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...]

PBS Member Support Spans Across Screens

PBS has educated and entertained generations of viewers, driving the public to give back with charity donations to show appreciation and keep PBS programs on air. PBS Members, defined as households that contributed $35 or more to PBS TV in the past year, are an affluent and educated group with growing mobile interests. Nine percent of the U.S. population are PBS Members. Since 2010, smartphone … [Read more...]

Young, Wealthy and Striving for Prestige: Engaging with Online Video Viewers

Seeking to reach Millennials with higher than average household incomes and lots of education? And those who are striving for social status, to boot? Online Video could be the connection, according to Scarborough. The company examined Online Video Viewers, defined as those adults who watched or downloaded Movies, TV programs, or video clips during the past month or who used their mobile phone to … [Read more...]

Sales Manager Toolkit: What You Need to Know About Your Client Before You Meet

A major advantage of having a local market database is the ability to “do your homework” prior to meeting your potential client.  We often assume our clients have access to local data and understand their marketplace, when in fact, they don’t.  You can be a consultative seller in helping them understand the true landscape of their business as well as how your audience can aid in their … [Read more...]

Sales Manager Toolkit: A Closer Look at How to Leverage Scarborough Statistics

Does your station tell your best story?  With the pressure of looming deadlines, we often use the numbers in which we are most comfortable with and can miss a completely different and more compelling story. Some people go right to a high index, others may only highlight their large target audiences. At times we may want to focus on our own audience and at others we should talk about our … [Read more...]

Fishing for Discovery Channel Audience Demographics?

Do you wish every week was Shark Week? According to Scarborough's audience demographics, 30 percent of U.S. adults seek outdoor adventure in their television watching - they say they've watched the Discovery Channel in the past seven days. Though these television statistics include viewers of all ages, 36 percent of Discovery Channel Viewers are Baby Boomers* and they are 19 percent more likely … [Read more...]

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