Scarborough Research Site Privacy Statement for Customers and Employees in the United States

Last Updated: May 3, 2010

Scarborough Research ("Scarborough") is a media research firm that provides information services used by the media, their advertisers and advertising agencies to develop local marketing strategies. Consistent with our corporate values of honesty, integrity, trust and accountability, Scarborough Research is committed to protecting the privacy of personal information. This Website (the "Website") is intended to be a means by which Scarborough customers and Scarborough employees in the United States may interact with Scarborough and obtain Scarborough information, services, audience estimates, data, software applications, updates, patches and training. Access to the foregoing may depend on whether you are a Scarborough customer or a Scarborough employee or an Arbitron Inc. or Nielsen Company employee who licenses or services Scarborough services ("Arbitron" and "Nielsen" respectively). Scarborough customers and Scarborough, Arbitron and Nielsen employees may access secure data and content and/or applications. If you are a Scarborough customer, some of the audience estimates, data, content and/or applications on this Website are secure and can only be accessed with prior written agreement with Scarborough, and may only be used under the terms of those agreements. Some of the audience estimates, data, content and/or applications on this Website are secure and can only be accessed by certain Scarborough, Arbitron and Nielsen employees with prior permission from Scarborough, and may only be used consistent with the requirement of the employee’s position and the policies and procedures regarding conduct and ethics at Scarborough, Arbitron and Nielsen, respectively.

Consistent with its corporate values of honesty, integrity, trust and accountability, Scarborough is committed to protecting the privacy of personally identifiable information. In order to understand the manner in which Scarborough uses and protects information provided to it through this Website, please read the following Privacy Statement for this Website. This Privacy Statement applies to this Website only and not to any other Scarborough Website or to any information gathered offline by Scarborough.

Scarborough Customers, and Scarborough/Arbitron/Nielsen Employees Who License and Service Scarborough

The personal information that Scarborough collects through this Website is email address and PRIME Lingo™ password. The user's email address and PRIME Lingo™ password are collected at the time the Scarborough customer signs in to The email address and PRIME Lingo™ password provide Scarborough with the capability to track who has signed in to this Website, the sign-in and sign-off times, and the content that has been accessed. Scarborough will use this information for customer support, to enhance the quality of the user experience and for other internal purposes. Additionally, we may provide the user the option to change their page layout and content in order to enhance the user experience, and that information is stored and maintained for future visits to the Web site.

This Website is customized for use by each authorized user to present the information, services and other content most appropriate and data that is subscribed to only for the individual user. When email address and PRIME Lingo™ password are provided, this information will be used to customize the Web pages by matching the email address and PRIME Lingo™ password to an individual profile of information collected offline and/or online, such as, customer ID, customer type, account status, home market, company and job title. Your email address will also be used to authenticate and authorize access to the appropriate content.


Visitors may access the sign-in page on this Website without providing personal information. However, in order to move beyond the sign-in page, each visitor will have to input an email address (client/user's email address) and PRIME Lingo™ password.

Other Uses

In some instances, we may use other companies to perform certain services on our behalf. These companies may need access to personal information to complete the services. The companies will not have authorization to use personal information for purposes other than to perform the services on our behalf. The data we collect are considered our proprietary business assets and may be transferred if another company acquires Scarborough or all or substantially all of Scarborough’s assets. We may also release personal information to respond to judicial process and provide information to law enforcement agencies or in connection with an investigation on matters related to public safety, as permitted by law, or otherwise required by law. In addition, we may disclose information if we believe that there has been a violation of our Terms of Use or of our rights or the rights of any third party. Finally, we may disclose personal information with the data subject’s consent.


Scarborough does not knowingly solicit information from children on this Website or knowingly market its services to children.

Additional Information Collected Automatically

Scarborough does obtain certain information each time a customer or employee signs in to the Website. Examples of this type of information include the type of Internet browser being used, the type of computer operating system being used, the domain name of the Website from which the visitor linked to our site, and the email address and PRIME Lingo™ password to authenticate and authorize access to the appropriate content on this Website.

