In the US, Arbitron and Nielsen joint venture Scarborough Research says it is considering the possibilities of expanding into additional ‘mid-tier’ local markets.
Scarborough measures the lifestyle and shopping patterns, media behaviors and demographics of American consumers. Currently the company measures 81 of the 210 TV markets in the US through its ‘top-tier’ service, and during the past two years has also conducted research in 15 ‘mid-tier’ areas. Both services measure the retail shopping behaviour, multimedia usage and leisure/lifestyle patterns of adults aged 18 and older.
Gregg Lindner, EVP of Research and Operations, says the expansion is being considered due to the positive response to its work in the mid-tier sector.
‘The Scarborough brand name is synonymous with local marketing,’ states President and CEO Bob Cohen. ‘The marketplace receptivity and interest in our mid-tier services demonstrates that there is an escalating demand for our customers to understand consumer behavior in additional local markets.’
In November, a new service called Audience-FAX was launched, integrating data from Scarborough, NetRatings and comScore to give combined print and online newspaper audience stats (www.mrweb.com/drno/news7539.htm
Web sites: www.scarborough.com