Playground →
The top 10 neighbors for the Chicago White Sox are dominated by Chicago-area entities across multiple categories — not a single type of sports team or media brand, but a broad local ecosystem spanning sports franchises, a utility, a TV morning show, and a regional grocery chain.
The shape is broad, meaning several neighbors register high similarity without one pulling dramatically ahead of the rest. The Chicago Bears lead at 0.91, followed closely by the Chicago Blackhawks at 0.88 and WGN Morning News at 0.88 — a TV show sitting nearly level with two major sports franchises. ComEd, the regional electric utility, comes in at 0.84, and the Chicago Bulls at 0.81. That five-entity cluster — three sports teams, a local TV program, and a utility — defines the core of this audience shape.
The subcategory breakdown of the top 10 is telling: three Sports Teams (Bears, Blackhawks, Bulls), one TV Show (WGN Morning News), one utility brand (ComEd), one Athlete (Jimmy Butler, 0.76), two Politicians (Governor JB Pritzker, 0.74; Mayor Lori Lightfoot, 0.70), one Grocery and Superstores brand (Mariano's, 0.74), and one Restaurant brand (Lou Malnati's Pizza, 0.72). The White Sox's own subcategory — Sports Teams — accounts for only three of the ten neighbors; the rest are local civic, media, and consumer brands. This is less a sports-fan audience shape than a Chicago-resident audience shape.
The pattern reveals an audience defined primarily by geography and local civic identity rather than by sport-specific fandom.
