Having put ourselves in the shoes of a sports brand looking to sponsor some homegrown talent we decided to analyze each team's’ fan base (local, national and international) identifying who they are whilst uncovering their interests, affinities and personalities.
As expected both demographics shared an array of characteristics such as personality attributes in particular, their needs and values traits describing both audiences as analytical, in need for stability, outgoing and determined to live life to the fullest.
However, gender is where the differences are brought to light as the Lakers team have a larger base of female fans compared to the Clippers predominantly male fan base. Although the Lakers may be perceived as a greater international name, we discovered a higher percentage of the Clippers audience based in China.
The significant differences lie within the realm of group interests. Whilst Lakers fans demonstrate a greater interest in celebrities and public figures from a variety of industries the Clippers demographic is more industry-specific with a keen interest in the sport itself. Taking the interests analysis a level deeper into ‘Purchasing’ habits Clippers fans also have a higher affinity to sportswear.
Let’s take a step down from an international perspective to a national or even a local one analysing each team’s follower base within the United States and LA respectively identifying influencers for each.
At a national level there is a significant difference in macro-influencers for each group.
For Clipper fans the most important macro-influencers are:
At a local level among sports clubs, current players and basketball stars as micro-influencer Clippers fans have also built a great affinity to TV and radio fan favourite Ralph Lawler, long time Clippers commentator.
The celebrity/public figure trend continues through to local micro-influencers level for Lakers fans including Mike Turrell, the LA Lakers reporter.
In this age old rivalry who will reign supreme in relevant communication? Consumer insights provide vital information that has the power to connect brands with the most relevant audiences and segments.
If you are interested in exploring the Lakers or Clippers audiences in-depth take a look at the FULL insights report by registering for a FREE Insights Explorer account. Take advantage of our October offer and get 30% off when signing up to an Insights PRO Plan. (Use the code INLAUNCH30)
This blog is a translation from the Spanish original, written by Paz Segura, for the Audiense Spanish blog.