Market Data Bible Returns for '08 September 05, 2008
By Leo Jakobson
Following a three-year absence, the Survey of Buying Power—a compendium of nationwide consumer data published by Incentive's sister magazine, Sales & Marketing Management—has returned for 2008.
Formerly an annual print publication, the Survey has been relaunched as a fully searchable online database, featuring comprehensive statistics, rankings and projections for every county and media market within the United States. These include effective buying income (EBI, a measure of disposable income) and the buying power index (BPI, a measure of spending power based on EBI and additional factors). Demographics are broken out by age, race, city, county and state. The data will be of particular interest to companies running consumer marketing promotions, although any sizable incentive program may be able to use the demographic data to its advantage.
Rankings are divided by Core Based Statistical Areas (CBSAs), geographic areas delineated by the U.S. Census Bureau, as well as television or broadcast markets established by Nielsen Media Research. All data was provided by market research leader Claritas, another sister company of Incentive under The Nielsen Company umbrella.
Taken together, the information presented in the Survey of Buying Power paints the most comprehensive picture of present-day consumer demographics available on the market, making it an invaluable reference guide.
The 2008 Survey of Buying Power is now available for a subscription price of $99, $199 or $299. For more details log onto www.surveyofbuyingpower.com.
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