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scarborough Report 2009

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					What ' s I n th e
scarborough
Report 2009
                                                                                                                                                                                                                    #39: i'm building more business.
                                                                                                                                                                                                                        (Scarborough helps me upsell my clients)

Count the Ways                                                                                                                                                                                                      #40: i made Commuting more fun
sCarborough Can help
your business and you!
                                                >
                                            New bUSINeSS develOpmeNt. ClIeNt ReteNtION.
                                            mARketINg StRAtegy. medIA plANNINg, bUyINg ANd
                                                                                                                                                                                                                         for people in my City.
                                                                                                                                                                                                                        (My out-of-home media plan is both
                                                                                                                                                                                                                        creative and effective)
                                            SellINg. New mARket develOpmeNt. mUltICUltURAl
                                            A N A lyS I S . lO C A l m A R k e t S t R At e g y. C R e At I v e.
                                                                                                                                                                                                                    #41: my voiCemail light is
       These are just some of the many ways that in-depth consumer and media research from Scarborough
                                                                                                                                                                                                                         alWays blinking.
       Research can benefit your business, your career and your life. How? Scarborough is more than                                                        Automotive       Beverage    Computer/      Banking &        (My prospects are calling me back)
       data. It’s a tool that agencies, marketers and media professionals rely on to run their businesses.                                                    Page 4         Page 5      Internet      Financial
       Scarborough can help you target more precisely, pitch new business more effectively, and execute                                                                                   Page 6         Page 8     #42: i threW out my sleeping pills.
       your marketing strategy more efficiently. Along the way, you’ll realize some unexpected benefits                                                                                                                 (Scarborough helps me sleep at night)
       while using Scarborough insights – such as more time to go to the gym, new accolades from your
       colleagues, and greater intelligence overall. Start Counting the Ways Scarborough can benefit                                                                                                                #43: they Call me doCtor.
       your business – and you – today!                                                                                                                                                                                 (Scarborough helps make my marketing healthy)

       Suite of Services                                                         Our Clientele                                                                                                                      #44: i am a valued loCal marketing
       ●   Local Market studies                                                  Scarborough Research provides superior training
                                                                                                                                                           Demographics     Drug &      Healthcare/      Home            Consultant.
           – 81 Top-Tier Markets, insights in 81 of the                          and services to businesses spanning marketing,                                             Grocery      Pharma       Improvement       (Not just a media rep)
                                                                                                                                                              Page 9
             largest U.S. markets                                                advertising agencies, broadcast and cable                                                   Page 10      Page 11       Page 12
                                                                                 television, radio, newspaper, Internet, sports                                                                                     #45: my ConneCtion is hi-speed.
           – Mid-Tier Markets, studies covering
                                                                                 teams and leagues, and out-of-home companies.
             medium and smaller markets                                                                                                                                                                                 (I am connecting better with my clients)
       ●   scarborough Usa+, a national database
                                                                                 Reliable Information
                                                                                 Scarborough Research’s Top-Tier, Multi-Market and                                                                                  #46: my team is Winning.
       ●   Multi-Market study, a database that                                   USA+ studies, as well as our PRIME NExT software,                                                                                      (We are the marketing champs, thanks
           combines insights from the 81 Top-Tier                                is fully accredited by the Media Rating Council                                                                                         to Scarborough)
           Local Market Studies                                                  (MRC). This accreditation means that the data in
           newspaper audience Ratings, Media Rating                              our products meet the highest quality standards.                           Household       Lifestyle   Restaurant      Media
       ●
                                                                                                                                                            Shopping                                                #47: my Colleagues think i'm psyChiC.
           Council accredited newspaper ratings for                              About Our Survey                                                                            Page 14      Page 15       Page 16
                                                                                                                                                              Page 13                                                   (I am able to predict consumer trends)
           printed newspapers and newspaper websites                             Scarborough surveys more than 220,000 adults
       ●   Custom Research, a division that specializes in                       ages 18+ across 81 local markets (see back cover                                                                                   #48: i need more shelves for
           developing custom data solutions, including                           for full list). Our two-phase data collection
                                                                                                                                                                                                                         my aWards.
           combining customer information with                                   process begins with a telephone interview and is
                                                                                 followed by a mailed, self-administered product
                                                                                                                                                                                                                        (I apply Scarborough to our creative and
           Scarborough measurements, audience                                                                                                                                                                           get more accolades)
           aggregation studies, segmentation analysis,                           questionnaire and seven-day personal television
           branding studies and customer retention                               diary. Data is released to clients
                                                                                 twice per year on a variety of                                                                                                     #49: i’m learning about
           studies
                                                                                 software platforms, including                                                Sports         Voting       Retail       Telecom            anthropology.
       ●   Ciudad hispana de scarborough, a suite                                Scarborough’s PRIME NExT.                                                    Page 18        Page 19      Page 20       Page 21         (Scarborough data helps me understand
           of Hispanic research services                                                                                                                                                                                consumers)
                                                                                 Check Us Out Online
       ●   s.K.I.P. (Scarborough Kids Internet Panel),                           Learn more about Scarborough
           custom research solutions for kids and teens                          and our local consumer data at
                                                                                                                                                                                                                    #50: i lost 15 lbs.
                                                                                 any of our websites:                                                                                                                   (I finally have time for the gym)
       ●   stat shop, made-to-order research reports,
           presentations and analysis                                            	 ● www.scarborough.com

                                                                                   ● www.weknowthelocals.com
                                                                                                                                                                                                                    #51: the "languages" area of
       ●   scarborough sports Marketing, insights                                	
                                                                                                                                                                                                                         my resume has groWn.
                                                                                   ● www.scarboroughdigitalsolutions.com
           on sports fans, teams and leagues                                     	
                                                                                                                                                                                                                        (I can speak the language of all media)
                                                                                 	 ● www.scarboroughsportsmarketing.com                                    Transportation    Travel
                                                                                                                                                              Page 22        Page 23
       Scarborough Research (www.scarborough.com) is a joint venture between Arbitron, Inc. (www.arbitron.com and The Nielsen Company (www.nielsen.com).                                                            #52: i’m learning hoW to paint.
                                                                                                                                                                                                                        (I have more time to enjoy life)
                                          VeHICLeS*                          AUTO RePAIR/SeRVICe PAID/      BRANDS OF NON-ALCOHOLIC      PAST 30 DAyS CONSUMPTION
                                          ●	Auto Insurance Providers         UNPAID LABOR*                  BeVeRAGe DRANK PAST 7        & BRAND DRANK MOST OFTeN
                                          ●	Bought New/Used/Leased
                                                                             ●	Anti-Freeze/Coolant          DAyS & MOST OFTeN            ●	Beer
                                                                             ●	Brake Repair                 ●	Bottled/Canned Tea            – Brands Drank
                                          ●	Dealership or Internet Site
                                                                                                            ●	Bottled Water                 – Type
                                            Household Might Shop             ●	Car Battery
                                                                                                                – Other Enhanced Water             Domestic Regular
    Automotive                                                                                                                                                                                 Beverage
                                                                                                                                                 ●
                                          ●	Distance Traveled to Buy/Lease   ●	Car Radio/Stereo Equipment

