Scarborough Reviews Local Market Expansion - Radio World

Scarborough Reviews Local Market Expansion

It currently measures 81 “top-tier” and 15 “mid-tier” markets.
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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.

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