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Blaming the economy, Nielsen said late Friday (Jan. 23) it is suspending indefinitely the launch of PRISM, its ambitious syndicated service designed to measure in-store media. The announcement follows one month after Wal-Mart opted out of the project.
“Many clients, in the face of the current economic environment, are not in a position to fully fund a syndicated service at this time,” Nielsen said in a statement.
Developed in partnership with an industry consortium of retailers, manufacturers, agencies and the In-Store Marketing Institute, Nielsen In-Store was working to provide a common industry metric to measure consumer reach.
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