The move is designed to extend VNU's reach into consumer-generated media, which includes blogs and public message boards, which are measured to understand the impact of word of mouth.
Following the impending merger, which will be confirmed within a month, VNU will have a 50.1% stake in the new company, which will be known as BuzzMetrics.
The new company will be managed by Jonathan Carson, current chief executive of BuzzMetrics, who will retain his current title.
Michael Nazzaro, Intelliseek's president and chief executive, will become president and chief operating officer.
Headquartered in New York, BuzzMetrics will market its services using the Nielsen BuzzMetrics brand under a special licensing arrangement with VNU.
In February 2005, VNU acquired an equity stake in Israeli firm Trendum and in September, Trendum acquired BuzzMetrics, and the new company adopted the BuzzMetrics name.
BuzzMetrics key clients include Canon, Comcast, Ford, General Motors, HBO, Kraft, Mazda, Microsoft, Nokia, Procter & Gamble, Showtime, Sony, Target and Toyota.
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