Scarborough Pricing: Complete 2026 Breakdown
Scarborough is Nielsen's local market consumer intelligence product for DMA-level audience, lifestyle, purchase, and media behavior data. It is used by media planners, local advertisers, broadcasters, and market researchers that need local US market detail.
Full platform access is enterprise-priced and custom-quoted. Nielsen also sells some individual Scarborough industry reports, which provide research access but are not a substitute for full planning and targeting workflows.
Pricing Model
Scarborough uses a custom enterprise licensing model for comprehensive access. Cost depends on DMA coverage, number of users, category access, reporting needs, Nielsen ONE integration, and whether Scarborough is part of a broader Nielsen agreement.
Individual industry reports have been listed publicly at $395 per report on Nielsen materials. Those reports are useful for one-off research, but they do not provide the same access as an enterprise Scarborough license.
Pricing Tiers
| Tier | Pricing | Best For |
|---|---|---|
| Industry Reports | Public report pricing, historically $395/report | One-off category research |
| Local Market Access | Custom quote | Teams needing DMA-level consumer and media behavior data |
| Enterprise / Nielsen ONE | Custom quote | Organizations using Scarborough segments in broader Nielsen workflows |
What's Included
Enterprise access can include local market consumer data, media habits, lifestyle and purchase behavior, category analysis, and advanced audience segment support. Exact access depends on the markets and products licensed.
Buyers should clarify whether advanced audience segments, Nielsen ONE planning access, exports, and local market reports are included or contracted separately.
Total Cost of Ownership
- Market coverage: DMA scope is a primary cost and value driver.
- Research workflow: Teams need analysts who understand survey data and local market planning.
- Nielsen ecosystem: Existing Nielsen agreements may affect packaging and integration options.
- Activation limits: Confirm what can be used for planning, reporting, and audience activation.
- Training: Local planners and client teams may need onboarding to interpret indexes and categories.
Who It's Best For / Not For
Best for: Agencies, broadcasters, and advertisers that need local US consumer intelligence for DMA-level media planning.
Not ideal for: Global research teams, teams that only need national psychographic data, or buyers looking for self-serve low-cost audience research.
Alternatives
- MRI-Simmons — National US consumer research and psychographics.
- GWI — Global consumer research and media behavior data.
- Resonate — Consumer intelligence and activation segments.
- Claritas — Segmentation and local market data.
- Experian — Consumer data and audience enrichment.
See the full Scarborough alternatives page for a broader comparison.
Frequently Asked Questions
Does Scarborough publish pricing?
Nielsen does not publish standard enterprise pricing for Scarborough. Some individual reports have public pricing, but full access is custom-quoted.
How much do Scarborough reports cost?
Nielsen materials have listed individual industry reports at $395 each. Confirm current report availability and pricing with Nielsen before purchasing.
Is Scarborough only for local media?
Local market planning is its core strength, but national advertisers also use Scarborough to understand DMA-level variation.
How does Scarborough compare with MRI-Simmons?
Scarborough is stronger for local market data. MRI-Simmons is stronger for national consumer psychographics and brand behavior.
Does Scarborough connect to Nielsen ONE?
Nielsen has announced Scarborough-powered advanced audience segments in Nielsen ONE, making local consumer data more useful in cross-media planning workflows.
Sources & Methodology
Sources include Nielsen Scarborough materials and MPT directory research. Pricing guidance is directional and should be verified with Nielsen.
Last reviewed April 2026. See the Scarborough listing, compare Scarborough alternatives, or explore all media planning tools.