Apollo Results May Cause Headaches For Daypart Planning
by Joe Mandese, Feb 28, 2007, 1:12 PM
The team behind Project Apollo has released the first â€œliveâ€ case study findings from the ambitious single-source measurement system and it shows â€“ are you sitting down? â€“ that this sophisticated form of â€œconsumer-centric measurementâ€ produces better targeting. Phew! I know some people were worried that Arbitron and Nielsen would sink millions of dollars, line up support form big marketers like Procter & Gamble and Wal-Mart, and that it might not show anything. Seriously, the early findings are encouraging for two reasons: 1) Apolloâ€™s developers are beginning to show actual results; and 2) It may encourage other marketers and media to get behind the test. The initial case study, conducted on behalf of an unnamed pain reliever brand (letâ€™s see if we can figure this one out â€“ P&G is the projectâ€™s biggest supporter?), and shows that less than 30% of the dayparts on cable networks delivered the brand â€œbuyerâ€ rating points at approximately the same level as Nielsenâ€™s conventional adults 25-54 rating points â€“ the demographic break normally used to target that market. The study actually shows very little correlation between that demo and the actual brand targets: Nearly half of all the dayparts across the cable networks delivered significantly more or less brand buyer ratings than demographic ratings. Okay, so we know this is going to be a headache for somebody. Wonder which brand theyâ€™re going to take to get rid of it?