This marked the first time in NFL history that a category leader doubled the total of his nearest competitor.

First-tier companies are category leaders like Amazon.com; Priceline.com, the shopping service; and eBay, the auction house.

"They're all brands with solid franchises, albeit not category leaders yet," Mr. Bifulco said.

Sales at Gap Inc., the category leader, continued to register a disappointing performance, rising just 1 percent.

Its brand portfolio includes more than 100 leading U.S. brands and numerous category leaders around the world.

(Viagra, the category leader, from Pfizer, is not scheduled to buy a commercial.)

Below is a chart of the top performances this season by that measure, through Friday's games, with category leaders in bold.

When investors spot a category leader, there is no limit to what they will pay to own the stock.

Many marketing strategists say category leaders ought to rise above the fray and ignore pesky competitors.

Most of these category leaders, like Drixoral, were formerly prescription medications that are now available over the counter.