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At 0.9467, RFD-TV is the stronger of two distinct peaks in John Deere's top 10 — with Bomgaars, a farm-and-ranch supply retailer, close behind at 0.9292. These two neighbors sit noticeably above the rest of the set, which runs from 0.9087 down to 0.8637, and together they define the structural character of this audience.
The shape is two-peak, meaning John Deere's audience bridges two overlapping but distinct neighborhoods: a media cluster anchored by a TV channel (RFD-TV) and a retail cluster anchored by hardware and supply stores (Bomgaars at 0.9292, Do It Best at 0.8842). Below those two peaks, the remaining eight neighbors span a wide range of subcategories — Cobblestone Inn & Suites (mid-range hotels, 0.9087), Kristi Noem (politicians, 0.8849), Casey's (convenience, 0.8790), Busch Beer (alcohol, 0.8679), Jeep (car makers, 0.8654), Godfather's Pizza (fast casual dining, 0.8644), and Polaris (motorcycles, 0.8637). No two neighbors in the top 10 share the same subcategory except home improvement and hardware, which appears twice. The diversity of subcategories — lodging, politics, fuel retail, alcohol, automotive, dining — points to an audience defined less by any single category than by a consistent geographic and lifestyle profile that cuts across all of them.
The two-peak structure reveals an audience that is simultaneously a media consumer and a hands-on retail customer, with the gap between those two peaks being narrower than the gap between them and everything else.
