Good news for Sony, MasterCard, Gatorade and other marketers that pay Peyton Manning an estimated $15 million in endorsements: He is the most recognizable active athlete among Baby Boomer and Generation Y/Echo Boomer consumers, and the athlete these demographics most trust when it comes to endorsements.

And there also is good news for companies that have aligned themselves with Shaun White, Apolo Ohno, Michael Phelps and recently crowned 3,000K hit man Derek Jeter: These athletes round out the combined Top Five among Boomers and Echo Boomers in recognition and marketing value, according to a new survey from E-Poll Marketing Research, Encino, Calif.

E-Poll, in conjunction with The Nielsen Co., surveyed Baby Boomers (defined as ages 47-65) and Millennials (ages 17-34) to determine a Nielsen/E-Poll N-Score based on the “appeal, awareness and endorsement potential of more than 1,000 [active] sports figures on a national and local basis.”

NFL quarterback Manning topped the combined Boomer-Millennials chart by ranking first among Echo Boomer consumers and third among Baby Boomers.

However, on their own, Baby Boomers said that Nascar driver Dale Earnhardt Jr. was the most recognizable athlete and most influential product endorser. He was followed by Olympic gold medal short-track speedskater Ohno, whose deals include Subway, AT&T and Vicks. The Top Five for Baby Boomers also included Olympic gold medalist snowboarder White and NFL quarterback Donovan McNabb.

Among Echo Boomer consumers surveyed, the Nielsen/E-Poll N-Score is topped by Manning, followed by Olympic gold medal swimmer Phelps, White, tennis star Venus Williams and Dirk Nowitzki of the NBA champion Dallas Mavericks.

The Top Ten highest Nielsen/E-Poll N-Scores for Baby and Echo Boomers combined also included Troy Polamalu, Drew Brees, Venus Williams, Tom Brady and Nowitzki. With Manning, that put four NFL players among the Top Ten, one sign that fans and consumers are anxiously awaiting the current lockout to end.

Tiger Woods showed up on both the Baby and Echo Boomer lists, but in far worse position than ever. Baby Boomers ranked him at No. 25 and Millennials No. 18, not especially good news for an athlete who earns an estimated $65 million in endorsements from the likes Nike and EA Sports.

Active athletes whose Nielsen/E-Poll N-Scores put them among the Top 25 for Baby Boomers only were Nascar drivers Jeff Gordon, Jimmie Johnson and Tony Stewart, with only Earnhardt Jr. at No. 22 making the Echo Boomer consumer Top 25.

Concurrently, Millennials leaned more toward such NBA players as Kevin Garnett, Steve Nash, Kobe Bryant and Derrick Rose as being more recognizable and influential as marketing endorsers.