Data not showing in pivot table

I have a named range "data" which is linked to a pivot table. I have a field called "IB" that clearly has data in the source. When I put this "IB" item in the pivot table, it shows a count of items, but when I try to get it to display "MAX", it displays zero! I've checked and double-checked my pivots. I've refreshed, I've checked the range. It just does not tell me the 'max' of "IB".

It's really irritating me! I cannot figure this one out. Please help?

Your data must be stored as text, so the max is 0. Assuming it should numeric, try copying a blank cell, then Paste Special, Values, Add over the top of the source data to convert it to numeric and then refresh the pivot table.