The Most Influential NHL Teams On Twitter

Apr 15, 2015 | Audience Intelligence

NHL playoffs kick off tonight as 16 teams fight for the Stanley Cup. We took a look at the social presence of all 30 teams to determine their influence on Twitter.

We ranked all 30 teams by our “Twitter Pull” metric which measure the second degree connections of a team’s followers. Powerhouse teams Chicago Blackhawks and Boston Bruins come in as #1 and #2, respectively, and the Original 6 teams all fall in the top 10.

We also analyzed all of the followers of NHL teams to discover who the fans of the NHL are and what brands, influencers, and TV shows they like.

Sixty six percent of followers of NHL teams are men, 32% of the followers are between the ages of 18–34. The number one city for NHL fans is Chicago, followed by Toronto, Vancouver, NYC, and Montreal.

Aside from the NHL (their favorite brand), this audience likes the NFL, ESPN, MLB, and The Onion. Their favorite influencers are Jimmy Fallon, Conan O’Brien, and Daniel Tosh and they are 89x more likely to like Don Cherry compared to the Twitter average.

This audience has the greatest affinity to NBC shows and their overall favorite shows include Late Night with Jimmy Fallon, Conan, SportsCenter, Tosh.O, How I Met Your Mother, and The Colbert Report.

We also measured this audience’s affinity for some of NHL’s Corporate Marketing Partners. They are:

  • 4.42x more likely to like Gatorade compared to the Twitter average
  • 3.26x more likely to like Coors Light compared to the Twitter average
  • 2.56x more likely to like TicketMaster compared to the Twitter average
  • 2.11x more likely to like Reebok compared to the Twitter average



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