/// Nielsen Acquiring Arbitron to Expand Measurement Abilities
Nielsen Holdings has signed a definitive agreement to acquire Arbitron Inc., an international media and marketing research firm, the company announced today. “U.S. consumers spend almost two hours a day with radio. It is, and will continue to be, a vibrant and important advertising medium,” said Nielsen CEO David Calhoun said in a statement. “Arbitron will help Nielsen better solve for unmeasured areas of media consumption, including streaming audio and out-of-home. The high level of engagement with radio and TV among rapidly growing multicultural audiences makes this central to Nielsen’s priorities.” With Arbitron assets, Nielsen intends to further expand its “watch” segment’s audience measurement across screens and forms of listening. “These integrated, innovative capabilities will enable broader measurement of consumer media behavior in more markets around the world,” Steve Hasker, Nielsen's president of global media products and advertiser solutions, said in the company's statement. “We will also bring local clients greater visibility to empower more precise advertising placement and campaign effectiveness.” William T. Kerr, president and CEO of Arbitron said that combining Nielsen’s global capabilities and scale with Arbitron’s data would provide advertisers and media clients with better insights into consumer behavior and marketing ROI. Together, Nielsen and Arbitron generated total revenues of $6.0 billion and EBITDA of $1.7 billion on the year ending Sept. 30.