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Arbitron, VNU to Explore Research Service

Sep 29, 2004  •  Post A Comment

Arbitron and VNU said Tuesday they will explore the development of a national research service that will collect media use data and purchase information from a common sample of consumers to give marketers a better picture of how media behavior is linked to the purchase of products.

Procter & Gamble is collaborating with Arbitron and VNU on the project, which employs personal people meters to measure media use. The project is separate from the work Arbitron is doing that uses the personal people meter to create ratings data for television and radio.

Separately, VNU’s Nielsen Media Research unit told clients it will make available raw data on minute-by-minute television viewership data beginning Oct. 2005.