Scarborough Expands Via Cell-Only Markets

Scarborough announced Tuesday (Feb. 16) that it will incorporate cell phone–only households into an additional 20 local markets, beginning with the second release of data in 2010 (issued in October). With this latest expansion, Scarborough now includes CPO households in 30 local market studies.

Scarborough began rolling out CPO treatment in its local market samples in August 2009 with 10 markets. In 2011, the remainder of Scarborough top-tier markets will receive CPO treatment.

Markets included in this latest expansion include: Albany, N.Y.; Atlanta, Ga.; Baltimore, Md.; Charlotte, N.C.; Chattanooga, Tenn.; Des Moines, Iowa; Fresno, Calif.; Jacksonville, Fla.; Kansas City, Mo.; Knoxville, Tenn.; Lexington, Ky.; Memphis, Tenn.; Milwaukee, Wis.; Phoenix, Ariz.; Rochester, N.Y.; San Diego, Calif.; Salt Lake City, Utah; Seattle, Wash.; Toledo, Ohio; and Tulsa, Okla.

Scarborough, a joint venture between Arbitron and Nielsen, is the only local market qualitative service with cell phone–only treatment.

“CPO enhances our sample composition among traditionally hard to reach young and multicultural populations,” said Steve Seraita, executive vp of sales for Scarborough Research.