Users of the PRIME Lingo™ software will be generating reports from a Scarborough database.  In the process of defining these reports, the specifics of the reports will be transferred between the user and the PRIME Lingo™ servers.  The data elements that the user is requesting to be used in a report will be selected by the user and transferred to the server, with the results of the query transferred back to the user.  These specifications will be stored, at least temporarily, for the purposes of generating the report.

Users will also have the ability to "permanently" save report specifications and other user-defined data elements (e.g., Custom Definitions) for the purposes of later retrieving the specifications and/or sharing them with others within the user’s own organization.  When doing so, the user elects to store this information on the PRIME Lingo™ servers.  Users have the ability to later choose to delete the permanently stored specifications and data elements, at which point they will be removed from permanent storage on the servers.

While accessing the software, other actions performed by the user may be logged in temporary and/or permanent storage.  The logging of these actions may be necessary in order to provide certain functionality (e.g., "undo," "back," or "restart"), or in some cases to improve the user experience (e.g., "Frequently used" functionality) or to provide technical support.

In all instances, nothing that is saved is shared with any other users of the software (i.e., only those with knowledge of the specific account credentials), except where the user takes specific action to "share" certain specifications and/or definitions, in which case the information is shared only with other users within the same organization (i.e., the user’s company).

Scarborough will have access to the log-in (sign-in) properties of PRIME Lingo™ users.  This data, including user log-ins, time spent in software and areas of software accessed may at times be utilized and shared internally in order to aid in software development, the sales/renewal process or in training initiatives. In addition, at the sole discretion of Scarborough account and training management, this data may be produced in a summarized (not individual) format to provide insights for client reporting.


When a Scarborough customer or employee views this Website, we may store a small text file on the viewer's computer's hard drive. This information will be in the form of a "cookie" or similar file and can help us in many ways, such as, preserving your email address so you will not have to type it in each time you access the Website and encrypting the session-ID that retains the authorization once you have signed in. With most Internet browsers, you may erase cookies from your computer hard drive, block all cookies or receive a warning before a cookie is stored. Should you choose to block or delete cookies, you will not be able to access Scarborough's software and/or data.


To prevent unauthorized access, maintain data accuracy, and ensure the appropriate use of information, Scarborough implements procedures to safeguard and secure the information that is collected online. Although Scarborough will use reasonable efforts to safeguard the confidentiality of the information provided, transmissions made by means of the Internet cannot be made absolutely secure. Scarborough is not liable for disclosure of the information supplied due to errors in transmission or unauthorized acts of third parties.

Governing Law

This Privacy Statement and the laws of the State of New York and of the United States shall govern any issues related to this Privacy Statement that may arise.


Scarborough may use the e-mail addresses collected at the time of registration to this Website to send e-mails concerning updates or announcements about our services to our subscribers. Customers will have the opportunity to indicate that they do not wish to receive such e-mail information from Scarborough. Scarborough, Arbitron and Nielsen employees can sign-up for the same subscriber e-mails. They too will have the opportunity to indicate that they do not wish to receive update or announcement e-mails.

Customer Contact Information

Scarborough reserves the right to contact our customers regarding account status and changes to the license agreement, privacy statement, or any other policies or agreements relevant to our customers.

If you are a customer and would like to review and/or update the customer registration information, or if there are any questions or concerns about the privacy policy, please send us an e-mail at

Employee Contact Information

If you are a Scarborough, Arbitron or Nielsen employee who license or service Scarborough and would like to review and/or update the employee information related to this Website, or if there are any questions or concerns about the privacy policy, please send us an e-mail at

Revisions of this Privacy Statement

We may change this Privacy Statement from time to time. When we do, we will post the change(s) on the site and update the Effective Date below. Be sure to check back periodically to note any updates.

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