Thursday, February 2, 2017
Nielsen Expands Scarborough to 210 DMAs
“Having Scarborough available in every local market is key for our local media measurement strategy across television, audio, newspaper, out-of-home and sports. 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,” said Megan Clarken, President, Product Leadership at Nielsen. “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.”
Media buyers and sellers will be able to leverage true local buyer indicators to deliver new opportunities based on the buying power of audiences and identifying consumers who are ready to buy across key spending categories. With more consumer buyer insights, enhanced demographic information, and improved analysis capabilities, agencies and advertisers will be able to more effectively identify their audience to deliver on their cross media campaign goals.
“By directly bringing together the local TV and radio currency data with the Scarborough true local market data, we can help our clients demonstrate the unique value of their audiences and enable advertisers to reach those valuable consumers across automotive, financial services, retail, telecommunications and many other spending categories,” said Clarken. “When Scarborough is combined with our plans to bring Nielsen’s best-in-class TV panels including out-of-home viewing with set-top-box data, clients will have unparalleled local TV measurement.”
Posted 3:28:00 AM