                                            Last New/Used Vehicle                                               – Any Flavored Water             ● Domestic Light     Automotive               Beverage
                                                                             ●	Muffler
                                                                                                            ●	Energy Drink                       ● Hard Cider
                                          ●	Number Leased                    ●	New Tires
                                                                                                            ●	Fruit Juice/Drink
                                                                                                                                                 ● Imported
                                          ●	Number Owned                     ●	Oil Filter/Oil Change
                                                                                                            ●	Soft Drink
                                                                                                                                                 ● Non-Alcoholic
                                          ●	Make                             ●	Paint/Body Work                                                   ● Malt Liquor
                                                                                                                – Regular
                                          ●	Model                            ●	Shocks/Struts                                                     ● Malt Alternative
                                                                                                                – Diet
                                          ●	Model Year                       ●	Transmission Repair
                                                                                                                                                 ● Microbrew
                                                                                                            ●	Sports Drink
                                                                                                                                         ●	Other Beer
                                          ●	Plan to Buy/Lease Vehicle Next   ●	Tune-Up/Spark Plugs          ●	Any Specialty Coffee
                                            12 Months                        ●	Other Car Repair                 – Iced
                                              – Amount Plan to Pay                                                                       wINe PURCHASeD PAST
                                                                                                                – Hot                    3 MONTHS
                                              – Type of Vehicle              STOReS SHOPPeD FOR AUTO                                     ●	Brand
                                          ●	Principal Decision Maker         PRODUCTS/SeRVICeS*             ALCOHOLIC BeVeRAGeS          ●	Type
#53: I no longer have                     ●	Reason for Using Particular                                     DRANK/DRANK MOST OFTeN
                                                                                                                                            – Drink Most Often
     to throw the golf     < Coun t         Dealership                       STOReS USUALLy BUy TIReS*      ●	Beer                                                     Coun t >         #38: I am the office
                             the Ways                                                                                                    ●	Price Range                 the Ways              darts champion.
     game for my client.                                                                                    ●	Hard Cider
                                                                             OwNeRSHIP/PLANS TO BUy*        ●	Liquor (Spirits)
                                          AUTO INSURANCe PROVIDeR*             ATV (All Terrain Vehicle)                                 TyPeS OF LIQUORS DRANK
                                                                             ●	                             ●	Wine
        I am having more fun on the                                                                                                      PAST 30 DAyS                  The targeting plan I put
                                                                             ●	Motorcycle                   ●	Wine Coolers
        golf course with my auto dealer                                                                                                                                together for my national
                                                                             ●	Personal Watercraft
        client. I used Scarborough                                                                                                       FReQUeNCy OF wINe             beverage client was so spot-on
                                                                             ●	Powerboat                    USUAL PRICe RANGe            CONSUMPTION
        local data to develop a unique                                                                      FOR wINe PURCHASeD                                         that my boss has encouraged
                                                                             ●	RV (Motor Home)
        program and now they’re                                                                             AT A STORe                                                 me to be the captain of the
                                                                                                                                         PLACeS PURCHASeD BeeR
        meeting sales goals despite                                                                                                      OR wINe PAST 30 DAyS          office darts team. Scarborough
        the down economy.                                                                                                                ●	Club Store                  data helps me hit the marketing
                                                                                                                                         ●	Convenience Store           bullseye every time!
                                                                                                                                         ●	Drug Store

                                                                                                                                         ●	Grocery Store

                                                                                                                                         ●	Liquor Store

                                                                                                                                         ●	Nightclub/Bar

                                                                                                                                         ●	Sit-Down Restaurant

                                                                                                                                         ●	Stadium/Arena

                                                                             * Household Measurements                                    ●	Other Place




4                                                                                                                                                                                                              5
                                          HOMe/PeRSONAL COMPUTeR*     INTeRNeT SITeS VISITeD                     VISITeD MeDIA weB SITe             ●	Instant Messages               ITeMS SHOPPeD FOR/
                                          ●	Ownership                 PAST 30 DAyS                               ●	Newspaper Web Site               ●	Internet Yellow Pages          PURCHASeD ON INTeRNeT
                                          ●	Plan to Purchase
                                                                      ●	Portals, search, and information sites      – Yesterday                     ●	Job/Employment Search
                                                                                                                                                                                     PAST 12 MONTHS
                                                                         – Amazon                                                                                                    ●	Airline Tickets
                                          ●	Stores Shopped/Bought                                                   – Past 7 Days                   ●	Listen to Radio
                                                                                                                                                                                     ●	Other Travel Reservations
                                            Hardware or Software         – AOL
                                                                                                                    – Past 30 Days                  ●	Local/Community Events
                                                                                                                                                                                     ●	Books
    Computer/                               Past 12 Months               – AOL CityGuide                         ●	Radio Web Site                   ●	Medical Services/Information
                                                                                                                                                                                     ●	CDs/Tapes/Other Music
     Internet                                                            – Ask
                                                                                                                    – Past 30 Days                  ●	Movie Listings
                                                                                                                                                                                     ●	Clothing/Accessories
                                          OwN/PLAN TO BUy PeRSONAL       – Citysearch
                                                                                                                                                    ●	News
                                          DIGITAL ASSISTANT (PDA)*                                                  – Most often                                                     ●	Computer Hardware/Software
                                                                         – eBay
                                                                                                                 ●	Television Web Site              ●	Pay Bills
                                                                         – Google                                                                                                    ●	Consumer Electronics
                                          INTeRNeT ACCeSS (wORK,         – MapQuest                                 – Yesterday                     ●	Personal Ads/Dating
                                                                                                                                                                                     ●	Cultural Event Tickets
                                          HOMe, AND eLSewHeRe)                                                      – Past 7 Days                   ●	Real Estate Listings
                                                                         – MSN/MSN-Windows Live                                                                                      ●	Flowers
                                                                                                                    – Past 30 Days                  ●	Social Networking
                                          PLACeS OF INTeRNeT ACCeSS      – MSN City Guide                                                                                            ●	Groceries/Candy/Other Food
                                                                                                                                                      (MySpace, Facebook, etc.)
                                          PAST 30 DAyS                   – Other MSN website                                                                                         ●	Health and Beauty Items
                                                                                                                                                    ●	Sports Scores/Updates
                                          ●	Home                         – Netscape                              COMPANy PURCHASe                                                    ●	Insurance

