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Is Villa or Newcastle the bigger club?

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I am always a little supsicious of attempts to say which of two clubs is the bigger one, as there are no accepted criteria.  At least this report from Sky on Aston Villa and Newcastle United looks at a range of criteria, whilst avoiding offending fans of both clubs by coming to no clear verdict.

Purely subjectively, I would always give some weight to the size and enthusiasm of a club's away report and Newcastle would score well on that criterion.   Villa, however, are currently punching more below their weight as they have the potential to be a regional club for the Midlands.