StatSocial Digital Tribes —TV Then, TV Now

Aug 13, 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 “TV Then, TV Now.

Digital Tribe Summary: TV Then, TV Now

This tribe of urbanites and nearby suburbanites skews decidedly female, and its members are primarily ages 35 and up.

The most prominent of the common loves uniting them involve TV performers and programs, most closely associated with eras ranging from the ’60s-to-now.

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


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 female portion of this tribe exceeds what would be found within the average U.S. online audience by 1.16 times.


Women are the majority here, accounting for over 70% of this tribe’s members.

Over 57% of this tribe earns under $50k annually, a percentage surpassing the U.S. average by 1.19 times.

Mid-60s appliance store display of color TVs.


Kirstie Alley is a performer who is arguably best known for her six years co-starring as Rebecca Howe, on the fondly remembered ’80s sitcom, ‘Cheers.‘ A favorite with what’s approaching 20% of this tribe, that percentage is nearly 49 times greater than the index.

Goldie Hawn, a favorite with a segment of this tribe that is 31.49 times greater than the baseline, as she appeared on the immensely popular, ‘Rowan & Martin’s Laugh-In’ (circa-1968). 


This TV programs list favors media of a more recent vintage than some of the names on the influencers chart, but at least 40% of the shows highlighted are no longer on the air.

The now completed, musical, high school set, comedy/drama, ‘Glee,’ is a favorite show of 13.19% of those here, and that segment-size exceeds the baseline by 7.07 times.

Arrested Development,’ a favorite program of nearly 13% of this tribe.    


The overall fondness for popular media, and showbiz, detectable among this tribe’s members, is illustrated pronouncedly by the fact that 51.54% of them keep up with celebrity and fan gossip. That percentage is 7.18 times greater than the average.

Walter Winchell was “The Godfather of Gossip.” In the 1930s and ’40s, the broadcaster, and nationally syndicated columnist, was enormously popular, incredibly influential, and widely feared. Over 51% of this tribe keeps up with the latest celeb gossip.


Wahlburgers is of course a brand associated most closely with the family of film actors and musical performers. But SJP and Kristin Cavallari are brands bearing the names of those who achieved their greatest fame on TV.

SJP By Sarah Jessica Parker — the namesake of which is almost certainly best known as the star of HBO‘s ‘Sex and the City,’ but was also the star of short-lived ’80s sitcom, ‘Square Pegs‘ — finds favor with a segment of this tribe that is 36.24 times larger than the baseline.

Sarah Jessica Parker


This tribe’s fondness for the many wonders held within, and distributed by, Tinsel Town remains evident here.

The online home of the entertainment news and reality programming oriented, E! network, is a favorite online destination of over 26% of this crowd. That percentage is 10.54 times larger than the index.

1980s publicity shot of ‘Entertainment Tonight”s most celebrated TV hosts, Mary Hart and John Tesh.


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.

Artistic interests, in a personality context, describes those with a keen grasp of the abstract. They seek to express themselves creatively, but also find unlikely solutions to challenges.

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