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Sunday, April 14, 2024

Taylor Swift, Travis Kelce, and the NFL—Who Gained the Recognition Contest?


Each Taylor Swift launch is a marvel of selling and PR. Whether or not an indie-folk album surprise-released within the depths of COVID. A brief movie a few forgotten scarf. Or a tour that’s posted huge numbers—projected $1 billion in ticket gross sales—with out dropping the tiny, Swiftian touches that make her stadium reveals really feel intimate. See: the friendship bracelet business sparked by a single line in certainly one of her songs. Jewellery gross sales spiked 40% on the craft retailer Michaels, as an example, because of followers creating their very own for Swift’s Eras Tour.  

All the things Swift creates is fastidiously designed to be shareable, to promote out, to construct hype, to succeed in peak recognition. However by some means, the Kansas Metropolis Chiefs recreation hullabaloo on September 24 appeared to rocket even Swift to new heights of recognition—no less than by way of Google Traits.  

(Should you by some means missed it, Chiefs tight finish Travis Kelce invited Taylor Swift to observe his workforce play the Chicago Bears. Swift wore Chiefs purple and cheered subsequent to Kelce’s mother. All of this, in fact, sparked rumors of a doable romance.) 

So, what’s occurring? We, the standard information nerds at Domo, don’t faux to know what’s taking place within the sparkly lives of celebrities. However we will no less than discover what’s taking place within the information—and the shock we discovered.  

Swift surprisingly reached “peak recognition” the week of September 24, 2023, after attending her first Chiefs recreation. 

First, let’s have a look at Taylor Swift’s recognition on her personal. We’ll measure recognition utilizing curiosity over time in Google search patterns. The numbers characterize search curiosity relative to the best level on the chart for a given area and time.  

Our information begins 5 years in the past. Search curiosity for the time period “Taylor Swift” has tended to peak round her albums and excursions. See the spike across the week of August 23, 2019, the day she launched Lover. There’s one other in July of 2020, when Swift surprise-dropped Folklore. On November 12, 2021, she re-released her 2012 album Purple, together with a brief movie and her first SNL look in years. We are able to see curiosity peak there, too. 

Till the Chiefs recreation, Swift’s highest spike in search curiosity, our proxy for recognition, was the week of November 13, 2022, when Ticketmaster botched the U.S. ticket sale of her Eras Tour.  

That drama felt inescapable—till the Chiefs recreation usurped it. Swift reached peak recognition, a rating of 100, when followers noticed her cheering in Kelce’s field. Swift had her highest curiosity week ever (in our time interval), with curiosity a little bit greater than double even when the Eras Tour was sizzling. 

Enter Travis Kelce—a well-known soccer participant made much more well-known. 

Travis Kelce wasn’t unknown earlier than September 24. He was a third-round choose within the 2013 NFL Draft and has spent 11 years with the Kansas Metropolis Chiefs. Nonetheless, his search curiosity in comparison with Swift makes him look that approach. His search curiosity rating not often rose above 1 via the top of 2022. For comparability, Swift’s rating in the identical timeframe was constantly over 5, even when she’s not actively selling her music and model.   

Kelce’s first surge occurred across the Tremendous Bowl in February of 2023, when the Chiefs bested the Philadelphia Eagles. A minor media narrative on the time was Kelce enjoying his brother Jason Kelce, an Eagles heart.  

Kelce then went again into relative obscurity—no less than, “Travis Kelce” wasn’t getting many Google hits. Till the summer season of 2023. As he began publicly sharing his curiosity in Swift, his search curiosity rating rises via September and crescendos on September 24, when Kelce reaches peak recognition—5 occasions the quantity of curiosity he received even when he performed within the Tremendous Bowl.  

Now, let’s have a look at Taylor and Travis mixed. 

In our timeframe, Kelce’s curiosity rating has spiked above hers precisely as soon as: the Tremendous Bowl. In any other case, Swift guidelines.  

There’s nonetheless one entity that Swift has but to outperform—the NFL. 

Once we embrace the NFL in our index, no less than for search phrases, the league continues to be approach larger than both Swift or Kelce. However hey—we expect she’s solely getting began.  




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