Arbitron Co.'s parent, New York-based Ceridian Corp., acquired Continental Research, London, in what it called an important part of Arbitron's strategy to acquire a United Kingdom radio industry audience research contract. "Continental provides Arbitron with a strong and highly respected British base from which we intend to launch our bid for the U.K. radio industry research contract being put out for tender by RAJAR (Radio Joint Audience Research)," said an Arbitron executive. "Continental will be the foundation of Arbitron's strategy to serve the U.K. and European media marketplace." Terms of the acquisition were not disclosed. Continental had 1996 revenues of about $5 million, Arbitron said.
Copyright November 1997, Crain Communications Inc.