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)
SHARE
THIS



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

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
  • Technology

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks

An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]

by B&T Magazine

B&T Magazine
Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000
  • Marketing
  • Media

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000

The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]

by B&T Magazine

B&T Magazine
UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years
  • Media

UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years

The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]

Mobile Pnone Shopping Online With A Debit Card
  • Marketing
  • Technology

Ultra Commerce Acquires Vesta eCommerce

Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]