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...]

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...]

Do Viewer Preferences Revealed in Television Viewing Indicate Media Bias on Cable News Networks?

An election season cannot pass without candidates using phrases such as “media bias” and “media elite.” Scarborough examined the self-proclaimed political party affiliation* of viewers of major cable networks in the U.S. The analysis shows that both Democrats and Republicans tend to prefer specific cable news networks—does this indeed indicate a bias on the part of such networks? According to … [Read more...]

Food Network TV Audiences are Family-Oriented

The Food Network® provides TV audiences with unique meal, various recipe offerings and talented chefs to guide them. Demographic data from a Scarborough analysis on U.S. adults 18 and older who watched the Food Network in the past seven days shows that this group's shopping habits and attitudes about family values may be influenced by their food-loving TV programs. With 39 percent of Food … [Read more...]

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