Looking at NFL Franchises and their relative popularity on Google Search
Combining my love of SEO, Data Analysis, and the NFL isn’t exactly tricky. There are tons of ways to combine the second two in particular - there’s an industry of people who do this and give away the content, not to mention the businesses that make it their living. But bringing in the SEO element is tricky for a few reasons - part of which is that a lot of people think SEO is dumb and SEOs are ruining the internet. Maybe some of us are, but that’s neither here nor there.
What’s here is my analysis of how search demand for every team in the NFL has grown over the last 5 years and what that might mean for each team.
Jump straight to your favorite team
Where did the data come from?
This was all taken from Google Trends, a tool that reports on relative search demand for keywords, topics, and more. Because the data is all relative to itself, I had to use an approach to normalize it against one team - and because I'm a homer at the end of the day, I chose the Kansas City Chiefs. As a result, their peak popularity is 100 - although you'll quickly see that they're not the most popular team in the NFL by any of my metrics.
Looking at it from the NFL Level
When you start looking at the data, the first observation is that NFL Franchises have grown in popularity A LOT. To the tune of 272.65% across the league.
Another interesting point is that NFL Franchises saw a slight dip in demand in 2024 after 4 solid years of growth - maybe the Dynasty really isn't good for the league…or maybe it was just too much of a good thing and it turned sour.
Finally, I'm an SEO professionally but an NFL fan for fun, so I tried to keep it light on the football and focus on the facts.
Anyway, here's what you really came for:
I wonder if people will be surprised by these rankings? Some of them make too much sense - the Chargers have to practice silent count for their home games after all. Others really surprised me, but that's probably because I'm in a small market and expect all the larger market teams to be popular. The Jaguars and the Rams, though, are as hapless as they come.
Highlights
The last 5 years have been pretty meteoric for some franchises. When you look at the difference between February 2020, at the very end of the 2019 season, and where these teams are now, the difference is night and day.
| 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 those should be much of a surprise if you follow the NFL regularly. Even the Jets, which stand out as the worst-performing of these top 10 demand gainers, have significant demand growth during this time - likely due to Aaron Rodgers actually playing this year.
The Washington Commanders absolutely dominate, however, in that area - in part because I had to fudge the numbers because their initial search demand was so low. Good for them and their fans.
Conclusion
The NFL is almost as popular as it ever has been, according to this data from Google Trends, but the 2024 Season showed some weakness. Pointing out any one thing might be difficult - could it be that scoring started slowly in the beginning of the season and, as a result, things just didn’t get to quite as much of a fever pitch by the end of the season? Did it just come down to the Cowboys being pretty mid and thus their numbers dropped off, lowering the averages dramatically?
I don’t know, but search demand did drop from 2023 to 2024, and it will be very interesting to see how things continue to go from here.
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 their peak demand also 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 also seen slight improvement. However, their overall fan engagement remains in the middle of the pack, reflecting their inconsistent performance and lack of deep playoff runs.
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 and stable level of fan engagement, with their average demand and demand rank consistently staying in the middle of the pack. While their peak demand is not among the highest, their consistent performance and exciting playing style contribute to their stable fan base.
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, fueled by their recent success and Josh Allen's captivating play. Their average demand has climbed from 4.5 in 2019 to 31.87 in 2024, and their demand rank has consistently improved. Their league-leading peak demand further solidifies their position as a top team for fan engagement.
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 their average demand hovering around 3 to 7 since 2019. However, their demand rank has fluctuated, and their peak demand remains low. This suggests that while they have a loyal following, their performance hasn't generated significant excitement or 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. However, their peak demand is lower, and their demand rank has fluctuated between 2nd and 7th place. This indicates that while they have a dedicated following, they haven't consistently generated the same level of excitement as some 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 their average demand and demand rank have since declined. This suggests that while they can generate excitement, sustaining peak interest has been a challenge, much like they’ve been able to do exceptionally well in individual games but struggle over the course of an entire season.
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 have seen a gradual decline in fan engagement after a promising start. Their average demand and demand rank have both fallen in recent years, suggesting that their recent performance, and perhaps other decisions, have negatively impacted 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 maintain the highest average search demand across all 5 seasons and it isn’t even close. Peak demand remains high, though lower than what the Bills achieved with their score. The 2024 season marked their first significant dip in engagement, correlating 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 their average demand and demand rank have remained relatively stagnant. This suggests that while they have a dedicated following, they haven't generated significant excitement or growth in fan interest.
