ESOMAR WM3 Conference 2006
Andrew Green
DAY 1: PROJECT APOLLO AND OTHER STORIES
Project Apollo Unveiled
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...