Nielsen joins Arbitron for Apollo project


NEW YORK -- The Nielsen Co. and Arbitron said Thursday that they have entered into a joint venture for its Project Apollo marketing research service.

The companies said that the joint venture will be for the development and testing of Project Apollo and possibly moving the pilot panel into a national service provided the tests "meet expectations and generate marketplace support."

Project Apollo is a marketing information service developed by the companies to collect and analyze data from advertising exposure, recognition of brands and then tie both of those to purchasing. Involved in the service would be ACNielsen's HomeScan technology and Arbitron's Portable People Meter.

The companies have built a 5,000-household pilot panel for the project during the past 18 months. The panel has been well received by the seven charter advertisers that are working with Nielsen and Arbitron, said Nielsen Co. executive vp Susan Whiting.

"Together our companies and our charter supporters in the advertising industry will work to make Project Apollo the most advanced marketing research service of its kind," Whiting said.

The Hollywood Reporter is a unit of Nielsen Co.'s Nielsen Business Media division.