NFL ENGAGEMENT

SPORT EVENTS

• The National Football League (NFL) generates significant conversations

• However, understanding the level of emotions is more important than the sheer volume of chatter

• While people make the majority of their decisions based on emotions, sport fans are particularly passionate and emotionally engaged

EMOTIONS DRIVE ENGAGEMENT AND TURNOUT

SPORT EVENTS

• Measure the emotional strength of the conversation and predict people’s next actions

• Target your advertisements to enhance the emotional engagement and shape your fans’ future behaviour

•  Drive increased attendance, viewership and merchandising sales

OBSERVATION

HOW EMOTIONAL ARE NFL FANS?

• It is unsurprising to see that fans of Super Bowl Champion New England Patriots talk a lot about their team (641K Awareness), are emotionally engaged (28 Involvement) and also motivated to watch them play (17 Motivation).

• It’s also not surprising that fans for a perennial losing team like the Tampa Bay Buccaneers are emotionally unengaged (-55 Involvement).

EMOTIONAL INTENSITY

NFL TEAMS Awareness Involvement Motivation

New England Patriots 641K 28 17

Los Angeles Rams 277K 3 12

Indianapolis Colts 322K 54 -4

Dallas Cowboys 302K -20 12

Tampa Bay Buccaneers 83K -55 18

✴ Date range 18th Sept 2018 to 18th Sept 2019 ✴ Involvement and Motivation score range from -100 to 100

INDIANAPOLIS COLTS

Quarterback Andrew Luck unexpectedly decides to retire in August 2019.

The conversation immediately turns highly emotional (with a significant increase in Involvement), but is accompanied with a drop in Motivation.

This could bode ill for future game viewership.

IMPACT OF SPECIFIC EVENTS

✴ Date range 4th Aug 2019 to 24th Sept 2019 ✴ Involvement and Motivation score range from -100 to 100