I think I'm with you on this, but I'm not certain. I mean, from my own experience and standpoint, when the Bills win I'm much more likely to click on all the News articles, to see all the good stuff. When they lose, I'll check out one or two to justify my misery, but other than that, I prefer to stay away.
In other words, for me: more wins, more clicks. I'm more interested in the positive than the negative, at least when it comes to my sports teams.