As part of our ongoing commitment to our clients, Comcast Spotlight has invested substantially in audience and marketing research. We provide this wealth of research and resources to help keep you and your clients competitive.

We also help to provide further insight into our local market viewing and consumer behaviors. At the same time, we want to ensure that your advertising message is reaching the right people, in the right place, at the right time.

Some of our research & information resources include:

• Nielsen Media Research.
  Nielsen Media Research remains the definitive industry database for audience measurement. Boston was the first market in which Nielsen Media Research launched the Local People Meter methodology. Since May of 2002, this new methodology has allowed for greater access to instant household and demographic overnight ratings through Nielsen’s Galaxy Navigator software. .
   
• Scarborough Research.
  Scarborough Research is a state of the art database of research derived from a semiannual survey of consumers within the Boston DMA. We have invested in Scarborough Research to learn more about your clients’ customers, including the information on the kinds of products they use, income earned, life—styles, spending patterns and more.
   
• Arbitron Research.
  Arbitron Research provides qualitative data in markets for which Scarborough is unavailable. This database, known as Retail Direct, provides information on spending habits, products purchased, and media usage for the Springfield-Holyoke DMA.
   
• Industry Television Data.
  As members of the Cable Advertising Bureau (CAB), we can tap into a whole library of information for each of our networks.
   
• Competitive Data. 
  Competitive Data We also subscribe to TNS Media Intelligence/CMR for information on broadcast, newspaper and radio advertising. This data assists us in analyzing the media schedules of your clients’ competition.
   
• Additional Research Tools. 
  Spotknowledge by SRC provides us with the characteristics of consumers in Boston’s DMA. It provides analysis of the marketplace through an array of segmentations (geographies, demographics, consumer spending, retail sales, etc.) The software also exhibits the data in mapping and chart formats.
   
  POLK data consists of new and used vehicle registrations by dealer and by ZIP code. Data is broken down by model with registrations recorded for every month. This data is updated monthly and can be wrapped up across the latest 12 months.