Super Bowl ads? Try this: Tom vs. Eli as pitchman (video)

Much is on the line for quarterbacks Tom Brady and Eli Manning in Super Bowl XLVI. For Brady, a fourth Super Bowl win with the Patriots would put him in conversations as one of the greatest quarterbacks to ever play the game. For Manning, a second championship would make a strong case for his eventual induction into the Pro Football Hall of Fame, alongside shoo-ins Brady and Eli’s big brother Peyton.

But let’s put football aside for a moment and look at these two in their biggest secondary occupation outside of football: as commercial spokesmen. Given the choice between Brady and Manning, who’s a better bet as far as selling a product?

In addition to stellar NFL careers, both Manning and Brady have been effective players in the ad game. Manning made $7 million in endorsement earnings in 2011, according to Sports Illustrated’s “Fortunate 50,” a list of the 50 highest-earning American athletes. His long list of sponsors includes Toyota, Reebok, Citizen Watches, and Oreos (alongside Peyton).

Brady, meanwhile, pulled in  $10 million this year from sponsorships with Ugg Boots and Under Armour. In past years, he’s peddled Dunkin’ Donuts, Cadillac, Snickers, Visa, Gap, Vitamin Water, and the luxury watch brand Movado. But despite making less money, Manning may have a slight edge over Brady in the ad game for one huge reason: Statistically, he’s more likable.

Marketing Evaluations, Inc, a market research firm, ranks the visibility and appeal of celebrities with an index called a “Q-score.” The average Q score for an athlete is 15, which happens to be Brady’s score. Eli Manning’s is a 19, while Peyton Manning’s is a 28 – the highest of any active athlete.

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