                                            Work                                                                 DeCISION PARTICIPANT               ●	Take College Courses
                                          ●	                             – Yahoo!                                                                                                    ●	Medicine/Prescriptions
                                                                                                                 ●	Computer hardware/software       ●	Traffic
                                          ●	Other                        – Yahoo! Local City Guide                                                                                   ●	Movie Tickets
                                                                                                                 ●	Information Technology
                                                                                                                                                    ●	Travel Reservations
                                                                      ●	Sports sites                                                                                                 ●	Office Supplies
                                                                                                                   (network/Internet)
#45: My connection
                       < Coun t
                                                                                                                                                    ●	Weather
                                          TyPe OF INTeRNeT               – ESPN.com                                                                                                  ●	Pet Supplies
     is hi-speed.        the Ways         CONeCTION*                     – FOXSports.com                                                            ●	Other Use
                                          ●	Cable Modem                                                          wAyS INTeRNeT USeD                                                  ●	Sports Logo Apparel

                                                                         – MLB.com                               PAST 30 DAyS                                                        ●	Sporting Event Tickets
                                          ●	Dial-up
                                                                         – NASCAR.com                            ●	Auction Site
      Scarborough's in-depth digital      ●	DSL
                                                                                                                                                                                     ●	Toys/Games
                                                                                                                 ●	Automobile Information
      measurements help me connect                                       – NBA.com                                                                                                   ●	Vehicle
                                          ●	Other Connection
                                                                         – NFL.com                               ●	Blogs (Read or Contributed To)
      with all of my clients. I can                                                                                                                                                  ●	Wine
                                                                         – NHL.com                               ●	Cable TV Network Site
      showcase local digital habits and                                                                                                                                              ●	Other Products/Services
                                          TIMe SPeNT ON INTeRNeT                                                 ●	Casino-Type Games
      technology adoption patterns.                                      – Other sports site
                                          AVeRAGe weeK
                                                                      ●	National media sites                     ●	Download Coupons
                                          ●	Less Than 1 Hour                                                                                                                         AMOUNT SPeNT ON INTeRNeT
                                          ●	1-4 Hours                    – ABCNews.com                           ●	Download/Listen to Music                                          PURCHASeS PAST 12 MONTHS
                                          ●	5-9 Hours                    – CBSNews.com                           ●	Download/Listen to Audio Clips                                    ●	Less Than $100
                                          ●	10-19 Hours                  – CNN.com                               ●	Download/Watch/Listen                                             ●	$100 - $249
                                                                                                                   To Podcasts                                                       ●	$250 - $499
                                          ●	20+ Hours
                                                                         – Discovery.com
                                                                         – FOXNews.com                           ●	Download/Play Video Games                                         ●	$500 - $999

                                                                         – MSNBC.com                             ●	Download/Watch TV Programs                                        ●	$1000 - $2499
                                          INTeRNeT SeRVICe
                                                                                                                                                                                     ● $2500 or more
                                          PROVIDeR (ISP) USeD            – MTV.com                               ●	Download/Watch Movies

                                                                         – TVGuide.com                           ●	E-mail

                                                                         – Weather.com                           ●	Fantasy Sports                                                    * Household Measurements
                                                                      ●	Other site                               ●	Financial Information/Services                                    See Also: Telecom


6                                                                                                                                                                                                                   7
                                    INSTITUTION USeD/                  SeRVICeS USeD PAST                   peRSONAl                                     HOUSeHOld*
                                    PRIMARy BANK*                      12 MONTHS*                           ●	Age                                        ●	County of Residence
                                                                       ●	Accountant
                                                                                                            ●	Employment Status                            Home Ownership
                                    SeRVICeS USeD/                     ●	Attorney
                                                                                                                                                         ●	

                                    PRIMARy BANK*                                                               – Full-Time/Part-Time/Not Employed       ●	Household Income
                                    ●	ATM Card                             – Bankruptcy
                                                                                                                – Plan to Go Back to School              ●	Household Size
    Banking and                     ●	Auto Loan                            – Personal Injury
                                                                                                                – Plan to Seek a New Job                 ●	Market Value of Home              Automotive           Demographics
                                                                                                                                                                                                                    Beverage
     Financial                      ●	Certificate of Deposit (CD)          – Other
                                                                                                                – Self-Employed                          ●	Number Employed in Household
                                                                       ●	Check Cashing
                                    ●	Checking Account
                                                                                                                – Small Business Owner                   ●	Number of Adults in Household
                                                                       ●	Financial Planner
                                    ●	Debit Card
                                                                                                                – Work at Home Most of the Time/Always   ●	Presence of Children by Age
                                                                       ●	Funeral Pre-Planning
                                    ●	Home Equity Loan
                                                                                                            ●	Education Level                            ●	Presence of Teens
                                                                       ●	Online Investing/Stock Trading
                                    ●	Home Improvement Loan
                                                                                                            ●	Industry of Employment                     ●	Primary Language in Household‡
                                                                       ●	Real Estate Agent
                                    ●	Home Mortgage
                                                                                                            ●	Gender                                     ●	Tenure in Current Residence
                                    ●	IRA                                  – Buy/Rent/Sell
                                                                                                            ●	Hispanic Origin                            ●	Type of Dwelling
                                                                       ●	Stockbroker
                                    ●	Money Market Account
                                                                                                            ●	Language Preferred‡                        ●	Zip Code of Employment
                                    ●	Online Banking                       – Discount
                                                                                                            ●	Marital Status                             ●	Zip Code of Residence
                                    ●	Pay Bills Online                     – Full-Service
                                                                                                            ●	Occupation
                                                                       ●	Travel Agent
                                    ●	Personal Loan
                                                                                                            ●	Race                                       * Household Measurements
#47: My colleagues                                                                                                                                                                                             #52: I’m learning
     think I’m       < Coun t       ●	Refinance Home Mortgage          ●	Tutoring Service
                                                                                                            ●	Reason Not in Labor Force                  ‡ Among Hispanic Respondents Only
                                                                                                                                                                                              Coun t >
                        the Ways    ●	Savings Account                  ●	Wire Transfer                                                                                                        the Ways              how to paint.
     psychic.
                                    ●	401k Plan

                                    ●	529 Plan/College Savings Plan    INSURANCe
      I can identify consumer                                          ●	Auto*                                                                                                                I have more time to do the
      trends ahead of market. But                                          – Provider                                                                                                         things I enjoy – like painting.
                                    CReDIT CARD BRAND USeD                                                                                                                                    I use Scarborough insights as
      I’m not psychic, I simply     PAST 3 MONTHS                      ●	Health

      use Scarborough to pinpoint                                          – Provider                                                                                                         a standard source at my
                                    TyPeS OF ORGANIZATIONS                                                                                                                                    multicultural agency for basic
      trends my company needs                                          ●	Homeowners/Renters*
                                    CONTRIBUTeD TO IN THe                                                                                                                                     data – like demographics – and
      to evaluate.                  PAST 12 MONTHS*                        – Provider
                                                                                                                                                                                              for complex information – such
                                                                       ●	Life
                                                                                                                                                                                              as language preference.
                                    INVeSTMeNTS*
                                    ●	Bonds                            COMPANy PURCHASe
                                    ●	Money Market Funds               DeCISION PARTICIPANT
                                    ●	Mutual Funds
                                                                       ●	Overnight Delivery Services
                                                                       ●	Office equipment/office supplies
                                    ●	Second Home/

