6)
|
O.J. Simpson |
2.9%
|
|
6t)
|
Kobe Bryant |
2.5%
|
7)
|
Michael Jordan |
2.6%
|
|
8)
|
Derek Jeter |
2.3%
|
8)
|
Tiger Woods |
2.4%
|
|
9t)
|
Joe Montana |
1.2%
|
9)
|
Barry Bonds |
2.3%
|
|
9t)
|
Lance Armstrong |
1.2%
|
10)
|
Pete Rose |
1.6%
|
|
9t)
|
Jeff Gordon |
1.2%
|
11)
|
Jeff Gordon |
1.4%
|
|
12t)
|
Alex Rodriquez |
1.1%
|
12)
|
LeBron James |
1.2%
|
|
12t)
|
Peyton Manning |
1.1%
|
13t)
|
Warren Sapp |
1.1%
|
|
12t)
|
Allen Iverson |
1.1%
|
13t)
|
Charles Barkley |
1.1%
|
|
15)
|
Andre Agassi |
1.0%
|
15)
|
Deion Sanders |
0.8%
|
