Nielsen Media Research and Scarborough Research jointly announced Tuesday
that they will offer new qualitative ratings data by combining Nielsen's
"Station Index" ratings with Scarborough's qualitative consumer indices.
The new rating is dubbed the "NSI Profiler."
Scarborough produces research on lifestyle, shopping preference and other
"The creation of this qualitative rating will add a new dimension to the
buying and selling process and ultimately improve our clients' return on their
investment," Scarborough president Bob Cohen said in a prepared statement.
The new research is an outgrowth of an agreement forged by the two research
firms last year, Nielsen general manager of local services Jack Oken said.
Scarborough is a joint venture of Arbitron Inc. and Nielsen parent VNU Media
Measurement & Information.