Arbitron and The Nielsen Company announced this week they terminated their “Project Apollo.”
The concept was to launch a single-source, national research service. The companies had been working on it since 2005.
They said in a statement that they did not secure sufficient client commitments.
The service would have been based on Nielsen’s Homescan technology for measuring consumer purchase behavior, combined with Arbitron’s PPM system measuring electronic media exposure.
They deployed a national pilot panel of 11,000 people in 2006 to show advertisers how the concept “might enable a better understanding of the link between consumer exposure to advertising in multiple media and their shopping/purchase behavior.”
