• by David Goetzl , August 26, 2009

WPP Group CEO Martin Sorrell suggested Wednesday that the reported move by media companies and advertisers to form their own research operation bodes well for his holding company.

On a call with analysts to discuss first-half results, Sorrell said WPP is focusing on building its business in emerging markets, while expanding both its new media and consumer insights operations.

And while the troubled economy has hurt consumer insights revenue -- down 10.3% at WPP on a like-for-like basis in the first half of 2009 -- Sorrell said the business has a bright future.

"Consumer insights will continue to be very important," Sorrell said. "Data will continue to be very important."

Sorrell cites the still-cloudy initiative by NBC Universal, Viacom, Starcom MediaVest and WPP's own GroupM to develop a measurement operation to better track media consumption across TV, the Internet and mobile devices. (Although GroupM is reported to be involved, presumably giving Sorrell access to information, he said the initiative is "rumored, I guess it's not official yet" -- and did not elaborate.)

WPP stands to benefit from growth in consumer insight businesses after acquiring TNS last year, which could play a key role in the measurement initiative spearheaded by the media companies and agencies.