Nielsen Looks to Split It’s Offerings

Nielsen is currently running two types of businesses. One division is Nielsen Global Connect for

manufacturers, particularly the consumer packaged goods category, and measures sales based

on the data from the scanner in your grocery store or big box retailer and offers other manufacturer

tools.  The other is Nielsen consumers hear about that measures television ratings or amount of

people who are viewing particular television programs. Both are solid businesses but there is only

so much that is sold in grocery, drug, and mass merchandisers compared to the infinite possibilities

in media today.

David Kenny, CEO of Nielsen Holdings, announced earlier in November that the company will split

into two separate companies.  The company will spin off or sell the Global Connect business. The

ratings side of the business has been slow to innovate in the area of media measurement and now is

the time.  The possibility of providing advertisers with data regarding gaming, streaming TV, video on

demand, as well as the number of ipads, iphones, and other devices where shows are watched is vital

for advertisers.  In addition, the more internet connected and responsive television becomes, the more

vital it is for advertisers to know exactly who is watching their content.  

It’s about time to take media measurement into the digital age.