NEWS25 August 2011

Nielsen’s O'Grady and GfK’s Love join MBI board after investment

North America People

US— GfK MRI president and CEO Kathi Love and Nielsen’s EVP of media audience measurement Matt O’Grady have taken seats on the board at the Media Behaviour Institute (MBI) after their respective firms each acquired a 25% stake in the company.

An SEC filing shows MBI bagged $1m from the investment.

MBI CEO Jim Spaeth (pictured) said: “These investments from some of the biggest players in the international analytics business are ringing endorsements of the strategy we’ve pursued since conceiving Media Behaviour Institute. No one understands our industry’s need for innovative cross-platform measurement better than GfK MRI and Nielsen. We couldn’t be more pleased that they’ve seen fit to take this step.”

The investment from GfK MRI and Nielsen coincides with the imminent launch of the Touchpoints project, which equips 2,000 Americans with smartphones to record where they are, what they are doing and what media they are consuming every half-hour for a 10-day period.