Scarborough is a joint venture between
The Nielsen Company and
Arbitron. Scarborough began as a subsidiary of
VNU and was merged with Birch Radio in 1987. VNU then sold 50% of interest in Scarborough to Arbitron in 1992. VNU was renamed as the Nielsen Company in 2007. Scarborough's major services include: • Local market studies in over 100 markets. • A multiple market study that combines data from the local markets measured into one database. • A national consumer study. •
Newspaper audience ratings for print readership, website audience, and the integrated or total audience (print and online) for newspapers across the U.S. • Hispanic consumer research. • Analytics and custom research using internet panels, re-contact studies, segmentation analysis, and branding studies. • The ability for clients to combine select Top-Tier Local Market Studies into one database. • Marketing data on sports fans, teams, and leagues. • Customized research about kids, teens, and their parents. • Customized research reports, presentation, and analyses. == Methods ==