Cision buys Prime Research

Prime provides real-time monitoring and analysis across digital, print, television, radio, and online channels. Its monitoring also includes social channels, including Facebook, Twitter, Instagram and YouTube.

Adding Prime to its portfolio will see Cision expand its data-driven offerings for communications professionals.

Kevin Akeroyd, Cision CEO, said: "Earned media often receives less budget than paid and owned media due to the inability to quantify the value of communications and PR programmes.

"Adding Prime’s media monitoring and analysis capabilities to Cision’s portfolio will improve the communicator’s ability to measure earned media ROI and better align their campaigns with paid and owned channels."

The deal is expected to close this month, subject to regulatory approval.