Playground →
Unilever is the single dominant pull in Procter & Gamble's top 10, scoring 0.77 — a full ten points above the next neighbor. That gap defines the spike shape here: one clear anchor, then a rapid drop into a diverse and loosely connected set.
Below Unilever, the top 10 fans out across a wide range of subcategories. McDonald's Corporation (0.67) and Pandora (0.66) sit just behind, followed by DSW Designer Shoe Warehouse (0.66) and Dove (0.66). That spread — a quick-service restaurant, a music streaming platform, a footwear retailer, and a beauty brand — signals that the audience shape P&G draws is not defined by its own Home subcategory. Only Dove (Beauty) and vitaminwater® (Beverages) round out the top six, and neither shares P&G's Home subcategory. The lone Home-subcategory neighbor in the top 10 is Unilever itself. The remaining positions go to a Video Game Franchise (#NBA2KLeagueDraft, 0.65), two Food brands (Nestlé US at 0.64 and Nestlé at 0.62), and an Entertainment Platform (Crackle, 0.63).
What this structure reveals is an audience that overlaps most tightly with one direct category peer, then disperses across mass-market consumer brands spanning food, beverages, entertainment, and retail — a pattern consistent with a broad, general-consumer audience rather than a category-specific one.
