Nielsen Scarborough Sales Manager Toolkit: Highlight The Strength Of Newspaper’s Total Audience In Your Market

HEADLINE: BIGGEST BENEFIT WITHOUT PRODUCT NAME (Brandon Light 30

Even as the audiences for digital platforms continue to grow, readership of the printed newspaper is still strong.  In print and online, newspaper media remain an engaging and powerful way to reach consumers.  When showcasing newspaper readership in your market, it is important to illustrate the powerful role that print plays in the mix, while continuing to feature the key demographic and consumer … [Read more...]

Giving Back On #GivingTuesday

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Celebrated on the Tuesday following Thanksgiving, #GivingTuesday kicks off the charitable season, when many focus on their holiday and end-of-year giving. #GivingTuesday harnesses the power of social media and the generosity of people around the world to bring about real change in their communities. It brings together the collective power of a unique blend of partners, nonprofits, civic … [Read more...]

Nielsen Scarborough Top 10 – Deal Seekers

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Good things come to those who wait.  And this is certainly true for the millions of Americans who wait each year until after Thanksgiving to tackle the task of holiday shopping.  Black Friday, Cyber Monday (and more recently, Small Business Saturday) have become synonymous with one thing: shopping deals!  So with the holiday shopping frenzy ready to kick off in a few days, and millions of adults … [Read more...]

Building Loyalty Among Millennial Hotel Guests

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The meteoric rise of shared economy options in the hotel industry has intensified the efforts of  many hotel chains when it comes to gaining and retaining loyal guests.  According to Nielsen Scarborough, of the over 151 million U.S. adults who stayed at a hotel/motel last year, Millennials accounted for one-third (34%), or more than 52 million, of those overnight guests.  That’s over a million a … [Read more...]

Creating the Perfect Combo: QSR And Location-Based Advertising

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The heavy saturation of the quick service restaurant (QSR) industry requires brands to be proactive and innovative when trying to attract customers.  Mobile advertising is a key way to reach customers who frequently visit their locations.  While many QSRs currently use geo-targeting to send mobile ads to potential customers in a designated range around a location, creating advertising that will … [Read more...]

Hitting a “Media” Home Run With The Non-Collegiate White Male Voter

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Representing approximately one quarter of the registered voting population, Non-Collegiate White Male Voters are over 46 million strong.   Heavily invested in the political future of their country, 82% report that they are registered to vote in their district of residence.  In this third article of our 2016 key voter segment series, we’ll focus on examining the media habits of the Non-Collegiate … [Read more...]

HIT A WINNER WITH ECO-FRIENDLY TENNIS FANS AT THIS YEAR’S U.S. OPEN

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The U.S. Open, the final grand slam major tournament of the year, is historically the highest attended and arguably most coveted event in professional tennis.  And this year, the stakes have only gotten higher, with the tournament offering the richest purse in tennis history, a whopping $46.3 million in total prize compensation!  The U.S. Open provides a huge platform for eco-friendly brands and … [Read more...]

Young, Multicultural Consumers Fuel Online Retail Purchasing Growth In Key Categories

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Do you  remember the first item you ever purchased online?  Or when you made that purchase? Online retail sales now represents $373 billion dollars or 11% of total retail sales and are expected to increase to over $500 billion by 2020, according to a recent MediaPost.com article. Nielsen Scarborough examined online buying categories to see which have experienced the largest growth over the past 5 … [Read more...]

Back to School Shopping: What Retailers Need to Know About Busy Parents

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As the Back to School shopping season kicks off it’s important for retailers to understand who their customers are and how they shop in order to create a positive shopping experience.  Retailers need to understand that not all shoppers are alike and cater the customer experience toward specific shopping segments.  “Busy Parents*”, parents with children under the age of 18 who agree “I am so busy, … [Read more...]

Online Categories Achieving Generational Parity

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People don’t often think about how frequent they go online.  For most persons, it has become an integrated, necessary part of everyday life.  Today, 84% of adults access the internet monthly and while there is still a slightly younger age skew, we are drawing nearer to the time when there will be little difference among generations for certain online habits and activities.  Except for the Greatest … [Read more...]

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