NEW YORK Arbitron and the Nielsen Co. have terminated their joint venture known as Project Apollo, the companies said today.
The parties said the decision was made because not enough clients signed on to make it a viable business proposition going forward.
The service, promoted as a “single source” national research service, had been in development for three years. It combined media consumption data (via Arbitron’s portable people meter) and ACNielsen Homescan consumer product purchasing data with other tools to better correlate the impact of media on purchase decisions.
The two companies had been working on the pilot project since early in 2005.
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