                                      Real Estate Property
                                    ●	Stocks/Stock Options

                                    ●	Other Securities & Investments   * Household Measurements


8                                                                                                                                                                                                                                   9
                                                                                                               MeDICAL SeRVICeS USeD AT             PHARMACeUTICALS
                                        GROCeRy STOReS*                    FOOD PRODUCTS USeD                  HOSPITAL OR OTHeR MeDICAL             Places Purchased Prescription Drugs/
                                                                                                                                                    ●	
                                        ●	Stores Shopped Past 7 Days       IN PAST 30 DAyS*                    FACILITy PAST 3 yeARS*                Non-Prescription Drugs/Health/
                                        ●	Store Purchased Most Groceries
                                                                           ●	Any Organic Food                  ●	Any Overnight Stay Procedure        Beauty Items Past 30 Days
                                          Past 7 Days                      ●	Any Store Brand or Private        ●	Cancer/Oncology
                                        ●	Amount Spent on Groceries          Label Food                        ●	Cardiac Care                       ReASONS BOUGHT MeDICATIONS
     Drug and                             Past 7 Days                      ●	Baby Food                         ●	Corrective Eye Surgery             (OTC/Rx) PAST 12 MONTHS                                        Healthcare/
                                                                                                                                                      Allergies                             Automotive              Beverage
     Grocery                                                               ●	Candy                             ●	Cosmetic Surgery                   ●	
                                                                                                                                                                                                                    Pharma
                                                                                                               ●	Maternity Care                     ●	Arthritis
                                        COUPON USAGe*                      ●	Coffee

                                        ●	Frequency of use for grocery/    ●	Decaffeinated Coffee              ●	Mental Healthcare                  ●	Asthma

                                          other products                   ●	Energy Bars/Nutrition Bars
                                                                                                               ●	Neurology                          ●	Children’s Medicine

                                        ●	How Obtained                                                         ●	Non-Surgical Cosmetic Dentistry    ●	Cholesterol
                                                                           ●	Frozen Dinners/Meals
                                            – Email/Text Messages                                                (Teeth Whitening, Veneers, etc.)   ●	Cold or Flu
                                                                           ●	Ice Cream/Frozen Juice Bars/
                                                                                                               ●	Orthopedics
                                            – In-Store Circulars             Frozen Yogurt                                                          ●	Diabetes
                                                                                                               ●	Pediatrics
                                            – In-Store Coupons             ●	Nuts                                                                   ●	Digestive Disorder
                                                                                                               ●	Reconstructive Surgery
                                            – Internet Sites               ●	Packaged Meats                                                         ●	High Blood Pressure
                                                                                                               ●	Other Medical Services
                                            – Magazines                    ●	Pretzels/Chips/Popcorn                                                 ●	Impotence/Erectile Dysfunction (ED)

                                            – Mail                         ●	Ready-to-Eat Cereal               HeALTHCARe SPeCIALISTS               ●	Migraines

                                            – Preferred Customer/          ●	Salsa                             USeD PAST 12 MONTHS                  ●	Quit Smoking
#37: My glasses are
                         < Coun t             Loyalty Card                 ●	Soup
                                                                                                               ●	Cardiologist                       ●	Sleep Disorder
                                                                                                                                                                                             Coun t >         #43: They call me
     just for fashion.     the Ways         – Product Packages                                                 ●	Chiropractor                                                                the Ways              doctor.
                                                                           ●	Tea                                                                    ●	Weight Loss
                                                                                                               ●	Dentist
                                            – Sunday Newspaper             ●	Tortillas                                                              ●	Other
                                                                                                               ●	Dermatologist (Skin Doctor)
        Scarborough (not my glasses)        – Weekday Newspaper            ●	Yogurt
                                                                                                               ●	Fee-Paid Weight Loss Program                                                I do not have an advanced
        helps me see the big picture.       – Other Source                                                                                          PLANNING TO SHOP FOR                     medical degree, but my
                                                                                                               ●	Ophthalmologist (Eye Doctor)
        Tying research to every part                                       DRUG STOReS                                                              NeXT 12 MONTHS*                          knowledge of the local
                                                                                                               ●	Optometrist (Eye Examiner)
        of my business strategy helps                                       Stores Bought Past 30 Days                                               Nursing/Convalescent Services
                                                                                                                                                    ●	
                                                                           ●	
                                                                                                               ●	Plastic/Cosmetic Surgeon            or Retirement Facility                  healthcare market impresses
        me economize – I know I’m                                             – Other Health or Beauty Items                                                                                 my hospital client. I am able
                                                                                                               ●	Podiatrist (Foot Doctor)
        starting in the right place.                                          – Prescription Purchases                                                                                       to create events and promotions
                                                                                                               ●	Other Specialist                   HeALTH INSURANCe
                                                                                                                                                    ●	   Type                                that keeps the hospital’s
                                                                           CONVeNIeNCe STOReS*                 STOReS BOUGHT GLASSeS/               ●	   Insurance Provider                  business healthy.
                                                                           ●	Stores Shopped Past 7 Days        CONTACT LeNSeS PAST                         – Group
                                                                           ●	Stores Shopped Most Often         12 MONTHS
                                                                                                                                                           – Individual
                                                                                                               HOUSeHOLD MeMBeRS
                                                                                                               wHO weAR GLASSeS OR                  LIFe INSURANCe
                                                                                                               CONTACT LeNSeS*
                                                                                                                                                    BeLONG TO A HeALTH CLUB
                                                                           * Household Measurements            HOSPITALS USeD*
                                                                                                                Past 3 Years
                                                                                                               ●	
                                                                                                                                                    * Household Measurements
                                                                                                                Preferred
                                                                                                               ●	

10                                                                                                                                                                                                                                11
                                         HOMe IMPROVeMeNT                   ITeMS PURCHASeD AND AMOUNT                    ITeMS OwNeD AND ITeMS/SeRVICeS
                                         PAST 12 MONTHS                     SPeNT PAST 12 MONTHS*                         PLAN TO BUy*
                                         ●	Any Addition                     ●	Camera/Accessories                          ●	ATV (All-Terrain Vehicle)
                                         ●	Carpeting/Floor Covering         ●	Carpeting/Floor Covering                    ●	Computer
                                         ●	Exterior Paint                   ●	Draperies/Blinds/Window Treatments          ●	Digital Camera


        Home                             ●	Heating/Air Conditioning         ●	Furniture                                   ●	Digital Video Recorder (TiVo, etc.)
                                                                                                                                                                Automotive                Household
                                                                                                                                                                                           Beverage
     Improvement                         ●	Home Security System Installed   ●	Hardware/Building/Paint/Lawn/Garden Items   ●	DVD Player                                                     Shopping
                                         ●	Installed Pool/Spa               ●	Mattress                                    ●	Energy Saving Appliance

