The firm, which owns market research giant ACNielsen, is now considering the offer by the buyout group, which is called Valcon and includes Alpinvest, Blackstone, Carlyle KKR, Hellman & Friedman and Thomas Lee.
The new deal includes an increase in the offer price for ordinary shares by €0.75 to €29.50 and an increase by €8 to €21 in the offer price for preferred shares.
The new offer also lowers the acceptance level threshold for ordinary shares from 95% to 80%. As part of the new offer the acceptance period has also been extended from May 5 to May 19.
Following the announcement, shares in VNU, which has a magazine portfolio including US titles such as Hollywood Reporter and Billboard as well as UK titles including Computer Active and Personal Computer World, leapt by 4.8% to €29.09.
Last month Eric Knight, the managing director of investment firm Knight Vinke and leading investor in VNU, proposed an alternative plan, including a partial tender of 30% of the firm as well as a relaunch and the sale of its magazine arm.
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