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Baseball’s Endorsement All-Stars Who Comes Out Swinging

2 minute read | July 2011

In a showdown where rivals become teammates, which team is the most marketable at this year’s MLB All-Star game? A look at the Nielsen/E-Poll N-Scores of the American League versus National League starters revealed the American League comes out swinging with a score of 97 compared to 78.

“The All-Star roster went through some significant changes, losing major stars including Derek Jeter. On the heels of his 3,000th career hit, Jeter is a powerhouse brand, with an N-Score of 165, just shy of the combined scores for the All-Star starters,” said Stephen Master, VP Nielsen Sports. “With Jeter out of the equation, the playing field has slightly leveled out.”

The N-Score evaluates name, image awareness, appeal and attributes such as sincerity, approachability, experience and influence to determine a player’s endorsement potential.

American League All-Stars*
POSITION Player Team N-Score
C Alex Avila Tigers N/A
1B Adrian Gonzalez Red Sox 11
2B Robinson Cano Yankees 23
3B Adrian Beltre Rangers N/A
SS Asdrubal Cabrera Indians N/A
OF Jose Bautista Blue Jays 7
OF Curtis Granderson Yankees 16
OF Josh Hamilton Rangers 40
TEAM TOTAL 97
Source: Nielsen / E-Poll N-Score

*Excludes starting pitchers

National League All-Stars*
POSITION Player Team N-Score
C Brian McCann Braves 11
1B Prince Fielder Brewers 9
2B Rickie Weeks Brewers 4
3B Scott Rolen Reds 12
SS Troy Tulowitzki Rockies 12
OF Ryan Braun Brewers 16
OF Lance Berkman Cardinals N/A
OF Matt Kemp Dodgers 14
TEAM TOTAL 78
Source: Nielsen/E-Poll N-Score

*Excludes starting pitchers

Methodology

Using the combined research expertise of Nielsen and E-Poll Market Research, N-Score is an in-depth look at a sports figure’s 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 and up. 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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