It's unclear which is the biggest shock - that the Melbourne Storm polled so well or that Sydney clubs fared so badly.
When it comes to likeability, the Storm are at the top of the NRL table and Sydney clubs take up five of the bottom six positions, according to research conducted by Gemba Group management consultants. The research ascribes a ''team asset power rank'' based on awareness of a club and its likeability.
A hit with the fans ... Ryan Hoffman's Melbourne Storm.Credit: Getty Images
The study, based on feedback from 1500 respondents, ranks the Storm ahead of Brisbane and North Queensland. Wests Tigers are the best of the NSW clubs. But the research, conducted in April, did more than simply compare rugby league clubs. The study also compares Australian sporting franchises ranging from netball teams through to cricket and the four football codes.
The Sydney Swans achieved the best results among the AFL clubs, ahead of traditional heavyweights Geelong, Collingwood and West Coast. This year's expansion team, Greater Western Sydney, did not make the top 50 of sporting brands in Australia.
The Waratahs led the way for Super Rugby franchises, while Melbourne Victory edged out Sydney FC and Brisbane Roar to score the best of the A-League franchises.
English Premier League clubs also rated highly, with Manchester City gaining ground on the traditional big four of Manchester United, Liverpool, Arsenal and Chelsea.
Netball and Big Bash League teams were generally well liked but, awareness of them was not as high as teams in other sports, probably because they have not been established for long.
While the AFL clubs dominate their rugby league counterparts, the surprise packet is the Storm, the top NRL team despite being located in AFL heartland. ''Melbourne is a one-team town [for the NRL], which tends to drive higher awareness,'' said Gemba Group's head of insights, Todd Deacon.
''Couple this with the fact that Melbourne Storm is a successful team with a number of the game's most popular players, and it's not surprising that the Storm have scored highly - for example, Billy Slater is one of the most adored athletes across Australia.''
The research from the Gemba Group, which lists the ARLC among its clients, shows the Storm are associated with a range of positive attributes, topping the ratings for categories including ''successful'', ''inspirational'', ''on the way up'', ''popular'' and ''exciting''. However, the franchise hasn't broken free of the salary cap scandal and was rated the most ''deceitful'' team in the league.
The performance of the Sydney teams also raised eyebrows. At a time when the AFL is making a multimillion-dollar push into league's heartland with the introduction of the Greater Western Sydney Giants, only four Sydney clubs made the top 10. The Tigers, Souths, Dragons and Eels filled those spots but, given all but the Rabbitohs flopped this season, their rating could plummet in the next study.
Even in April, there were ominous warning signs. The Eels, who finished with the wooden spoon, were on top of the ''losing momentum'' category with 19 per cent, and the Tigers and Dragons, who both missed out on finals berths despite possessing talented rosters, also earned high numbers.
Meanwhile, Canterbury, Manly, Cronulla, Penrith, the Roosters and Canberra took out the bottom six spots when it came to overall asset power. Not even the afterglow from winning last year's premiership could lift the Sea Eagles - unsurprisingly voted the most ''arrogant'' - higher than 12th spot.
''The concentration of teams in Sydney impacts each team's likeability,'' Deacon explained. ''While Sydney fans strongly support their own teams, their sense of rivalry with other Sydney clubs is also stronger, adding to their 'dislike' of those clubs and bringing their scores down.''
Canberra entered 2012 without a major sponsor and, after a disastrous start to their campaign, there were rumours that David Furner would be the first coach to be axed in the nation's capital. However, their fairytale run into the play-offs has them primed to climb off the bottom rung when the next study is completed.
The Bulldogs are also tipped to be another big improver. While some sections of the media have complained about the lack of access to their star players, the Dogs have a unique opportunity to further boost their brand with clever marketing.
''On-field success is a major driver of asset power,'' Deacon said. ''We'd expect the asset power of teams like the Bulldogs, North Queensland and Canberra, who are performing well in the NRL finals series, to increase in the next survey.''