Scarborough to Expand Local Market Insights across US

In the US, Nielsen has announced plans to expand its in-market consumer insights service Nielsen Scarborough, to local markets nationwide.

Scarborough Research was founded in 1987as a joint venture between Nielsen and Arbitron, before the former acquired the latter in 2013. The firm provides in-depth consumer behavior data on more than 2,000 categories, covering local shopping, product purchasing, lifestyle and media usage to give clients a 'complete view' of the local market consumer.

The firm will begin introducing new markets in the second half of 2017, adding 59 designated market areas (DMA) to the 151 currently measured, and providing measurement nationwide of more than 300,000 adults annually. With this expansion, Scarborough will offer newspaper currency measurement to the remaining markets across the US, and help broadcast TV, local cable, audio and newspapers in every DMA provide their clients with information about how they influence where local consumers shop and what they buy. This effort will directly combine Nielsen's TV and Radio ratings with local Scarborough behavioral data, enhanced with credit card transaction data from Nielsen Buyer Insights and automotive data from third parties.

Megan Clarken (pictured), President, Product Leadership at Nielsen, comments: 'Scarborough's expertise to deliver true in-market, local consumer data will provide consistent qualitative insights making it easier to go beyond age and gender to find specific consumer segments in today's fragmented environment. Delivering on deeper local consumer insights enables buyers and sellers to make smarter decisions about local consumers based on where they shop, what they buy, what they do, and what they watch, read, and listen to'.

Web sites: www.nielsen.com and www.scarborough.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

• Nielsen Media Research
• All news