Arbitron, P&G and VNU Team on Research Tool

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NEW YORK Arbitron today unveiled a landmark deal with VNU that could accelerate the commercial deployment of the portable people meter not for TV and radio ratings, but as a marketing research tool.

The two companies have agreed to jointly explore the development of a new national marketing research service that combines the PPM, which tracks TV and radio audiences, with ACNielsen’s Homescan, an in-home product tracking service.

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