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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