The Importance of Social Audiences and Insights: Attribution of Social Audiences with Consumer Purchase Data

The Importance of Social Audiences and Insights: Attribution of Social Audiences with Consumer Purchase Data

(BIG DATA) The NFL’s Millennial Fan Base

(BIG DATA) The NFL’s Millennial Fan Base

The Redskins have the league’s oldest fan base, the Steelers the youngest.

Super Bowl LIII — featuring as it will a contest between New England’s Patriots and Los Angeles’ Rams — is right around the corner. As we’ve been doing, we are continuing to employ the StatSocial audience analysis tool to learn about many different aspects of all of the NFL team’s fans.

These mini-studies (viewable in full at our StatSocial blog here) each give a mere hint as to the diverse and essential insights this powerful analytics engine will generate regarding any audience about which you need to learn.

That Most Coveted of Audience Segments

The now fully grown generation — the fabled Millennials — those hovering around their early-20s to the their late-30s, whose cultural influence is no doubt profound, are our focus here. Simply, StatSocial has looked at hundreds of thousands of the fans of each NFL team, determining the varying percentages of every audience whose birth dates fall within the 1981 to 1996 date range; the years defined by The Pew Research Center as those during which Millennials emerged in their nascent forms.

The City of Bridges is the City of the Future

A proportion of the Pittsburgh Steelers’ fans comfortably shy of half, but not all that shy, suggests that they are one squad with staying power. As the season ticket holders grow too long in the tooth to endure three hours sitting in the Pittsburgh, December cold, their kids — equally dedicated to the team as they are — will be eagerly waiting in line to attend the games in their stead.

The New York Giants have one of the youngest fan bases. The Jets have one of the oldest.

Jets great Broadway Joe Namath and Giants great Phil Simms

The Jets have been mired in mediocrity for so long, whereas the Giants have mostly been a very good to above-average team (until very recently) for the entire millennial lifespan. It’s not a surprise that fans growing up in the New York metro region would gravitate to the more successful franchise. Our data definitely reflects that. Do Millennials even know who Broadway Joe Namath is?

Why are Redskin fans the oldest in the league?

Our nation’s capital’s home team, the Washington Redskins, finds the smallest proportion of Millennials chilling among their fans. Our guess is that because D.C. is a transplant city with people coming from all around the country to live and work, the native D.C. population is generally older than much of the rest of the nation. Many of those who adopt the D.C. metro area as their homes retain home team affinities. Given the lack of success the Skins have had since the 1980s, you’re less likely to attract a bandwagon fan base from all those younger D.C. strivers.

An idea for Tampa Bay to attract a younger crowd

The Tampa Bay Buccaneers also find themselves with a roughly equivalently small percentage of Millennials among their fans. We generally don’t editorialize, as we deal strictly with statistics and we do so impartially, but if the Buccaneers were to bring back their flashy and fabulous ’70s helmets, they might (and we stress might) see a shift in these number before too long.

You’ve got to admit, that is a pretty terrific helmet.

Bookmark This Page,

We’ll be visiting numerous subjects of this general nature — all highlighting the rich and varied affinities of each NFL team’s fans — in the days running up to Super Bowl LIII.

And check out the written matter in the footer, and reach out to us if you have any questions or would like to see much, much more.

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You can snoop around the greater StatSocial Insights blog by clicking here.

To learn more or request a demo, click here.

HBO’s Shows and the Celebrities Who Most Influence their Fans

HBO’s Shows and the Celebrities Who Most Influence their Fans

What does late night TV’s Stephen Colbert have to do with HBO’s excellent Silicon Valley?

Some would surely say that both are funny. We are not an entertainment blog so our varying opinions there are of little consequence. Colbert has had Silicon Valley cast members as well as the show’s creators as guests on his Late Show with Stephen Colbert. So, they do share that.

But we have another connection in mind, one specific to — aw heck, let’s just go there and say exclusive to — StatSocial, the company whose website you’ve either been awesome enough to visit of your own volition, or lucky enough to stumble upon.

