How much is Tom Brady’s endorsement worth? It depends on who’s asking …

Traditionally, celebrity endorsements have been stuck in the half-science, half-voodoo, half-gut check of many other media buys: Most major athletes have a Q Score which evaluates their popularity and appeal among various demographics, and that’s generally been used to negotiate a price, along with whatever emotional affinity the chief executive or other decision makers have with the potential endorser.

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