If the less popular team didn't have any advantage at all then we would expect an even distribution of wins/team wins. This would mean roughly 25% of splatfests are won 3-0, 50% are won 2-1 by the popular team, and 25% are won 2-1 by the less popular team.That's weird, and I don't know. But that has nothing to do with this. It even includes the relation between Solo and Team outcomes, which opens up a whole nother can of worms.
The entire issue of popular teams losing can easily be explained by sample variance with a very small population, with the population being all splatfests, but that is no fun. I think an issue for the popular teams is the repeat battles against your own team. I personally find these battles to be frustrating, so this could cause players on the popular team more tilt. Just a hypothesis with no evidence, but I think it makes sense.
Edit: Just did some math on this. Assuming that there is NO association between the popular team winning or losing there would be equal probabilites of the winning team having all 3, popularity and solo/team wins, or solo and team wins. That means the 25%, 50%, 25% thing from before.
Only using the unique splatfests in NA/OC and EU, so far there have been 3 3-0's, 5 popular 2-1's, and 8 unpopular 2-1's. We would expect 4 3-0's, 8 popular 2-1's, and 4 unpopular 2-1's if there was no association. Based on the actual results and the expected results there is a 14.6% probability that there is no association between team popularity and winning a splatfest.
This means that it's possible for all the popular team loses to be a fluke due to a small sample of splatfests, but it is very unlikely.
*Disclaimer — I didn't include Japan due to more pronounced cultural differences, but I probably shouldn't have done that. Even if I did, it would support the connection between popularity and losing.
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