What is Scarborough?

Scarborough Research is a consumer research firm. We measure lifestyles, shopping habits and media habits of adult consumers in the U.S.

What does Scarborough measure?

Scarborough measures demographics (such as age, sex, household income, etc.), lifestyles (such as leisure activities, personal activities and sports attendance/avidity), media habits (including television viewing, radio listening, newspaper readership, Internet usage, out-of-home media measurements and yellow pages readership), and shopping preferences (stores shopped, purchasing patterns, brand preferences). These measurements are made available locally, regionally and nationally.

Who uses Scarborough?

Marketers, advertising agencies, print and electronic media (broadcast and cable television, radio stations), sports teams and leagues and out-of-home media companies.

How can I get Scarborough data?

Access to Scarborough data is available to clients only. If you'd like more information, please contact us at: info@scarborough.com

How is data collected?

Scarborough employs a two-step process to collect consumer data: a telephone interview followed by a self-administered questionnaire and television diary. For more details about our data collection process, please see the methodology page.

What is a DMA® ?

Scarborough measures 81 DMAs in the U.S. A DMA, or Designated Market Area, is a group of counties in which the commercial television stations in the metro/central area achieve the largest audience share. this is non-overlapping geography for planning, buying and evaluating television audiences across various markets. DMA is a registered trademark of Nielsen Media Research.