What we’re focusing on here is Mr. Colbert’s vaunted position as the top ranked social media Influencer among the social media fans of this particularly awesome HBO series

Show: Silicon Valley
Top Social Media Influencer: Stephen Colbert

If somehow unfamiliar, Silicon Valley is a partially satirical, partially too-accurate-for-comfort exploration of the very unique part of the world that shares the series’ title. Exploring everything from tiny start-ups to massive multi-billion dollar, multinational technology behemoths, the show takes on the various worlds of technology, but particularly those surrounding the web, with savagery and accuracy, and yet with characters you actually like and care about.

Stephen Colbert, as it turns out, is the social media influencer who finds the greatest favor among the fans of Silicon Valley. Achieving this seemingly desirable feat with only 13.57% of the program’s fans also identifying as fans of his. It would seem the fans of the HBO program are interested in an assortment of influencers of an unusually sizable breadth and quantity.

Did that make any sense to you, well let’s explain ourselves futher and we promise it will all click for you by sunrise.

Welcome to StatSocial

First off, to both the old friend and the new acquaintance, hello. You’re at StatSocial.com.

Who and/or what are we? We measure and analyze social media audiences. To some that term explains itself, to others it may already be in their vocabulary in some form. If you’re here there’s a greater than average shot that you have some idea what we’re talking about,

To us it is any group of individuals who either gravitate toward one another, or in whom it can be observed that a common trait and/or traits, are shared in a social media context.

We’ll spare you the egghead talk of definite appeal to the anthropologically minded. At the end of the day, and the beginning as well, StatSocial presents itself and sells itself quite consciously and directly as a marketing tool. One we believe essential to anyone seeking to harness the unprecedented ability social media has provided marketers to communicate directly with an audience.

An audience in our analysis needn’t consist of individuals aware of each other. They need only share a common trait or behavior of literally any sort.

The audiences with which we’re concerned — in terms of what kinds of people gravitate toward what kinds of things — are consistent, and they are knowable beyond mere demographics, geography, or even likes and dislikes (and we can get pretty esoteric with those). We can tell you what kinds of personalities these people have, with extraordinary nuance and accuracy.

Let’s start somewhere simple. Even kind of stupid. You know your audience likes cars. That’s knowledge you possess without StatSocial’s assistance.

But do you know what makes of cars. What years of those makes? And did you know that 78% of those audience members also like umbrellas? That kind of specific yet actionable insight is common in our reporting.

You could have sold that lady that car and umbrella if only you’d had StatSocial and knew what kind of cars she liked. And if only she wasn’t a painting.

We can get comical with examples, but we’ll play this one straight. Say, for some reason there was a value in your learning all there was to know about Portland Trail Blazers’ fans, ages 18–34, originating from the Austin, Texas area. We’ll tell you more than you thought possible, and it will be correct. We’ll give you their ages in much more granular terms, we’ll tell you what other teams or sports they like, and we’ll go much deeper than that. Favorite restaurants, shoes, tires. Do they play musical instruments? Is it clarinet?

And we also give you the biggies, like favorite TV shows, movies, consumer goods, sports teams, and on and on.

Something of which there are dozens included in any web based StatSocial report are a vast array of top 100 lists. Hobbies, packaged goods, movies, and on and on. Data vastly exceeding the top 100 is readily available to you, as we index data points on many topics by the tens of thousands, but right there at your fingertips you can know the top 100 this, or that.

In this case, it would be the top 100 favorite social influencers, of the TV show of your choice, readily at your disposal.

In the case of the below, just to give a taste, we provide Silicon Valley’s top 10. It might look a little like this:

click to enlarge

The percentage shown in the blue line at the top is the actual percentage of fans of the corresponding item who are also fans of the audience being analyzed, in this case Silicon Valley.

The percentage shown in the grey line is the baseline from which all our statistics are calculated by default, which is the average behavior of the global social media audience. Unless otherwise noted or requested, you can assume this is the baseline against which we’re comparing all our stats.

The metric to the far right is our “multiple” metric and it is awesome, but we’ll get into it in another entry. Or just poke around the blog. It is already explained somewhere, and explained again in detail, in entries throughout the blog.


