Arbitron and Nielsen Formalize Project Apollo

Arbitron and The Nielsen Company Sign Agreement and Form Jointly-Owned Limited Liability Company to Continue Development of 'Project Apollo' Marketing Research Service

Proposed service would link the Arbitron Portable People Meter system with ACNeilsen Homescan Technology

NEW YORK, FEBRUARY 1, 2007—Arbitron Inc. (NYSE:ARB) and The Nielsen Company announced today that they have signed an agreement that will govern completion of development and testing of the ‘Project Apollo’ marketing research service and the expansion of the pilot panel to a full national service if the test results meet expectations and generate marketplace support. The parties have formed a jointly-owned limited liability company to continue pursuit of the project.

The proposed ‘Project Apollo’ service would use the Arbitron Portable People Meter^TM system, ACNielsen Homescan technology and other technologies to provide advertisers with a better understanding of the connection between consumer exposure to advertising on multiple media and their shopping/purchase behavior.

“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,” said Steve Morris, president and chief executive officer, Arbitron Inc.

Full Text of Press Release at Arbitron.com

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