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Scarborough Expands TV Measurement

New York-based consumer-research firm Scarborough Research is adding TV-genre information and video-on-demand viewing to its measurement service.

It had already been collecting demo information from 75 TV diary-keepers around the country, but clients requested that it drill deeper.

Now, clients can get information on specific show-type preferences, from reality or dating shows to games and docs.

Scarborough allows programmer and marketer clients to cross reference those preferences with a host of lifestyle choices, from the types of restaurants they frequent to their Internet shopping habits.

Contributing editor John Eggerton has been an editor and/or writer on media regulation, legislation and policy for over four decades, including covering the FCC, FTC, Congress, the major media trade associations, and the federal courts. In addition to Multichannel News and Broadcasting + Cable, his work has appeared in Radio World, TV Technology, TV Fax, This Week in Consumer Electronics, Variety and the Encyclopedia Britannica.