PRIZM NE Custom Target Analysis
Table of Contents
Introduction
Summary Description of this Analysis Package
Project Goals & Methodology
Executive Summary
Who are the targets?
What are they like?
Where can I find them?
How can I reach them?
Who
Understanding PRIZMNE Profile Reports
Profile Charts & Reports
Target Group Profile Charts & Reports
2007 Spring Only Visitors
2007 Summer Only Visitors
What
Understanding Target Cluster Index (TCI) Reports
Demographics & Lifestyles Reports by Target
Where
Understanding Maps & Reports
Market Potential Index Report and Maps
Target Group Reports
2007 Spring Only Visitors
2007 Summer Only Visitors
How
Understanding Target Cluster Index (TCI) Reports
Media Usage, Magazine Readership, & TV Viewership by Target
Next Steps
A More Comprehensive Analysis
Appendix
PRIZMNE Cluster Narratives
PRIZMNE Custom Target Analysis
Who are the targets?
What are they like?
Where are the targets?
How can I reach them?
Summary Description of this Analysis Package
The reports in this analysis help you answer four of the most fundamental marketing
questions: Who are the targets that you most want to reach? What are they like? Where do
they live? How can you reach them most cost effectively? Answering these questions is an
essential step in designing a well-focused target-marketing program that will make the best
use of your marketing dollars.
The strategy for identifying your marketing targets is based on two tried and true
observations:
!
The best customers for your product are existing customers. The people who have
already used your product or a similar one or other people like your existing customers
are most likely your best customers.
!
Birds of a feather flock together. In choosing a place to live, people tend to seek out
neighborhoods compatible with their lifestyles, where they find others in similar
circumstances with similar consumer behavior patterns. Once established, the character
of a neighborhood tends to persist over time, even though individual residents come and
go.
By identifying the types of neighborhoods in which you find your existing customers, you
can accurately predict the types of neighborhoods where you will find your customers in the
future and develop target-marketing plans that will focus on those areas.
The accompanying reports help you identify your targets (your existing and prospective
customers) by determining their PRIZMNE Clusters -- the types of neighborhoods where they
live. For convenience, a descriptive narrative of each cluster is provided at the end of this
analysis.
Copyright 2007, Claritas Inc.
PRIZM NE Custom Target Analysis
1
Project Goals & Methodology
Claritas performed an analysis of 2007 Spring and Summer Visitors from the client files
provided to Claritas for PRIZMNE profiling and analysis. This report will examine the
lifestyle and profile characteristics of households that have visited the Alabama Gulf Coast.
The objectives of this study are to determine:
!
The consumer market segments that have high potential to be Alabama Gulf Coast
visitors.
!
A set of target groups for future marketing efforts.
!
The lifestyle preferences of these target groups to make it easier to develop practical
marketing strategies.
!
The geographic areas that contain high concentrations of Alabama Gulf Coast visitors.
PRIZMNE Profiling
Claritas received a unit record file of client data and addresses. Claritas geocoded the file - a
process that assigns each record to a geographic unit based on the street address and ZIP
Code information contained in the file. The household level was used for this analysis.
Using the geocoded customer file, each customer record was assigned to one of the sixty-six
PRIZM NE neighborhood lifestyle clusters.
The customer records in the file were then summarized by PRIZM NE Cluster to produce the
following profile:
" 2007 Spring and Summer Visitors (97,391)
The number enclosed in parentheses indicates the total count for the profile.
Determining Base Counts
An important step in the analysis is to determine the appropriate base definition for the 2007
Spring and Summer visitors so that the profile can be matched to the correct household base.
The base definition is important since the measures of penetration and index are calculated
using base area cluster distributions.
Overall, the distribution of Alabama Gulf Coast Visitors is not so skewed in its penetration
and concentration as to require a regionally specific base. Therefore, household counts for
the entire United States were used as the base for profiling.
Copyright 2007, Claritas Inc.
PRIZM NE Custom Target Analysis
2
Forming Target Groups
Target groups are a custom grouping of PRIZMNE Clusters that is relevant to a particular
product or marketing objective. Target groups allow marketing activities to be more focused
and allow the sixty-six cluster profile to be greatly simplified by collapsing the clusters into
fewer groups for use in an actionable targeting strategy.
Classifying customers into target groups will help you:
!
Concentrate on those customers who have a known predisposition toward using a product
!
Identify areas with high concentrations of the target groups
!
Tailor direct marketing programs to reach specific target groups
!
