Nielsen, Scarborough debut ad-research tool. (Hot Spots).(Nielsen Media Research, Scarborough Research)(Brief Article)

Broadcasting & Cable, April, 2003

NIELSEN MEDIA RESEARCH and SCARBOROUGH RESEARCH will jointly market a new ad-sales software tool called NIELSEN PROFILER. The software links the databases of Scarborough's qualitative research program with local TV ratings from the Nielsen Station Index service. So, if you're trying to find out if Cadillac buyers who eat at McDonald's and go to the movies once a week watch your newscast, the Profiler software could tell you.

The joint effort stemmed from an ongoing collaboration by the two companies under which NMR serves as a rep of sorts for Scarborough products to its station clients.