Nielsen Expands Scarborough to 210 DMAs

Nielsen has announced plans to expand Nielsen Scarborough, the market-leading, in-market consumer insights service, to local markets nationwide. Scarborough provides in-depth consumer behavior data on more than 2,000 categories about local shopping, product purchasing, lifestyle and media usage to give media companies, agencies and advertisers a complete view of the local market consumer. The expansion, which will begin introducing new markets in the second half of 2017, will add 59 designated market areas (DMAs) to the 151 currently measured, providing measurement nationwide of more than 300,000 adults annually. With this expansion, Scarborough will now bring newspaper currency measurement to the remaining markets across the U.S.

“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.”

Broadcast TV, local cable, audio and newspapers in every DMA will now be able to provide their clients with compelling information about how they influence where local consumers shop and what they buy, while also opening the door to integrate additional third party datasets. This effort will directly combine Nielsen’s TV and radio ratings with the rich local Scarborough behavioral data, enhanced with credit card transaction data from Nielsen Buyer Insights and automotive data from third parties.

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.”