Arbitron, Nielsen to Measure How Ad Exposure Affects Buying Behavior

Arbitron, Nielsen to Measure How Ad Exposure Affects Buying Behavior
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Arbitron and Nielsen want to use the Arbitron Portable People Meter to link ad exposure with actual buying behavior in various media.
In a pilot panel dubbed Project Apollo, the companies plan to equip some 6,000 U.S. households with PPM and HomeScan technologies this year. The companies aim to measure return on investment for marketing efforts.
Approximately 14,500 participants will carry Arbitron's PPM to record exposure to radio, TV and cable as well as audio-based commercials. Consumer exposure to other media such as newspapers, magazines and circulars would also be collected through different survey methods.
The information will be combined with data on consumer preference and purchases using Nielsen's Homescan technology, which tracks packaged goods buys.
Arbitron and Nielsen said the service would be separate from any service for TV and radio ratings.

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