Tuesday, April 21, 2015

NFL Market Research

NFL Market Research


Transcript

  • 1. Marketing Analysis The affects of Team Performance on Monetary Value Alexandra Daher Karen Hernandez Christopher Mowbray
  • 2. Table of Contents
    • Background
    • Objectives of Study
    • Methodology
    • Hypothesis Questions/Analysis
    • Conclusions
    • Hypothesis Testing
    • Outside Factors
  • 3. Background
    • Largest American Football League in the World.
    • Formed in 1920
    • 11 Teams
    • Ohio Akron Pros
    • Canton Bulldogs
    • Cleveland Tigers Just to name a few…
    • Dayton Triangles
    • Today the League consist of 32 Teams
    • 2 conferences (AFC, NFC)
    • 4 Subdivisions of 4 teams (NORTH, SOUTH, EAST, WEST)
    • 17 week schedule, 16 games
    • Teams play all 3 other teams in their division twice
    • 6 teams with the best record from each conference play in
    • the single elimination playoffs to ultimately play in the Super
    • Bowl.
  • 4. Objectives of Study
    • Overall Objective
    • Gain a better understanding of all the factors influencing team performance and monetary value during the NFL, AFC 2004 season.
    • Objective 1
    • Identify correlations between performance and monetary values.
    • In regards to; 2004 revenue, franchise value, made playoffs, 2004 record, points per game, penalty yards, total yards, yards per game, passing yards, team id, total first downs, time of possession.
    • Objective 2
    • Identify the differences between the AFC and NFC.
    • Objective 3
    • Identify what factors influence franchise revenue for the redskins.
  • 5. Objective 1 (In Detail): Correlation between Performance and Monetary Value
    • Ho: There is no relationship between performance and monetary value.
    • Ha: There is a relationship between performance and monetary value.
  • 6. Objective 1
    • There corresponding correlation values were .766, -.465, and .375 respectively
  • 7. Objective 1
    • The next test we ran was to make sure that teams making the playoffs generated higher revenue.
    • Average revenue of 169.15 million for teams making playoffs
    • Average revenue was 162.25 million for teams not making the playoffs
    • Sig. value of .417 which is not significant.
  • 8. Objective 1
    • Ho: There is no relationship between performance and monetary value.
    • Ha: There is a relationship between performance and monetary value.
    • Based on the results of both tests we can accept our null hypothesis.
    • There is no relationship between performance and monetary value.
  • 9.   Objective 2(In Detail): Identify the differences between AFC and NFC
    • We wanted to get a better understanding and idea about how similar and different the conferences were.
    • Differences in revenue.
    • Ho: NFC generates the same amount of revenue as the AFC does.
    • Ha: NFC generates more revenue than the AFC.
  • 10. Objective 2
    • AFC had an average 2004 revenue of 164.44 million dollars
    • the NFC had an average 2004 revenue of 168.69 million dollars.
    • reject our null hypothesis and accept the alternative
    • The NFC had more revenue than the AFC.
  • 11. Objective 2
    • Ho: The NFC has a better 2004 average record than the AFC.
    • Ha: The NFC does not have a higher 2004 average record than the AFC.
    • AFC had a higher average record in 2004 of .547
    • NFC had a 2004 average record of .453
  • 12. Objective 2
    • Ho: The NFC generates a higher average yards per game than the AFC does.
    • Ha: The NFC does not have higher average yards per game than the AFC does .
    • The average for the NFC was 226.7 yards per game
    • The AFC had 223.84 yards per game.
    • Accept the null hypothesis!
    • the NFC has a higher average yards per game than the AFC.
  • 13. Objective 2
    • Ho: The NFC generates more points per game than the AFC does on average.
    • Ha: The NFC does not generate more points per game than the AFC does on average.
    • Results show that the NFC generates fewer points per game on average than the AFC does
    • Reject the null accept the alternative.
  • 14. Objective 3 (In detail): Factors that influence the Redskins
    • Redskins had a significantly higher franchise value and revenue for the 2004 year compared to any other team.
    • We created a Z-score.
    • After examining all the teams only one team was considered an outlier, that team was the Redskins with a Z-score of 3.26.
  • 15. Conclusion
    • Why were Relationships Insignificant?
    • 2004 Revenue is most likely a direct outcome from 2003 values
    • Most revenue comes from outside factors
    • Ticket Sales, Concession Sales, Parking, Stadium Size, Advertisement and Promotion
    • Star Player
    • Tom Brady (Ticket sales boosted)
    • Stadium Size
    • A stadium that holds 91,000 will most likely generate more revenue than a stadium that holds 36,000.
    • Location
    • Locations next to another football team ( Competition)
    • Denver Broncos vs. New York Jets
    • City vs. Rural area MORE FANS, MORE MONEY
    • Previous year performance ( Making playoffs matters for PR)
    • Conference makes a big deal
    • Stadium and Weather have an affect on rushing yards, passing yards.
  • 16. Conclusion
    • Hall of Famer Coach
    • Joe Gibbs
    • Stadium Size
    • 92,000 Largest football stadium in the NFL.
    • Location
    • Washington DC, (High Population)
    • History
    • One of the oldest football teams in the NFL
    • 1932, called “Boston Football Braves”
    • Played in Boston at Fenway Park
    • Moved to DC for better attendance
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