All The Single Ladies: Getting Her To The Polls For The 2016 Election

In 2008 the Grammy award for song of the year went to Beyonce’s "Single Ladies". The song became an anthem for single women who gravitated to the ideals portrayed in the lyrics - “I could care less what you think, I need no permission, did I mention”.   That independent attitude continues to gain momentum as does the size of the single female voter population.   As part of an ongoing series of … [Read more...]

Tuning Into “Lawn Lovers” Through Radio

Summer has finally arrived and that means it’s time for many American homeowners to dust off the lawn mowers and garden hoses.  Three-quarters (74%) of adults living in single family homes engage in lawn care or gardening.  Motivations vary from those who begrudgingly mow their lawn to those who enjoy the status of having the most manicured yard on the block. With the latter being a valuable … [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...]

Social & Mobile Critical to Country Radio Audience Development Among Millennials

As with anything, marketers frequently look to the habits of the youngest consumers to anticipate future trends. In Country Radio, this means developing rich social networking and mobile marketing strategies among younger listeners, who are driving its growth. Scarborough analyzed the Loyal Country Radio Listeners* audience, finding that Millennials (defined by Scarborough as adults age 18-29) are … [Read more...]

Loyal Black Radio Listeners Differ by Generation

Scarborough will be at this year's Nielsen Audio Client Conference, featuring Gary Meo's presentation "Urban Radio Listener Profile." Featuring insights into Loyal Black Radio Listeners, Gary's presentation will focus on the 12 million Black Adults who fall in the two highest use categories for radio listening, with special attention paid to the different behavioral nuances found between … [Read more...]

Obamacare Provides New Radio Marketing Opportunities

Obamacare is bringing new business opportunities. With a fresh market of potential customers, insurers and healthcare providers are preparing their marketing strategies. Scarborough examined several Obamacare constituencies: The Uninsured, Pre-Medicare Adults (ages 55-64), Young Adults (ages 18-24), and Small Business Owners/The Self-Employed*. Given the company’s participation in the Radio … [Read more...]

Pop CHR is Top Radio Format for Young, Uninsured & Self-Employed Adults

Pop CHR Top Radio Format for Uninsured Adults Obamacare is coming online and the radio business is seeking new marketing opportunities among healthcare entities. Given its participation in The Radio Show this week in Orlando, Scarborough profiled the top radio formats for four key Obamacare constituencies: the Uninsured, Pre-Medicare Adults (ages 55-64), Young Adults (Ages 18-24) and … [Read more...]

Sales Manager Toolkit: The Power of Your Exclusive Audience

We often focus on building our largest possible reach when profiling some of our smaller, niche audiences can prove to be a very telling story.  In this edition of Scarborough’s Sales Manager Toolkit we focus on profiling your exclusive audience. Exclusive audience can have a variety of meanings – exclusive to a major competitor, to all other similar media, to a completely separate media group, … [Read more...]

Puerto Rico Adults Have Diverse Media Habits

Puerto Rico Consumers Watch Nearly 35 Hours of TV and Listen to 24 Hours of Radio; 79% Read Printed Newspapers Scarborough profiled media habits in Puerto Rico with our newly released Scarborough Puerto Rico local market insights. The new consumer statistics show that: Puerto Rico adults watch nearly 35 hours of television per week 79% of Puerto Rico adults read a printed newspaper in the … [Read more...]

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