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  • Nearly six out of 10 Americans who use social media interact with companies on social media Websites source ›
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FEB 26

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.

Categories: New Media Marketing, Marketing Effectiveness
Tags: Arbitron, Nielsen, P&G

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