Detroit Lions: Roaring Back to Relevance
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, fueled by their recent on-field success and the emergence of young stars. Their average demand has skyrocketed, and their demand rank has consistently improved, reaching 2nd in both 2023 and 2024.
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 and dedicated fan base, evident in their stable average demand and demand rank. Their strong traditions and loyal fanbase contribute to their enduring popularity.
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
The Texans, after a period of rebuilding, are showing signs of increased fan engagement. Their average demand has grown steadily, and their demand rank has stabilized around 15th. This suggests a gradual increase in fan interest as the team shows promise - and repeat playoff appearances.
Indianapolis Colts: Stuck in the Basement
- Average Demand: 2.15 (30th in NFL)
- Peak Demand: 7.00 (31st in NFL)
- 2024 Record: 8-9 (Missed Playoffs)
-
Demand Rank by Season:
-
2020: 25
- 2021: 29
- 2022: 30
- 2023: 30
- 2024: 31
The Colts continue to struggle with low fan engagement, evident in their consistently low average demand and demand rank. Their struggles to find a consistent quarterback and their lack of recent playoff success have likely contributed to this.
Jacksonville Jaguars: Fading Fast
Average Demand: 3.26 (29th in NFL)
Peak Demand: 38.00 (15th in NFL)
2024 Record: 4-13 (Missed Playoffs)
Demand Rank by Season:
- 2020: 25
- 2021: 28
- 2022: 26
- 2023: 25
- 2024: 29
The Jaguars, after showing initial promise, have seen a significant decline in fan engagement. Their average demand and demand rank have both plummeted, suggesting that their recent struggles have negatively impacted fan interest.
Kansas City Chiefs: Still a Fan Favorite
Average Demand: 15.15 (6th in NFL)
Peak Demand: 100.00 (4th in NFL)
2024 Record: 15-2 (Lost in Super Bowl)
Demand Rank by Season:
- 2020: 7
- 2021: 6
- 2022: 3
- 2023: 3
- 2024: 3
The Chiefs maintain a high level of fan engagement, driven by Patrick Mahomes' star power and the team's consistent success. Their average demand and demand rank remain strong, solidifying their position as a top contender for fan interest. Even with a dip in overall search demand, Kansas City was able to maintain a top 3 ranking in 2024.The Chiefs maintain a high level of fan engagement, driven by Patrick Mahomes' star power and the team's consistent success. Its impossible to talk about the Chief’s popularity without also mentioning Taylor Swift, too - the Kelce/Swift relationship has surely impacted the overally popularity of the Chiefs. Their average demand and demand rank remain strong, solidifying their position as a top contender for fan interest. Even with a dip in overall search demand, Kansas City was able to maintain a top 3 ranking in 2024.
Las Vegas Raiders: Struggling to Find Their Footing
Average Demand: 5.20 (20th in NFL)
Peak Demand: 19.00 (29th in NFL)
2024 Record: 4-13 (Missed Playoffs)
Demand Rank by Season:
- 2020: 13
- 2021: 21
- 2022: 25
- 2023: 22
- 2024: 26
The Raiders have struggled to establish consistent fan engagement since their move to Las Vegas. Their average demand and demand rank have fluctuated, and their peak demand remains low. This suggests challenges in building a strong and dedicated fan base.
Los Angeles Chargers: Still Seeking a Spark
Average Demand: 0.90 (32nd in NFL)
Peak Demand: 4.00 (32nd in NFL)
2024 Record: 11-6 (Lost in Wild Card Round)
Demand Rank by Season:
- 2020: 31
- 2021: 31
- 2022: 32
- 2023: 32
- 2024: 32
The Chargers continue to face significant challenges in generating fan interest. Their average demand and peak demand are consistently the lowest in the league, and their demand rank has remained at the bottom. This indicates a significant struggle to capture the attention of fans in the competitive Los Angeles market.
Los Angeles Rams: Post-Super Bowl Slump
Average Demand: 1.81 (31st in NFL)
Peak Demand: 15.00 (30th in NFL)
2024 Record: 10-7 (Lost in Divisional Round)
Demand Rank by Season:
- 2020: 25
- 2021: 30
- 2022: 31
- 2023: 31
- 2024: 30
The Rams have experienced a significant decline in fan engagement since their Super Bowl LVI victory. Their average demand and demand rank have both fallen, suggesting that their recent struggles and the departure of key players have negatively impacted fan interest.
