NEWS5 January 2011

GfK ups stake in SirValUse and Nurago to 60%

Europe M&A

GERMANY— GfK has become the majority shareholder in user experience consultancy SirValUse and Nurago, the web tracking technology partner for its Media Efficiency Panels in Germany and the UK.

The research group now owns 60% of both companies, up from 40% which it bought in a deal last May.

Tim Bosenick, Thomas Knauer and Torsten Muller remain managing directors of the SirValUse and Nurago businesses, which are expected to report combined sales of €9m for 2010.

GfK started working with Nurago two years ago, utilising its technology to monitor the internet activities of members of its German ConsumerScan shopper panel so that it could investigate what impact online advertising exposure has on retail purchases. The approach was later replicated in the UK with the involvement of TNS (now Kantar Worldpanel).