Determine what percentages of available marketing resources should be allocated to each
target group
!
Develop creative messages and marketing strategies that will appeal to each target group
!
Target advertising programs to reach the specified target groups
Copyright 2007, Claritas Inc.
PRIZM NE Custom Target Analysis
3
Executive Summary
Who are the targets?
What are they like?
Where are the targets?
How can I reach them?
This section provides a quick overview of the major findings of the analysis. This section
provides a view of the overall results without the need to review all the reports and maps run
for the analysis. For more detailed information, the reader can refer to the reports in the
individual sections.
Copyright 2007, Claritas Inc.
PRIZMNE Custom Target Analysis
4
Who are the targets?
Determining Base Counts
An important first step in the analysis is to determine the appropriate base definition for the
2007 Spring and Summer Visitors so that the profile can be matched to the correct household
base. The base definition is important since the measures of penetration and index are
calculated using base area cluster distributions.
Overall, the distribution of Alabama Gulf Coast Visitors is not so skewed in its penetration
and concentration as to require a regionally specific base. Therefore, household counts for
the entire United States were used as the base for profiling.
PRIZMNE Profiling
The following profile was developed for this analysis:
" "2007 Spring and Summer Visitors (97,391)
The number enclosed in parentheses indicates the total count for the profile.
Profile Analysis
From profile reports we can quickly see that 2007 Spring and Summer Visitors are
predominantly from town and rural areas and span the PRIZM NE roster from the most
socio-economically comfortable segments to those segments lowest on the scale.
Ranked by index, the first quintile (approximate 20% subtotal) of the clusters includes 47%
of the 2007 Spring and Summer Visitors. The second quintile contains 26% of the 2007
Spring and Summer Visitors. This means that if we were to market to base area households
indicated by the clusters in the first two quintiles, we’d expect to reach 73% of the 2007
Spring and Summer Visitors - representing an index of 178. (We’d be 1.78 times as likely to
reach our audience.)
Copyright 2007, Claritas Inc.
PRIZMNE Custom Target Analysis
5
Game Plan Categories
Expansion
Core
NonTarget
Conversion
Index 100 #
Percent of
2007 Spring and Summer Visitors 1.51% $
2007 Spring and Summer Visitors
Target
Category
Number of
Clusters
Percent of
Base Households
Percent of 2007 Spring and
Summer Visitors
Index
Core
Expansion
Conversion
Non-Target
22
2
1
41
40.23
2.08
2.10
55.59
72.45
2.68
1.65
23.21
180
129
79
42
Core
Social
Group
S1
T1
T1
C1
T1
C1
C1
T1
T2
T1
T2
T2
T2
T2
T3
T3
T3
T4
T3
T3
T4
T4
Cluster
3
5
9
10
11
12
13
20
23
25
28
32
33
37
38
43
45
48
50
51
58
64
USA Base
% Comp
2007 Spring and Summer
Visitors % Comp
Index
Movers & Shakers
Country Squires
Big Fish, Small Pond
Second City Elite
God's Country
Brite lites, Li'l City
Upward Bound
Fast-Track Families
Greenbelt Sports
Country Casuals
Traditional Times
New Homesteaders
Big Sky Families
Mayberry-ville
Simple Pleasures
Heartlanders
Blue Highways
Young & Rustic
Kid Country, USA
Shotguns & Pickups
Back Country Folks
Bedrock America
1.61
1.92
2.26
1.18
1.55
1.50
1.60
1.74
1.44
1.61
2.84
2.01
1.79
2.49
2.30
2.00
1.46
2.00
1.34
1.61
2.18
1.81
1.74
6.08
4.76
1.74
3.91
1.63
2.38
6.52
2.11
5.35
4.08
4.42
4.77
4.51
2.74
2.54
1.62
2.65
1.81
2.95
2.29
1.85
108
317
210
147
253
108
149
375
147
332
144
220
266
181
119
127
111
132
135
184
105
102
TOTAL
40.23
72.45
180
Nickname
Copyright 2007, Claritas Inc.
PRIZMNE Custom Target Analysis
6
Game Plan Categories (continued)
2007 Spring and Summer Visitors
Expansion
Social
Group
Cluster
S1
S1
2
6
USA Base
% Comp
2007 Spring and Summer
Visitors % Comp
Index
Blue Blood Estates
Winner's Circle
0.98
1.10
1.31
1.37
134
124
TOTAL
2.08
2.68
129
USA Base
% Comp
2007 Spring and Summer
Visitors % Comp
Index
Crossroad Villagers
2.10
1.65
79
TOTAL
2.10
1.65
79
Nickname
Conversion
Social
Group
Cluster
T4
56
Nickname
Copyright 2007, Claritas Inc.
