SBJ/February 27-March 4, 2012/Research and Ratings

Packers, Steelers, Cowboys, Patriots lead in social media space

The Green Bay Packers, Pittsburgh Steelers, Dallas Cowboys and New England Patriots are the NFL’s most popular teams online and in the social media space, according to an examination of teams’ website traffic and the number of Facebook likes and Twitter followers gained from August through December.

According to data from comScore, the Packers averaged nearly 1.25 million unique visitors per month during the measured period, tops among all clubs. The Cowboys ranked second with 1.17 million, followed by the Steelers with 1.11 million. Those were the only teams to average more than 1 million unique visitors per month during the five-month period.

But driving traffic to a team’s website is not the sole focus for clubs in today’s online landscape. The Atlanta Falcons, for example, made a significant social media push this past season. The Falcons ranked near the bottom of the league heading into the season in terms of Facebook likes and finished with just under 648,000. That ranked the club fourth in Facebook likes gained during the regular season.

The Cowboys led all clubs going into the training-camp period with about 3.25 million Facebook likes and remained at the top at the end of the regular season, reaching 4.16 million. The Steelers ranked second with 3.77 million likes, but they grew by more than 1 million during the course of the season, the only club to do so.

While not cracking the top five in team site traffic or Facebook likes, the New York Jets topped all teams in Twitter followers during the regular season. The club finished the season with just over 286,000 followers, ahead of just over 257,000 for the Cowboys.

To view the season-end numbers for each NFL club, visit www.sportsbusinessdaily.com.

Austin Karp is assistant managing editor for sister publication SportsBusiness Daily.

NFL TEAM WEBSITES: AVG. UNIQUE VISITORS FROM AUGUST-DECEMBER
TEAM SITE AVG.
UNIQUES
(000s)
    TEAM SITE AVG.
UNIQUES
(000s)
Green Bay Packers 1,249     Denver Broncos 718
Dallas Cowboys 1,169     Oakland Raiders 673
Pittsburgh Steelers 1,111     San Francisco 49ers 670
New England Patriots 948     New York Giants 652
Philadelphia Eagles 768     Chicago Bears 639

NFL TEAM FACEBOOK LIKES, TWITTER FOLLOWERS DURING 2011 SEASON (RANKED BY INCREASE)
FACEBOOK JAN. 5 AUG. 2 GAIN
Pittsburgh Steelers 3,773,171 2,713,229 +1,059,942
Dallas Cowboys 4,159,733 3,248,420 +911,313
Green Bay Packers 2,491,703 1,820,070 +671,633
Atlanta Falcons 647,650 178,401 +469,249
New England Patriots 2,778,703 2,358,784 +419,919
Indianapolis Colts 1,523,718 1,157,635 +366,083
Chicago Bears 2,165,560 1,814,526 +351,034
Philadelphia Eagles 1,538,367 1,187,795 +350,572
New Orleans Saints 2,315,114 1,987,876 +327,238
Oakland Raiders 1,349,254 1,024,016 +325,238

TWITTER JAN. 5 AUG. 2 GAIN
Dallas Cowboys 257,380 96,462 +160,918
Pittsburgh Steelers 252,221 109,995 +142,226
New York Jets 286,400 162,079 +124,321
New York Giants 152,281 29,203 +123,078
Green Bay Packers 210,429 87,580 +122,849
New England Patriots 230,839 111,660 +119,179
Philadelphia Eagles 153,881 60,128 +93,753
New Orleans Saints 150,030 64,040 +85,990
San Francisco 49ers 134,056 61,783 +72,273
Oakland Raiders 137,040 66,393 +70,647
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