It looks like Infographic Friday came a day early this week, thanks to some great insights that were release earlier today. Adobe’s Digital Index team conducted some in-depth analysis on the social buzz surrounding the start of the professional and college football seasons. Here are a few of the key takeaways from their work:
- Strength of the NFL: There are approximately 50% more social mentions of “NFL” compared to MLB and NBA in the two months leading up to the start of the most current season.
- Johnny Social? Johnny Manziel might not start for the Browns this season, but he already leads the league in social buzz generated by players, almost double the amount of the number two player who is just a little more established, Tom Brady.
- Bad Behavior, Big Buzz: A whopping 55% of total NFL social buzz prior to the pre-season related to sadness, anger, disgust or surprise, driven primarily by the “unbecoming” behavior by a few players. However, once the first pre-season game started, the sentiment completely flipped to 69% positive.
- Big-Time College Football: While the top three mentioned football teams were NFL clubs, the LSU Tigers, USC Trojans and Texas Longhorns had more social mentions than 25 other NFL teams.
- Heated Rivalries: Social trash talk might be more intense than what happens on the field. More than half of the social buzz that mentions both the San Francisco 49ers and the Seattle Seahawks relates to anger, sadness or disgust.
I reached out to Joe Martin, Senior Analyst for Adobe Digital Index, to ask a couple of follow-up questions:
What was the most surprising insight from this analysis?
“In the United States, football is king, but I was surprised at how much more buzz soccer gets internationally. For example, Real Madrid, the world’s highest valued team, had 14x more social buzz over the last 30 days than the New York Giants, the highest mentioned NFL team. However, 20% of the buzz about the NFL is coming from outside the U.S. It will be interesting to see what that grows to after the three games are played at Wembley Stadium in London this year.”
Based on this research, what advice would you give to social sports marketers?
“We found through this analysis and the analysis of the World Cup really how much buzz is happening around these sports. Marketers need to understand that sporting events are naturally social and provide a good opportunity to get brand awareness through sponsoring a team or through more guerrilla tactics of latching onto a largely engaged and targeted audience.”
Check out the infographic below for a great recap of their analysis, and click here to visit the full report from Adobe Digital Index on CMO.com.