| Local Market Category Definitions |
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Contractors-Building (SIC: 1521-1542; NAICS: 2332):This category includes general contractors and builders that deal primarily with the construction of residential, farm, industrial, commercial or other buildings. General building contractors who combine a special trade with the contracting are included in this category. Contractors-Specialty (SIC: 1711-1799; NAICS: 235):This category includes special trade contractors who undertake activities that are specialized either to building construction, including work on mobile homes, or to both building and non-building projects. These activities include such trades as, electrical, carpentry work, plumbing, heating, air-conditioning, roofing, masonry, painting and sheet metal work. Ground Transportation (SIC: 4111-4173; NAICS: 485):This category includes businesses primarily dealing in providing local and suburban passenger transportation by bus, rail or subway, either separately or in combination. It includes businesses providing transportation to local scenic features. It also includes businesses dealing in furnishing highway passenger transportation and businesses providing highway passenger terminal or maintenance facilities. Intercity bus lines are in this category. Trucking Services (SIC: 4212-4231; NAICS: 484):This category includes businesses providing local or long-distance trucking or transfer service, or those providing storage of farm products, furniture, household goods or commercial goods of any nature. The operation of terminal facilities for handling freight is also included. Travel Services (SIC: 4724-4789; NAICS: 5615):This category includes businesses providing services incidental to transportation (i.e. Forwarding and packing services). Travel agents, tour operators and the arrangement of passenger and freight transportation are included in this category. Telecommunications Services (SIC: 4812, 4813 and 4822; NAICS: 51339):This category includes business providing communication services, whether received aurally or visually. This category also includes those providing pager and beeper services along with those providing telephone lines and methods of telephone transmission. Other Utilities (SIC: 4922-4971; NAICS: 221):This category includes business providing the generation, transmission and/or distribution of electricity, gas and water. Irrigation, water and sanitary systems engaged in the collection of waste are also included. Retail Home Improvement (SIC: 5211-5271; NAICS: 444):This category includes businesses selling lumber and other building materials (i.e. paint, glass, wallpaper, hardware, nursery items, mobile homes, and lawn and garden supplies. Businesses like hardware stores, nurseries and mobile home dealers are included in this category. General Merchandise Stores (SIC: 5311-5399; NAICS: 452):This category includes department stores, variety stores, general merchandise stores and general stores. For example: Macy’s, Stein Mart, TJ Max, etc. Food Stores-Retail (SIC: 5411-5499; NAICS: 4451):This category includes businesses selling food for home preparation and consumption. Grocery Stores, fruit markets, bakeries and dairy products stores are included in this category. Apparel and Accessory Stores-Retail (SIC: 5611-5699; NAICS: 448):This category includes businesses selling new clothing, shoes, hats and related articles or adornment, along with furriers and tailors who carry stocks of materials. For example: Eddie Bauer, New York & Co., J. Crew, etc. Eating and Drinking Places (SIC: 5812-5813; NAICS: 727):This category includes retailers selling prepared foods and drinks for consumption on the premises. Restaurants, lunch counters and drinking places operated by subordinate establishments are not included. For example: Ruby Tuesday, Olive Garden, Red Lobster, etc. Miscellaneous Retail (SIC: 5999, except 5999-01; NAICS: 453998):This category includes businesses that are in the following categories: drug stores, liquor stores, used merchandise stores, miscellaneous shopping goods stores, non-store retailers, fuel dealers, and miscellaneous retail stores, not elsewhere classified. Banks (SIC: 6011-6099, NAICS: 5221):This category includes businesses dealing with deposit banking and closely related functions. It includes banks, credit unions, savings institutions, and loan brokers. Credit & Mortgage Services (SIC: 6111-6163 NAICS: 5222)This category includes federally sponsored and personal credit institutions as well as mortgage bankers and loan brokers. Financial Services (SIC: 6211-6289, 7839-09; NAICS: 523):This category includes businesses dealing with underwriting, purchase, sale or brokerage of securities and other financial contracts on their own account or accounts of others. Exchanges, exchange clearing houses, investment advice and other services associated with the exchange of securities and commodities are included in this category. Insurance Services (SIC: 6411; NAICS: 5242):This category includes agents and brokers dealing with insurance, along with organizations offering services to insurance companies and policy holders. Real Estate Services (SIC: 