Affinity Rankings

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Social Media Affinity Rankings by League

In the analyses below, we explore differences in indexed affinity between competing brands.

Indexed affinity in this specific case is the relationship in affinity between a certain team’s followers for a specific brand compared to the baseline audience (general Twitter population sample). For example, a 10.2 indexed affinity for Southwest for the Tennessee Titans means Titans fans are 10.2x more likely to follow the airline than the general population.