The Tables below showcase the Top 5 Countries, U.S States, & Cities that each respective teams' fanbase is located.
The chart below showcases both gender & age breakdowns across all three fanbases. On average, 15.7% of all three fanbases are below the age of 21.
According to S&P Global Mobility Vehicle Registration Data, this age segment is dominated by Toyota, with the top three cars in ownership for this segment being the Camry, RAV4, and Corolla.
Women account for a significantly larger percentage of the Cowboys' following with a greater than 2.25x share of total following compared to both the Raiders & the Lions. 67.2% of the Cowboys' female following are between the ages of 18-35.
Audience Quality Score is a metric calculated based on numerous factors such as: engagement rate, quality audience ratio, & engagement authenticity.
Influencers
Accounts with Greater than 5,000 Followers
Mass Followers
Accounts Following more than 1,500 Accounts
Suspicious Accounts
Bot or Accounts with Automations.
The Average Audience Quality Ratio for similar sized Sports Property Accounts is 71%. The Lions are on par with this average, and the Raiders and Cowboys are above this mark.
The Average AQS for NFL team accounts is 85, placing all three followings analyzed above this mark.
By partnering with properties whose accounts are below that 71% Audience Quality ratio, you then are spending more for impressions based on their total follower count, despite never seeing minimally 30% of those impressions due to bot or mass follower accounts.
The chart below showcases each teams' followings yearly household income. This was calculated through a third-party vendor utilizing publicly available income data & audience account location.
On average, over a third of all three fanbases have an annual income above $100K. The Raiders have the largest share of following above this threshold at 36.9%. Understanding that the majority of the fanbase is still located in California, how can Ford target this income segment?
Additionally, 39.7% of all three followings are making less than $50K annually, with the Cowboys holding the largest share below $50K at 45.4%. Coupling this with the youth demographic data covered earlier, this presents two distinct audience profiles Ford can target within these fanbases.
This chart showcases the demographic breakdown for all three NFL Franchises' Instagram following.
Hispanic followers on average account for 23.9% of the total following for the teams analyzed, equating out to over 1.8M followers across all three teams.
Hispanic followers ranked 2nd in total share of following among all three fanbases, with the Cowboys & Raiders Hispanic following both well above the NFL League average.
The tables below showcase both the top categories and brands which followers of all three respective franchises interact with the most.
Over 60% of the Raiders Fanbase has an interest in Extreme Sports & Outdoor Activity. Combined with 36.9% of the Raiders fanbase having an annual household income above $100K, this would be a great segment to advertise Ford's performance tech line and off-road vehicle line.
Numerous games and gaming brands are among the most followed accounts by Cowboys, Lions, & Raiders followers. How can Ford leverage this segment of fan interest, which is likely at its highest among the 35% of team followers ages 24 & below?
The tables to the right showcase the number
of followers for each NFL Fanbase who also
follower any of the 12 Car Manufacturers listed.
Using third-party data, we identified that over a third of the Detroit Lions following also follows GMC on Instagram. This may be due to various factors such as: Detroit Lions Players & Coaches being named Grand Marshall of the Chevy Grand Prix & Previous Social Activations (including sweepstakes) between the Lions & GMC.
%201.svg)
