Nielsen just announced that it will spin off its Global Connect business from its media business and reduce dividends.
The Global Connect business provides retail data and analytics to manufacturers of consumer goods, while the media business focuses on ratings in media like TV and Radio.
The company says that the spinoff will allow both new companies to focus on changing consumer tastes and habits - ultimately delivering more value to marketers. The Global Connect business will focus on the changing retail environment, and the media business will shift further into streaming services as the paradigm shifts from ratings to audience.
The change has been greeted positively by most analysts, although some remain skeptical. The outcome will certainly be a big deal for marketers who provided revenues of over $6.5 billion to Nielsen last year, and is truly a reflection of the massive changes in both industries.
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