PRIZMNE Custom Target Analysis
7
Game Plan Categories (continued)
Non-Target
Social
Group
Cluster
S1
U1
U1
S2
S2
S2
U1
S2
S2
S2
S3
S3
C2
U1
C2
U1
S3
U2
C2
C2
S3
S3
U2
C2
T3
S4
S4
C3
S4
S4
C3
U2
T4
T4
U3
C3
U3
C3
C3
U3
U3
1
4
7
8
14
15
16
17
18
19
21
22
24
26
27
29
30
31
34
35
36
39
40
41
42
44
46
47
49
52
53
54
55
57
59
60
61
62
63
65
66
Nickname
Upper Crust
Young Digerati
Money & Brains
Executive Suites
New Empty Nests
Pools & Patios
Bohemian Mix
Beltway Boomers
Kids & Cul-de-sacs
Home Sweet Home
Gray Power
Young Influentials
Up-and-Comers
The Cosmopolitans
Middleburg Managers
American Dreams
Suburban Sprawl
Urban Achievers
White Picket Fences
Boomtown Singles
Blue-Chip Blues
Domestic Duos
Close-In Couples
Sunset City Blues
Red, White & Blues
New Beginnings
Old Glories
City Startups
American Classics
Suburban Pioneers
Mobility Blues
Multi-Culti Mosaic
Golden Ponds
Old Milltowns
Urban Elders
Park Bench Seniors
City Roots
Hometown Retired
Family Thrifts
Big City Blues
Low-Rise Living
TOTAL
Copyright 2007, Claritas Inc.
USA Base
% Comp
2007 Spring and Summer
Visitors % Comp
Index
1.51
1.23
2.02
0.91
1.05
1.31
1.79
0.96
1.63
1.84
0.92
1.46
1.21
1.17
1.85
2.18
1.31
1.52
1.25
1.30
1.25
1.19
1.18
1.67
1.31
1.50
0.97
1.12
1.01
1.04
1.17
1.71
1.58
1.59
1.32
1.07
1.15
1.11
1.69
1.12
1.43
55.59
1.48
0.35
0.96
0.69
0.69
0.80
0.16
0.86
1.24
0.76
0.63
0.51
0.61
0.49
1.45
0.60
0.59
0.16
0.95
0.48
0.62
0.41
0.22
1.03
1.03
0.23
0.20
0.31
0.36
0.28
0.27
0.26
1.09
1.19
0.04
0.28
0.10
0.38
0.42
0.03
0.01
23.21
98
29
48
76
66
61
9
89
76
42
69
35
51
42
78
28
45
10
76
37
49
35
19
61
79
16
20
28
35
27
23
15
69
75
3
27
8
34
25
2
1
42
PRIZMNE Custom Target Analysis
8
Target Groups
Target groups were formed by selecting those clusters that indexed average and above (100+)
and grouping those with similar demographic and socio-economic characteristics.
The recommended target groups for 2007 Spring and Summer Visitors are:
Target Group
Clusters
Social
Group
%Comp
Index
2 Blue Blood Estates
5 Country Squires
6 Winner's Circle
13 Upward Bound
20 Fast-Track Families
32 New Homesteaders
33 Big Sky Families
S1
T1
S1
C1
T1
T2
T2
1.31
6.08
1.37
2.38
6.52
4.42
4.77
26.85
134
317
124
149
375
220
266
241
1 Upper Crust
3 Movers & Shakers
9 Big Fish, Small Pond
10 Second City Elite
11 God's Country
12 Brite Lites, Li'l City
25 Country Casuals
S1
S1
T1
C1
T1
C1
T1
1.48
1.74
4.76
1.74
3.91
1.63
5.35
20.59
98
108
210
147
253
108
332
183
23 Greenbelt Sports
37 Mayberry-ville
45 Blue Highways
48 Young & Rustic
T2
T2
T3
T4
2.11
4.51
1.62
2.65
10.90
147
181
111
132
147
50 Kid Country, USA
51 Shotguns & Pickups
64 Bedrock America
T3
T3
T4
1.81
2.95
1.85
6.61
135
184
102
139
28 Traditional Times
38 Simple Pleasures
43 Heartlanders
58 Back Country Folks
T2
T3
T3
T4
4.08
2.74
2.54
2.29
11.65
144
119
127
105
125
Wealthy Families
Upscale Couples
Midscale Couples
Mainstream Families
Cautious Couples
Targets account for 77% of all 2007 Spring and Summer Visitors customers and 44% of base
area households and should be the focus of your targeting strategy. Off-Target households
are not the focus of your marketing efforts. However, many will be reached due to
unavoidable spillover inherent in any marketing effort. But by focusing your marketing
dollars on the highest potential segments, your efficiencies are increased since you are
ensuring that the best prospects are being reached with the right message in the right
medium.