                                         ●	Interior Paint/Wallpaper         ●	Stereo Equipment/Home Music System          ●	Furniture

                                         ●	Landscaping                      ●	Television                                  ●	High Definition Radio (HD Radio)

                                         ●	Remodeled Bathroom                                                             ●	High Definition TV (HDTV)

                                         ●	Remodeled Kitchen                STOReS SHOPPeD/PURCHASeD                      ●	Home Security System

                                         ●	Replaced/Major Repair to Roof
                                                                            PAST 12 MONTHS*                               ●	Major Appliance
                                                                            ●	Audio/Video Items                           ●	Mattress
                                         ●	Replaced Windows
                                                                            ●	Carpeting/Floor Covering                    ●	Mobile Home/
                                         ●	Siding
                                                                            ●	Furniture/Mattress                            Manufactured Housing
                                         ●	Other Remodeling/Other Home
                                                                            ●	Hardware/Building/Paint/Lawn/Garden Items   ●	Motorcycle
                                           Improvement
                                                                            ●	Large Appliances                            ●	MP3 Player (iPod, Zune, etc.)
                                                                                                                                                                  Coun t
#39: I’m building
     more business.     < Coun t
                          the Ways       COST OF IMPROVeMeNT                                                              ●	Office in the Home
                                                                                                                                                                  the Ways   >       #50 : I lost 15 lbs.
                                         ●	Any Major Addition                                                             ●	PDA (Blackberry, Treo)

                                         ●	Landscaping                                                                    ●	Personal Watercraft

         My cable system’s advertising   ●	Other Home Improvement                                                         ●	Pest Control Service
                                                                                                                                                                 I have the time to go to the gym
         business is growing thanks to   ●	Remodeling                                                                     ●	Pool or Spa                          because of Scarborough. The
         Scarborough. The in-depth       ●	Total Amount Spent on All Home                                                 ●	Powerboat                            ability to analyze local shopper
         information about our viewers     Improvements                                                                   ●	Primary Home/Condo                   information alongside radio
         demonstrates our value to                                                                                           – New Construction                  ratings gives my advertisers a
         advertisers.                    STOReS SHOPPeD/BOUGHT                                                               – Existing Construction             new perspective. I’m spending
                                         CARPeTING/ HARDwARe/                                                             ●	RV (Motor Home)                      less time on the pitch.
                                         BUILDING/PAINT/LAwN/
                                                                                                                          ●	Satellite Radio Subscription
                                         GARDeN ITeMS PAST
                                         12 MONTHS*                                                                       ●	Satellite TV Subscription

                                                                                                                          ●	Second Home

                                                                                                                          ●	Video Game System

                                                                                                                          ●	VoIP (Voice Over Internet Protocol)

                                         * Household Measurements                                                         ●	Wireless/Cellular Phone Service

                                         See Also: Household Shopping

                                                                                                                          * Household Measurements
                                                                                                                          See Also: Retail

12                                                                                                                                                                                                      13
                                             LeISURe ACTIVITIeS                          – Six Flags                                QUICK SeRVICe ReSTAURANTS USeD PAST 30 DAyS
                                             ●	Casino                                    – Universal Studios (Orlando)              (Including: drive-thru, take-out, home delivery)
                                                 – Activities Participated in at         – Universal Studios (Hollywood)            ●	Brand
                                                   Casino, Past 12 Months                – Other Theme Park                         ●	Meal Type (Breakfast, Lunch, Dinner)–
                                                    ●  Played slot machines          ●	Times Square (NYC)
                                                                                                                                    ●	Frequency of Use
                                                    ●  Played table games            ●	Zoo
     Lifestyle                                      ●  Went to upscale restaurant    ●	Other Places/Attractions (Market Specific)
                                                                                                                                                                                       Automotive             Restaurant
                                                                                                                                                                                                               Beverage
                                                    ●  Went to bar/nightclub                                                        SIT-DOwN ReSTAURANTS USeD PAST 30 DAyS
                                                    ●  Watched a staged show         PeRSONAL ACTIVITIeS                            (Including: drive-thru, take-out, home delivery)
                                             ●	Circus                                ●	Adult Continuing Education                   ●	Brand
                                             ●	Concert                               ●	Basketball                                   ●	Meal Type (Breakfast, Lunch, Dinner)
                                                 – Country Music                     ●	Bicycling
                                                                                                                                    ●	Frequency of Use
                                                 – R&B/Rap/Hip-Hop                   ●	Bowling

                                                 – Rock                              ●	Camping

                                                 – Symphony/Opera                    ●	Distance Walked Past 7 Days                  ReSTAURANT TyPe
                                                 – Other Musical Concert             ●	Fishing                                      (Including: drive-thru, take-out, home delivery)
                                             ●	Dance/Ballet Performance              ●	Free Weights/Circuit Training                ●	Asian
                                             ●	Job Fair/Recruitment Fair             ●	Gardening                                    ●	Chinese
                                             ●	Live Theater                          ●	Golf
                                                                                                                                    ●	Coffee House/Bar
                                             ●	Movies                                ●	Health/Fitness Club
                                                                                                                                    ●	Italian
                                                 – Past 30 Days                      ●	Hiking/Backpacking
                                                                                                                                    ●	Mexican
#49: I'm learning about
                          < Coun t               – Past 3 Months                     ●	Hunting
                                                                                                                                                                                        Coun t >          #35: My coffee is
     anthropology.          the Ways             – Frequency                         ●	Jogging/Running                              ●	Seafood                                           the Ways               always hot.
                                                 – When Usually See New Release      ●	Photography
                                                                                                                                    ●	Steakhouse
                                             ●	Museum                                ●	Powerboating
                                                                                                                                    ●	Upscale
        I am a local media sales rep, but,       – Art                               ●	Snow Skiing/Snowboarding

                                                                                     ●	Soccer
                                                                                                                                                                                        My coffee no longer sits on
        when I am using Scarborough              – Other Museum
                                             ●	Nightclub                             ●	Swimming
                                                                                                                                                                                        my desk getting cold as I pour
        consumer behavior information                                                ●	Tennis                                                                                           through pages of data, trying to
                                                 – Comedy Club
        for my new business pitches, I           – Other Nightclub                   ●	Volunteer Work                                                                                   create an effective pitch for my
        feel more like an anthropologist.    ●	Number of Times Lottery/Scratch-      ●	Yoga/Pilates                                                                                     restaurant client. Data analysis
        The data tells me how people           Off Tickets Were Purchased                                                                                                               tools from Scarborough allow
        are living, prompting new                – Past 30 Days                      SPORTS
                                             ●	Sporting Event                         Types Interested In
                                                                                     ●	
                                                                                                                                                                                        me to work more efficiently.
        advertising ideas.
                                                 – IndyCar Series                     Number Games Attended
                                                                                     ●	