Miami Dolphins: Riding the Wave but Consistency is Key
Average Demand: 14.10 (7th in NFL)
Peak Demand: 76.00 (6th in NFL)
2024 Record: 8-9 (Missed Playoffs)
Demand Rank by Season:
- 2020: 4
- 2021: 8
- 2022: 5
- 2023: 5
- 2024: 9
The Dolphins have seen a resurgence in fan engagement, thanks to their young and exciting offense. However, their demand rank has fluctuated, suggesting that maintaining consistent fan interest remains a key challenge. On-field performance obviously matters to the Dolphins’ search demand success as they say a notable decline in 2024.
Minnesota Vikings: On the Upswing
Average Demand: 8.44 (12th in NFL)
Peak Demand: 33.00 (18th in NFL)
2024 Record: 14-3 (Lost in Wild Card Round)
Demand Rank by Season:
- 2020: 11
- 2021: 16
- 2022: 11
- 2023: 14
- 2024: 12
The Vikings have experienced ups and downs in fan engagement, but their overall trend is positive. Their demand rank has generally improved, reaching 12th in 2024. This suggests a potential for growth in fan interest if the team can find stability and translate their regular season success into playoff victories.
New England Patriots: A Post-Dynasty Decline
Average Demand: 6.11 (15th in NFL)
Peak Demand: 25.00 (22nd in NFL)
2024 Record: 4-13 (Missed Playoffs)
Demand Rank by Season:
- 2020: 11
- 2021: 14
- 2022: 21
- 2023: 20
- 2024: 21
The Patriots have experienced a significant decline in fan engagement since the end of the Tom Brady era. Their average demand and demand rank have both fallen, reflecting the team's struggles to find a new identity and maintain their winning ways.
New Orleans Saints: Searching for Stability
Average Demand: 4.82 (24th in NFL)
Peak Demand: 23.00 (27th in NFL)
2024 Record: 7-10 (Missed Playoffs)
Demand Rank by Season:
- 2020: 21
- 2021: 15
- 2022: 27
- 2023: 25
- 2024: 19
The Saints have faced inconsistency in fan engagement since Drew Brees' retirement. Their average demand and demand rank have fluctuated, reflecting the team's challenges in finding a new franchise quarterback and maintaining consistent performance.
New York Giants: A Long Road Ahead
Average Demand: 4.61 (26th in NFL)
Peak Demand: 24.00 (25th in NFL)
2024 Record: 3-14 (Missed Playoffs)
Demand Rank by Season:
- 2020: 13
- 2021: 24
- 2022: 17
- 2023: 24
- 2024: 24
The Giants continue to struggle with low fan engagement, evident in their consistently low average demand and demand rank. Their struggles to rebuild and their lack of (much) recent playoff success have hindered their ability to capture significant fan interest.
New York Jets: A Glimmer of Hope?
Average Demand: 3.27 (28th in NFL)
Peak Demand: 24.00 (25th in NFL)
2024 Record: 5-12 (Missed Playoffs)
Demand Rank by Season:
- 2020: 25
- 2021: 27
- 2022: 29
- 2023: 29
- 2024: 20
The Jets, despite their struggles, have shown a glimmer of hope in fan engagement. Their demand rank saw a significant jump from 29th in 2023 to 20th in 2024, coupled with a notable increase in average demand. This suggests a potential for increased fan interest if the team can build on this momentum…or perhaps in leaving Aaron Rodgers’ circus behind, fan interest may drop again.
Philadelphia Eagles: Soaring High
Average Demand: 11.13 (9th in NFL)
Peak Demand: 76.00 (6th in NFL)
2024 Record: 13-3 (Won Super Bowl)
Demand Rank by Season:
- 2020: 7
- 2021: 12
- 2022: 6
- 2023: 8
- 2024: 5
The Eagles have experienced a significant surge in fan engagement, fueled by their recent Super Bowl appearances, Super Bowl victory, and exciting playing style. Their average demand has steadily increased, and their demand rank has consistently improved.
Pittsburgh Steelers: Loyal and Steadfast
Average Demand: 10.45 (10th in NFL)
Peak Demand: 41.00 (13th in NFL)
2024 Record: 10-7 (Lost in Wild Card Round)
Demand Rank by Season:
- 2020: 13
- 2021: 7
- 2022: 13
- 2023: 10
- 2024: 10
The Steelers maintain a loyal and steadfast fan base, evident in their consistently high average demand and demand rank. Their strong traditions and history contribute to their enduring popularity alongside Mike Tomlin’s uncanny ability to always have a winning season.
