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Six ‘Major Advertisers’ Commit to Apollo

Arbitron says that six “major advertisers” representing a total of $6.4 billion in advertising spending have committed to subscribing to Arbitron’s and VNU’s 2006 pilot test 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, MediaPost reports. So far, Procter & Gamble, and SC Johnson are the only advertisers identified. TNS Media Intelligence says that P&G represents more than half the aggregate ad spending of the six Apollo sponsors.

 

In October, after more than a year of trying to drum up business, the ratings companies had only signed one marketer: Procter & Gamble, which helped create the project. At that time, in order to get more participation, the initial sign-up cost for marketers was cut from $1 million-plus to $350,000.