‘Project Apollo’ ratings data could change ad marketplace

Steve Safran August 9th, 2006

The results of a radical new way of measuring ratings will be out soon, and they could seriously change the way the ad market is run. “Project Apollo” is a joint effort of Nielsen Media Research and Arbitron. It looks at the relationship between the media consumers are exposed to and the decisions they make on purchases as a result. If successful, Project Apollo could change how programmers and advertisers think about demographics, which is fine with us. We’re not the sum of our age groups.