San Francisco 49ers: Inconsistency Hurting Engagement
Average Demand: 4.65 (25th in NFL)
Peak Demand: 32.00 (19th in NFL)
2024 Record: 6-11 (Missed Playoffs)
Demand Rank by Season:
- 2020: 24
- 2021: 25
- 2022: 18
- 2023: 13
- 2024: 27
The 49ers have experienced inconsistency in fan engagement, with their average demand and demand rank fluctuating significantly. This suggests that their recent struggles and inability to maintain consistent success have negatively impacted fan interest.
Seattle Seahawks: Loyal but Underwhelmed
Average Demand: 5.63 (17th in NFL)
Peak Demand: 25.00 (22nd in NFL)
2024 Record: 8-9 (Missed Playoffs)
Demand Rank by Season:
- 2020: 17
- 2021: 13
- 2022: 16
- 2023: 18
- 2024: 23
The Seahawks have a loyal fan base, but their average demand and demand rank have remained relatively stagnant. This shows that while they have a dedicated following, their performance hasn't generated significant excitement or growth in fan interest.
Tampa Bay Buccaneers: Navigating the Post-Brady Era
Average Demand: 7.37 (13th in NFL)
Peak Demand: 55.00 (11th in NFL)
2024 Record: 10-7 (Lost in Wild Card Round)
Demand Rank by Season:
- 2020: 25
- 2021: 9
- 2022: 10
- 2023: 23
- 2024: 18
The Buccaneers are navigating the post-Tom Brady era with mixed results in fan engagement. Their average demand and demand rank have fluctuated, suggesting some inconsistency in maintaining fan interest. However, their recent improvement in demand rank suggests a potential for growth.
Tennessee Titans: Facing a Decline
Average Demand: 4.44 (27th in NFL)
Peak Demand: 22.00 (28th in NFL)
2024 Record: 3-14 (Missed Playoffs)
Demand Rank by Season:
- 2020: 21
- 2021: 20
- 2022: 24
- 2023: 28
- 2024: 28
The Titans have experienced a decline in fan engagement, with their average demand and demand rank consistently falling in the lower half of the league. Their struggles to adapt to the changing NFL landscape and their lack of recent playoff success have likely contributed to this.
Washington Commanders: A New Era of Excitement
Average Demand: 5.03 (22nd in NFL)
Peak Demand: 60.00 (8th in NFL)
2024 Record: 12-5 (Lost in NFC Championship)
Demand Rank by Season:
- 2020: 31 - change to “Football Team”
- 2021: 32
- 2022: 15 - change to “Commanders”
- 2023: 16
- 2024: 8
The Commanders have seen a dramatic increase in fan engagement, fueled by their recent success and the emergence of new stars. I’d wager at least part of it is moving away from Dan Snyder and into the Josh Harris era. This last year was the year of Jayden Daniels, though, as he threatens to be the next star quarterback in the league.
The Commanders’ average demand has risen significantly, and their demand rank has improved remarkably, reaching 8th in 2024. This suggests a new era of excitement and potential for continued growth in fan interest.
Definitions and Explanations
On using Search Demand Data as a Proxy for Popularity
There is a certain thing that most SEOs embrace eventually in that all of this data is basically hearsay anyway. Google, and Google Trends which is the source of this data, intentionally keep things difficult to analyze at an extremely exacting level. That’s nothing to say of the fanatical fans for each fan base who think that their team is more popular than it really is - I’m sorry, but this is just what the data is telling me.
And not only that, how well does Google Trends really capture the reality of searching for NFL franchises? Maybe the LA teams are at the bottom of the list because the new location branding just hasn’t stuck like it has for Las Vegas. That’s not really my area of expertise, though.
What do Those Datapoints Mean Anyway
Average Demand
- This reflects the overall search popularity and fan interest in the team. A higher average demand indicates stronger and more consistent interest.
Peak Demand
- This represents the highest point of search popularity during the season. It often correlates with major events, such as playoff games or significant wins.
2024 Record
- This provides the team's win-loss record for the 2024 season and whether or not they made the playoffs.
Demand Rank by Season
- This shows the team's ranking in terms of search demand for each season from 2020 to 2024, providing a trend of their popularity over time.