                                                 – NASCAR Racing                       – Professional
                                                 – Other Professional Sports Event     – College
                                                   (Market Specific)
                                             ●	Theme Park                            PeT OwNeRSHIP*
                                                 – Busch Gardens (Tampa)             ●	Dog
                                                 – Busch Gardens (Williamsburg)      ●	Cat
                                                                                     ●	Other
                                                 – Disney World (Orlando)
                                                 – Disneyland (Anaheim)              * Household Measurements
                                                 – Islands of Adventure                See Also: Sports
                                                 – Sea World
14                                                                                                                                                                                                                            15
                                            TyPeS OF TeLeVISION        TeLeVISION                           RADIO                               NewSPAPeRS
                                            PROGRAMS TyPICALLy         ●	Viewing                            ●	Listening                         ●	Readership
                                            wATCHeD                       – Weekly                              – CUME by Daypart, M-F            (Avg. Issue Audience/
                                            ●	Comedies                                                                                            Cumulative Audience)
                                                                          – Average Half-Hour                   – CUME: M-Su, 6AM-12M
                                            ●	Court Shows                                                                                       ●	Daily
                                                                          – Cumulative Audience                 – CUME: M-F, 6AM-12M
                                            ●	Daytime Soap Operas                                                                               ●	Sunday
      Media                                                            ●	Broadcast Network Viewed
                                                                                                            ●	Amount Contributed to
                                            ●	Daytime Talk Shows                                                                                ●	Weekly/Community
                                                                          – Past 7 Days                       Public Radio*
                                            ●	Documentaries            ●	Amount Contributed to Public TV*   ●	Radio Web Sites Visited               – Past 6 Months
                                            ●	Dramas                   ●	TV Web Sites Visited
                                                                                                                – Past 30 Days                      – Number of Issues
                                            ●	Game Shows                  – Yesterday                                                                 Usually Read
                                                                                                                – Most Often
                                            ●	Kids Shows                  – Past 7 Days                     ●	Satellite Radio
                                                                                                                                                ●	Section Readership (Daily)

                                            ●	Late Night Talk             – Past 30 Days                                                            – Advertising Circulars/
                                            ●	Local News                                                                                              Inserts/Flyers
                                                                                                            yeLLOw PAGeS (HOMe,
                                               – Morning               CABLe TV*                            wORK, eLSewHeRe)                        – Business/Finance News
                                                                       ●	Type of Cable Service               Frequency of Use                       – Classified Advertising
                                               – Evening                                                    ●	
                                                                       ●	Cable Network Viewed                                                       – Comics
                                               – Late
                                                                           – Past 7 Days                    MAGAZINeS                               – Editorial/Opinion
                                            ●	Movies
                                                                       ●	Number of Pay-Per-View
#51: The "languages"                                                                                        ●	Monthlies Read Past 6 Months          – Entertainment/Lifestyle
                                            ●	Music Videos
                                                                         Programs/Movies Watched
     area of my
     resume has         < Coun t
                          the Ways          ●	Mystery/Suspense/Crime     past 12 months
                                                                                                            ●	Number of Issues Usually Read
                                                                                                                                                    – Fashion
     grown.                                 ●	National/Network News    ●	Purchased Items Via TV/Cable                                               – Food/Cooking
                                                                       ●	Satellite Dish                     OUT-OF-HOMe MeDIA                       – Home and Garden
                                            ●	Novelas
                                                                                                            ●	Roads Traveled Past 7 Days
      I can speak the languages of          ●	Reality
                                                                           – Ownership                                                              – International/National News
                                                                                                            ●	Pedestrian Traffic
      "newspaper," "television," "radio,"                                  – Provider                                                               – Local News
                                               – Adventure                                                  ●	Total Miles Traveled Past
      "out-of-home" and more. Utilizing                                ●	Subscribe to HDTV from Cable Co.
                                                                                                                                                    – Main News/Front Page
                                               – Dating                                                       7 Days/Past Month
      cross-media information helps                                    ●	Video-On-Demand Usage
                                                                                                                                                    – Movie Listings and Reviews
                                               – Talent                                                     ●	Types of Transportation Used
      position me as a valued marketing                                    – Past 30 days                                                           – Science and Technology
                                            ●	Religious                                                         – Bus
      consultant to my client, not just
                                            ●	Science Fiction                                                                                       – Sports
      another "media seller."                                          SPORTS PROGRAMMING                       – Carpool
                                                                                                                                                    – TV or Radio Listings
                                            ●	Sports                   wATCHeD ON BROADCAST                     – Drive
                                                                       TV OR CABLe OR LISTeNeD                  – Taxi
                                                                                                                                                ●	Newspaper Web Sites Visited

                                                                       TO ON THe RADIO                                                              – Yesterday
                                                                                                                – Other (Subway, Train, etc.)
                                                                                                            ●	Time Spent Commuting
                                                                                                                                                    – Past 7 Days
                                                                       TV eNHANCeMeNTS OwN/
                                                                       PLAN TO BUy*                           to Work One-Way                       – Past 30 Days
                                                                       ●	Video Game System                  ●	Additional Measures for

                                                                       ●	DVD Player                           Alternative Outdoor Categories
                                                                       ●	DVR
                                                                                                                                                * Household Measurements
                                                                       ●	HDTV




