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Scarborough [1] is a United States-based market research company that measures shopping patterns, media usage across platforms, and lifestyle trends of adults. Specializing in local and national consumer research, Scarborough measures over 100 local markets in the United States. Scarborough is headquartered in New York City.
Scarborough is a joint venture between The Nielsen Company and Arbitron. [2] Scarborough began as a subsidiary of VNU and was merged with Birch Radio in 1987. VNU then sold 50% of interest in Scarborough to Arbitron in 1992. VNU was renamed as the Nielsen Company in 2007. [3]
Scarborough's major services include:
Scarborough uses a 3-part survey with over 210,000 respondents. Industries served include print, digital, radio, broadcast TV, cable TV, out of home, agency and sports marketing. Scarborough’s Top-Tier Local Market Studies, [4] newspaper audience ratings, and multiple market and national studies are accredited by the Media Rating Council (MRC). [5]
As of 2013, Scarborough research interviewers were not empowered to remove contacted individuals from their lists on request, citing privacy concerns, [6] leading to complaints from an antagonized pool of potential respondents. In Q4 of 2015, that policy was changed.
Scarborough Sports Marketing is the Sports division of the overall brand of Scarborough. This division measures purchasing habits of sports fans for teams, leagues, marketers and media professionals. The data gathered by Scarborough is used by clients to learn more about and assist with corporate sponsorships, fan development, merchandising, promotion, competitive information, ticket sales, marketing, media selling, media placement and schedules. Scarborough’s studies are used to determine information on local and national markets throughout the United States.
Scarborough or Scarboro may refer to:
Nielsen may refer to:
Nielsen Audio is a consumer research company in the United States that collects listener data on radio broadcasting audiences. It was founded as the American Research Bureau by Jim Seiler in 1949 and became national by merging with Los Angeles-based Coffin, Cooper, and Clay in the early 1950s. The company's initial business was the collection of broadcast television ratings.
The Nielsen Corporation, self-referentially known as The Nielsen Company, and formerly known as ACNielsen or AC Nielsen, is a global marketing research firm, with worldwide headquarters in New York City, United States. Regional headquarters for North America are located in Chicago.
Arthur Charles Nielsen Sr. was an American businessman, electrical engineer and market research analyst who created and tracked the Nielsen ratings for television as founder of the A.C. Nielsen Company.
Nielsen Holdings Inc. is an American information, data and market measurement firm. Nielsen operates in over 100 countries and employs approximately 44,000 people worldwide.
A media market, broadcast market, media region, designated market area (DMA), television market area, or simply market is a region where the population can receive the same television and radio station offerings, and may also include other types of media such as newspapers and internet content. They can coincide or overlap with one or more metropolitan areas, though rural regions with few significant population centers can also be designated as markets. Conversely, very large metropolitan areas can sometimes be subdivided into multiple segments. Market regions may overlap, meaning that people residing on the edge of one media market may be able to receive content from other nearby markets. They are widely used in audience measurements, which are compiled in the United States by Nielsen Media Research. Nielsen measures both television and radio audiences since its acquisition of Arbitron, which was completed in September 2013.
Audience measurement measures how many people are in an audience, usually in relation to radio listenership and television viewership, but also in relation to newspaper and magazine readership and, increasingly, web traffic on websites. Sometimes, the term is used as pertaining to practices which help broadcasters and advertisers determine who is listening rather than just how many people are listening. In some parts of the world, the resulting relative numbers are referred to as audience share, while in other places the broader term market share is used. This broader meaning is also called audience research.
Birch Radio Ratings was a United States media audience measurement service that was founded in 1978 and grew internally and through acquisitions in the 1980s.
Retail media is marketing to consumers at or near their point of purchase, or point of choice between competing brands or products. Common techniques include in-store advertising, online advertising, sampling, loyalty cards and coupons or vouchers.
In North America, an out-of-market sports package is a form of subscription television that broadcasts sporting events to areas where the events were unable to be seen by viewers on other broadcast and cable television networks due to the games not being broadcast in their local market.
WOMG is a classic hits station licensed to Lexington, South Carolina and serves the Columbia, South Carolina market. The Cumulus Media outlet is licensed by the Federal Communications Commission (FCC) to broadcast at 98.5 MHz with an ERP of 6 kW. Its studios are located at the Granby Building in Cayce and the transmitter is in Columbia northeast of downtown.
Media buying refers to the procurement of advertising on mediums such as a television, newspapers, commercial radio, magazines, websites, mobile apps, over-the-top media services, out-of-home advertising etc. It also includes price negotiation and the appropriate placement of ads based on research to reach the right audiences considering the product, service and message being advertised. A media buyer is tasked to perform such activities.
Media planning is generally outsourced and entails sourcing and selecting optimal media platforms for a client's brand or product to use. The goal of media planning is to determine the best combination of media to achieve the clients objectives.
KLIR is a radio station licensed to serve Columbus, Nebraska, United States. The station is owned by Alpha Media, through licensee Digity 3E License, LLC. Digity owns and operates radio station throughout Nebraska and the Midwestern United States.
Nielsen Media Research (NMR) is an American firm that measures media audiences, including television, radio, theatre, films, and newspapers. NMR, headquartered in New York City, is best known for the Nielsen ratings, an audience measurement system of television viewership that for years has been the deciding factor in canceling or renewing television shows by television networks. As of May 2012, it is part of Nielsen Holdings.
Single-source data is the measurement of TV and/or other mass media's marketing exposure and purchase behavior, over time for the same individual or household. This measurement is gauged through the collection of data components supplied by one or more parties overlapped through a single, integrated system of data collection. How these data are stored is known as a single-source database.
Sports marketing as a concept has established itself as a branch of marketing over the past few decades, however, a generally accepted definition does not exist.
Fan loyalty is the loyalty felt and expressed by a fan towards the object of his/her fanaticism. Fan Loyalty is often used in the context of sports and the support of a specific team or institution. Fan loyalties can range from a passive support to radical allegiance and expressions of loyalty can take shape in many forms and be displayed across varying platforms. Fan loyalty can be threatened by team actions. The loyalties of sports fans in particular have been studied by psychologists, who have determined several factors that help to create such loyalties.
The Council for Research Excellence (CRE) is an independent research group created in 2005 and funded by Nielsen, with a mandate to advance the knowledge and practice of audience measurement methodology. The CRE identifies specific methodological research projects, selects research providers and reports the findings to Nielsen's client base. The organization has numerous working committees including: Big Data, Digital Research, Education, Local Measurement, Media Consumption & Engagement, Return Path Measurement, ROI, Sample Quality and Social Media. CRE is headquartered in New York City.