This documents covers basic facts about PRIME Lingo.

Information on Nielsen Scarborough’s in-depth local market insights and suite of services.

A comprehensive list of what is measured in the Nielsen Scarborough survey.

Scarborough’s digital publication is your resource for insights into local markets and consumer trends, and a springboard for ideas and perspectives on reaching your key consumer segments. Featuring original content from Scarborough thought leaders, Dialog is the ultimate tool for understanding how to reach American consumers in the markets in which they live.

Locate methodology for your market.

A list of 2016 delivery dates for Scarborough releases.

Local Buyer Reach (LBR)

This document covers how to build, format and read the various Local Buyer Reach (LBR) reports. Note that the Local Buyer Reach (LBR) is a separate subscription from the Scarborough Data.

Training Guide

This 58 page document compiles all training materials into one PDF.

Software Basics

Learn the differences between Average and Cume Audience with definitions, calculations and examples.

Learn how to manage documents using the Documents Explorer.

Prime Lingo Login and Default selections such as study, password, and report preferences.

Guide to interpreting data on your Profile, Crosstab, and Trender Reports.

How to build presentation ready one-sheet reports in a few quick steps.

How to build Profile or TV Ranker reports in a few quick steps.

Using Reports

How to create graphs within Report Builder.

Using Prime Lingo and Microsoft MapPoint, create a map showing which geographies over or under-index for the selected target.

NSI Profiler enables you to apply Scarborough qualitative adjustments to your Nielsen ratings in order to illustrate the efficiency of a television station or daypart.

Create your own custom definitions quickly with a few clicks.

The Opportunity Report allows you to quickly profile and sort your audience or target group based on the strengths or weaknesses for selected categories or the entire Scarborough database.

How to construct and analyze media schedules. Statistics provided include Reach, Frequency, and Cost-effectiveness. This guide also shows how to read analyses.

Comprehensive guide to building reports in Report Builder, as well as Report formatting options within those reports.

Using Tools

How to add, modify, or delete users in your company.

Build custom definitions with simple or advanced logic, while saving, adding to reports, and organizing for future use.

Build custom tv dayparts to add to reports, save, or organize for future use.

Build custom Trade Areas to profile geographic targets in your DMA.

Use Custom Definitions to create a group of people who only watched your station or daypart.

Definitions and details about how to set the sample reliability indicators.

Learn how to search PRIME Lingo by word or commonly requested topic.

How to use the Cloud to share documents, custom definitions, custom trade areas and custom TV dayparts beyond your workgroup.

Learning Paths

Course Catalog

Upcoming Classes