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Nielsen Media Research and Arbitron have altered pricing and plans for the test of its pricey ROI tool known as Project Apollo, Mediaweek reports. After more than a year of trying to drum up business, the ratings companies say they have signed just one marketer: Procter & Gamble, which helped create the project.
In order to get more participation, the initial sign-up cost for marketers has been cut from $1 million-plus to $350,000. But that’s just for the test. Higher sub fees would be incurred if Apollo goes to market. The companies are pitching broadcast and cable networks, radio networks, and TV syndicators to join the project and support it financially.
The reason for the expanded recruitment? “To get more money,” said David Poltrack, executive vp, research and planning, CBS.
The ratings companies say they want to ensure that as many viewing and listening sources as possible are captured in the test of the project, now set to start Jan. 1, 2006. For that to happen, networks have to encode their programs with audio signals that can be picked up by Arbitron’s portable people meter, the device used to collect viewing and listening data for the test.
Arbitron and Nielsen are proposing two levels of involvement. In exchange for encoding programs, media participants would receive reams of data from the test. And, for a fee of $350,000, they would also get a seat on the Apollo Advisory Client Council.
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