The service will be designed to give a better understanding of consumer exposure to advertising and the link to their shopping and purchase behaviour, but ultimately it is looking to provide advertisers with the ability to determine the return on investment for their marketing efforts.
Procter & Gamble, which owns brands including Ariel, Bold and Charmin, will work with the two companies to ensure that the service properly addresses the needs of marketers.
The innovative service would consist of an incentivised panel who would carry a small pager-like device that collects exposure to multiple sources of media.
Data on consumer preference and purchases for a wide range of services and products would also be collected from panellists, electronically and via surveys, with some households being part of ACNielsen's Homescan consumer panel, which tracks packaged goods purchases.
Steve Morris, president and chief executive officer Arbitron, said: "Our goal is to provide the broadest possible view of the interaction between marketing and media elements in a way that allows marketers to maximise their return on investment."
He added: "P&G's expertise in marketing, consumer understanding and research application will be very beneficial as we explore this opportunity and seek the support of a broad cross section of marketers including other package goods providers, retailers, automotive marketers, telecommunications providers, financial services firms, as well as many other companies."
VNU said that a broader understanding of the impact of media and marketing activities on consumer behaviour should provide benefits for the industry and the consumers it serves.
Greg Ross, director at P&G North America media and marketing, said. "The consumer is boss at P&G. This new research approach will help marketers learn more about how consumer media and shopping habits are changing. It offers the potential for a breakthrough in consumer understanding about how and when consumers are most receptive to brand information."
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