Scarborough To Grow In Local Markets
March 26, 2008 at 1:30 PM (PT)
Taking advantage of what it sees a growing hole in the market of ratings research, SCARBOROUGH RESEARCH announced that it is in the process of fully exploring the option of measuring additional markets. On top of its 81 U.S. DMAs through its Top-Tier Service, SCARBOROUGH has added another 15 markets through a Mid-Tier study over the past two years.
The SCARBOROUGH survey measures retail shopping behavior, multimedia usage and leisure/lifestyle patterns of adults ages 18 and older. SCARBOROUGH plans to expand into new local markets so it can develop the optimal service to meet the local business opportunities. This information is used by media companies, advertising agencies and marketers in the planning, buying and selling of media, as well as in strategy development, customer acquisition and retention.
"The SCARBOROUGH brand name is synonymous with local marketing. Expanding the markets we survey is a logical extension of our expertise," Pres./CEO BOB COHEN said. "The marketplace receptivity and interest in our Mid-Tier services demonstrates that there is an escalating demand for our customers to understand consumer behavior in additional local markets. Taking into consideration the distinctions and dynamics of consumer purchasing and media preferences -- no matter if it is Main Street or Wall Street -- is paramount for success in today’s increasingly fragmented retail and media landscape."