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NEW: Brand Affinity is Now Live in SparkToro Reports

SparkToro· by Rand Fishkin ·2026-07-28

— The SEO Cover · Daily Brief · Jul 28, 2026

On "NEW: Brand Affinity is Now Live in SparkToro Reports"

Brand affinity data in audience research tools is useful but solves a symptom, not the core problem: most teams already know which competitor brands their audience likes—they need to know *why* those preferences exist and how positioning actually moves perception. SparkToro adding this feature will become table stakes fast, which is fine for them as a research vendor, but practitioners should treat it as a starting point for deeper competitive analysis, not an end state. The real value isn't the affinity score itself; it's whether you can connect those brand preferences back to messaging, values, or unmet needs that your positioning can actually exploit. If you're just collecting brand affinity data and not asking what's driving those affinities, you're collecting expensive window dressing.

From the source: Starting today, SparkToro audience research reports now contain brand affinity data, showing the companies, products, and brand names an audience is most familiar with and/or purchases from. When we first received requests for this data, my cofounder Casey went to work finding a

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