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Insights From NFL Week 17: Everyone Loves a Good Win (or Loss)

The final week of the NFL regular season is always bittersweet. Twelve teams keep their Super Bowl hopes alive, while the other 20 teams’ dreams are dashed until next year.  Careers are made on one hand, and the grim reality of job insecurity sit in the other (something I know all too well!).

The day after the final games has even been given the ominous title of Black Monday! However, the flurry of Black Monday clearly has its appeal, as indicated by the largest amount of Twitter activity of the season so far (see below at the Campaign Comparison of the last 4 weekends of NFL Twitter buzz).

NFL Campaign Comparisons

New Audiences and Demographics

It’s remarkable to see the huge jump in Unique Authors and Audience Reached.  What amazing stats to present to advertisers who would salivate over such an attentive audience!

The below 7% increase in male authorship over the 4 weeks must be a combination of proud chest-pounding and brotherly empathy (and football exhaustion among female counterparts).

NFL Demographics

Love for the Wins and the Losses

Two types of trending posts with extremely high ZPointsTM scores further illustrate the contrast in audience reactions and attitudes at the close of Week 17. We’ve designated these two types as “the Boast” and “The Whomp Whomp”:

The Boast:



The Whomp Whomp:


Feeding the Celebration

Two teams exchanged virtual high fives as they celebrated their victories over the weekend. After the Buffalo Bills beat out the New York Jets, thereby sealing the Pittsburgh Steelers’ spot in the playoffs, the Steelers took to Twitter to express their thanks.



And throughout a series of playful back and forths, sandwich connoisseurs, Primanti Bros., capitalized on the high spirits.


As always, Zoomph’s Social Analytics uncover trends that transcend traditional headlines and also reveal things about our culture in the context of the conversation we’re tracking (NFL teams). Yes, we love to boast about say a successful rocket ship launch, but we’re also fascinated when it crashes (whomp whomp). Successful marketing on Social Media requires attention to both, and the tools to leverage them the right way.

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