LeBron James Outshines Tiger Woods In Global Celebrity Measuring Index
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By Chris Anderson | Published: June 18, 2013
David Lariviere | 6/18/2013 | Forbes
Repucom and The Marketing Arm, a next-generation promotions agency considered the largest buyer of celebrity talent, recently released the latest Celebrity DBI, an independent index that quantifies and qualifies consumer perceptions of celebrities, representing the views of approximately 1.5 billion consumers. The Davie Brown Index was developed in 2006.
Although Tiger's awareness score is 98.8 to LeBron's 57.27, King James of the Miami Heat trends better in the other seven categories of appeal, aspiration, breakthrough, endorsement, influence, trend-setter and trust. Trust is Woods' lowest category while breakthrough is the lowest for LeBron. Both rank highest in influence and are most popular among the 13 to 17-year-old age group.
Guy Port, Repucom's vice president of sales for North America, said, "The DBI is used to measure celebrity, particularly celebrity influence, to help advertisers choose how to spend their dollars. It's kind of like the Q score but this measures more than just awareness."
Earlier this month, the top 40 NBA players were compiled with Kobe Bryant narrowly edging James for the top spot. There was a large gap down to the Heat's Dwyane Wade at No. 3 with Jeremy Lin and Kevin Durant coming in at No. 4 and No. 5, respectively.
Dwight Howard, the Spurs' Tony Parker and Tim Duncan, Derrick Rose and Kris Humphries completed the Top 10.