87% 92%OF PEOPLE
GLOBALLY KNOWOF MESSI
million Facebook fans
avg. value of Lionel Messi Facebook posts
Both players were tested in 15 markets against eight different
criteria, (including public awareness, appeal, aspiration,
breakthrough, endorsement, influence, trendsetting and trust
attributes) which provides an insight what people think of them and
how good they are as brand endorsers.
Based on the results of combining these defining attributes, an
overall marketability scores is generated called a 'DBI Score'.
Social Media tells a lot about how each player is succeeding in
interacting with their fan base. Due in large part to Ronaldo's
reach online, his figures and values dwarf those of Messi.
Globally, 5% more people have heard of Ronaldo than Messi where
the same percentage of men know of Messi as women know of
Ronaldo.
Of the 15 markets studied, only two had a higher percentage of
people that knew of Lionel Messi over Cristiano Ronaldo, Messis
native, Argentina and China.
There are a number of reasons as to why public awareness of
Messi and Ronaldo shifts between markets, and such shifts can be
rather large. For example, 30% of the US population know of Lionel
Messi whilst 99% of all Brazilians and Spaniards know of
Ronaldo.
Whilst 5% more people know of Ronaldo globally, Messi enjoys a
much higher proportion of people that know of him saying that they
also like him - a trend seen across a number of his other
'marketabiliity' defining attributes.
Of those that know of either player, here is what they think of
them.
MESSI vs. RONALDOWHO IS THE MOST MARKETABLE?
OF PEOPLE GLOBALLY KNOW OF RONALDO
Lionel Messi
$ 21.25m
75.7
$ 62,500
million Facebook fans102.5
VS.
TOP ENDORSEMENT DEALS
SOCIAL MEDIA VALUE
*GLOBAL AWARENESS
ADIDAS TURKISH AIRLINESHEAD & SHOULDERS
COLLECTABILLIAOOREDOO
SPACE SCOOTERFIFA AUDEMARS PIGUET
PEPSI
DOLCE & GABBANA SAMSUNG
GILLETTE
NIKE EMIRATES HERBALIFE
COLLECTABILLIAPAO FACIAL FITNESSTAG HEUER
NOVO BANCOCLEAR SHAMPOO
JACOB & CO
SAMSUNGPRO EVOLUTION SOCCER
A WORLD DIVIDED
84% 91% 91%94%
96%90%
ARG
AUS
BRA
CHN
FRA
DE
JPN
MEX
RUS
ESP
TUR
UK
USA
Global
IND
ITL
TRUST
TRENDSETTING
INFLUENCE
ENDORSEMENT
BREAKTHROUGH
ASPIRATION
APPEAL
78%LIKE HIM
26%LIKE HIM A LOT
68%LIKE HIM
18%LIKE HIM A LOT
MESSI I RONALDO
MESSI I RONALDO
MESSI I RONALDO
MESSI I RONALDO
MESSI I RONALDO
MESSI I RONALDO
MESSI I RONALDO
MESSI RONALDO
MARKET BY MARKET: WHO KNOWS WHO?
WHAT PEOPLE THINK OF THEM
*GLOBAL APPEAL
THE GENERATION GAP
Cristiano Ronaldo
84.1*GLOBAL
DBI SCORE
*GLOBALDBI SCORE
82.4
avg. value of Cristiano Ronaldo Facebook posts
$ 143,750
$ 22.5m
Globally, the 18-24 age group are the most aware of both
players, with 94% knowing of Ronaldo and 93% knowing of Messi.
However, whilst more people in this age group know of Ronaldo,
Messi enjoys a bigger proportion of his fans within this group
(72%) saying they like the player.
Although they represent the smallest percentage of people to
know of Messi, of the over 55s globally that do know of the
Argentine forward (81%), 80% say they like him, which demonstrates
the highest proportion of any age group amongst both players.
Source: *Global scores are a composition of all 15 markets
(Argentina, Australia, Brazil, China, France, Germany, India,
Italy, Japan, Mexico, Russia, Spain, Turkey, UK and the US)
representing the views of over 1.6bn worldwide. 500 respondents are
tested in each market, 1000 respondents in the US. Respondents are
aged between 13-69. Celebrity DBI contains over 7000 tested
personalities in total.
Conversion rate: 1 = $1.25
Repucom 2014
90%
92%
94%
94%
90%
81%
86%
90%
93%
86%
67%
68%
68%
70%
60%
80%
79%
78%
72%
63% 17 & UNDER
18-24
25-34
35-54
55+
76% 68%
68%
68%
81%
80%
86%
82%
75%
77%
80%
84%
88%
86%
99% 96%
41% 61%
96% 99%
89% 84%
83% 90%
88% 92%
71% 73%
90% 96%
89% 90%
98% 98%
70% 95%
98% 99%
95% 97%
73% 89%
30% 40%
87% 92%
Percentage of people that know of the playerOf those that know
of the player, percetnage of people that also like the player
