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Nielsen tightened its grip on global TV measurement Tuesday (Nov. 11) with an agreement to swap certain assets with WPP.
As a result, Nielsen, the largest global research firm, increases its ownership stake from 50 to 100 percent in AGBNielsen Media Research, which measures TV audiences in 15 countries. In exchange, Nielsen will transfer to WPP three assets including SRDS, a provider of media rates and data to the advertising industry; healthcare research firm PERQ/HCI; and its 11 percent stake in IBOPE PDM, IBOPE LA and IMI.com,
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