Marketing Study Ranks Tennessee Titans as 10th Most Loyal Fan Base
Aug 8, 2013; Nashville, TN, USA; Tennessee Titans fans watch their team play against the Washington Redskins during the first half at LP Field. Mandatory Credit: Don McPeak-USA TODAY Sports
Check out this marketing study from two students at the Emroy Sports Marketing Analytics program in Atlanta, Georgia. They’ve conducted a marketing study that’s supposed to evaluate which NFL teams have the most loyal and supportive fan bases.
The Tennessee Titans came in at No. 10. They were the sixth highest among AFC teams and second highest among AFC South representatives. ESMA explains how they got their rankings.
In our series of fan base analyses across leagues, we adjust for these complicating factors using a revenue premium model of fan equity. The key idea is that we look at team box office revenues relative to team on-field success, market population, stadium capacity, median income and other factors. The first step in our procedure involves the creation of a statistical model that predicts box office revenue as a function of the aforementioned variables. We then compare actual revenues to the revenues predicted by the model. Teams with relatively stronger fan support will have revenues that exceed the predicted values, and teams that under perform have relatively less supportive fan bases. We provide more details on the method here and here.
Check out the entire 32-team list here. Some of the most noteworthy rankings: Dallas Cowboys (1st), Indianapolis Colts (6th), Baltimore Ravens (8th), Pittsburgh Steelers (9th), Washington Redskins (13th), Green Bay Packers (14th), Houston Texans (16th), San Francisco 49ers (26th), Jacksonville Jaguars (27th), Atlanta Falcons (31st) and Oakland Raiders (32nd—last).
It’s interesting to see how these students theorized the low rankings of the Tampa Bay Buccaneers (29th) and Atlanta Falcons (31st). They claimed that they probably suffer because they’re in SEC territory. An interesting excuse when one considers that the New Orleans Saints (4th) and Titans both cracked the top ten. Both teams are in SEC territory.
What do our readers think about this study? Agree, disagree, just like/dislike the final result? Or does all that political mumbo jumbo make your head hurt? Let us know in the comments, Facebook or Twitter.