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BizReport : Social Marketing : April 07, 2015

Studies show baseball's favorites

Major League Baseball's regular season got on underway on Monday, and fans are already makes themselves heard. Two new surveys indicate which teams are leading in social sentiment and in fan loyalty.

by Kristina Knight

First, if sentiment means anything, social media is declaring the St. Louis Cardinals could win the major league crown in 2015. According to data out from Prime Visibility the Cards (National League) and LA Angels (American League) have the most confident fan base; each has been chose by their fans to be in the World Series this October.

Overall, the Cardinals, Washington Nationals, LA Dodgers, LA Angels and Boston Red Sox lead the fan confidence poll. By league, the Boston Red Sox, KC Royals and LA Angels lead in fans' hopes for the Series from the American League while the Washington Nationals, St. Louis Cardinals and LA Dodgers lead for the N.L.

"Everybody loves a winner, but it's important to note that win/loss ratios only govern about 20% of fan loyalty," said Robert Passikoff, president, Brand Keys. "Losing may have little to recommend it, but as it turns out ultimately there are more leveragable things than the final score. Three other emotionally-based things, in fact, have to be taken into account when calculating the loyalty score for a team:
Pure Entertainment - How well a team does. But even more important than a win-loss ratio, how exciting is their play? Think St. Louis Cardinals or the Pittsburgh Pirates (#13, up from #23 last year).
Authenticity - How well they play as a team –offensively or defensively. A new stadium and, often, new managers, can help lift this driver. Look at the Detroit Tigers.
Fan Bonding - Are players respected and admired? Like Buster Posy of the Giants or the Dodgers' Clayton Kershaw."

How well are teams converting on those? Data out from Brand Keys' Sports Fan Loyalty survey indicates the most loyal baseball fans love the St. Louis Cardinals, San Francisco Giants and the LA Dodgers.

Image via Shutterstock

Tags: Brand Keys, Major League Baseball, Prime Visibility, social marketing, social media

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