What of the remainder of the favorite social influencers among the fans of HBO’s shows?

Show: Ballers
Top Social Media Influencer: Dwayne Johnson

When it comes to Ballers, a show about a bunch of dudes who ball — — and it’s not a double entendre like that AC/DC song — I mean, it sort of is, but it’s not about that. You can smell what the kingpin social influencer is cooking. This paragraph is flirting with disaster…


No, it’s not Emeril Lagasse. Although, good guess, Former pro-wrestler and head baller (?), who wrestled under the name “The Rock,” had a catchphrase where he’d ask the audience if they could “smell what The Rock” was cooking. If I recall correctly, the audience usually could.

Unlike Colbert not even the faintest analysis of his victory is necessary as he is the show’s star.

Mr. “The Rock” Johnson administering his finishing move, ‘The People’s Elbow,’ for which even though I hated that era or wrestling I will always give him credit as genius.

Show: Togetherness
Top Social Media Influencer: Sarah Silverman

And now we reach, as somehow seemed inevitable, the prolific Duplass brothers, inventors of “mumblecore”… maybe, if there ever was such a thing. It was in theory an indie-film non-movement from the early ’00. The name was a derisive term a critic came up with — possibly even Roger Ebert (RIP) — to make fun of a trend in movies toward no-budget, handheld video camera shot films where nothing happens. A bunch of which I think were made by the Duplass brothers.

These films all seemed to star Greta Gerwig. Except there really never was such a thing as “mumblecore,” we’re told. Or something.

They, these Duplass brothers, really do exist, though. As did their HBO series Togetherness; the top social media influencer among the fans of which is the lovely Miss Sarah Silverman.

Mark Duplass and Greta Gerwig in a movie, the title of which I refuse to find out.

I’m confused by the Duplasses. Maybe they’re edgier than I think they are. They just seemed so Sundance Channel to me, I zoned them out. And the younger brother is kinda handsome and he’s in everything.

And I’m getting too old to care about the Duplass brothers. They look like they workout, or do they?

I decidedly do not. So I won’t be writing any checks with this mouth, unless getting my ass kicked counts as cashing them.

But we love Sarah Silverman. So yay for her, and the Duplasses’ fans for liking her more than other social influencers they also like.

Shows: Last Week Today with John Oliver, Real Time with Bill Maher, Girls, and Veep.

GUESS WHO the top social influencers are on these shows? John Oliver, Bill Maher, Lena Dunham, and Julia Louis-Dreyfuss (all of whom get made fun of somewhere in this blog I’m sure, so I’ll spare them here).

Lena Duham in the mumblecore film Tiny Furniture, which mumbled its way right into Judd Apatow’s heart, who in turn charmed the good folks at HBO. In a way we have Apatow to thank for Kylo Ren. Make of that what you will.

The point being here — and YES, there is one — it’s not news to you nor us that their fans like them. Those shows and those individuals are virtually synonymous. So, we’ll move on.

Show: True Detective
Top Social Media Influencer: Matthew McConaughey

Life is a dream.

True Detective does choose Matthew McConaughey as its top social influencer. But a season — a baffling, terrible season — has come and gone since his time on the show. I think we can all admit how badly we missed him. Man, that first season was so good.

Show: Looking
Top Social Media Influencer: Neil Patrick Harris

Looking already has to deal with the boneheaded stigma of being “the gay show” — a label they didn’t precisely shun — did they really need to make Neil Patrick Harris their number one influencer? Throw a curveball. Mean Joe Greene (is he on Twitter?). Lyle Alzado, if he weren’t dead from a brain tumor, would have been perfect. Brian Bosworth?

One of only three shows I followed this year, I was suitably impressed. That said, I eventually did stop watching it. I never could quite tell what it wanted to be, in terms of tone. But yes like everyone else in the world I do love me some NPH. For his Hedwig alone, he can be in my top five social influencers.

Here’s the deal with Neil Patrick Harris. For years actors remained closeted — and many still do — for many reasons, but one being a fear on the part of casting directors that audiences won’t accept openly gay actors in straight roles. NPH came out, and continued to play a character on his hit sitcom that was not only straight, but a womanizer. And nobody cared. Dude had guts and broke down bigger walls than for which he gets credit.

