Local Research
You can find general demographic information about the Chicago DMA by clicking the Coverage Overview link on the left navigation bar. But say you want more detailed information about YOUR audience? Then what?
Before you can properly sell to your audience, you must understand what makes them tick: their needs, their viewing habits, their purchase behaviors, etc. And only the largest advertisers used to be privy to this kind of market intelligence. Now, Comcast Spotlight can share this knowledge with all of our advertisers – both large and small – all at no cost. Here’s just a small sample of what kinds of research we can provide.
- Target audience identification/confirmation
- Purchase behaviors of your target
- Lifestyle activities of your target
- Viewing habits of your target by geographic region
- Advertising activity of your competitors
Here are some of the great tools we offer advertisers who want a more detailed description of their target and their ad effectiveness:
Arianna - The Nielsen Company's software for accessing TV's daily overnight ratings, shares, HUTs in quarter-hour segments in all of the metered markets.
STRATA Marketing, Inc.- develops software for the in-depth analysis of ratings data from Nielsen, Arbitron and other data providers. Specifically their CableVIEW and Q-VIEW products -- two of the most popular cable software products in the industry -- help Comcast Spotlight blend quantitative numbers with qualitative research data. They help provide our advertisers with a clearer picture of their target audiences on a local level.
Alteryx (formerly SRC) specializes in designing, building and deploying Integrated Micromarketing Solutions where location is key. It provides demographic and market analysis tools via custom internet/intranet applications giving you the ability to quickly analyze any geography in the U.S.
Scarborough offers a wealth of information you can use to profile consumers by the products they buy, the stores they shop at, and the ad-supported media they use. This data demonstrates the differences between the consumer who watches cable television networks compared to consumers who don’t have the luxury of cable television. Scarborough is the most comprehensive, local market, syndicated survey available for major markets. Scarborough packs more than 1,200 products, services and retail shopping categories into each local database, making every item measured a possible business opportunity. Consumer retail shopping behavior, product consumption, media usage, lifestyle and demographic characteristics are reported. Scarborough provides actionable information for selling cable advertising to local, regional and national advertisers.
The SQAD (Service Quality Analytics Data) software system reports local broadcast cost per points (CPP) and cost per thousands (CPM) based on TV time periods for the major buying demographics for all DMA's. The data is updated on a quarterly or monthly basis and projected for the next four quarters.
Kantar Media (formerly TNS/CMR) tracks advertising expenditures on broadcast television, newspapers, and radio stations. CMR (Competitive Media Reporting) acts as a comprehensive competitive resource for consumer and business marketers. Using the industry’s premier advertising data collection system, it tracks more than 100 million advertisements nationwide, as well as expenditures and the introduction of new campaigns, in thousands of markets. This data is then supplied as integrated information solutions, targeted to the needs of clients worldwide.]
Mediamark Research (or MRI) offers comprehensive demographic, lifestyle, product usage and exposure to all forms of advertising media collected from a single sample. MRI provides information to magazines, television, radio, Internet and other media, leading national advertisers and over 450 advertising agencies - including 90 of the top 100 in the United States. Variables include Attitudes, Cable Television, Lifestyles, Sports and much more.
R. L. Polk is an automotive database that provides new and used car sales by dealership broken down by zip code. Given the zip code, we can also provide car sales by Comcast Advertising Zone. Polk Data comes from DMV records and does not include fleet sales or sales outside our selling area. Therefore, the Polk data may not match your dealer sales exactly. Polk is the premier provider of automotive information and marketing solutions. Polk provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk provides annual statistics on nearly 200 million cars and trucks in operation in the U.S. and Canada.
comScore is the preferred source of Internet audience measurement for financial analysts, advertising agencies, publishers and marketers. Reports provide ongoing monthly metrics (i.e. UV, Reach, Visits, Duration, Page Views) and demographics, detailing online U.S. media usage for thousands of Web sites, spanning across 27 categories and 83 sub-categories.
Nielsen Online measures national internet audience for websites across the country. The @Plan consumer database consists of the survey results of 36,000 active internet users. Nielsen NetRatings provides a panel based behavioral study providing high quality Internet user activity information that enables users to understand how people use the Internet.
The Audit Bureau of Circulations is the leading third-party auditing organization in North America, and its publication audits are conducted in accordance with rules established by its Board of Directors. These rules govern not only how audits are conducted, but also how publishers report their circulation figures. The ABC strives to conduct audits that set the industry standard for integrity, objectivity, and accuracy, and uses state-of-the-art techniques to produce and disseminate ABC-audited information.
The Red Books, updated quarterly, list all national and local advertisers and their advertising agencies. Like CMR, these books are very helpful for determining the competitive arena for all major marketers.
