Advertising and PR firms have been working to measure intangibles like commitment and passion in order to foster brand affinity. Could the US National Football League be far behind?
Jared Diamond has the story in the Wall Street Journal:
The secret to making the Super Bowl? Play plodding, boring football and stay away from nail-biting, fourth-quarter comebacks.
At least, the trick seemed to work for Green Bay and Pittsburgh. The two teams will meet next week in Super Bowl XLV —while possibly lulling fans to sleep in the process.
According to research by the statistics company Thuuz, the Steelers were the 29th-most exciting team in the NFL this season, while the Packers finished 12th. The two teams won 22 total games, while the three most exciting squads—Houston, Washington and Dallas—combined for 18 wins.
Thuuz created a metric that ranks sporting events for excitement by analyzing factors such as pace, parity and novelty. By plugging the data into an algorithm, Thuuz assigned each game an excitement rating out of 100. Tightly-contested games receive high marks, but the system also takes strange and rare occurrences into account, such as a flea-flicker or a fake punt.
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