A Nielsen Media Research spokeswoman said it is expected it will operate as a division of VNU and that the Dutch company has requested that all its senior management remain. Many details still need to be worked out, the spokeswoman added.
Media buyers expressed concern that the deal could limit competition, especially in advertising measurement. "That is one area where we actually have competition in the marketplace, and now that's gone away, too," said Joanne Burke, managing director at Carat Insight, New York.
David Poltrack, CBS exec VP-planning and research, supported NVU's acquisition. "They are people who have a commitment to the research business," he said. "It could have been somebody just trying to pick up an attrcative asset."
Copyright August 1999, Crain Communications Inc.