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Scarborough Adds Mall Audience Data
Scarborough Research and Arbitron have announced the launch of a new data set giving detailed information about mall shoppers in the US. The Scarborough Mall Shopper Audience data will be integrated with reach and frequency models for mall ads and promotions.
After consulting with ad agency decision-makers, Scarborough developed a 'shopping center-centric' reach and frequency application and expanded its multi-media local market syndicated study to collect information on 'past 7-day' shopping for individual malls and shopping centers. This supplements the study's existing 'past 30-day' and 'past 90-day' metrics, giving planners and buyers the ability to assess unique shopping center visitors and the frequency of their mall visits, and analyse them by demographics. The partners say that as a result shopping venues 'can now be credibly evaluated as part of the communications mix in a traditional multimedia advertising campaign.'
Arbitron was hired two years ago by Stewart Stockdale, CMO of Simon Property Group (SPG) and a leading exponent of the 'mall-as-media' concept, to assess ad reach in Simon's own malls, beginning a chain of events which has led to this week's announcement. 'This is a major breakthrough for the shopping center industry as it relates to the advertising and marketing community' says Stockdale. 'For the first time, we can quantify the specific value of national brand advertising, marketing, and consumer promotions in our malls using terms that are familiar to the advertising community and a measurement the industry understands.' SPG has a total market capitalization of approximately $44 billion and owns or has interests in 284 properties covering around 200 million square feet.
'Malls are emerging as a critical marketing platform' confirms Alisa Joseph, VP of Advertiser Marketer Services for Arbitron Inc. and Scarborough Research. 'Advertisers benefit because of the unique ability to reach consumers who are in the buying mindset and in close proximity to the point of purchase.' Bob Cohen, President, Scarborough Research, says the new system is 'a perfect fit' for his company, with its 'long history of measuring the American shopper locally.'
Shopping center developers can already use Scarborough to examine the mix of retailers, restaurants, events and amenities offered at a given shopping venue. The new study measures mall shopping behavior and preferences for 1,500 different mall properties.
The above firms are online www.scarborough.com , www.arbitron.com and www.simon.com .
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