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Arbitron and VNU have announced that Unilever is the latest company to sign a subscription agreement to the pilot panel of Project Apollo, the single-source measurement system combining Arbitron’s portable people meter TV and radio ratings system with ACNielsen’s household product scanning technology.
Unilever is now one of three identified advertisers - of a total of six - who have signed or are in the process of signing agreements for the Project Apollo pilot panel data.
Procter & Gamble and SC Johnson are the two other advertisers that have been identified. In the aggregate, the six advertisers spend more than $6.2 billion for advertising on measured media. TNS Media Intelligence says that P&G represents more than half the aggregate.
The announcement is significant, MediaPost reports, because of Unilever’s fierce rivalry with Procter & Gamble, which has been the pushing hard to garner support from other marketers to support Apollo.
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