SMA Interactive is a premium service, allowing users to create their own analytical tables from SMA’s database. SMA Interactive enables users to compare how well a brand performs within a particular demographic segment of the total fan base relative to how the same brand performs among all fans in the same sport category.
It is calculated by dividing the brand’s percentage share within a segment, such as “males” by the brand’s percentage share among all fans within a sport category (listed in the “Select a Sport” column below. For example, if a brand’s overall share is 10.0% and the same brand’s share among males is 15.0%, then the Brand Share Index (BSI) for males is 150.
Here’s how to execute a report, and all other reports you might want to create: