Scarborough Research plans to expand the number of markets it measures for shopping patterns, multimedia use and lifestyle patterns for adults 18+.
It currently measures 81 “top-tier” and 15 “mid-tier” markets.
Media companies, ad agencies and marketers use its data when buying ads, as well as for strategy development and for acquiring and retaining customers.
Scarborough is a joint venture of The Nielsen Company and Arbitron. In meetings with mid-and small market broadcasters, one of the biggest messages Arbitron hears is the need for expansion of local market qualitative data, it says.