NFL Digital State of Play
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, published February 2022, shows that the NFL and its member franchises have a combined audience of 300m and were predicted to generate in excess of $336m in digital value across Facebook, Instagram, TikTok and Twitter during 2021/22.
The report also showed 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.
Super Bowl LVI winners, The Los Angeles Rams also edged the Cincinnati Bengals in the digital matchup between the two finalists.