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Scarborough to Measure TV Viewing by Genre
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:- Comedies
- daytime soap operas
- daytime talk shows
- documentaries
- dramas
- game shows
- kids shows
- late night talk shows
- local news (morning, evening, and late)
- movies
- music videos
- national/network news
- news magazines
- novellas
- reality/adventure
- reality/dating
- reality/talent
- science fiction and
- sports.
Sports categories added include Pro-Bowling (PBA), Pro-Bull Riding (PBR) and Monster Trucks, plus there are questions on brands purchased in the past 12 months, and interest in buying different types of tickets for local sports events.
In the Internet category, use of personal ads/dating has been added to 'how consumers use online services', as has the booking of travel reservations. Questions about Video On Demand (VOD) usage are new in the Cable section.
Scarborough Research is a joint venture between Arbitron Inc. and VNU Media Measurement & Information, and surveys more than 200,000 adults annually. It releases data to the marketplace twice yearly. The company's web site is at www.scarborough.com
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