An expansion in it’s mid-tier local market service was announced by Scarborough Research today. With the addition of 17 new markets, Scarborough (a joint venture between Nielsen and Arbitron) will now be providing custom local market qualitative studies in 36 mid-tier markets. Some of the new markets include Bryan-College Station, TX; Charleston, SC; Joplin-Pittsburg, MO; Lincoln, NE; Peoria, IL; Youngstown, OH.
Included in this data will be retail patterns, lifestyles, demographics, and multimedia usage. Scarborough will begin to release the first data to clients next month.
Senior Director of Custom Research Kim Main stated, “In a down economy, local market research becomes even more critical. 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.”