"We don't see that as a concern," said Nielsen Media Asia-Pacific managing director, Forrest Didier. "The Nielsen name has long stood as a name for integrity." Clients should be reassured that Nielsen will do nothing to damage its reputation, he added. The research agency has taken a 50 per cent stake in a joint-venture with WPP-owned AGB Group to supply TV audience figures in all world markets except the US.
Nielsen currently operates TV ratings services in 11 Asia Pacific markets, while AGB offers viewing figures in Australia and a rival service in the Philippines, which will be merged with Nielsen's offer.
The deal is expected to close later this year. Agencies have been unsettled by the proximity of WPP's media agencies to ratings information used to negotiate media deals. WPP's increased reach is also a cause for concern, said Starcom's CEO of Northeast Asia, Blaise D'Sylva. "It's all about my competitor getting bigger and having more control," he said. "Do I feel comfortable about giving my competitor more money? No."
Nielsen said the deal would enable it to improve its services.