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.