Welcome to Dialog, Scarborough’s Digital Publication

Dialog is your resource for insights into local markets and consumer trends, and a springboard for ideas and perspectives on reaching your target clientele. Dialog features original content from Scarborough thought leaders and is the ultimate tool for understanding how to reach American consumers in the markets in which they live. Below are a few featured articles. View all articles by going to the navigation tabs on the top of the page.

Who Has The “Home Court Advantage” In The 2016 NBA All-Star Game?


On February 14, 2016 NBA history will be made. For the first time in 65 years the NBA All-Star game is leaving the United States and heading north of the border to Toronto. The NBA has long been a league with international diversity among its players, and that was reflected in this year’s team roster. Among the leading … [Read More...]

Super Bowl 50: Why America’s Big Game Scores A Touchdown With Major Advertisers


The Super Bowl is the crown jewel of the American sports calendar. This year’s 50th anniversary match-up between the Carolina Panthers and Denver Broncos promises to deliver a robust audience where advertisers scramble for the limited advertising opportunities during the game. Given advertisers have a variety of sports … [Read More...]

Star Power Influences African-American Consumers


Celebrities can have qualities that are both aspirational as well as relatable and marketers often depend on these strong connections to gain consumer trust, build brand loyalty, and increase sales of products and services. But just how important are celebrities in motivating various consumer segments and is it worth … [Read More...]

BCS National Championship Delivers a Win-Win With Viewers

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Only a few more days until the BCS National Championship game where Clemson will take on Alabama for the crown title of college football. While college football fans are busy making plans to view Monday’s game, marketers have been planning their advertising strategies for months. The question is, will those strategies … [Read More...]

New Year,New You- The Recipe For Weight Loss Success


Every year, losing weight tops the list of New Year’s resolutions. But of all those resolved to shed pounds from their frames, how many will be successful? And of those who are successful, what is their secret to success? Nielsen Scarborough examined the behaviors of adults 18+ who said they are usually successful on … [Read More...]

Increase Holiday Sales By Unwrapping Gift Splurgers


Download a free infographic one-sheet highlighting Gift Splurgers       According to the National Retail Federation, 2015 holiday sales are expected to reach an estimated $630.5 billion dollars. In order for retailers, manufacturers and shopping outlets to get their fair share of the … [Read More...]

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