Clients: Measured Reaction To Nielsen-Arbitron Deal

摘要

While nielsen's $1.3 billion acquisition of Arbitron eliminates a rival, some of Nielsen's TV network and media buying clients say the deal could lead to improvements in media measurement. After making some concessions to satisfy regulators, Nielsen last week sealed the deal, saying that adding Arbitron and its personal people meter technology will allow it to measure media consumption it hasn't been able to capture before and provide advertisers a better sense of how multiplatform campaigns perform. That might turn out to be true, but some Nielsen clients who have heard it all before have some reservations.