Two of the leading market research firms will be united under one roof after Nielsen Holdings announced Tuesday that it will acquire Arbitron for $1.26 billion.
For Nielsen, which surveys television viewership, Arbitron represents an opportunity to expand its reach into measuring radio audiences.
As part of the deal, Nielsen agreed to acquire all of the outstanding common stock of Arbitron for $48 per share in cash. That represents a 26 percent premium on Arbitron's closing price on Monday. The transaction has been approved by the boards of both companies, but is still subject to regulatory approval.
“U.S. consumers spend almost 2 hours a day with radio.