Albany Ranked No. 1 Test Market in Acxiom Study

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Marketers wanting to reach the quintessential American test market should look no further than Albany, NY, which ranked first out of 150 U.S. metro areas in a report released today by Acxiom Corp.


Acxiom's "Mirror on America" ranked the 150 metropolitan statistical areas based on household-level life-stage data from the company's Personicx product. This is the first time Acxiom has created such a list.


Personicx is a system that places each U.S. household into one of 70 segments based on its consumer and demographic characteristics such as newly married, new parents, change of residence and retirement. The 70 clusters have descriptive names including thrifty elders, savvy singles, early parents, married sophisticates, rural parents, first mortgage and so on.


Personicx is driven by InfoBase, Acxiom's consumer database of 111 million households, and was launched in May 2002. Using the system, Acxiom created the list with the No. 1 city bearing the greatest likeness to the overall U.S. population. With a correlation score of .90904, Albany was the closest to a score of 1, which would signify a perfect match.


"Traditionally the adage has been, 'if it plays in Peoria it will play anywhere,' but what I think is reflected by Albany as No. 1 is changes in the U.S. consumer landscape," said Tiffany Weatherly, product leader at Acxiom Corp., Little Rock, AR. "You can't always go by the old rule of thumb."


Peoria, IL, ranked 37th on the list.


As a microcosm of the United States, Albany lets a marketer do a broad stroke test to learn which Personicx clusters their products appeal to, Weatherly said. The segments that work could be rolled out nationwide for marketing efforts.


The rest of the top 10 included Rochester, NY; Greensboro/Winston-Salem/High Point, NC; Birmingham, AL; Syracuse, NY; Charlotte-Gastonia-Rock Hill, NC-SC; Nashville, TN; Eugene-Springfield, OR; Wichita, KS; and Richmond-Petersburg, VA.


New York City came in last on the list with a correlation score of -.0647.


Acxiom will compile the ranking annually, Weatherly said.


Top Test Markets for the 150 Largest MSAs:


