Kraft Cheddar not really interesting for online users?

August 10, 2006

Arbitron recently announced that more than 5,000 households and 10,000 individuals reporting data for the pilot panel of Project Apollo, the single-source, national research service based on Arbitron’s Portable People Meter system and ACNielsen’s Homescan technology. 

Kraftcheese379_216

This data, which Arbitron once called Buyergraphics, could change the traditional age and sex demos that are now the basis of media deals. Instead of buying media based on demographics, media buyers will be able to advertise with more accuracy.

It is pretty amazing that Nielsen and Abitron run a pilot study with 11000 people and not only record their radio and TV usage but also scan the entire household product purchases. But what wonders me is that a study of this size doesn’t include some webanalytics data. It is 2006 and I believe there are some people, who use the internet which influences their shopping behaviour.

My thoughts:

One reason could be that Nielsen and Abitron don’t have the technology or resources to track 11000 people.  The other reason that I can see is that the project sponsors (Kraft, Pfizer, P&G, Unilever and SC Johnson) produce not really products that users research online. 

Maybe Kraft cheddar cheese is just not interesting for online surfers?

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