{
  "meta": {
    "name": "US Massage Review Activity Index",
    "description": "An explainable 0-100 index of recent published-review coverage, velocity and freshness for United States massage directory regions.",
    "license": "CC BY 4.0",
    "attribution": "Rubmp",
    "citation": "Rubmp, \"US Massage Review Activity Index\" (2026-09-05), https://www.rubmp.com/massage-review-activity",
    "sourceUrl": "https://www.rubmp.com/massage-review-activity",
    "generatedAt": "2026-09-05T08:40:36.528Z",
    "snapshotDate": "2026-09-05",
    "effectiveReviewDateOrder": [
      "visitAt",
      "sourcePublishedAt",
      "createdAt"
    ],
    "weights": {
      "coverage": 0.4,
      "velocity": 0.3,
      "freshness": 0.3
    },
    "publicationGate": {
      "minimumBusinesses": 30,
      "minimumReviews365Days": 50,
      "leaderboardMinimumReviews90Days": 20
    },
    "antiGaming": {
      "rule": "Each business's 90-day review contribution is capped at the national P95 among businesses with recent reviews.",
      "capReviewsPerBusiness": 8
    },
    "normalization": {
      "method": "Each component is winsorized and scaled from 0 to 100 using the eligible-region national P5-P95 distribution.",
      "coveragePct": {
        "p5": 4.9,
        "p95": 21.7
      },
      "velocityPer100Businesses": {
        "p5": 6.5,
        "p95": 48.075
      },
      "medianFreshnessDays": {
        "p5": 117.7105998827662,
        "p95": 928.0698672323033
      },
      "regionCount": 1146
    },
    "caveats": [
      "The score measures published-review activity in this directory, not business quality, demand, safety or the total offline market.",
      "Coverage and velocity use the most recent 90 days; the score can change as reviews enter or leave that rolling window.",
      "A missing score means the region has not reached the publication sample gate, not that it has no massage businesses."
    ]
  },
  "national": {
    "businessCount": 107418,
    "reviewCount90": 24766,
    "cappedReviewCount90": 21616,
    "reviewCount365": 248699,
    "activeBusinessCount90": 11877,
    "activeBusinessCount365": 51891,
    "reviewedBusinessCount": 87943,
    "medianFreshnessDays": 217.24371134109953,
    "coveragePct": 11.1,
    "velocityPer100Businesses": 20.1,
    "regionId": null,
    "slug": "united-states",
    "name": "United States",
    "parentId": null,
    "parentSlug": null,
    "parentName": null,
    "scope": "national",
    "lastUpdatedAt": "2026-08-21T13:58:12.279Z",
    "eligible": true,
    "leaderboardEligible": true,
    "gateReasons": [],
    "score": 50.9,
    "label": "Moderate",
    "components": {
      "coverage": 36.9,
      "velocity": 32.7,
      "freshness": 87.7
    },
    "rank": null
  },
  "regions": [
    {
      "scope": "state",
      "slug": "alabama",
      "name": "Alabama",
      "state": "Alabama",
      "score": 51.1,
      "label": "Moderate",
      "rank": 248,
      "businesses": 1310,
      "reviews90": 213,
      "reviews365": 3605,
      "activeBusinesses90": 150,
      "coveragePct": 11.5,
      "cappedVelocityPer100Businesses": 16.3,
      "medianFreshnessDays": 162.4,
      "coverageComponent": 39.3,
      "velocityComponent": 23.6,
      "freshnessComponent": 94.5,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "al-auburn",
      "name": "Auburn",
      "state": "Alabama",
      "score": 56.8,
      "label": "Moderate",
      "rank": null,
      "businesses": 36,
      "reviews90": 5,
      "reviews365": 142,
      "activeBusinesses90": 5,
      "coveragePct": 13.9,
      "cappedVelocityPer100Businesses": 13.9,
      "medianFreshnessDays": 116.8,
      "coverageComponent": 53.6,
      "velocityComponent": 17.8,
      "freshnessComponent": 100,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "al-birmingham",
      "name": "Birmingham",
      "state": "Alabama",
      "score": 54.3,
      "label": "Moderate",
      "rank": null,
      "businesses": 81,
