The NFL and its member franchises have a combined audience of 300m and are predicted to generate in excess of $336m in digital value across Facebook, Instagram, TikTok and Twitter during 2021/22, according to our new industry report.
NFL Digital State of Play 2021/22 analyses the digital activity of the league and all 32 member franchises from the period spanning March to December 2021, covering the off and regular seasons, with a prediction for post season based on performance in 2020/21.
The report shows that the Dallas Cowboys lead the way, both in terms of audience size and digital inventory value, but the most efficient franchise at generating value per fan was Super Bowl LV winners the Tampa Bay Buccaneers.
The Los Angeles Rams just edge the Cincinnati Bengals in the digital matchup between the two teams contesting this year’s Super Bowl.
The report also shows us that, although Facebook has the biggest density of NFL fans, Twitter was the most valuable for the league and its teams.
For more digital insights, please download the full report using the button below.
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