Nielsen Holdings has signed an agreement to acquire radio ratings and marketing research firm Arbitron as it seeks to expand its measurement abilities, the company announced today.
The deal, which is worth an estimated $1.26 billion, is subject to regulatory approvals. Should it pass muster, the alliance would allow both research firms to share panels, thereby bringing an unprecedented breadth and accuracy to television and radio ratings.
For Nielsen, bringing Arbitron’s Portable People Meter technology and mobile/app measurement into the fold should help meet broadcasters' demands for more accountable measurement of second-screen viewing.
Arbitron has measured out-of-home viewing of major sports events for Turner Broadcasting Systems and CBS.
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