Arbitron is being rebranded “Nielsen Audio.”
A renaming was expected. Nielsen Holdings N.V. announced the new name and confirmed it has completed a $1.3 billion purchase of Arbitron.
Nielsen CEO David Calhoun called the acquisition, first announced Dec. 17, 2012, “a natural step in our evolution.”
Adding the radio audience measurement that Arbitron brings to the table, Calhoun said, will allow Nielsen “to analyze and understand an additional two house of the U.S. consumer’s day while bringing us another opportunity to provide advertisers with metrics on the effectiveness of the mediums they advertise on.”
He said the combined capabilities of Nielsen and Arbitron offers opportunities to measure streaming audio, out-of-home measurements for TV consumption and deeper measurement of multicultural audiences in the United States. Worldwide, the combined entity can measure consumer behavior and introduce audio measurement capabilities in new markets, he added.
The former Arbitron will be integrated into Nielsen’s U.S. Watch business segment, “which provides information and insights primarily to the media and advertising industries across television, online, mobile and radio,” according to Nielsen.