      "reviews90": 18,
      "reviews365": 154,
      "activeBusinesses90": 10,
      "coveragePct": 12.3,
      "cappedVelocityPer100Businesses": 22.2,
      "medianFreshnessDays": 242.2,
      "coverageComponent": 44,
      "velocityComponent": 37.8,
      "freshnessComponent": 84.6,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "al-cullman",
      "name": "Cullman",
      "state": "Alabama",
      "score": 54.1,
      "label": "Moderate",
      "rank": null,
      "businesses": 73,
      "reviews90": 13,
      "reviews365": 189,
      "activeBusinesses90": 9,
      "coveragePct": 12.3,
      "cappedVelocityPer100Businesses": 17.8,
      "medianFreshnessDays": 162.9,
      "coverageComponent": 44,
      "velocityComponent": 27.2,
      "freshnessComponent": 94.4,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "al-dothan",
      "name": "Dothan",
      "state": "Alabama",
      "score": 41,
      "label": "Moderate",
      "rank": null,
      "businesses": 74,
      "reviews90": 9,
      "reviews365": 237,
      "activeBusinesses90": 6,
      "coveragePct": 8.1,
      "cappedVelocityPer100Businesses": 12.2,
      "medianFreshnessDays": 138.1,
      "coverageComponent": 19,
      "velocityComponent": 13.7,
      "freshnessComponent": 97.5,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "al-florence",
      "name": "Florence",
      "state": "Alabama",
      "score": 41,
      "label": "Moderate",
      "rank": null,
      "businesses": 58,
      "reviews90": 6,
      "reviews365": 145,
      "activeBusinesses90": 5,
      "coveragePct": 8.6,
      "cappedVelocityPer100Businesses": 10.3,
      "medianFreshnessDays": 131.6,
      "coverageComponent": 22,
      "velocityComponent": 9.1,
      "freshnessComponent": 98.3,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "al-foley",
      "name": "Foley",
      "state": "Alabama",
      "score": 47.6,
      "label": "Moderate",
      "rank": null,
      "businesses": 38,
      "reviews90": 5,
      "reviews365": 145,
      "activeBusinesses90": 4,
      "coveragePct": 10.5,
      "cappedVelocityPer100Businesses": 13.2,
      "medianFreshnessDays": 131.6,
      "coverageComponent": 33.3,
      "velocityComponent": 16.1,
      "freshnessComponent": 98.3,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "al-gulf-shores",
      "name": "Gulf Shores",
      "state": "Alabama",
      "score": 89.4,
      "label": "Very active",
      "rank": null,
      "businesses": 45,
      "reviews90": 15,
      "reviews365": 179,
      "activeBusinesses90": 10,
      "coveragePct": 22.2,
      "cappedVelocityPer100Businesses": 33.3,
      "medianFreshnessDays": 114.2,
      "coverageComponent": 100,
      "velocityComponent": 64.5,
      "freshnessComponent": 100,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "al-huntsville",
      "name": "Huntsville",
      "state": "Alabama",
      "score": 75.6,
      "label": "Active",
      "rank": 142,
      "businesses": 73,
      "reviews90": 21,
      "reviews365": 201,
      "activeBusinesses90": 13,
      "coveragePct": 17.8,
      "cappedVelocityPer100Businesses": 28.8,
      "medianFreshnessDays": 149.2,
      "coverageComponent": 76.8,
      "velocityComponent": 53.6,
      "freshnessComponent": 96.1,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "al-jasper",
      "name": "Jasper",
      "state": "Alabama",
      "score": 68.7,
      "label": "Active",
      "rank": null,
      "businesses": 34,
      "reviews90": 7,
      "reviews365": 86,
      "activeBusinesses90": 6,
      "coveragePct": 17.6,
      "cappedVelocityPer100Businesses": 20.6,
      "medianFreshnessDays": 164.7,
      "coverageComponent": 75.6,
      "velocityComponent": 33.9,
      "freshnessComponent": 94.2,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "al-madison",
      "name": "Madison",
      "state": "Alabama",
      "score": 66,
      "label": "Active",
      "rank": null,
      "businesses": 54,
      "reviews90": 13,
