Albany Ranked No. 1 Test Market in Acxiom Study

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

Total
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