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NEW YORK The Nielsen Co. and WPP Group have signed a definitive agreement to swap certain holdings so that WPP can fulfill regulatory conditions in order to complete its acquisition of market research firm Taylor Nelson Sofres. (Related: “WPP Closes In on TNS.”)
Nielsen will now own 100 percent of AGBNielsen Media Research by acquiring the 50 percent currently held by WPP. The unit provides TV audience measurement services in over two dozen countries in Europe, the Asia Pacific region, the Middle East and Africa.
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