Arbitron And Scarborough Unveil New Mall Shopper Audience Measurement

ARBITRON and SCARBOROUGH RESEARCH have announced a new audience metric that provides more precise measurements of the American mall shopper. THE SCARBOROUGH MALL SHOPPER AUDIENCE DATA is incorporated into an advertising reach and frequency model, enabling advertisers, ad agencies, media buyers, and other marketers to better understand the media value of their ads.

The 7-day mall shopping measurement supplements includes the past 30-day and 90-day metrics. SCARBOROUGH’s new mall-centric reach and frequency application anaylzes shopping patterns, lifestyles, and demographics of American consumers in order to help establish the value of a given mall audience.

The study provides data on approximately 1,500 different mall properties and in-depth profiles of their shoppers. SCARBOROUGH is surveying over 210,000 adults annually across 80 local markets.

ARBITRON VP/Advertiser Marketer Services ALISA JOSEPH said, "Malls are emerging as a critical marketing platform. Advertisers benefit because of the unique ability to reach consumers who are in the buying mindset and in close proximity to the point of purchase. "The availability of these new audience measurements for the shopping center industry enhances the depth of information on mall media for the entire advertising community. These new measures provide important insights as mall developers, retailers, and agencies are seeking to identify ‘place-based media’ that can have an impact on their bottom line."

"As a leading media and marketing research firm with a long history of measuring the American shopper locally, adding a mall audience measurement has been a perfect fit for SCARBOROUGH," commented SCARBOROUGH RESEARCH President BOB COHEN. "Capturing valuable insights on the lifestyles, media behaviors, and retail/shopping patterns is the service we provide to our clients. We are enthusiastic about combining these abilities to provide a new Mall Shopper Audience metric to the marketing community."

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