BRUSSELS: The World Federation of Advertisers has given its official seal of approval to Project Apollo, the single-source market research service that makes a direct correlation between adspend and consumer purchase of advertised brands.

The service is the brainchild of Arbitron and AC Nielsen and is backed by major brand owners such as Procter & Gamble, Unilever and SC Johnson.

It links media-exposure information from Arbitron's Portable People Meters to household-purchase data supplied by Nielsen's HomeScan panel. The pilot scheme was launched in the USA earlier this year.

The WFA, a network of 55 national advertiser associations across five continents and more than forty of the world's top 100 marketers, says Apollo allows "a new level of media planning effectiveness and a substantial leap in media spending productivity".

Data sourced from; additional content by WARC staff