Share of the week's TAV by day
Game day accounted for $4.7M+ in TAV: 54.6% of the nine days. Friday through Sunday accounted for 86.6%. Friday the 25th was the week's second most valuable day (21.2%): it was when the teams arrived in Rio. Of the comments analyzed, 67.1% were positive.
Instagram persona: the Brazilian soccer fan
On Instagram, the persona is 85.7% of the account's active audience (17,000+ people). 75.3% are in Brazil, 70% are millennials and 79.6% are men. Flamengo is the team with the most affinity (23.5%), ahead of any NFL franchise. Among people who never commented on the account's five Flamengo-related posts, Flamengo drops to 16.9% and stays first, ahead of Corinthians (8.9%).
770+ comments on Tyler Loop's "Siuuu"
Tyler Loop celebrated the game winning 56 yard field goal with "Siuuu," Cristiano Ronaldo's signature celebration. 770+ comments in the period mention "Siuuu" or CR7 or Cristiano. 680+ of them came on Sunday, concentrated in nine posts from the end of the game. The comments show the active audience recognizing a soccer ritual inside an NFL game.
In the full report
Six figures from the PDF. Three are open; the other three come with the full study.
Method
- Period
- September 21 to 29, 2026
- Channels
- @nflbrasil posts on Instagram and TikTok, including collaborations on partner accounts
- Active audience
- 54,000+ people · 450+ posts · 82,000+ comments analyzed · $8.6M+ in TAV
- Scope
- Source: Felton Audiences. TAV in US dollars. CTS is weighted by each post's comments. Team affinities are detected on the profiles of the people who interact. Comments quoted in Portuguese have been translated.
- Extraction
- Data extracted on September 30, 2026 [16:44] WEST (UTC+1).
Disclaimer. Data was captured by our system on the date and at the times indicated. Profiles, posts, comments and other indicators reflect the information available and accessible at that moment or the sizing of the defined sample, for analysis purposes. They may not correspond to all activity in the period. Removed content, deleted comments, deleted or private accounts and platform API limits are not taken into account. Extractions carried out at different times may produce different values.
Questions
What do TAV, CTS and active audience mean in this study?
The active audience is the people who interacted with @nflbrasil posts (glossary). TAV (True Audience Value) is the value of the audience reached (glossary). CTS measures the quality of the conversation in the comments (glossary).
Which channels and period does the study cover?
@nflbrasil posts on Instagram and TikTok, including collaborations on partner accounts, from September 21 to 29, 2026. Data extracted on September 30, 2026 [16:44] WEST (UTC+1).
Does Felton run this study for other brands?
Yes. Felton Audiences runs this reading of the active audience for brands and organizations with large audiences on social networks. .
