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Tracking social media in tennis

Tennis player rankings on social media

Ranked by total interactions, Jan. 1-Aug. 15, 2016

Athlete Total followers New followers Total posts Total interactions Avg. interactions per post
Serena Williams 15,492,169 2,857,890 690 48,010,263 69,580
Novak Djokovic 16,452,159 3,506,316 265 43,645,596 164,700
Sania Mirza 17,563,412 3,485,361 903 29,884,482 33,094
Maria Sharapova 21,371,068 3,023,319 533 25,082,972 47,059
Eugenie Bouchard 3,194,987 675,713 550 21,090,588 38,346
Rafael Nadal 27,412,866 2,947,863 355 19,215,661 54,128
Roger Federer 22,972,531 2,649,798 120 15,344,980 127,874
Andy Murray 8,313,794 886,006 243 12,896,477 53,071
Ana Ivanovic 5,281,135 779,006 471 9,446,505 20,056
Caroline Wozniacki 3,528,722 526,893 576 7,815,001 13,567

Source: Hookit

Sponsor exposure on social media

Hookit aggregates content and social engagement (interactions) from Facebook, Twitter and Instagram and assigns a real-time value to that exposure. Below are how official sponsors of some of this season’s major tennis events have fared. For example, BNP Paribas earned $1.8 million in earned media value via its 2016 French Open partnership and $1.6 million from its presence at Indian Wells.

Tournament Sponsor Promoted posts Interactions Avg. post value Media value
Australian Open
Rolex 758 138,207 $166 $125,785
IBM 810 72,919 $135 $109,366
French Open
BNP Paribas 5,136 110,000 $352 $1,807,872
Longines 3,217 605,100 $297 $941,723
FedEx 2,060 365,500 $320 $654,348
Emirates 1,899 313,200 $311 $573,611
IBM 1,660 136,700 $107 $177,039
Wimbledon
Rolex 472 5,700,000 $1,534 $723,800
IBM 1,248 79,800 $155 $160,200
BNP Paribas Open
BNP Paribas 7,331 1,354,054 $219 $1,604,106
Rolex 79 29,944 $298 $23,553
Audi 48 8,910 $230 $11,022

Note: Hookit combines social media interactions with a content promotion quality score using hashtags, mentions and image analysis, which takes into account logo size, clarity, quality and positioning in each image. The media value is driven by digital advertising / social media marketplace cost per engagement industry standards and uses algorithms to weight the value of each interaction.
Source: Hookit

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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