The Challenge:

Many of our clients - both professional and collegiate teams - want to understand exactly how their fans participate in the support of their team, as well as the total number of fans they have.

The Scarborough Solution:

We research teams by name across four measures: attendance, radio listenership, broadcast television viewing and cable television viewing. Each criteria can be analyzed individually (attendance vs. listenership). And typically, teams choose to group the measures and create an overall fan number, called W.A.L. (watch or attend or listen). We're able to eliminate the possibility of duplication, so the person who watches and attends a game would only be counted once.