Who Is The Super Bowl's Most Marketable Personality?

DALLAS, Jan. 31, 2013 /PRNewswire/ -- Fans will be watching to see who scores in Sunday's Super Bowl, but marketers are interested in who will score with consumers.

Who are the most marketable personalities in this year's Super Bowl?

"At this point, the Harbaugh brothers and Colin Kaepernick," says Matt Delzell, a senior director at The Marketing Arm who specializes in celebrity endorsements. "The Harbaughs make for a good storyline and Kaepernick is a dynamic player with a warm disposition who has deftly handled the spotlight."

Recent allegations around Ravens linebacker Ray Lewis may cause some brands to back away from associating with the 17-year veteran, but he still ranks as one of the game's most influential players.

"With a big personality and a Hall of Fame career, Ray was clearly one of the most marketable players heading into Sunday's game," says Delzell. "But brands are probably hesitant following the claims. Even if they prove to be false, it still hurts his marketability in the short term around the Super Bowl."

According to new data from the Celebrity DBI, an independent index that quantifies consumer perceptions of nearly 3,000 celebrities, consumers consider Lewis to be among the NFL's most influential players, on par with players like Tom Brady and Aaron Rodgers. Among all celebrities in the DBI database, Lewis' Influence score is in the same neighborhood as Ryan Seacrest, Jessica Biel, Ryan Reynolds and Tina Fey.

Other highlights from the DBI data, which was updated this week:

BEST-KNOWN PLAYER: Veteran receiver Randy Moss has the highest awareness score among players in this year's Super Bowl. The former Viking/Patriot/Raider/Titan is known by nearly 55 percent of US consumers despite having a diminished role with the 49ers after returning from retirement.

Baltimore's Lewis is close behind. The 13-time Pro Bowler is known by about 54 percent of US consumers.

MOST LIKABLE: According to the DBI, consumers find Niners QB Colin Kaepernick to be the most likable player in this year's Super Bowl. Known by about 40 percent of US consumers, Kaepernick's DBI Appeal score is on par with Owen Wilson, Beyonce and Leonardo DiCaprio.

San Francisco players Patrick Willis, Vernon Davis and Frank Gore rank just behind Kaepernick in terms of likability, though none is as well-known as the Niners QB. Ray Rice is the most appealing Raven, according to consumers.

MOST ASPIRATIONAL: Kaepernick also ranks as the most aspirational player in the Super Bowl, outscoring teammate Frank Gore in this attribute. Kaepernick's DBI Aspiration score is in the same neighborhood as Ron Howard, Kevin Durant and Mike Krzyzewski.

Consumers rate Baltimore quarterback Joe Flacco as the most aspirational Raven, though his score is two points lower than Kaepernick's.

Experts contend that an MVP performance in the Super Bowl will alter a player's DBI scores across the board.

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