1. ALBANY-SCHENECTADY-TROY, NY; 56 (population rank)


2. ROCHESTER, NY; 46


3. GREENSBORO/WINSTON-SALEM/HIGH POINT, NC; 36


4. BIRMINGHAM, AL; 54


5. SYRACUSE, NY; 59


6. CHARLOTTE-GASTONIA-ROCK HILL, NC-SC; 33


7. NASHVILLE, TN; 38


8. EUGENE-SPRINGFIELD, OR; 123


9. WICHITA, KS; 77


10. RICHMOND-PETERSBURG, VA; 50


11. DAVENPORT-MOLINE-ROCK ISLAND, IA-IL; 114


12. LEXINGTON, KY; 85


13. CHARLESTON-NORTH CHARLESTON, SC; 76


14. MACON, GA; 124


15. JACKSONVILLE, FL; 45


16. GREENVILLE-SPARTANBURG-ANDERSON, SC; 51


17. LITTLE ROCK-NORTH LITTLE ROCK, AR; 73


18. EVANSVILLE-HENDERSON, IN-KY; 131


19. HARRISBURG-LEBANON-CARLISLE, PA; 66


20. CINCINNATI, OH-KY-IN; 23


21. KANSAS CITY, MO-KS; 25


22. SAVANNAH, GA; 133


23. BOISE CITY, ID; 96


24. JACKSON, MS; 95


25. INDIANAPOLIS, IN; 28


26. AUGUSTA-AIKEN, GA-SC; 86


27. TULSA, OK; 58


28. NEW LONDON-NORWICH, CT-RI; 132


29. CHATTANOOGA, TN-GA; 89


30. FORT WAYNE, IN; 81


31. ALBUQUERQUE, NM; 61


32. MOBILE, AL; 78


33. LANCASTER, PA; 88


34. MONTGOMERY, AL; 121


35. KNOXVILLE, TN; 62


36. OMAHA, NE-IA; 60


37. PEORIA-PEKIN, IL; 116


38. STOCKTON-LODI, CA; 75


39. GRAND RAPIDS-MUSKEGON-HOLLAND, MI; 47


40. MEMPHIS, TN-AR-MS; 43


41. LOUISVILLE, KY-IN; 49


42. RENO, NV; 119


43. PORTLAND, ME; 147


44. PORTLAND-VANCOUVER, OR-WA; 22


45. ST. LOUIS, MO; 18


46. FRESNO, CA; 53


47. BILOXI-GULFPORT-PASCAGOULA, MS; 113


48. COLORADO SPRINGS, CO; 80


49. SPOKANE, WA; 98


50. ROCKFORD, IL; 110


51. OKLAHOMA CITY, OK; 48


52. SALINAS, CA; 102


53. CANTON-MASSILLON, OH; 100


54. RALEIGH-DURHAM-CHAPEL HILL, NC; 40


55. BEAUMONT-PORT ARTHUR, TX; 106


56. LAS VEGAS, NV; 31


57. BAKERSFIELD, CA; 64


58. DES MOINES, IA; 90


59. TUCSON, AZ; 57


60. ROANOKE, VA; 150


61. ORLANDO, FL; 27


62. CHARLESTON, WV; 141


63. HARTFORD, CT; 41


64. BATON ROUGE, LA; 69


65. COLUMBUS, OH; 32


66. TOLEDO, OH; 68


67. PHOENIX-MESA, AZ; 14


68. SPRINGFIELD, MO; 122


69. READING, PA; 109


70. SAN LUIS OBISPO-ATASCADERO-PASO ROBLES, CA; 145


71. NORFOLK-VIRGINIA BEACH-NEWPORT NEWS, VA-NC; 30


72. DAYTON-SPRINGFIELD, OH; 52


73. LANSING-EAST LANSING, MI; 92


74. SACRAMENTO, CA; 24


75. ATLANTA, GA; 11


76. AUSTIN-SAN MARCOS, TX; 37


77. APPLETON-OSHKOSH-NEENAH, WI; 115


78. YORK, PA; 107


79. PROVIDENCE-FALL RIVER-WARWICK, RI-MA; 39


80. BINGHAMTON, NY; 140


81. MINNEAPOLIS-SAINT PAUL, MN-WI; 15


82. HUNTSVILLE, AL; 117


83. DALLAS, TX; 9


84. ERIE, PA; 135


85. BUFFALO-NIAGARA FALLS, NY; 42


86. SPRINGFIELD, MA; 71


87. COLUMBUS, GA-AL; 136


88. LAKELAND-WINTER HAVEN, FL; 83


89. SHREVEPORT-BOSSIER CITY, LA; 104


90. SANTA BARBARA-SANTA MARIA-LOMPOC, CA; 103


91. YOUNGSTOWN-WARREN, OH; 70


92. HOUSTON, TX; 10


93. ALLENTOWN-BETHLEHEM-EASTON, PA; 65


94. HICKORY-MORGANTON, NC; 118


95. PENSACOLA, FL; 99


96. ODESSA-MIDLAND, TX; 149


97. LINCOLN, NE; 144


98. SOUTH BEND, IN; 137


99. CLEVELAND-LORAIN-ELYRIA, OH; 16


100. SAN ANTONIO, TX; 29


101. MODESTO, CA; 93


102. FAYETTEVILLE, NC; 129


103. KALAMAZOO-BATTLE CREEK, MI; 91


104. NEW ORLEANS, LA; 34


105. DETROIT, MI; 8


106. DENVER, CO; 19


107. MILWAUKEE-WAUKESHA, WI; 26


108. PITTSBURGH, PA; 21


109. LUBBOCK, TX; 148


110. MADISON, WI; 97


111. VISALIA-TULARE-PORTERVILLE, CA; 112


112. SEATTLE-BELLEVUE-EVERETT, WA; 13


113. SAN DIEGO, CA; 17


114. SAGINAW-BAY CITY-MIDLAND, MI; 101


115. KILEEN-TEMPLE, TX; 127


116. TAMPA-ST. PETERSBURG-CLEARWATER, FL; 20


117. FORT COLLINS-LOVELAND, CO; 142


118. NAPLES, FL; 143


119. SCRANTON/WILKES-BARRE/HAZLETON, PA; 67


120. UTICA-ROME, NY; 130


121. WEST PALM BEACH-BOCA RATON, FL; 44


122. FORT PIERCE-PORT ST. LUCIE, FL; 125


123. FAYETTEVILLE-SPRINGDALE-ROGERS, AR; 128


124. MELBOURNE-TITUSVILLE-PALM BAY, FL; 87


125. LAFAYETTE, LA; 105


126. CORPUS CHRISTI, TX; 108


127. FORT MYERS-CAPE CORAL, FL; 94


128. WASHINGTON, DC-MD-VA-WV; 4


129. DAYTONA BEACH, FL; 82


130. HUNTINGTON-ASHLAND, WV-KY-OH; 126


131. SALT LAKE CITY-OGDEN, UT; 35


132. SARASOTA-BRADENTON, FL; 72


133. JOHNSON CITY-KINGSPORT-BRISTOL, TN-VA; 84


134. DULUTH-SUPERIOR, MN-WI; 146


135. MIAMI, FL; 12


136. CHICAGO, IL; 3


137. BOSTON, MA; 7


138. LOS ANGELES-LONG BEACH, CA; 2


139. ANCHORAGE, AK; 138


140. PHILADELPHIA, PA; 6


141. EL PASO, TX; 63


142. COLUMBIA, MO; 79


143. TALLAHASSEE, FL; 134


144. BROWNSVILLE-HARLINGEN-SAN BENITO, TX; 120


145. PROVO-OREM, UT; 111


146. OCALA, FL; 139


147. McALLEN-EDINBURG-MISSION, TX; 74


148. HONOLULU, HI; 55


149. SAN FRANCISCO, CA; 5


150. NEW YORK, NY; 1


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