Arbitron, Discovery Ink Research Pact

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Arbitron Inc. has signed a deal to provide its Scarborough Research service to Discovery Communications Inc., officials said Tuesday.

Under the agreement, Arbitron will provide Discovery’s affiliate-sales and marketing division with national and local consumer research for 75 markets from Scarborough, a service that provides data on consumer patterns and media usage. Discovery will also get Scarborough’s custom Hispanic studies for 10 markets.

“Increasingly, cable networks use consumer research to quantify the appeal of their programming and to better match network offerings with marketing priorities,” Arbitron vice president of cable sales Carol Edwards said in a prepared statement.

“Through Scarborough’s data, Arbitron provides valuable national and local market intelligence that enables cable networks to strategically demonstrate their value to affiliates and advertisers,” she added.

Other cable programmers that use consumer research from Scarborough include A&E Television Networks, FSN, MTV Networks, NBC Universal Cable and The Weather Channel.

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