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Survey: Tops Among MLB Marketing All-Stars

Barry Janoff July 7th. 2011, 12:29pm

Despite the fact that they are currently considered the best in the game, only three of the players selected to start in the 2011 MLB All-Star Game “rise to the level that we consider endorsement All-Stars,” according to E-Poll Market Research.

The Encino, Calif.-based firm, in partnership with The Nielsen Co., tracks more than 6,000 celebrities, athletes and newsmakers to provide marketing-related data to companies worldwide. The Nielsen/E-Poll considers that an “N-Score” of 30 or greater based on its qualifying factors would be needed for any of these players to make the grade.

According to the Nielsen/E-Poll, Derek Jeter far and away tops the All-Star roster with an N-Score of 165. Jeter is currently riding a wave of public awareness due to his quest to reach 3,000 career hits.

Jeter is followed among All-Star starters by teammate (35 N-Score) and of the (34 N-Score). The next closest is Robinson Cano of the Yankees (23 N-Score).

The Nielsen/E-Poll consensus of the roster? None of the starting players currently make the cut as an “endorsement All-Star.” ( was added in the scoring to balance out the AL’s DH roster spot.)

Reserve players and from either league have not been included in these statistics.

Despite these numbers, E-Poll Market Research anticipates that raised endorsement awareness and potential deals could be forthcoming for players who shine in the All-Star Game (July 12 at Chase Field, Phoenix) and surrounding events such as the State Farm Home Derby (July 11).

“The All-Star [event] is an important promotional opportunity for and an opportunity to push some of their players closer to the top-tier of national endorsers,” offers E-Poll Market Research. “The *All-Star Game] is one of the better promotional opportunities MLB has.”

According to E-Poll Market Research, the Nielsen/E-Poll N-Score is a “comprehensive evaluation of the overall endorsement potential of an individual sports personality. It combines measures of awareness, appeal (how strongly one likes or dislikes an individual) as well as specific personal attributes and other factors.” The Nielsen/E-Poll N-Score is conducted weekly among a nationally representative sample of 1,100 respondents ages 13+.

Nielsen/E‐Poll N‐Score For the 2011 MLB All‐Star Game:

All-Star Rosters NL N-Score Player Team All-Star Rosters AL N-Score Player 11 Brian McCann Braves 1st Base 9 Brewers 2nd Base 4 Rickie Weeks Brewers 3rd Base 10 Placido Polanco Phillies SS 13 Jose Reyes Mets Outfield 16 Brewers Outfield 14 Dodgers Outfield n/a Lance Berkman Cardinals Reserve/HR Derby 11 Matt Holliday Cardinals Median N-Score 11.5 National League All-Stars

All-Star Rosters AL N-Score Player Team

Catcher n/a Tigers 1st Base 11 Adrian Gonzalez Red Sox 2nd Base 23 Robinson Cano Yankees 3rd Base 35 Alex Rodriguez Yankees SS 165 Derek Jeter Yankees Outfield 7 Jose Bautista Blue Jays Outfield 16 Yankees Outfield 14 Rangers DH 34 David Ortiz Red Sox Median N-Score 19.5 All-Stars