Nielsen, WPP to Swap Assets

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, a Latin-American firm specializing in marketing and opinion research.

The deal strengthens WPP’s share in IBOPE, from 31 to 42 percent, which will become a part of WPP’s research arm, The Kantar Group. It also allows WPP to satisfy regulatory requirements that it must divest its stake in AGBNMR in order to complete its acquisition of TNS, a competitor to both AGBNMR and Nielsen.

“In an increasingly digital world, it is essential for Nielsen to strengthen its global market position,” said David Calhoun, chairman and CEO. “As a fully integrated part of our company, AGBNMR will be an important part of our portfolio and better positioned to offer high quality measurement for its clients.”