| NEW YORK: Nielsen Media has
entered into alliances with Scarborough Research to offer the NSI
Profiler—a new qualitative television rating which combines Nielsen
Station Index ® (NSI) ratings with Scarborough’s qualitative
consumer indices.
This combination of Scarborough’s premier qualitative information
with the NSI rating – the currency for television audience
measurement – enables media planners to take lifestyle, shopping
preference, and other consumer behaviors into account when determining
the propensity of a viewer to tune into certain television programs.
The NSI Profiler will be made available through Scarborough’s
PRIME NExT data analysis software to all clients who subscribe to
both Scarborough Research and Nielsen’s local ratings service.
Scarborough Research president Bob Cohen was quoted as saying that
an in-depth understanding of local viewer behaviour is necessary
in today's scenario. “The creation of this qualitative rating
will add a new dimension to the buying and selling process and ultimately
improve our client’s return on their investment,” he added.
Nielsen Media Research GM - local service Jack Oken mentioned that
this was the next logical step in advancing qualitative service
for their discerning clients.
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