BLOG | by Lance Fraenkel

Brady to Bucs leaves a big space for Patriots to fill – in fanbase as well as on the field

As NFL fans say goodbye to the end of a Patriots era, we wanted to look at what effect Tom Brady’s move south has had on public perceptions of the two teams.

The good news for the Bucs is that Brady’s free agency deal has made a lot more people talk about them. The team’s Word of Mouth score has gone through the roof compared to how it looked a couple of weeks ago.

What’s more, Brady’s move also looks to have increased the number of NFL fans across the country who will now follow the fortunes of the Bucs. Over the past two weeks, the proportion of fans who have told us they follow (or support) the team has increased hugely too (see chart below).

But the Bucs’ gain is the Patriots’ loss. The proportion of those NFL fans who told us they follow the Patriots has almost halved over the same period – meaning that Brady’s departure has left more than just a big hole in the quarterback berth for the team.

We’ll keep tracking these figures daily to see if the fans begin to drift back to the Patriots as the summer goes on. Losing one of the game’s all-time greats was always going to hurt and now the onus is on the team to stop Brady’s great legacy from dwindling.

BLOG | by Lance Fraenkel

Vice President, US
Head of Data Products

Lance joined YouGov Sport (SMG Insight) in 2017 as Vice President for North America. Having previously worked for YouGov, Lance has over ten years’ experience in the market research products industry, beginning as an analyst within the consumer division and advancing to the role of Head of Client Management for North America. Lance has successfully developed talent and led large cross-functional teams, consulting with a broad range of clients including Google, NBC, VISA, Bank of America, Omnicom Media Group and Twitter. Lance is a graduate of New York’s Cornell University.