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 and entertainment advertising options, what is it about the Super Bowl audience … [Read more...]

Sales Manager Toolkit: Illustrate Spending Power

The value of your audience takes a whole new meaning when using Nielsen Scarborough’s spending questions. Scarborough's tools provide simple approaches to find the mean, median, and total dollars spent for dozens of categories in the database. This edition of Scarborough’s Sales Manager Toolkit uses the grocery category to focus on the power of illustrating the revenue your audience can bring to a … [Read more...]

Sales Manager Toolkit: Securing Political Advertising Revenue

The 2012 election season is noted as the most expensive in history. What does this mean for the 2016 season and how will you secure your political advertising revenue? Advertisers and media planners/buyers use different media platforms to deliver messages – whether it’s TV, radio, online, out of home, print or email. Determining which platforms reach which voters is an ongoing discussion. As the … [Read more...]

Mobile Ad-Friendly Shoppers are Avid Readers of Newspaper Websites

As the emphasis on mobile advertising continues, Scarborough examined the 13 percent of U.S. adults who  are Mobile Ad-Friendly Shoppers* to see how they are consuming news. This group makes up 13 percent of the U.S. population and 29 percent of them have a household income of $100k or more annually. They avidly use their mobile devices to read newspapers and  are 15 percent more likely than the … [Read more...]

Madison Avenue Says “Thank You, Mom”

Procter & Gamble’s award-winning “Thank You, Mom” campaign is back, but it’s Madison Avenue who should be thanking moms. That’s because Moms* represent an atypical consumer group: adults who view advertising as something that is useful and enjoyable.  This is especially true if the ad delivers information on bargains or new products. The platform does not matter much to Moms. They are open to … [Read more...]

Sales Manager Toolkit: WAAA’s Audience Shows Back to School Spending Power

Although it seems like the kids just finished the school year, it's already time to start thinking about “Back to School” advertising campaigns. Gone are the simple days of a new pair of sneakers to begin the new year. Now, entire wardrobes, new sporting equipment,  laptops and tablets have become just as prevalent in Back to School shopping. This edition of the Scarborough Sales Manager Toolkit … [Read more...]

Hispanics with Teens at Home Are Open to Mobile Advertising

Hispanics with teens, ages 12-17, in the household are more likely to be open to receiving advertising on their mobile phone than other Hispanics, according to Scarborough's Hispanic market research with an analysis of cell phone statistics and attitudinal consumer data. This is particularly the case if the advertiser offers a benefit to the user in return. Scarborough finds that Hispanics with … [Read more...]

How Celebrity Endorsement Ads Influence Men’s Fashion Shopping

Increasingly, younger men are becoming the focus of outreach initiatives in brand categories not previously associated with male interests - fashion and beauty products. As marketers and advertisers work to get their messages noticed, many are using celebrity endorsement ads to get their appeals to pop. In order to illuminate how effective this tactic might be for men's fashion shopping, … [Read more...]

Engaging with Frequent Social Media Users

More companies than ever are incorporating social media into their marketing mix, but measuring the efficacy of these initiatives still has many people stumped. To provide a better understanding of who exactly is targeted with social media outreach, Scarborough reveals insights into the 26 percent of internet-enabled American adults who spend one or more hour per day on social networking … [Read more...]




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