Wal-Mart Pulls Out Of Nielsen's PRISM Initiative

Researcher says original marketer and agency backers of PRISM continue to support the initiative, too, including P&G, Unilever and Kraft.

 Wal-Mart is pulling out of Nielsen's
PRISM (Pioneering Research for an In-Store Metric) service that
tracks the effectiveness of in-store advertising and merchandising.
Procter & Gamble, Wal-Mart, Starcom MediaVest Group and the
In-Store Marketing Institute began the project in 2006; Nielsen
joined later.
Nielsen says it continues to make "great
progress" toward its 2009 launch of PRISM, and that 15 of the 16
original retailers in the PRISM consortium, including Target, Kmart,
Kroger and Walgreens, are still on board.