Search Demand & Popularity: NFL Franchises' popularity on Google Search

Looking at NFL Franchises and Their Search Demand: What 5 Years of Google Trends Data Reveals

Combining my interest in search data, data analysis, and the NFL isn't exactly a stretch. There's an entire industry of people who do the data-and-football thing — some give it away, some make a living from it. Bringing search demand into the mix is trickier, mostly because a lot of people think SEO is irrelevant or that SEOs are ruining the internet. Maybe some of us are. That's not what this is.

What this is: five years of Google Trends data on every NFL franchise, what it shows about each team's search momentum, and what that might tell us about where fan interest is actually headed.

Jump straight to your favorite team

Where Did the Data Come From?

All of this came from Google Trends, which reports relative search demand for keywords, topics, and entities. Because the data is relative to itself, I normalized it against one team — and because I'm a homer, I chose the Kansas City Chiefs. Their peak popularity is indexed at 100. As you'll see quickly, they're not the most popular team in the NFL by any of my metrics.

Looking at It from the NFL Level

The first thing the data shows: NFL franchise search demand has grown — a lot. 272.65% across the league over five years.

The second thing: after four straight years of growth, search demand dipped in 2024. Whether that's dynasty fatigue, a slower-starting season, or something else entirely is hard to pin down.

I'm a search strategist by trade and an NFL fan for fun, so I kept the football commentary light and let the numbers lead.

Here's what you actually came for:

Some of these rankings will surprise exactly no one — the Chargers pump in artificial crowd noise for a reason. Others caught me off guard, probably because I'm in a small market and assume larger markets automatically produce larger fan bases. The Jaguars and Rams sitting near the bottom, though, tracks completely.

Highlights

The five-year delta between February 2020 and now tells a sharp story for some franchises.

| Top 10 Gainers | Change | Rank | | :----: | :---: | :---: | | Washington Commanders | 1830.28% | 1 | | Kansas City Chiefs | 639.88% | 2 | | Buffalo Bills | 608.21% | 3 | | Tampa Bay Buccaneers | 569.17% | 4 | | Detroit Lions | 542.36% | 5 | | New York Jets | 520.56% | 6 | | Cincinnati Bengals | 478.33% | 7 | | Baltimore Ravens | 470.66% | 8 | | Philadelphia Eagles | 410.00% | 9 | | Houston Texans | 402.92% | 10 |

None of these should surprise anyone who follows the league. Even the Jets, the worst-performing team in this top 10, posted significant demand growth — likely Aaron Rodgers' actual playing time in 2024 moving the needle.

The Commanders dominate the list entirely. Their initial search demand was so low that I had to adjust the methodology. Good for them.

Conclusion

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The NFL is close to peak search popularity by this measure, but the 2024 season showed real softness. Whether that's attributable to a slow-scoring start, the Cowboys becoming genuinely unremarkable, or general saturation is difficult to say with certainty.

What the data does say: search demand dropped from 2023 to 2024, and how the league responds — on the field, in the media cycle, and in how fans discover and follow teams — will determine whether that's a blip or a trend.

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Team-by-Team Breakdowns

Arizona Cardinals: Struggling to Maintain Momentum

Average Demand: 4.94 (23rd in NFL) Peak Demand: 29.71 (21st in NFL) 2024 Record: 9-8 (Missed Playoffs) Demand Rank by Season:

• 2020: 18
• 2021: 19
• 2022: 22
• 2023: 27
• 2024: 25

The Cardinals have consistently ranked low in average search demand, with peak demand falling below the league average. Despite a slight improvement in demand rank from 2023 to 2024, their overall fan engagement remains low and inconsistent.

Atlanta Falcons: Gradual Growth but Still Middling

Average Demand: 5.90 (16th in NFL) Peak Demand: 35.77 (17th in NFL) 2024 Record: 8-9 (Missed Playoffs) Demand Rank by Season:

• 2020: 18
• 2021: 18
• 2022: 23
• 2023: 17
• 2024: 16

The Falcons have shown gradual growth in average search demand, climbing from 2.25 in 2019 to 9.53 in 2024. Their demand rank has seen slight improvement, but overall fan engagement remains in the middle of the pack — reflecting inconsistent performance and no deep playoff runs to rally around.

Baltimore Ravens: Steady and Stable

Average Demand: 6.55 (14th in NFL) Peak Demand: 37.22 (16th in NFL) 2024 Record: 10-7 (Lost in Divisional Round) Demand Rank by Season:

• 2020: 18
• 2021: 17
• 2022: 20
• 2023: 12
• 2024: 13

The Ravens have maintained a steady level of fan engagement, with average demand and demand rank consistently sitting in the middle of the pack. Peak demand isn't among the highest, but their consistent performance and exciting brand of football keep their fan base stable.

