BLOG | by Victor Gras
Which recent major league championship wins have created most buzz among Americans?
There are championship wins. And then there are big championship wins. The kind that stick in your memory for years. The stories with the biggest heroes, the tiniest of underdogs, the loudest of chokes.
Following this year’s Super Bowl – and the excitement created by the Chiefs’ win – we thought we’d look back through our US data to see which recent championship wins were the biggest. Who created most buzz and excitement among the public on their journey to silverware? Here’s what we found.
The chart above shows a selection of five recent winners across NFL, NBA and MLB. We’ve pulled Buzz data from the four weeks running up to their championship-winning game and one week past it (with zero representing the day of the game) among the general population. Buzz score shows how much positive (or negative) chatter a team creates among the public and for this, we’ve used a one-week rolling average.
As you can see, the data bears out our sense that this year’s Super Bowl win was a special one for the US public. The Chiefs easily come out on top, generating five percentage points more Buzz than any other team’s peak over this period.
The Red Sox 2018 World Series comes second. Their win followed a record-breaking regular season for the Sox, as well as an eye-catching 18-inning third game during the series.
Wins for the Nationals and the Raptors are both competitive when it comes to generating Buzz but the Patriots’ 2019 victory is the real outlier.
Buzz for this win dips into negative numbers in the run-up to the game – the only team to do that – before eventually cranking up into a strong positive peak in the week after the win. That’s an interesting recovery given that the game was such a disappointment (it was the lowest-scoring in Super Bowl history). And the dip? Maybe due to Patriots fatigue – this was their third straight appearance in the Super Bowl and it’s fair to say that not everyone loves them…
And the Chiefs? Well, not only did they win their first Super Bowl in half a century this year but they also did so while capturing the imagination of the US public. Not just a win, but a big win.
PHOTO | Super Bowl LIV – San Francisco 49ers v Kansas City Chiefs
MIAMI, FLORIDA – FEBRUARY 02: Patrick Mahomes #15 of the Kansas City Chiefs celebrates after defeating the San Francisco 49ers 31-20 in Super Bowl LIV at Hard Rock Stadium on February 02, 2020 in Miami, Florida. (Photo by Jamie Squire/Getty Images)
BLOG | by 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.