NY-based American Sports Data surveyed nearly 4,000 adults and children, ages 13+, during December, '96. Of 84 athletes offered, O.J. Simpson was the most widely known sports personality in the nation but only Tonya Harding was seen as a less effective product endorser among celebrity athletes. Michael Jordan is seen as the top product endorser while Shaquille O'Neal's national recognition has increased from 65% in '93 to 87% in '96. Tiger Woods ranked fourth among influence ratings despite an awareness rating of only 60%. Influence ratings were based on a scale of one to five, with five the highest (ASD).
| ATHLETE RECOGNITION |
| 1 | O.J. Simpson | 97.20% | | 1 | Nancy Kerrigan | 89.20% |
| 2 | Magic Johnson | 96.20% | 2 | Tonya Harding | 89.20% |
| 3 | Michael Jordan | 95.90% | 3 | Mary Lou Retton | 84.00% |
| 4 | Muhammed Ali | 95.20% | 4 | Chris Evert | 82.40% |
| 5 | Mike Tyson | 94.10% | 5 | J. Joyner-Kersee | 76.10% |
LARGEST RECOGNITION GAINS: Shaquille O'Neal, +22%; Pete Sampras, +18%; Hakeem Olajuwon, +13%, Monica Seles, +10%; J. Joyner-Kersee, 8%.
| ATHLETE INFLUENCE RATINGS |
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| TOTAL | WHITE | AFRICAN- AMER | HISPANIC |
| 1 | Michael Jordan | 4.12 | 4.05 | 4.54 | 4.21 |
| 2 | Shaquille O'Neal | 3.75 | 3.67 | 4.22 | 3.84 |
| 3 | Joe Montana | 3.68 | 3.65 | 3.59 | 3.8 |
| 4 | Tiger Woods | 3.62 | 3.55 | 3.91 | 3.81 |
| 5 | Cal Ripken, Jr. | 3.6 | 3.62 | 3.48 | 3.65 |
| 6 | Troy Aikman | 3.58 | 3.53 | 3.82 | 3.76 |
| 7 | Steve Young | 3.57 | 3.54 | 3.69 | 3.57 |
| 8 | Ken Griffey, Jr. | 3.56 | 3.52 | 3.83 | 3.59 |
| 9 | Dan Marino | 3.53 | 3.52 | 3.62 | 3.45 |
| 10 | Wayne Gretzky | 3.49 | 3.48 | 3.38 | 3.53 |
| AMONG CONTROVERSIAL ATHLETES |
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| TOTAL | WHITE | AFRICAN- AMER | HISPANIC |
| 45 | Dennis Rodman | 2.9 | 2.78 | 3.48 | 2.95 |
| 57 | Michael Irvin | 2.73 | 2.63 | 3.22 | 2.8 |
| 61 | John Daly | 2.63 | 2.64 | 2.75 | 2.66 |
| 70 | Mike Tyson | 2.51 | 2.35 | 3.37 | 2.51 |
| 73 | Albert Belle | 2.47 | 2.37 | 3.2 | 2.17 |
| 79 | Derrick Coleman | 2.28 | 2.19 | 2.66 | 2.14 |
| 83 | O.J. Simpson | 1.83 | 1.69 | 2.65 | 1.81 |
| 84 | Tonya Harding | 1.58 | 1.53 | 1.87 | 1.49 |
LARGEST INFLUENCE RATINGS INCREASES (TOTAL): Kent Steffes, +.51; Muhammed Ali, +.49; Mike Powell, +.49; Pete Sampras, +.45; Hakeem Olajuwon, +.36; Oscar De La Hoya, +.34; John Daly, +.30 (American Sports Data).
