SBD/June 9, 2011/Research and Ratings

Sidney Crosby Tops Active NHLers In Awareness, Endorsement Potential

Penguins C Sidney Crosby tops the list of active NHL players in terms endorsement potential, but Wayne Gretzky remains head and shoulders above all current and retired players, according to N-Score results from Nielsen/E-Poll. The N-Score evaluates name, image awareness, appeal and attributes such as sincerity, approachability, experience and influence to determine a player's endorsement potential. Among the top 10 active and retired players in the NHL, Canadians have a slight edge with American audiences. Following Crosby on the list of active players are Red Wings C Mike Modano and Capitals LW Alex Ovechkin. After Modano, the only other active American to crack the top 10 is Sabres C Tim Connolly. Gretzky remains the most well-known hockey name with an N-Score of 203, which is nearly five times higher than his closest competitor. Retired U.S. players in the top 10 include former Rangers D Brian Leetch and G Mike Richter (Nielsen Media Co.).

TOP 10 N-SCORES FOR ACTIVE NHL PLAYERS
RANK
PLAYER
NATIONALITY
N-SCORE
1
Penguins C Sidney Crosby
Canada
26
2
Red Wings C Mike Modano
U.S.
20
3
Capitals LW Alex Ovechkin
Russia
16
4
Red Wings D Nicklas Lidstrom
Sweden
14
5
Blackhawks C Jonathan Toews
Canada
14
6
Sabres C Tim Connolly
U.S.
13
7
Penguins C Evgeni Malkin
Russia
12
8
Devils G Martin Brodeur
Canada
12
9
Penguins G Marc-Andre Fleury
Canada
11
10
Flames RW Jarome Iginla
Canada
10
TOP 10 N-SCORES FOR RETIRED NHL PLAYERS
RANK
PLAYER
NATIONALITY
N-SCORE
1
Wayne Gretzky
Canada
203
2
Gordie Howe
Canada
45
3
Mario Lemieux
Canada
32
4
Bobby Orr
Canada
31
5
Mark Messier
Canada
23
6
Steve Yzerman
Canada
20
7
Brian Leetch
U.S.
12
8
Cam Neely
Canada
11
9
Mike Richter
U.S.
10
10
Adam Graves
Canada
7

METHODOLOGY: N-Score is a combined effort between Nielsen and E-Poll Market Research that takes an in-depth look at sports figures' overall endorsement potential, factoring in the attributes and demographic measures that align brands with endorsers. E-Poll maintains a national online panel of 250,000 people age 13+. Each individual N-Score national survey is administered to 1,100 people within that panel via the Internet. The sample is representative of the general population based on gender, income, age and education.

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