Noteworthy Details Of Nielsen/Arbitron Deal: Global, Multicultural

The big upside from Nielsen's acquisition of Arbitron are Nielsen's ability to "immediately" gain two hours of consumer media consumption each day (ie. radio), Nielsen Chief David Calhoun said, noting that Arbitron would also benefit by being able to expand its radio audience measurement services through Nielsen's global infrastructure.


Nielsen already has radio measurement servies in 11 markets outside the U.S.
 
Aside from gaining two hours of consumer media consumption daily, Calhoun said another big gain for Nielsen is the fact that radio "overindexes" among "multicultural" consumers so Nielsen will gain better representation of the total consumer marketplace.