MEDIA MEASUREMENT

Television ratings giant Nielsen agrees a US$16-billion buyout deal

By our News Team | 2022

Is this a new dawn for the media measurement industry, where traditional TV measurement is being challenged by new consumer viewing habits?

TV measurement firm Nielsen has been bought out by a consortium of private equity firms in a US$16-billion cash transaction that comes just a week after its board rejected a slightly lower buyout offer.

The Nielsen ratings measurement business is not to be confused with NielsenIQ, the market-research operation that measures retail and consumer behaviour in various countries, including several in Africa. The latter is owned by the private-equity firm, Advent International Corp.

While they were initially one business, they were spun off into separate public companies several years ago.

This sale is indicative of changing times in the measurement of ratings, which are vital to media buyers and media planners serving the TV advertising industry. However, in recent years, traditional viewing habits have evolved as a result of streaming, and new players have entered the audience measurement business to take advantage of this.

Media Measurement

Image by ADMC from Pixabay

Nielsen’s hold on ratings has been loosened

“Its (Nielsen’s) hold has been loosening as streaming gains steam and traditional broadcast and cable TV lose viewers. While the New York-based company has introduced metrics for streaming in recent years, it is one of many players in that field,” the Wall Street Journal reported. 

At last year’s conference of the Pan African Media Research Organisation (PAMRO), delegates heard that marketers and media planners are in an environment where groups of viewers around one screen are making way for more personalised content and individualised viewing experiences.

The consortium that has bought Nielsen is led by Elliott Management’s private equity arm and Brookfield Asset Management. They agreed to pay $28 a share for the company, or $16-billion including debt.

The deal includes a 45-day ‘go-shop’ period, which allows Nielsen to solicit offers from other bidders during that timeframe.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.