Nielsen Completes Acquisition Of Repucom
Nielsen has announced the completion of its acquisition of Repucom, a global provider of sports measurement, evaluation and intelligence.
Nielsen’s acquisition of Repucom includes all operations, data, advanced analytic IP and tools, and ongoing client work.
Repucom’s logo recognition and media monitoring technologies measure more than 5.3 million hours of content and 1.1 million interviews per year. Combined, these attributes have helped establish the provider of choice for more than 1,700 rights holders, brands, agencies and broadcasters.
As a result of the acquisition, Nielsen clients will be able to use Repucom’s methodologies including its QI Media Value, which measures the quality of brand exposure based upon a proprietary method that considers size, duration, location and number of concurrent brands seen.
Coupling sponsorship data with Nielsen’s buyer intent and purchase data will provide clients with solutions to help them make smarter business decisions.
“Sports is a galvanizing force that unites consumers, brands and advertisers, and the sports marketing economy continues to grow each year,” said Howard Appelbaum, president, Nielsen Entertainment. “Our acquisition of Repucom creates tremendous momentum for Nielsen. This combination of data and measurement capabilities strengthens our clients’ position in the market, increases campaign effectiveness and connects their brands with passionate sports fans.”
Paul Smith, founder of Repucom, said, “This acquisition represents the validation of Repucom’s business model and is an important turning point for the entire sports marketing economy. Nielsen is making a significant investment in its global sports offering, as this acquisition marks an expansion into China, Mexico and Russia. Businesses that operate in sports today have a much more sophisticated view on data. Decisions that were previously made based on emotional connections are now centered on insights and grounded in robust data. This acquisition is a testament to Repucom associates for building this world class brand and technology portfolio and to Nielsen for recognizing global sports marketing as an industry that is perfectly positioned for our combined measurement and performance improvement capabilities.”
Nielsen has been providing insights and intelligence to sports teams, leagues and brands across major sports categories for several years in the US. The company connects its sports clients with talent analytics, advertising measurement, television and audio ratings, digital ratings, and more using Nielsen’s data capabilities. Solutions including television and audio measurement, Nielsen Catalina Solutions, Nielsen Buyer Insights and N-Score, Nielsen’s syndicated solution for assessing an entertainment personality’s endorsement potential, among others.
