Dutch-based publishing and market research giant VNU yesterday announced it will purchase US-headquartered global marketing and media information group ACNielsen for $2.3 billion (£1.55bn). The deal is in line with VNU’s global business expansion strategy

The acquisition will bring ACNielsen back into the same stable as Nielsen Media Research. The two were parted when VNU purchased the latter division last year.

Although financed in the short term by a bank loan, VNU intends to pay for ACNielsen with the sale of its consumer and education information arms which it expects to fetch around £1.5bn.

The Dutch company added that the newly reunited Nielsen companies, aside from sharing the same branding, are a “natural fit”, claiming that the combination would allow VNU to strengthen its role in “supporting advertisers in managing their marketing and media investments and monitoring their effectiveness”.

News source: The Times (London)