Nielsen Holdings NV, seeking to form a company able to
measure audiences across TV, radio, the Web and mobile, is negotiating
concessions with the U.S. Federal Trade Commission that would permit its $1.26
billion acquisition of Arbitron Inc., two people with knowledge of the talks told bloombergnews.com.
The discussion centers on a requirement for the combined
company to license measurement technology to ComScore Inc. (SCOR), in addition
to researchers, television networks and other parties, said the people, who
asked not to be identified because the conversations weren’t public. A consent
order could become public within the month after Nielsen said Aug. 30 it agreed
to extend the review period into September, without setting a specific date.
While the situation remains fluid, the talks are a positive
sign for Nielsen, one of the people said. An agreement would be a win for the
company, whose ratings help set rates for $70 billion in U.S. television advertising.
Nielsen is seeking to overcome objections from the FTC,
competitors including ComScore and TV networks such as Walt Disney Co. (DIS)’s
ESPN.
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