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NielsenIQ Combines With GfK For Data, Analytics Assets


NielsenIQ and GfK have agreed to combine the two companies, creating new capabilities in the consumer and retail measurement industry.

Powered by cloud technology, the combination will bring together complementary data and analytics assets to provide a comprehensive view of shopper spending through a total store read, enabling clients to anticipate trends and react faster to consumer needs and expectations. The terms of the agreement were not disclosed.

GfK’s position in technology and durables across 67 countries, combined with NielsenIQ’s position in the measurement of fast-moving consumer goods will allow for expansion within the companies’ traditional client industries, as well as new market segments.

With a larger technology and operations talent base around the world, the combined company will innovate and bring new products to market faster and scale them to a broader set of markets and industries.

“Over the past year, NielsenIQ has been investing both organically and inorganically in the most comprehensive coverage, advanced technologies and predictive analytics to enable our clients to have a complete understanding of their consumers,” said Jim Peck, executive chairman and CEO of NielsenIQ.

“Combining our market-leading capabilities will allow us to further accelerate innovation that best serves our expanded client base and deliver significant value for all our stakeholders. Together with GfK, we have the opportunity to influence the future of global retail and consumer measurement – one that is fast, nimble and connected.”

With this transaction, Advent will become the majority shareholder of the combined company. Advent acquired NielsenIQ in a transaction that closed in 2021.

“GfK has successfully navigated a digital transformation to profitable and sustainable growth over the last years. Joining forces with NielsenIQ is now the logical next step for us and will support the next stage of our company’s development,” said Lars Nordmark, interim CEO and CFO of GfK.

“The combination with NielsenIQ will enable us to empower our customers to make smarter decisions across their organizations at a truly global scale and accelerate our journey into the next chapter of innovation. This will allow us to tap into significant new growth opportunities.”

The transaction is expected to close later this year or early next year, subject to the satisfaction of customary closing conditions. Until closing, NielsenIQ and GfK will remain independent companies focused on strategies and growth plans.

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