Magazine article Marketing

Rivals Show Interest in AGB as Empire Crumbles

Magazine article Marketing

Rivals Show Interest in AGB as Empire Crumbles

Article excerpt

Maxwell-owned market research company AGB, which holds half the BARB TV audience research contract, is up for sale - with US rival Nielsen mooted as the most likely bidder.

Nielsen narrowly missed out to AGB on the new seven-year BARB contract, and has made no secret of its ambitions to break into media research in the UK.

In the US, Dun and Bradstreet-owned Nielsen is the predominant media research company. But in Europe the company holds only two media contracts for satellite television research.

David Charlton-Jones, managing director of Nielsen UK, refuses to comment on his plans or on rumours that AGB was offered to Nielsen several months ago.

Financial analysts believe that AGB, which also owns Meal and Media Register, could be one of the most attractive parts of the Maxwell empire -- despite recent losses. In the second half of 1990 AGB made losses of 13m, pounds compared with 24m pounds profits in the previous 18 months. …

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