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The ten nearest audiences to IGA span discount retail, small-town dining, and rural services — a mix that reflects the character of the cluster rather than any single dominant pull. Similarity scores range from 0.87 at the top to 0.83 at position ten, a narrow band consistent with the flat shape.
The retail end of the cluster is anchored by Dollar General (0.87) and Tractor Supply Co. (0.86), both serving non-urban, value-oriented shoppers. Two service-category entries — Miscellaneous (0.87) and Walmart Photo Center (0.87) — sit at the very top, suggesting the audience shape aligns with a broad, everyday-errand profile rather than a specialized one. Three restaurant entries round out the set: Hunt Brothers Pizza (0.87), China King (0.84), and Simple Simon's Pizza (0.83) — all casual, accessible formats common in smaller markets. Russell Cellular (0.85) and Hibbett Sports (0.84) add retail variety, while #SwampPeople (0.85) is the lone media property in the top 10. No other general grocery store appears among the ten nearest neighbors — the audience shape IGA shares most closely belongs to discount stores, local eateries, and rural-service retail rather than to grocery competitors.
The flat distribution across these subcategories points to an audience defined less by a single category affinity and more by a consistent geographic and lifestyle footprint.