      "reviews365": 232,
      "activeBusinesses90": 8,
      "coveragePct": 14.8,
      "cappedVelocityPer100Businesses": 24.1,
      "medianFreshnessDays": 125.5,
      "coverageComponent": 58.9,
      "velocityComponent": 42.3,
      "freshnessComponent": 99,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "al-mobile",
      "name": "Mobile",
      "state": "Alabama",
      "score": 53.4,
      "label": "Moderate",
      "rank": null,
      "businesses": 75,
      "reviews90": 10,
      "reviews365": 233,
      "activeBusinesses90": 10,
      "coveragePct": 13.3,
      "cappedVelocityPer100Businesses": 13.3,
      "medianFreshnessDays": 159.6,
      "coverageComponent": 50,
      "velocityComponent": 16.4,
      "freshnessComponent": 94.8,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "al-montgomery",
      "name": "Montgomery",
      "state": "Alabama",
      "score": 41.5,
      "label": "Moderate",
      "rank": null,
      "businesses": 31,
      "reviews90": 3,
      "reviews365": 84,
      "activeBusinesses90": 3,
      "coveragePct": 9.7,
      "cappedVelocityPer100Businesses": 9.7,
      "medianFreshnessDays": 177.7,
      "coverageComponent": 28.6,
      "velocityComponent": 7.7,
      "freshnessComponent": 92.6,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "al-opelika",
      "name": "Opelika",
      "state": "Alabama",
      "score": 48.2,
      "label": "Moderate",
      "rank": null,
      "businesses": 43,
      "reviews90": 6,
      "reviews365": 104,
      "activeBusinesses90": 5,
      "coveragePct": 11.6,
      "cappedVelocityPer100Businesses": 14,
      "medianFreshnessDays": 202.5,
      "coverageComponent": 39.9,
      "velocityComponent": 18,
      "freshnessComponent": 89.5,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "al-tuscaloosa",
      "name": "Tuscaloosa",
      "state": "Alabama",
      "score": 67.2,
      "label": "Active",
      "rank": null,
      "businesses": 68,
      "reviews90": 15,
      "reviews365": 236,
      "activeBusinesses90": 11,
      "coveragePct": 16.2,
      "cappedVelocityPer100Businesses": 22.1,
      "medianFreshnessDays": 145.4,
      "coverageComponent": 67.3,
      "velocityComponent": 37.5,
      "freshnessComponent": 96.6,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "ar-benton",
      "name": "Benton",
      "state": "Arkansas",
      "score": 28.6,
      "label": "Limited",
      "rank": null,
      "businesses": 33,
      "reviews90": 2,
      "reviews365": 96,
      "activeBusinesses90": 1,
      "coveragePct": 3,
      "cappedVelocityPer100Businesses": 6.1,
      "medianFreshnessDays": 156.6,
      "coverageComponent": 0,
      "velocityComponent": 0,
      "freshnessComponent": 95.2,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "ar-bentonville",
      "name": "Bentonville",
      "state": "Arkansas",
      "score": 28.9,
      "label": "Limited",
      "rank": null,
      "businesses": 37,
      "reviews90": 2,
      "reviews365": 126,
      "activeBusinesses90": 2,
      "coveragePct": 5.4,
      "cappedVelocityPer100Businesses": 5.4,
      "medianFreshnessDays": 181.2,
      "coverageComponent": 3,
      "velocityComponent": 0,
      "freshnessComponent": 92.2,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "ar-conway",
      "name": "Conway",
      "state": "Arkansas",
      "score": 56.2,
      "label": "Moderate",
      "rank": null,
      "businesses": 75,
      "reviews90": 19,
      "reviews365": 253,
      "activeBusinesses90": 8,
      "coveragePct": 10.7,
      "cappedVelocityPer100Businesses": 25.3,
      "medianFreshnessDays": 148.5,
      "coverageComponent": 34.5,
      "velocityComponent": 45.2,
      "freshnessComponent": 96.2,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "ar-fayetteville",
      "name": "Fayetteville",
      "state": "Arkansas",
      "score": 50.4,
      "label": "Moderate",
      "rank": null,
      "businesses": 72,
      "reviews90": 12,
      "reviews365": 221,
