Nielsen Media Research has forged a marketing agreement with Scarborough Research, a 50-50 joint venture between Arbitron and VNU (the Dutch group that owns Nielsen).

Under the deal, Nielsen will phase out its AdVantage service from January and instead promote to its TV clients Scarborough’s consumer demographic and lifestyle data, covering 75 markets as opposed to Nielsen’s 23.

Stated Nielsen ceo John Dimling: “At a time when television stations are searching for a more robust definition of the viewing audience, our two companies are offering complementary measures.”

News source: (US)