The Phillie Phanatic is the top mascot in sports, according to a market research group whose findings were reported yesterday on Forbes.com.

The Phanatic - which edged out the modern era's pioneer figurehead, the San Diego Chicken, for No. 1 on The Marketing Arm's Davie-Brown Index - "became an instant smash when it debuted for the Phillies in 1978."

Tom Burgoyne, who has known the Phanatic inside and out since 1994, squealed with delight at the news. Then he asked: "This isn't the same Forbes list that Oprah and Bill Gates are on?"

Told it was not, Burgoyne replied: "If it was, I'd be hitting the Phanatic up for a loan." He called it "a real honor. This is not only good for the Phanatic, but for the fans and Phillies organization. When you come to a game, it's not just about what's going on between the white lines." Other local mascots, including the Eagles' Swoop, the 76ers' Hip-Hop and the Phantoms' Phlex, could not be reached for comment.

The Davie-Brown Index is used by marketers to determine a celebrity's ability to influence brand identity with the public. The Phanatic is a major-league moneymaker for the Phillies, generating about $500,000 in merchandise sales alone in Citizens Bank Park last year, said Scott Brandreth, the team's merchandising manager. That represented 7 percent to 9 percent of in-park sales. The Phanatic last year also did 500 personal appearances.

Dave Raymond first gave life to the Phanatic 30 years ago. The Forbes story notes that early on, Dodgers manager Tom Lasorda got into a scuffle with the furry green creature, and broadcaster Joe Garagiola said that "baseball is being invaded by the Muppets."

"But it was a marketing ploy, and the time had come," Forbes said.

Forbes notes that the top mascots have appeal to youngsters. "Hook 'em while they're young. It's a common corporate strategy: Appeal to young groups and secure a slew of customers for life."

C. Woodrow "Woody" Browne, a licensing and marketing specialist and president of Building Q in Medford, said he could not place a dollar value on the Phanatic. "Is it worth a [Ryan] Howard? No. The real value is that it puts people in the seats."

Contact Michael Klein at 215-854-5514 or mklein@phillynews.com.