Reach & Frequency Metrics For The Shopping Center Industry.

Scarborough Research and Arbitron Inc. announced that the two companies will begin a series of initiatives designed to significantly enhance Scarborough’s shopping center audience measurements and metrics. The goal is to enhance the planning and buying of advertising in shopping centers. Simon Property Group, Inc., a current Scarborough client and recognized industry pioneer, has led industry efforts to systematically improve measurement of malls as media through its charter leadership of these initiatives.

Scarborough Research and Arbitron will embark on a series of research initiatives to create the foundation for mall audience metrics. This process will begin with personal interviews with decision makers at leading agencies and advertisers to quantify their needs for mall audience measurement. In addition, Scarborough will test and refine a mall-centric reach and frequency application, offering planners and buyers the ability to assess unique shopping center visits and the frequency of mall exposures. As a leader in local market consumer research, Scarborough provides the most comprehensive measurement of mall shopping behavior and preferences with data on approximately 1,500 different mall properties and in-depth profiles of their shoppers. Scarborough surveys over 200,000 adults annually across 75 local markets, measuring the shopping, media, lifestyle and demographics for American consumers.

Stewart Stockdale, chief marketing officer of Simon Property Group and president of Simon Brand Ventures, said, “Simon is dedicated to supporting the development of shopping center audience metrics so advertisers can confirm the value of including shopping center advertising in their media plans. With the addition of reach and frequency, advertisers will become aware of the tremendous reach and frequency delivered by shopping malls in general and Simon Malls in particular.”

Bob Cohen, Ph.D., president and CEO of Scarborough Research commented, “We are excited to begin this program and to add new dimensions to our mall audience measurement. We appreciate Simon’s leadership in helping to charter it. Scarborough is committed to providing innovative, efficient ways to help enhance communication plans and the development of this tool underscores that dedication.”

Pierre Bouvard, president of Arbitron New Ventures said, “The mall audience is substantial with over 107 million Americans having visited a mall in the past month according to the latest Scarborough study.” Bouvard adds, “Plus, these mall shoppers are valuable because they are exposed to advertising as they consider and make purchases.”