Abstract:

Project Apollo collects and connects three types of information: 1) multimedia message exposure, 2) consumer lifestyle information, and 3) actual purchase behavior. The promise of this new multimedia, single-source service is demonstrated via two sets of USA pilot results. Apollo draws upon the research talents and technology inventions of both Arbitron and VNU research units, Nielsen Media Research and ACNielsen Homescan, but the success of this venture depends upon the active involvement of both buyers and sellers of media. Collaboration among the parties supporting Project Apollo - pilot subscribers, the media and research suppliers - has produced strong early results.