6512, 6514 and 6553; NAICS: 531):This category includes real estate operators, and owners of real property. It also includes cemetery subdividers & developers. Hotels/Motels (SIC: 7011-7032, excludes 7041; NAICS: 7211):This category includes commercial and non-commercial businesses providing lodging or lodging and meals, camping space and camping facilities. Other Recreation Places (SIC: 7922, 7929, 7948 and 7992-7999; NAICS: 711):This category includes businesses providing amusement or entertainment services, such as music bands, entertainers, other theater products, entertainment groups, racing, public golf courses, coin-operated amusement devices, amusement parks, membership sports and recreation clubs. Other Medical Professionals (SIC: 8021-8049, 8059, NAICS: 62112):This category includes businesses providing specialized medical care, including medical laboratories. Offices of, dentists, chiropractors, podiatrists and other specialist practitioners fall in this category. Legal Services (SIC: 8111; NAICS: 5411):This category includes businesses providing legal services and specialized legal services. Other Schools (SIC: 8211, 8222-8299; NAICS: 6114):This category includes those providing education and/or vocational and technical training at the elementary and junior college level. This category does not include colleges/universities. Libraries are included in this category. Museums, Art Galleries and Zoos (SIC: 84; NAICS: 71211):This category includes museums, art galleries, arboreta and botanical and zoological gardens. Government (SIC: 91-97; NAICS: 92):This category includes those in the executive, legislative, judicial, administrative and regulatory activities for State, Local, Federal and International governments. Print Media (SIC: 275, 2711-2759; NAICS: 511):This category includes businesses that provide large volume printing services. It includes newspapers, magazines, comic books, statistical reports, trade journals, books, etc. Automotive Sales (SIC: 5511, 5521 and 5599; NAICS: 4411):This category includes auto dealers and other businesses selling new or used vehicles. Automotive Parts and Supplies (SIC: 5531, except tire stores; NAICS: 44131):This category includes businesses selling new and used automobile parts and supplies. Cleaning & Laundry Services (SIC: 7211-7219; NAICS: 8123):This category includes businesses dealing with the laundries and linen supplies. It includes Laundromats and drycleaners. Computer-related Services (SIC: 7371-7374, 7376-7379; NAICS: 514):This category includes business proving computer repair services, software, computer programming and general computer services. Automotive Repair Services (SIC: 7532-7539; NAICS: 8111):This category includes business dealing with the repair and part replacement of automobiles. It includes body shops and general mechanical repair shops. Lawn and Landscape Services (SIC: 0781, 0782, 0783; NAICS: 56173):This category includes businesses dealing in landscape and horticulture services. Other Medical Facilities (SIC: 8051, 8052; 8071, 8072, 8092-8099; NAICS: 214):This category includes healthcare facilities that provide intermediate care, skilled nursing care, medical and dental laboratories, dialysis centers and outpatient centers. Radio Broadcasting Stations (SIC: 4832; NAICS: 513112):This category includes radio stations with and without music formatting. Television Broadcasting Stations (SIC: 4833; NAICS: 51312):This category includes television broadcast stations. This category does not include cable broadcast stations. Cable & Other Pay Television Services TV Services (SIC: 4841; NAICS: 5132):This category includes television broadcast stations that charge a fee for their service. Dotcom Businesses (SIC: 4899 and 7375; NAICS: 514191):This category includes businesses that provide communication services for the Internet and information retrieval services. Electric Power Utilities (SIC: 4911; NAICS: 2211):This category includes businesses that provide electric services. HVAC Installation & Repair (SIC: 5074-5075; NAICS: 42172):This category includes businesses that provide plumbing and hydronic heating supplies, along warm air heating and air conditioning. Dairy Products Distributors (SIC: 5143; NAICS: 42243):This category includes businesses that provide dairy products that are not dried or canned. Beer and Ale Distributors (SIC: 5181; NAICS: 42281):This category includes businesses that provide beer and ale products. Retail Tires (SIC: 5014, 5531-9901 NAICS: 44132):This category includes businesses that sell and repair tires. Gasoline Service Stations (SIC: 5541; NAICS: 4471):This category includes businesses that provide gasoline at service stations. Boat Sales and Services (SIC: 5551; NAICS: 441222):This category includes businesses that sell new and/or used boats and those that maintain, store and repair boats. Recreational Vehicle Dealers (SIC: 5561; NAICS: 44121):This category includes businesses that sell new and/or used recreational vehicles. Motorcycle-Scooter Retail (SIC: 5571; NAICS: 441221):This category includes businesses that sell new and/or used motorcycles and/or scooters. Furniture Sales (SIC: 5712, 5714, 5719; NAICS: 4421):This category