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Start 2023 with a Bang!

January 5, 2023

Each fall, Nielsen Audio releases their second Scarborough survey of the year. This is the time in which several new categories and answer choices are updated. Usually, you will see many new choices, yet not much in the way of new categories. Well, I am excited to say that this year, it is packed with some new and revenue-enhancing categories!

Keep reading to see the highlights on how you can grow your 2023 revenue!

Scarborough added many new choices and questions to the Release 2 2022 survey, too many to mention in this blog. To keep things simple, today we will focus on two categories that had the most enhancements: CBD and Sports/Online Gambling.

In the CBD category, you will now find expanded choices for CBD Products Used or Plan to Use in the Next 3 Months. This includes beverages, capsules/pills, CBD for a pet, concentrates, edibles, patches, sprays, and more. They also added a question for Stores Likely to Buy CBD Products in the Next 3 Months. Stores include club store, convenience store, doctor’s office, mass merchandiser, natural food store, online sources, pet store, vape stores, grocery, websites, etc., as well as someone else will purchase this for me. Depending on your state regulations for CBD advertising, this can be a gold mine for you to pitch local CBD merchants. Now you have specific information about your listeners’ use of CBD products and how to advertise to them. Dig deep and find the best story for your station and go after this new and evolving revenue category.

Prior to Release 2 2022, Scarborough was limited in the information you could extract on your listeners’ Sports Gambling habits. Additional choices have been added to the questions for Sports Entertainment Activities Past 12 Months, Special Sports Programs Watched Past 12 Months, and Sports Watched/Listened/Attended/Streamed/Followed. New questions were added for the following:

  • Leagues Plan to Bet on Next 12 Months – this includes all the major sports categories.
  • Websites/Apps Might Use to Bet – this includes all of the popular betting sportsbooks.

Now you can provide a detailed profile of your listeners’ Sports Gambling habits to pitch an advertiser on the benefits of including your station in their media campaign. Show the advertiser that you reach and deliver their consumer!

While you are checking out your market and station-specific profiles in the new Scarborough Release 2 2022, remember to look at the recent 6-month survey instead of the 12-month survey, which is usually the default in Tapscan or Prime Lingo. Building a great presentation that showcases your audience and how you can deliver the right consumer will help you close more sales in 2023! We would love to help you tell your best story. Give us a call. 🙂

-Karen Morriss, Director of Client Services

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