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NASCAR's top marketable driver is...

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Few were likely surprised that Dale Earnhardt Jr. topped a list of NASCAR drivers as far as marketability and consumer awareness, but some results from the recent survey of hard-core racing fans by Millsport may have raised some eyebrows. Millsport's second annual Davie Brown Index for NASCAR quantifies a celebrity's relevance to consumer behavior and is calculated in various entertainment categories by Millsport parent company The Marketing Arm. The survey includes questions that examine how many people are aware of the driver, how much the driver influences purchases and how passionate fans are about the drivers. The top five in the NASCAR survey were Earnhardt Jr., Mark Martin, Tony Stewart, Jeff Burton and Jimmie Johnson. Also in the top 10 were Carl Edwards, Jeff Gordon, Bobby Labonte, Kasey Kahne and Kyle Petty.

SceneDaily.com

Dale Earnhardt Jr., Rusty Jarrett/Getty Images Dale Earnhardt Jr., Rusty Jarrett/Getty Images
December 27, 2008  10:15 AM ET

While I'm not surprised about Jr, being at the top of the list, I am surprised about Mark Martin and Jeff Burton being higher than Jimmie Johnson and Jeff Gordon.

December 27, 2008  11:03 AM ET
QUOTE(#1):

While I'm not surprised about Jr, being at the top of the list, I am surprised about Mark Martin and Jeff Burton being higher than Jimmie Johnson and Jeff Gordon.

Class will always top success. Those are two old school drivers and probably the two most well liked and respected by the other drivers. No arrogance just doing the job at hand.Gordan's whining in the past affects this and he and Johnson come across to some as arrogant.(bigger egos) Martin and Burton are considerate,better team players,unfortunately that is probably why Mark doesn't have a championship!

December 27, 2008  11:07 AM ET

That is also why Bobby Labonte made the top 10. Petty is the biggest surprise. Only thing I can figure is name recognition from Richard.

December 27, 2008  11:12 AM ET

Mark also had some huge endorsements in the past. Stewart has Subway and Depot.Edwards has Aflac.Johnson,Lowes and huge recent success.Gordan is Nascar's 2nd poster boy behind Jr. and Kahne has got poor driving woman chasing him in commercials. Expose and likability.

December 27, 2008  11:22 AM ET

You hit it, JB. Martin and Burton are well respected by EVEYONE. They have earned it all.

December 27, 2008  11:27 AM ET

Exactly. It is the likability factor. People don't like JJ and JG, deserved or not. They do like Martin and Burton (both of which are 100%+ deserved).

And Petty has the name.

December 27, 2008  11:47 AM ET

not a nascar guy by any means but i certainly know and like jr.... its ashamed how his stepmom played him out

December 27, 2008  12:22 PM ET
QUOTE(#4):

Mark also had some huge endorsements in the past. Stewart has Subway and Depot.Edwards has Aflac.Johnson,Lowes and huge recent success.Gordan is Nascar's 2nd poster boy behind Jr. and Kahne has got poor driving woman chasing him in commercials. Expose and likability.

Just to clarify to Jr. fans. He also is very likable,unlike Sr.(you either loved or hated him)Jr. has the name and the personality. If he ever raises his driving success level to match Gordan or Johnson's the guy will be off the charts.

December 27, 2008  12:30 PM ET

Good thing he is a likeable driver because he certainly isn't a driver driver. Love the picture, only a mother could love that mug.

December 27, 2008  01:29 PM ET

can we get a new dale jr picture please?

December 27, 2008  05:11 PM ET

Jeff Burton and Mark Martin definitely belong there but I'm surprised Kyle Busch isn't. He is not the most likeable but he and Carl Edwards are by far the most exciting to watch.

December 27, 2008  06:35 PM ET

I don't remember any BS celebrity-sponsorship friendly polls back in the day of real NASCAR--with Rusty Wallace, DW, Alan Kulwicki, Davey Allison...I'm sure this is the kind of garbage France uses when he makes some of his asinine decisions while trying to ruin (er, I mean run) the sport!!!

December 28, 2008  06:52 AM ET
QUOTE(#1):

While I'm not surprised about Jr, being at the top of the list, I am surprised about Mark Martin and Jeff Burton being higher than Jimmie Johnson and Jeff Gordon.

Age before beauty...

December 28, 2008  08:41 AM ET

Jr. is a success because of his father's legacy. He is an average driver at best. Don't believe the hype!

December 28, 2008  12:36 PM ET
QUOTE(#11):

Jeff Burton and Mark Martin definitely belong there but I'm surprised Kyle Busch isn't. He is not the most likeable but he and Carl Edwards are by far the most exciting to watch.

Those guys are definitely fun to watch. Remind me a little swervin Irvin. A little dangerous sometimes but they put those cars into spots you don't think they will fit. They think they can do anything on the track.Maybe not as well liked by other drivers but successful.

December 28, 2008  03:33 PM ET

I hope JR. makes a comeback in 09, lack luster finishes in 08 have put a mark on his head!

December 28, 2008  03:54 PM ET

Not too sure about Jr.'s marketing of Amp and the National Guard, just because Jr. is the pitch man didn't make me want to go out and join the Guard or even buy a can of Amp. Yeah I know he drives the car for those two sponsors, but that's where it ends.

 
December 29, 2008  02:56 PM ET

Exactly, Army Brat. I've tried the Amp beverage..its not all that good <lol>. As for National Guard duty, I'm a bit over age for that! I agree Float...he's got to step it up a bit more in '09!

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