Why is this? Like what is their benefit? This is like polling companies refusing to release data on which politician gets what percentage. Nonsense!
Companies pay to have access to NPD figures. If they get released or leaked why would people pay for the figures. That is my thinking anyway.
This is 100% true but still doesn't explain the complete lock down of numbers.
The NPD reports that companies pay for are huge. The volume of data and analysis is just massive. The top 10 list is just a tiny, and somewhat irrelevant sliver, of what NPD reports cover and are valued for. By that I mean no company is paying $10k per month just for top 10 lists. It's the deep dive they pay for. The return sales for warranty information they pay for. The trending analysis they pay for. They predictive analytics they pay for. The regional data they pay for. They tie-ins with marketing budgets to measure ROI they pay for. The individual store POS to stock level data they pay for. It's the retailer vs retailer data they pay for. It's the weekly (not just monthly) data they pay for.
This whole hide the monthly top 10 from consumers bit because it would devalue the overall product....? Like an NPD subscription itself, I don't buy that.