NEWS20 May 2011

Nielsen to acquire NeuroFocus – report

M&A North America

US— Nielsen has agreed to acquire NeuroFocus, the neuromarketing agency it invested in back in 2008, according to a report in MediaPost.

The report says that Nielsen made its move after WPP reportedly made a bid for NeuroFocus, triggering a buy-out option linked to Nielsen’s earlier investment. Both firms declined to comment on the article and NeuroFocus executives were unavailable.

Nielsen CEO David Calhoun already sits on the NeuroFocus board.