Wayfair

Wayfair's nearest audiences are journalists, news programs, and political figures — not other home retailers. Across the top 10 neighbors, only one shares Wayfair's own subcategory: Williams Sonoma at 0.75, the sole fellow Home brand in the set.

The shape is flat, with scores running from Chobani at 0.82 down to Diane Sawyer at 0.77 — a narrow band with no single dominant pull. The top three neighbors span a food brand, a journalist, and a long-running newsmagazine show: Chobani (0.82), Ann Curry (0.80), and 60 Minutes (0.80). Rounding out the top 10 are Beth Doane (0.78, Authors), CBS Breaking News (0.78, News Publishers), U.S. Surgeon General (0.78, Government), POPSUGAR Fitness (0.77, Websites), Keith Olbermann (0.77, TV Personalities), Harper Books (0.77, Book Publishers), and Diane Sawyer (0.77, Journalists). The subcategory mix — journalists, news publishers, TV shows, a government body, a fitness site, and a book publisher — points to an audience defined less by home-goods interest than by a broad, news-and-media-oriented profile.

The cross-kind character of this cluster suggests Wayfair's audience overlaps most with consumers who follow mainstream news and public affairs content, with home retail as only one facet of a wider attention pattern.