Looking on the other hand thinks its much gutsier than it is. Maybe it will find itself in season two.

Show: Westworld
Top Social Media Influencer: Chris Pratt

Now I knew Westworld was coming to HBO. I thought it was a TV show based on the Michael Crichton novel, which had in the 70s been adapted into a film version every Gen X-er knows and loves. But when I found this is some crazy high tech cockamamie thing which uses CGI trickery to bring elements from the movies into the show as they were, well my geek heart went all a-flutter.

Yul Brynner sadly died of lung cancer in 1985. But the malfunctioning robot cowboy he played in the 1973 film — about a wild west theme park which uses animatronic robots who wind up going kaka-kookoo and wreaking all sorts of havoc (even if you’ve never seen the film, you’ve seen it parodied) — is now alive and well thanks to creepy CGI. What a wonderful world we live in.

Oh hell yes

Anyway, the top social influencer here is Chris Pratt, with a respectable 36% of fans in common. Our theory is a connection in the viewers’ minds between Crichton’s original theme park gone kooky hit book and movie being revisited — and starring no one less esteemed than Sir Anthony Hopkins — and the recent and extremely successful revival of one of Crichton’s other cautionary theme parks in Jurassic World.

Show: Game of Thrones
Top Social Media Influencer: Emma Watson

Emma Watson, who I really want to call Dame Emma Watson (as I’m sure one day we all will — whether she ever has the title bestowed upon her or not), leads the pack of influencers being followed by the fans of the jewel in HBO’s crown. I am of course speaking of a certain game, involving certain thrones. While the Harry Potter series has its violence and “adult” moments, it does seem a somewhat mismatched marriage of the genteel and the profane. But at the same time it makes perfect sense.

I know little about Emma Watson, truthfully, but it seems like Game of Thrones fans would like her. Evidently they do.

Show: Real Sports with Bryant Gumbel
Top Social Media Influencer: Adam Schefter

Adam Schefter, and would you look at that? A puppy.

Adam Schefter is, I believe a sports writer who is believed to be funny? Is that a thing? He is a sports writer, I know that much (look, I watched Looking and Girls — although we’re both psyched about Westworld… I mean, come on!). Therefore his being Real Sports with Bryant Gumbel’s top social influencer probably makes sense?

These things don’t quite.

Show: The Leftovers
Top Social Media Influencer: Steve Carrrell (?)

The Leftovers, a not quite post-apocalyptic but post cataclysmic event drama starring Justin Theroux finds Steve Carrrell — who did give a good dramatic turn in the otherwise boring Foxcatcher back a year or so ago — as its number one. 28% of The Leftovers’ fans like Carrrell — as you should, he’s terrific — and that’s enough to make him the influencer with whom they have the most common fans.

Steve Carrell with Oscar on his mind, not knowing that one day he would be influencing the social media fans of HBO’s The Leftovers to such a staggering degree.

Show: Vinyl
Top Social Media Influencer: Jimmy Kimmel (?)

And Vinyl, a show produced by Martin Scorcese and Mick Jagger, the latter of whom is on social media (so why not him?), finds Jimmy Kimmel ruling its roost, with over a quarter of the fans of the overwrought dramatization of the decadence, drugs, and vice of the New York City music industry of the 1970s also enjoying a nice prank, and a good natured laugh of the sort Kimmel has been making his bread off of for many a year now.

The real New York Dolls, dramatized to a barely watchable degree in Vinyl. Here they stand in front of Gem Spa, the bodega that stands to this day, on he corner of 2nd Avenue and St. Mark’s Place.

So, is this entry the best demonstration of our wares? Click around, the wares are there, and you’ll comment “ah, there’s the wares.”

Many more HBO entries coming shortly. Most liberal shows? And then we’re getting into a whole Netflix thing. Keep this blog bookmarked. The coming days and weeks are going to be fun.

To learn much more about StatSocial, the curious are encouraged to visit the StatSocial site itself, where you’ll find all sorts of stuff including sample reports.

