Arbitron and VNU unveil 14,500-strong Project Apollo pilot panel

by Sam Matthews, Brand Republic 09-May-05

LONDON - Arbitron and VNU are launching a 14,500-strong pilot panel as a demonstration of their new Project Apollo research service, which aims to discover the effects of multimedia advertising on consumers' purchases.

The pilot panel, due to launch in the US by the end of 2005, has been devised to give advertisers the ability to estimate top-line revenue growth, which could be achieved using Project Apollo because its links ad exposure to consumer behaviour.

Initially a 14,500 participant and 6,250 household panel, Apollo is set to expand as the project grows, although Arbitron and VNU have so far only received formal backing from Procter & Gamble.

The companies will be hoping that the pilot leads to more marketers pledging support for the service.

Susan Whiting, executive vice-president of VNU's media measurement and information group and head of Nielsen Media Research, said: "We are looking to this pilot to demonstrate to advertisers, the superior return on media investments that Project Apollo would make possible."

The Apollo service will work by each panel member carrying an Arbitron Portable People Meter to track their exposure to ads on radio and TV. Their homes will also be fitted with ACNielsen's Homescan scanner technology to record packaged goods purchases.

Additional surveys, both online and offline, will be used to fill in the gaps.

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