Copyright 2007, Claritas Inc.
PRIZMNE Custom Target Analysis
9
!2007!%&r()g!a),!%-..er!0arge12
2007 Spring and Summer Visitors
Percent of Profile
Wealthy Families
Upscale Couples
Midscale Couples
Mainstream Families
Cautious Couples
Off Target
% Down
26.85
20.59
10.90
6.61
11.65
23.40
100.00
23%
Wealthy Families
26%
Upscale Couples
Midscale Couples
Mainstream Families
12%
Cautious Couples
21%
7%
Off Target
11%
Base Area Households
11%
Percent of Base Area Households
Wealthy Families
Upscale Couples
Midscale Couples
Mainstream Families
Cautious Couples
Off Target
% Down
11.13
11.22
7.39
4.75
9.32
56.19
100.00
Wealthy Families
11%
Upscale Couples
Midscale Couples
7%
57%
5%
Mainstream Families
Cautious Couples
Off Target
9%
77% of Profile from 44% of Base = 175 Overall Index
10
Target Group Bar Chart
2007 Spring and Summer Visitors
0
100
200
Wealthy Families
241
Upscale Couples
183
Midscale Couples
147
Mainstream Families
139
Cautious Couples
Non-Target
125
42
11
Copyright 2007, Claritas Inc.
300
What are they like?
Using Target Group reports from the WHO section and Target Cluster Index reports from the
WHAT section, we are able to tell a great deal about the 2007 Spring and Summer Visitor
Target Groups.
The following pages provide descriptions of each of the target groups.
Copyright 2007, Claritas Inc.
PRIZMNE Custom Target Analysis
12
Wealthy Families
PRIZMNE Clusters
2 Blue Blood Estates
5 Country Squires
6 Winner's Circle
13 Upward Bound
20 Fast-Track Families
32 New Homesteaders
33 Big Sky Families
Social
Group
Base
Households
%Comp
2007 Spring
and Summer
Visitors
%Comp
2007 Spring
and Summer
Visitors
Index
S1
T1
S1
C1
T1
T2
T2
0.98
1.92
1.10
1.60
1.74
2.01
1.79
1.31
6.08
1.37
2.38
6.52
4.42
4.77
134
317
124
149
375
220
266
TOTAL
11.13
26.85
241
1) Wealthy Families are a wealthy target group, earning a median income over $78,888,
largely comprised of white-collar executives between the ages of 35 to 54 who have earned
their Bachelor’s or postgraduate degrees. These exclusive families typically live in homes
worth over $500,000 and have the highest index of any target for being Asian background.
Wealthy Families tend to balance work and home life, participating in a wide range of
activities. For example, they often belong to the PTA and serve on school boards but also
enjoy networking at business clubs. Although they often travel on business, they keep fit by
playing golf, racquetball and skiing. It would also not be unusual to find them spending over
$250 on family cell phone bills and buying soccer and baseball equipment for their children.
Wealthy Families are also...
More Likely to...
Less Likely to...
Buy Softball/Baseball Equipment
Buy Soccer Equipment,1yr (A)
Belong to a local PTA/Parents Association
Domestic Business Travel by Airplane,3+,1year
Own Racquetball Equipment
Gamble at Atlantic City
Bght from HSN/QVC/Other,6+ buys (A)
Domestic Travel by Railroad
Buy from White Castle
Belong to AARP
Rent Vehicle for Business,5+ Times,1year
Buy Play Sports Equipment
Buy Tennis Equipment
Buy Home Gym Equipment
Own Ski Boots/Skis
Buy Travelers Checks
Belong to a Veterans Club
Buy from Papa Gino's
Calling/Credit Card Calls,3-5
Buy from Rally's
Copyright 2007, Claritas Inc.
