Credit: Mark J. Rebilas-USA TODAY Sports
USA TODAY - Peyton Manning's on-field stats this season - 55 TD passes, nearly 5,500 yards - were historically good. And his celebrity stats in The Marketing Arm's Celebrity DBI, which keeps tabs on more than 3,000 celebrities worldwide, aren't bad either.
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Awareness: Manning ranks No. 305 and is known by 86% of consumers nationally, as well known as celebs like Meryl Streep, Willie Nelson, Sean Penn and Al Roker. Only a few athletes are better known, such as Kobe Bryant (90%) and LeBron James (87%). Tom Brady is known by 77% of consumers.
Appeal: Manning ranks No. 341, on par with celebs like Muhammad Ali, Jennifer Aniston and Samuel L. Jackson. More than 90% of those who know of him say they like Manning to some degree, which makes him the most likable active NFL player. Aaron Rodgers is next. Most likeable former NFL player: Steve Young, who ranks slightly ahead of Manning; Joe Montana's appeal score is nearly identical to Manning's.
Endorsement: Manning ranks No. 24, on par with Arnold Palmer, Michael Jordan, Denzel Washington and Hank Aaron. Manning has the best endorsement score among any NFL player, active or retired. Jerry Rice is second, Drew Brees third and Robert Griffin III fourth.
Aspiration: Manning ranks No. 6 in this attribute, which measures how much people want to be like him or aspire to be of the same character. That puts him in the same neighborhood with Tom Hanks, Morgan Freeman and Bill Gates. "It's very unusual for an athlete to be that high in aspiration," says Jordan Schlachter, senior vice president/sports for The Marketing Arm.
Trust: Manning ranks No. 24 among most trustworthy celebs with such worthies as Bill Cosby, Tony Dungy and Dr. Oz. "It's rare to see athletes so high in influence and trust because people think athletes make too much money or don't lead the right lifestyle," Schlachter says.
Trendsetter: Manning is No. 65 here, on par with Jimmy Fallon, Prince William and Brad Pitt. "It's interesting that his trendsetter numbers are lower. Still high, but not the top, just because he is a little bit goofy, and I mean that in the best possible way. He is very true to his personality."
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