Andrew Green reported for WARC direct from ESOMAR's WM3 Multi-Media Measurement Conference, Shanghai, 4-7 June 2006.

This afternoon the first public presentation of results from the US Apollo single-source panel’s pilot project were presented by Linda Dupree from Arbitron and Bernhard Glock of Procter & Gamble.

This project, the first in the world to measure both consumer purchasing and detailed media consumption from the same group of people on a continuous basis has attracted significant investment from a number of heavyweight US advertisers including Procter & Gamble, Pfizer, Unilever, SC Johnson, Pepsi and Kraft.

Purchasing of packaged (fmcg) goods is collected from 5,400 households signed up to AC Nielsen’s Homescan panel while media audience data is collected passively via Arbitron’s Portable People Meter from the 11,000 individuals 6+ living in these same households. The data is minute-by-minute and identifies exposure to individual encoded commercials from the pilot advertisers.

From this, marketers can target messages according to people’s purchasing behaviour instead of simply their demographic characteristics and can go on to measure the impact of their schedules in the marketplace.

To view this blog in full you need a WARC.com subscription. Subscribers can log-in now.