Nielsen: YP in Top 10 for November

We may have an apples to pomegranates situation here but Nielsen is showing this search volume/share data for November:

At number 10 is “Yellow Pages Search.” But what does this mean?

I’m too lazy/busy this morning to pursue it directly with Nielsen. Is this an individual site (i.e., or a type of lookup that Nielsen is designating as “yellow pages.” Everyone above yellow pages is a brand/individual site or network associated with a brand so that suggests this is

But see this:

What do you think? And what does it mean?

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