Project Apollo Offers Insight into Heavy, Light Category Purchasers

Recently released findings from Project Apollo identify how frequency and recency of ad exposures among both heavy and light category purchaser segments can generate sales for a specific CPG food product, according to Arbitron.

Among heavy buyers, those who purchase the category 35 times per year or more, frequency is a bigger driver of “Brand X” purchase likelihood. Conversely, for light category buyers, recency of media exposure is a more important contributor to “Brand X” purchases.

This is not a universal finding that can be applied to all brands and all media, but is specific to Arbitron’s “Brand X.” Arbitron points out that the competitive environment changes constantly, both on store shelves and in terms of the advertising share of voice for a brand. The goal of Project Apollo is to provide marketers with specific and  highly topical views of the purchase dynamics of their brands.

While this particular case study focused on television only, Project Apollo uses the Arbitron PPM to monitor panelist exposure to broadcast TV networks (7), cable networks (60), and radio networks (4). Through AC Nielsen Homescan on-line surveys, it tracks readership of magazines, newspapers, newspaper magazines and ad-circulars.