The deal allows WPP to satisfy regulatory requirements that it must dispose of its stake in AGB Nielsen Media Research in order to complete its acquisition of TNS.
Nielsen will now own 100% of AGB Nielsen Media Research, an international television audience media measurement business, by acquiring the 50% currently held by WPP. AGB Nielsen currently holds the contract for the UK's TV audience research though this will pass to TNS in 2010.
In return Nielsen will transfer three assets to WPP including SRDS, a provider of media rates and data, and Perq/HCI, which provides a range of services to give insights into media planning, trading and post campaign effectiveness in the field of healthcare.
The third asset will be Nielsen's 11% share in Ibope PDM, Ibope LA and IMI.com, which are part of the Ibope Group, a Latin American multinational firm, based in Brazil, specialising in media, market and opinion research. WPP already holds a 31% stake in Ibope.
The businesses WPP receives will form part of the Kantar Group, its information, insight and consultancy division.