      "activeBusinesses90": 8,
      "coveragePct": 11.1,
      "cappedVelocityPer100Businesses": 16.7,
      "medianFreshnessDays": 163.5,
      "coverageComponent": 36.9,
      "velocityComponent": 24.5,
      "freshnessComponent": 94.3,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "ar-fort-smith",
      "name": "Fort Smith",
      "state": "Arkansas",
      "score": 39.1,
      "label": "Limited",
      "rank": null,
      "businesses": 80,
      "reviews90": 8,
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      "activeBusinesses90": 7,
      "coveragePct": 8.8,
      "cappedVelocityPer100Businesses": 10,
      "medianFreshnessDays": 190.4,
      "coverageComponent": 23.2,
      "velocityComponent": 8.4,
      "freshnessComponent": 91,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "ar-harrison",
      "name": "Harrison",
      "state": "Arkansas",
      "score": 41,
      "label": "Moderate",
      "rank": null,
      "businesses": 30,
      "reviews90": 3,
      "reviews365": 76,
      "activeBusinesses90": 3,
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      "cappedVelocityPer100Businesses": 10,
      "medianFreshnessDays": 217.1,
      "coverageComponent": 30.4,
      "velocityComponent": 8.4,
      "freshnessComponent": 87.7,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "ar-hot-springs",
      "name": "Hot Springs",
      "state": "Arkansas",
      "score": 49.4,
      "label": "Moderate",
      "rank": null,
      "businesses": 71,
      "reviews90": 9,
      "reviews365": 203,
      "activeBusinesses90": 8,
      "coveragePct": 11.3,
      "cappedVelocityPer100Businesses": 12.7,
      "medianFreshnessDays": 125.4,
      "coverageComponent": 38.1,
      "velocityComponent": 14.9,
      "freshnessComponent": 99,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "state",
      "slug": "arizona",
      "name": "Arizona",
      "state": "Arizona",
      "score": 51.6,
      "label": "Moderate",
      "rank": 245,
      "businesses": 2429,
      "reviews90": 404,
      "reviews365": 5791,
      "activeBusinesses90": 291,
      "coveragePct": 12,
      "cappedVelocityPer100Businesses": 16.6,
      "medianFreshnessDays": 188.2,
      "coverageComponent": 42.3,
      "velocityComponent": 24.3,
      "freshnessComponent": 91.3,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "state",
      "slug": "arkansas",
      "name": "Arkansas",
      "state": "Arkansas",
      "score": 44.1,
      "label": "Moderate",
      "rank": 276,
      "businesses": 1029,
      "reviews90": 139,
      "reviews365": 2560,
      "activeBusinesses90": 100,
      "coveragePct": 9.7,
      "cappedVelocityPer100Businesses": 13.5,
      "medianFreshnessDays": 182.4,
      "coverageComponent": 28.6,
      "velocityComponent": 16.8,
      "freshnessComponent": 92,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "ar-little-rock",
      "name": "Little Rock",
      "state": "Arkansas",
      "score": 29.8,
      "label": "Limited",
      "rank": null,
      "businesses": 75,
      "reviews90": 5,
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      "coveragePct": 6.7,
      "cappedVelocityPer100Businesses": 6.7,
      "medianFreshnessDays": 242.7,
      "coverageComponent": 10.7,
      "velocityComponent": 0.5,
      "freshnessComponent": 84.6,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "ar-mountain-home",
      "name": "Mountain Home",
      "state": "Arkansas",
      "score": 39.5,
      "label": "Limited",
      "rank": null,
      "businesses": 51,
      "reviews90": 6,
      "reviews365": 154,
      "activeBusinesses90": 4,
      "coveragePct": 7.8,
      "cappedVelocityPer100Businesses": 11.8,
      "medianFreshnessDays": 150.9,
      "coverageComponent": 17.3,
      "velocityComponent": 12.7,
      "freshnessComponent": 95.9,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "ar-rogers",
      "name": "Rogers",
      "state": "Arkansas",
      "score": 68.6,
