05 January 2006

Project Apollo's $6 Billion Test

Unilever joins P&G, SC Johnson and 3 other companies in a test of Project Apollo, Arbitron and VNU Nielsen's joint venture to track media consumption beyond TV watching (AdAge). Together these marketers will spend $6.2 billion in measured media spending this year. The relatively small Apollo research panel, though, limits the brands who can learn from this pilot to those with enormous marketing budgets:

"Because impact from any given ad or marketing vehicle tends to be relatively small, a 6,250-member panel may provide data useable only for the biggest brands used by a substantial portion of U.S. consumers, said Mike Hess, director-global research and consumer insights, of Omnicom Group’s OMD."

More on Apollo, portable people-meters and TV's micro-targeting future: ChasNote 4/13/05.


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