Adspace: Scarborough mall data better than Nielsen’s
Adspace in the U.S. is replacing Nielsen data with figures from Scarborough Research, hoping to give advertisers a more accurate picture of audiences for its network of screens in shopping centres.
The firm has been using Nielsen’s On Location service, which provides estimates of traffic through each mall based on information supplied by mall managements – who use a range of methods to gauge their numbers.
But now Adspace is reportedly turning instead to Scarborough’s reports on the number of consumers going to each mall and the frequency of their visits, giving media buyers and planners a clearer and more standardised estimate of the network’s reach.
The Scarborough figures are believed to be about nine percent lower than Nielsen’s.
Adspace operates 1400 eight- and nine-foot-tall screens which show shopping highlights as well as ads, in 105 malls across 39 markets.
www.adspacenetworks.com
www.nielsen.com
www.scarborough.com
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