Nielsen will now own 100% of AGBNielsen Media Research, the television audience media measurement business, by acquiring the 50% currently held by WPP.
AGBNMR, Nielsen's North American television measurement business and Nielsen's media measurement businesses in online, mobile, advertising and radio measurement will form the global foundation of Nielsen's media product portfolio.
In return, Nielsen will transfer to the Sir Martin Sorrell-run WPP its SRDS service, which provides media rates and data to the ad industry, and its PERQ/HCI suite which offers insights into media planning, trading and post campaign effectiveness in the field of healthcare.
The deal will also see Nielsen forego its 11% share in the Latin American multinational firm IBOPE Group. These assets will be added to The Kantar Group, WPP's information, insight and consultancy division, and boosts WPP's stake in the Brazilian operation to 42%.
The transaction is expected to be finalised by the end of the year.
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