WPP and Nielsen swap assets

Thu Nov 13 2008, 13:04 PM

WPP is selling its 50% stake in TV measurement firm, AGBNielsen Media Research, to venture partner Nielsen, as part of an asset swap. The deal will give Nielsen full ownership of AGBNielsen. In exchange WPP will acquire Nielsen's advertising analytics firm, SRDS, and campaign organiser, PERQ/HCI. The UK ad giant will also acquire Nielsen's 11% stake in three units of the Ibope Group, a Latin American market research firm in which WPP already holds a 31% stake.

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