No Revolution

Arbitron, VNU Launch Apollo Project
Katy Bachman
JANUARY 17, 2006 - [ Click for article here. ]

Arbitron and VNU announced Tuesday the official launch of the pilot panel for Project Apollo, a national marketing service which collects multi-media and product purchase data from a common sample of consumers. As of Jan. 13, the national panel has more than 5,000 households installed with more than 10,000 individuals participating across the country. The pilot will run for six months with the first data released to clients in April.

Project Apollo collects data by combining Arbitron’s portable people meter with AC Nielsen’s Homescan consumer panel to provide a better understanding of the link between consumer exposure to multiple media and their shopping and purchase behavior. So far, six national advertisers, including Procter & Gamble, SC Johnson, and Unilever USA, have signed agreements for the pilot. Combined, the six advertisers spend more than $6.2 billion in media advertising.

“Project Apollo is focused squarely on the needs of markeers who are increasingly under pressure to demonstrate the ROI of marketing investments,” said Dave Thomas, senior vp of strategy and business development for Nielsen Media Research, owned by Mediaweek parent VNU.

“When marketers know what actually gets communicated to consumers and how consumers respond in the marketplace, they will be better able to craft messages that will have an impact and make more informed decisions about their media budget and media mix,” said Linda Dupree, senior vp of PPM new product development for Arbitron.

Separately, Arbitron is in the process of demonstrating its PPM-based local ratings service in Houston, which could be commercialized for radio ratings as early as April. So far, several of the nation’s largest advertising agencies, including the Interpublic Group, WPP Group, Publicis Groupe, and Aegis Group have signed for the PPM service when it rolls out.

Nielsen Media Research has an option to form a joint venture with Arbitron to commercialize the PPM for TV ratings. That decision is due this quarter.