BLOG | by Victor Gras

NFL’s brand enjoys its strongest start to the season for years

Following a challenging start to the season last year, this year the NFL’s brand health is in its best start-of-season condition since at least 2014 among the general population.

Using our Index score, which is a composite of brand health metrics – Impression, Value, Quality, Reputation, Satisfaction and Recommend – the league is recording scores which put it on a rough par with the NBA and NHL for the month of September.

In fact, the league’s September Buzz score (a measure which calculates the net amount of positive or negative chatter a brand is enjoying) is the highest it has been for at least five years (see below). For the first time since then, the NFL is racking up Buzz scores in September that are higher than the NHL’s.

Those Buzz scores are also transferring to higher Impression for the league, too. After a negative start last season, the NFL has reversed its fortunes, again recording its best start to a season since 2015.

With the NBA experiencing its own struggles at the start of this season, we’ll keep an eye on whether some of its scores are overhauled by the NFL. Get in touch if you’d like to see the data – or talk about more analysis.

BLOG | by Victor Gras

VICTOR GRAS
Head of Client Services

Joining SMG Insight in March 2018, Victor brings seven years of global sports sponsorship expertise. In his last role, he led Nielsen’s Market Intelligence activity across all US verticals, working with brands, rights holders and agency clients. He also worked previously with the New York Road Runners, where he helped TCS launch the title partnership of the NYC Marathon, as well as with the ASO, optimizing sponsorship strategies for the Tour de France and the Paris Marathon.

E victor.gras@smg-insight.com