Measurement firm Nielsen sold for USD 16 billion
Media measurement firm Nielsen is being sold to a private equity consortium for USD 16 billion in an all-cash transaction after a long discussion when Nielsen argued that the company was not correctly valued by potential buyers.
The consortium is led by Evergreen Coast Capital Corporation, an affiliate of Elliott Investment Management L.P. (“Elliott”), and Brookfield Business Partners L.P.
“After a thorough assessment, the board determined that this transaction represents an attractive outcome for our shareholders by providing a cash takeout at a substantial premium, while supporting Nielsen’s commitment to our clients, employees and stakeholders. The Consortium sees the full potential of Nielsen’s leadership position in the media industry and the unique value we deliver for our clients worldwide,” said James A. Attwood, Chairperson of Nielsen’s Board of Directors.
Nielsen operates in more than 55 countries. Its measurement service has ben under discussion and is challenged by a number of competitors. Nielsen itself has said it is is working on a new measurement methodology that would measure cross-stream viewership but such a service has not yet been launched.
CEO David Kenny has in an earlier statement said that Nielsen is committed to measuring all audiences and the complete video consumption across the local marketplace.
“Impressions are the great equalizer across all screens, programs, listeners and viewers. Nielsen’s move to prioritize reporting impressions will help standardize the way it measures ads and content, enabling greater comparability across National, Local and Digital and is in line with Nielsen’s initiative to drive comparable metrics which are foundational to Nielsen ONE.”
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