PRIZMNE Custom Target Analysis
13
Upscale Couples
PRIZMNE Clusters
Social
Group
Base
Households
%Comp
2007 Spring
and Summer
Visitors
%Comp
2007 Spring
and Summer
Visitors
Index
S1
S1
T1
C1
T1
C1
T1
1.51
1.61
2.26
1.18
1.55
1.50
1.61
1.48
1.74
4.76
1.74
3.91
1.63
5.35
98
108
210
147
253
108
332
TOTAL
11.22
20.59
183
1 Upper Crust
3 Movers & Shakers
9 Big Fish, Small Pond
10 Second City Elite
11 God's Country
12 Brite Lites, Li'l City
25 Country Casuals
2) Upscale Couples are usually over the age of 35 with a significant population over 55.
They are well-educated, white-collar professionals who are likely to work in professional
white collar positions in the legal and management fields. These wealthy, highly educated
couples (the best of any Alabama Gulf Coast groups) tend to live in homes worth over
$500,000 and annually earn the highest income of all targets at $82,750. Travel plays a
major role in Upscale Couples lives, typically traveling by plane for business and for
pleasure three or more times per year. As would be expected they are members of frequent
flyer programs with airlines such as USAir, Delta and United. Favorite destinations include
Greece, Australia and Italy and also enjoy taking cruises to Alaska and Europe. When they
are not traveling, this cohort enjoys spending time playing golf and tennis at their country
club.
Upscale Couples are also...
More Likely to...
Less Likely to...
Belong to a Country Club
Cruise to Alaska
Cruise on Princess
Cruise to Europe
Travel to Greece
Exercise,1 Time/week
Buy Travelers Checks
Buy from Rally's
Buy Electronic Dolls/Animals
Visit Any Six Flags Park
Travel to Italy
Member of USAir Frequent Flyer Program
Contribute to PBS,$50+,1year
Travel to U.S. Virgin Islands
Rent Vehicle for Business,5+ Times a year
Calling/Credit Card Calls,16+
Buy from Pizza Inn
Belong to School/College Board
Join CD/Tape Club Through Magazine/Newspaper
Buy Basketball Shoes
Copyright 2007, Claritas Inc.
PRIZMNE Custom Target Analysis
14
Midscale Couples
PRIZMNE Clusters
23 Greenbelt Sports
37 Mayberry-ville
45 Blue Highways
48 Young & Rustic
Social
Group
Base
Households
%Comp
2007 Spring
and Summer
Visitors
%Comp
2007 Spring
and Summer
Visitors
Index
T2
T2
T3
T4
1.44
2.49
1.46
2.00
2.11
4.51
1.62
2.65
147
181
111
132
TOTAL
7.39
10.90
147
3) Midscale Couples are typically under the age of 54 and are the least likely target to be
married. Holding a high school education or less you can find them working in sales, blue
collar work or in the service industry, which earns them an average of $43,796 per a year.
Midscale Couples are a predominately a white target group with a very low presence of
children living at home. Some of the activities they enjoy include the rodeo, hunting, fishing,
and camping. This cohort will also will be a member of a Civic club or Veterans club. When
they aren’t enjoying outdoor activities you can find them doing woodwork, watching
NASCAR, or playing billiards.
Midscale Couples are also...
More Likely to...
Less Likely to...
Own Personal Watercraft
Use Alltel for Cell Phone Service
Use US Cellular for Cell Phone Service
Own Rowing Machine
Stay Days Inn on Vacation
Travel to Any Western European Country
Rent Vehicle for Business,5+ Times,1year
Travel to Australia/New Zealand
Travel to Japan
Foreign Travel by Railroad
Go Hunting
Expect to Get Married
Buy Flea/Tick Product
Use CellularOne for Cell Phone Service
Buy Camping Equipment
Cruise to Alaska
Buy from Arthur Treacher
Travel to Central/South America
Contribute to PBS,$50+,1year
Travel to Ireland/UK
Copyright 2007, Claritas Inc.
PRIZMNE Custom Target Analysis
15
Mainstream Families
PRIZMNE Clusters
50 Kid Country, USA
51 Shotguns & Pickups
64 Bedrock America
Social
Group
Base
Households
%Comp
2007 Spring
and Summer
Visitors
%Comp
2007 Spring
and Summer
Visitors
Index
T3
T3
T4
1.34
1.61
1.81
1.81
2.95
1.85
135
184
102
TOTAL
4.75
6.61
139
4) Mainstream Families is a group is concentrated in lower-middle-class neighborhoods in
small towns and rural areas. With median incomes of just over $35,000, they are usually
renting homes. With a very low level of education, jobs in farming, the service industry and
blue-collar occupations are the norm. Mainstream Families are ethnically diverse with the
highest indices of any AGC target for the presence of African Americans and Hispanics.
