Playground →
The single strongest audience overlap in Spalding's top 10 belongs to CSI Miami on CBS at 0.94 — a procedural TV show, not a sports brand, not a competitor. That cross-kind signal sets the tone for a neighbor set that spreads widely across subcategories with no single dominant cluster.
The shape is broad. The top 10 neighbors span TV Shows (CSI Miami on CBS, 0.94), Sports Teams (Seattle Seahawks, 0.92), Telecommunications (Verizon, 0.91), TV Channels (TNT Drama, 0.91), Podcasts and Radio (Shade45, 0.91), Game Developers (2K, 0.91), Athletes (Blake Griffin, 0.90), Magazines (XBIZ, 0.89), and Social Media (TikTok Creators, 0.88) alongside Footwear (adidas Basketball, 0.88). Spalding's own subcategory — Sports brands — has no other representative in the top 10; the nearest sports-adjacent entries are a Sports Team and an Athlete, not a fellow sports equipment brand. The basketball connection surfaces in Seattle Seahawks, Blake Griffin, and 2K, but they share the space with a hip-hop radio channel, a telecom giant, and a procedural crime drama at nearly identical similarity scores.
The breadth of this neighbor set — ten different subcategories across ten neighbors — indicates an audience whose shape is defined less by any single interest vertical than by a wide mainstream footprint.
