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Concept
Single-source data
Summary
Single-source data (also single source) is the measurement of TV and/or other mass media's advertising exposure and purchase behavior, over time for the same individual or household. This measurement is gauged through the collection of data components supplied by one or more parties overlapped through a single, integrated system of data collection matched to the person or household level. How these data are stored is known as a single-source database.
In TV advertising measurement, single-source data is used to explore how advertising exposure influences individuals or households' loyalty and buying behavior across different windows of time, e.g., year, quarter, month, and week. Single-source data is a compilation of (1) home-scanned sales records and/or loyalty card purchases from retail or grocery stores and other commercial operations, (2) ad exposure (or not) from TV tune-in data from cable set-top boxes or people meters (pushbutton or passive) or household tuning meters, and (3) Household demographic information.
The value of single-source data lies in the natural in-market controlled measurement of ad effect (comparing exposed to non-exposed buyers). The data is longitudinal and highly disaggregate across individuals and within time. Single-source data reveals differences among households’ exposure to a brand's ads and their purchases of those brands within advertising fluctuations.
"Project Apollo" was designed to be a single source, national market research service based on Nielsen's Home Scan technology for measuring consumer purchase behavior, combined with Arbitron's Portable People Meter system, measuring electronic media exposure. In January 2006, The Nielsen Company and Arbitron Inc. completed the deployment of a national pilot panel of more than 11,000 persons in 5,000 households.
Seven advertisers (P&G, Unilever, Walmart, Pfizer, Pepsi, Kraft), S.C. Johnson, signed on as members of the Project Apollo Steering Committee. The Committee worked with Arbitron and Nielsen to evaluate the utility of multimedia and purchase information from a common sample of consumers.
Official source
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