      "label": "Active",
      "rank": null,
      "businesses": 60,
      "reviews90": 16,
      "reviews365": 218,
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      "cappedVelocityPer100Businesses": 26.7,
      "medianFreshnessDays": 115.2,
      "coverageComponent": 60.1,
      "velocityComponent": 48.6,
      "freshnessComponent": 100,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "ar-searcy",
      "name": "Searcy",
      "state": "Arkansas",
      "score": 51.3,
      "label": "Moderate",
      "rank": null,
      "businesses": 48,
      "reviews90": 6,
      "reviews365": 126,
      "activeBusinesses90": 6,
      "coveragePct": 12.5,
      "cappedVelocityPer100Businesses": 12.5,
      "medianFreshnessDays": 148.5,
      "coverageComponent": 45.2,
      "velocityComponent": 14.4,
      "freshnessComponent": 96.2,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "ar-springdale",
      "name": "Springdale",
      "state": "Arkansas",
      "score": 61,
      "label": "Active",
      "rank": null,
      "businesses": 62,
      "reviews90": 15,
      "reviews365": 157,
      "activeBusinesses90": 8,
      "coveragePct": 12.9,
      "cappedVelocityPer100Businesses": 24.2,
      "medianFreshnessDays": 138.7,
      "coverageComponent": 47.6,
      "velocityComponent": 42.6,
      "freshnessComponent": 97.4,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "az-apache-junction",
      "name": "Apache Junction",
      "state": "Arizona",
      "score": 64.3,
      "label": "Active",
      "rank": null,
      "businesses": 37,
      "reviews90": 7,
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      "coveragePct": 16.2,
      "cappedVelocityPer100Businesses": 18.9,
      "medianFreshnessDays": 160.5,
      "coverageComponent": 67.3,
      "velocityComponent": 29.8,
      "freshnessComponent": 94.7,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "az-avondale",
      "name": "Avondale",
      "state": "Arizona",
      "score": 75.7,
      "label": "Active",
      "rank": null,
      "businesses": 40,
      "reviews90": 8,
      "reviews365": 133,
      "activeBusinesses90": 8,
      "coveragePct": 20,
      "cappedVelocityPer100Businesses": 20,
      "medianFreshnessDays": 116.5,
      "coverageComponent": 89.9,
      "velocityComponent": 32.5,
      "freshnessComponent": 100,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "az-bullhead-city",
      "name": "Bullhead City",
      "state": "Arizona",
      "score": 79.6,
      "label": "Active",
      "rank": null,
      "businesses": 52,
      "reviews90": 15,
      "reviews365": 161,
      "activeBusinesses90": 10,
      "coveragePct": 19.2,
      "cappedVelocityPer100Businesses": 28.8,
      "medianFreshnessDays": 133,
      "coverageComponent": 85.1,
      "velocityComponent": 53.6,
      "freshnessComponent": 98.1,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "az-casa-grande",
      "name": "Casa Grande",
      "state": "Arizona",
      "score": 45.6,
      "label": "Moderate",
      "rank": null,
      "businesses": 71,
      "reviews90": 10,
      "reviews365": 219,
      "activeBusinesses90": 7,
      "coveragePct": 9.9,
      "cappedVelocityPer100Businesses": 14.1,
      "medianFreshnessDays": 168.1,
      "coverageComponent": 29.8,
      "velocityComponent": 18.3,
      "freshnessComponent": 93.8,
      "snapshotDate": "2026-09-05"
    },
    {
      "scope": "local",
      "slug": "az-chandler",
      "name": "Chandler",
      "state": "Arizona",
      "score": 57.3,
      "label": "Moderate",
      "rank": null,
      "businesses": 50,
      "reviews90": 11,
      "reviews365": 95,
      "activeBusinesses90": 9,
      "coveragePct": 18,
      "cappedVelocityPer100Businesses": 22,
      "medianFreshnessDays": 524.2,
      "coverageComponent": 78,
      "velocityComponent": 37.3,
      "freshnessComponent": 49.8,
      "snapshotDate": "2026-09-05"
    },
    {
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