Arbitron, Nielsen Scrap Apollo Project†

P&G Was Big Backer of Ambitious Market-Research Program

Advertising Age, February 26, 2008 — Arbitron and Nielsen Co. have pulled the plug on Apollo, one of the most ambitious, expensive and heavily hyped market-research programs in history.

Apollo aimed to determine once and for all how exposure to a wide variety of media and marketing tactics influence purchases by tracking consumers' combined media and purchasing habits in a single-source database.