• Radio Ink, Thursday, February 1, 2007 11:30 AM

Arbitron and the Nielsen Company have formed a joint venture that will allow the pair to continue developing the Project Apollo research service, which uses both Arbitron's Portable People Meter and ACNielsen's Homescan to track relationships between consumers' exposure to advertising and their purchasing choices.

In testing so far, the companies have used a national pilot panel of about 11,000 people in 5,000 households that provides data to a select group of customers. PPM collects information on exposure to network radio, broadcast TV and cable networks, while Homescan tracks purchase pf packaged-goods.

"By making it possible to link the Arbitron Portable People Meter system with ACNielsen Homescan technology, this agreement between Arbitron and The Nielsen Company will help make real the industry's long-standing dream of a true, "single-source" consumer research service," says Arbitron President & CEO Steve Morris.

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