Insights

Consumer Purchasing Behavior | Nielsen Scarborough Case Study

As the Hispanic population in the U.S. continues to grow at unprecedented rates, there’s an on-going marketing need to understand Hispanic consumers cross-culturally and generationally. Traditional approaches – like measuring language of preference and birthplace – don’t fully measure the...

Consumer Behavior Insights | Scarborough Case Study

One of the major revenue streams for television service providers are sales of their local and regional advertising inventories. But as consumer video content consumption fragments across numerous media, providers are scrambling to demonstrate audience value for their cross-platform advertising...

Market Segmentation Process | Sponsorship | Nielsen Scarborough Case Study

Sports teams receive revenue from ticket sales, advertising and sponsorships. These sources of revenue ebb and flow along with the success and longevity of the franchise, so it’s critical for the owners to find the most efficient levels of each revenue stream within the laws of supply and demand....

Sports and Event Sponsorship Statistics | Scarborough Case Study

For brands, aligning with sports properties can produce results that increase awareness and, most importantly, drive bottom line sales. After all, there are few customer groups in the U.S. that are more passionate than sports fans. And if that passion transfers to the supportive sponsors in a...

Cross-Platform Anlaysis | Media Quintiles | Nielsen Scarborough Case Study

Traditional and digital media landscapes are ever-changing. New media and communication networks are emerging, and adaptation rates vary greatly by local market, as well as by the type of consumer. That makes determining the proper platforms to reach your target a much bigger challenge. Scarborough...

Sponsorship Opportunities | Brand Awareness | Scarborough

Profiling consumers – beyond demographics – allows you to create a complete picture of their lifestyles, shopping patterns and behaviors. You can take those common interests, match them up with specific venues, businesses or retailers, and create targeted sponsorships and partnerships. These...

Media Buying & Selling | Media Planning | Nielsen Scarborough Case Study

Media options – from traditional to digital to social – are continuing to grow and evolve at a record pace. Changes in the ways consumers are engaging with media are also making it more challenging to determine the right media for the right group. And a CPP in a market is no longer the only or...

Geo-Targeting | Scarborough Case Study

If you advertise in markets or areas where there’s a low penetration of potential customers, it can harm your campaign and quickly waste your advertising budget. That’s why determining the regions, local markets or trade area to promote a retailer, product or service is key to efficiently...