How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)

How The AFL Won The Social Media Grand Final (But The NRL Scored With Macklemore)

As AFL’s Richmond Tigers and NRL’s Melbourne Storm bask in the glory of their Premiership victories, another war was waging across social media.

Sports social content platform 20FOUR today revealed the winner in the battle of the footy codes, declaring the AFL victorious over the NRL in audience engagement during this year’s grand final.

Screen Shot 2017-10-23 at 5.20.31 pm

Just over 3.5 million people tuned in to watch the Tigers’ historic win over the Adelaide Crows compared to nearly 3.39 million who saw the Storm’s triumph over the North Queensland Cowboys. While the AFL’s grand final game broadcast drew a higher average audience, the NRL’s pre-match entertainment Macklemore pulled in 1.37 million viewers – 40.4 per cent of overall average television audience. The AFL’s act The Killers attracted 1.04 million – 29.7 per cent of the average.

Macklemore was more than a one-hit wonder, continuing to provide ongoing buzz for the NRL. Videos of Macklemore’s performance on the NRL’s Facebook page accounted for a huge 71.7 per cent of its total video views. Furthermore, total Facebook engagement was 415 per cent higher for the NRL (872,478) against the AFL (210,163). In contrast, if audience engagement around musical acts are eliminated, then the AFL comes out on top (201,258) over the NRL (168,686).

The AFL adopted an ‘always on’ approach to social media during the grand final weekend, producing five posts during the match compared to the NRL which did not make any updates during the showdown. Reflecting across the whole weekend, the AFL created 188 per cent more original social media content – 32 posts – as opposed to the NRL’s 14 posts. The AFL dominated visual content and published 14 videos, making up 44 per cent of its social media output. The NRL posted four videos.

When adding to the mix the AFL’s higher Google trends ranking (100) compared to the NRL (78), it is clear that the AFL were the true winners of the 2017 grand final, which notably was achieved with a 48 per cent smaller Facebook audience than the NRL.




Please login with linkedin to comment

20FOUR AFL NRL

Latest News

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere
  • Campaigns

Man of Many Partners With NBC Universal For Red Carpet ‘Argylle’ Premiere

Man of Many in partnership with NBC Universal, stages an atmosphere of elegance for Sydney premiere of ‘Argylle’ film. Independent lifestyle publication digital publication, Man of Many, has shown its innovative approach to event management in the premiere of ‘Argylle’ at Hoyts Cinema in Sydney’s entertainment quatre. Over 400 guests were included in the films […]

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE
  • Advertising

Kargo Powers Cross-Channel Performance For APAC Advertisers With CORE

Kargo, a leading provider of full-funnel advertising solutions across mobile, desktop, and TV screens, is excited to announce the launch of CORE (Create Once, Run Everywhere) in APAC. CORE is built on creative science and empowers advertisers to easily use their creative assets across screens for seamless campaign performance at scale. A combination of creativity […]

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship
  • Media

Gravity Media & Supercars Media Drive 400 Hours Of All-Screens Coverage Of This Year’s Repco Supercars Championship

Supercars Media and Gravity Media, a world-leading global provider of complex live creative production and media services, today confirmed the broadcast and technology partnership to deliver coverage of this year’s Repco Supercars Championship across Australia and multiple international territories. This year, Gravity Media Australia and Supercars Media will travel more than 40,000 kilometres to deliver […]

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team
  • Marketing

Slew Of New Promotions & Hires As Thrive Announces Melbourne Leadership Team

Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image:  (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]