Nielsen Sold for $16 Billion – But It Was Worth Double That 6 Years Ago | Analysis

Investing in the ”antiquated“ ratings giant isn’t the sure bet it once was, one marketing expert tells TheWrap

The recent sale of embattled measurement giant Nielsen for $16 billion seems like a big number even by Hollywood standards, yet analysts told TheWrap that the figure is only half of what Nielsen might have been worth to an investor only six years ago. And the company’s new owners have a long journey to making their money back.

Kern Schireson, chairman and CEO of Known marketing company, called Nielsen’s rating systems “antiquated” compared to digital advances in the audience data gathering space being used by mega-streamers and other content providers in both the ad-supported and premium content business.

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Diane Haithman

Diane Haithman

Senior Entertainment Business Reporter • • @dhaithman