Playground →
Two distinct audience neighborhoods define Universal Orlando Resort's similarity map: theme park and entertainment brands at the top, and Tampa Bay sports teams clustered at the lower end.
The shape is two-peak. SeaWorld leads at 0.87, followed closely by Busch Gardens Tampa Bay at 0.86 — both Entertainment or Destinations subcategory brands, and both the clearest structural anchors in the set. Walt Disney World (0.80) and Disney Parks (0.71) extend this first cluster, rounding out a tight group of theme park and entertainment destinations. These four form the strongest concentration in the top 10.
The second peak is geographically coherent: Tampa Bay Buccaneers (0.71), Tampa Bay Rays (0.69), and Tampa Bay Lightning (0.64) all appear as Sports Teams, pulling the audience shape toward a Florida-market sports fan profile. Between the two peaks, Publix (0.75) and Bahama Breeze (0.74) sit as regional Florida brands — a grocery chain and a restaurant — suggesting the audience overlap extends into everyday Florida consumer behavior, not just leisure spending. Disney Cruise Line (0.70) bridges the entertainment cluster toward travel.
Of the top 10 neighbors, three are Sports Teams, three are Entertainment brands, one is a fellow Destinations brand, one is Travel, one is Grocery and Superstores, and one is a Restaurant — a mix that points to a Florida-resident audience as much as a theme park visitor one.
The two-peak structure reveals an audience shaped by both major Orlando-area entertainment and the broader Tampa Bay market, with regional Florida identity running through both clusters.