16                                                                                                                                                                                  17
                                    SPORTS PROGRAMS PAST                  ●	Pro Soccer                      AVIDITy/LeVeL OF INTeReST IN/      ReGISTeReD TO VOTe
                                    12 MONTHS (BROADCAST TV,                 – Major League Soccer (MLS)    NUMBeR OF GAMeS ATTeNDeD
                                    CABLe TV, RADIO)                      ●	Pro Golf
                                                                                                            PAST 12 MONTHS                     POLITICAL PARTy AFFILIATION
                                    ●	Motor Sports                                                          ●	College Basketball
                                                                             – PGA TOUR (Men’s Golf)
                                       – American Le Mans Series (ALMS)                                     ●	College Football
                                                                             – LPGA Tour (Women’s Golf)                                        FReQUeNCy OF VOTING
                                       – IndyCar Series                                                     ●	High School Sports
                                                                                                                                                 Presidential
     Sports                                                                                                                                                                                    Voting
                                                                                                                                               ●	
                                                                          ●	Pro Tennis
                                       – NASCAR                                                             ●	Auto Racing
                                                                                                                                               ●	Statewide              Automotive            Beverage
                                                                             – Men’s (ATP)
                                       – NHRA Drag Racing                                                      – Grand-Am Sports Car Racing    ●	Local
                                                                             – Women’s (WTA)
                                       – Supercross/Motocross                                                  – IndyCar Series
                                                                          ●	Other Sports
                                       – Other Auto Races                                                      – Monster Trucks
                                                                             – AVP (Pro Beach Volleyball)                                      CONTRIBUTeD TO POLITICAL
                                    ●	Pro Baseball                                                             – NASCAR
                                                                             – Extreme/Action Sports
                                                                                                                                               ORGANIZATION*
                                       – Regular Season MLB                                                    – NHRA Drag Racing
                                                                             – Figure Skating
                                       – MLB Playoffs                                                          – Supercross/Motocross
                                                                             – Fishing
                                       – World Series                                                       ●	Pro Sports
                                                                                                                                               *Household measurement
                                                                             – Horse Racing
                                       – Minor League Baseball                                                 – AFL (Arena Football League)
                                    ●	Pro Basketball
                                                                             – Mixed Martial Arts
                                                                                                               – ATP (Men’s Tennis)
                                                                             – Olympics
                                       – Regular Season NBA                                                    – AVP (Pro Beach Volleyball)
                                                                             – PBA (Pro Bowling)
                                       – NBA Playoffs                                                          – Extreme/Action Sports
                                                                             – PBR (Pro Bull Riding)
                                       – NBA Finals                                                            – Horse Racing
#46: My team is                                                                                                                                                          Coun t >       #42: I threw out my
     winning.        < Coun t
                       the Ways
                                       – WNBA
                                                                             – Pro Boxing
                                                                             – Pro Lacrosse
                                                                                                               – LPGA Tour (Women’s Golf)                                the Ways            sleeping pills.
                                    ●	College Basketball                                                       – Minor League Baseball
                                                                             – Pro Rodeo
                                       – Regular Season                                                        – Minor League Hockey
                                                                             – Pro Wrestling/WWE
     Scarborough Sports Marketing      – NCAA Men’s Tournament                                                 – MLB                                                     I used Scarborough to
                                                                             – Tournament Poker
     is the ticket to my team’s        – NCAA Women’s Tournament                                               – MLS                                                     successfully show my
                                                                             – Other Sporting Events
     promotional and media          ●	Pro Football                                                             – NBA                                                     political agency client how
     wins every season. Their          – Regular Season NFL                                                    – NFL                                                     my television station’s
                                                                          INTeReST IN BUyING
     information on the American       – Sunday Night Football            TICKeTS FOR ANy LOCAL                – NHL                                                     website can help them
     sports fan helps me create        – Monday Night Football            SPORTS eVeNT/TeAM                    – PBR (Pro Bull Riding)                                   reach even more constituents
     successful marketing that         – NFL Playoffs                     NeXT 12 MONTHS                       – PGA TOUR (Men’s Golf)
                                                                          ●	Individual Game Tickets                                                                      in our local market. Now
     grows our fan base and            – Super Bowl                                                            – Pro Rodeo                                               the stress is not keeping
     attracts sponsors.                – AFL (Arena Football League)
                                                                          ●	Partial Season Tickets             – WTA (Women’s Tennis)
                                                                          ●	Full Season Tickets
                                                                                                                                                                         me up at night!
                                    ●	College Football                                                         – WNBA
                                       – Regular Season                                                        – WWE (Pro Wrestling)
                                       – Bowl Games                       MAXIMUM wILLING                   ●	Summer Olympics

                                    ●	Pro Hockey
                                                                          TO PAy FOR A SINGLe               ●	Winter Olympics
                                                                          SPORTS TICKeT
                                       – Regular Season NHL
                                       – Stanley Cup Playoffs             SPORTS eVeNTS ATTeNDeD            SPORTS APPAReL wITH TeAM/
                                       – Minor League Hockey                                                LeAGUe LOGOS BOUGHT PAST
                                                                                                            12 MONTHS

18                                                                                                                                                                                                        19
                                          CLOTHING STOReS SHOPPeD/     PURCHASeD A PRe-PAID               wIReLeSS SeRVICe USeR
                                          BOUGHT PAST 3 MONTHS         GIFT CARD PAST 12 MONTHS
                                                                                                          wIReLeSS/CeLLULAR PHONe
                                          SHOPPING CeNTeRS/            ITeMS PURCHASeD & AMOUNT
                                          MALLS SHOPPeD
                                                                                                          ●	Amount of Monthly Bill
                                                                       SPeNT PAST 12 MONTHS
                                            Past 7 Days                                                   ●	Brand of Wireless/Cellular Carrier
                                          ●	                           ●	Athletic Shoes
      Retail                              ●	Past 30 Days                 Other Athletic Clothing          ●	Ways Use Cell Phone                                             Telecom
                                                                                                                                                      Automotive            Beverage
                                                                       ●	
                                          ●	Past 3 Months              ●	Children’s Clothing
                                                                                                              – Camera/Picture Taking
                                                                       ●	Cosmetics/Perfumes/Skin Care
                                          MAJOR STOReS                                                        – Download/Listen to Music
                                                                       ●	Costume Jewelry
                                          ●	Shopped                                                           – Download Ring Tones
                                                                       ●	Fine Jewelry
                                             – Past 30 Days
                                                                       ●	Infant’s Clothing                    – Download Wallpapers
                                             – Past 3 Months
                                                                       ●	Men’s Business Clothing              – Download Video Games
                                          ●	Purchased
                                                                       ●	Men’s Casual Clothing
                                             – Past 30 Days                                                   – E-mail
                                                                       ●	Men’s Shoes
                                                                                                              – GPS Navigation
                                          STOReS SHOPPeD/USeD          ●	Women’s Business Clothing
                                          SeRVICeS PAST 3 MONTHS       ●	Women’s Casual Clothing
                                                                                                              – Instant Messaging
                                          & PAST 12 MONTHS             ●	Women’s Shoes                        – Stream Video Clips
                                          ●	Books                      ●	Sports Equipment                     – Text Messaging
                                          ●	Bridal
                                          ●	Costume Jewelry                                                   – Other Internet Features
                                                                       SPORTS APPAReL wITH
#41: My voicemail                                                                                                                                                      #48: I need more
     light is always    < Coun t
                                          ●	Day Spa
                                                                       TeAM/LeAGUe LOGOS                  ●	Payment Plan
                                                                                                                                                       Coun t >             shelves for
                           the Ways       ●	Fine Jewelry               BOUGHT PAST 12 MONTHS                  – Prepaid Usage                          the Ways
     blinking.                            ●	Florists                                                                                                                        my awards.
                                                                       DIReCT MAIL (ADVeRTISING/              – Receive Bill Each Month
                                          ●	Home Accessories

       I use Scarborough to impress       ●	Music/Video                MAIL ORDeR CATALOG) PAST           ●	Plan to Purchase*

                                          ●	Office Supplies/Services   12 MONTHS                          ●	Plan to Switch Carrier
                                                                                                                                                       Incorporating Scarborough
       my clients with my knowledge                                    ●	Number of Times Purchased                                                     data into my creative
                                          ●	Pet Supplies
       of their target audience. The                                   ●	Merchandise or Services Bought
                                                                                                                                                       development process has
                                          ●	Toys
       result? Not only are my                                                                            TeLePHONe*
                                                                       SHOP CLOSeR TO                     ●	International Areas Called for Personal    reaped another award for
       prospects calling me back,         STOReS SHOPPeD PAST                                                                                          my agency…and even more
                                          3 MONTHS
                                                                       ●	Home                               Reasons Past 30 Days
       but I am successfully up-selling                                ●	Place of Work                                                                 accolades from my telecom
                                           Shoes/Footwear
                                          ●	                                                              ●	Long Distance Carrier
       my current clients.                                             ●	Both Equally                                                                  client. We used the research
                                           Sporting Goods
                                          ●	                                                              ●	Phone Bill Amount Last Month

