Scarborough Expands Mid-tier Local Market Service

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By: Katy Bachman, Mediaweek

Scarborough Research announced Thursday it is expanding its mid-tier local market service with the addition of 17 markets.

With this move, Scarborough will provide custom local market qualitative studies on retail patterns, lifestyles, demographics and multimedia use to 36 mid-tier markets.

Some of the new markets now included in the mid-tier local service
include Charleston, S.C.; Jackson, Miss.; and Peoria, Ill. Scarborough
will begin to release the first data to clients next month.

“In a down economy, local market research becomes even more critical,” said Kim Main, Scarborough’s senior director of custom research. “It can help marketers and media professionals fine-tune their strategies and better focus efforts in order to realize greater efficiencies for their marketing and advertising programs.

Scarborough, a joint venture between Arbitron and Nielsen, also provides syndicated consumer insight studies in 81 top-tier markets.

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