Nielsen, TV Ratings Giant, Agrees to $16 Billion Private Equity Takeover

The media measurement agency Nielsen Holdings, going through intense competitors and criticism because it tries to make the transition to digital viewers monitoring from its longstanding TV enterprise, stated on Tuesday that it had agreed to be acquired by a non-public fairness consortium for $16 billion, together with debt.

The group, led by Evergreen Coast Capital — an affiliate of the activist agency Elliott Funding Administration — and Brookfield Enterprise Companions, supplied $28 a share for Nielsen. The value was a 60 % premium over Nielsen’s inventory value on March 11, earlier than rumors of a deal surfaced, and a ten.2 % enchancment on the consortium’s earlier proposal, which Nielsen rejected this month.

Dave Gregory, a managing accomplice at Brookfield, stated in an announcement that Nielsen was “deeply embedded within the media ecosystem.”

“As a non-public firm, Nielsen can be even higher positioned to ship the most effective measures of shoppers’ quickly altering behaviors throughout all channels and platforms,” he added.

Nielsen has been below strain from media platforms and the promoting business to precisely measure audiences not simply on conventional tv but additionally on streaming companies and the web. Highly effective media executives have complained for years that Nielsen, which is sort of a century outdated, makes use of antiquated strategies that battle to measure viewers’ new habits.

The Media Score Council stripped Nielsen of its accreditation for native and nationwide tv measurement final 12 months. Final month, Discovery and Omnicom Media Group stated that promoting purchasers together with AT&T and State Farm would experiment with utilizing video viewers estimates from Comscore and VideoAmp, two different media measurement companies. Final week, NBCUniversal stated it might provide advertisers ensures utilizing knowledge from iSpot moderately than relying solely on Nielsen.

Nielsen inventory was up greater than 20 % on Tuesday. The corporate can entertain different bids throughout a 45-day go-shop interval. In any other case, the deal is anticipated to shut within the second half of the 12 months.

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