Local Research

We have the research tools to help you!

Local Research

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

Research Tools include:

  • 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 VIEW – Cable 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.
  • 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.
  • TNS Media Intelligence/CMR tracks advertising expenditures on broadcast television, newspapers, and radio stations in the San Francisco DMA. TNSMI/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 TNSMI/CMR’s clients worldwide.
  • 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 Media Metrix/AdMetrix Media Metrix 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 comScore Media Metrix uses a panelist’s zip code to identify his/her local market of residence. Media Metrix measures local market internet traffic using a panel of 4428 respondents in the Minneapolis-St. Paul DMA. comScore Ad Metrix captures millions of ad views every day to provide publishers and advertisers with in-depth insights into the online display advertising landscape. This is the only place you will get a detailed 360 view into the “who, what and where” of online advertising.
  • Nielsen Online (AdRelevance, NetRatings & @Plan Reports) Nielsen Online service measures national internet audience for websites across the country. The @Plan consumer database consists of the survey results of 36,000 active internet users. The study measures US web usage from all locations including at work, home, school or public computers. The survey covers site usage, demographics, lifestyle characteristics, brand and product preferences. 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. AdRelevance measures ad placement, spending and exposure information across sites.
  • SRC Spotknowledge SRC Spotknowledge has been developed by SRC, LLC to bring you the data you need to make sound business decisions. Integrating Polk, ABC, MRI, Scarborough, Mosaic cluster, CEX, census data and business lists, Comcast SpotKnowledge gives you the ability to quickly analyze any geography in the U.S.. SpotKnowledge Features the ability to create custom reports for any geography in seconds, perform quick and accurate market analysis, create fully interactive maps, create radius based maps and reports, create summary and comparison reports for any U.S. geography, full access to current year estimates and five year projections, complete access to 1990 and available 2000 Census data, access ABC newspaper circulation for multiple editions, reference Business locations by type, Mediamark Research, Inc. syndicated survey information and detailed POLK data for any geography.