Nielsen, Scarborough Team Up

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Nielsen Media Research and Scarborough Research announced a partnership
Thursday to offer qualitative research to local television stations.

Effective in January, Scarborough's TV-sales and training divisions will join
Nielsen's local TV business unit, Nielsen Station Index.

'By combining our services, we will be able to provide a more complete
service that better meets the needs of the marketplace,' Nielsen CEO John
Dimling said in a prepared statement.

Scarborough -- which reports on consumers' shopping patterns, media usage and
lifestyle activities -- is a joint venture of Arbitron Inc. and VNU; the latter
also owns Nielsen.

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