Nielsen And GfK MRI Acquire Half Of Media Behavior Institute

New Acquisition

NIELSEN and GfK MRI have each acquired 25% of MEDIA BEHAVIOR INSTITUTE, and plan to launch a cross-media research service called USA TOUCHPOINTS. NIELSEN EVP/Media Audience Measurement KATHI LOVE and MRI CEO MATT O'GRADY will be appointed to MRI's Board Of Directors.

"These investments from some of the biggest players in the international analytics business are ringing endorsements of the strategy we've pursued since conceiving MEDIA BEHAVIOR INSTITUTE," said MBI CEO JIM SPAETH. "No one understands our industry's need for innovative cross-platform measurement better than GfK MRI and NIELSEN. We couldn't be more pleased that they've seen fit to take this step."

"In today's dynamic media environment, providing our clients an ever-greater level of understanding of how consumers watch, buy and connect anytime, anywhere and across a multitude of devices is more important than ever," said O'GRADY. "USA TOUCHPOINTS represents a significant advancement in cross-platform research and a fitting complement to NIELSEN's far-reaching cross-platform metrics."

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