The Change Mariner

Nielsen and Scarborough to Develop New TV Rating

MRONS:
Scarborough Research and Nielsen Media Research in the US have recently formed a partnership to offer the NSI Profiler—a new qualitative television rating which combines Nielsen Station Index (NSI) ratings with Scarborough’s qualitative consumer indices.

This combination of Scarborough’s premier qualitative information with the NSI rating – the currency for television audience measurement – enables users to take lifestyle, shopping preference, and other consumer behaviours into account when determining the propensity of a viewer to tune into certain television programs. The NSI Profiler is available through Scarborough’s PRIME NExT data analysis software to all clients who subscribe to both Scarborough Research and Nielsen’s local ratings service.

‘In a world where media choices are seemingly limitless, an in-depth understanding of the local television viewer is vital for competing in today’s economy,’ said Bob Cohen, president, Scarborough Research. ‘The creation of this qualitative rating will add a new dimension to the buying and selling process and ultimately improve our client’s return on their investment. As a response to marketplace demands, we are pleased to bring this new measure to our users.