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CULTURE POP: SPOTLIGHT ON: ARMCHAIR QUARTERBACKS

Published on .

MISSING IN ACTION: Troy Aikman. John Elway. Steve Young. At least one of three National Football League quarterbacks and ad icons have played in seven of the last 10 Super Bowls. It was a safe bet they would go 8 for 11 with Super Bowl XXXI-until all three were sent home by upstarts more than a week ago.

Even if they are calling the shots in the big game this year from their couches, Messrs. Aikman, Young and, to a lesser degree, Elway remain proven winners on the endorsement field, according to People/Yankelovich POP Monitor Profiles, which measure the overall star power of 1,000 celebrities on 14 different attributes.

Among men, Mr. Aikman is the hottest and most well known of the three. But as a member of the high-profile Dallas Cowboys, a team surrounded by hype and controversy, he's also seen as the most overexposed. Mr. Elway is the least exposed, but the aging Denver Bronco lags far behind his rivals in the "up and coming" category.

When it comes to their ability to promote products and services, San Francisco 49er Mr. Young, who has endorsed General Mills, Pepsi, Visa and others, is the pitchman consumers prefer most.

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