If college football is a popularity contest, then Jim Harbaugh is winning. Apparently national titles aren’t the most important factor in determining popularity, at least according to millennial males.

Harbaugh’s off-the-field antics carry a bit more weight.

That was what a survey done by The Q Scores Company, a New York-based company that measures the awareness and appeal of personalities, found to be the case.

The Associated Press reported that among male sports fans between ages 18-34, 75 percent are aware of Harbaugh. His “Q Score” was 25 percent, which means that one out of every four millennial males said he was a favorite of theirs.

Saban, on the other hand, was only known by 68 percent of millennial males and he had a Q Score of 21.

“Harbaugh is making a significantly stronger impact than Saban among younger males, and that seems to be his objective,” Henry Schafer, executive vice president of The Q Scores Company, said in a telephone interview Friday to the Associated Press. “And, Harbaugh is on the cusp of being an iconic figure among the general population in the same demographic.”

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Harbaugh has been on a warpath to rebuild the Michigan football brand since taking over in the beginning of 2015. From his revolutionary introduction of the Air Jordan brand to his satellite camp tour, the Wolverines coach obviously hasn’t followed in anyone’s footsteps.

There was also the over-the-top “Signing of the Stars” event held on National Signing Day, the spring break practices in Florida and his recent appearance in a rap video. Oh, and don’t forget his Twitter blasting of SEC coaches like Saban.

Harbaugh has coached less years at Michigan than Saban has national titles at Alabama, but his personality has apparently made the impression he was hoping for.

Will it continue to push Michigan’s brand forward on and off the field? Only time will tell. Whether or not he can ride Michigan’s momentum and get the program its first conference title in 12 years could play a big part in that.

For now, however, Harbaugh is as popular as anyone in the sport.