GfK and NielsenIQ agree to combine

The agreement will create a leading provider of retail and consumer measurement data with strengthened omnichannel measurement capabilities, according to the two companies.

The deal will also bring together NielsenIQ’s cloud-based Connect platform and omnichannel measurement technologies and GfK’s recently launched Gfknewron analytics platform.

Advent International, owner of NielsenIQ, will be the majority shareholder in the combined company, while GfK’s majority shareholder Nuremberg Institute for Market Decisions will remain invested as significant shareholders in the combined company.

The two companies will operate as separate entities until the merger closes. Terms of the deal have not been disclosed.
Jim Peck, executive chairman and chief executive officer at NielsenIQ, said: “Combining our market-leading capabilities will allow us to further accelerate innovation that best serves our expanded client base and deliver significant value for all our stakeholders.

“Together with GfK, we have the opportunity to influence the future of global retail and consumer measurement – one that is fast, nimble and connected.”

Lars Nordmark, interim chief executive officer and chief financial officer at GfK, said: “Joining forces with NielsenIQ is now the logical next step for us and will support the next stage of our company’s development.

“The combination with NielsenIQ will enable us to empower our customers to make smarter decisions across their organisations at a truly global scale and accelerate our journey into the next chapter of innovation. This will allow us to tap into significant new growth opportunities.”