MediaBuyerPlanner: Arbitron and VNU have signed Wal-Mart for a subscription to the pilot panel of Project Apollo, the single-source, national research service based on Arbitron’s Portable People Meter system and ACNielsen’s Homescan technology.
Wal-Mart will also join the Project Apollo Steering Committee, a group of seven advertisers who, along with their advertising agencies, are advising Arbitron and VNU on the design of the Project Apollo service.
These advertisers – who in aggregate spend more than $6.8 billion for advertising on measured media – are gaining early insights into the link between consumer exposure to advertising on multiple media and their shopping/purchase behavior by their participation on the board, according to the companies.
“Thanks to Wal-Mart’s participation on the Steering Committee, we expect we will be better able to develop Project Apollo into an even more valuable and robust single-source research service,” said Linda Dupree, executive vice president, Portable People Meter New Product Development, Arbitron Inc., in a statement. “Wal-Mart will be able to provide unique insights into the role that retailers play in process of consumer marketing.”
Arbitron and VNU have deployed a pilot panel of more than 5,000 households as a demonstration of the Project Apollo national marketing research service, which would collect multi-media and purchase information from a common sample of consumers.
The pilot panel is designed to show advertisers how the project would enable a better understanding of the link between consumer exposure to advertising on multiple media and their shopping/purchase behavior.
The pilot panel for the national marketing research service consists of approximately 11,000+ participants in 5,000 households, providing, for the first time, multi-media exposure and purchase information from a common sample of consumers.
Related stories:
- Project Apollo Prepares to Release First Wave of Data
- Kraft, Pfizer Join Project Apollo
- Project Apollo Reaches 5,000 Households
- Unilever Signs on to Project Apollo
- Six ‘Major Advertisers’ Commit to Apollo
- Nielsen, Arbitron, Cut Apollo Price to $350,000
- Draft FCB, Carat Win Wal-Mart’s $580M Creative, Media Accounts
- Wal-Mart Brief Focuses on Cross-Selling
- MBP Overview: In-Store Advertising
- Wal-Mart Names Saatchi Agency of Record, Agency Search Continues
- P&G, Wal-Mart Bail on In-Store Ad Study
- Wal-Mart Calls for Backers of Online Marketplace for TV
- Wal-Mart Expands Marketing Department
- Wal-Mart Launches Multimedia Ad Campaign
