Scarborough Research has enhanced its consumer and media database with information about viewing of television program genres. Beginning with this month's release, in-depth qualitative information is available about consumers who watch program types from documentaries to reality dating shows.
'The ability to understand the viewers of specific television genres and cross-reference this against consumer lifestyle, shopping and other media measurements locally, regionally and nationally will give media and marketers a competitive edge in developing entertainment options and obtaining advertising sponsors,' said Steve Seraita, executive vice president of sales, Scarborough Research. The company asks clients for input to its questionnaire twice a year.
Scarborough also added new measurements in the insurance, sports, retail, Internet and lifestyle categories, and the data is available to clients on a local market level beginning this month.
Television genres used are:
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
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