What is the Online Activity Profile of Sports Teams? [CHART]

by Paul Teshima on Monday, February 4, 2013 in Email marketing

With Superbowl XLVII quickly approaching, it seemed like the perfect time to review some sports team specific benchmarks.  We took a deep look at the online activity for a number of sports teams in both the NHL and NBA, across the last three years, and then averaged the monthly stats for page views, emails, and form conversion rates.

Not so surprising is that the activity is clearly highest during the peak of the regular season with all teams in the thick of the playoff hunt. Equally as obvious  is that this activity slows down during the off season,  in the summer.  What sparked our interest was that sports teams see a spike of conversion prior to playoffs and close to end of year, which makes sense as sports marketers are trying to capitalize on short term revenue opportunities with their fan base.

Since Eloqua just signed a few NFL teams, we expect to add them to the benchmark analysis just in time for the next Superbowl. Are you a Ravens fan or are you cheering for the 49ers? Who will be crowned the next champion?

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