NFL Buzz Shows Stoppage Recovery

October 11, 2011

This article is included in these additional categories:

Analytics, Automated & MarTech | Brand Metrics | Data-driven | Media & Entertainment | PR | Sports

compete-football-oct-2011.JPGFears of fans turning away from the NFL as a result of the work stoppage that occurred from March through August of this year were overblown, according to Compete analysis of August 2011 visits to the online football category. Compete recorded 16.6 million unique US visitors in the football category during August 2011, a 22% year-over-year rise.

More impressively, this figure nearly doubled the visitors recorded in July 2011, representing a 94.6% increase.

NFL.com, Fantasy Sites Get Big M-O-M Lift

NFL.com, with 9.8 million unique visitors, saw a month-over-month rise of 114.4% and a year-over-year lift of 19%. Fantasy footballers were also obviously eager to resume their interest in the game. Unique visitors to sites such as fantasy.cbssports.com were up 222% for August compared to July, while visitors to fantasy.nfl.com were up 310%.

Bud Light Receives NFL Boost

Bud Light, a marquee sponsor for the NFL, saw traffic to BudLight.com soar 377.6% month-over-month and 585.8% year-over-year.

Current Stoppage Cuts into NBA Buzz

Meanwhile, online buzz associated with the NBA, which just canceled the first two weeks of its regular 2011-12 season as a result of a continuing work stoppage which started July 1, is undergoing the opposite effect. For example, while NBA.com traffic typically decreases after the season ends, in August 2011 the site recorded a two-year low of 1.8 million unique visitors.

Nielsen: Playing in Midwest, on Teams with Buzz Aids QB Marketability

Playing for an NFL team that is based in the Midwest and/or generating a lot of its own internet buzz are two major indicators of a quarterback’s marketability, according to September 2011 findings from The Nielsen Company. Nielsen’s 2011 national N-score ratings of quarterbacks (which measure their marketability on a national scale) show that many of the quarterbacks in the top 10 play for a team with one or both of these characteristics. For example, number one quarterback Peyton Manning plays for the Midwest-based Indianapolis Colts, while half of the top 10 quarterbacks by N-score were on the top 10 teams with the most buzz .

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