Nielsen Integrates Scarborough Into Cross-Media Database

In the latest integration of disparate media planning and buying databases, Nielsen this morning announced it is integrating Scarborough’s consumer lifestyle and product purchase data with Nielsen’s cross-media measurement platform, “Nielsen Media Impact.”

The integration is the most recent in a series of similar moves integrating databases used by advertisers …

1 comment about "Nielsen Integrates Scarborough Into Cross-Media Database".
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  1. Ed Papazian from Media Dynamics Inc, June 6, 2019 at 8:23 a.m.

    We talk a lot about comparable audience metrics for TV and digital but almost never about how radio and print media fit into the equation. How does a media planner or his/her client evaluate a newspaper "ad exposure" which is based merely on the respondent's calim to have read or looked into any part of the paper's average issue--but not necessarily the section, let alone the page, that carried the ad. Is this comparable to Nielsen's average commercial minute set usage findings for TV? We explore such issues in our new report, "Cross Platform Dimensions" and, as subscribers will see, its a difficult question to deal with.

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