Arbitron and Nielsen Extend ‘Project Apollo’

Feb 1, 2007  •  Post A Comment

Arbitron and the Nielsen Co. agreed to form a jointly owned limited liability company to continue to develop Project Apollo, a research service designed to track the media exposure and product purchase behavior of consumers.

Project Apollo relies on the Arbitron Portable People Meter system ACNielsen Homescan technology to provide advertisers with a better idea of how advertising influences product sales.

Arbitron and Nielsen had agreed to share the costs of developing a pilot panel for the service beginning in 2005. The panel is composed of 11,000 people in 5,000 households.

Seven advertisers, including Procter & Gamble, are members of the Project Apollo steering committee.

“Together, our companies and our charter supporters in the advertising industry will work to make ‘Project Apollo’ the most advanced marketing research service of its kind.” said Susan Whiting, executive vice president of The Nielsen Company and chairman/CEO of Nielsen Media Research in an announcement on Thursday.

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