includes businesses that sell furniture, draperies and upholstery, and miscellaneous home furnishings. Retail Floor Coverings (SIC: 5713; NAICS: 44221):This category includes businesses that sell floor coverings. Retail Major Appliances (SIC: 5722; NAICS: 443111):This category includes businesses that sell appliances (both gas and electric). Retail Home Electronics (SIC: 5731; NAICS: 443112):This category includes businesses that sell televisions, cameras, gaming devices, and other home electronics. Retail Computers & Software (SIC: 5045 and 5734; NAICS: 443112):This category includes businesses that sell computer, peripherals, software and accessories online or in stores. Recorded Music-Retail (SIC: 5735; NAICS: 45122):This category includes businesses that sell records, CDs and other forms of pre-recorded music. Pharmacies (SIC: 5912; NAICS: 44611):This category includes drug stores and propriety stores selling medication. For example: CVS, Rite Aid, etc. Retail Liquor (SIC: 5921; NAICS: 44531):This category includes stores that sell liquor. Retail Sporting Goods (SIC: 5941; NAICS: 45111):This category includes stores that sell bicycles, exercise equipment, team sporting goods, gaming equipment, water sports and general sporting goods. Retail Books (SIC: 5942; NAICS: 451221):This category includes stores that sell new books. Office Equipment/Supplies (SIC: 5943; NAICS: 45321):This category includes businesses that sell stationary and office supplies. Retail Jewelry (SIC: 5944; NAICS: 44831):This category includes businesses that sell jewelry. Retail Toys/Games/Hobbies (SIC: 5945; NAICS: 44512):This category includes businesses that sell toys, games and hobby items. Retail Cameras/Photo Supplies (SIC: 5946; NAICS: 44313):This category includes businesses that sell cameras and supplies for photos. Retail Gifts & Novelties (SIC: 5947; NAICS: 45322):This category includes businesses that sell various gift and novelty items. Retail Luggage/Leather Goods (SIC: 5948; NAICS: 44832):This category includes businesses that sell leather goods, including luggage. Retail Fabric Sales (SIC: 5949; NAICS: 44513):This category includes businesses that sell various types of fabric. Fuel Oil Dealers (SIC: 5983, 5984 and 5989; NAICS: 45431):This category includes businesses that provide fuel and petroleum gas. Florists (SIC: 5992; NAICS: 45311):This category includes businesses that provide floral arrangements and floral items. Retail Optical Goods (SIC: 5995; NAICS: 339115):This category includes businesses that sell prescription eyeglasses and contact lenses for individuals. Retail Pets & Pet Supplies (SIC: 5995; NAICS: 45311):Bonding/Surety (SIC: 6351; NAICS: 52413):This category includes businesses that provide underwriting for financial responsibility insurance. Apartment Operators (SIC: 6513; NAICS: 53111):This category includes businesses that operate apartment buildings. Apartment buildings are defined as containing five or more housing units. Gambling Casinos (SIC: 7011; NAICS: 72112):This category includes facilities primarily offering opportunities for gambling. Photographers (SIC: 7221 and 7335; NAICS: 54192):This category includes businesses that provide still or video portrait photography for the general public and/or commercial businesses. Beauty Salons (SIC: 7231; NAICS: 812112):This category includes businesses that provide beauty and/or hairstyling services. Barber Shops (SIC: 7241; NAICS: 812111):This category includes businesses providing barber and men’s hairstyling services. Funeral Services (SIC: 7261; NAICS: 8122):This category includes businesses that prepare the deceased for burial, conduct funerals and cremate the deceased. Photocopy/Quick Print Services (SIC: 7334; NAICS: 323114):This category includes businesses that provide reproducing services for text, plans, maps, drawings or other copy. Pest Control Services (SIC: 7342; NAICS: 56171):This category includes businesses that provide disinfecting services for dwellings and other buildings. It also includes pest control for termites, rodents and other pests in dwellings and other buildings. Building Maintenance Services (SIC: 7349; NAICS: 56172):This category includes businesses providing building, cleaning and maintenance services. Equipment Rental Services (SIC: 7359; NAICS: 95323):This category includes businesses renting or leasing equipment for home cleaning and maintenance, coin operated machines, pallets, aircraft and industrial trucks, business machines and electronic equipment, party supplies, home appliances and furniture, animals and plants, musical instruments and other equipment. Employment Services (SIC: 7361 and 7363; NAICS: 541612):This category includes businesses that provide employment services, except theatrical employment agencies and motion picture casting bureaus. Businesses providing temporary or continuing help on a contract or fee basis are also included. Security Products/Services (SIC: 5999-01 and 7382; NAICS: 561621)This category includes businesses that provide alarms, fire extinguishers and safety supplies and equipment, along with those that monitor and maintain security systems and devices. Automotive Rentals (SIC: 7513 and 7514; NAICS: 