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If you like what you’ve read, please take a few minutes to watch this overview of StatSocial’s data:

“Data is the new oil.” — Under Armour CEO Kevin Plank — Stephen Curry Edition

“Data is the new oil.” — Under Armour CEO Kevin Plank — Stephen Curry Edition

Data is the new oil. The companies that will win are the companies that are using math,” Under Armour CEO Kevin Plank was quoted as saying this past weekend at SXSW in Austin, Texas.

He’s right.

Stephen Curry and Under Armour CEO Kevin Plank. Check out Plank’s advice for young entrepreneurs here.

American sports apparel, gear, and accessories company, Under Armour, is on a tear. Three years ago, UA managed to beat their rival — they of the universally recognized swoosh logo — to what seems to have been the coup of the sporting goods century. Under Armour managed to sign the Golden State Warriors’ supernova point-guard, Stephen Curry. UA has only been in the shoe game since 2006, but they’ve got Curry and according to many fans and experts alike this could be as big for UA as the Chicago Bulls’ number 23 was for Nike. They may very well have a brand-making personality in their midst.

It’s worth noting that while Curry is the golden boy, it’s not as though the remainder of Under Armour‘s spokepeople are schmoes, waterboys, and benchwarmers. Ever heard of Dwayne Johnson? Have you ever smelled what he was cooking? He’s a UA faithful, and as though that weren’t impressive enough, a certain New England Patriots quarterback — that’s Mr. Thomas Brady himself — is on their roster.

Imagine being Stephen Curry and knowing that your calls are probably taken before those of Tom freaking Brady. That’s got to be a heck of a feeling.

Apparently Nike had their shot at Curry — failing to match a deal valued at under $4 million — in 2013. A lot of bread for Under Armour to strategically risk at the time, given that Curry once had a reputation as a perennial injury risk. Fast forward to 2016, and Curry is already being lauded as the greatest shooter of all time; he’s changing the NBA in ways that were practically impossible to predict. Now that he’s arrived and UA has forever altered the course of its business, there are ways to use social media audience data to leverage this asset to its fullest.

Morgan Stanley just predicted this week that the sneaker industry will see the most unthinkable of upsets occur, as they suspect Curry will unseat a certain Mr. LeBron James as the signature-brand, basketball sneaker king. This chart based on Morgan Stanley‘s projections speaks for itself:

So what can Under Armour get from StatSocial that the analysts at Morgan Stanley aren’t telling them?

What we’re doing here — with our utterly one-of-a-kind data — is analyzing those social fans who have already gone public with their love of both the great Mr. Curry, and his chief sponsor. We are going in deep, digging for oil, and while we’re there we might drink your milkshake as we uncover a universe of details regarding these fans of BOTH Curry AND Under Armour. Using our mighty StatSocial platform, we’ve located 50,000 social media users who fit precisely this description.

The audience being analyzed, the 50,000 people in StatSocial’s database who identify as fans of both Mr. Curry and Under Armour.

Let’s start with some top brands. Nearly 70% of this audience are also swoosh logo fans. 61% are NBA fans (Curry’s fame transcends his league). 52% are getting their sports news from ESPN. This is just a taste (for the record, StatSocial has over 37,000 segments in its taxonomy).


Top Brands - Under Armour AND Stephen Curry

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Next up — let’s review the top influencers for this audience. It’s worth mentioning that UA’s other big names, most notably Mr. Brady, are conspicuously absent from the below. Apart from Tim Tebow and Tiger Woods, however, non-basketball players in general are lacking.


Note that nearly ⅔ of these people are also Kevin Durant fans, but only ⅓ are fans of LeBron James. Does this mean that UA would be better off signing KD rather than LeBron? While StatSocial provides insights upon insights to ultimately aid our users in finding conclusive and definitive answers, based upon these findings we’d say that further investigation into whether or not Durant is better aligned with the UA brand would be an imperative.

Data + Intuition is better than intuition alone.

Social media marketing need not involve much if any guesswork, if you know how to harness the extraordinary audience data it provides.

