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.
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.
The significance of single-source data resides in its ability to provide a natural and controlled measurement of advertising effectiveness within the market, particularly through the comparison of exposed and non-exposed consumers.
Seven advertisers (P&G, Unilever, Walmart, Pfizer, Pepsi, Kraft), S.C. Johnson, signed on as members of the Project Apollo Steering Committee.
The German panel was launched in 2008 and is currently experimenting with the audio measurement using a mobile phone to capture advertising contacts on TV.
Although electronic means of data capture are preferred for accuracy and to minimize respondent fatigue, cost-effective methods for doing this do not yet exist for several media (magazines, newspapers, subway, transport, ambient).