Nielsen, Arbitron Push Project Apollo Along

Arbitron and Nielsen have signed an agreement aimed at completing development and testing of the Project Apollo marketing research service.

The deal covers expansion of the pilot panel to a national service "if the test results meet expectations and generate marketplace support." The companies set up a joint limited liability company to continue the project.

Project Apollo would use Arbitron PPM and ACNielsen Homescan technology; its goal is to help advertisers understand how consumer exposure to ads on multiple media affects shopping behavior.

Advocates say it would create a single-source consumer research service. The companies have set up a 11,000-person pilot project in the last year and a half; seven charter advertisers are involved.

Panel members agree to carry a PPM that collects their exposure to electronic media sources. Exposure to other media is collected through other survey methods.

(Radio World)