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Now that you’re getting the hang of this, we’re going to sort the above list of top influencers using our “multiple” metric. Looking at raw percentages often has its own important story to tell, of course, but StatSocial provides the essential opportunity peruse our data through many lenses.

What is the “multiple”? Using the average social media user as our baseline, the “multiple” is a number quantifying the likelihood that a member of a certain social audience will engage in a specific behavior, or be a fan of a certain thing. StatSocial can even assess the likelihood that he or she will dislike something. For example, in a recent post here on the blog we revealed that fans of Netflix‘s ‘Fuller House’ are over 130 times more likely to be fans of Dave Coulier than the average social media user.


This tells quite a different story, and unearths a deeper truth about this audience’s more unique affinities. On-again/off-again UA sponsoree Deandre Jordan ranks in second place on this list. Curry teammate Andre Iguodala comes in at third.

One way StatSocial can immediately be of use to a company like Under Armour — or any company looking to find that diamond in the rough, or even the fully realized jewel who, for whatever reason, has not been allowed to shine, the great player whose starpower has yet to come to full flower — is that we can help a company stay one step ahead of the mainstream. We know who the real-deal, hardcore fans are paying attention to. We know who matters. This kind of data was previously only available through expensive and time-consuming consumer surveys. Now instant focus-group studies — with samples, at times, numbering millions in size — providing immediate, actionable insights of a scope and granularity heretofore unimaginable are available, right at a marketer’s fingertips.

All in all, StatSocial tracks data for more than 23,000 influencers. So if you want to look beyond the world of sports, we’ve got you covered. Which actors or musicians or CEOs — or you name it — are resonating with the audience you’re reaching, or the one you’re hoping to reach? We have those answers, and so many more.

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If you’re a national or multi-regional brand, and expansion is on your mind — as it is the minds of what we’d wager are the majority of those in the captain’s seat of such companies — it comes down to that oldest of sayings forever ruling the real estate game, “location, location, location.”

You may be thinking that if recognition for your brand is zilch outside of your region, then StatSocial can’t possibly be of use to you in the above scenario. This you think as you daydream of expanding into parts unknown.

Do not be so cynical about our awesome platform.

You are not confined to only investigating insights regarding your own brand. With StatSocial you can poke around the countless piles of insights just waiting to be calculated. You can assess a region’s tastes and their needs. If there’s a social media audience you can imagine, we can tell you all about them. Do you want to know the favorite HBO shows of FC Barcelona fans, between the ages of 18 and 34, who live in the Poughkeepsie region? If that sort of thing would be of use to you, or for whatever reason floats your boat (hey, we deal in statistics, we’re not here to judge), we assure you that we’ve got you covered. That may not be a big audience, but StatSocial will tell you what there is to know.

Back to the Stephen Curry matter, if we may…

We all know from where Golden State Warriors fans more or less originate, but from what places do the fans of both Stephen Curry and Under Armour call home?

Here we use Mr. Curry himself to approximate the part of America where his popularity begins to noticeably increase

Looking at the Nielsen television markets where Curry’s presence is most profoundly felt, some are obvious, such as the defending champ Warriors’ northern California home.

click to enlarge

Charlotte, North Carolina pops up as a not too surprising hot spot. It’s where Stephen grew up and spent many years while his father, Dell, played for the NBA’s Hornets. Stephen found much success while there, playing high school ball for Charlotte Christian School. Those years found him named All-Conference, All-State, and leading the school to three conference titles.

click to enlarge

As you can see, Mr. Curry’s numbers in this region comfortably exceed the average

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Every day it’s seeming more and more likely that we are witnessing one of American sports’ all-time greats. We may mean Mr. Curry, we may mean Under Armour. If we do mean the latter, it’s worth saying that great companies need great data, too.

Those interested in talking shop, talking basketball, or learning more about what we do are encouraged to reach out to us via Twitter. You’re also encouraged to simply visit the StatSocial site. There we go into detail about what we do, provide sample reports, and the whole shebang.

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If you like what you’ve read, please take a few minutes to watch this overview of StatSocial’s data: