Nielsen Media Research and Arbitron Ratings have altered plans for the test of a highly anticipated but very pricey new return-on-investment tool known as Project Apollo. For the first time, the ratings companies, who are partnering on the proposed service, are now pitching broadcast and cable networks, radio networks and program syndicators to join the project and support it financially. Until now, distributors said, they had largely been excluded from the project, originally designed solely for marketers.
The reason for the expanded recruitment? “To get more money,” says David Poltrack, evp, research and planning, CBS.
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