StatSocial Digital Tribes — The Sports Must Be Reported

Jul 28, 2020 | Digital Tribes

StatSocial’s Digital Tribes is a new consumer segmentation model with a social psychographic twist.

Digital Tribes are powered by StatSocial’s Silhouette, the industry’s most advanced Audience Intelligence Platform. Our unique technology enables us to make sense of the billions of unstructured earned and social web interactions that go on each day — allowing you to dive deep into nearly any audience you can imagine.

Using billions of inputs for over 120 million U.S. consumers, we have segmented naturally occurring populations into 100 distinct Digital Tribes.

This entry is a deeper dive into the tribe we call “The Sports Must Be Reported.”

Digital Tribe Summary: The Sports Must Be Reported

FRONT (l-r): Ryen Rusillo, Mike Golic. SECOND (l-r): Mel Kiper Jr., Mike Greenberg. THIRD (l-r):

John Clayton, Pat Forde, Scott Van Pelt, Todd McShay, Andy Katz. BACK: Bruce Feldman

This tribe’s members are mostly male suburbanites, nearly ⅔ of whom are over 35-years of age. 

They are united by their loves of sports, sports broadcasters, and sports journalists.

Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.

DEMOGRAPHICS —The Sports Must Be Reported

EXPLANATION: The index score reports the degree to which the corresponding percentage falls short of or exceeds the baseline. These affinity insights have been calculated using the average American online audience as our index (with a base 100 baseline). The male portion of this tribe exceeds what would be found within the average U.S. online audience a very slight 1.01 times.


Accounting for 30% of this tribe, those between ages 35 and 44 are present here to a degree 1.44 times greater than the U.S. average.

Legendary sports journalist, Grantland Rice (1880-1954).

INFLUENCERS — The Sports Must Be Reported

NFL sportswriter, John Clayton, is a favorite of over 34% of this tribe. This percentage exceeds the index by 65.46 times.

Sportscaster Scott Van Pelt, a favorite of nearly 36% of this tribe’s members.

WEBSITES — The Sports Must Be Reported

Over 21% of this tribe’s members are regular readers of G/O Media’s sports blog, Deadspin. That percentage surpasses the index by 50.19 times.

A classic Sports Illustrated cover. Smokin’ Joe Frazier and Muhammad Ali face off against one another for the third, and final time, during 1975’s ‘Thrilla in Manilla’ title fight.  

TV SHOWS — Marketing to and For Marketers

Over 29% of those here are viewers of Fox Sports‘ ‘The Herd with Colin Cowherd,‘ a segment exceeding the U.S. average by 54.06 times

ESPN‘s celebrated documentary series, ‘30 for 30,’ is a favorite of a segment of this tribe that is 31.42 times greater than the index. 

PODCASTS — The Sports Must Be Reported

Nearly 28% of this tribe’s members are regular listeners to ‘The Bill Simmons Podcast.’ That segment-size is 27.24 times larger than the index.

Bill Simmons.

INTERESTS— The Sports Must Be Reported

Over 39% of this tribe is made up of avid golf enthusiasts. This percentage exceeds the index by 10.96 times.


BRANDS —The Sports Must Be Reported

The segment of this tribe that is dedicated to Minor League Baseball is 19.77 times greater than the baseline.

Minor League Baseball.

PERSONALITY TRAITS — The Sports Must Be Reported

In psychology, the Big 5 personality traits describe a popularly-employed taxonomy that breaks down human personalities into five, broad, over-arching categories.

IBM Watson™ employs this model, and the five traits that give it its name — Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism — as the umbrella categories under which numerous, more specific personality traits can be found.

Intellect, in a personality context, describes those who are not only willing, but driven to ponder the big questions, and to never stop searching for the answers. This tribe averages is in the 64.6th percentile for possessing this trait.

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