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Arbitron and VNU Plan Multi-Media ROI Service
Arbitron and VNU have announced an agreement to examine the development of a new, national MR service to help understand consumer exposure to multiple media and its effect on purchasing. Procter & Gamble will collaborate with the two to provide a client viewpoint during development.
The service would consist of a panel of participants incentivised to carry Arbitron's pager-like Portable People Meter (PPMSM), and to provide data on consumer preference and purchases for a wide range of services and products, electronically and via surveys. Some would be part of ACNielsen's Homescan consumer panel, which currently tracks packaged goods purchases.
Arbitron President and CEO Steve Morris says the collaboration combines Arbitron's and VNU's expertise in media and consumer insight. 'Our goal is to provide the broadest possible view of the interaction between marketing and media elements in a way that allows marketers to maximize their return on investment'. Greg Ross, P&G's Director, North America Media & Marketing, says the new approach 'offers the potential for a breakthrough in understanding about how and when consumers are most receptive to brand information'.
The partners have emphasized that this service would be separate, distinct and designed very differently from any service for TV and radio ratings. Web sites are at www.vnu.com and www.arbitron.com
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