                                                                                                              – Local
                                                                                                                                                       to develop creative that
                                          PLACeS SHOPPeD/PURCHASeD     PURCHASeD ITeMS VIA TV/CABLe*
                                                                                                                                                       delivered results.
                                          COMPUTeR HARDwARe/                                                  – Long Distance
                                          SOFTwARe DURING THe                                             ●	Prepaid Phone Card Use
                                          PAST yeAR*
                                                                                                              – Past 12 Months



                                                                       * Household Measurements
                                                                       See Also: Household Shopping       * Household Measurements


20                                                                                                                                                                                        21
                                           MODeS OF TRANSPORTATION USeD PAST 7 DAyS                   PLACeS VISITeD FOR AN OVeRNIGHT
                                           ●	Bus                                                      STAy OR LONGeR IN THe PAST 12 MONTHS
                                           ●	Carpool

                                           ●	Drive
                                                                                                      NUMBeR OF DOMeSTIC AIRPLANe
                                                                                                      ROUNDTRIPS TAKeN wITHIN THe
                                           ●	Taxi
                                                                                                      CONTINeNTAL U.S. IN THe PAST
  Transportation                           ●	Other                                                    12 MONTHS                                             Automotive              Travel
                                                                                                                                                                                   Beverage
                                                                                                      ●	Business
                                                                                                      ●	Personal/Vacation
                                           ROADS TRAVeLeD PAST 7 DAyS
                                                                                                      ●	Combined Business/Personal

                                           TOTAL MILeS TRAVeLeD PAST 7 DAyS/PAST 4 weeKS              ●	Total Trips



                                           TOTAL MILeS wALKeD PAST 7 DAyS                             NUMBeR OF TRIPS TAKeN OUTSIDe
                                                                                                      CONTINeNTAL U.S. PAST 3 yeARS
                                           TIMe SPeNT COMMUTING TO wORK ONe-wAy                       ●	Business
                                                                                                      ●	Personal/Vacation
                                           OUT-OF-HOMe MeDIA                                          ●	Combined Business/Personal
                                           ●	Pedestrian Traffic
                                                                                                      ●	Places Traveled
                                           ●	Additional Measures for Alternative Outdoor Categories
                                                                                                      ●	Total Trips
#40: I made commuting
     more fun for people   < Coun t                                                                                                                          Coun t >        #36: I'm going
                             the Ways      AIRPORTS USeD AS POINT OF DePARTURe PAST 12 MONTHS                                                                the Ways             on vacation.
     in my city.                                                                                      TRAVeL ReLATeD
                                                                                                      ●	Airlines Used Most Often/Used Past 12 Months
                                                                                                      ●	Airport Used as Point of Departure Past 12 months
        Using Scarborough insights on                                                                                                                        I applied Scarborough
                                                                                                      ●	Attractions Visited Past 12 Months
        how people commute, I was          See Also: Travel                                                                                                  data to a tough renewal
                                                                                                      ●	Cruise Lines Used Past 3 Years
        able to blend the right creative                                                                                                                     and successfully convinced
                                                                                                      ●	Hotels/Motels Used Past 12 Months
        with the right placements for a                                                                                                                      my advertiser that my
        traffic-stopping campaign.                                                                       – Personal/Vacation                                 newspaper is an essential
                                                                                                         – Business                                          part of their marketing
                                                                                                      ●	Rental Car Companies Used Past 12 Months
                                                                                                                                                             strategy. My kids can’t wait
                                                                                                         – Personal/Vacation                                 to meet Mickey Mouse!
                                                                                                         – Business
                                                                                                      ●	Use of Travel Agent*




                                                                                                      COMPANy PURCHASING
                                                                                                      DeCISION PARTICIPANT
                                                                                                       Business Travel/Convention Arrangements
                                                                                                      ●	




                                                                                                      * Household Measurements


 22                                                                                                                                                                                              23
                          ●	Albany, NY             ●	Detroit, MI             ●	Little Rock, AR      ●	Richmond, VA

                          ●	Albuquerque, NM        ●	El Paso, TX             ●	Los Angeles, CA      ●	Roanoke, VA

                          ●	Atlanta, GA            ●	Flint/Saginaw, MI       ●	Louisville, KY       ●	Rochester, NY

                          ●	Austin, TX             ●	Fort Myers, FL          ●	Memphis, TN          ●	Sacramento, CA

                          ●	Bakersfield, CA        ●	Fresno, CA              ●	Miami, FL            ●	Salt Lake City, UT

                          ●	Baltimore, MD          ●	Grand Rapids, MI        ●	Milwaukee, WI        ●	San Antonio, TX

                          ●	Birmingham, AL         ●	Green Bay/              ●	Minneapolis, MN      ●	San Diego, CA

                          ●	Boston, MA               Appleton, WI            ●	Mobile, AL/          ●	San Francisco, CA

                          ●	Buffalo, NY            ●	Greensboro, NC            Pensacola, FL        ●	Seattle, WA

                          ●	Charleston, WV         ●	Greenville, SC          ●	Nashville, TN        ●	Spokane, WA

                          ●	Charlotte, NC          ●	Harlingen/McAllen, TX   ●	New Orleans, LA      ●	St. Louis, MO

                          ●	Chattanooga, TN        ●	Harrisburg, PA          ●	New York, NY         ●	Syracuse, NY

                          ●	Chicago, IL            ●	Hartford, CT            ●	Norfolk, VA          ●	Tampa, FL

                          ●	Cincinnati, OH         ●	Honolulu, HI            ●	Oklahoma City, OK    ●	Toledo, OH

                          ●	Cleveland, OH          ●	Houston, TX             ●	Orlando, FL          ●	Tucson, AZ

                          ●	Colorado Springs, CO   ●	Indianapolis, IN        ●	Philadelphia, PA     ●	Tulsa, OK

                          ●	Columbus, OH           ●	Jacksonville, FL        ●	Phoenix, AZ          ●	Washington, D.C.

                          ●	Dallas/Ft. Worth, TX   ●	Kansas City, MO         ●	Pittsburgh, PA       ●	West Palm Beach, FL

 www.scarborough.com      ●	Dayton, OH             ●	Knoxville, TN           ●	Portland, OR         ●	Wichita, KS

                          ●	Denver, CO             ●	Las Vegas, NV           ●	Providence, RI       ●	Wilkes-Barre, PA
www.weknowthelocals.com
                          ●	Des Moines, IA         ●	Lexington, KY           ●	Raleigh/Durham, NC
 info@scarborough.com

				
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