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Volume 24 No. 159

Research and Ratings

While Tiger Woods has the highest level of awareness among active golfers, his playing partners during the first two rounds of the U.S. Open -- Rory McIlroy and Adam Scott -- both have a higher level of appeal, according to SportsBusiness Daily analysis of data from Repucom’s Celebrity DBI database. Woods ranks seventh among all 2,925 celebrities in the database and is known by more than 98% of U.S. consumers -- eclipsed only by personalities such as Oprah Winfrey and former President Bill Clinton, but ahead of the likes of Basketball HOFer Michael Jordan and actor Tom Cruise. Among active golfers, only Phil Mickelson (71%) is close to Woods in terms of awareness.

HOW TO MAKE FRIENDS: Of the people who know Woods, over 53% dislike him to some degree. By comparison, Scott is liked by over 93% of those who know him and McIlroy comes in at 89%. The pair have an appeal factor comparable to Vikings RB Adrian Peterson and Spurs F Tim Duncan. Meanwhile, McIlroy tops Woods and Scott in terms of influence, scoring on par with Nationals CF Bryce Harper and Bulls G Derrick Rose. Among active golfers, only Bubba Watson rates as more influential than McIlroy and Scott. Woods is way behind and comparable to Lions DT Ndamukong Suh and Steelers QB Ben Roethlisberger.

GOING PLACES: The top attribute for both McIlroy and Scott is that they each rank inside the top 150 for all personalities in terms of aspiration. That puts them on par with Patriots QB Tom Brady and Gold Medal-winning Jamaican sprinter Usain Bolt. Looking at only athletes, Saints QB Drew Brees ranks No. 1 in terms of aspiration, followed by Baseball HOFer Hank Aaron and Broncos QB Peyton Manning. Woods is near the bottom, on par with former MLBer Barry Bonds and Nets F Kris Humphries.