The FIFA Women’s World Cup is underway, and it’s capturing the attention of fans across the country. When the U.S. Women’s national team defeated Columbia on Monday, it was the third most-watched telecast ever on FOX Sports 1. We don’t find that surprising (we’ll tell you why in a moment), but Andy Benoit, a writer with Sports Illustrated, wasn’t among the viewers. His tweet last week saying women’s sports weren’t worth watching was deleted promptly, and an apology quickly issued. On Wednesday night, though, Amy Poehler and Seth Meyers reunited to address the comment and discuss women’s sports in an update of their popular Saturday Night Live segment, REALLY? (See video below.) Seth points out (around the 3:40 mark) that 4.7 million people watched the US defeat Columbia, even though

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by Ed Keller The Seattle Seahawk’s vaunted “12th man” and the crowd noise they generate make their home field the loudest of any stadium in the NFL.  That sound is beginning to reverberate across the nation, as the Seahawks moved up 11 places in terms of their NFL Word of Mouth ranking among the 32 teams. Nevertheless, the Denver Broncos have had a clear word of mouth lead over the Seahawks, nationwide, over the course of this football season. These are the season-to-date statistics about word of mouth for the NFL, according to the Keller Fay Group, a word of mouth marketing research company that provides ongoing word of mouth tracking including both offline conversations as well as online chatter. Denver jumped into the ranks of top 5 most talked NFL

With the NBA playoffs just getting started, it’s an opportune time to see how word of mouth for the league is faring this year versus last, and which NBA teams are the most dominant when it comes to word of mouth. Among NBA fans, word of mouth levels are up considerably this year versus a year ago.  Starting with an off-season spike in conversation when LeBron James announced “the decision,” the NBA began its season with higher levels of word of mouth and has sustained that advantage for most of the NBA season.  By late March, more than 10% of NBA fans were talking about the sport on a typical day, up more than 40% from a year ago.  This is according to Keller Fay’s TalkTrack®, a continuous study of

The most active and passionate talkers about sports are men. That’s not necessarily a surprising statistic.  What is surprising is how active, passionate, and influential the most talkable men are about sports. Keller Fay keeps a close eye on the activity of people who disproportionately drive brand-related word of mouth (WOM) conversations.  These talkative Americans are called Conversation Catalysts™ by Keller Fay because, when compared to the total public, they spark more WOM conversations, have larger social circles, and possess more credibility when making recommendations. When it comes to the sports product category, Conversation Catalysts™ (Sports Catalysts™) have significant sway in impacting the conversations and actions of others.  The following Keller Fay chart details the sway Sports Catalysts™ have. When compared both to the Total Public and to men, word of

Sports Word of Mouth

Monday, 24 January 2011 by

The NCAA recently crowned its national champion in football.  NFL playoffs are in full swing.  The NBA and NHL are in mid-season.  MLB teams will be reporting to spring training soon.  And, the NCAA’s March Madness basketball tournament is just around the corner.  We’re in the throes of sports, sports, and more sports.  Because we are in the throes of sports, Americans are talking about sports. A Harris Interactive poll from 2010 finds 35% of Americans say professional football (NFL) is their favorite sport.  Baseball (MLB) is the second most favorite sport with 16% of the vote.  College Football is next on the list at 12% and Auto Racing is fourth with 9% of Americans saying these sports are their favorite. Keller Fay’s ongoing TalkTrack® study measures the quantity and

Today at the ARF’s Re:think 2010 conference, ESPN Research+Analytics revealed plans for ESPN XP, a research initiative unprecedented in its scope, to study consumer behavior around major sporting events beginning with the 2010 FIFA World Cup South Africa.  Using one of the largest collections of research companies ever assembled plus a top-tier business school, ESPN XP will attempt to measure media usage and advertiser effects for the World Cup across all media platforms – TV, radio, Internet, mobile and print. “We have learned a lot about cross-media behavior since we began work in this field in 2002,” said Artie Bulgrin, Senior Vice President, Research and Analytics.  “ESPN XP represents a major step forward in our commitment to further advance our knowledge about multi-media use, and the total and incremental impact

By now, we all know that the 2010 Super Bowl was the most watched television show in history.  Also, many are also aware of the grass roots fan campaign that has sprung up on Facebook helping to secure an upcoming appearance on Saturday Night Live for the 88-year old Betty White, motivated by her Snickers commercial (with Abe Vigoda).But it wasn’t just Betty White or the Snickers commercial that got people buzzing after the Super Bowl.  In fact, Super Bowl advertisers as a group enjoyed quite a big “lift” in consumer word of mouth about their brands following this year’s game, according to Keller Fay research. How big is big?  In the week following the game there were 137 million more conversations about advertised brands than those same brands enjoyed

The New York Times Most of the big winners from the Vancouver Olympics are easy to point out:  Lindsey Vonn, Bode Miller, Shani Davis, Evan Lysacek, Leonardo DiCaprio. O.K., maybe Leo is not quite as obvious, but in terms of who benefited the most from NBC’s coverage of the Games, the actor’s name definitely belongs in there, because he set a personal record. His film, “Shutter Island” posted the best opening-week box office gross of his career, with a $41 million take.  (Yes, that includes “Titanic,” which started somewhat modestly with a $27 million first weekend.  Mr. DiCaprio’s best opening until now was “Catch Me If You Can,” at $30 million.) That big weekend showing for “Shutter Island” was also a standout performance for another famed movie name: the director

What a month it’s been for televised sports spectaculars.  First, the Super Bowl broke the record for the largest television audience ever.  And now, the Winter Olympics are proving to be a ratings bonanza as well, helping to knock American  Idol off its ratings perch for the first time since 2004. Beyond the game itself, the Super Bowl brings with it an annual flurry of water cooler discussion and professional reviews of the advertising winners and losers.  Which ads were funny, which were not; which generated online (and offline) chatter; which were the most viewed (and viewed again) on YouTube. While there is not the same “sport” associated with dissecting and debating the quality and creative appeal of Olympics advertising, the opportunity for marketers to reach a large audience and

NY Sports Journalism Not only are people watching the Winter Olympics on NBC and its affiliate networks, they also are talking about the brands they are seeing on TV via commercials, signage and athlete sponsorship deals.  And even better for brands, two-thirds of consumers are talking about brands in a positive way. After the first five days of the Games in Vancouver, an average of 3 million more people are talking about each advertiser, compared to a benchmark set during the six weeks prior to the start of the Olympics on Feb. 12.  The numbers come from a study conducted by Keller Fay Group for NBC Universal, based on 4,211 online interviews with consumers 18-54 years of age.  Keller Fay said that included a wave of 1,277 interviews conducted between

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