Playground →
Nate Burleson is the strongest pull in ALDI's top 10 — an athlete-subcategory celebrity sitting at 0.79, ahead of every grocery, retail, or food-adjacent neighbor in the set. That's the two-peak structure at work: one cluster built around NFL-adjacent personalities, another around everyday consumer brands.
The sports cluster is the more prominent of the two peaks. Nate Burleson (0.79) and LeSean McCoy (0.76) lead it, followed by GMFB (0.74) — the NFL morning show where Burleson is a fixture — and NFL Films (0.72). Three of the top four neighbors are either athletes (subcategory: Athletes) or NFL-branded media (subcategory: TV Shows and Sports Leagues). The second peak is quieter but present: Kroger Pharmacy (0.72), Meijer (social) (0.70), and A Million Little Things (0.72) represent the grocery-and-mainstream-TV side of the audience. Penske Truck Rental (0.70) sits between the two clusters without belonging cleanly to either.
Only one neighbor — Meijer (social) at 0.70 — shares ALDI's own subcategory (Grocery and Superstores, close enough to General Grocery Stores to count as same-kind). The rest are cross-kind: athletes, sports media, a pharmacy chain, a TV drama, and a truck rental service. No other general grocery store appears in the top 10.
The shape reveals an audience that is simultaneously a sports-media consumer and a value-oriented everyday shopper — two distinct behavioral neighborhoods sharing the same people.
