2013 Power 100: Methodology

Looking at more than 3,000 professional athletes, CSE used a combination of on- and off-field rankings to come up with the 2013 Power 100

By David Newman

To determine the final rankings for the 2013 Power 100, Bloomberg “Sportfolio,” BSports, and Horrow Sports Ventures worked with CSE, one of the longest-running and most diversified independent marketing agencies in the country. CSE created the Power 100 list for the fourth consecutive year using proprietary methodology, as well as data from Nielsen/E-Poll N-Score.

Using the same methodology as previous years, the ranking comprises only professional athletes playing in the United States. Coaches, executives, owners, agents, and even retired athletes were not considered. Only regular season statistics were used.

An athlete’s ranking is comprised of on-field attributes (50%) and off-field attributes (50%) to develop an overall ranking.

On-Field Attributes

The on-field attributes consist of an athlete’s ranking within his or her sport, relative to all other participants. Each athlete is compared to the peer group averages by sport in a number of statistical categories. Next, a multiplier is used to adjust athletes rankings based on the popularity and viewing audience of that sport. All data is analyzed over a two-year basis, weighted 80% for the most recent season and 20% for the season that preceded it.
The individual statistical categories for each sport are:
• MLB — Batting Average, Runs, Hits, Home Runs, Stolen Bases (for batters); Wins, Saves, Strikeouts, and ERA (for pitchers)
• MLS — Goals and Assists (on a per-game basis)
• NASCAR — Wins, Top Five Finishes, Top 10 Finishes, Winnings, and Poles
• NBA/WNBA — Points, Blocks, Assists, Steals, and Rebounds (all on a per-game basis)
• NFL — Yards, Touchdowns, and Quarterback Rating (by position, for offensive players); Tackles, Sacks, Interceptions, and Forced Fumbles (for defensive players)
• NHL — Goals, Assists, and Plus/Minus (for non-goalkeepers); Save Percentage, Wins, Goals Allowed Average, and Shutouts (for goalkeepers)
• BOXING, GOLF, INDY CAR, FORMULA ONE, MMA, TENNIS, and OLYMPIC SPORTS — Based on World Rankings (or sport rankings)

Off-Field Attributes

The off-field attributes comprise an athlete’s expected endorsement potential (75%), endorsement earnings (15%), and their social media presence (10%). The endorsement potential comes from Nielsen/E-Poll’s N-Score, which measures an athlete’s name awareness, appeal, influence, trustworthiness, overall popularity, and a number of other attributes. Endorsement data is estimated by industry experts based on comparable athletes. Social media presence is taken from official Facebook fans and Twitter followers as of 2/15/13.

David Newman is the Vice President of Analytics at CSE. The CSE analytics team specializes in measuring and evaluating its clients’ campaigns and sponsorships by procuring and using the latest data, technology, and methodology to provide strategic sponsorship consultation. Contact CSE.