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VNU/Arbitron's "Apollo Project" Plans Downsized as P&G Holds Back
Since September, VNU/AC Nielsen and Arbitron have been exploring their collaborative "Apollo Project" using the personal people meter device to digitally measure new media usage as well as to help set an ad rates gold standard. Earlier this week, they announced a planned sample base of 6000 households (approximately 14,000 wearers of the devices) for this fall. However, P&G is backing out and there are rumbles about the weak ROI potential of this exploration. Here's the latest from AdAge.com... (requires free member user ID log on)
posted by Unknown @ Friday, May 06, 2005,