Like many residents of remote communities, these conservative consumers tend to prefer
outdoor activities like camping, target shooting, fishing, hunting, and horseback riding. They
play the weekly lottery, eat at a variety of fast food restaurants and frequent the bowling
alley. It’s also not unusual to find them enjoying an evening out at a night club. Time at
home includes watching television or a movie they purchased through a club or playing
board games with the family.
Mainstream Families are also...
More Likely to...
Less Likely to...
Buy from Mazzio's
Buy from Sonic
Use Alltel for Cell Phone Service
Join CD/Tape Club Through Online Offer
Buy from Krystal Hamburgers
Cruise to Alaska
Rent Vehicle for Business,5+ Times,1year
Member of Any Frequent Flyer Programs
Gamble on Cruise Ship
Travel to Italy
Own Rifle/Shotgun
Fan of Truck Racing/Pulls
Go Hunting
Ride Motorcycle
Join CD/Tape Club Through Direct Mail Offer
Member of Continental Frequent Flyer
Member of Delta Frequent Flyer Program
Belong to a Human Rights Organization
Contribute to PBS,1year
Buy from Bertucci's
Copyright 2007, Claritas Inc.
PRIZMNE Custom Target Analysis
16
Cautious Couples
PRIZMNE Clusters
28 Traditional Times
38 Simple Pleasures
43 Heartlanders
58 Back Country Folks
Social
Group
Base
Households
%Comp
2007 Spring
and Summer
Visitors
%Comp
2007 Spring
and Summer
Visitors
Index
T2
T3
T3
T4
2.84
2.30
2.00
2.18
4.08
2.74
2.54
2.29
144
119
127
105
TOTAL
9.32
11.65
125
5) Cautious Couples are the oldest Alabama Gulf Coast group and are mostly married
couples (55 years of age and over) whose earnings fall in the mid-range income bracket, at
$41,768. This cohort is well represented in nursing homes or in their own homes that are
often valued at under $80,000. These comfortable seniors are enthusiastic road warriors who
prefer to see the countryside at home or abroad from the windows of their RV’s. As would
be expected, it would not be unusual to see this target group at public and private
campgrounds. Other pastimes they enjoy include gambling, buying collectibles and
gardening. They are also actively involved in clubs of all types, from veterans and church
organizations to fraternal and civicgroups.
Cautious Couples are also...
More Likely to...
Less Likely to...
Use US Cellular for Cell Phone Service
Use Alltel for Cell Phone Service
Domestic Travel by Recreation Vehicle
Buy Garden Supplies by Mail/Phone
Buy from Shoney's
Belong to a local PTA/Parents Association
Membr of United Airlines Frequent Flyer
Gamble at Caribbean Island
Rent/Buy Video at Warehouse
Travel to Switzerland
Use CellularOne for Cell Phone Service
Do Bird Watching
Belong to a Veterans Club
Own Rifle/Shotgun
Buy from Hardee's
Buy Softball/Baseball Equipment
Visit Any Six Flags Park
Own/Lease Ericsson Brand Cell Phone
Buy Latin Music
Visit Any Disney Theme Park in FL
Copyright 2007, Claritas Inc.
PRIZMNE Custom Target Analysis
17
Where are the targets?
DMA Market Potential:
The top ten DMA markets in United States ranked by Market Potential Index are:
DMA
745 Fairbanks, AK
747 Juneau, AK
523 Burlington et al, VT-NY
705 Wausau-Rhinelander, WI
540 Traverse City et al, MI
743 Anchorage, AK
558 Lima, OH
500 Portland-Auburn, ME
576 Salisbury, MD
760 Twin Falls, ID
Households
Index
35,709
28,252
335,315
184,443
251,984
148,444
71,617
413,803
150,523
61,905
190
187
151
151
148
148
148
146
145
144
Here is a summary by quintile of the DMA MPI Map:
Quintile 1
Quintile 2
Quintile 3
Quintile 4
Quintile 5
% Comp
% Pen
Index
26.33
23.97
20.51
18.66
10.53
0.11
.10
0.09
0.07
0.05
132
117
102
86
60
Copyright 2007, Claritas Inc.
PRIZMNE Custom Target Analysis
18