Buffalo Bills: Riding High on Success

Average Demand: 19.28 (2nd in NFL) Peak Demand: 240.00 (1st in NFL) 2024 Record: 13-4 (Lost in AFC Championship) Demand Rank by Season:

• 2020: 7
• 2021: 3
• 2022: 2
• 2023: 4
• 2024: 4

The Bills have seen a significant surge in fan engagement, driven by their recent success and Josh Allen's captivating play. Average demand climbed from 4.5 in 2019 to 31.87 in 2024, and demand rank has consistently improved. Their league-leading peak demand cements their position as the top team in raw fan search interest.

Carolina Panthers: Consistent but Unexciting

Average Demand: 5.56 (18th in NFL) Peak Demand: 25.00 (22nd in NFL) 2024 Record: 5-12 (Missed Playoffs) Demand Rank by Season:

• 2020: 13
• 2021: 23
• 2022: 19
• 2023: 19
• 2024: 17

The Panthers have a consistent fan base, with average demand hovering between 3 and 7 since 2019. Their demand rank has fluctuated, and peak demand remains low. A loyal following exists — but the on-field product hasn't generated meaningful growth in fan interest.

Chicago Bears: Loyal but Lacking Spark

Average Demand: 15.63 (4th in NFL) Peak Demand: 53.00 (12th in NFL) 2024 Record: 6-11 (Missed Playoffs) Demand Rank by Season:

• 2020: 2
• 2021: 4
• 2022: 7
• 2023: 6
• 2024: 6

The Bears have a loyal fan base, evident in their consistently high average demand. But peak demand is lower relative to their average ranking, and their demand rank has drifted between 2nd and 7th. A dedicated following without the excitement ceiling of the league's top contenders.

Cincinnati Bengals: Fading After Super Bowl Run

Average Demand: 5.07 (21st in NFL) Peak Demand: 57.00 (10th in NFL) 2024 Record: 7-10 (Missed Playoffs) Demand Rank by Season:

• 2020: 25
• 2021: 26
• 2022: 14
• 2023: 21
• 2024: 22

The Bengals saw a surge in fan engagement after their 2021 Super Bowl run, but average demand and demand rank have declined since. They can generate real excitement — but sustaining it over a full season has been the challenge, on the field and in search data alike.

Cleveland Browns: Losing Ground

Average Demand: 11.67 (8th in NFL) Peak Demand: 59.00 (9th in NFL) 2024 Record: 3-14 (Missed Playoffs) Demand Rank by Season:

• 2020: 4
• 2021: 5
• 2022: 12
• 2023: 9
• 2024: 14

The Browns had a promising start to this five-year window and have been declining since. Average demand and demand rank have both fallen steadily — a combination of on-field struggles and off-field decisions that have eroded fan interest.

Dallas Cowboys: Still on Top but Losing Momentum

Average Demand: 38.66 (1st in NFL) Peak Demand: 140.25 (2nd in NFL) 2024 Record: 7-10 (Missed Playoffs) Demand Rank by Season:

• 2020: 1
• 2021: 1
• 2022: 1
• 2023: 1
• 2024: 1

The Cowboys hold the highest average search demand across all five seasons — and it's not close. Peak demand remains strong, though lower than the Bills achieved. The 2024 season marked their first significant dip in engagement, correlating directly with their worst record since 2020.

Denver Broncos: Stable but Stagnant

Average Demand: 10.36 (11th in NFL) Peak Demand: 40.94 (14th in NFL) 2024 Record: 10-7 (Lost in Wild Card Round) Demand Rank by Season:

• 2020: 6
• 2021: 11
• 2022: 9
• 2023: 11
• 2024: 11

The Broncos have a stable fan base, but average demand and demand rank have remained flat for years. A dedicated following without the momentum to push them into the top tier of fan engagement.

Detroit Lions: Roaring Back to Relevance

{#lions}

Average Demand: 16.54 (3rd in NFL) Peak Demand: 121.44 (3rd in NFL) 2024 Record: 15-2 (Lost in Divisional Round) Demand Rank by Season:

• 2020: 3
• 2021: 10
• 2022: 8
• 2023: 2
• 2024: 2

The Lions have seen a remarkable resurgence in fan engagement, driven by their recent on-field success and the emergence of young stars. Average demand has skyrocketed, and demand rank has improved to 2nd in both 2023 and 2024. One of the clearest stories in this entire dataset.

Green Bay Packers: Steady as She Goes

Average Demand: 15.50 (5th in NFL) Peak Demand: 76.30 (5th in NFL) 2024 Record: 10-7 (Lost in Wild Card Round) Demand Rank by Season:

• 2020: 7
• 2021: 2
• 2022: 4
• 2023: 7
• 2024: 7

The Packers maintain a consistent, dedicated fan base — stable average demand and a demand rank that rarely moves far from 7th. Strong traditions and a loyal fanbase keep their search demand floor high regardless of season outcomes.

Houston Texans: Showing Signs of Life

Average Demand: 5.32 (19th in NFL) Peak Demand: 30.00 (20th in NFL) 2024 Record: 10-7 (Lost in Divisional Round) Demand Rank by Season:

• 2020: 21
• 2021: 22
• 2022: 28
• 2023: 15
• 2024: 15

After a rebuilding period, the Texans are showing real