The assets provide resonance tracking capabilities to measure the memorability and quality of advertising campaigns. The acquisition adds to the company’s end-to-end AdPi (Ad Performance Index) platform.

Nielsen retains its other Brand Effect assets.

Access to both Nielsen and PMI databases will enable the company to conduct “extensive analytics”, according to Martha Rea, president of Phoenix Marketing International.

Jaime Hodges, executive vice-president of Phoenix Ad and Brand Solutions, said: “This equips clients with a solution for timely and accurate information to make decisions along the campaign continuum, as well as an intelligence building resource to inform future campaigns.”