5321):This category includes businesses that provide short-term rental or long-term leasing of trucks, truck tractors or semi-trailers. This category also includes businesses that provide short-term rental of passenger cars. Locksmiths (SIC: 7699-11; NAICS: 561622):This category includes businesses that provide lock and key repair and maintenance, including key duplicating and lock and key parts. Movie Theaters (SIC: 7832; NAICS: 51213):This category includes businesses that show movies in a specified theater location. Video Tape Rental Centers (SIC: 7841; NAICS: 53223):This category includes businesses that rent recorded video tapes and disks to the general public. Live Entertainment (SIC: 7922; NAICS: 7111):This category includes producers of live theater and other live performances. Sports Clubs (SIC: 7941; NAICS: 711211):This category includes businesses that operate and promote professional and semiprofessional athletic clubs; promoting athletic events, including amateur; and managing individual athletes. Race Tracks (SIC: 7948; NAICS: 711212):This category includes racing tracks and race track operations. Physical Fitness Facilities (SIC: 7991; NAICS: 71394):This category includes gyms and other facilities offering physical fitness services Amusement Parks (SIC: 7996; NAICS: 7131):This category includes amusement parks that offer rides and other forms of entertainment. Examples include Six Flags and Disneyland theme parks. Tourist Attractions (SIC: 7999; NAICS: 71212):This category includes other tourist attractions and recreations services that don’t fall under other categories. Medical Doctors (SIC: 8011; NAICS: 621111):This category includes licensed practitioners with a M.D. degree and providing the practice of general or specialized medicine and surgery. Hospitals (SIC: 8062 and 8069; NAICS: 6221):This category includes businesses providing general medical and surgical services along with other hospital services. This category also includes those that provide diagnostic services, treatment and other hospital services for specialized categories of patients. This category does not include mental health services. Mental Health Services (SIC: 8063; NAICS: 6222):This category includes businesses providing general medical services and diagnostic services along with inpatient treatment for the mentally ill. Home Health Care Services (SIC: 8082 and 8361; NAICS: 623):This category includes those that provide skilled nursing or medical care in the home under the supervision of a physician. Colleges and Universities (SIC: 8221; NAICS 6112):This category includes colleges, universities and professional schools providing academic courses and granting academic degrees. Child Day Care (SIC: 8351; NAICS: 62441):This category includes businesses providing care for infants and/or children or in providing prekindergarten education. This category does not include babysitting services. Political Organizations (SIC: 8651; NAICS: 81394):This category includes membership organizations created to promote the interests of a national, state or local political party or candidate. Religious Organizations (SIC: 8661; NAICS: 18311):This category includes religious organizations operating for worship, religious training, or study, government or administration of an organized religion or for promotion of religious activities and those maintained by religious organizations. Accountants/Bookkeepers (SIC: 7291 and 8721; NAICS: 5412):This category includes businesses that provide tax return services, accounting services, bookkeeping and related audit services. All Other Business Locations (SIC: 23000; NAICS: 23):This group includes all business locations and categories not broken out in the above list. Past Category Definitions:The following are categories that Borrell Associates no longer breaks out separately in ad spending estimate reports but have been broken out in the past. Other Entertainment (SIC: 7812-7829):This category includes businesses producing and distributing motion pictures, video tape and DVD. Wine and Liquor Distributors (SIC: 5182; NAICS: 44531):This category includes businesses that provide wine and liquor products. Mobile Home Dealers (SIC: 5271; NAICS: 444):This category includes businesses that sell new and/or used mobile homes. Tobacco Retailers (SIC: 5993; NAICS: 453998):This category includes businesses that sell tobacco products. Trailer/RV Parks (SIC: 7033; NAICS: 7211):This category includes businesses that provide overnight or short-term sites for recreational vehicles, trailers, campers or tents. Appliances Service and Repair (SIC: 7629):This category includes businesses that repair electric and electronic equipment. This category does not include computer repair. Interior Decorating Services (SIC: 7389-09):This category includes businesses that provide decorating services for residential and commercial locations. Dance Studios and Schools (SIC: 7911; NAICS: 711):This category includes businesses operating dance studios, schools and public dance halls and ballrooms. Bowling Centers (SIC: 7933; NAICS: 711):This category includes bowling centers and bowling lanes.
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