Photo by Project 290 on Unsplash
This 2021-22 NFL Season, we have been tracking and analyzing the digital media performance of league and team brand partners. But there’s more to it than just numbers. We are excited to share with you the “how” behind our analysis of social media content.
What Are We Tracking?
Throughout the 2021-22 NFL Season, we have been tracking in the Zoomph social measurement platform owned content from the league, 32 teams, and more across Twitter, Instagram, and Facebook. Below is a breakdown of what we are tracking on each platform.
Twitter: The NFL, all 32 teams, any team stadium accounts, and any other verified official league accounts, i.e. @NFLDraft, @NFLEspanol, @NFLonFOX, etc.
Instagram: The NFL, all 32 teams, any team stadium accounts, and any other verified official league accounts, i.e. @NFLDraft, @NFLonFox, @NFLNetwork, etc.
Facebook: The NFL, all 32 teams, any team stadium accounts, and any other verified official league accounts, i.e. NFL on CBS, NFL Network, NFL Fantasy, etc.
What is Sponsored Content?
Sponsored content is a term that can cast a wide net when it comes to social media content. So how does Zoomph define “sponsored content”? According to Zoomph, sponsored content is any social media post that either contains a paid partnership label, similar to the post below from the NFL, or contains a digital overlay of a league or team brand partner to signify that post is a paid activation by the brand.
How Many Brands Are We Measuring?
Across every platform, we are measuring the performance of any league and team digital partner, creating AI-processed workflows that tag a post as sponsored content when the terms of the workflow are met.
So far this season, we have analyzed over 600 brands on Twitter, over 300 on Instagram, and over 500 on Facebook.
In the graphics below, you will see the top 10 performing brands on social media during the regular season from their league and team partnerships across the NFL. The values have been benchmarked against the league average of the top 50 brand partners per platform, showing how impressive these brands performed this season.